(1) The Peloton stationary bike disrupted the fitness industry by incorporating a digital core of live streaming cycling classes on a built-in tablet, generating a content-based revenue stream and data on user preferences. (2) The lingerie brand ThirdLove is using a measuring app and trial-based shopping to build trust in online bra fittings. Customer data and reviews on social media are used to personalize offers. (3) These case studies demonstrate how digital cores can change industries by differentiating products, building market share through content and social commerce, and fueling growth with data-driven personalized offers.

1. on Bikes, Brason Bikes, Brason Bikes, Brason Bikes, Bras
and changingand changingand changingand changing
business modelsbusiness modelsbusiness modelsbusiness models
Digital @
Core

2. What's This All About?What's This All About?What's This All About?What's This All About?
• 2 new case studies are joining our
DISRUPTION series, to demonstrate how
incorporating a Digital Core can change
the story, build market share, and
provide a DIFFERENTIATED SOURCE OF
GROWTH for new / existing entrants

3. this presentation features a bra and a bike, demonstrating a
clever use of 3 digital / Shoppability principles:
social, direct to consumer, on-demand.

4. GamingGamingGamingGaming ---- ContentContentContentContent –––– SocialSocialSocialSocial ---- OnOnOnOn----demanddemanddemanddemand
(1) Leveraging Digital to ReinventReinventReinventReinvent BIKESBIKESBIKESBIKES
from Gym Equipment - to

5. 20202020----something consumerssomething consumerssomething consumerssomething consumers
have: time || don't have: space, money
yetyetyetyet,,,, 35353535----65656565 year olds (sometimes)year olds (sometimes)year olds (sometimes)year olds (sometimes)
have: space, money
but hardly feel like they have: timetimetimetime.
cc: Ms. Phoenix - https://www.flickr.com/photos/32020964@N08
The NeedThe NeedThe NeedThe Need

6. equipment maker Peloton targeted these exact consumers
with a disruptive digital-based solution: stationary bike with
a built-in tablet for live-streaming cycling classes -
a contenta contenta contenta content----based modelbased modelbased modelbased model

7. the result: $ 50 million in 2015, 20,000
bikes sold 2014 - 2015 with a solid,
content-based, revenue stream

8. in addition,in addition,in addition,in addition, datadatadatadata
accumulated as to timing;accumulated as to timing;accumulated as to timing;accumulated as to timing;
length; preferences; age;length; preferences; age;length; preferences; age;length; preferences; age;
performance; class choices;performance; class choices;performance; class choices;performance; class choices;
and moreand moreand moreand more ---- could help thecould help thecould help thecould help the
company design innovativecompany design innovativecompany design innovativecompany design innovative
products and servicesproducts and servicesproducts and servicesproducts and services,,,,
whether in equipment,whether in equipment,whether in equipment,whether in equipment,
content, retail, training,content, retail, training,content, retail, training,content, retail, training,
lifestyle or connected gadget.lifestyle or connected gadget.lifestyle or connected gadget.lifestyle or connected gadget.
cc: Camil Tulcan - https://www.flickr.com/photos/75771006@N00

9. To SocialTo SocialTo SocialTo Social Commerce ExcellenceCommerce ExcellenceCommerce ExcellenceCommerce Excellence
(2) Leveraging Digital to ReinventReinventReinventReinvent BrasBrasBrasBras
From a Technological focus

10. the multi-billion lingerie industry has had its share of
inventors in the past few years, trying to solve the e-
commerce measuring-barrier.
One such competitor is "ThirdLove", which has been
offering a patented measuring app.

11. yet, technology alone will
rarely tackle consumer
distrust at early adoption
stages. therefore, the
company decided to
pursuit the simple "Warby
Parker" strategy: Try
before you buy.

12. ShoppabilityShoppabilityShoppabilityShoppability - relying on accurate time, place and
message to drive an immediate purchase - is excellent,
with emphasis on consumer reviewsconsumer reviewsconsumer reviewsconsumer reviews to drive conversion.
the company uses the
datadatadatadata accumulated from
its online & physical
sales, as well as from the
measuring app, to make
personalizedpersonalizedpersonalizedpersonalized, accurate, accurate, accurate, accurate
offers to consumers via
social media.

13. trust is built via a trial offer, includingtrust is built via a trial offer, includingtrust is built via a trial offer, includingtrust is built via a trial offer, including
an invitation to wear and wash.an invitation to wear and wash.an invitation to wear and wash.an invitation to wear and wash.

14. once TRUST hasonce TRUST hasonce TRUST hasonce TRUST has
been establishedbeen establishedbeen establishedbeen established ----
the brand offersthe brand offersthe brand offersthe brand offers
complementarycomplementarycomplementarycomplementary
productsproductsproductsproducts....

15. then, a
connection is
established
through personal
emails.

16. The start up has managed
to raise $ 13.5 million in
funding, leaning on its
core technology.
However, we believe that
it is a continuous focus on
social commerce, and
commencing of a smart
referral program, that will
fuel growth for this brand.

17. 2 case studies // 3 conclusions

18. marketmarketmarketmarket
research,research,research,research,
lectures andlectures andlectures andlectures and
presentationspresentationspresentationspresentations
(NYC) //(NYC) //(NYC) //(NYC) //
201201201201----9706335970633597063359706335