IDENTIFYING OPPORTUNITIES FOR SERVICE INNOVATION SCAD 2012 • KAILEN NORDHAUSEN • SERVICE ENTERPRISES
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THE ROCK CLIMBING INDUSTRY
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CLIMBING CLIMBING INDUSTRY OVERVIEW
- CLIMBING GYMS - PUBLIC/PRIVATE OUTDOOR CLIMBING - CLIMBING/OUTDOOR EQUIPMENT RETAILERS - ONLINE CLIMBING COMMUNITIES - CLIMBING ORGANIZATIONS
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CLIMBING CLIMBING INDUSTRY OVERVIEW (CLIMBING GYMS) Climbing gyms can be either indoor or outdoor. They exist as a substitute for real rock climbing, enabling climber to train year round without the need to be close to real rock or depended on the right weather conditions. In recent years rock gym popularity has resulted in climbing phenomenon resulting in professional climbers several professional climbers who have never been on real rock. Revenue Break Down Day Pass Sales Events Membership Sales Gear Rentals Pro-shop Gear Sales Costs Insurance Lawyers Route Setters Staff Up Keep New Holds
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CLIMBING CLIMBING INDUSTRY OVERVIEW (OUTDOOR CLIMBING)
Climbing is the activity of using one's hands and feet (or indeed any other part of the body) to ascend a steep object. It is done both for recreation (to reach an inaccessible place, or for its own enjoyment) and professionally, as part of activities such as maintenance of a structure, or military operations.
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CLIMBING CLIMBING INDUSTRY OVERVIEW (OUTDOOR CLIMBING) TYPES
BOULDERING
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SPORT
TRADITIONAL
ICE
CLIMBING CLIMBING INDUSTRY OVERVIEW (OUTDOOR CLIMBING) TYPES RATING
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CLIMBING CLIMBING INDUSTRY OVERVIEW (OUTDOOR CLIMBING) TOPOS
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CLIMBING CLIMBING INDUSTRY OVERVIEW (EQUIPMENT RETAILERS)
SHOES
GEAR
APPAREL
HOLDS
VERY COMPETITIVE LOTS OF START UPS
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CLIMBING CLIMBING INDUSTRY OVERVIEW (EQUIPMENT RETAILERS)
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CLIMBING CLIMBING INDUSTRY OVERVIEW (ONLINE COMMUNITIES)
CLIMBING NETWORKS
CLIMBFIND.COM
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CLIMBING MAGAZINES
CLIMBING CLIMBING INDUSTRY OVERVIEW (ORGANIZATIONS)
The Access Fund works with federal, state and local officials; local climbing organizations; and land managers to develop and guide climbing management policies for public and private lands.
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CLIMBING NETWORKS 8A.NU, CLIMBFIND & MOUNTAINPROJECT KEY PARTNERS
KEY ACTIVITIES
climbing.com
IT Strategy Research (climbing)
Climbing Competition (SCS, ABS, ect)
Content Management Database upkeep
Access Fund Climbing Retailers Outdoor Research The North Face La sportiva Mammut Boreal Edelrid Petzel
Customer Support/Service Managing of Content
VALUE PROPOSITIONS
CUSTOMER RELATIONSHIPS
Provides climbers with the means to constantly compete at an individual sport globally
Convenient
Participate in forums
Highly Customized
Passive (Self-Service)
Pretentious
Share climbing experience
Exclusivity
Discover New climbs Learn from others
KEY RESOURCES
Apple/Android Rock and ice
Access anywhere
CHANNELS
Database/Servers
Web Client
Community/Users
Mobile App
Media providers
Subscription
Google Analytic
Employees/Managers/ Designers Managing of Content REVENUE STREAMS
COST STRUCTURE Servers
Lawyers
Salary
Facilities
Maintenance Equipment
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Advertising T-shirt sales
Year Book Sales
CUSTOMER SEGMENTS Professional/Competitive Rock climbers -Bouldering -Traditional -Sport
CLIMBING NETWORKS 8A.NU, CLIMBFIND & MOUNTAINPROJECT KEY PARTNERS
KEY ACTIVITIES
climbing.com
IT Strategy Research (climbing)
Climbing Competition (SCS, ABS, ect)
Content Management Database upkeep
Access Fund Climbing Retailers Outdoor Research The North Face La sportiva Mammut Boreal Edelrid Petzel
Customer Support/Service Managing of Content
VALUE PROPOSITIONS
CUSTOMER RELATIONSHIPS
Provides climbers with the means to constantly compete at an individual sport globally
Convenient
Participate in forums
Highly Customized
Passive (Self-Service)
Pretentious
Share climbing experience
Exclusivity
Discover New climbs Learn from others
KEY RESOURCES
Apple/Android Rock and ice
Access anywhere
CHANNELS
Database/Servers
Web Client
Community/Users
Mobile App
Media providers
Subscription
Google Analytic
Employees/Managers/ Designers Managing of Content REVENUE STREAMS
COST STRUCTURE Servers
Lawyers
Salary
Facilities
Maintenance Equipment
Tuesday, April 17, 12
Advertising T-shirt sales
Year Book Sales
CUSTOMER SEGMENTS Professional/Competitive Rock climbers -Bouldering -Traditional -Sport
CLIMBING STRATEGY: MARKET
PRODUCT LEADERSHIP
OPERATIONAL EXCELLENCE
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CUSTOMER INTIMACY
MEDIA DELIVERY (SS) GAP ANALYSIS FULFILLED NEEDS (EXISTING/MET)
PROVIDES GLOBAL/NATIONAL RANKING
LETS CLIMBERS RANK CLIMBS BY FAVORITES (INDIVIDUALLY)
CLIMBERS CAN POST DESCRIPTIONS ABOUT CLIMBS AND TALK ABOUT DIFFICULTIES
CLIMBERS CAN SEE GRAPHS SHOWING RANGE OF CLIMBS AS WELL AS COMPARE YEARLY RANKING
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PERCEIVED NEEDS (CUSTOMER REAL NEEDS)
GAP
Climbers lower on the list might want to see how they stack up locally or regionally, or by friends
GAP
Climbers want to see what climbs are ranked highest overall by the community
GAP
Climbers want more than a description they want, advice and trouble shooting for hard problems
GAP
Climbers want more, they want to see how they stack up in relation to other climbers based on year, age and progress
MEDIA DELIVERY (SS) GAP ANALYSIS
NEW ENTRANTS EASY TO ENTER FEW DO ENTER NEED COMPREHENSIVE UNDERSTANDING
INDUSTRY SUPPLIERS USERS CLIMBING MAGAZINES CLIMBERS EQUIP MANUFACTURES
BUYERS INFORMATION SOURCES/ NETWORKS FOR CLIMBERS 8A.NU CLIMBFIND.COM MOUNTAINPROJECT.COM
SUBSTITUTES FACEBOOK BLOGS CLIMBING MAGAZINES FACE TO FACE
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ROCK CLIMBERS CLIMBING GUIDES ROCK GYMS
CLIMBING NETWORKS MARKET SEGMENTATION GRID (CLIMBING TRIP) CLIMBING TRIP ACTIVITIES PRE
PLAN TRIP
TYPES OF CLIMBERS
RESEARCH
DURING
TRAIN
PACK (GEAR)
TRAVEL
LOOKUP WEATHER
POST
FIND/MAKE FRIENDS
FIND CLIMBS
CASUAL
BEGINNER
INTERMEDIATE
ADVANCE
OPEN
BOULDER
SPORT
TRAD
ICE
LITTLE TO NO OPPORTUNITY
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GOOD OPPORTUNITY
VERY GOOD OPPORTUNITY
EXPERIENCE EXPERIMENT
FIND NUTRITION
CAPTURE SHARE
CLIMBING NETWORKS MARKET SEGMENTATION GRID (THE CLIMB) CLIMBING ACTIVITIES PRE TYPES OF CLIMBERS
PICK LOCATION
DURING APPROACH
ARRIVE SET UP
WARM UP
POST
ANALYS
ATTEMPT
DOCUMENT
ASSEND
CASUAL
BEGINNER
INTERMEDIATE
ADVANCE
OPEN
BOULDER
SPORT
TRAD
ICE
LITTLE TO NO OPPORTUNITY
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GOOD OPPORTUNITY
VERY GOOD OPPORTUNITY
PACK UP
HEAD TO CAMP
SHARE EXPERIENCE
CLIMBING NETWORKS TIME BIG IDEAS (HAND PRINTS NOT FOOT PRINTS)
- work on building climbers respect with nature - work on giving a already nature minded community tools to empower - help climbers build report with organizations and activists who don't want them climbing on/in protected areas (how can this help climbers gain access to more locations
Tuesday, April 17, 12
CLIMBING NETWORKS TIME BIG IDEAS (YOUR HEAD IN THE CLOUDS) - help climbers build their climbing identity and presence - take the hard parts of finding climbs in your skill range out of the equation with a database of climbs who has done them - help climbers compare themselves not just nationally but locally and regionally - store information or location of information that climbers would like to know in simple user friendly location
Tuesday, April 17, 12
CLIMBING NETWORKS TIME BIG IDEAS (FOOD THAT LASTS FOREVER)
- help climbers find food - provide MRE type packages customized to daily nutritional and caloric needs, based on on the length of climbing trip/type of climbing - provide nutritional info based on similar criterium
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CLIMBING OPPORTUNITIES How can this service, provide real time nutritional data to climbers (calories in calories out)?
PROS
- GIVES CLIMBERS SOMETHING NEW - LESS STAFF
CONS
- NEED A WAY TO CALCULATE - WHAT CAN BE AUTOMATED
How can this service, better integrate common social media channels into the existing channels?
PROS
- MORE ENABLED USERS - MORE CHANNELS FOR SERVICE PROMOTION
CONS
- MORE IT SUPPORT
How can this service, build a strong, user driven data base on climbing advice and beta?
PROS
- BETTER COMMUNITY - HELP NEW CLIMBERS
CONS
- MORE IT SUPPORT - MORE COSTS
How can this service, deliver real time notifications on optimal weather-conditions?
PROS
- INFORMED CLIMBERS - LESS BAD CLIMBING TRIPS
CONS
- NEED KEY PARTNERS
How can this service, help climbers better plan and research for their trip?
PROS
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- MORE RESOURCES - HELP CLIMBERS UNDERSTAND PERSONAL STRENGTHS
CONS
- CLIMBERS EMBARRASSED - NEED INITIAL DATA/USERS
CLIMBING OPPORTUNITIES How can this service, climbers prepare train for their trip specific climbs?
PROS
- LESS UNSURE AT APPROACH - HIGHER SUCCESS RATE
CONS
- UNDERSTAND CRUX OF CLIMBS - INFO SOURCE
How can this service, climbers to set achievable goals and accomplish them?
PROS
- SELF COMPETITION
CONS
- FALL SHORT - FAIL
How can this service, help climbers meet other climbers?
PROS
- TIGHTER COMMUNITY
CONS
- MEET THE WRONG PERSON - SAFETY/PRIVACY
How can this service, promote helpful communication within the climbing community?
PROS
- TIGHTER COMMUNITY
CONS
- BAD ADVICE - MEAN PEOPLE
How can this service, gain revenue through subscriptions?
PROS
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- MAKE MONEY - REVENUE STREAM
CONS
- CONVINCING VALUE PROPOSITION
CLIMBING OPPORTUNITIES How can this service, appeal to climbers at all skill levels?
PROS
- GREAT MOTIVATOR - PROMOTES NEW USERS
CONS
- BUILDING ADVICE SO IT CAN BE HELPFUL - KNOW IT ALL CLIMBERS
How can this service, entertain climbers while they are on the rock? media
PROS
- CLIMBERS LIKE MUSIC - CLIMBERS LIKE CLIMBING VIDEO
CONS
- PARTNERS - HARDWARE
How can this service, be accessible through a variety of platforms?
PROS
- MORE USERS
CONS
- MORE PARTNERS - HARDWARE SOFTWARE COSTS
How can this service, allow healthy competition between climbers 24/7?
PROS
- MORE REALISTIC RANKINGS - MORE COMPETITION
CONS
- HIGH SERVER COSTS - HIGH DATA BASE COSTS
How can this service, inform climbers on upcoming competitions?
PROS
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- BETTER EVENT TURN OUT
CONS
- SMALLER COMPETITIONS MIGHT OVERFLOW - PARTNERSHIPS
CLIMBING OPPORTUNITIES How can this service, help climbers have better rest days other climber activities?
PROS
- GAIN MORE OUT OF AREAS YOU VISIT
CONS
- CLIMBERS NEED TO RECOMMEND ATTRACTIONS
How can this service, help promote/reward conservation and leave no trace ideas through out the climbing community?
PROS
- BETTER CLIMBING EXPER. - MORE ACCESS TO ROCK
CONS
- PARTNERSHIPS - PARTICIPATION/REWARD
How can this service, help climbers to compete at a local, regional and friend level?
PROS
- REAL COMPETITION BETWEEN LESS EXPERIENCED CLIMBERS
CONS
- CLIMBER FIGHTS - IT SUPPORT COST
How can this service, provide pre packaged meals designed for climbers athletic needs?
PROS
- EASY WAY TO PACK
CONS
- SHIPPING - NUTRITION EXPERT
How can this service, help pro climbers to gain sponsorship from climbing brands?
PROS
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- HAPPIER CLIMBERS
CONS
- GAIN COOPERATION - GAIN RECOGNITION
THANK YOU
Tuesday, April 17, 12