massolution nyc 2013: lego
TRANSCRIPT
-
7/29/2019 Massolution NYC 2013: LEGO
1/15
LEGO Crowd businessEducating Corporate and Crowd
!"#$!"#$%&'#$("(%&)*+,-(++
-
7/29/2019 Massolution NYC 2013: LEGO
2/15
The LEGO Group At a glance 2The LEGO Group 2013 Troels Lange Andersen
The LEGO Group at a glanceHigh Brand Affinity UsersEducating Corporate and Crowd
Agenda
!"#$!"#$%&'#$("(%&)*+,-(++
-
7/29/2019 Massolution NYC 2013: LEGO
3/15
-
7/29/2019 Massolution NYC 2013: LEGO
4/15
The LEGO Group At a glance 4The LEGO Group 2013 Troels Lange Andersen
At a Glance
23,405
turnover2012
operatingmargin
employeesEnd 2012
of this yearssales arenovelties
Sold in morethan
countries
8 years ofconsecutiveg
rowth
3rd largesttoy companyin the world
million 34%
3 13060%
12.26
4
Danishfamily owned
More than
!"#$!"#$%&'#$("(%&)*+,-(++
-
7/29/2019 Massolution NYC 2013: LEGO
5/15
The LEGO Group At a glance 5The LEGO Group 2013 Troels Lange Andersen
LEGO Products
LEGO MINDSTORMS
LEGO Technic
LEGO DUPLO
Play themes
Creative Buildi
ng
!"#$!"#$%&'#$("(%&)*+,-(++
-
7/29/2019 Massolution NYC 2013: LEGO
6/15
The LEGO Group At a glance 6The LEGO Group 2013 Troels Lange Andersen
LEGO Development Process (LDP)
Strategy Concept Project ProjectKick-off
Concept
and
Business
Product Campaign Launch
PORTFOLIO TRACK PROJECT TRACK
20 monthsbefore
launch
12 monthsbefore
launch
6 monthsbefore
launch
!"#$!"#$%&'#$("(%&)*+,-(++
-
7/29/2019 Massolution NYC 2013: LEGO
7/15
High Brand
Affinity Users!"#$
!"#$%&'#$("(%&)*+,-(++
-
7/29/2019 Massolution NYC 2013: LEGO
8/15
High Brand Affinity Users 8The LEGO Group 2013 Troels Lange Andersen
LEGO user groups
24 LEGO User
Groups
169.000members
50 LEGO UserGroups
31.000
members
126 LEGO User
Groups
3.900members
!"#$!"#$%&'#$("(%&)*+,-(++
-
7/29/2019 Massolution NYC 2013: LEGO
9/15
High Brand Affinity Users 9The LEGO Group 2013 Troels Lange Andersen
AFOL LUGAdult Fans of LEGO LEGO User Groups
Spend on LEGO products
for themselves during 2011
150 GROUPSDKK1.7 billion
Support User Community driven activities e.g. Build the
Change events, AFOLs at LEGO World, ReBrick.com
Create and share online
content (videos, images)
135.000 members
ORGANIZEpublic eventsand displaysattracts millions of visitors
(3,7 mio in 2011).
LEGO Fans & Lead Users
200200.00
0
!"#$!"#$%&'#$("(%&)*+,-(++
-
7/29/2019 Massolution NYC 2013: LEGO
10/15
High Brand Affinity Users 10The LEGO Group 2013 Troels Lange Andersen
Open Innovation
LEGO CUUSOO
LEGO Architecture
LEGO Mindstorms
!"#$!"#$%&'#$("(%&)*+,-(++
-
7/29/2019 Massolution NYC 2013: LEGO
11/15
High Brand Affinity Users 11The LEGO Group 2013 Troels Lange Andersen
Road to 10.000 votes
Crowd sourcing
Minecraft2 days
BTTF272 days
Registered users
412.000
Active Projects
5.500
Monthly Unique
533.000
Returning visitors
75,9%
!"#$!"#$%&'#$("(%&)*+,-(++
-
7/29/2019 Massolution NYC 2013: LEGO
12/15
EducatingCorporate & Crowd!"#$
!"#$%&'#$("(%&)*+,-(++
-
7/29/2019 Massolution NYC 2013: LEGO
13/15
Educating Corporate & Crowd 13The LEGO GroupThe LEGO Group 2013 Troels Lange Andersen
Open Innovation:
Standard:
Co-Exist
Strategy Concept Project ProjectKick-off
Concept
andBusiness
Product Campaign Launch
PORTFOLIO TRACK PROJECT TRACK
20 monthsbefore
launch
12 monthsbefore
launch
6 monthsbefore
launch
TLG TLGTLG TLG
In to In In to Out Out to In Out to Out
!"#$!"#$%&'#$("(%&)*+,-(++
-
7/29/2019 Massolution NYC 2013: LEGO
14/15
Educating Corporate & Crowd 14The LEGO GroupThe LEGO Group 2013 Troels Lange Andersen
What are the main challenges
1. Product lead time to market.2. Trusting crowd predictions and indicators of market potential.3. What happens when LEGO are already working on product that turns up in the community.4. Our competitors are looking.5. We risk showing our internal strategy.6. The community has a very detailed memory.7. Mass retail & Crowd trends.8. Supply chain reaction.9. Employees feel their job is at risk?
Corporate & Crowd
!"#$!"#$%&'#$("(%&)*+,-(++
-
7/29/2019 Massolution NYC 2013: LEGO
15/15
Educating Corporate & Crowd 15The LEGO GroupThe LEGO Group 2013 Troels Lange Andersen
Inspire and Develop
the Builders of Tomorrow
Our Mission:
!"#$!"#$%&'#$("(%&)*+,-(++