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Archive for June, 2012

Recently I wrote a blog post on “Donate your Desktop” a New Zealand organization that had thought outside the box and found an untapped advertising/social entrepreneurial opportunity. In this post I am going to write about Taxiback.com a British company whose similar innovative thinking has enabled them to find a new untapped market to offer consumers cheaper transportation.

So what is Taxiback.com?

Every day across the world taxis take passengers to the airport and other destinations, charge their fee, drop the passengers off and then often return to their base empty. Essentially the empty ride back to base is a missed opportunity, to gain additional revenue from potential passengers heading in the same direction. Taxiback.com has capitalized on this previous missed opportunity, by providing the technology to create a return load service which links taxi drivers to potential passengers.

How it works:

Potential passengers enter where they are traveling to and from and the site functions as an auction where taxi drivers can place bids. Within 24 hours the 3 lowest bids are sent to the passenger, who can then arrange their transportation direct with the taxi company they select.

The benefits:

The cab companies and their drivers’ benefit from extra revenue and tips they wouldn’t have otherwise received, while passengers benefit from lower fares. This concept is also sustainable saving fuel and time.

I think this start-up has a lot of potential and could work well in other countries. I particularly could picture it in the larger US cities. However, my take home message from this concept is for readers to consider what other missed opportunities may exist in their industry, to rethink a task in order to create new sources of revenue as taxiback.com have done.

What do you think? Share your thoughts in the comments section below. 

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In this blog I have often written about companies that are struggling to adjust to their changing industry environments.  In this post I wanted to share a couple of ideas on how to tackle a changing industry environment, from a company I recently read about in Fortune magazine: Levenger.

Levenger has traditionally sold products geared towards reading and writing such as desk lamps, pens and notebooks, in addition to being a micro book publisher.  In recent years the rise of tablet computers and other technologies have begun to transform the reading industry beyond recognition.  Cofounder Lori Leveen describes the company’s approach to tackling change head on:

“You can either take things as a challenge or crawl away… We put on our boxing gloves.”

Levenger are addressing their changing market environment by pursuing the following ideas:

Figure out how your products can become like candles:

A long time ago electric light bulbs made candles obsolete.  However, people continue to purchase candles because they like the product.  Levenger consider their changing industry as an opportunity to reinvent the future for pens and notebooks.

Find ways to stay relevant as people transition:

As people are increasingly switching from books to electronic devices, Levenger are continually looking for ways to adapt current products and introduce new ones to meet changing consumer needs.  For example, Levenger recognized that people want to prop up their iPads and in response to this they began stocking a range of products that served this purpose.  The picture on the left is an example of one of their products which is a miniaturized pillow designed to prop up an iPad.  This Thai created product evokes social entrepreneurism as part of its sales are donated to support literacy efforts in Thai villages.  Levenger is also open to listening to consumer ideas of how their products can be improved, as this tweet demonstrates:

Recognize the challenge faced:

Levenger cofounders Lori and Steve Leveen recognize that today’s children are growing up with technology:

“If we don’t get it right in the next 10 years, we may miss the opportunity.”

The company certainly faces an uphill climb, but in recognizing and tackling the challenge there is hope that Levenger can adapt and thrive in years to come.

What do you think of Levenger’s ideas for tackling their changing industry environment?  Please share your thoughts in the comments section below.

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A screen shot of the True Office application

In recent months I have read several articles in he business press of forward-thinking companies who are incorporating the gamification trend in to their training programs.  Gamification in this context can transform a training program in to a story telling video game experience with progress-based scoring and rewards.  This approach if optimized correctly can greater captivate the employee’s attention and enhance the learning experience, to achieve greater knowledge retention.

Fortune Magazine recently featured an example of True Office’s compliance game training applications.  The applications take the form of an interactive story, told in a fast paced manner over the course of about 20 minutes.  Following the game’s completion, trainees complete a 10-minute quiz to confirm their understanding of the material. Here is the True Office demo:

True Office applications are delivered by the cloud and are compatible with almost any device.  The video below explains a little more about the True Office application software:

As you can see in the video above True Office consider their software to be a way to greater engage my generation the Millennials, when doing compliance training.  Since my generation has grown up with technology and are accustomed to interaction, True Office believe their applications which use tablets and mobile technologies are far more suited to engaging what they refer to as the ‘New Media Workforce’ than binders and videos from the 80’s.  I couldn’t agree more, this approach is very current and relevant to the 21st century business environment.

In addition to the obvious advantage of making compliance training less tedious for employees, the program also offers advanced analytics.  Companies using the True Office game are able to obtain exact figures of how long employees spend reading policies.  Such information is greatly helpful for compliance protection in the case of liability suits.  In addition the analytics can help companies to identify areas where additional training is needed.  For example, if employees consistently make the same mistakes on the quiz, areas of confusion can be addressed in additional training or can be sued to revamp the current training process.

The analytics and fun aspect of gamified training programs demonstrate great potential, but what do you think?  Share your thoughts in the comments section below.

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Donate Your Desktop is an innovative application created in New Zealand, which enables Mac or PC users to donate their desktop background to raise money for charity.

The Opportunity:

When you think about it, your computer desktop is a wasted space that may at best display photos and at worst be a bland computer selected design.  Since people look at their desktops frequently this idle space represents a potential advertising opportunity.

How it Works:

Companies pay Donate Your Desktop to advertise on people’s desktops.  75% of advertising revenues are then donated to charity.  People can choose to download and install the Donate your Desktop application.  The download process is simple, no credit card details are required and all a user has to do is select a charity.  Current New Zealand charities include Oxfam, WWF, Breast Cancer Foundation and the Starship Foundation (which raises money for child healthcare).

The application does not disturb normal computer usage and it is risk-free and no access is permitted to any files on your computer.  The application merely sits on the system tray and allows the current desktop background to be replaced everyday with a new advertising image.

Each day on computers using the Donate Your Desktop application, a different wallpaper will be displayed advertising that day’s sponsoring company.  Advertised images have been designed to be attractive and visually appealing (see example advertising image to the left), to avoid user irritation.

The Vision:

Donate Your Desktop offers great potential to make a difference in the world as the company describes in their vision statement:

‘There are over a billion computer users across the world that could be helping those in need.  Our vision is to turn your collective efforts into large ongoing donations to our partner charities.’

While Donate Your Desktop is currently only available in New Zealand, there are plans to launch in other countries across the world soon.  If you would like to be notified once the application is available in your country please register your interest at this link.

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