Innovasjon På Norsk

In: Business and Management

Submitted By Smeltetost
Words 1405
Pages 6
3.2 Strategi
3.2.1 Kickstarter-kampanjen
Da Pebble var i forsknings- og utviklingsfasen av sin smartklokke, hadde de mange tanker og mål de ønsket oppfylt, men ingen strategi for å gjennomføre dem. Pebble trengte kapital, de trengte markedsføring og de trengte kundeinteresse. Pebble bestemte seg for å benytte seg av crowdfunding-tjenesten Kickstarter.com og mottok over 10 millioner dollar fra nesten 70 tusen personer.(http://www.kickstarter.com/projects/597507018/pebble-e-paper-watch-for-iphone-and-android). De er i skrivende stund mottatt det høyeste beløpet gjennom en Kickstarter-kampanje noen sinne. I tillegg til en høy kapital, fikk Pebble stor “word of mouth”-effekt, omtale i media og eksklusive avtaler med blant annet Best Buy.

Det som startet som en ide på vei til jobb, skulle nå bli realitert. Pebble merket at etterspørselen var enorm, den var mye større en de forestilte seg, og fikk store problemer med å møte kravene til forbrukeren. Pebble uttalte at alle Kickstarter-supportere skulle få sin klokke med en gang den var ferdig fremstilt, anslått å være Januar 2013. Pebble klarte ikke å holde løftene sine ovenfor tilhengerene, og mange begynte å angre på at de hadde vært så tidlig ute med å gi dem penger, og krevde en tilbakebetaling. Pebble kom med nye datoer, men tiden gikk og løftene ble ikke holdt. Mange av de opprinnelige Kickstarter-supporterne endte opp med å måtte kjøpe produktet gjennom BestBuy, istedenfor å få smartklokken som først avtalt. (http://readwrite.com/2013/07/09/why-i-cancelled-my-pebble-smartwatch-order#awesm=~oBML9FAEbhH3WQ).

3.2.2 Var Kickstarter-kampanjen et riktig strategisk valg?
Det kan diskuteres om Pebble faktisk gjorde det riktige valget med å bruke Kickstarter som en kampanje. På den ene siden fikk de en voldsom publisering og “word f mouth”-effekt, sammen med en enorm kapital, men på den andre siden klarte ikke Pebble…...

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