We’re starting to research and build a commercialization model. The job is described in a link on our new website. Select the Resources menu in the upper right corner of any page, then pick Commercialization. A 24-step method opens in a new window. It’s a little challenging to execute, so your suggestions will be very welcome indeed.
The job is supported by an experiential learning cohort at the Northern Illinois University College of Business. Humaginarium is blessed to have these smart, ambitious and personable consultants at its side.
The first hurdle we face is our unit. For those who haven’t plumbed the depths of financial analysis, a unit is an average instance of what we make and sell. We define a unit in order to estimate its economic value over time at scale. A logical, evidence-based estimate is a prerequisite for engaging investors in 2019.
So what is our unit? It’s a “bundle” of products and services that fulfills a singular purpose for consumers. That purpose is also known as our brand promise and value proposition. Our unit has four integrated components:
Our platform tempts customers with trailers and mini-games. It frames chronic illness as the non-intuitive subject of entertainment. It offers a menu of full-scale games that are now available or coming soon. It highlights post-game components of diagnostic and community. The call to action is an invitation to create a free account. Only account owners have access to other functional components of the unit.
A game is an immersive, interactive science fiction fantasy. On desktop or mobile screens, players contest with morbidity encroaching on the human body and spirit. They search out this enemy in order to interrogate, contain, or destroy it. Meantime the enemy sets traps to foil or vanquish players. Game mechanics are mediated by a dynamic, high-fidelity simulation of human physiology. This is real biology projected into fantasy. Players have to outsmart an ingenious enemy, the product of eons of evolution, in order to win. The emphasis on cognitive skills makes this experience a puzzling strategy adventure.
Customers keep playing a game until they achieve a satisfactory goal; or switch to a different game; or choose to leave the magic ring of fantasy and cross into real life. Just outside the ring is a diagnostic that processes personal data relevant to a disease faced in the game. The diagnostic identifies risk factors. It lets customers mitigate personal risks with lifestyle and medicinal choices. It also models purported outcomes of their choices until they’re ready to cement them in resolutions. Modeling is therapeutic in that it helps customers make informed choices in light of their own self-interest.
After a diagnostic customers can join a safe social network (moderated and closed) where they assemble or join communities of interest centered on chronic illness, or game play, or objective health science; or anything else they deem useful or meaningful. Like Quora, the purpose of community is peer-to-peer learning. What’s learned in a game is applied in a diagnostic and reinforced in a community. Community is a controlled environment for meaningful self-disclosure.
All customer experience of a unit is elective. Customers may use some components and ignore others though full value comes from using all of them.
Having said all of this I now wonder, is the unit too complicated? Using the methodology in our outline, I try to answer the question with analogies. Is our unit as complicated as the computer on my desk or phone in my pocket? No, far less complicated than that. Is it as complicated as surgery or marriage? Not even close. Is it as complicated as a building by Frank Lloyd Wright, a combine by Robert Rauschenberg, or a concerto by Philip Glass? Of course not. Is it as complicated as the novels of JRR Tolkien or video games of Sid Meier? Give me a break.
The unit isn’t complicated; it’s just unprecedented and therefore seems hard. The method we use to model commercialization may demonstrate that our components are really not unprecedented, but the bundling is.
Scientific entertainment. Variation on The Wave, by William-Adolphe Bouguereau