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BOARDROOM PRESENTATION
INFO6004 E-Business Strategy
Sat, 22 Nov 2014
Mohamed Hisham[mhha1g13]
• Organisational Background
• Technological proposal
• Proposal analysis
• Recommendations
Overview
ABOUT RUBY TUESDAY INC.
22/11/2014Mohamed Hisham [mhha1g13]
• First restaurant opened in 1972 in Tennessee.
• High quality handcrafted food & service.
• Currently 750+ restaurants over 27 countries.
RUBY TUESDAY INC.
4
22/11/2014Mohamed Hisham [mhha1g13]
• NYSE symbol “RT”
• Market share peak in 2010.
• Current market capitalisation $350 million
Ruby Tuesday Inc. (RTI)NYSE restaurants and bars
RUBY TUESDAY INC.
5
Ruby Tuesday Restaurants RubyTueGo®
Ruby Tuesday Catering Service
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7
FUTURE PLANS
• Introducing new menu.
• Boost marketing program.
• Improving dining experience in restaurants.
22/11/2014Mohamed Hisham [mhha1g13] 8
22/11/2014Mohamed Hisham [mhha1g13]
89% use their smartphones on daily basis [1].
65% visit social networking websites through smartphones [1].
GOOGLE INC. SURVEY
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Ruby Tuesday Mobile
PROPOSAL
SMARTPHONE APPLICATION
Mohamed Hisham [mhha1g13] 22/11/2014
Table reservation
Browse the menu
Paying invoices
Location-based advertisements
Nearby restaurants
Revamped RubyTueGo®
Gamification
Updates Notification
12
22/11/2014Mohamed Hisham [mhha1g13]
GAMIFICATION
• Game Elements in business context.
• Customer acquisition & retention technique.
• Rewards for user interaction - Points - Badges - Leaderboards
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> 50% companies gamification processes by
2015 [2]
> 70% Forbes Global 2000 at least 1 gamified app
[3]
Mohamed Hisham [mhha1g13] 22/11/201414
Mohamed Hisham [mhha1g13] 22/11/2014
Redeem Points
Unlockachievement
Collectpoints
New user bonus
500 points50,000points
PROPOSAL ANALYSIS
IMPLEMENTATION• Time
- Development time approx. 5 - 7 months.
- Marketing Campaign starts at 5th month.
• Cost
- Implementation cost $500,000
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BENEFITS ANALYSIS
• Reduce RubyTueGo® operators’ cost by 50%
• Increase sales by 8-12% [4]
• Conversion rate increase by 18% [4]
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BENEFITS ANALYSIS
• Increase customer acquisition by more than 400% [7].
• About 80,000 weekly active members [5].
• Customer retention increase by 33% [4].
• Easily updated and maintained.
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3x more
customers
COST ANALYSIS• Increase market share by more than 10% in 3 years [5]
• Return on investment of 200 - 500 % [8]
• Annual cost $200,000
• Application support $4,000/month
• Marketing campaign $10,000/month
• Gamification platform license $2,000/month
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4% revenue increase
[4]
22/11/2014Mohamed Hisham [mhha1g13]
Retu
rn o
n In
vest
men
t ( $
m)
-0.75
0
0.75
1.5
2.25
3
Year
2014 2015 2016 2017Q2
Payback period
ROI= 200%
RISK ANALYSIS
• Customers’ motivation
“If you are unable to establish buy-in from the target audience, the
program will never be successful.” [2]
• Marketing campaign for application
• Vague business objectives Failure of more than 60% of gamified applications [3]
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RECOMMENDATIONS
23
22/11/2014Mohamed Hisham [mhha1g13]
• Platform-as-a-service (PaaS).
• Rewards for customers.
• Social websites integration.
24
BADGEVILLE INC.
22/11/2014Mohamed Hisham [mhha1g13] 25
REFERENCES1. Google Inc. Survey: http://static.googleusercontent.com/media/www.google.com/en//googleblogs/pdfs/
mobile_understanding_smartphone_users.pdf
2. Gartner Gamification: http://www.gartner.com/newsroom/id/1629214
3. Gartner Forbes 2000 Gamification: http://www.gartner.com/newsroom/id/1844115
4. Gamification 101 – The Basics: http://www.learndash.com/gamification-101-the-basics/
5. Successful gamification case studies: http://www.learndash.com/successful-gamification-case-studies/
6. Gamification infographic: http://blog.demandmetric.com/wp-content/uploads/2013/06/Gamification-Infographic.png
7. Gamification 90+ case studies: http://www.e-advantagesolutions.co.uk/comprehensive-list-90-gamification-cases-roi-stats/
8. Gamification data can drive ROI: http://www.techrepublic.com/blog/big-data-analytics/gamification-data-can-drive-roi/165/
9. Badgeville badge: http://rightstartups.com/badgevilles-gamification-fad/
• Title slide background image: https://www.flickr.com/photos/phpprincess/2953030224/
• Overview background image: http://www.rubytuesday-egypt.com/ruby-tuesday-opening/opening/mall-of-arabia
• About Ruby Tuesday background: http://en.wikipedia.org/wiki/File:Ruby_Tuesday_HQ.JPG
• RubyTuesday logo: http://new.pentagram.com/2007/10/new-work-ruby-tuesday/
• Animation badges are taken from foursquare application as badges examples;
• http://www.cugelman.com/persuasive-psychology/gamification-what-it-is-when-to-use-it/
• http://thesocietypages.org/cyborgology/2012/10/15/gamification-playbor-exploitation-2/
• Gamification tags: http://blogs-images.forbes.com/steveolenski/files/2014/03/gamification-1.jpeg
• Smartphone pictures was made using http://placeit.net and Ruby Tuesday logo, badgeville images, and a medal icon.
• Recommendations background (Check): https://www.flickr.com/photos/yummyinthetummyblog/5395687039/
• Badgeville platform: http://badgeville.com/2013/11/07/gamification-behavior-platform-5
• Badgeville customers: http://badgeville.com/customers/view
22/11/2014Mohamed Hisham [mhha1g13] 27
Thank youAny Questions?
