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Fitpass: Toward Democratizing Fitness
內容大綱
It was July 2017 when the co-founders of Fitpass Business Ventures Private Ltd. (Fitpass), an online platform providing passes to fitness establishments in the Delhi–National Capital Region, were reflecting on the need for continuous innovation to stay relevant to their users. Launched in June 2015, the company intended to satisfy the unmet market need for flexible workout options at an affordable price for fitness-conscious Indian youth. The company’s application, FITPASS, had been downloaded 100,000 times, and the company had gained 60,000 registered users and created a partner network of 1,500 fitness establishments in the region. Generating 100 per cent growth in month-on-month revenue, the company was among the leading platforms in this region. However, the online marketplace was becoming crowded with look-alike competitors, and the founders faced some tough questions: How could the company sustain its position in the current market? Was the company ready to move into other similar markets using the current business model and innovative capabilities?
學習目標
The case is designed to introduce the topic of new service development and the role of service innovations in courses on service and operations management. It describes the nature of innovations in the context of service organizations and highlights the need to integrate technology in order to build innovative capabilities in the service organizations. The case also introduces terminology related to the management of service innovations (for example, strategic service vision and S-curve). After working through the case and assignment questions, students will be able to do the following<ul><li>Describe the competitive forces that surround a new service development.</li><li>Explain the need to formulate a strategic service vision as part of a new service development process.</li><li>Explain the nature of service innovations.</li><li>Outline the concept of the S-curve in the context of service innovations.</li><li>Examine the building of capability required for successful innovations.</li></ul>