Business Networking Game Insurance Industry Scenario

Everyone plays an organizational unit in a business network

Claims A UnderWriting A Branding A Admin A Agent 1

Brand A

Claims B

UnderWriting B Branding B Admin B Agent 2

Brand B

Market

Claims D

UnderWriting D Branding D Admin D

Discount

Organization Organizational unit

The customer mixes and matches service elements

Categories
Advice
Agent

Elements
Yes
A Group Car Car
1

No
B

Brand Marketing Level Administration Type Underwriting Claims

Discount 5

Individual 7 Home Travel 10 Travel 13

Claims

11

Home 12

These 13 service elements lead to 2x3x2x3x1 = 36 types of orders which can be ordered by the market

Players combine their capabilities to fulfill customer orders

Claims
11 12 13

Under
08 09 10

Brand A
Admin
06 07

Brand
03

Agent 1
01 02

01 02 03 04 05 06 07 08 09 10 11 12 13

= Advice = No Advice = Brand A = Brand B = Discount = Group = Individual = UW Car = UW Home = UW Travel = CS Car = CS Home = CS Travel = Relationship

Claims
11 12 13

Under
08 09 10

Brand B
Admin
06 07

Brand
04

Agent 2
01 02

Market

Claims
11 12 13

Under
08 09 10

Discount
Admin
06 07

Brand
05 02

Game is playes in 3 rounds

Round 1
Situation Stable business network No price negotiations

Round 2
Market prices will drop to introduce market transparency Parties start to negotiate prices Strategizing

Round 3
Parties start to invest to recover margins The business network changes in a dynamic network Winning, maximize network profit share 120 turns (60 min.)

Aim

Familiarizing with game

Duration

30 turns (20 min.)

60 turns (40 min.)

At the beginning and during round 3 players are allowed to invest in new relationships, specializing capabilities and / or buying new capabilities

In round 3 players are allowed to invest to recover their margin and to strengthen their position in the network

Type of investment Relations

Options BtoC BtoB Any competency Already in house (except Branding) Any competency

Description Create a direct link with the market Create link ups with other organizations to allow insourcing or outsourcing Specialize any in house capability you want Fixed cost will rise, variable cost will drop

Specialize

Diversification

Buy any capability that you want

Loan

Players can lend money to invest in case of bad cash position

The end result is a dynamic network

Claims A
11 12 13

Under A
11 08 12 09 13 10

Brand A
Admin A
06 07

Brand A
03 01 02

Agent 1
01 02

01 02 03 04 05 06 07 08 09 10 11 12 13

= Advice = No Advice = Brand A = Brand B = Discount = Group = Individual = UW Car = UW Home = UW Travel = CS Car = CS Home = CS Travel = Relationship

Claims B
11 12 13

Under B
08 09 10

Brand B
Admin B
02 05 06 01

Brand B
04

Agent 2
01 02

Market

= Acquired CE = Specialized CE = New Relationship

Claims D
11 12 13

Under D
08 09 10

Discount
Admin D
06 07

Brand D
07 05 02 06

The Gameplay Game Administrator

Claims A UnderWriting A Branding A Admin A Agent 1

Brand A

Claims B

UnderWriting B Branding B Admin B Agent 2

Brand B

Market

Claims D

UnderWriting D Branding D Admin D

Discount

Organization Organizational unit

The Gameplay Game Administrator An order is sent from the market

The Gameplay Player Policy Admin B

Claims A UnderWriting A Branding A Admin A Agent 1

Brand A

Claims B

UnderWriting B Branding B Admin B Agent 2

Brand B

Market

Claims D

UnderWriting D Branding D Admin D

Discount

Organization Organizational unit

The Gameplay - Player Policy Admin B Incoming New Order

The Gameplay Player Policy Admin B Order Selection

The Gameplay Player Policy Admin B Do it myself

The Gameplay Player Policy Admin B Assign Suborders

The Gameplay Player Policy Admin B Negotiate Price

The Gameplay Policy Admin B Order Status

The Gameplay Policy Admin B Order Overview

The Gameplay Player Policy Admin B Investing

The Gameplay Player Policy Admin B Company Info

The Gameplay Player Policy Admin B The Yellow Pages

Learning Points

Unclear Interface Laborious Gameplay Too Much Operational Thinking Complicated Negotiations Unclear Pricing Yellowpages Price Different From Real Price Position of Business Units Unclear (KPI-wise) Too Little Information for Sound Investment Decisions