The DiG simulation will take you to a new world where you will test and develop some special skills …

It is the year 2021. You have just been recruited as the new leadership team of Inovink®, the company renowned for its revolutionary magicPen®. Its Founder and CEO, Jim Shovel, built the company around a simple idea: a pen without ink, that writes by changing the color of the cellulose on the surface of paper. The product has been an instant success and, with a few more innovations, the company has enjoyed a rapid growth.

Jim Shovel is getting older and slowly distancing himself from the operations of the business. He wants you to take the company to the next level while respecting his key principles: it is not pushing for growth that creates great companies. It is the continuous symbiosis of consumer discovery and innovation that creates efficient, sustained growth. And this is why Jim Shovel's three magic words are "Discovery, Innovation, Growth" and his rallying cry is DiG !

In this context, your mission is to maximize value creation as measured by earnings growth, and your 5-year long term incentive plan is based on that single objective. Good luck and let's meet again in 2026 !

Pricing: Jim Shovel created a major pricing innovation when he offered the magicPen® on the basis of an annual subscription, following the software licensing model. Every year, customers who renew their subscription receive a new magicPen® equipped with the latest features. In a prepaid postage box, they return their old magicPen® whose parts are recycled.

Innovative Offers and Boosters: At Inovink®, innovation is broadly defined and organized into two sections. The first one includes new "offers" or features that are incorporated in the design of the next magicPen® model. The second one includes activities that can increase the growth of the magicPen® customer base and they are called "boosters".

Conception and Execution: The Inovink® business model relies on two phases. The first is the Conception phase and its purpose is to generate customer-based innovations that create the best conditions for quality growth. It starts with Discovery of customer insights, i.e. ideas for new offers or for new boosters. These insights can then be tested, and eventually designed into new offers or new boosters. The second phase is Execution and its purpose is to offer the most effective deployment of the magicPen® among the Ameurasilia population. Its four activities are Pricing of the annual magicPen® subscription, iComm (interactive communications, customer support…), mComm (mass communications) and Access (sales, distribution, e-commerce…).

Allocation of Resources: To focus management's attention on the most important issues, allocation of resources at Inovink® follows a simple process. The annual budget for Discovery, Test, Design of new offers, Design of new Boosters, iComm, mComm and Access is converted into 1000 points and resources are simply allocated to these seven activities in terms of these 1000 points.