Navigating through an unknown building can be a huge hassle and - let's face it - highly frustrating. Given the costs incurred (including opportunity costs), indoor navigation should be as simple and convenient as possible. Contagt has created a solution that redefines indoor navigation. The Mannheim Startup solves problems in buildings in an innovative way by offering an app for indoor navigation that revolutionizes navigating through buildings and reception processes. Contagt thus not only increases the satisfaction of the visitors / guests, but also the efficiency of the building operators in the building management. Contagt is one of the first players for indoor navigation in the German and European arena. The technology is has a high degree of uniqueness. There is thus little reference on experience values and industry benchmarks that can be used for business model development and pricing. What is an adequate profit margin and how is indoor navigation to be priced at all? By the area of the building, per user, per installed app, per month, per hour in a subscription-based model? The combination of possibilities seems endless. Or should a freemium model be used with potentially faster gain in market share and hedge position before potential new competitors follow suit? At this point, Peter's Inside the Venture project stepped in, in which he planned and carried out an in-depth business model analysis to develop a dedicated pricing strategy for contagt. Peter also designed and conducted all the necessary market and competitor analyses plus lots of interviews to derive the relevant spectrum by customer groups in value-based pricing. In his theory chapter, Peter wrote a qualitative empirical paper on freemium business model adoption.
contagt - Inside the Venture M.Sc. Thesis (Peter Krysta)
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