Mission given to the teams

Brief given to the teams

An entrepreneur, Mr Shovel, has invented and developed a new novel product, the Magic Pen, designed, manufactured and distributed by his company Innovink. This company has enjoyed early rapid growth, and Mr Shovel would like you to take over its leadership while he distances himself from its operations. You are incentivized on maximizing the earnings growth of the business over a 5 year period. The activities the DiG teams have to perform in a given year include:


  • Set the group strategy for the 5 years
  • Discovery of customer insights
  • Testing of these insights for technical feasibility and business potential
  • Design of new features to enhance the MagicPen
  • Design of new boosters to enhance the growth of the MagicPen
  • Setting the price of the Magic Pen
  • Communication decisions : Mass communications / Interactive communications / Sales force and distribution
  • Analyse performance indicators and customer reports

When decisions for a given year have been finalized, a DiG team can launch the simulation for the year. The whole DiG situation is then moved by one year and all parameters are updated according to the decisions made by the team.

Some of the key information made available to the teams


  • Earnings and earnings growth
  • Number of customers and their status (dissatisfied, passive, satisfied, engaged)
  • Number of non-customers and their status (aware and non-aware)
    Customer value (WTP – willing To Pay)
  • Market data (coverage, mass communications, interactive communications…)
  • Financial data (unit cost, unit contribution)
  • Insights pipeline (discovered, tested, designed)
  • Impact analysis (impact of key decisions on earnings growth

Competition between teams

DiG teams do not compete directly against each other. But they all face the same starting situations and are subject to the same conditions and parameters. Their results after 5 simulated years are thus completely attributable to their decisions and can be compared to establish a performance ranking. In this way, the teams indirectly compete against each other and this provides an effective and enjoyable learning environment.