Harvard Case - Pivots and Incentives at LevelUp
"Pivots and Incentives at LevelUp" Harvard business case study is written by Benjamin Edelman, Karen L. Webster. It deals with the challenges in the field of Strategy. The case study is 15 page(s) long and it was first published on : Aug 29, 2014
At Fern Fort University, we recommend LevelUp pursue a multi-pronged strategy to address its challenges. This involves a strategic pivot towards a platform-based business model, focusing on value creation for both merchants and consumers. This strategy will leverage technology and analytics to drive growth and innovation, while building a sustainable competitive advantage in the evolving mobile payments landscape.
2. Background
LevelUp, a mobile payments platform, faced significant challenges in 2014. Despite early success in attracting merchants and consumers, the company struggled to achieve profitability. The case study highlights the following key issues:
- Limited Scalability: LevelUp's initial business model, relying on a consumer-centric approach with a loyalty program, proved difficult to scale.
- Competitive Pressure: The emergence of established players like Apple Pay and Google Wallet, coupled with the increasing popularity of credit cards, intensified competition in the mobile payments market.
- Financial Sustainability: LevelUp's reliance on merchant incentives and consumer discounts resulted in significant financial strain, impacting profitability.
The case study focuses on the key decision-making process of LevelUp's CEO, Seth Priebatsch, as he navigates these challenges and explores potential solutions.
3. Analysis of the Case Study
Strategic Framework: To analyze LevelUp's situation, we can utilize a combination of frameworks:
- Porter's Five Forces: The mobile payments industry was characterized by high competitive rivalry due to the entry of tech giants and existing players. The threat of new entrants remained high, while bargaining power of buyers (consumers) was moderate. The bargaining power of suppliers (merchants) was also moderate, leaving LevelUp in a challenging competitive landscape.
- SWOT Analysis:
- Strengths: LevelUp possessed a strong brand, a loyal customer base, and a user-friendly mobile platform.
- Weaknesses: Limited scalability, high operating costs, and dependence on merchant incentives.
- Opportunities: Growing mobile payments market, potential for platform expansion, and integration with loyalty programs.
- Threats: Competition from established players, potential for regulatory changes, and consumer adoption concerns.
- Value Chain Analysis: LevelUp's value chain was primarily focused on consumer acquisition and engagement through its loyalty program. However, this model lacked a clear value proposition for merchants, leading to limited scalability.
Key Issues:
- Lack of Clear Value Proposition for Merchants: LevelUp's initial focus on consumer rewards failed to adequately address merchant needs, leading to limited adoption and high acquisition costs.
- Unsustainable Business Model: The reliance on incentives and discounts created a financial strain, hindering profitability and long-term growth.
- Limited Differentiation: LevelUp lacked a unique selling proposition that could differentiate it from competitors in the increasingly crowded mobile payments market.
4. Recommendations
LevelUp should adopt a platform-based business model to address its challenges and achieve sustainable growth. This strategy involves:
1. Strategic Pivot:
- Focus on Merchant Value: Shift from a consumer-centric approach to a merchant-centric approach.
- Develop Value-Added Services: Offer merchants a suite of services beyond payment processing, such as data analytics, marketing tools, and customer insights.
- Partner with Third-Party Providers: Integrate with existing loyalty programs, POS systems, and other merchant solutions to expand reach and offer a comprehensive platform.
2. Technology and Analytics:
- Leverage Data Insights: Utilize transaction data and customer behavior analytics to provide valuable insights to merchants, helping them optimize operations and marketing efforts.
- Develop AI-powered Solutions: Implement AI and machine learning algorithms to personalize consumer experiences, optimize pricing strategies, and automate tasks for merchants.
- Enhance Platform Security: Invest in robust security measures to build trust and ensure the safety of sensitive data.
3. Growth Strategy:
- Market Penetration: Focus on expanding within existing markets by acquiring new merchants and increasing transaction volume.
- Market Development: Expand into new geographic markets with high growth potential, leveraging partnerships and local marketing initiatives.
- Product Development: Continuously innovate and develop new features and services to enhance the platform's value proposition for both merchants and consumers.
4. Financial Sustainability:
- Optimize Pricing Strategy: Develop a tiered pricing model based on transaction volume, value-added services, and merchant size.
- Reduce Reliance on Incentives: Gradually phase out consumer discounts and focus on building a sustainable revenue stream through value-added services and transaction fees.
- Explore Strategic Partnerships: Seek partnerships with financial institutions, technology companies, and other relevant players to access new markets and resources.
5. Basis of Recommendations
This strategy aligns with LevelUp's core competencies in technology and mobile payments. It addresses the needs of both merchants and consumers by creating a value-driven platform. By focusing on value creation and innovation, LevelUp can differentiate itself in the competitive market and achieve sustainable growth.
Key Assumptions:
- Consumers are increasingly adopting mobile payments and are willing to pay for value-added services.
- Merchants are open to embracing technology and data analytics to improve their businesses.
- LevelUp can successfully integrate with existing merchant systems and loyalty programs.
6. Conclusion
By transitioning to a platform-based business model, LevelUp can overcome its current challenges and establish a sustainable competitive advantage in the mobile payments market. This strategy will enable the company to achieve profitability, drive growth, and become a leading player in the evolving digital payments ecosystem.
7. Discussion
Alternatives:
- Acquisition: LevelUp could seek acquisition by a larger company with existing infrastructure and resources.
- Focus on Niche Markets: LevelUp could specialize in a specific market segment, such as small businesses or a particular industry.
Risks:
- Competition: The mobile payments market remains highly competitive, and LevelUp faces challenges from established players with deep pockets.
- Technological Disruption: Rapid advancements in technology could render LevelUp's platform obsolete.
- Consumer Adoption: Consumers may not be willing to adopt value-added services or pay for mobile payments.
Key Assumptions:
- The mobile payments market will continue to grow, with increasing adoption by consumers and merchants.
- LevelUp can successfully execute its strategic pivot and develop a robust platform.
- Partnerships with third-party providers will be successful and mutually beneficial.
8. Next Steps
Timeline:
- Year 1: Develop and launch the platform-based business model. Focus on acquiring new merchants and expanding existing partnerships.
- Year 2: Expand into new geographic markets and introduce new value-added services.
- Year 3: Focus on data analytics and AI-powered solutions to enhance the platform's capabilities and drive further growth.
Key Milestones:
- Secure funding to support the strategic pivot.
- Develop a comprehensive platform strategy and roadmap.
- Build a strong team with expertise in technology, marketing, and business development.
- Establish key partnerships with merchants, technology providers, and financial institutions.
By implementing this strategy, LevelUp can position itself for long-term success in the dynamic and evolving mobile payments market.
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Case Description
LevelUp's mobile payments service lets users scan a smartphone barcode rather than swipe a credit card. Will consumers embrace the service? Will merchants? LevelUp considers adjustments to make the service attractive to both consumers and merchants, while trying to accelerate deployment at reasonable cost.
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