Applied Innovation: Enhancing Escape Gaming Experience with Tom and Jerry Maze Theme

This article discusses how Escapade, an escape gaming organization, enhanced their customer experience by implementing the Tom and Jerry maze theme. It covers the issues faced by the organization, methodologies employed, project scope statement, target definition, type of innovation, and strategic steps taken. The article is relevant to the subject of Applied Innovation and the course code is 6.

Running head: APPLIED INNOVATION
APPLIED INNOVATION
Name of the student
Name of the university
Author note

1APPLIED INNOVATION
Table of Contents
Introduction to Escapade and the issues faced by the venture.........................................................2
Escapade......................................................................................................................................2
Initial issues faced by the organization........................................................................................2
Methodologies employed.................................................................................................................3
The innovation: Tom and Jerry maze theme...........................................................................4
Diagnosis of the problem.................................................................................................................4
Project Scope Statement..................................................................................................................5
Target Definition and Type of Innovation.......................................................................................7
Target for the innovation.............................................................................................................7
Type of the innovation.................................................................................................................7
Prototype..........................................................................................................................................9
Strategic Steps...............................................................................................................................10
SWOT Analysis.............................................................................................................................14
Challenges and Risk Mitigation.....................................................................................................15
Challenges..................................................................................................................................15
Risk mitigation strategies..........................................................................................................17
Conclusion.....................................................................................................................................19
References......................................................................................................................................21

2APPLIED INNOVATION
Introduction to Escapade and the issues faced by the venture
Escapade
The concerned organization, Escapade, was established in January 2015 and the
organization aimed at providing proficient escape gaming experience to the users (Escapade NZ,
2019). The organization is headquartered in Auckland, NZ. The vision of the organization is to
provide the customers and game enthusiast with unique and live escape experiences. The
evolution of the game since its inception enabled the organization in following the experience
based needs and preferences of the visitors. It has been noted that 70,000 people have already
played the kiwi game that is offered by Escapade (Escapade NZ, 2019). The management
structure and the functions are reliant on the effective management of the operations in alignment
with the needs of the customers. The assessment of the needs of the customers and the adherence
to the same enabled the venture in ensuring the sustainable edge.
Initial issues faced by the organization
The organization faced considerable issues that restricted the quality of the experience
that is proposed by the organization. According to a visitor, the game Tom and Jerry Mouse
Maze was simply ‘old school’ and that it was not worth paying that huge sum of money for the
experience (TripAdvisor., 2019). On the other hand, another visitor commented that the puzzles
were flawed and sounds of people from the other rooms were audible which killed the
experience quotient (TripAdvisor., 2019). Therefore, it might be noted that the major issue that
is being faced by the gaming organization is based on the lack of efficient and skilled engineers
for planning the quality of the offerings. The lack of skilled engineers in the organization
minimized the rate of successful projects which again affected the brand image of the venture.
The quality management related issue of the organization is chiefly based on the lack of talented

3APPLIED INNOVATION
engineers. The lack of adequate training to the engineers restricted the organization in enhancing
the quality of the experience. Therefore, the lack of efficient quality management related
operations affected the quality of the experience that is proposed by the venture.
Methodologies employed
The methods that are employed by the organization is grounded on quality management
based efforts. The quality of the engineering operations determined the perfection in the mazes
and the position of the rooms for providing the clients with a unique experience in return of the
money that is being charged. The organization aimed at developing the position of the rooms and
efficient planning on the puzzles to avoid flaws and failures. The improvements in the quality of
the room design and the puzzles through introduction of the Tom and Jerry game maze for
ensuring the rate of satisfaction among the visitors. Mazzei, Flynn and Haynie (2016) opined
that the efficient quality management initiatives of the organization support an organization in
ensuring the loyalty of the customers towards the propositions. In this relation, Escapade, has
taken steps to evaluate the preferences of the consumers while developing the Tom and Jerry
game.
The evaluation of the concerns that are faced by the escape game enthusiasts would
enable the venture in improving the design of the puzzles and remove flaws and loopholes from
the same. Plotnikova, Romero and Martínez-Román (2016) opined that the evaluation of the
needs of the customers would also support the organization in improving the quality of the
experience that is being proposed by the venture. In this relation, the major issue that is being
faced by the organization is due to the lack of proper design of the rooms through which the live
gaming experience would be initiated. Therefore, the organization aimed at involving adequately

4APPLIED INNOVATION
trained engineers with the objective of re-modelling the arena and the rooms for providing better
experience to the game enthusiasts while retaining the loyalty of the same.
The development of the organizational operations while observing the changing
expectations of the customers towards live gaming experience would ensure the proficiency of
the quality management operations of the same while remodeling the propositions of the same.
The organization primarily aimed at removing the glitches from the puzzles. On the other hand,
the higher priced offerings of the organization and the propositions based on ‘Old school’ level
affected the rate of operations of the venture while operating in the different markets. In this
relation, Castaño, Méndez and Galindo (2016) opined that the price of the propositions greatly
influenced the involvement of the customers in the different propositions that are planned by the
organizations. Therefore, the involvement of the engineers in improving the position of the
rooms enabled the organization in ensuring the quality of the experience that is being provided to
the customers as per the propositions.
The innovation: Tom and Jerry maze theme
The Tom and Jerry maze is being developed as an innovation by the organization,
Escapade, with the objective of maximizing the rate of involvement of the visitors. The
organization aimed at developing the experience of the game through the involvement of the
cartoon characters that would encourage the inquisitiveness of the customers. On the other hand,
the different changes in the structure of the game would enable the organization in developing
the interest of the customers while improving the design of the maze.

5APPLIED INNOVATION
Diagnosis of the problem
It is to note that according to the real live entertainment game survey, majority of the
participants (95%) are interested in the game. Among them, 38% are interested in the Tom and
Jerry Mouse Maze game but are not willing to pay more than 30$ for the same. Other 57% are
willing to pay whatever price it takes. Hence, the main limiting factor here is the cost
preferences. The price of the game is high and this is making the customers distracted to the
other affordable games in the market. It has been identified that there are certain issues faced by
company, which could be easily mitigated by the proposed game. Firstly, there is often rise of
conflicts with the customers. With the change and improvements in technology, the expectations
of the customers are also changing towards live gaming experience. This is further creating a
sense of conflicts among the customers and that of the company as it is failing in delivering what
the customers expect from them. Furthermore, the improvements that are planned by the
organization did not work for the same as the organization did not implement sound proof
technologies for obstructing the sounds from the other rooms. On the other hand, the lack of
suspense in the game also affected the quality of the experience that is being proposed by the
organization. The chief modifications are initiated by the organization with the objective of
enhancing the experience of the customers. Apart from this, there is non-compliance with the
health regulations that are imposed by the government. Also, there is shortage of employees
within the organization and this is further limiting down the ability of serving the current
customers of the company and growing the business. Therefore, the lack of proficient skills and
absence of planning restricted the capacity of the organization to develop efficient change
procedures while observing the changing expectations of the customers and visitors for an
extensive experience.

6APPLIED INNOVATION
Project Scope Statement
The project that would be considered by the organization is to implement a low cost
game (Tom and Jerry Mouse Maze) with improved Tom and Jerry theme which will produce
different sounds for enhancing the rate of adventure experienced by the customers as they are
locked in a room.
Specific The organization’s project would aim at
implementing a game named Tom and Jerry
Mouse Maze with the objective of inducing
sound effects for enhancing the experience of
the customers with affordable prices.
Measurable The game would support the organization in
enhancing the rate of visitors by 6% within
the next 6 months through enhancement in
customer satisfaction
Attainable Tom and Jerry Mouse Maze game is
attainable as it would simply require the
implementation of advanced sound systems
with the objective of enhancing the puzzles
and thereby maximize the experience, as a
proposition for the customers
Relevant The implementation of the Tom and Jerry
Mouse Maze game is relevant to the
organizational goal of providing the

7APPLIED INNOVATION
customers with a real life maze environment.
Time based The time that will be required by the
organization while implementing the game
will be 3 months after suitable assessment of
position, which would be beneficial for the
venture.
Target Definition and Type of Innovation
Target for the innovation
The innovation, Tom and Jerry maze game that is being planned as a part of the project
for the organization will be targeted at the preferences of the customers of receiving a better
adventurous experience for the investments that are made by the same for the value proposition
of Escapade. The innovation would support Escapade in maximizing the rate of customer
satisfaction. The primary target of the organization will be all the customers and visitors that
expects an enhancement in the escape experience. However, the organization will segregate the
target in broadly two heads, the kids and the adults. The children below the age of 12 years and
adults above the age group of 60 years would not be allowed in the rooms that are modified to
the Tom and Jerry theme with the objective of avoiding traumatic situations. The development of
the target customers for the innovation process would support the organization in enhancing the
arte of experience in agreement with the experience based needs of the customers while avoiding
traumatic or health issue relating situations.

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Type of the innovation
The organization’s innovation program will be incremental by nature as it will aim at
improving the existing operations and procedures with the objective of maximizing the
experience based offerings to the customers. In this relation, the organization will develop the
operations and procedures with the objective of improving the experience of the customers.
Allal-Chérif and Bidan (2017) stated that the application of incremental innovation enables an
organization in improving the range of propositions or procedures without altering the whole
process. In this relation, Escapade would significantly take steps to implement the Tom and Jerry
theme while focusing on the developmental process while observing the changing preferences of
the customers. The innovation in the existing organizational model will enable the venture in
continuing with their propositions while improving the visitor experience. The application of the
Tom and Jerry themes as an innovation would fetch incremental values to the propositions.
Meyer, Crane and Lee (2016) opined that the incremental innovation enables an
organization in maximizing the existing value that is proposed by the organizations while
enhancing the rate of customer loyalty. As per the case of Escapade, the diverse range of
innovations that are planned by the organization is reliant on the expectations of the customers.
Kaivo-oja and Santonen (2016) quantified that incremental innovation enables an organization in
improving the rate of operations while increasing the effectiveness of the operations. In this
relation, Escapade’s implementation of the new game technology in the different rooms would
support the venture in providing the visitors with an immersive experience that is being
demanded by the customers. Therefore, the exposition of the incremental innovation in the
organizational model would support Escapade in influencing the value proposition while
adhering to the interests and expectations of the target group of visitors.

9APPLIED INNOVATION
Check
specification
Pilot testing
Mitigating
the issues
Yes
Initiating employee
skill development
No
Enhance
skills
Running live game
Yes
No
Start
End
Searching for
alternative options
Prototype

10APPLIED INNOVATION
Figure 1: Flow chart on decision making of Escapade
(Created by the author)
The flow chart tries to portray a clear identification of the decision making regarding the
implementation of the Tom and Jerry theme. Firstly, the specification of the theme will be
analyzed in order to make sure the technology will serve the purpose of maximizing the
customers. After that, a test running is going to be initiated. In this regard, if the sound will suit
the environment then the amplifier will get connected otherwise the decision will get cross
checked along with the specification of the Tom and Jerry theme. In this process, it is highly
important for Escapade to get rid of the trial and error method and make proper decision making
in relation to the purpose of the company. The efficacy of the Tom and Jerry theme will result to
connect within the arena. As a result of that it is expected that the ambience will be enhanced
within the arena. If the Tom and Jerry theme fails to serve the purpose then it will be important
for the organization to search for alternatives and initiate the decision making process again. If
the Tom and Jerry theme succeed to fulfill the purpose then Escapade should implement the
system officially. This will be the final stage of the decision making process and flow chart also
supports the steps.
Strategic Steps
Goal Activities Responsible
person
Time frame Associated
cost
Consumer
analysis
 Conducting
surveys
 Reviewing
Market analyst 2 weeks (5
days a week)
AU$ 5/ 3 hours
of survey a day

11APPLIED INNOVATION
the posts and
reviews
provided by
the customers
 Developing
reports on the
needs and
preferences
of the
customers
Consultation
with the
stakeholders
and planning
the outline of
the innovation
 Undertaking
seminars and
discussion
forums with
the different
stakeholders
 Creating
Audio/Visual
presentations
for close
discussions
and
feasibility
CEO,
departmental
managers,
internal
auditors, market
analyst,
designer, sound
experts
3 weeks

12APPLIED INNOVATION
checks
 Developing
plans for the
innovation in
obedience to
the needs of
the customers
Budgeting  Identifying
the major
sources of
costs
 Allocating
costs for the
different on
the activities
 Creating an
interim
budget based
on the
operations of
the venture
while
operating on
CEO, designer,
accountant of
the organization
1 week Salary:
$750/day

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the
innovation
Implementation
of the
innovation
 Developing
the resource
base through
feasibility
study
 Implementin
g the
prototype as
per the
innovation
based needs
of the
organization
Designer,
engineers,
sound experts
6 months Salary for
engineer: $ 200
Salary for
designer: $ 750
Salary for
sound experts:
$200
Cost of raw
materials:
$2,000
Monitoring and
control
operations
 The customer
reviews and
experience
would be
collected
through the
development
of survey
Quality analyst Every 1 week Cost of printing
a lot of 500
survey sheets: $
2

14APPLIED INNOVATION
forms at the
end of the
game Tom
and Jerry
Mouse Maze
 Control
mechanisms
would be
chiefly based
on the
feedbacks
that are
provided by
the customers
SWOT Analysis
Strengths
 Unique proposition in the market
 Competitive benefits
 Retaining the loyalty of the customers
Weaknesses
 Noncompliance of the Tom and Jerry
theme
 Enhanced maintenance charges
 Maximized cost of labor
 Expenses overriding to around

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$10,000- $15,000
Opportunities
 Growth in the developing and
developed economies
 Developing digital promotional
methods
 Sponsoring events for community
engagement with the objective of
enhancing the brand image
Threats
 Immersive and real- life experience
and queer sounds that would be given
out by the thematic design might
affect the health through traumatic
disorders
 Might not comply with the health
regulations that are imposed by the
government
Challenges and Risk Mitigation
Challenges
The major challenges that might be faced by the organization while implementing the
innovation is being detailed in this section of the assessment.
 Conflict with customers: The lack of proper planning related activities might restrict the
capability of the venture in improving the market situation that is faced by the same. The
lack of appropriate planning of the innovation might restrict the organization while
obeying the experience related specifications of the customers. Therefore, the lack of
efficient planning might result to the conflict of the organization with the customers. The
differences in the actual value of the proposition and the real value of the same might
affect the rate of sales of the venture. It has been noted that the organization is looking
forward to bring forth changes in the ambience with the objective of proposing the

16APPLIED INNOVATION
customers or visitors with an immersive experience. On the other hand, the different
modifications in the organizational operations are reliant on the effective adherence to the
customer specifications. The different changes in the organizational operations are
reliant on the effective functioning of the systems in observance with the needs of the
customers. The organization aimed at improving the experience that is being proposed by
the same through inclusion of immersive experience. Granados (2018) opined that
adequate planning enables an organization in identifying the feasibility of the innovation
while operating in the deferent markets. However, the lack of proficient planning and
budgeting related activities might restrict the organization in implementing the new
game technologies. On the other hand, the unclear understanding of the target segments
before planning the modifications might also affect the quality of the experience that is
proposed by the venture. Noncompliance of Tom and Jerry theme: The Noncompliance of the Tom and Jerry
themes relating to technological glitches might affect the rate of operations of the venture
while operating in the different markets. Noncompliance factors of the new game
technology might raise the sound emitted from the devices which might result to health
concerns faced by the customers or the visitors. Noncompliance of the technologies
resulted to the efficiency of the operations in alignment with the needs of the customers.
The faulty thematic design might again affect the quality of the maze that is developed by
the organization. The faulty maze and the broken sounds from the Tom and Jerry theme
might restrict the organization in providing the customers with a better experience as
value proposition.

17APPLIED INNOVATION
 Employee conflict: The maximized cost of the project might again restrict the capability
of the organization in maintaining the financial stability of the same and result to an
abrupt ending. It has been noted that a total cost of $10000- $15000 might be encountered
by the organization while developing the new game, Tom and Jerry maze. The
maximized cost might also influence increasing conflict among the employees. The lack
of feasibility and budgetary audits might affect the rate of operations of the venture while
implanting the technology. The inefficient evaluation of the costs that might be incurred
by the organization, including salaries and cost of raw materials, while implementing the
technology might result to cost override. Täuscher (2017) defined cost override in a
project as a situation where the organizations use up all the required resources and face a
scarcity. In this relation, the organization might take steps to lay off most of the
employees with the objective of reducing the effect of cost override resulting to internal
conflicts within the employees.
 Enhancement of cost of the proposition: The enhanced operational costs might result to
maximization of the cost of propositions that are being currently provided by the
organization. The enhancement of the costs of the propositions might reduce the rate of
customer or visitor engagement and thereby significantly reduce the volume of the
operations. Fellnhofer (2017) stated that the enhanced operational costs of an
organization and the consideration of the customer concerns leaves little margin. The
major concern that is being faced by the organization is related to the price which cannot
be increased by the same as it might cut off a significant amount of loyal visitors. On the
other hand, the operational costs cannot be controlled by the venture as it required

18APPLIED INNOVATION
appropriate implementation of technologies. Therefore, the organization might face
significant issues in drawing a fair margin after implementing the new game unit.
Risk mitigation strategies
The risk mitigation strategies that might be employed by the organization are:
 Project being updated all the time: The organization, Escapade, must take steps to
develop efficient planning through frequent feasibility checks. The feasibility checks
would enable the venture in updating the range of operations while obeying to the
changing needs of the customers. Suitable process planning while consulting with the
different stakeholders would enable the venture in minimizing the rate of risks in the
entire technology implementation process. The consultation with the stakeholders would
enable the organization in empowering the informed decision making. On the other hand,
the proficient planning activity of the organization would enable the organization in
allocating different job responsibilities for uninterrupted functioning of the processes.
 Training of the staff members: The training of the staff members would enable the
venture in developing the range of operations while improving the design of the maze
game. The training of the employees would also allow the organization in reducing the
rate of employee conflicts and maximize collaborative functioning of the workforce
towards meeting the corporate goals of the venture. The key changes in the organizational
operations will be reliant on the integrative functioning of the stakeholders. Therefore,
providing training to the existing employees, not considering the layoffs, would enable
the venture in maximizing the rate of operations of the venture.
 Budgeting efficiently during the planning phase: The organization, Escapade, might
undertake an evaluation of the budget with the objective of ensuring the uninterrupted

19APPLIED INNOVATION
functioning of the different systems while operating in the different markets. The
different aspects of change in the organizational operations will be developed through a
range of operations while developing relevant technologies in alignment with the needs
of the customers. The budgetary planning of Escapade would assure the venture in
developing the financial capabilities of the same while implementing the technology in
adherence to the expectations of the customers. Applying lean management and Construction facilities Act : Escapade might consider
the lean management principles with the objective of reducing the rate of wastes that are
generated through the implementation process. On the other hand, the compliance to the
Construction Facilities Act would enable the venture in maintaining the efficiency of the
operations while operating in the different markets. Moreover, the reduction of wastes in
the implementation process would ensure the minimization of the operational costs and
thereby enabling the organization to earn a fair margin. The key changes in the
organizational operations will be rested on the effective functioning of the systems with
the objective of preserving the efficiency of the operations.
Conclusion
Therefore, it might be noted from the report that the organization might implement an
incremental innovation with the objective of adhering to the expectations of the customers in
enhancing the gaming experience of the same. The report enumerated the initial activities that
was undertaken by the organization for enhancing the experience of the visitors. The research
also detailed an innovation relating to the implementation of the new Tom and Jerry theme
escape experience for ensuring the sustenance. Therefore, it is expected that the implementation

20APPLIED INNOVATION
of the innovative design would allow the organization in enhancing the rate of customer
satisfaction through its improved value proposition.

21APPLIED INNOVATION
References
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culture, knowledge, innovation, and desire. Journal of Innovation & Knowledge, 2(1),
31-38.
Castaño, M. S., Méndez, M. T., & Galindo, M. Á. (2016). Innovation, internationalization and
business-growth expectations among entrepreneurs in the services sector. Journal of
Business Research, 69(5), 1690-1695.
Escapade NZ. (2019). Escape Rooms - Ranked #1 on Trip Advisor | Escapade NZ. Retrieved 12
August 2019, from https://escapadenz.co.nz/
Fellnhofer, K. (2017). Drivers of innovation success in sustainable businesses. Journal of
cleaner production, 167, 1534-1545.
Granados, C. (2018, January). How do new technologies change managerial practices? Digital
platforms and innovation processes. In Paper to be presented at the DRUID Academy
Conference (pp. 1-22).
Kaivo-oja, J., & Santonen, T. (2016). Futures of innovation systems and innovation
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Mazzei, M. J., Flynn, C. B., & Haynie, J. J. (2016). Moving beyond initial success: Promoting
innovation in small businesses through high-performance work practices. Business
Horizons, 59(1), 51-60.

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Meyer, M. H., Crane, F. G., & Lee, C. (2016). Connecting ethnography to the business of
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Plotnikova, M., Romero, I., & Martínez-Román, J. A. (2016). Process innovation in small
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