Escapade: Applied Innovation Report, Course Name, Semester 2024

This report presents an applied innovation project focused on Escapade, an escape game provider. It begins with an introduction to Escapade, its initial challenges, and the methodologies employed to address them. The core of the report centers on the proposed 'Tom and Jerry' maze theme as an innovative solution to enhance customer experience and address issues such as outdated game design and high pricing. The report includes a detailed problem diagnosis, a project scope statement outlining specific, measurable, achievable, relevant, and time-bound goals. The report also defines the target audience, identifies the type of innovation (incremental), and discusses prototype development, strategic steps, a SWOT analysis, and risk mitigation strategies. The project aims to increase customer satisfaction and market competitiveness through a low-cost, themed game. The report concludes with a summary of the findings and recommendations for implementation.

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.

8APPLIED INNOVATION
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