Moon Community
Developing A Sustainable Business Model For An Online Members Club For Parents Wanting To Connect and Be Inspired
Project Type
Innovation
- Business Model Design
Digital Marketing
Challenge
Moon Community is an exclusive online forum for upper-middle class families looking for answers and recommendations for all their childcare questions, from where they can take their kids for entertainment or where to find reliable GPs in London.
The client had been building the community via a Whatsapp group but wanted to take it to the next level and create a sustainable business.
Our task was to create a business model to transform an informal group of mothers, assistants and nannies into a credible and trusted reference platform providing valuable content that is hard to find elsewhere online. The business model and the platform had to tap into values of sharing, communication, creativity, learning, expression, planning ahead and security.
The business model also had to generate revenue and attract advertisers to make it viable in the long term.
Intervention
We began by conducting a workshop with the client in Riyadh where we used tools and frameworks to help us understand the needs of the audience, the landscape of the business, and possible business models we can adopt and ways to generate revenue.
We developed a subscription-based business model for Moon Community which offered three membership options: monthly, quarterly and yearly, with special discounts for nannies and assistants. Subscribers would unlock access to a rich catalogue of exclusive and relevant articles edited by highly-skilled professionals, a service directory and a private chat forum. We recommended that Moon Community develop relationships with influencers to promote the platform and attract new members from the target audience,
For each activity they participated in on the blog, members would collect points redeemable for curated products and offers, incentivizing knowledge sharing.
This main revenue stream would be bolstered by advertisements, sponsorships, exclusive events and workshops. To secure valuable rewards for members, we recommended that Moon Community build a network of B2B alliances in various fields such as spas, restaurants and medical centers.
Results
We came up with a subscription-based business model for Moon Community that would create value for all different members of the community. We also helped design an appealing website and recommended essential features to be included, in addition to uplifting their existing logo and brand identity. As a result, Moon Community is now launching its safe platform for exclusive online members club for people who want to connect, create and be inspired. A space for their community of like-minded people to engage, and spark the conversation when it comes to family, business, travel, hospitality and beyond.
We have recently collaborated with Moon Community team on launching a set of teaser social media posts pending the full launch of their online platform.
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