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Design a Better Business by Maarten van Lieshout, Erik van der Pluijm, Lisa Kay Solomon, Justin Lokitz, Patrick Van Der Pijl

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Page 194

CASE ONETAB: MATURING BUSINESS MODELS THROUGH PIVOTS

If you want to open a tab in a pub in Australia (as in many other countries), you will have to hand over your credit card. And that is a hassle. Scott and Paul had an epiphany at their favorite bar Cha Cha Char (Australia): an app that would solve everything.

AFTER THREE BOTTLES OF WINE WE WERE “READY TO LAUNCH . . .”

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1 HOUSE OF CARDS

Scott Cross and Paul Wyatt were convinced that settling a bill would be much easier via an app. It would solve the waiting, card loss, forgetting to sign off or even to collect your card.

2 NOT MY PROBLEM

They had an app built based on the assumption that punters would pay for the app to have their problem solved. Scott and Paul were proven wrong. It wasn’t about the app at all.

3 THE POURERS PROBLEM

The real problem was with the bar owner: fraud, administration, lost or forgotten credit cards, unpaid bills. They were surely willing to pay for a convenient solution that solved these pains.

4 A MATCH MADE IN HEAVEN

At OneTab they realized that more convenience for the punter and less administrative hassle for the pourer could be solved with one (multisided) platform. The latter would pay for the use as the former surely would order more!

5 ACCESS TO KNOWLEDGE

Using POS providers ...

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