Threadless Case Essay

803 words - 4 pages

The Community Driven business model, or “Crowdsourcing,” is a relatively new, web-based model that harnesses the creative solutions of a distributed network of individuals. One of the benefits of web 2.0. This idea was first proposed by Jeff Howe and Mark Robinson in the June 2006 issue of Wired magazine:
Simply defined, crowdsourcing represents the act of a company or institution taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call. This can take the form of peer-production (when the job is performed collaboratively), but is also often undertaken by sole individuals. The crucial prerequisite is ...view middle of the document...

Information markets, corporate social networks, automated document discovery, touch and gesture interfaces, and other tools are reinventing enterprise knowledge management.
Another example of crowdsourcing is LEGO. Beginning in the late 1990s, the company embarked on a challenge to achieve greater scale without adding infrastructure or changing its core culture. LEGO reached out before the launch of the MINDSTORMS robot kit, asking leading users to help design the product. The end product was quite successful, both because of user involvement and the word of mouth generated among a loyal community. Similar examples include iStockphoto and InnoCentive. Simply, crowdsourcing provides for a problem-solving model that can be generalized and applied to a variety of industries to solve both mundane and highly complex tasks.
For design selection, Threadless makes use of the community driven project, asking the visitors to their website to decide which of the designs on display are popular. With this voting system in place, the company is in a strong position to determine which designs are popular and worth pursuing. Another brilliant move by Threadless is to ask the voters to check a box if they plan to purchase the shirt if it is selected for production.
We would continue with the same process for selecting the winning design for two main reasons. First, the competition has proven successful in creating a feeling of participation and loyalty among the voters. Second, it creates a feeling of accomplishment and establishes “bragging rights” among regular visitors to...

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