How to play
Your first year, step by step.
You run a challenger consumer brand for one year against two rivals that answer back. Four quarters, about an hour in all. No account needed.
How a year runs
- Take your seat
CEO, CMO, CFO or Chief Customer Officer. AI colleagues sit in the other three seats and propose their own calls.
- Set up your company
Name it, pick what you sell and where, and accept the board's mission. Or use the defaults and start.
- Read the briefing
Each quarter opens with where you stand against the leader and the board's targets. The data room has the detail.
- Make your calls
Price, the media budget, the media mix and deals with retailers. Each option shows what it may win and what it costs.
- Answer the rival
Mid-quarter a rival moves and the game stops for you. Pick one of three answers, each priced.
- See the results
The quarter's accounts, and what held. Then the next quarter, four in all.
- Face the board
At mid-year you put a business case to the board. The directors vote; a no means the plan changes.
- Get your grade
At the end of the year you are scored on the targets the board set, with a debrief of what each call did.
Four tips for the first year
- Read the board's targets first.
The grade is the board's targets, not the biggest share. Profit can matter as much as growth.
- Ask the Advisor.
It runs your options through the same engine and tells you what the table doesn't. It bills a fee to overheads, so ask when it counts.
- Expect the leader to answer.
Take a lot of share at once and the leader hits back, usually a quarter later.
- Stop when you like.
Your game saves in this browser after every step. Continue it from the home page.
Running it with a group? See teams and classes and the facilitator kit.