Session 3

Shaping a Strategic Vision for The Future

Monday, 11 April 2016

Jacky Mussry
Discussion

What do you think

about The KidZania
Service Concept?
KidZania: Get Ready for a Better World
 A Nation is Born: The KidZania Service Concept
KidZania was conceived as edutainment concept that invited children to role-play adult
activities in realistically themed environments, programmed to mimic real-life.
Discussion

What are KidZania’s

target visitors and
industry partners?
The Target Market

KidZania’s target visitor fell into one of four customer

groups:
 Young families (weekends and public holidays)
 School groups (weekdays)
 Party groups (special programming and food)
 Event groups (gatherings, product launches, or for
special programs such as summer camp)

3-14 years old

SEC: Middle-Up
 Focus on kids from 5 to 11.
Kids from low income
 Activities for kids age 11 to 14
families were also able to
were generally more social in
join by special price
nature (Disco) and physically
(KidZania’s CSR program)
challenging (Climbing Building)

Toddlers and Adult Visitors

Activities ranging from viewing children in the theatre
productions to enjoying coffee and internet access in the
special parents’ lounge
Industry Partners
Industry Partners
Discussion

What is the difference

between Santa Fe
and Cuicuilco
Service Concept?
 The Santa Fe Operation
 The Santa Fe “Ciudad de los Ninõs” operated roughly 40,000 square feet of space in the
upscale Santa Fe shopping center in Mexico City.
 The facility itself offered opportunities for role-playing 80 different activities.
 City staff were encouraged to share KidZania’s core values: passion, creativity, quality,
commitment, integrity, vision, motivation and result orientation.
The Service Concept Evolves: Cuicuilco

 New experiences to its visitors: driving

and various aspects of citizenship.
 Each vehicle was designed with a low
maximum speed and high safety
standards in order to maintain an
accident-free environment.

 Cuicuilco emphasized health, civics,

community, and the environment.
 Kidzania’s focus on developing
children’s global citizenship, being
empathetic and inclusive, as well as
awareness of issues.
The Service Concept Evolves: Cuicuilco
The Service Concept Evolves: Cuicuilco
Discussion

How do KidZania apply

and manage its
experiential learning
concept in different
countries?
Franchising
CITY PLANNING AT KIDZANIA
SELECTING A
LOCATION
Market size, area reputation
(tourism and business),
appealing and considered an
easy destination to get to.
CITY STAFF
Corporate culture, completely
service and kid-oriented,
makes the collaborators’
selection and training crucial.
FOUNDING THE
CITY
Local partner or a franchisee
with global experience that
can implement the concept
to local context.
SAFETY AND
SECURITY
Security system and access,
emergency exit, first aid
location, kid-friendly
materials.
THE CITY PLAN
Replicating environment:
common areas of the city;
common businesses services
and industries.
FACILITY (URBAN)
ECONOMICS
Revenue, expenses, and
capital expenditures (capex).
 Competition
• KidZania might be productively promoted to parents as a place for kids to get unplugged.
• KidZania’s success to date and the fact that role-play could not be protected as intellectual
property led other parties to attempt to replicate the business model, especially in Asia
(where there were more than 50 copycats).

MARKET ENTERING INTO TECHNOLOGY

REGULATIONS
How could KidZania adapt its
business model, including
industry partners, to face
market regulations without
losing profitability?
NEW MARKETS
What adjustments should
KidZania make to enter into
more sophisticated and
crowded markets?
(Implications and Risks)
INTEGRATION
How far should KidZania go
in the integration of
technology in its activities?

DIGITAL
NEW FORMATS
EXPERIENCES
How could KidZania ensure that
such digital experiences would What new alternatives could be
maintain interactivity and explored to extend the
experiential learning experiential learning experience?
fundamentals? (Main Aspects)
Results
Results
Discussion

Experiential learning
activities at Cuicuilco:
whether it should be
rolled out to owned and
franchised parks?
The Management Meeting
KidZania management meeting late in 2013. All were related to ways in which experiential
learning could be expanded within KidZania’s service concept and mission. First on the
agenda was a consideration of the results of several tests of experiential learning activities
at Cuicuilco.

5 Theme Park:

HEALTH AND
DRIVING SAFETY CITIZENSHIP
WELLNESS

ENVIRONMENTAL
COMMUNITY
SENSITIVITY

Assessment:
FINANCIAL EXPERIENTIAL
POTENTIAL LEARNING
Discussion Question
Discussion Questions No.1
 There was substantial support among members of the management group for
including more government establishments as “partners.”
 One benefit of this initiative would be improved relationships with government
agencies that could exercise control over KidZania’s offerings.
 Experience had shown that the selling cycle for such partnerships was longer and
more onerous and the contract period was shorter than KidZania’s typical five-year
contracts in other partnerships.
Discussion Questions No.2
 The driving curriculum proved to be very popular at Cuicuilco.
Discussion Questions No.3
 The Ecological House where children were to make environmentally friendly design
decisions faced a lack of interest by industry partners at Cuicuilco.
Discussion Questions No.4
 Blind Wal-Mart experience designed to sensitize children to a diverse range of
personal differences.
Discussion Questions No.5
 There was a proposal on the table to add a spa as part of the parents’ lounge.
Discussion

Proposal A or B?
Proposal A (London)
Proposal B (Qatar)
Proposal A vs. B

Assessment:

FINANCIAL EXPERIENTIAL GROWTH OF THE

POTENTIAL LEARNING SERVICE CONCEPT
Further Discussion
 Determine which of the Santa Fe and Cuicuilco facility design would be most suitable
for KidZania’s first facility in the US. It was anticipated that, unlike other non-Mexico
parks, KidZania corporate would assume a significant share of the ownership of this
facility.