The ACE IntelliGym: Strategy from Scratch
Udi Aharoni, Erez Cohn, Orion Avidan
Organization:
Applied Cognitive Engineering (ACE)
Industry:
Professional, Scientific & Technical Services
Areas:
Entrepreneurship, Industry, Innovation, International Business, Marketing & Sales, Strategic Management, Technology
Description:
Applied Cognitive Engineering (ACE), a small Israeli company specializing in computer-based cognitive simulation training based on special training method developed for the Israeli combat pilots was established on summer of 2003. Their first product, the Basketball IntelliGym, was launched in the USA market in 2004. The product is a revolutionary concept as it helps to improve game intelligence, once considered a given talent, and improves actual performance by as much as 30%. Contrary to expectations, by early 2008 it was clear that the Basketball IntelliGym business was not developing according to plan. The company has to decide what business model it will use, in what markets, where it will be getting funding and how it will recruit partners. It must also map the risks ahead and plan for them.