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Targeting Ethically, and Go Get Em's Revenue Model

Every area of operating a business must be subject to ethical consideration - every single area. That includes asking questions like: who will my business' customers be?


A question I often get comes in the form of a conversation, that goes something like the following:


"So... it's a game designed to help the un / under-employed create their own job?"


"Yeah, exactly!"

"So... can someone who's unemployed afford to buy a card game?"


"Probably not! Good thing I don't want them to buy it!"


"... Huh?"


Creating an ethical business model includes, by necessity, discussions around ethical targeting - the discipline of creating supply chains and revenue streams that do everything reasonably possible to discard any practices that might carry even the slightest possibility of becoming predatory.


Here is what that means for Go Get Em...


Targeting Unemployment Services

Unemployed people can't sustainably afford nice things - sadly, that is an expected result of the predicament in which they find themselves. Go Get Em accepts this premise as true. One way of getting the card game into the hands of unemployed people, then, is to strategically target unemployment services. These are organisations who already have contact with significant numbers of un / under-employed people, and who are in need of resources to utilise in their work. Go Get Em, in this setting, functions as one such resource.


Incentivising Gifting

Go Get Em's revenue model does still rely in-part on direct sales to customers, and so it has created a permanent 5% discount for any game purchase that is intended for someone other than the buyer. It is a small amount, but it is enough to reward and incentivise those who purchase Go Get Em on behalf of someone who may not be able to themselves.


Sharing is the very nature of a card game

The very nature of Go Get Em as a product is that it is shared - it is a card game! Only one player actually needs to have access to a copy - either having bought it themselves, or come by it some other way.


What do you think it means to target ethically? What businesses do you know who don't, or don't consider their supply chain and revenue model? What can we do to respond?

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