Innovation · Horse Gaming

Minhest

Minhest explored how people interested in horses and horse gaming could buy a small share of a racehorse and experience ownership without the financial and operational burden of owning one alone.

Project overview

The customer base for horse gaming in Norway was declining, while the dream of owning a racehorse remained out of reach for most people.
Traditional ownership was too expensive and heavily shaped by rules, financing, and care responsibilities, which blocked broader participation.
Minhest was framed as a way to let interested customers buy a small share of a racehorse and enjoy the emotional experience of ownership without the usual burden.
The concept aimed to create stronger engagement with horses and introduce more people to the wider horse gaming ecosystem.

Approach

Used a lean innovation process that began with idea generation workshops and input from both inside and outside the company.
Reviewed ideas through desktop research, domain expert interviews, and Lean Business Canvas evaluation to decide where innovation effort should focus.
Formed hypotheses around customer pain points, interviewed target users, narrowed the audience to two priority segments, and tested whether the problem was worth solving.
Built a no-code MVP with Wix and third-party tools, validated market feasibility at small scale, then handed the concept to a partner company to launch and grow further.

Oct-Dec 2021

Assignment period for the initial innovation, validation, and MVP work.

Priority customer segments selected after evaluating three possible groups.

No-code MVP

Prototype built with Wix and connected tools to test the concept quickly and cheaply.

“The strongest learning was how quickly a concept can be explored, validated, and shaped when ideas are tested early with customers and translated into tangible MVPs with lightweight tools.”