Sesame • Finchfinger

Introduction

We glimpsed behind the curtain of the elegant and clandestine world of private clubs with our self-initiated Sesame project. Our challenge was to bring this deliberately obscured realm into the digital landscape without removing any of the charm. Our research had us interact with members of the most exclusive clubs in the world as well as lawyers who deal with the notoriously complex federal tax code. In short, it was a blast.

The problem

Unnecessary friction
Today, everything is seamlessly connected. Technological innovations have streamlined and simplified communication among individuals and businesses. With the help of a smartphone and a credit card, one can easily make a reservation at a five-star hotel or restaurant, book a plane ticket with customized upgrades, and sign up for a class at an exclusive gym—all while waiting outside for your ride share to transport you to your next destination.
Social clubs have resisted the push to modernize communications, valuing tradition and person-to-person connections over convenience. No aspect of membership is more antiquated than the complicated game of telephone that must be played in order to access reciprocity benefits. While seasoned members may be quite comfortable with the process of making arrangements with clubs by phone - often relying on the help of assistants—the emerging generations of members and potential members are less understanding.
The research trips for this project were beyond informative. In speaking with club owners, staff, and members, we heard the story of generational differences repeated—as well as the theme of the inherent tension between convenience and tradition. In addition, we learned a little more about tax law than we anticipated—clubs are very mindful of the importance of maintaining the allowable balance of revenue from members and non-members.

The opportunity

Bridging the generational divide
There is a significant opportunity in bridging the gap between the seasoned members who prefer the traditional methods and the emerging generation of members who crave convenience. The challenge lies in addressing the needs of both generations without losing the essence of what a private club membership represents—exclusivity, personalized service, and tradition.
Further, the current restrictions in tax law present a unique opportunity. With an effective platform like Sesame, clubs can strike a balance between revenues from members and non-members, thereby leveraging the tax benefits without compromising the club’s financial stability. Moreover, there is a vast untapped market in membership-based entities, such as museums and cultural organizations, that could benefit from this streamlined and user-friendly approach to communication and access.

The strategy

Evolution through innovation
The key strategy for Sesame lies in its ability to seamlessly merge tradition with innovation. By providing a platform for efficient communication and service access, Sesame will enable clubs to maintain their traditional values while embracing the convenience offered by digitalization.
The strategy for implementing Sesame hinges on a triad of core principles: education, personalization, and growth.
Education is the first fundamental element. It is crucial that clubs and their members are thoroughly educated about the benefits and functionalities of the platform. This calls for a comprehensive onboarding process, followed by in-depth tutorials and the promise of ongoing support, ensuring the successful assimilation of Sesame into their club processes.
The second crucial pillar is personalization. Sesame's success lies in its ability to understand and cater to the unique needs of each club and its members. To this end, the platform has been designed to be highly customizable and adaptable, meeting the specific requirements of each entity it serves, thus making it a truly personal tool for club communication and management.
Lastly, growth forms the third key pillar. As markets evolve and the needs of clubs and their members change, Sesame, too, will need to evolve. This continuous growth will be achieved through the regular addition of features based on user feedback and by exploring new markets, such as museums and other membership-based entities. By evolving in tandem with its users, Sesame will continue to provide a valuable, adaptable tool to its growing user base.

The solution

Open Sesame
Exclusive does not have to mean antiquated.
Finchfinger conceptualized Sesame—a mobile application that connects clubs and members around the world with a simple and elegant design. With Sesame, club members are able to access club services and benefits with near-zero friction.
Sesame allows members to quickly and easily confirm access to reciprocal clubs when they are away from their home club. Not only does Sesame simplify the process of accessing reciprocity benefits, it helps to streamline all aspects of club communications and member transactions. Sesame provides members with the ability to easily make reservations or request services from their home club and a way for clubs to offer different tiers of access to reciprocal members and potential new members in order to maximize revenue. It also facilitates synchronous communications by offering in-app texting and call routing, ensuring that members can still access the same personalized service that clubs traditionally offer.

Quotable

Unveiling the marvels of the new world while gently illuminating the charm of the old.
All without compromising the unique allure that makes them special.
Bravo!

Fund Manager

New York City