Lizard Global's Works

MUSTR

Redefining Accessibility In Horse Racing Through Micro-ownership In Australia

Services

Industry

Project Background

Discover how three Australian brothers are transforming the elite world of horse racing, making ownership accessible to Australians. Through MUSTR, their innovative platform, fans can buy micro-shares in racehorses, connecting with the sport like never before. Learn how MUSTR opens the gates of this prestigious industry to a new generation—creating a community where anyone can experience the thrill of horse racing without the financial hurdles.

Challenges

The Hay brothers recognized that while horse racing in Australia is an exciting and prestigious sport, it is often exclusive, and backwards with participation largely limited to the wealthy and done manually. High costs associated with horse ownership, race attendance, and other aspects of the sport have created a barrier that prevents the average person from actively participating. This exclusivity has left a significant portion of potential fans and participants as mere spectators. The challenge for the brothers was clear: to find a way to expand participation to a broader audience without compromising the sport's elite image. They sought to bridge the gap by making horse racing more accessible and engaging for a wider audience, while still preserving the allure and exclusivity that make it so captivating.

Problem solving with design thinking workshop

To turn this vision into reality, the Hay brothers collaborated with Lizard Global, who played a crucial role in transforming their concept into a functional, secure web app. The development team worked closely with MUSTR to ensure a seamless user experience, creating features for secure share purchases, account management, and ongoing updates on users' horse shares. With this platform, MUSTR not only offers a way for fans to be involved in horse racing but also builds a vibrant community through exclusive events, updates, and connections with the horses and their caregivers. This innovative approach opens up horse racing to a younger audience, especially those in their early 30s, and offers an exciting new way to engage with the sport.

Key features

Increased Accessibility and Democratization

By significantly lowering the cost of entry, MUSTR opens up horse racing ownership to a much broader audience.

Sustainable Revenue Model

Micro-share purchases generate revenue for MUSTR, which can be reinvested in acquiring more horses, enhancing the platform, and creating more engagement opportunities for shareholders.

Enhanced Engagement and Community

Through the platform’s event offerings and real-time updates, users feel connected to their investments and each other, fostering loyalty and interest in horse racing.

New Audience Segment

By targeting younger audiences, MUSTR helps introduce a fresh demographic to horse racing, which can have long-term benefits for the industry by rejuvenating its fanbase and expanding its reach.

The impact

Affordable Racehorse Ownership

Mustr's micro-share model lowers the financial barrier, allowing enthusiasts to own a portion of a racehorse for a fraction of the traditional cost.

Engaging Community Experience

Beyond ownership, users receive regular updates on their horse's progress and can participate in exclusive events, fostering a sense of belonging and excitement.

Attracting a New Generation

By targeting younger demographics, Mustr revitalizes interest in horse racing, expanding the sport's reach and ensuring its continued relevance.

Conclusion

With MUSTR, the Hay brothers have created a bridge between tradition and innovation, making the exclusive world of horse racing accessible to all who wish to join in Australia. Whether you’re a horse racing aficionado or a curious newcomer, MUSTR is set to redefine how people connect with and participate in this timeless sport.

Visit MUSTR's website

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