Innovation And Enterprise: Bungee Essay


Discuss about the Innovation and Enterprise for Bungee.


Background and History of the Business/owner

Bungee as it is known was started by a small group of people who were known to throw themselves from “huge towers” for several centuries using only few vines that had been tied to their feet. Initially, Bungee Jump was known to have been established by Hen Van Asch and AJ Hacket who were known to have met each other while skiing in the Wanaka parts of New Zealand (Guthrie, 2001). The two gentlemen were quite convinced that through the establishment of the Bungee Jumping, other people would actually be willing to pay in order to experience or feel the adrenaline rush that was associated with the innovation. After making some extensive testing using the latex rubber cords, numerous extreme jumps were actually made.


On the 12th of October in 1988, regardless of the fears by some skeptics who had thought that Bungee Jumps will never be a tourist attraction, the first “World Commercial Bungee Jump Operation” was ultimately opened at the “Kawarau Bridge”. During that time, the organizers were granted a thirty-day license that gave them permission to do their operations from the country’s Department of Conservation (AJ Hackett Bungy, 2017). Some people at first assumed that Bungee Jumping was just but a tourist fad which had limited commercial viability and consumer appeal.


During the first day of the Bungee Jump, twenty eight individuals paid $75 each in order to leap off from a bridge that had 43 metres with a Bungee cord which was attached to the ankles of the participants. This made Henry and AJ to have a strong belief that their product was safe but in order to effective convince both the public and the Tourism Industry, they realized that they actually required a method of assurance that was independent. As a result, they worked together and developed what was called a Bungee Code of Practice that was aimed at providing a framework for both the Australian as well as the New Zealand’s Bungee Jump Standard (Barnard et al, 2016). Indeed, Henry and AJ’s company became the first in the world to be accorded with the “S” Mark for “Exceptional Safety and Quality Assurance” in Bungee Jumping. This was ultimately followed by the completion of an independent audit of all the major jump sites by the Standards Association of New Zealand after every 6 months. As a result, the launching of the “Kawarau Bridge Bungy Site” has since time immemorial been hailed as being the “Birth of Adventure Tourism” in New Zealand and indeed, it played a significant role in putting New Zealand on the global Adventure Tourism map. In addition to that, this made Queenstown to become referred to as the “Adventure Capital of the World”.


The major aim of Bungy jumping was initially for ritual purposes whereby young males were known to have thrown themselves or leaped from high places off the towers while cords were attached to their ankles (Mann et al, 2017). This traditional ritual was known as “Vanuatu”. However with time, Bungy jumping became an activity that was used in making participants experience adrenaline and also for profit making purposes.

Innovative Practices or Products that were Implemented

Bungee Jumping also known as Bungy jumping is an activity that comprises individuals jumping from tall structures while being connected to large elastic cords. Such tall structures can either be fixed objects such as cranes bridges, or building (Light, 2016). It can also include movable objects such as helicopters or hot air balloons which give participants the ability of hovering above the ground. People engaged in the activity experience the thrill that emanates not only from the free-fall as well as the rebound. When the participants jump, the cords attached to them stretches while the jumpers flies upwards as the cords recoil, oscillate up and down until there is dissipation of kinetic energy.

It can truly be asserted that the idea behind the Bungee Jump was quite an innovative one. This is because it comprised of an elastic rope that is still up to now used by numerous commercial operators. The Bungee cord comprises of several strands that are enclosed or integrated in tough outer covers that may be applied in circumstances where the latex has been pre-stressed. This is quite essential in that it makes the resistance of the cord towards extension to become significant to the natural length of the cord (Darroch & Mazerolle, 2013). This ultimately makes the cord to have both a sharper and harder bounce. The use of a braided cover is quite essential because it provides for durability benefits. Other operators are also known to use unbraided cords that have “exposed latex strands” that give the cords not only a softer feeling, but also a longer bounce.

Comments on the Creativity

The detachment of some participants resulted in accidents and as a result, most of the commercial operators used body harness in order to provide backups or ankle attachments.

The aim of the Initiative


The major goal of Bungee Jumping is for tourist attraction purposes. For instance, New Zealand has now emerged a home of contemporary bungy jumping that has attracted numerous tourists. In addition that, Bungee Jumping is also used by numerous adventure companies that are known to present their clients with “adrenaline-fueled fun” and offer interesting sight-seeing scenes for the masses (Turner et al, 2014).

Target Market

Bungee Jumping can be used as a way of tourist attraction for a country and it can also be used as a profit making tool by business entities especially by hotels which have such facilities. Bungee jumping can also be used by organizations as a way of raising funds.


It is important that effective planning is made by business entities involved in Bungee jumping in order to make profits. When used to raise funds, Bungee Jump planners should ensure that they work with relevant charities in order to raise the required funds (Zealand, 2015). Organizers or planners should also work hard to ensure that individuals who are interested in getting involved in Bungee jumping do not travel too far in order to access such activities.

How the Initiative Came about and the Research that was taken in order to support it

The initiative to come up with the Bungee Jump was initially developed by Henry Van Asch and AJ Hackett when they set up the first commercial Bungee operation in Zealand just with a jump from the “historic Kawarau Bridge” that was located near Queenstown. Since that time, New Zealand has now become the major home of Bungee that has seen the emergency of several operators.


It has been realized that in New Zealand, people can be able to get involved in Bunge Jumps from various places such as in the rail viaducts, climbs, bridges, and even on special platforms that have been perched on the stadium roofs and on the edges of cliffs (Thorburn, 2016).


The initial research on Bunge Jumps emerged after Hackett combined forces with Henry Van Asch in order to effectively investigate the possibility of individuals jumping from high or great heights while ensuring that they were tethered or held on the elastic cords (Ferguson & Veer, 2015). Through the support of students from Auckland University, the two created a “super-stretchy cord” that gave the participants the ability of taking plunges.


As long as there have has been the existence of the human population, human beings have always been jumping off some things either for survival or for fun. Bungee jumping presents people with an opportunity to use the trick of almost hitting the ground but not exactly thus offering them the much needed trill expected of bungee jumping (Zealand, 2015). The usually five second free fall leaves participants to become simultaneously elated and terrified as they plummet on the earth and bounce up and down on elastic cords until their energies become exhausted and another person comes to untie their feet.

The Impact of the Bungee Jump on the Organization


Success Factors

In New Zealand, it is estimated that operations in Bungee jumping is known to attract more than 15,000 “thrill seekers” annually from all walks of life and according to a one Sonya Warne who works as a senior jump master at the Taupo Bungy, she asserts that she has helped numerous jumpers who are as young as ten years and others who are as old as 90 years old (Zealand, 2015). And according to tourism records in New Zealand, it is estimated that the total number of spectators watching Bungee Jumping is indeed more than double the total number of Bungee jumpers.


Bungee Jumping is regarded as being an “adventure seeker’s dream” and as such, it is not only mentally intense but it is also physically jarring. As a result, it is not regarded as being a sport by some individuals and indeed, its developers had a rough time explaining this activity to some of their friends. On the hand, only individuals who are deemed to be in good health are allowed to participate in Bungee Jump. Watching the Bungee Jump experiences is also deemed to be so harrowing. Another significant challenge that is associated with Bungee Jumping is that some of the business entities dealing in such activities insist that all jumpers must not only be 10 years of age, but they must also be of minimum weight of 45 kilogrammes.


Bungee cord is usually made from one or even more strands of elastic materials such as rubber then bound together using a fabric covering. Bungee jumping is usually regarded as being not only a sport but also as a test of courage (Ryan, Yang & Zhang, 2013). The Bungee commercial cords are also low-cost and simple and thus they are used for various purposes (Pasculli & Harris, 2016). That apart, the Military is also known to use the contemporary bungee cord designs for various applications. New Zealand has also achieved significant economic growth due to the visitors who visit the country to become engaged in Bungee Jumps. This makes the country to become a preferred tourist destination.

The Success that the Initiative had on the Market


Since the beginning of the Bungee Jump, various entities have come up and also started offering it in order to have a competitive advantage over other organizations. As a result, there are various places in New Zealand that are now known to offer the service to numerous tourists from various parts of the world. It can therefore be genuinely asserted that there is now stiff competition among various players who now use Bungee jumps as a way of attracting customers to their businesses.

Market Share

It can truly be ascertained that due to competition from various players, the market share for tourists who are interested in Bungee Jump has now been significantly divided (Sun, Zhang, & Ryan, 2015). Before the start of the initiative, the innovators had a large market share but right now, the market has been saturated due to the entry of a large number of players in the field.


The growth of Bungee Jump has quite been significant since its start and right now, so many business entities are using Bungee Jump as a means of attracting new customers as well as retaining the old customers. New innovations are now being developed on a regularly basis to make Bungee Jump more interesting.


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