Moomin World tried to engage in online ticket sales before their co-operation with Sofokus, but the previous versions were found to be too challenging for the users. Therefore, Moomin World wanted to create a system which was both cost-efficient for the organization and convenient for the customer. This model is called the “Electric Hattifattener” and it has been worked on in co-operation for the past couple of years. The biggest leap in the model becoming a reality was founding the on-site ticket shop which also enabled establishing an individual contact to the customer for the first time. Even though at this point that contact is merely an e-mail address, it creates a foundation for continued communication after the purchase.