AnaCosta_ Business Modelling And Management

BUSINESS CASE

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PAG 4 to 29

PAG 30 to 35

REFERENCES

BRAND STRATEGY

BUSINESS CASE

INDEX

PAG 36 to 39

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A. OPPORTUNITY

Within the furniture market there are several approaches, however, there is a lack of responding to direct consumer need, not providing pieces that are truly suitable for their homes. Besides, consumers underestimate the appearance of certain products in their homes, since they do not have the proper assistance. Once the object does not fit the space, it originates a problem to the buyer, since there is a need to repeat the process. Moreover, furniture buying is an extended process, is considered time-consuming, tedious and exhausting due to uncertainty and complex decision making. It is an inconvenient and unpleasurable process.

B. SOLUTION PROPOSAL

image 1: image conceptualisation of idea (Heath, 2017)

In order to solve the current problem, the aim is to provide exciting experience, though customised furniture for individual demands. This diminishes the purchase time, enhances creativity and provides a joyful process since it encounters the needs and desires of the consumer by using 3D printing the method of production is not only personal but also done in a rapid period.

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C. CONCEPT

A brand that sells functional furniture, however, its process modifies the current production process innovatively and consciously. As it uses three-dimensional printing, it refuses mass production and embraces individuality, though upcycling and recycling methods that also solution plastic pollution and massive waste.

Besides that it concerns centring the consumer, this though customisation and uniqueness, since individuals have different taste and demands.

WASTE

REUSE

PRODUCT

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C1. EXPERIENCE

The main aim is to have direct interaction with the purchaser, to obtain the required designs.

Besides this involves communication between the consumers and designers, such as product and interior experts, to be able to comprehend measurements, features and suitability of the product.

DESIRE

WEBSITE HOME ASSISTENCE

PRODUCT

PARTNER STORE

PRODUCT

C2. PRODUCT

It’s categorised explicitly as customised furniture, made using advanced technologies, 3D printing. This allows the product to be indeed made to measure and encounter the consumers’ ideologies.

Besides that, this process offers the possibility reduce waste and obtain sustainable development by recycling materials in order to create the filaments for the fabrication.

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C3. DISTRIBUTION CHANNELS

Mainly done through distribution in interactive website and partially at potential partners store, which is crucial to raise awareness. The value proposition is evaluated, by the customer, though both online and offline experience, since the product is delivered through direct interaction. Also, the manufacturing, assistence and delivery services are done by the company.

material

Payment customised furniture

Payment recycling facilities

consumer

BLUEISH

production services

Payment

awareness material associations

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ads placement advertising

C4. TARGET

As it is an affordable product it can be purchased by a vast consumer segment, however, it must have a stable income and consider design when buying, for that reason the age section is between twenty-five and fifty years old.

C4.1 Finding and reframing needs in terms of furniture

Consumer needs and wants Quick and suitable design solutions Fast production and delivery Purchase advice Exclusivity, adaptability and personalisation Quality Affordable furniture Transportation complications Positive products Convenience Know process Problem solving

Consumer problems Non suitable furniture Poor furniture selection Expensive Furniture

Company response Consumer oriented design Rapid production technologies Designed personal Customised products Durable materials Low price technologies and materials Lightweight Environmental benefits Easy Process Transparency New method for consumer desires

Company response Designed for consumer Advice given Cheaper products

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Persona A

Name

Lars

Age

35

Location

Metropolitan

Occupation

Product Designer

Income

Low to Middle income

Characteristics

Worries and Fears

perfectionist, art lover, creative, experienced, dramatic, enthusiastic innovative, creative and exclusive brands, mainly startups brands such as Apple or Nikon that offer both functionality and minimal yet appealing design As a design driven consumer he would purchase due to the exclusivity of the design and usage of outstanding technologies mainstream consumption, financial instability

Hopes and Dreams

to work in an important design studio

Name

Martha

Age

25

Location

Urban

Occupation

Sustainable Architect and Environmentalist

Income

median income

Characteristics

Worries and Fears

nature lover, simple, interactive, outgoing, adventurous zero waste, durable, second hand or sustainable brands normally sustainable and adventurous brands such as Patagonia, Ecoalf, and Satta or second hand As a sustainable driven consumer, she would purchase due to the recycling, transparency and active approaches Plastic pollution, waste, climate change

Hopes and Dreams

sustainable development goals achieved

Purchase Habits Brans Affinity Reasosn to buy Blueish

Persona B

Purchase Habits Brans Affinity Reasosn to buy Blueish

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Persona C

Name

Steve

Age

43

Location

City center

Occupation

Lawyer

Income

High income

Characteristics

family oriented, practical, ambitious, theoretical, curious solution driven, simple, fast

Purchase Habits Brans Affinity

Worries and Fears

brand that provide fast purchase and delivery such as IKEA, Glovo and Amazon or brand with innovative solutions As a family oriented consumer, he would purchase due to the extremely solution oriented and customisation. unfittable and unsuitable products

Hopes and Dreams

satisfy all family needs

Reasosn to buy Blueish

exclusivity!

A

sustainability!

B

customisation!

C

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C5. REVENUE STREAM

Money obtained through partnerships, investors and consumer on demand purchase, asset sales, licensing and advertising Asset sales

selling ownership rights to a physical product. In this case the product of a given designer

Licensing

giving the customer the right to use potential intellectual property in exchange for licensing fee. In this case the consumer uses the company design

Advertising

from promoting other brands though collaboration and posting advertising on website

Investment proposal for the first annual year, taking to account it is initial EU registration (4 classes)

850€+ 200€

fixed price

Website development

30.000€

fixed price

Website updates

1.000€

dynamic price

Printer Price

100.000€

dynamic price

Customer service

40.000€

fixed price

Material (recycled)

4.000€per 1000 kg

dynamic price

Product development (on demand) 20 to 100€

dynamic price

Designers

100.000€

fixed price

Product delivery (reobtainable)

from 44€to 150€to lightweight

dynamic price

Value for the company As the process and materials are cheaper, money is saved, meaning there is a lower investment from the company.

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An innovative product performance and service, by usage of growing technology, 3D printing, and its attributes to encounter customisation and sustainable, allowing the consumer to obtain a product that is not only suitable but also unique to their standards. It also contributes to a direct relationship between consumers and the brands, though a delightful experience.

Besides that, it corresponds to a desire to provide alternatives to a common, threatening problem and an obligation, though obtained resources, to reduce impact and pollution, and therefore climate change.

current offering new offering

C6. INNOVATION ELEMENTS

evolution

radical

adapted current user

new user

image 2: How to build a business image sequence (2016)

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D. IDENTIFYING OPPORTUNITIES

SUSTAINABLE

TECHONOLOGY

D1.TRENDS

PERSONAL

SOCIAL

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1. Open Sources Solution, Sustainability As a corporation or company it signifies to take action baring in mind the future generations, reduce carbon footprint and share innovative solutions to a global problem (Marttin, 2018).

In other words, it is the usage of resources to generate a meaningful approach to a issue, and most importantly to communicate openly the processes.

2. Legislative brands, Social Due to several brand activism examples, 86% of consumers demand to be both social and environmental active (Shelton, 2018). However it is more than using activism as an advertising tool, it is also raising awareness, influencing, and connecting with the consumer (Marttin, 2018). In other words, it means to implement activism not only in marketing terms but to promote an authentic commitment and durable design, and also to be involved in law requirement and proposition, to proactively solve a global problem.

3. Lab Rats, Technological Engineering or new technologies focused on improving individual wellness and lifestyle, through problem-solving, this means products made personal, convenient and fast by using science and technology. In other words, to empower the consumer, through understanding, testing and improving their daily experiences.

4. Zero Waste, Social Within the Western countries, there is a vast growing awareness in the topic of zero waste, leading a considerable amount of people to switch to a less wasteful driven lifestyle. This also projected in businesses and services. However, it might be a paradox since it means the reduction of consumerism, or eliminating unnecessary goods and switching to durable options.

5 Personalisation and Customisation Overall individual products are a driver of purchase and businesses take it to their advantage.

It is a crucial aspect, since it satisfies consumer needs without significant costs, develops positive impact and gains competitive advantage

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D2. MARKET OPPORTUNITIES

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Sort resources Product done individually No mass production

Product variety of forms Customisation

Consumer demands Competition performance

RESTRAINS

Fast technology Fast delivery Provide Quality

CHALLENGES

OPPORTUNITIES

DRIVERS

1. Fast demand, Social With technologies breakthroughs, furniture gains a fast request. The consumer aims for cheap and rapid delivery of a vast selection of product. This leads to an on-demand purchase. It can be a way for investment and new business models, however, it jeopardises the quality of products.

Possibility of high cost materials if not wasted Limitation of product size Lack of resources on process control Awareness of competition Only prototype products

Unexplored markets Affordable prices for consumer Simple management of manufacturing and supply chain Extent product possibilities New materials Recyclable and reusable materials Obtain complex design Invested technology High revenue

Not fully quality in certain materials Limitation in terms of design New market exploration Small scale production Niche Audience

RESTRAINS

Uncomplicated customisation Reduced production costs Reduced transportation costs Short production process High government investment Easy implementation of modifications Constant technological improvement Vast research on new materials and techniques Wasted materials High performance Quality Efficiency Accessibility Lightweight

CHALLENGES

OPPORTUNITIES

DRIVERS

2. Three dimensional printing, Technological It is estimated the growth of this market, until 2023, by 26% (2016), due to increasing development of services customisation, reduction of manufacturing costs and high government investment in both the development and improvement of 3D printing technology. Besides that its technology constantly improves, for instance, methods such as laser cutting allow correct measurements in a rapid duration, changing the current furniture production

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D3. PROBLEMS

1. Plastic Pollution Currently, it estimates that the ocean contains at least five trillion loose pieces, (Eriksen et al., 2014) and the estimation, by 2050, is that there will be more plastic than fish in the sea (MaCarthur, 2016). Besides, though photodegradation, plastic deteriorated to smaller pieces known as microplastics, which Marine wildlife accidentally ingest, and not being able to digest most of this animals die, affecting and interrupting several ecosystems (Kuhn, 2018).

Moreover, a considerable amount of this animals enter the human’s food chain, it directly affects them as it enters the digestive system, in fact, a meal consumed is estimated to contain more than one hundred fibres of plastic (Catarino et al., 2018).

2. Non fittable furniture As the consumer goes through the process of purchasing an item of furniture, there are several mistakes. Leads to dissatisfaction since there is no proper assistance, leaving the consumer to select low quality, wrong measurements, expensive and poor material and colour choices.

image 3: marine wale eating plastic (2018)

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D4.CHALLENGES

Renting houses Renting furniture Single person households Decreasing income generations Generation with different task and lifestyle Online retailing Wide market selection

D5. EXPLORING MARKET

image 4: Amsterdam city map (n.d)

Amsterdam is a potential location taking to account the trends and market opportunities. Due to the current plastic pollution awareness, a great example is the initiative Print Your City, that promotes upcycling plastic though 3D printing design in public spaces. Also due to The Ocean Cleanup, a Dutch cooperative cleaning plastic on the ocean.

Additionally and most importantly, it is a city known for creativity and innovation, this seen in the several design events, such as Dutch design week, that demonstrates potential in 3D printing.

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E.MISSION & VALUE

Mission The environmental crisis is hugely critical, for that reason commitment, in some form, to its reduction is crucial. In the case of Blueish, it is done through recycling materials such as plastic, and giving it a new purpose.

As plastic is a significant design flaw due to the amount of waste and extreme durability, the solution is to reinvent its purpose, though upcycling and daily usage elimination of this component and taking action.

Objectives The goal is to actively solution a global problem taking product design as a solution after as well as consumer interaction, this to improve communities lifestyle.

Value proposition Taking to account the problems found, for instance, nonfittable furniture, the main concept relais on fulfilling the consumer’s desires. Besides, it makes the commitment to reuse materials by appropriating its specific advantages, such as durability, quality and adaptability.

It offers an extreme personalised furniture by answering a consumer needs, most relevantly though the development of pieces that suit their home or a specific desired function, to improve their lifestyle. Besides that, it uses a technology and materials that allow a lower price. Therefore the experience is made unique. Besides, it now presents an advantage, being customised design, as no consumer has the same precise needs and desires when it comes to decoration and furniture.

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E1. VALUES

Transparency: the processes are available to the consumer, as well as accessible both internally and externally, in order to create a more extensive network Performance: by using a technology that is constant development, the production and delivery made faster, even if it already presents a better alternative to the standard furniture production Zero Waste: as it is using a technology that extensively reduces materials waste giving it a purpose.

The waste produced can be recycled, this way it is a zero waste production technique.

Solution Performing: a consistent creative approach to finding solutions, as well as being involved in projects that better future. The brand will be operating in this sector, by performing a solution not only plastic pollution but also material waste, this done through upcycling, reducing, redesigning and recycling.

Price: lower prices performed due to reducing cost in production and material sourcing. This allows the customisation to be detailed and yet affordable.

Sustainable: the usage of a technology that allows recycling materials projects not only a solution to pollution but also a higher approach to the current processes.

Risk Reduction: when purchasing there is a guarantee of risk reduction since the consumer is in charge of obtaining a piece of their desire.

Accessibility: the sum of both innovation and new technologies provides an added value to the purchase of the product Design: it is the concept of customisation done by an interaction between consumer and professionals that provide a uniqueness element to each product. This done through technological aspects that are obtained through a combination of physical conversation and digital programs that allow a fast

Customisation: the products will be done according to consumer needs and or desire, this being colour, shape and measurement adjustment and adaptation to special requirements through customer co-creation.

Convenient: facility of process and purchase, though customisation and fast techniques. Being an app-based business, the consumer does not need to dislocate to a physical store. It is possible to find a solution from home.

Newness: as there is no other brand performing in this sector, this sets a new industry that responds to consumer problem-solving.

Technological: the brand will do it though customisations and designers advice according to consumer taste and needs, to improve their lifestyle as well as responding to nonmass production and implementing a science and design study for consumer recommendation, based on technological improvements.

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F. PRODUCT MOODBOARD

Interactive website with customer service

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As the consumer acquires the need for a piece of furniture, the site is available with several previous developed examples. The person might choose from the selection or begin a new project, which has more involvement. As this option is selected the consumer will expect a knock on the door, start a designer with a scanner in hand. This will allow proper measurements taken and a coherent dialogue with a professional that can achieve the desired object. An insignificant amount of days after the home delivery arrives.

image 5 to 12: How to build a business image sequence (2016)

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G. RISKS LIMITATIONS

Overall it is a low-risk challenge, meaning it is a reliable and exciting approach. Thus there are a view points to be attentive about, is the following: Market

it can be risky due to the fact that other competitors might perform better or have a loyal consumer

Operational

The fact that it only available in a reduce number of platforms

Technological

the only aspect is that it relies on technological machinery that might not work properly and delait the delivery the risk is low but there might be a need of technological investment

Financial

Points of differentiation

Blueish distinguishes by implementing the customisation in 3D printing and the services it provides to achieve a fulfilling product, dissimilar from other brands it is hugely customer and solution focused.

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H. ALTERNATIVES SOLUTIONS

Other brands appraoch

Steelcase is a home decoration brand that creates using 3D printing as based on the company resources.

image 13: collaboration with MIT (2017)

Studio Ilio uses wasted 3D printing material to create experimental shaped furniture image 14: shape experimentations (2018)

image 16: world’s first 3D printed chair (2013)

image 17: 3D printed minimal sofa (2015)

Patrick Jouin a designer that develops 3D printed objects, as several furniture projects that explore shape with elegante features that are perceived as decorative art pieces, available in various colours.

Janne Kyttanen is a designer that aims for 3D solutions through experimentation and collaboration, besides he has left is step in furniture design.

The New Raw alternative to plastic, part of print your city initiative, is an outdoor 3D printed bench that upcycle waste, using recycled filaments image 18: 3D Printed Street Furniture (2017)

IKEA x NextWave is a collaboration to reduce plastic pollution impact and achieve a more sustainable approach for IKEA that aims using reused and recycled materials only. Besides that IKEA uses 3D printing in decorations and augmented reality for furniture purchase purposes. image 15: IKEA home 3D decoration (2017)

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OPPORTUNITIES

STRENGTHS

Innovative Fast production Fast delivery Customized Sustainable Problem solving Exclusive

Collaborations Co-branding Widden product category Invest of new materials Invest on new technologies

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Niche market Reduced platforms presence THREATES

WEAKNESSES

I. SWOT

Sales Performance Technological Malfunction Competitors performing better Investment on new machines

J. BUSINESS MODEL CANVAS

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28

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BRAND STRATEGY

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BLUEISH BLUEISH

PRINT A BETTER WORLD

NAME By mean slightly blue, the figurative, blueish is a suggestive name, for two given reason, being the fact that plastic recycling originates, most often a blue colour and for the idea that the planet in its majority is blue, and the brand fights plastic pollution, being mostly on water, therefore it contributes to the preservation of a more magnificent blue world.

LOGO The logo is a combination of the idea of finding a solution, connecting dots, the ocean Vortexes, and the sense of a globe and international connection. The logo is directly connected with the meaning or the brand name.

SLOGAN Print a better world

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BLUEISH PRINT A BETTER WORLD

PROTECTION Though a patent, a form of intellectual property, which provided an exclusive right to an intangible invention, due to the fact that it is a distinct process or solution, being the usage of services and technologies is a customised way. It allows an exclusive right to the production, design development, utilisation, selling and transportation for twenty years.

COUNTRY The country of selection is Netherlands, being centred in Amsterdam, due to conscious and design driven reasons.

CLASSES Class 20 Class 37 Class 39 Class 40

being furniture for furniture building services transportation of goods production of goods, customised, done by customer order

NOTE: neither the logo or name have a similar match and is not found in any of the classes or given country

NATION OR INTERNATIONAL TRADEMARK As the aim is for the logo, name and services to be distinctive, registration as an EU trademark is mandatory, being at least ten year or renewable application, and possible to become international

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EXPLORATION

Re

son

an

ce

Brand Value Pyramid

fast service, price and quality great attachment, engagement

ts en em dg Ju ce an rm Pe

ery

design and customer driven, environmentally conscious, individual oriented, innovative, exclusive

ag Im

rfo

s

long term problem solving, cheap, done according customer, customised

exciting, unique, serenity, comfortability, acceptance, involvement

ng

eli

Fe

nice quality, great customer service, unique, good deal

3D furniture customised service Salience

Salience

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conscious involved creative

interactive confident

caring

durable

logical promoting creativity products that challenge problems

self

determined

customised niche

great quality experience

PERSONALITY

AG

optimist

SE

IP

SH

LF

ON

-IM

TI LA

great quality and price

E

RE acceptance

commitment

RE

PH

YS

U LT

IQ

CU

UE

product and services oriented

REFLECTION

unique

comfortable

cared for customer

innovative

interactive grateful

trustworthy

suitable for anyone

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artistic

BENEFITS

Royalty income (secondary source of income) Sales Increase New market exploration New costumers Costumer benefit Low Investment Increase of brand image New country Low risk High quality products Interesting partnership Greater resources Communication Opportunity Increase of Values

image 19: ECOALF logo (2018)

ECOALF

BLUEISH

Customised Upcycled plastic Materials High quality Fast production Various shapes Exclusive Zero Waste

EXTENSION Co-branding with ECOALF, though long-lasting meaningful projects and relationship, in order to benefit the environment and the consumer, and increase awareness. Introduction to class 25, footwear and clothing, in a new country, Spain.

Design driven Upcycled ocean plastic Recycled fabrics Sustainable Environmental Practical Wide target Certified B Corporation Ocean waste collection Zero Waste

image 20: the ocean waste collection (2018)

COSTUMISED SNEAKERS

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BLUEISH ANA JOÃO MARINHO COSTA BUSINESS PLAN EXECUTIVE REPORT 3 (BA) FASHION MARKETING AND COMMUNICATION LEVEL 6, 2018-19 6FAMN010C BUSINESS MODELING AND MANAGEMENT CWK2 PABLO QUINTANO 1500 WORDS

1

2

INDEX

PROJECT AIM AND RATIONALE PAG 4 to 19 EXPECTED OUTCOME PAG 20 to 25 REQUIRED INVESTMENTS PAG 26 to 33 UNIQUENESS AND DIFFERENTIATION PAG 34 to 35

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PROJECT AIM AND RATIONALE

4

1. Executive Summary Blueish, in its core values, is an innovative company that sets focus on finding an affordable solution, though the usage three-dimensional printing. Moreover, it has two main targets, the Netherlands low-income families with reduced resources and the Government lacking on methodologies to increase society’s living situation.

It is a company that offer two products or services, the first being 3D fully customisable furniture and the second being 3D temporary clay constructions.

Blueish counts with the partnership of the Netherlands Government, not only financially but also as a channel of marketing, material supply and project collaboration to achieve faster and better resolutions to uncontrollable problematic situations.

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2. General Company Description Blueish is an innovative invention, due to the fact that it establishes a new production process and customer service. Moreover, it is a sustainable approach to furniture, rejecting the wasteful industrial practices by introducing circular economy.

It consists of the creation of practical and customisable furniture, obtained through a cheap, innovative technology, which is three-dimensional printing. Furthermore, this methodology allows providing low-income European families with a durable, inexpensive, customisable and reusable alternative to decorate their homes.

Additionally, the aim is a partnership with the Netherlands Government, in order to create rapid and more sustainable solutions to fast-growing national problems.

The business establishments will be located in Amsterdam, the fastest growing city in terms of 3D printing trends (Macovei, 2015). Additionally, it has an incredibly supportive system for new businesses and a structured, sustainable agenda. (City of Amsterdam).

image 1: 3D Printed Chairs And Tables (Hill, 2012)

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image 2: 3D Printer (Chua, 2018)

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2.1 The Aim

Mission: To reduce the impact of wasted material, such as plastic. By recreating and reshaping the current functionality of those components. For Blueish a forgotten water bottle floating on the ocean has the potential to be redesigned to any need, desire or suitability.

image 3: reduction of plastic in the ocean (The Ocean Cleanup, 2019)

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Vision: Create better and more sustainable solutions through partnership with several organisations, in order to provide families with unique and durable pieces of furniture, and therefore improve their lifestyle.

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2.2 Organisation and Management The company relays on organisations partnerships, as well as government support in order to obtain resources. It signifies that materials necessary to provide furniture or shelters can be collected with no significant investment.

In terms of team details, it has to be a highly functional and cooperative work environment, manage through a flat organisational structure.

In other words, there are several individual essential aspects of the Blueish team to reach functionality. Furthermore, as it is a design-driven company, it is hugely relevant to obtain an active group of designers that are both creative and objective to provide sceptical products.

image 4: flat oranizational structure (Szakal, 2016)

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image 5: Design Team (Nationwide Consulting, 2019)

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2.3 Service and Product There are two main services and therefore two final products, both intellectual property.

Firstly creating customisable 3D furniture made affordable to low-income families that lack resources and time to obtain desired pieces. Secondly approaching national issues and implementing alternatives through the usage of the same technology.

image 6: 3D Furiture Made from Plastic Waste (2017)

image 7: 3D Home Scanner (Moyihan, 2016)

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3D Furniture It initiates through the website platform that provides a few basic options of furniture but regularly directs or advice to select customisation in order to find a more suitable solution.

If customisation is selected, the price of the final product involves a home service through the usage of a sensor, attachable to a tablet (belonging to the company). It permits the scanning of any indoor area and retains all measurements of the space, saving time and effort, this to have a final product that truly suits the house. Three-dimensional printing can obtain a multitude of shapes and sizes being extremely customisable.

From this point the necessities and desires of the consumer are retained by the company, maintaining constant communication with the purchaser. Additionally, sketches are stent as last options, which the consumer can view through a realistic virtual representation. When the final selection is made, either primary or customised, delivery is formed in a short period.

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Scales

image 8: Small Scale (2017)

image 9: Medium Scale Chair (2018)

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image 10: Large Scale Object (2018)

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3D Shelter It consists of a direct initiative with the government. In this case, the three-dimensional technology works with clay, a biodegradable and reusable material that can easily be constructed, destroyed and reconstructed.

When a problem is encountered, the government communicates the situation, given details such as the number of people and space are given to work. Because of the usage of a continually developing technology, it is possible to build a basic shelter in less than one day.

image 11: 3D construction advantages (2017)

image 12: 3D construction machine (Constructions, 2019)

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image 13: Design Team (Nationwide Consulting, 2019)

image 14: Building Technology (COBOD, 2019)

image 9: Building Technology (COBOD, 2019)

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2.4 Marketing and sales Most relevantly, the partnership with the government will allow installing machines that recollect small plastic object, such as water bottles, in order to reduce waste. Depending on the amount inserted, individuals will be given social advantages, such as free transportation, as well as discounts and free services in Blueish.

image 15: vending recycling machine (Williams, 2017)

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image 16: filament from recycled plastic (Scully, 2017)

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EXPECTED OUTCOME

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1. Consumer There are two main consumers, one being low-income European families, which will initiate in the Netherlands and expand to other counties, and also the Netherlands Government.

These two targets are directly connected as the government is highly committed to improving the situation of families (OECD, 2019). Moreover, The first target is expected to increase vastly and reach other classes, due to the uniqueness of the product.

exclusivity!

sustainability!

customisation!

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Low-Income Families It is a target that is lacking on resources, having to allocate time according to their children, work and potentially shopping.

The low-income families, purchase in places such as IKEA, Chinese stores or thrive stores, that present low prices and discounts. However, those pieces do not provide durability, which means the yearly investment is higher than the desirable. Besides, most of these objects are not suitable for their home, which originates consumer un-satisfaction.

It signifies that their struggles relay on not finding proper solutions, investing money on easily breakable items and buying unpractical goods. Blueish is the solution by offering a product /service that is customizable to their unique needs and desires, using a material that is both durable and replaceable, provided in an extremely affordable price, and delivered rapidly.

Furthermore, it is an exciting experience since it directly involves consumers in the creation of their goods without leaving their homes.

image 17: Duth failies benefits (2019)

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Netherlands Government The government can encounter unexpected humanitarian problems such as massive immigration, homelessness or relocation of a large group of people would signify no proper shelter conditions due to lack of time to implement a more suitable result. Blueish would provide the technology to construct several save shelter structures that would either be decomposable or transportable. Moreover, there is no waste in this process, no loss of natural habitats, no occupation of necessary areas, and it can be temporary, cheap and made fast.

image 18: human needs pyramid (Russell, 2014)

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Low-income Consumer Journey

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image 19: business image sequence (2016)

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REQUIRED INVESTMENTS

26

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It is a project that requires a high initial investment, due to expenses of machinery and rent of a large space that can incorporate technology and employees. Additionally, as growth is obtained it can be expanded to new countries The main material used is plastic, which is an extremely cheap filament that can easily be up-cycled, reducing the initial investments. Furthermore, the expenses of this material can be nullified through a partnership with waste recollecting associations, reducing supply costs.

Another relevant aspect is that the Government provides through collaboration with institutions an investment in innovative projects that showcase a logical growth (Eurostars, 2019).

In order for the business to be profitable, the annual Return of Investment (ROI) must be between 15 and 20 per cent. In the case of Blueish that is achieved during the fifth year, since there is a large investment in types of machinery, and it is expected to grow in terms of income due to Government partnership.

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First Year

29

30

1st Year

2nd Year

31

3rd Year

4th Year

32

5th Year

33

UNIQUENESS AND DIFFERENTIATION

34

Blueish differentiates through its service and product proposition. It is an innovative company, that it is using a constantly improving technology, which means that it can obtain yearly more advantages than a company that uses traditional or industrial methods.

Moreover, it is stabilised to be consumer-focused, involving each purchaser in the creation of their ideological home furniture. Furthermore, the expertise and machinery allow the involvement in national humanity crisis. The goal is to improve the overall lifestyle in terms of community.

Furthermore, it responds to a current global crisis, plastic pollution, massive construction waste and devastation of the ecosystem. By providing a solution to those situations there is added value to the company in its practices.

There are several aspects that make this business unique. The material is cheap, meaning production costs are reduced for the company and the final price can be made extremely affordable, reaching low-income consumers. Additionally, it encounters ultimate customisation, permitting the suitability and uniqueness of every piece of furniture, something yet not found in the market.

Besides, the up-cycling processes signify no waste and acquirement a sustainable final product.

In conclusion, there is no company, in the same sector as Blueish, setting focus on problem-solving and development of solutions through new technologies, that has a direct interaction and potential form a strong built relationship with the consumer due to the fulfilling experience.

Material

Payment

Payment

customisable furniture

recycling facilities

consumer

BLUEISH

production services

Problem solving

Up-cycling Material associations recollecting plastic

Payment Government

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image 20: 3D chair details (Zalski, 2015)

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PRINT A BETTER WORLD

REFERENCES Alexandrea. (2018). IKEA customizes gaming chairs using 3D printing - 3Dnatives. [online] 3Dnatives. Available at: https://www.3dnatives.com/en/ikea-3d-printed-chair150620184/ [Accessed 10 Dec. 2018].

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