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Business Model Innovation in Circular Economy

ĺ?Œä˜‹ă˜Ź TUFWF!CVTJOFTTNPEFMTJODDPN


Design. Strategy. Innovation.


Business Models Inc

San Francisco

New-York

Amsterdam HQ

Taipei

Brisbane


the circular shift


捀➊랃銴锓 ㉂噠垸䒭


捀➊랃㣐㹻铞涸㢵⨞涸㼱


The principle is that only if a circular economy project makes economic sense it stands a chance. How to build a business in the circular economy World Economy Forum, Apr 2018


Source: Ellen MacArthur Foundation


䗅橇竤憘♳♴康ꡠ⤚♶䗳搭♧㹁㼩用


雊ⵄ渤ꡠ⤚➃㖳腋ⴕ❧佪渤⼧ⴕꅾ銴

⫄窡30*涸錬䏞鐱⠮䗅橇竤憘佪渤➠搭僽䫏Ⰵ莅や涸⚺銴罌ꆀ


5 ⦐䗅橇竤憘 ㉂噠垸䒭


⭆⧩⚺䓹

ꡠ꒳崞⹛

㹐䨩ꡠ⤚

VALUE PROPOSITIONS

KEY ACTIVITIES

CUSTOMER RELATIONSHIPS

ꡠ꒳㣎⠶

⚺銴㹐㾵

KEY PARTNERS

䧭劥穡圓 COST STRUCTURE

CUSTOMER SEGMENTATIONS

ꡠ꒳须彂

KEY RESOURCES

鸒騟

CHANNELS

斊佐

REVENUE STREAM


EFFICIENCY

VALUE


1

须彂㔐佐莅ⱄⵄ欽

⢿㥶〳㔐佐涸⾲俲笃蒀腋彂


鿈ⴕ爚䠑

ꡠ꒳㣎⠶

• 䲿⣘ꡠ꒳䪮遯鏤⪔ 莅罳勞 • 㷸吥⿻灇瑖堥圓

ꡠ꒳崞⹛ • 醢玑⢪欽㔐佐欽俲 • 㔐佐攨腋莅䑛宐

ꡠ꒳须彂 • 倞猰䪮ⶾ鸤㔐佐贖椚 〳腋䚍䧴佪桧 䧭劥 • ꣮⡜䑛唳暟贖椚䧭劥 • ꣮⡜⾲暟俲莅腋彂䴦罳 • 緄宐緄ꨶ괐ꦖ • 佟䏎鄪縫괐ꦖ

>

• 㟞⸈灇涮莅鏤⪔佖㊥䧭劥


2

须彂㔐佐莅ⱄ⸈⧩

Reuse existing products


鿈ⴕ爚䠑

ꡠ꒳㣎⠶

• 䲿⣘ꡠ꒳䪮遯鏤⪔ 莅罳勞 • 㷸吥⿻灇瑖堥圓

ꡠ꒳崞⹛ • 䲿秫⸈䊨ⱄ醢 • 鏤鎙⸈⧩

ꡠ꒳须彂 • 倞猰䪮ⶾ鸤㔐佐贖椚 〳腋䚍䧴佪桧 䧭劥 • 㟞⸈灇涮莅鏤⪔佖㊥䧭劥

⭆⧩⚺䓹 • 〳ⱄⵄ欽涸⾲暟俲䧴⼱䧭ㅷ • Ⱘ鏤鎙䠮㔐佐㉂ㅷ 湡垦㹐䨩 • Ⱖ➮醢鸤㉂ • 嶋顥罏

斊佐 • ⾲暟俲䧴⼱䧭ㅷꌼ㈒ • 㔐佐㉂ㅷꌼ㈒


鿈ⴕ爚䠑

ꡠ꒳㣎⠶

ꡠ꒳崞⹛ • 㔐佐崩玑盘椚 • ⱄ欰醢玑

⭆⧩⚺䓹 • 橇⥃宕糵

곃㹐ꡠ⤚ • 鷴麕㔐佐䒊用䭰糵✽⹛ • 荈⹛⻋

• 㔐佐럊 • ꡠ꒳䪮遯䲿⣘罏

ꡠ꒳须彂 • 䗅橇㔐佐䪮遯 • 暟耢笪䪮遯 䧭劥 • 㟞⸈灇涮佅ⴀ • 幾㼱⾲暟俲䫏Ⰵ • 幾㼱宐ꨶ佅ⴀ

鸒騟 • ꌼ㈒럊 • 堥圓欽䨩 • 笪騟暟耢笪


3 ⥜䗂⼮秹ꅾ倞遤ꌼ


鿈ⴕ爚䠑

ꡠ꒳崞⹛

• 笞⥜ⱄ醢崩玑 • 增뀿莅ⱄ钢阮崩玑

䧭劥 • ꣮⡜䑛唳暟贖椚䧭劥

⭆⧩⚺䓹 • 橇⥃⿶溁ꐏ • 瘞ず倞ㅷ⥃㔿

斊佐 • ⱄ醢⼮秹顥欽


4

Ⱏ❧竤憘

⢪欽奚《➿䨾剤奚


鿈ⴕ爚䠑

ꡠ꒳崞⹛ • ⢪欽罏䬸⹬莅剪⹡ • 䲿⣘罏䬸⹬莅剪⹡ • 遤ꌼ鋊ⷔ • 侸亙ⴕ區

⭆⧩⚺䓹 • ⢪欽《➿飑顠 • 㟞⸈须彂ⵄ欽桧

ꡠ꒳㣎⠶ • 佟䏎

ꡠ꒳须彂 • 须ꆄ • 侸亙 • 须鎝禺窡

㹐䨩ꡠ⤚ • 荈⹛⻋ • 荈⸔䒭 • 剚㆞ⵖ

鸒騟 • "11 • 8FC • 䨾剤剪⹡䱺鍸럊

䧭劥 • *5䒊縨笞麌 • 遤ꌼ莅酢顦

斊佐 • 䩛糵顥 • ⢪欽顥 • 䑞デ顥


5

欴ㅷ剪⹡⻋

鷴麕չ顠剪⹡պ《➿չ顠欴ㅷպ


鿈ⴕ爚䠑

ꡠ꒳崞⹛ • 佖隶欴ㅷ鏤鎙䒂Ꟁ㡽 ㄐ僒倴笞隌锅侮

⭆⧩⚺䓹 • 欽✫ⱄ➰♶欽蔅ⱨ匴ꐏ • ♶欽佅➰ⴲ劍䫏须 • ♶欽二䗱笞⥜

ꡠ꒳㣎⠶ • ⣘䥰ꕖ♳♴康噠罏 ꡠ꒳须彂 • 须ꆄ • 剪⹡佅䴂湌䱾禺窡

䧭劥 • 须ꆄⵄ䜂 • 剪⹡㕰꥙ • 禺窡䒊縨

㹐䨩ꡠ⤚ • Ꟁ劍ざ秉 鸒騟 • 湬䱺ꌼ㈒莅剪⹡

斊佐 • 獆顲顥 • 鎙妄鎙儘鎙ꆀ⢪欽顥


呪⢿


What if we all clean up our own mess? This simple idea is the start of the MUD way of thinking.


A world without waste The dream is to use no chemicals at all. If water is required: ensure a closed circuit for 100% recycling and produce the first carbon neutral pair of jeans


Their journey so far Re-start by Bert van Son

Launch Lease a Jeans

Rebranding

The Recycle Tour

Serious circular company

Focus on International Growth

2012

2013

2014

2016

2016

2017

3000 leasing customers

250 stores

Doubled revenue (â‚Ź800k)

RESULTS Downsize first

Guilt-free shopping

Attract the hip & healthy


➮⦛䨾꬗㼩涸竤斊橇㞯馸⹴


1. 2nd most polluting industry


2. Personalization and customization


3. Digital marketing


➮⦛涸㉂噠垸䒭


Business model canvas

暋➫䋒⣘䥰㉂

鏤鎙

⫄窡暋➫鈏

遤ꌼ 爢纈㯯넓

䑞デ

暟崩盘椚 欰欴㉂

ㅷ晦暋➫鈏 ㆞䊨

暟崩噠罏

⾲暟俲

ㅷ晦莅㉂垦 ✽耢笪

*5

鸒騟

嶋顥罏

遤ꌼ

欰欴

ꨫ㈒

暋➫鈏ꌼ㈒ Adapted from the Business Model Generation


Business model canvas

暋➫䋒⣘䥰㉂

鏤鎙

MUD Jeans

遤ꌼ 爢纈㯯넓

䑞デ

暟崩盘椚 欰欴㉂

ㅷ晦暋➫鈏 ㆞䊨

暟崩噠罏

⾲暟俲

ㅷ晦莅㉂垦 ✽耢笪

*5

鸒騟

剤䠑陏涸嶋顥罏

遤ꌼ

欰欴

ꨫ㈒

暋➫鈏ꌼ㈒ Adapted from the Business Model Generation


Conscious Explorers


Business model canvas

暋➫䋒⣘䥰㉂

鏤鎙

MUD Jeans

遤ꌼ 爢纈㯯넓

䑞デ

暟崩盘椚 欰欴㉂

㆞䊨 暟崩噠罏

⾲暟俲

痘ざ⡹괐呔騈 涸♳♳儘㼿涸暋 ➫鈏

ㅷ晦莅㉂垦

*5

鸒騟䧭劥

遤ꌼ

剤䠑陏涸嶋顥罏

♧哭㼩橇㞯⿼㊥ 涸暋➫鈏

欰欴䧭劥

✽耢笪

ꨫ㈒

暋➫鈏ꌼ㈒ Adapted from the Business Model Generation


Jeans that fit your style


Business model canvas

暋➫䋒⣘䥰㉂

鏤鎙

MUD Jeans

遤ꌼ 爢纈㯯넓

䑞デ

暟崩盘椚 欰欴㉂

㆞䊨 暟崩噠罏

⾲暟俲

宕黇騈䖤♳儘㼿 涸暋➫鈏

ㅷ晦莅㉂垦

✽耢笪

*5

鸒騟

遤ꌼ

剤䠑陏涸嶋顥罏

♧哭㼩橇㞯⿼㊥ 涸暋➫鈏

欰欴

ꨫ㈒

暋➫鈏ꌼ㈒

暋➫鈏獆顲 Adapted from the Business Model Generation


Revenue streams: Buy €98 or Lease


Lease: keep, switch, send back


Business model canvas

暋➫䋒⣘䥰㉂

鏤鎙

MUD Jeans

遤ꌼ 爢纈㯯넓

䑞デ

暟崩盘椚 欰欴㉂

㆞䊨 暟崩噠罏

⾲暟俲

宕黇騈䖤♳儘㼿 涸暋➫鈏

ㅷ晦莅㉂垦

✽耢笪

*5

鸒騟

剤䠑陏涸嶋顥罏

♧哭㼩橇㞯⿼㊥ 涸暋➫鈏

遤ꌼ

欰欴

ꨫ㈒

暋➫鈏ꌼ㈒

暋➫鈏獆顲 Adapted from the Business Model Generation


Circular design


Storytelling


People using business as a force for good


Entrepreneurial team


Business model canvas

䗅橇竤憘崞鬪穉籽

鏤鎙

MUD Jeans

遤ꌼ 爢纈㯯넓

䑞デ

暟崩盘椚 欰欴㉂

㆞䊨 暟崩噠罏

⾲暟俲

宕黇騈䖤♳儘㼿 涸暋➫鈏

ㅷ晦莅㉂垦

✽耢笪

*5

鸒騟

剤䠑陏涸嶋顥罏

♧哭㼩橇㞯⿼㊥ 涸暋➫鈏

遤ꌼ

欰欴

ꨫ㈒

暋➫鈏ꌼ㈒

暋➫鈏獆顲 Adapted from the Business Model Generation


Flowbox for user-generated content


Promotion & support


Business model canvas

䗅橇竤憘崞鬪穉籽

鏤鎙

MUD Jeans

遤ꌼ 爢纈㯯넓

䑞デ

暟崩盘椚 橇⥃欰欴㉂

㆞䊨 暟崩噠罏

⾲暟俲

宕黇騈䖤♳儘㼿 涸暋➫鈏

㉂垦

✽耢笪

*5

鸒騟

剤䠑陏涸嶋顥罏

♧哭㼩橇㞯⿼㊥ 涸暋➫鈏

遤ꌼ

欰欴

ꨫ㈒

暋➫鈏ꌼ㈒

暋➫鈏獆顲 Adapted from the Business Model Generation


Tejidos Royo for production


Yousstex International, Touza


Jeanologia for eco efficient finishing


Trash free packaging


➮⦛涸荞⹨猽鏒


ꡠ꒳

 Ⱇ぀䗱䫏Ⰵ㻜植격兞诔姽䒸ⵌ䖎㢵钢ず鸏⦐椚䙂涸곃㹐 ⿻㆞䊨  㖈怏駈儘㼿欴噠⚥곃㹐剓㖈䠑涸㔔稇ꃏ惐竤憘㻜䟃涸 䞕屣♴鏤鎙䗅橇涸㉂噠垸䒭  ⶾ鳵➃䎃涸竤뀿莅➃腠笪窄雊ꡠ꒳ざ⡲㣎⠶䲿⣘剤⸂涸Ꟁ 劍ざ⡲哭⟝佅䭰Ⱖ椚䙂


➮⦛欰䠑涸瀊匢


䮋䨞

 㼿劢栽ⵄ⣜搭꨾銴䡹㊥堥圓莅佟䏎涸酢⸔莅佅䭰  蚛貽涸玅⹡堥ⵖ雊➮⦛꬗荆꧱ꅾ铭玅涸㉏겗  緄⛘䫏须➃须ꆄ仍㣐䧭Ꟁ鸠䏞


♴♧姿


ꅾ럊♶㖈醳醢Ⱖ➮➃涸㉂噠垸䒭罜 僽錚㻌㉂噠垸䒭涸獵鱲鼇乵黠ざ銴 稇鱲隶荈䊹涸植剤㉂噠垸䒭


䧮⦛殹➛剓㣐涸搋䣂 㖈倴䟝銴 欽僴㣔涸䊨Ⱘ ⿡鍑对➛㣔涸㉏겗 Marshall McLuhan


source: Jean Jullien


The 1st step to understand our customers is to be in their shoes.


Let’s disrupt


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