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Circular Business Model Experimentation - Antikainen et al.

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In this presentation, we describe a pilot of a five-stage process model for rapid experimentation that takes into account both the entrepreneur’s and the research organisation’s needs and objectives. Presented at ISPIM Toronto 2016.

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Circular Business Model Experimentation - Antikainen et al.

  1. 1. 129.5.2017 Maria Antikainen Designing circular business model experimentation - Case study Maria Antikainen*, Anna Aminoff Harri Paloheimo Outi Kettunen @AarreResearch
  2. 2. 229.5.2017 Maria Antikainen Circular economy transforms business Design Productio n &Reman u- facturing Distributi on Use, reuse, repair Collectio n (logistics) and recycling Materials (primary + secondar y) In the circular economy, value is created and distributed within ecosystems
  3. 3. 329.5.2017 Maria Antikainen Our aim To increase and conceptualise our understanding of how to design circular business model experimentation, considering both the companies’ and research organizations’ needs. 1. What elements are included in designing circular business model experimentation? 2. How do company and research organization data collection objectives differ?
  4. 4. 429.5.2017 Maria Antikainen Renting or owning? Renting good option when there is not much use Products with close relationships-> owning Some factors more temporary some more permanent Renting more expensive products Service portfolio (product, user- and result-oriented)
  5. 5. 529.5.2017 Maria Antikainen Conclusions: Rapid business model experimentation • Rapid Experimentation Cards • Partnerships, resources • Practical implementation and research • Iteration, agility • Change of mind-set • Data from multiple sources • Learnings • Guidelines for next steps / experimentations Rapid Experiment ation Card 1. Ex: Renting vs owning 2. Ex: Value creation 3. Ex: Easiness Working hypotheses We believe that renting tools is an attractive service for consumers, compared to buying. Criticality (1-3, 1= least): 3 We believe that the service model creates value, in multiple ways, for consumers (benefits greater than sacrifices). Criticality (1-3, 1= least): 3 We believe that Liiteri is easier to use (accessibility/convenien ce) for consumers than buying or using existing services. Criticality (1-3, 1= least): 3 Data collection and analysis User and non-user interviews The amount of traffic at Liiteri.net, container visitors , customers, media visibility Diary Cost (1-3, 1= least): 2 Reliability (1-3, 1 least):3 User and non-user interviews Diary Cost (1-3, 1= least): 2 Reliability (1-3, 1 least):3 User and non-user interviews Diary Cost: 1-3 (1 least): 2 Cost (1-3, 1= least): 2 Reliability (1-3, 1 least):3 Criteria for validation/re jection (qualitative & quantitative) There is a certain number of customers and interested consumers, (Social) media is interested in the pilot, results of the interviews indicate the attractiveness. There is a certain number of customers and interested consumers, results of the interviews and diary indicate the value. There is a certain number of customers and interested consumers, results of the interviews and diary indicate the easiness.
  6. 6. 629.5.2017 Maria Antikainen Rapid Experimenta tion Card 1. Ex: Renting vs owning 2. Ex: Value creation 3. Ex: Easiness Working hypotheses We believe that renting tools is an attractive service for consumers, compared to buying. Criticality (1-3, 1= least): 3 We believe that the service model creates value, in multiple ways, for consumers (benefits greater than sacrifices). Criticality (1-3, 1= least): 3 We believe that Liiteri is easier to use (accessibility/convenience) for consumers than buying or using existing services. Criticality (1-3, 1= least): 3 Data collection and analysis User and non-user interviews The amount of traffic at Liiteri.net, container visitors , customers, media visibility Diary Cost (1-3, 1= least): 2 Reliability (1-3, 1 least):3 User and non-user interviews Diary Cost (1-3, 1= least): 2 Reliability (1-3, 1 least):3 User and non-user interviews Diary Cost: 1-3 (1 least): 2 Reliability (1-3, 1 least):3 Criteria for validation/reje ction (qualitative & quantitative) There is a certain number of customers and interested consumers, (Social) media is interested in the pilot, results of the interviews indicate the attractiveness. There is a certain number of customers and interested consumers, results of the interviews and diary indicate the value. There is a certain number of customers and interested consumers, results of the interviews and diary indicate the easiness.
  7. 7. 729.5.2017 Maria Antikainen Thank you! maria.antikainen@vtt.fi @AarreResearch

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