Strongly Sustainable Business Model Ontology - Example - Timberland - Detail v4.0


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This is the detailed description of the Timberland Company business model, based on publicly available information gathered between Nov 2010 and August 2011, described using the Strongly Sustainable Business Model Ontology (SSBMO).

For more details about the background on Strongly Sustainable Business Models please see and

This work All Rights Reserved © Antony Upward / Edward James Consulting Ltd. 2012 (

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Strongly Sustainable Business Model Ontology - Example - Timberland - Detail v4.0

  1. 1. Firm Name Description Timberland The focal firm of this business model Retailers 3rd party retailers who buy  Timberland products wholesale and sell the to  Stakeholder InterfaceTimberland consumers at a mark‐up (retail prices) All Rights Reserved © Franchizees Same as retailers, except that additional terms and conditions apply to the  "look & feel" of the "retail experience"  and other aspects of the retailers  operation Contract  Companies who purchase raw materials, capital equipment & facilities and  Manufactur labour , make Timberlands finished goods to Timberlands specifications, and  ers are paid for the raw materials and the value of the manufacturing services  provided Distribution  Companies who purchase capital equipment & facilities and labour, and  Service  provide distribution services to receive, store and ship Timberlands finished  Antony Upward / Providers goods Transportati Companies who provide transportation of raw materials, finished goods (new  on Service  or post consumer), or waste Relationship / Function Product,  Provider Raw  Companies who provide raw materials to Timberland (tier 1 suppliers), or their  Name Descrip Target  Value Proposition Chann Stakehold Materials  suppliers (tier 2, 3, 4, etc. suppliers) tion Stakeholder el er  Suppliers Equity* Energy  Companies who provide energy to Timberland  Attract Net New  Consumers Product Excellence, Product‐Cradle  Suppliers Edward James Consumers /  to Cradle, Climate, Factories,  Process Existing Customers  Service Learning &  Make Subsequent  Purchases Attract / Retain  Retailers Build Brand and Product  Retailers Knowledge Attract / Retain  Suppliers Product Excellence Suppliers Attract / Retain  Employees Employers of Choice Partnership / Agreement Development Consulting Ltd. 2012 Employees Attract / Retain  Shareholders,  Financial Excellence, Responsibility,  Investors Investors,  Transparency, Governance Name Description Part of which  Involving which  Part of which  Analysts Relationship Stakeholders Value  Gain / Maintain  Community,  Product‐Cradle to Cradle, Climate,  Propositions Goodwill  NGO,  Factories, Service, Responsibility,  Employment The partnership between Timberland  Attract / Retain  • Employees • Employer of  Government,  Transparency, Governance and its Employees to fulfill a subset of  Employees • Management Choice Media the needs of both • Timberland • All other  Continuous  All Existence, Growth, Product  Value  Learning Enabling  Excellence Propositions Innovation Supplier‐ The partnership between Timberland  • Attract / Retail  • Suppliers • Product  Media Manufacturing and its contract Manufacturers Suppliers • Timberland Excellence • Attract / Retail  • Trading  • * Stakeholder of type consumer only equity is one or more of: acquisition, retention, add‐on selling Investors Partnerships Value Proposition / Offering Innovation The partnership between Timberland  Gain / Maintain  • NGO • Factories • Responsibility • Climate Channel / Link Actor Name Description Value for Which  Reason  Value  Value Life  Price Level (Based on list on forms of engagement defined by Timberland, except where noted) and its NGOs Goodwill & Continuous Learning  Enabling Innovation • Timberland • Product • Factories • Service Target  Stakeholder for Value  Level Propositi Cycle Stage Name Description Purpose* Related Value  Related  Target Stakeholder / Criteria Name Description Related Actor on Capability Proposition Stakeholder (Based on list of Stakeholders defined by Timberland  Other Supplier,  except where noted) Media Any organization whose objectives include  Firm and/or Financial  "Driving financial excellence" (Annual report p2) Shareholder Risk Innovative  Ownership Market Advertising / Advertorial  Driving knowledge all relevant value propositions  • Awareness • All  ○ Real Estate is the communication of selected  Community  Excellence Effort Innovation • Evaluation Stakeholders ○ Distribution  Name Description Related  information on current events which is  and/or NGO Employer of  "Striving to be an employer of choice" (Annual report  Employee Risk Excellence  Realization Market Retailers: Corporate and Franchisee owned  • Europe: 47 "Timberland speciality" and 17 factory outlet stores (Annual  • Awareness • Product  • Consumers presented by print, broadcast or word of  Name Description Required Resources Services Actor Choice p2) Effort &  "Bricks and Mortar" stores Report p5) • Evaluation Excellence mouth  to a third party or mass audience. "Bricks and Mortar"  Stores or parts of stores (shelf space) • Retail Space ○ Equipment Timberland The focal firm of this business model Firm Innovation • Asia: 75 "Timberland speciality" and 21 factory outlet stores in Europe  • Purchase • Brand  Pasted from <> Retail Outlets • Enterprise Applications ○ Etc. Communi The collection of people who share some  Human Outdoor  Act on and communicate ideas  which Timberland  Consumer Risk Excellence  All N/A (Annual Report p6) • After Sales Differentiation Business  Any other firm or organization involved in the (outdoor) apparel  Firm, NGO • Finished Goods Colleagues industry or their business networks / value systems, includes  ty attribute in common (living in the same  Equipment /  believes are "the right thing to do" &  "Clicks" Retail  Websites • Website Retail The partnership between Timberland its  Attract/Retail  • Retailers /  • Brand  Apparel  Innovation direct competitors such as Columbia, Nike, Patagonia, North Face  geographic area, common heritage, belief  franchisees and 3rd party retailers Retailers Franchisees Differentiation Retailers: "Bricks and Mortar" and/or 3rd  Several sorts (annual report p4): • Awareness • Product  • Consumers Outlets Provider of  and Deckers etc. • Trading  Party "Click" Retailers ○ "Timberland speciality stores" (owned by Franchisees) • Evaluation Excellence Packaging &  Ability to convey key aspects of the value proposition to  • Knowledge Choice ○ "Timberland factory outlet stores (owned by Franchisees) • Purchase • Brand  Shareholder Any human owning shares in the company Human Firm Any organization whose objective includes  Human Includes acting as collection points for  PartnershipsBio‐physical Stock Labelling Workers consumers  Motivated, knowledgeable human beings • Employees post‐consumer goods (e.g. start of  "reverse logistics") • Product  Innovation‐ Product  Excellence "An integrated product selection that equips  consumers to enjoy the experience of being in the  Consumer (men,  Use woman,  Excellence  Use &  &  Renewal Market High‐End ○ Independent Outdoor Retailers  ○ "Independent Footwear Retailers" • After Sales Differentiation Investor Any firm owning shares in the company / any employee of such a  Firm, Human firm NGO monetary profitability Non‐governmental organization  HumanSelection based on understanding of Timberlands business Distribution  Ability to receive, store and ship raw materials, finished  • Distribution Facility outdoors" (personally or professionally) (Annual  children) Innovation ○ "Better Department Stores" Analyst Any human offering opinions or data about the advisability of  Human representing the needs of firms, humans,  Animal Cradle to  goods, and post‐consumer goods (for recycling) • Enterprise Applications report p2) ○ "Athletic Retailers and Other National Retailers" buying or retaining ownership in shares of the company animals, plants and/or the biosphere Plant Cradle • Raw Materials ○ "Premium materials" Retailers Risk Excellence  Creation,  Market ○ "Boutique channels in major markets" (annual report p3) BiosphereName Description Related Eco‐Systems Service(s) Supplier‐Raw  The partnership between Timberland  • Attract / Retail  • Suppliers • Product  Employee Any human with a current employment contract  with the  Human • Finished Goods ○ "State of the art design and construction" Effort &  Purchase &  High‐End Governm refers to the legislators, administrators,  HumanHumans The animals which are the actors performing all human  Secondary Product Materials and the suppliers of the raw material Suppliers Excellence Retailers: Consumer Website / Consumer  USA: • Awareness • Product  • Consumers company • Post Consumer Goods ○ "Durability, comfort and craftsmanship" (stressed  Innovation Transfer ent and arbitrators in the administrative  stakeholder roles Recreation and ecotourism • Attract / Retail  • Financial  Sales and Marketing Function,  • Evaluation Excellence Partner  Any human with a current employment contract  with any firm  Human Manufacturing Ability to create and package finished goods for sale • Raw Materials for Men only) bureaucracy who control a state at a  Ethical and spiritual values Investors Excellence UK • Purchase • Brand  Employee the company partners with  ○ "Beautiful Styling, performance features, eco‐ given time, and to the system of  • Manufacturing Facility (in‐ • Trading • After Sales Differentiation Educational and inspirational values conscious materials" (stressed for Women only) Manager Any employee with responsibility for the outcomes produced by  Human government by which they are organized.   sourced and outsourced) Partnerships Japan: Livestock The animals from which leather and other raw  Secondary Production ○ "Same high‐quality standards and materials" with  one or more other employees (not directly identified by  Government is the means by which state  Partnership Ability to form, grow/evolve and benefit from  • Employees • Climate materials for Timberlands products are obtained a "focus on fit, functionality and convenience"  Timberland) policy is enforced, as well as the  partnerships • All other stakeholders • Responsibility (stressed for children only) Product labelling Conveying important intangible and intrinsic attributes of the product  • Awareness • Brand  • ConsumersLeather The processed hides from animals Water cycling Officer Any human with a position which has legal or other external  Human mechanism for determining the policy of  Product Design Ability to create and revise designs for products and  • Knowledge • Evaluation Differentiation Water Purification and waste treatment obligations related to the company (may or may not be an  the state. create plans for their manufacture Principle features which deliver on the above include: • After Sales • Climate Pasted from <> Maintenance of Air Quality