www.elton-pickford.fr
Case study #114	

I Love my Laundry
Introduction to 	

the company
At first glance, I Love my Laundry looks a lot like a
traditional café. But in reality, hidi...
The concept
The concept was launched by Clayton Howard and Mico
Botha. They both had the benefit of many years’
experience ...
Value Proposition
Services!
You'll find typical services of a classic dry cleaner there, such as washing,
ironing, dry clea...
Have lunch or a snack on site!
Whether you spend time in the boutique or decide to wait
until your wash is ready, many sur...
Value proposition
Theme nights!
Periodically, I Love my Laundry organizes theme nights. Customers can take
advantage of br...
SCRCPVACPC
C€ R€
RC CX
WELCOME &
SETTING THE
MOOD Have a good time
while performing
strenuous
household chores
MACHINES
NE...
A traditional dry cleaner and
the « I Love My Laundry »
concept comparison in pictures
Elton-Pickford I MakingYou Successf...
The front
Traditional format Revisited format
Elton-Pickford I MakingYou Successful in Business Model Innovation I Case st...
Inside design
Traditional format Revisited format
Elton-Pickford I MakingYou Successful in Business Model Innovation I Cas...
Environment
Traditional format Revisited format
Elton-Pickford I MakingYou Successful in Business Model Innovation I Case ...
Trends
Is the original idea developed by I Love my Laundry unique
and proper in Cape Town? Should a space (like a boutique...
Sources!
!
http://thecelebritycafe.com/feature/2014/01/i-love-my-laundry-radical-
change-business-style
!
www.capetownmaga...
Monitoring!
!
Do you want to receive our studies every month ? !
Subscribe to our monitoring service and be inspired by ex...
Do you want to know about Elton-Pickford
and our activities ?
We’ll be happy to answer your questions.
At your service
Do ...
"Elton-Pickford acts as 'facilitator' to business leaders, by helping them
explore their Business Model in an innovative a...
Paris!
Elton-Pickford
Dpt. Business Model Innovation
20, ru Cambon
75001 Paris
FRANCE
!
contact@elton-pickford.com
Zurich!...
About the author!
!
Antoine Dumont is associate at Elton Pickford. He participates in the
development of strategies and ma...
www.elton-pickford.com
Elton-Pickford specializes in Business Model Innovation. We offer an array of methods, trainings, a...
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Business Case : I Love My Laundry (VGB)

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Business Model Study of "I Love My Laundry"
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Business Case : I Love My Laundry (VGB)

  1. 1. www.elton-pickford.fr Case study #114 I Love my Laundry
  2. 2. Introduction to the company At first glance, I Love my Laundry looks a lot like a traditional café. But in reality, hiding behind this name is actually a laundry service. Clayton Howard and Mico Botha, its founders, devoted themselves to transform some painful domestic tasks in more pleasant ones, like having to bring the laundry to the cleaners. Their concept, which was originally started in Cape Town, South Africa, offers an outstanding experience to anyone looking to do their laundry. Rather than going to a typical cleaner, I Love my Laundry’s team gives its customers a warm welcome and offers them some time to relax, a delicious cup of coffee, a shopping area, and many elements that will give them a truly magical experience. Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  3. 3. The concept The concept was launched by Clayton Howard and Mico Botha. They both had the benefit of many years’ experience in the hotel business. In 2012, they opened their first location. The second site followed a year later, also in Cape Town. ! Originally, they planned on offering this service to hotels’ professionals, who had real problems managing their customers' linens. Finally, private individuals predominantly demonstrated an interest in this service. ! The concept combines music, art, wine, coffee, and laundry, all in a very natural way. When people come to I Love my Laundry, they quickly forget that they are coming to a dry cleaner. Deliberately, all the things that remind them of a traditional cleaner (the smells, the machines, and the steam, for example) are no longer apparent to customers. Now, it sets the scene for a complete break in habits. Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  4. 4. Value Proposition Services! You'll find typical services of a classic dry cleaner there, such as washing, ironing, dry cleaning, and clothes dyeing. They are open Monday through Sunday, from 7:00 am - 7:00 pm. Washing / drying / folding service costs about 0.80€ per kilogram of laundry. ! Naturals products! There's no question about using products with a lot of chemicals here. All the products are natural, and washing is done in cold water so clothes won’t get damaged. ! Customers personalization! Personal requests are particularly taken into account (normal practices and preferences in how you'd like your socks folded for example). "We'll do your laundry the way you want it done, the same way your mom probably did it for years," says Clayton. Once it's finished, your piles of laundry are wrapped in pretty tissue paper, so that nobody will see your underclothes or the color of your socks. « We do laundry you do life » Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  5. 5. Have lunch or a snack on site! Whether you spend time in the boutique or decide to wait until your wash is ready, many surprises await you. You'll be offered sweet or savory cakes, accompanied by a cup of Brazilian coffee, a snack, or even a glass of wine. ! I Love my Art! Since customers will be browsing, they'll be able to discover some of the creations of young promising talents. Costume jewelry, clothes, and works of art are displayed and offered for sale in the reception area. Value Proposition Waiting while laundry is being done Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  6. 6. Value proposition Theme nights! Periodically, I Love my Laundry organizes theme nights. Customers can take advantage of bringing their laundry and having it washed at dinner time. The Wednesday party often features cheese fondue. Events like this help secure customers' loyalty to the store, and they also generate additional income. ! Room rental! The boutique spaces are available on closing hours. To optimize expenses, it is possible for customers to rent the space for private events. ! I Love my Wine! The founders are passionate about wine, and they offer a selection of high end wines that they obtain from local producers and winegrowers. However, the prices are attractive due to the low margins applied during resale. At I Love my Wine, the distribution of these products takes place in a spirit of sharing the passion for wine, more than seeking a source of profit for the company. Wine sales and tastings Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  7. 7. SCRCPVACPC C€ R€ RC CX WELCOME & SETTING THE MOOD Have a good time while performing strenuous household chores MACHINES NEIGHBORS Laundry Services WARM WELCOME FORFAIT INFRASTRUCTURE MARKETING MACHINES Business model mapping LAUNDRY SERVICES Selling additional products Meals STORE SOCIAL NETWORKS STORES EVENTS I LOVE MY ART I LOVE MY WINE MAINTENANCE MAKERS OF CLOTHES & JEWELLERY WINE & NATURALS PRODUTCS SUPPLIERS HUMAN RESOURCES H.R. Space rental for private events H.R. www.businessmodelgeneration.com Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  8. 8. A traditional dry cleaner and the « I Love My Laundry » concept comparison in pictures Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  9. 9. The front Traditional format Revisited format Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  10. 10. Inside design Traditional format Revisited format Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  11. 11. Environment Traditional format Revisited format Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  12. 12. Trends Is the original idea developed by I Love my Laundry unique and proper in Cape Town? Should a space (like a boutique, store, restaurant, etc.) have only one single function or main activity? Several similar initiatives have flourished all around the world, where merchants have developed multi-faceted concepts. Such is the case of Los Muertos Motos, which combines a café with the sale of motorcycles in one space. Latitude33 mixes an art gallery, a restaurant, and a clothing boutique, all with a surfing theme. Le comptoir général in Paris is a museum devoted to ghetto art. This place combines several activities: a movie theater, exhibitions, conferences, a bar and restaurant, attractions, artistic productions, boutiques (a record store, secondhand clothing store, library, and garden store), radio station, and movie/TV filming.... Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  13. 13. Sources! ! http://thecelebritycafe.com/feature/2014/01/i-love-my-laundry-radical- change-business-style ! www.capetownmagazine.com/arts-culture/i-love-my-laundry/ 104_22_18632 ! www.nytimes.com/2014/01/26/travel/in-cape-town-fashion-with-a-side- of-fries.html?_r=1 ! www.tweetcritique.com/files/archive/57-ilovemylaundry.html ! http://mg.co.za/article/2013-04-19-00-love-at-first-wash ! www.travelstart.co.za/blog/i-love-my-laundry/ ! www.keenoncapetown.com/the-many-delights-of-i-love-my-laundry/ ! www.20min.ch/ro/life/lifestyle/story/La-mode-servie-avec-une-portion- de-frites-11202318 ! http://theallseeinglens.blogspot.fr ! http://mediagourmand.wordpress.com/2013/10/22/getting-clean-with-i- love-my-laundry/ ! ! Date of the release of the study : February 2014 Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  14. 14. Monitoring! ! Do you want to receive our studies every month ? ! Subscribe to our monitoring service and be inspired by examples of innovative business models. If you are looking to the future, or reflecting on the evolution of your business model, this service is for you!! ! Contact us to learn more about it: service.veille@elton-pickford.com Decrypt hundreds of company’s business model, and let yourself be inspired. Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  15. 15. Do you want to know about Elton-Pickford and our activities ? We’ll be happy to answer your questions. At your service Do you have any questions, comments, or suggestions ? We are interested in your opinion. Contact us ! Do you want to access more information ? Suscribe to the newsletter Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  16. 16. "Elton-Pickford acts as 'facilitator' to business leaders, by helping them explore their Business Model in an innovative and creative way". Elton-Pickford’s mission! ! Elton-Pickford specializes in business model innovation. Our company accompanies public and private organization directors in finding new ways to work and generate incomes by testing and validating new business models. In an economical crisis, with changes always taking place (in technologies, economies, etc.), we help organizations to become proactive about their future, in order to assure solid performance for them. This success happens because the objective is value creation and differentiation. We draw on our influences from Blue Ocean Strategy, Customer Development Process, Lean Startup, Design Thinking, and GameStorming. Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  17. 17. Paris! Elton-Pickford Dpt. Business Model Innovation 20, ru Cambon 75001 Paris FRANCE ! contact@elton-pickford.com Zurich! Elton-Pickford Dpt. DACH Wolleraustrasse 41b 8807 Freienbach SWITZERLAND ! contact@elton-pickford.com R&D Team! Elton-Pickford Dpt. Research & Development 43, rue du Préfet Bonnefoy 44000 Nantes FRANCE ! recherche@elton-pickford.com Londres! Elton-Pickford Dpt. Finance & Strategy Dashwood House 69, Old Broad Street - London GREAT-BRITAIN ! finance@elton-pickford.com Contact Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  18. 18. About the author! ! Antoine Dumont is associate at Elton Pickford. He participates in the development of strategies and marketing & sales activities. He began his career with M&A, where he took part in mergers and acquisitions. Afterwards, he was the Sales Director of an IT company, where he worked for big industrial and financial groups (Rieter Automotive, Saint Gobain, BPI France, and BNP Paribas). Today, he regularly participates as a lecturer for the Grande Écoles, boards of directors, and different groups of leaders. At the same time, he drives innovative strategic missions and business model transformation for the cabinet's customers. He earned a degree from ESCP Europe, where he followed a specialized program in Management and Strategy. Contact : antoine.dumont@elton-pickford.com +33 (0)6 25 55 09 88 Créditphoto(c)2012KarinePaoli Elton-Pickford I MakingYou Successful in Business Model Innovation I Case study : I Love my Laundry
  19. 19. www.elton-pickford.com Elton-Pickford specializes in Business Model Innovation. We offer an array of methods, trainings, and seminars devoted to the improvement of the market positioning of our customers. This success is the result of an objective of creating value and differentiation. We draw on our influences from Blue Ocean Strategy, design thinking and GameStorming. We offer a resolutely practical, fun, and visual approach allowing our customers to better conquer the challenges related to the innovation of their Business Model. Elton-Pickford acts as a "facilitator" to business leaders, by helping them explore their Business Model in an innovative and creative way! A propos d’Elton-Pickford Elton-Pickford France SAS 20 rue Cambon
 75001 Paris - France
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