Diana den Held about C2C Business Case @ C2C Symposium University Twente March 9th 2012

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C2C Symposium at University Twente, March 9th 2012, organised by the C2C team at Uni Twente (in cooperation with R'dam and Delft)

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Diana den Held about C2C Business Case @ C2C Symposium University Twente March 9th 2012

  1. 1. Cradle to Cradle Chair for Innovation and QualityCradle to Cradle® Business CaseDiana den Held@ Twente University9-3-2012 © 2012 Diana den Held - Gevleugelde Woorden
  2. 2. C2C® Chair TeamKatja Hansen Marleen Lodder Douglas Mulhall © 2012 Diana den Held - Gevleugelde Woorden
  3. 3. Diana den HeldStrategic Advisor Prof. Dr. Michael Braungart Implementation Cradle to Cradle® principlesSenior Researcher Cradle to Cradle Chair for Innovation and Quality RSM - Department of Decision and Information SciencesProject Director Thermphos project “Get P in cycles in 2020”Book "Inspired by Cradle to Cradle; C2C practice in education" © 2012 Diana den Held - Gevleugelde Woorden
  4. 4. Don’t waste your energy making notes of what you’re seeing. Slides will be online at Slideshare: http://www.slideshare.net/gevleugeld © 2012 Diana den Held - Gevleugelde Woorden
  5. 5. Let’s define the terminology firstDutch 0s Figure British USA + New Also called BritishDuizend 3 1,000 Thousand Thousand KiloMiljoen 6 1,000,000 Million Million MegaMiljard 9 1,000,000,000 Milliard Billion GigaBiljoen 12 1,000,000,000,000 Billion Trillion TeraI use the Dutch-British system.So when I say Billion, that’s 12 zero’s. Not 9. © 2012 Diana den Held - Gevleugelde Woorden
  6. 6. C2C success tip nr. 1 Work according to C2C principlesas part of being a successful (global) enterprise. It’s not a nice to have. © 2012 Diana den Held - Gevleugelde Woorden
  7. 7. © 2012 Diana den Held - Gevleugelde Woorden
  8. 8. C2C success tip nr. 2Design according to C2C principles from the start. Making an existing product ‘greener’ is expensive. Doing things ‘right’ from the start is a Business Case. © 2012 Diana den Held - Gevleugelde Woorden
  9. 9. Design Business Case: SteelcaseIn 2006 launched the first C2C product ever: the Think Chair.Several design awards.In 2009 sales had increased with 20% = $ 500 Million.(Publicly mentioned by Serena Borghero in 2009 in Sweden.) © 2012 Diana den Held - Gevleugelde Woorden
  10. 10. C2C success tip nr. 3Know where the materials go Materials = € © 2012 Diana den Held - Gevleugelde Woorden
  11. 11. Material Management Business Case: VelopaKnow exactly what they have used.Know exactly where their products are.Can plan when the materials are taken back (in 15-20 years).Defined use periods.Logistics in place. “come back” © 2012 Diana den Held - Gevleugelde Woorden
  12. 12. © 2012 Diana den Held - Gevleugelde Woorden
  13. 13. C2C success tip nr. 4Stay in contact with the userCollecting materials = contact moment. © 2012 Diana den Held - Gevleugelde Woorden
  14. 14. For comparisonA page in black/white in f.e. Metro is about€ 30.00030 second commercial during a football match can go up to€ 90.000,-+From Random shots to Targeted audience. © 2012 Diana den Held - Gevleugelde Woorden
  15. 15. C2C success tip nr. 5The power of the positive list Buying together = Larger volumes = Lower prices. © 2012 Diana den Held - Gevleugelde Woorden
  16. 16. C2C® in BeNeLux © 2012 Diana den Held - Gevleugelde Woorden
  17. 17. C2C success tip nr. 6Intelligent Materials PoolingAre you still paying to get rid of ‘waste’? © 2012 Diana den Held - Gevleugelde Woorden
  18. 18. Through greater ‘industrial symbiosis’ ( = where waste of some firms is used as a resource for others) across EU… we could save € 1,4 Milliard a year, and generate € 1,8 Milliard in sales. © 2012 Diana den Held - Gevleugelde Woorden
  19. 19. C2C success tip nr. 7 Secondary sourced materials Do you really want to get your materials all the way from a mine in Morocco or Madagascar?Or do you just walk next door to get the same type of materials, as they are re-collected from products that are made for disassembly? © 2012 Diana den Held - Gevleugelde Woorden
  20. 20. © 2012 Diana den Held - Gevleugelde Woorden
  21. 21. © 2012 Diana den Held - Gevleugelde Woorden
  22. 22. Secondary Sourced –possible- business caseIncineration slag contains13.000 tonnes of copper per year (in Germany)Worth:€ 45 Million per year (Price rate 2009)(source: EPEA) © 2012 Diana 2011 Gevleugelde Woorden © 2009 - den Held - Gevleugelde Woorden
  23. 23. Water Quality Business Case: FORD RIVER ROUGEBefore redesign:$ 48 Million spent onwater-management-systemAfter redesign:Cost reduction onwater-management-systemof $ 35 Million © 2012 Diana 2011 Gevleugelde Woorden © 2009 - den Held - Gevleugelde Woorden
  24. 24. Air Quality Business Case: KLM(Source: EPEA) © 2012 Diana den Held - Gevleugelde Woorden
  25. 25. Biodiversity upcoming Business CaseBiodiversity loss costs 3% annual economic growth in EU per year=€ 450 Milliard each year(Source: Gerben-Jan Gerbrandy (D66, Netherlands) Special Rapporteur on Biodiversity of the European Parliament) © 2012 Diana den Held - Gevleugelde Woorden
  26. 26. European Parliament strategy for 2020 on biodiversity:Natural capital needs to In June 2011, the be integrated into the European Council of accounts. Ministers endorsed the  EU Biodiversity“No Net Loss”-principle Strategy 2020, as presented by theGovernments and European Commission. companies make up for the damage they cause to nature by funding compensation projects. © 2012 Diana den Held - Gevleugelde Woorden
  27. 27. Greenhouse Gas Capturing Business Case: AlgaeUsing waste water, CO2 and waste-heat...In NL one can harvest after 24 to 48 hours.Potential of 140 thousand kilo per year per hectare = 10 to 20 x more than conventional crops. (source: Ingrepro) © 2012 Diana den Held - Gevleugelde Woorden
  28. 28. “Don’t take types of materials as a starting point in your concept phase, as it hinders your thinking. What is not available now will be there in a few years, especially if you ask as a designer.” Michael Braungart, 2009 © 2012 Diana den Held - Gevleugelde Woorden
  29. 29. Waste to Energy: No Business CaseThe silliest investment I’ve ever heard of.Why would anyone want to invest € 160 Millionto be able to destroy275 Million kilo resources per year…For about 120 MW? © 2012 Diana den Held - Gevleugelde Woorden
  30. 30. Don’t be too shyto come up with something entirely new. It takes guts to be innovative. © 2012 Diana den Held - Gevleugelde Woorden
  31. 31. ContactDiana den HeldAcademic Chair ‘Cradle to Cradle for Innovation and Quality’Rotterdam School of Management - Erasmus UniversityDecision and information SciencesBurgemeester Oudlaan 50T Building, Room 9-443062 PA Rotterdam, The NetherlandsTel: +31 10 408 2277dheld@rsm.nlheld@braungart.com © 2012 Diana den Held - Gevleugelde Woorden

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