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CIRCO - Circular Design Class (8 september) Siem Haffmans

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CIRCO - Circular Design Class (8 september) Siem Haffmans

  1. 1. CIRCULAR DESIGN CLASS September 8th 2016
  2. 2. CIRCULAR BUSINESS MODELS 1. Classic long-life model 2. Hybrid model 3. Gap exploiter • Repair service • 2nd hand trader • Recovery provider 4. Access model 5. Performance model Product Dienst
  3. 3. 1. The classic long-life model Primary revenue stream from sales of high-grade products with a long useful life. CIRCULAR BUSINESS MODELS
  4. 4. 1. The classic long-life model Primary revenue stream from sales of high-grade products with a long useful life. Long lifespan of the product Today, Miele is the only manufacturer in the industry that designs and tests all appliances for 20 years product life. Service and repair With the Service Certificate and Exclusive Care Service, Miele provides preventive maintenance and cleaning services. Using efficient appliances longer makes sense. The case has been argued for replacing older appliances with new, more efficient appliances before the end of their life for environmental considerations. However, it makes less sense with modern Miele appliances. Naturally, the company still continues to develop more energy-efficient appliances and is also working on new ways to cut costs. CIRCULAR BUSINESS MODELS
  5. 5. 2. The hybrid model Combination of a durable product and short-lived consumables. Primary revenue stream generated from repeat sales of dedicated consumables, like soap and detergent cartriges. o Long lasting product (low price) o Replacement parts (to guarantee quality / performance) CIRCULAR BUSINESS MODELS
  6. 6. 2. The hybrid model Combination of a durable product and short-lived consumables. Primary revenue stream generated from repeat sales of dedicated consumables, like soap and detergent cartriges. Important: Make the additional consumables also circular! Océ - Toner Peals Océ TonerPearls – are converted into gel, which then can be applied to any type of paper. The first product based on this technique is the Colorwave 600. For this printer GBO has designed and engineered the cartridges. • No ozone emissions / No odor • Minimal waste disposal • Toner waste is completely non-toxic and solid and can be disposed of as part of regular office waste • No system contamination by "powder“ or ink CIRCULAR BUSINESS MODELS
  7. 7. 3. The gap-exploiter model - repair Exploits ‘lifetime value gaps’ or leftover value in product systems. Main revenue stream from selling products, parts and services based on the mixed product life of components. o Repair and maintenance services o Extends the working life cycle of products and components by repairing or upgrading CIRCULAR BUSINESS MODELS
  8. 8. 3. The gap-exploiter model – 2nd hand market Exploits ‘lifetime value gaps’ or leftover value in product systems. Main revenue stream from selling products, parts and services based on the mixed product life of components. o Using the ‘left-over’ life-span of another product o Refurbishes and maintains used products and re-sells them CIRCULAR BUSINESS MODELS TweedehandsLundia TweedehandsLundia.nl is onafhankelijk van Lundia en legt zich toe op de opslag, distributie, hergebruik en recycling van (houten) stellingkasten en gerelateerde items middels drie afhaalmagazijnen, vanwaar de Lundia-onderdelen worden gerestaureerd, geschikt gemaakt voor hergebruik en deze via internet worden verkocht.
  9. 9. 3. The gap-exploiter model - recovery Exploits ‘lifetime value gaps’ or leftover value in product systems. Main revenue stream from selling products, parts and services based on the mixed product life of components. o Recovery provider: Provides take-back systems and collection services to recover useful resources out of disposed products or bi-products CIRCULAR BUSINESS MODELS
  10. 10. 4. The access model Provides product access rather than ownership. Main revenue stream from payments for product access. o Sharing, renting and pooling in stead of owning o Considerations: affordability, freedom, identity/status, time, accessibility CIRCULAR BUSINESS MODELS
  11. 11. 4. The access model Provides product access rather than ownership. Main revenue stream from payments for product access. Floow2 Sharing Marketplace for Business Equipment and Services • Most popular: car, meeting room, MRI, communication specialist, truck, aerial platform, designer CIRCULAR BUSINESS MODELS
  12. 12. 5. The performance model Delivers product performance rather than the product itself. Primary revenue stream from payments for performance delivered. o Products that are in use for what they do, rather than for what they are o Provider owns and maintains the product o Clients pays for functionality (pay per use) CIRCULAR BUSINESS MODELS PHILIPS – Pay per Lux “I told Philips, ‘I’m not interested in the product, just the performance. I want to buy light, and nothing else.” Thomas Rau
  13. 13. 5. The performance model Delivers product performance rather than the product itself. Primary revenue stream from payments for performance delivered. Rolls Royce – Power by the Hour • Total Cost of Ownership CIRCULAR BUSINESS MODELS
  14. 14. Clustering the result of existing research has led to the identification of six design strategies for circular product design: 1. Design for Product Attachment and Trust 2. Design for Product Durability 3. Design for Standardization & Compatibility 4. Design for Ease of maintenance and Repair 5. Design for Upgradability & Adaptability 6. Design for Dis- and Reassembly CIRCULAR DESIGN STRATEGIES Product Component
  15. 15. 1. Design for Product Attachment and Trust Creating products that will be loved, liked or trusted longer. o User develops a bond with the product Examples: • Do Create (Droog Design) • Expensive watches • Teddy Bears CIRCULAR DESIGN STRATEGIES
  16. 16. 2. Design for Product Durability Developing products that can take wear and tear without breaking down. o Defining optimum product reliability o Product’s durability should match its economic and stylistic lifespan Example: • Toyota Hillux CIRCULAR DESIGN STRATEGIES Top Gear: “Killing a Toyota”
  17. 17. 3. Design for Standardization & Compatibility Creating products with parts or interfaces that fit other products as well. o Tension between setting standards and personal customization Example: • Damen Shipyards Bad example: • Adaptor mobile phones CIRCULAR DESIGN STRATEGIES
  18. 18. 4. Design for Ease of maintenance and Repair Enabling products to be maintained in tip-top condition. o Maintenance and repair are divided among: OEM, Gap exploiting service providers and users o Repair by users is often not allowed for technical products CIRCULAR DESIGN STRATEGIES
  19. 19. 5. Design for Upgradability & Adaptability Allowing for future expansion and modification o Incorporate possibilities to change or upgrade the product o Digital technology develops very fast CIRCULAR DESIGN STRATEGIES
  20. 20. 6. Design for Dis- and Reassembly Ensuring products and parts can be separated and reassembled easily. o Disassembly is a classic requirement for sustainability o Reassembly with components (new, upgraded or from other products) Examples: • Herman Miller - Mira chair • Timberland - Earthkeepers CIRCULAR DESIGN STRATEGIES
  21. 21. CIRCO The matching game
  22. 22. THE MATCHING GAME Warming up: Match one (or more) Circular Business Models and Design Strategies to the cases.
  23. 23. Exercise 1: Redesign your own Business Model a) Redesign your Value Proposition for each of the five Circular Business Models (5 x 10 minutes!) b) Which Circular Business Model fits best to your Case? (10 minutes) Result: Present your CIRCULAR BUSINESS MODEL on the wall. CIRCULAR BUSINESS MODELS
  24. 24. Exercise 2: Redesign your product for the Circular Business Model, using different Circular Design Strategies a) Redesign your product / service using several Circular Design Strategies. b) Combine several solutions in one or two concepts that fit best to your Case? Result: Present your CIRCULAR DESIGN on the wall CIRCULAR DESIGN STRATEGIES
  25. 25. CIRCO DEELNEMERS presentaties
  26. 26. CIRCO Community • Grote waarde kruisbestuiving, contact met peers • Inspiratie uit cases, tools, leerervaring • Uitgewisseld in community • Events in 2016 • DDW in Oktober • Online interactie en content • Linked-in groep NLCirculair • Circulairondernemen.nl • Facebook • CE Best Practise
  27. 27. DRINKS!

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