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Case the nightmare competitor of equipment rental

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Turning corporate managers into business model mavericks

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Case the nightmare competitor of equipment rental

  1. 1. Rocking Business Innovation | 1© NC-Creators Case: The Nightmare Competitor of Equipment Rental
  2. 2. Rocking Business Innovation | 2© NC-Creators The Zeppelin case study illustrates how the Nightmare Competitor Approach enables companies to come up with new innovative business models
  3. 3. Rocking Business Innovation | 3© NC-Creators In the first step the customers and the business model of the established players were described High Importance Medium Importance Low Importance Customer: HeterogeneousCustomer: Users of Construction Equipment Rental Companies Offering (O) Value Creation System (V) Suppliers (S) Model for Utilization (U) Model for Generating Revenues (R) Standards of Integrity (I) Rental Fees (R) Utilization Management of Machinery Pool (U) Variability of Cost (O) Rental Outlets (V) Infrastructure for Maintenance (V) Machine Pool (V) Range of Products (O) OEMs as Suppliers (S) Machine Trading (R)
  4. 4. Rocking Business Innovation | 4© NC-Creators Unique Value NC Bargain NC Choice NC Ultimate Want NC • The bored ones • The ones who need new kicks • The established spend a lot on marketing but customers are nevertheless not loyal • Offers an altered product in a proprietary system • Tesla, Apple, Zara, Starbucks • The overshot • Notorious penny pinchers • Industries compete on the frequency of product launches and functionalities • Reduces the offerings, streamlines processes • Fosters modularity and reusability • Cuts marketing cost • Ikea, Aldi, SpaceX, Ryanair, Motel One, Mindray, Dacia • The ones who see choice and transparency as parts of their fundamental rights • Industries are not ready to grant the customers the choice they by now expect • Provide a platform comprising the offerings of the important market players • Amazon, Craigslist, Pairship, Moovel, AutoScout24, Uber, Expedia, Agoda, Alibaba, kloeckner.i • The ones who see the industry’s offering as workarounds • The industry is extremely product oriented • Provide a service or a product designed from the customer backwards • Dürr, Kuka, SolarCity, Webasto, Amazon Elastic Cloud Compute, Red Bull, Spotify, Double Robotics Targeted customers: Sees his chance when: What he does: Role Models: The given Business Model was attacked from all angles. Access NC • The ones overlooked or purposely not addressed by the industry • Industries do not question the boundaries of their customer definition anymore • Designs a business model that allows to give the excluded access • Kieser, Nintendo, Waymo, klickrent, Airbnb, NetJets, Drivy
  5. 5. Rocking Business Innovation | 5© NC-Creators Under the headline of the “Access Nightmare Competitor” we discussed whether there are customers the industry does not serve well today The result: Like in car rental or the accommodation business the industry does not serve customers perfectly that have very specific requirements. And it became apparent that they could be served by making the equipment held by construction companies available
  6. 6. Rocking Business Innovation | 6© NC-Creators A potentially nightmarish business model for the construction equipment rental industry was created Customer: HeterogeneousCustomer: Users of Construction Equipment Rental Companies High Importance Medium Importance Low Importance Customer: Owners and Users of Constr. Equipment AirBnB for Equipment Offering (O) Value Creation System (V) Suppliers (S) Model for Utilization (U) Model for Generating Revenues (R) Standards of Integrity (I) Rental Fees (R) Utilization Management of Machinery Pool (U) Market Transparency (I) Variability of Cost (O) Rental Outlets (V) Infrastructure for Maintenance (V) Access to Special Equipment (O) Machine Pool (V) Range of Products (O) OEMs as Suppliers (S) Construction Companies and other Rentals (S) Platform (V) Best Price (O) Revenues for Renting Out Machines (O) Machine Exchange (O) Machine Trading (R)
  7. 7. Rocking Business Innovation | 7© NC-Creators With klickrent Zeppelin occupied the market space well ahead of potential competitors Rocking Business Innovation | 7© NC-Creators
  8. 8. Rocking Business Innovation | 8© NC-Creators Go to slideshare.net to download core elements of the Nightmare Competitor Approach
  9. 9. Rocking Business Innovation | 9© NC-Creators www.nc-creators.com

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