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Jennifer van der Meer, profile picture
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Business model Myths in the Circular Economy

This document summarizes Jen Van Der Meer's talk on circular economy business models. The talk discusses how business models can be designed to achieve more equitable outcomes through a circular economy approach. Popular business models like subscriptions, renting, and pay-per-use models are compared for their potential to enable a circular economy. The talk references Ray Anderson's philosophy of taking the whole industry with you in transitioning to sustainability. Myths about circular economy business models are debunked, emphasizing that they are not always disruptive or better for the environment. It is argued that business models must prioritize people and serve their needs through equitable and joyful outcomes.

Economy & Finance◦
Related topics:
Circular Economy•
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JEN VAN DER MEER - REASON STREET | PARSONS @JENVANDERMEER
HI I’M JEN
ORIGINAL TALK IDEA: ▸ Is there such a thing as a circular economy business model? ▸ How we think and conceive of business, revenue, and value creation shapes the core decisions that drive a business. ▸ When we borrow models from previous industries, we have to be wary of the hidden levers that may prohibit more equitable outcomes. ▸ Subscription, renting, 2-sided marketplace, pay-per-use, advertising and other popular business models will be compared for the potential to realize a circular economy.
THINGS CHANGED.
THINGS CHANGED.
SO LET’S REDIRECT ▸ Is there such a thing as a circular economy business model? ▸ How we think and conceive of business, revenue, and value creation shapes the core decisions that drive a business. ▸ When we borrow models from previous industries, we have to be wary of the hidden levers that may prohibit more equitable outcomes. ▸ Subscription, renting, 2-sided marketplace, pay-per-use, advertising and other popular business models will be compared for the potential to realize a circular economy.
LET’S TALK ABOUT THIS: ▸ Equitable outcomes. ▸ Ray Anderson. ▸ Circular economy. Business model myths. ▸ People-centered capitalism. ▸ Business model innovation as the strongest tool for survival and resilience
CONVERSATION WITH RAY
Ray Anderson: 1934 – 2011
“It’s not just about your company. You have to take the whole industry, your partners with you.”
“We need to provide better value to our customers, better work experiences to our employees. It can’t be about scarcity. It can’t be grim.”
- Ray Anderson “Once you become an environmentalist, you won’t quit.”
Don’t QuitDon’t Quit
MYTH 1: Circular business models are by nature disruptive
Circular business models Enabling business models
MYTH 2: Circular models are always better for the environment
REDUCE REUSE RECYCLE PAPER, WARM AIR DRYER JET DRYER? PREVENT BIN
MYTH 3: Circular business models make life better for people
Where are the people????
Where is the justice?
Where is the joy?
Business models are for people Business models are for people
KENNETH BOULDING 1966
Business model innovation in 5 hard steps Business model innovation in 5 hard steps
1. Define your vision.
1. Define your vision.
2. Include People
3. Search for the starter model that launches your vision
4. Get out of the building.
Whom do you want to serve? What problem do you see?
ALWAYS START WITH THE CUSTOMER: Customer Segments Customer Relationships Value Proposition Key ActivitiesPartners Key Resources Customer Channels RevenuesCosts Source: Strategyzer Osterwalder, Pigneur Whom are you here to serve?
ALWAYS START WITH THE CUSTOMER: Get out of the building
ALWAYS START WITH THE CUSTOMER: Customer Segments Customer Relationships Value Proposition Customer Channels Source: Strategyzer Osterwalder, Pigneur VALUE? What problem do you see?
5. Business model validation = ask for help
Ask for help GET OUT OF THE BUILDING
Customer Segments Customer Relationships Value Proposition Key ActivitiesPartners Key Resources Customer Channels RevenuesCosts Source: Strategyzer Osterwalder, Pigneur GET TO VALUE PROPOSITION FIT
TEST YOUR PROPOSITION WITH CUSTOMERS Validate with customers
Customer Segments Customer Relationships Value Proposition Key ActivitiesPartners Key Resources Customer Channels RevenuesCosts Source: Strategyzer Osterwalder, Pigneur AND THE REST OF THE BUSINESS MODEL WILL FOLLOW
Build your network
1. Define your vision 2. Add people 3. Find your starter business model 4. Get out of the building 5. Ask for help
Thank you.Thank you.
@JENVANDERMEER REASONSTREET.CO