Basic model of our Circular Economy Academy initiative. Connecting systems thinking, economical perspectives and practical business. Also attention for capacity-building. We cab perform this in-company: djj@opai.eu

1. Circular Economy
Academy
Design for Circular Thinking

2. Who we are
(L-R) Dr Clare Hussey, Douwe Jan Joustra, Dr Emma Jefferies, Simone Veldema, Louise Taylor
Originality / Design thinking approach / Storytelling / Economics /
Research and industry experience / International backgrounds / Policy
knowledge / Business startups / Creative approaches / and Fun!

3. International partners
DesignThinkers Network & Group (Netherlands)
OPAi (Netherlands)
Design Doctor (UK)
Idiom Design and Consulting (India)
Voël Design (Brazil)
based on the work of the Ellen MacArthur Foundation
we acknowledge their work and see our work as being
supportive to the broad implementation that the Circular
Economy needs.

4. Importance of innovation
Ownership of change is key
Product / service orientated change
New models of responsibility
Considered use of energy and raw materials
Create communities of best practice

5. Current system Linear economy

6. Biological
Circular Economy
Technical
Circular Economy

7. Materials
Cycle
Performance /
Service Cycle
Reverse Logistics
Directly or Collective
(Performance)
Contract
Product
Usage
End of Life /
End of
Usage
(Raw) Materials
Production
Future system Circular economy

8. Why a Circular Economy
Academy?
Design for Circular Thinking
To share knowledge and establish best practices
that enable companies and organizations to
instigate circular thinking

9. Why a Circular Economy
Academy?
The circular economy could reap large
savings. European manufacturing alone
could net
£220 billion by 2025
Ellen MacArthur Foundation, 2012

10. Circular Economy Academy
provides:
• Innovation
• Product design
• Service design
• ‘Closing the loop’
• Training facilitators
Also available is the Circular Economy
Toolkit (soon)

11. Circular Economy courses
• Presentations / Inspirational talks (2 hours)
Covering theory and best practice
• Masterclass (half / full day)
Includes presentations and interactive sessions
• Workshop (3 days)
Exercises to outline the theory behind Circular Thinking, including
informative presentations; insight into international approaches;
generating first phase outputs (based on simple U-proces)

12. Circular Economy courses
• Academy (4 – 10 days)
Intensive sessions including: basic economic principles of Circular
Economy; areas to achieve added value; business model thinking;
co-creation and redesign; how Circular Economy can improve
profits; implementation strategy (based on principles U-proces)
• Toolkit
We have developed a series of playful sessions to inform in the
areas of: innovation; service design; design practice; ‘Closing the
Loop’; Circular Economy; and Business Model innovation

13. 13
Part one
•Introduction life's principles
•ecology, thermodynamics, biomimicry
•Circular economy principles
•Systems thinking
•Reflection on existing paradigms

14. 14
Part two
the circles
• Power of the inner circle
• Power of circling longer
• Power of cascaded use
• Power of pure input and design
• Analyzing the actual situation

15. 15
Part three
Find the essentials
•Co-sensing by visiting 'outside'
• Efficiency vs Effectiveness
• Resilience and the value of diversity
• Systems thinking as a key driver

16. 16
Part four
Source of inspiration
• Schools of Thought and Innovation
• Performance economy
• Cradle to Cradle
• (Industrial) ecology
• Biomimicry
•Principles of 'design for disassembly'

17. 17
Part five
Create the new
•Product analysis
•Making prototypes of the new
•Product based on C2C
•Business models, the basics

18. 18
Part six
Business models
•Identify product -service combinations
•Working with business development canvas

19. 19
Part seven
Embody the new
•Co-define the new paradigms for own business
•Embody the new in-company
•Identify oncoming actions (implementation strategy)

20. Toolkit Service Innovation Canvas

21. Toolkit How we like to work (e.g. visual mapping)

22. Toolkit Areas we cover
Context Mapping / Stakeholder Mapping /
Value Network Mapping / Customer Journey
Mapping / Customer Insights Mapping /
Value Proposition Building / Business Model
Generation / Blueprinting / Service Safari /
Prototyping / Storytelling / Visualizing
Benchmarking / Culture Scan /
Incentive Scan etc…

23. Where is the value in the
Circular Economy Academy?
Education and knowledge transfer background
Sustainability expertise
International network
Proven track record in academia and business
Innovative approach

24. Costing model
In house / between companies
Pay-per-user

25. When are you
getting on board?
Because we’re
ready to set sail!

26. Circular Economy
Academy
Design for Circular Thinking
Any questions?