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BUSINESS THROUGH CIRCULAR DESIGN
CIRCOTODAYS PROGRAM
9:00 - 9:30
9:30 - 10:00
10:00 - 10:30
10:30 - 10:45
10:45 - 11:15
11:15 - 12:25
12:25 - 13:10
13:10 - 13:40
13:40 - 14:10
14:10 - 15:10
15:10 - 15:25
15:25 - 15:40
15:40 - 16:25
16:25 - 17:05
17:05 - 17:35
Intro
Inspiration speach by Douwe-Jan Joustra
Discussion
Break
Presentation: Designers as change agents
Map current situation
Lunch
Presentation: Circular business and design
The Matching Game
Re-design Part 1
Mini Discussion
Break
Re-design Part 2
Ambition Statement
Presentations
BUSINESS THROUGH CIRCULAR DESIGN
CIRCOLINEAR VALUE CREATION
PARTSMANUFACTURER
PRODUCTMANUFACTURER
BRAND/COMPANY
USERMINING/MATERIAL MANUFACTURING
LABOURENERGYMATERIALS
VA
LUE
CREA
TIO
N
BUSINESS THROUGH CIRCULAR DESIGN
CIRCOLINEAR VALUE CREATION
PARTSMANUFACTURER
PRODUCTMANUFACTURER
BRAND/COMPANY
USER LANDFILL/INCINERATOR
MINING/MATERIAL MANUFACTURING
VALUE DESTUCTIONLABOURENERGYMATERIALS
VA
LUE
CREA
TIO
N
BUSINESS THROUGH CIRCULAR DESIGN
CIRCOTHE CIRCULAR SYSTEM
VALU
E CR
EATION
VALU
E PRESERVATION
LONGER USE
PRODUCT RE-USE
PRODUCT PARTS RE-USE
USER
RECOVERY
RECYCLINGFACILITY
PARTSMANUFACTURER
PRODUCTMANUFACTURER
MATERIAL
BRAND/COMPANY
EFFICIENT USE
Why are designers the ones to spearhead this movement?
Designers change habits and behavior. They create accessibility. They look to
nature for inspiration. And they’re optimists.
– Valerie Casey
“ “
USER NEED USER NEED
BUSINESS MODEL
BUSINESS MODEL
DESIGNMATERIAL
CONSTRUCTIONPRODUCTION
DESIGNMATERIAL
CONSTRUCTIONPRODUCTION
LINEAR ECONOMY CIRCULAR ECONOMY
BUSINESS THROUGH CIRCULAR DESIGN
CIRCOTHE INNOVATION PROCESS
BUSINESS THROUGH CIRCULAR DESIGN
CIRCOTHE INNOVATION PROCESS
INNOVATION PROCESS (TIME)
CH
ARA
CTE
RIST
ICS
FUZZY FRONT END (FFE)
INFLUENCE COST O
F CHANGES
INFORMATIO
N
AN EARLY INTRODUCTION OF CIRCULAR THINKINGINCREASES THE CIRCULARITY OF THE OUTCOME.
EARLY IMPROVEMENT IN PROBLEM DEFINITION AND LONG TERM RELATIONSHIP AFFECTS STRATEGIC DECISION MAKING OF CLIENT.
BUSINESS THROUGH CIRCULAR DESIGN
CIRCOBUSINESS THROUGH
CIRCULAR DESIGN
CIRCODesign will play a key role in the
transition to a circular economy. We need to educate and inspire the design industry
to take up this challenge.- Sophie Thomas, The Great Recovery
Designers must be bolder and broader. New generations of system thinkers are
needed.- The Great Recovery Report
Designers are excellent problem solvers, but we’re giving them the wrong problems
to solve.- Mark Shayler, Author of ‘Do Disrupt: Change the status quo or become it’
STAKEHOLDER MAPPING
RE-DESIGN FOR BUSINESS MODELS
RE-DESIGN FOR DESIGN STRATEGIES
VALUEPROPOSITION
AMBITIONSTATEMENT
&VISION
MINI CIRCLE SCAN
CU
RR
ENT
STA
TECIR
CU
LAR
VIS
ION
BUSINESS THROUGH CIRCULAR DESIGN
CIRCOTODAYS CREATIVE MENU
COMPETITORS
MATERIAL
ENERGY
CUSTOMER NEED CUSTOMER RELATIONSHIP/TOUCH POINTS
USE OF PRODUCT
WASTE
RECAPTURED MATERIAL
WASTE/RECYCLING COSTS
TARGET GROUP
PRODUCT/S
DISTRIBUTION
LABOUR
FINANCES
UPCOMING RISKS / BARRIERSINNOVATION / TRENDS
MINI CIRCLE SCAN
Boxspringbed Inc.BUSINESS THROUGH
CIRCULAR DESIGN
CIRCOTHE MINI CIRCLE SCAN
COMPETITORS
MATERIAL
ENERGY
CUSTOMER NEED CUSTOMER RELATIONSHIP/TOUCH POINTS
USE OF PRODUCT
WASTE
RECAPTURED MATERIAL
WASTE/RECYCLING COSTS
TARGET GROUP
PRODUCT/S
DISTRIBUTION
LABOUR
FINANCES
UPCOMING RISKS / BARRIERSINNOVATION / TRENDS
MINI CIRCLE SCAN
textiles > C2Csteel (recycling steel?)foam (glued)packaging
gastransport (fuel)
steel,human resources
Boxspringbed Inc.
most expensive
154 in factory55 selling20 administration
INPUT
• What is your product composed of? Think about the materials used in your product(s)
• Where are your materials sourced from? Are there any risks or concerns associated with specific materials or processing techniques used in production of your products? (e.g. supply risks, ethical concerns, toxicity, high environmental impact in production technique)
• What other inputs are needed in the production of your product? Water/Ecological/Biodiversity impact (ie negative effect on surrounding factory environment, etc); People
• Are there risks associated with these resources? What type of energy? What are the material/energy/labour input for your product?
• How is your product distributed (logistics)? Which type of energy?
BUSINESS THROUGH CIRCULAR DESIGN
CIRCO
COMPETITORS
MATERIAL
ENERGY
CUSTOMER NEED CUSTOMER RELATIONSHIP/TOUCH POINTS
USE OF PRODUCT
WASTE
RECAPTURED MATERIAL
WASTE/RECYCLING COSTS
TARGET GROUP
PRODUCT/S
DISTRIBUTION
LABOUR
FINANCES
UPCOMING RISKS / BARRIERSINNOVATION / TRENDS
MINI CIRCLE SCAN
textiles > C2Csteel (recycling steel?)foam (glued)packaging
all parts except for the mattress
dispose of mattress> 30€
gastransport (fuel)
steel,human resources
Boxspringbed Inc.
most expensive
154 in factory55 selling20 administration
steel scrap>recycling
mattresses >take back
OUTPUT
• What happens to your products at the end of life?
• What post-production waste exists in the creation of your product? (e.g. surplus of energy because of a production process)
• How do you currently dispose your waste? (Is it burned, recycled, etc.).
• Is there anything that could be of value in what you now see as waste?
• Are there return logistics for your product?
• What do you (or other organizations) do with the returned products?
• What is the material and energy leakage? Consider the whole system.
BUSINESS THROUGH CIRCULAR DESIGN
CIRCO
COMPETITORS
MATERIAL
ENERGY
CUSTOMER NEED CUSTOMER RELATIONSHIP/TOUCH POINTS
USE OF PRODUCT
WASTE
RECAPTURED MATERIAL
WASTE/RECYCLING COSTS
TARGET GROUP
PRODUCT/S
DISTRIBUTION
LABOUR
FINANCES
UPCOMING RISKS / BARRIERSINNOVATION / TRENDS
MINI CIRCLE SCAN
textiles > C2Csteel (recycling steel?)foam (glued)packaging
all parts except for the mattress
dispose of mattress> 30€
gastransport (fuel)
steel,human resources
bedframemattressadditionals (pillows, duvet, ..)
ergonomicly fitted sleeping arrangement
everyone,hotel guests
dailyat home/hotels
change winter/ summersettings
assessment of sleeping habit
delivery of bed
take back of old mattress
online shop
brand shop
dealer
Boxspringbed Inc.
most expensive
154 in factory55 selling20 administration
steel scrap>recycling
mattresses >take back
• How and where are your product(s) distributed?
• How is your relationship with you customers? Think of touch points, brand perception, etc.
• What solution(s) are you offering your users/customers? What is your core value propostion?
• What is the length and frequency of your customers’ need?• What are your customers’ needs?• Where and how do your users use the product(s)?
USE
& V
ALU
EBUSINESS THROUGH
CIRCULAR DESIGN
CIRCO
COMPETITORS
MATERIAL
ENERGY
CUSTOMER NEED CUSTOMER RELATIONSHIP/TOUCH POINTS
USE OF PRODUCT
WASTE
RECAPTURED MATERIAL
WASTE/RECYCLING COSTS
TARGET GROUP
PRODUCT/S
DISTRIBUTION
LABOUR
FINANCES
UPCOMING RISKS / BARRIERSINNOVATION / TRENDS
MINI CIRCLE SCAN
textiles > C2Csteel (recycling steel?)foam (glued)packaging
all parts except for the mattress
dispose of mattress> 30€
gastransport (fuel)
steel,human resources
bedframemattressadditionals (pillows, duvet, ..)
ergonomicly fitted sleeping arrangement
customers move more often > modular bed?increased sustainability interestindividual mattress fitting
IKEA, Clouds sleeping, Auping, ...
increased taxes for unrecyclable material,steel shortage (higher price)
dailyat home/hotels
change winter/ summersettings
assessment of sleeping habit
delivery of bed
take back of old mattress
online shop
brand shop
dealer
Boxspringbed Inc.
most expensive
154 in factory55 selling20 administration
steel scrap>recycling
mattresses >take back
OV
ERA
LLSY
STEM
• What are innovation and technological trends that are relevant for your product?
• What are social/economic trends?• What are potential risks you face in the coming years?• What are the limiting factors (barriers) to going circular because of
your current state of business?• Are there any legal issues?• Do you have binding contracts with suppliers/parters?• Who are your competitors?
BUSINESS THROUGH CIRCULAR DESIGN
CIRCO
COMPETITORS
MATERIAL
ENERGY
CUSTOMER NEED CUSTOMER RELATIONSHIP/TOUCH POINTS
USE OF PRODUCT
WASTE
RECAPTURED MATERIAL
WASTE/RECYCLING COSTS
TARGET GROUP
PRODUCT/S
DISTRIBUTION
LABOUR
FINANCES
UPCOMING RISKS / BARRIERSINNOVATION / TRENDS
MINI CIRCLE SCAN
textiles > C2Csteel (recycling steel?)foam (glued)packaging
all parts except for the mattress
dispose of mattress> 30€
gastransport (fuel)
steel,human resources
bedframemattressadditionals (pillows, duvet, ..)
ergonomicly fitted sleeping arrangement
customers move more often > modular bed?increased sustainability interestindividual mattress fitting
IKEA, Clouds sleeping, Auping, ...
increased taxes for unrecyclable material,steel shortage (higher price)
dailyat home/hotels
change winter/ summersettings
assessment of sleeping habit
delivery of bed
take back of old mattress
online shop
brand shop
dealer
Boxspringbed Inc.
most expensive
154 in factory55 selling20 administration
steel scrap>recycling
mattresses >take back
everyone,hotel guests
BUSINESS THROUGH CIRCULAR DESIGN
CIRCO
• What is your product composed of? Think about the materials used in your product(s)
• Where are your materials sourced from? Are there any risks or concerns associated with specific materials or processing techniques used in production of your products? (e.g. supply risks, ethical concerns, toxicity, high environmental impact in production technique)
• What other inputs are needed in the production of your product? Water/Ecological/Biodiversity impact (ie negative effect on surrounding factory environment, etc); People
• Are there risks associated with these resources? What type of energy? What are the material/energy/labour input for your product?
• How is your product distributed (logistics)? Which type of energy?
• What happens to your products at the end of life?
• What post-production waste exists in the creation of your product? (e.g. surplus of energy because of a production process)
• How do you currently dispose your waste? (Is it burned, recycled, etc.).
• Is there anything that could be of value in what you now see as waste?
• Are there return logistics for your product?
• What do you (or other organizations) do with the returned products?
• What is the material and energy leakage? Consider the whole system.
• How and where are your product(s) distributed?
• Where and how do your users use the product(s)?
• What is the length and frequency of your customers’ need?
• What solution(s) are you offering your users/customers? What is your core value propostion?
• How is your relationship with you customers?
Think of touch points, brand perception, etc.
USE
& V
ALU
EO
VER
ALL
SY
STEM
OU
TPU
TIN
PU
T
• What are innovation and technological trends that are relevant for your product?
• What are social/economic trends?
• What are potential risks you face in the coming years?
• What are the limiting factors (barriers) to going circular because of your current state of business?
• Are there any legal issues?
• Do you have binding contracts with suppliers/parters?
• Who are your competitors?
THE MINI CIRCLE SCAN
COMPETITORS
MATERIAL
ENERGY
CUSTOMER NEED CUSTOMER RELATIONSHIP/TOUCH POINTS
USE OF PRODUCT
WASTE
RECAPTURED MATERIAL
WASTE/RECYCLING COSTS
TARGET GROUP
PRODUCT/S
DISTRIBUTION
LABOUR
FINANCES
UPCOMING RISKS / BARRIERSINNOVATION / TRENDS
MINI CIRCLE SCAN
textiles > C2Csteel (recycling steel?)foam (glued)packaging
all parts except for the mattress
dispose of mattress> 30€
gastransport (fuel)
steel,human resources
bedframemattressadditionals (pillows, duvet, ..)
ergonomicly fitted sleeping arrangement
customers move more often > modular bed?increased sustainability interestindividual mattress fitting
IKEA, Clouds sleeping, Auping, ...
increased taxes for unrecyclable material,steel shortage (higher price)
dailyat home/hotels
change winter/ summersettings
assessment of sleeping habit
delivery of bed
take back of old mattress
online shop
brand shop
dealer
Boxspringbed Inc.
most expensive
154 in factory55 selling20 administration
steel scrap>recycling
mattresses >take back
everyone,hotel guests
indirectdirect
GOVERNMENT
ASSOCIATIONS
COMMUNITIES
PRODUCERS
COMPETITORS
OTHER ORGANIZATIONS
DEALERS/RETAIL
CLIENT
COLLEAGUES
SUPPLIERS
USERS
POSSIBLE STAKEHOLDERS
STAKEHOLDER MAPPING
• List all relevant stakeholders on the map.
• Are you in direct or indirect contact with these stakeholders?
• Use the suggestions in the box to make sure to capture them all.
BUSINESS THROUGH CIRCULAR DESIGN
CIRCOSTAKEHOLDER MAPPING
COMPETITORS
MATERIAL
ENERGY
CUSTOMER NEED CUSTOMER RELATIONSHIP/TOUCH POINTS
USE OF PRODUCT
WASTE
RECAPTURED MATERIAL
WASTE/RECYCLING COSTS
TARGET GROUP
PRODUCT/S
DISTRIBUTION
LABOUR
FINANCES
UPCOMING RISKS / BARRIERSINNOVATION / TRENDS
MINI CIRCLE SCAN
textiles > C2Csteel (recycling steel?)foam (glued)packaging
all parts except for the mattress
dispose of mattress> 30€
gastransport (fuel)
steel,human resources
bedframemattressadditionals (pillows, duvet, ..)
ergonomicly fitted sleeping arrangement
customers move more often > modular bed?increased sustainability interestindividual mattress fitting
IKEA, Clouds sleeping, Auping, ...
increased taxes for unrecyclable material,steel shortage (higher price)
dailyat home/hotels
change winter/ summersettings
assessment of sleeping habit
delivery of bed
take back of old mattress
online shop
brand shop
dealer
Boxspringbed Inc.
most expensive
154 in factory55 selling20 administration
steel scrap>recycling
mattresses >take back
everyone,hotel guests
indirectdirect
GOVERNMENT
ASSOCIATIONS
COMMUNITIES
PRODUCERS
COMPETITORS
OTHER ORGANIZATIONS
DEALERS/RETAIL
CLIENT
COLLEAGUES
SUPPLIERS
USERS
POSSIBLE STAKEHOLDERS
STAKEHOLDER MAPPING
VALUE PROPOSITION
For (target customer)
who (statement of need or opportunity)
our (product/service name)
is (product category)
that (statement of benefit).caters individual ergonomical sleeping needs
BUSINESS THROUGH CIRCULAR DESIGN
CIRCOVALUE PROPOSTION
everyone
a sleeping arrangement
boxspringbed
wants to start the day energized
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