Client Stories
How we helped a global B2B workwear company to assess the potential of a new product-as-a-service (PaaS) business model
Our client:
A global workwear manufacturing company, located in the Netherlands.
Our interdisciplinary team:
- Managing Director from The House of Marketing
- Consulting Manager from The House of Marketing
- Senior consultant from The House of Marketing
- Consultant from BrightWolves
Duration of the project:
Our consultants worked on the project for 2,5 months.
CHALLENGE
Active in a price- and feature-driven market, our client wanted to maintain their premium position while gaining more customers. Their aim was to explore the strategic option of a new business model: product-as-a-service.
The Global Marketing Director called upon The House of Marketing NL to:
- Assess and develop a new value proposition
- Create business scenarios
- Map the operational impact
APPROACH
The team applied the Business Design Thinking methodology to co-create a possible new business model.
The aim was to find the optimum of viability, desirability and feasibility.
- Desirability
The team conducted multiple interviews with different internal stakeholders to assess needs, and evaluate potential value propositions. Based on those insights, they organized several workshops to co-create different value propositions (‘service propositions’). Our value proposition canvas guided the workshops with internal stakeholders. The team detailed 3 as-a-service propositions that were validated by the executive team.
- Viability
The team developed a business case for every service proposition, including key recommendations on how to improve each business case.
- Feasibility
The team developed a high-level operational plan to provide guidance on the preparatory steps needed for each of the service propositions, as well as the implementation steps required once a specific service is sold.
- Final recommendations
At the end of the project, the team presented the outcome, go-to-market approach as well as recommendations to improve the clients own innovation processes.
RESULTS
By the end of the project, our consultants had reached the following results:
- They delivered 3 concrete service propositions based on customer insights and co-creation.
- They translated the 3 propositions into detailed business models, each built on an extensive business case.
- They designed an operational plan to implement each of the 3 new service propositions, as a step by step guide for a first proof-of-concept.