Business model

&
circular economy
What is circular economy?
 « The circular economy is a continuous
positive development cycle that
preserves and enhances natural capital,
optimises resource yields, and minimises
system risks. »
Ellen MacArthur Foundation
Circular economy in one scheme

MAKE
PUT TOGETHER
PIECES

RECYCLING

PUT TOGETHER
PRODUCTS

RAW MATERIALS

REMAKE
PRODUCT
SELL
&
DELIVER

REPAIR

USE

REUSE Wiithaa
What is a business model?
 « A business model define the ways an
organisation creates, delivers and captures
value. »
Alexander Osterwalder & Yves Pigneur authors & entrepreneurs,
Business Model Canvas creators
To develop and improve a business model, there is a tool
La valeur est
which permits to define the value proposition
meeting to the needs of one specific market
La valeur est
and to identify the ressources we need to build it.
The Business Model Canvas…
is a powerful tool…

Understand
Analyze

Test Synthesize

Improve
Transform
Evaluate
but limited.

This is not a pipe.

Nowadays, the value proposition rests on finite resources and
one unique revenue stream.

Finite virgin Revenue stream For one use,

resources based on property that is not optimized
 The building industry example
L’exemple de la filière bâtiment
Main value proposition :
new building

Built thanks to sea sand Sold to public and private For a lifetime lower than 50
extraction… actors… years…

…even when the stock may …even when the industry is

…even when the occupancy
disappear in the next 20 producing 70% of the total
rate is not optimum.
years. waste in France.
The wastes that are generated during the extraction,
manufacturing, use and end of life are not taken into account
and represent a real value loss.
What do we mean by value ?

« A business model define the ways

an organisation creates,
delivers and captures value. »
 What do we mean by value ?

Which actors?
Which flows?

Which impacts?

Which terms?
The example of Recy’go

PAPERS

Service of collect and

recycling of papers
 More than creating an economic value…

In 2011, La Poste, the french

postal service, acquires New
Attitude, a social entreprise of
professional integration, to
launch the office paper
collection and recycling
service : Recy’go.
By optimizing the existing
flows by refilling the trucks on
the return journey, and by
reselling the collected papers
to the papermakers, Recy'go,
achieved in 2015 a turnover of
10 million euros.

TURNOVER OF10 MILLIONS EUROS IN 2015

 why do not we create a social value…

From 2011 to 2015, more than

30 employees have been
working on sorting the
papers, depending on the
manufacturers’ needs.


The offer enriches the postal
profession as the postman
becomes a multiservice
provider, answering better to
the current needs of the
customers.

PROFESSIONAL INTEGRATION OF MORE THAN 30 EMPLOYEES


 and environmental…

The offer offered by Nouvelle

Attitude and La Poste increases
the valorisation of waste paper
because this diffuse waste stream
can now be better recovered and
recycled.

Finally, by filling the empty trucks

on the return journey with the
recovered papers, this solution
enable la Poste to optimize the
energy consumed for each
journey.

1 METRIC TON OF COLLECTED PAPER = 825 KILOGRAMS OF NEW

PAPER
BEING, 10 TREES PROTECTED
to share the benefits…

By bringing together many actors

through local interactions, this
cooperation has created new economic
activities at several levels. The value
resulting from the collection and
recycling of paper is shared between La
Poste, the employees and the french
€ €
papermakers. €
Indeed, the manufacturers benefit from
a fixed price for paper, which is cheaper
€
than the market value, what enable
them to guarantee their activity and
create an additional revenue stream for
La Poste.

SHARING BENEFITS WITHIN THE WHOLE FRENCH TERRITORY

 at every stage of the lifecycle ?
EXTRACTION OF
CELLULOSE FIBRES

MAKE THE PAPER PAPERMAKERS

RECYCLING
CUT THE TREES THE PAPER

DISTRIBUTE THE
NOUVELLE ATTITUDE OR PAPER
SOCIAL COMPANIES

USE THE PAPER

REUSE THE PAPER

COMPANIES
How to make
this happen ?
To create a global and shared value,
we have to change our way of thinking

« Problems cannot be solved with the

same mind set that created them.» 
Albert Einstein
Go out of the linear mindset, to think circular.

Linear Circular

Simple Complex

Predictive Adaptive

Competition Cooperation
« The design stage determines 80 %
of a product's environmental
impact. »
European Comission : Ecodesign your future
Not only design products and services,
but above all business models.
Create an hollistic offer thanks to a systemic approach.
Anticipate and integrate the change,
thanks to long-terme thinking
Involve the stakeholders and enhance cooperation.
 Thanks to adapted and dynamic tools.

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design + circular economy
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 This work is licensed under the terms of the License Cretaive Commons Attribution
design + circular economy
Noncommercial-Share in Same Conditions 4.0 International.
Start from the « raison d’être », the guide of every organization.
 toDesign
develop the
tool
business
for Circular
model. business models

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design + circular economy
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Identify the human resources, skills and expertise necessary
 atDesign
every stage
tool
in the
forproduct
Circular
life cycle.
Distinguish between the different resources necessary
business models

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design + circular economy
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 create
Designvaluetool
and the
forcontext.

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design + circular economy
Noncommercial-Share in Same Conditions 4.0 International.
Circular business models
Represent the user experience, the customers for whom we
 and
Design
comprehend
tool for
the end
Circular

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design + circular economy
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of life asbusiness
Brainstorm about the best way to distribute it,
an opportunity.
models
 negative
Designonetool
or transform
for Circular
them into
business

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design + circular economy
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positive one.
models
Take into consideration externalities in order to reduce the
 at
Design
each stage
tool
of the
forbusiness
Circular
Understand the economical flows,
model.
business

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models
In order to :

‣ Design business models that renew the

economy and ecosystems.

‣ Stop doing less wrong, but do it right.

‣ Integrate truly the CSR, as a driver for value

creation.
Let’s play…

Ask for a demo

Let’s play…

Download the tools

Ensemble,
activons
l’économie
circulaire