Let it Beers!
Introduction of the business idea[modifier | modifier le wikicode]
Our service is a great way to deepen your knowledge about the world of beer, just like wine, beer has a wealth of variety, we dare you to taste them all!
Every month, we deliver a selection of worldwide craft beers directly at your place. Our beers are not only chosen for their extraordinary quality, but also paired together to give you a taste experience!
Our uniqueness is to creatively select craft beers and put them in a box!
Limits of classical business models in this area[modifier | modifier le wikicode]
Monthly delivered boxes businesses are nowadays widespread. Some websites offer a selection of products, part of a common theme, delivered according to monthly subscription chosen plan or on demand. It exists for beauty, fashion, cloth, wine, trips and a lot more. Like our original business idea (a selection of premium beers delivered in a box), those businesses have volume-based business models. More boxes are sold, more money is made. In this area, ways to differentiate from its competitors are limited. The most exploited development axis is to sell products that are not sold yet through delivered boxes. But now the market’s almost saturated speaking about new products. Actors may add services to complement the principal offer like:
- Fast delivery
- Provide a website to re-buy delivered products in a bigger quantity
But providing such additional services has a cost. Indeed, more there are, smaller becomes the margin made, especially that it’s not always possible to echo the cost of another service on the final price.
Moreover the beer itself is not always consumed responsibly and it may lead to diseases or other problems. Some associations or even the state may be opposed or regulate the sale of beer. Transforming the business model to a value based business model would avoid many aspects like differentiating from competitors and avoid problems due to selling an alcoholic beverage.
Formalization of the business model[modifier | modifier le wikicode]
In order to formalize our new business model, we use the prototyping operational tool ACMED.
Sempels and du Tertre, 2013
Value Proposition:[modifier | modifier le wikicode]
Our service offers the opportunity to deepen the knowledge and discover new tastes within the world of beers. We are committed to support small and large worldwide breweries by proposing to beer lovers the ability to taste and make a virtual tour of breweries that we had selected carefully for our consumers.
Let it beers! is a whole package that includes a sample of the craft beer of the month as well as a virtual live brewery tour. What we want is to create a real beer experience, and share with people the “art of beer”. Our beer consumer will know in detail how the beer they are drinking is created and even more, they can see where it is produced !
From the customer point of view:[modifier | modifier le wikicode]
- Discover new experience
- Discover each month a new taste experience from the worldwide beer we have selected
- Discover a new brewery each month from anywhere in the world
- Savor a beer while visiting the brewery in live (online)
- Be an expert of worldwide beers
To build the competitive advantage:[modifier | modifier le wikicode]
- New way of drinking beer
- Create a beer community, and teach how to savor a beer
- Discover brewery
Network of actors:[modifier | modifier le wikicode]
We link the final customer and taster to the direct small brewer
- Use of online platforms: website & mobile app.
- Direct or indirect customer segment: Every beer lover, barman or restaurateur willing to increase his offer, curious people, people wishing to make gifts or simply travel around the world from their couch. Segment open to anyone aged from more than 18yo in France!
- Partnerships: brewers and productors, TV shows interested in the project, web provider, and hosting company taking care of broadcast the video coverage.
Key ressources:[modifier | modifier le wikicode]
- Cardboard box, the box itself
- Beer itself (Liquid)
- Goodies, some gifts in relation with beers (Bottle openers etc...)
- Glass beer bottles, beers with specific glass, with the brand on it (ex: KWAK)
- Leaflets on beers, explanation of the origins of the beer, the brewery.
- Shipment solution (Trucks, gas) to delivered
- Warehouse for the stock
- Clients and producers community, create a data base
- Our knowledge on beers, need a large knowledge on the beers in all the world
- Capacity to innovate on tastes, be able to find new taste, never stop to focus on the detection of new beers
- Brewery owners, for the video they are able to present to the customers theirs breweries
Key activities:[modifier | modifier le wikicode]
- Packaging beers into box
- Beers of the world, beers come from everywhere in the world
- Cellar online
- Box or unique Beer (Different propositions)
- Visit of breweries virtually (Possibility to visit directly a brewery from your house)
- Sample
- Interactive video
- Daily Motion
- Delivery of the box (The box is delivered to the customers)
Positive Externalities:[modifier | modifier le wikicode]
Impact on Social environment:[modifier | modifier le wikicode]
- Socialization: make friends, meet people sharing the same passion.
- Uninhibited.
Impact on Work environment:[modifier | modifier le wikicode]
- Decrease stress
- Share learnt experience with colleagues
Impact on behavior:[modifier | modifier le wikicode]
- Increase personal culture
- Sharing knowledge.
Negative Externalities:[modifier | modifier le wikicode]
[modifier | modifier le wikicode]
- Pauperization
- Isolation
- Violence at home
- Debt
[modifier | modifier le wikicode]
- Absenteeism
- Loss of job
- Lack of productivity
[modifier | modifier le wikicode]
- Addiction
- Diseases (cirrhosis, cancer, psychotic diseases)
- Accidents
- Risk for children and pregnant women (fetus)
Justification of the sustainable added value of this business model[modifier | modifier le wikicode]
First of all, we shifted from a volume-based model to a value-based model. Then, by offering a new taste experience coupled with a new way of traveling and discover new how-to-do methods all over the world, we tend to create a real beer culture among people. Our productivity is now driven by services and offer we propose to the final customer. We truly believe in fighting against the negative externalities to settle better consumption habits and change the bad image associated with alcohol by creating the still unknown culture of beers whereas it does exist since time immemorial. Through our immaterial resources, we do not sell the product itself anymore; we are selling an amazing taste experience, a real transfer of knowledge by a far trip from home.
Driver of Productivity[modifier | modifier le wikicode]
Our drivers will be:
- Flexibility gains related to working time organization and work flexibilization with the presence of associated technology.
In fact, our company delivers products directly to the customers, so we need a working time organization and to be flexible
- Adoption gains that integrates both learning effect and the stabilization of transversal cooperation among actors.
Our company needs to needs a real organization it is quite stable, with a routine set up (repeatedly) but it must also continue to discover new taste new beers to hang other customers but also to prevent already present customers stop buying our products due to lack of proposal
- Complementing gains through the quality of the cooperation among complementary competencies belonging to different organization
We create partnership with the owners of breweries, brands but also company delivery. There is here a need to be complementary between all these organizations to ensure an excellent service.
- Integration gains (essentially immaterial) through the integration of products and services into integrated solution
We create a new service. In fact, our first product to sell beer is the goal we integrate interactive video year to visit breweries to learn about it. We integrate our product in the desire to create a true culture of beer as wine can be
Specification of the revenue model[modifier | modifier le wikicode]
Structure of costs:
*Fixed cost: Let it Beer team, warehouse renting, advertising on several channels, website creation and hosting, mobile app development, packaging distribution and elaboration, devices to capture video etc.
*Variable costs: travel expenditures, shipping costs, various charges overheads.
Structure and stream of revenues
We earn money on the selling of each online visit we offer to the customer
The clients will have the ability to buy beers packages directly online and we will make a margin.
Thanks to our database, we might sell part of it to interested stakeholders like supermarkets, people working in the field of beers.
