Upload
jeffrey-funk-business-models
View
656
Download
0
Embed Size (px)
Citation preview
Business Model For Expliseat
Amine MasnaouiMatthieu SoudanJoni SalmelaZacharie Chebance
Worlds lightest certified aircraft seat
Agenda
1. Company Profile
2. Aviation Market
3. Value Proposition
4. Customer Selection
5. Scope of Activities
6. Method of Value Capture
7. Strategic Control
8. New Business Model Proposal
01/12/2015 MT4002 Technology Management Strategy 2
01/12/2015 MT4002 Technology Management Strategy 3
French company
Based in Paris
25 employees
Founded in 2011
Aviation & Aerospace
15 patents
The Titanium Seat
Lighter
4 kg per seat (per passanger)
Longer-lasting
1000 x longer lasting than aluminium
Innovative design
Only 30 components used
Thinner
Additional 5 cm between the seats
01/12/2015 MT4002 Technology Management Strategy 4
• Titanium
• Carbon fiber reinforced
composites
• Textile/Leather
Pros and cons
• One structure for three seats
Lightness vs Long overhaul
• Less bindings on the ground
Easy dismantlement vs Less stiffness
• Constant inclination of 18°
Constant space vs No tilting
for legs
01/12/2015 MT4002 Technology Management Strategy 5
Expliseat: Materials
Titanium Carbon Fiber
01/12/2015 MT4002 Technology Management Strategy 6
• High strength-to-weight ratio
• High crack resistance
• High stiffness and tensile strength
• Low weight
• High temperature tolerance
• Low thermal expansion
• Combined with plastic resins
High strength-to-weight ratio
Agenda
1. Company Profile
2. Aviation Market
3. Value Proposition
4. Customer Selection
5. Scope of Activities
6. Method of Value Capture
7. Strategic Control
8. New Business Model Proposal
01/12/2015 MT4002 Technology Management Strategy 7
Commercial Aviation Cabin Interior Market
Growing market (2010-2020)
Market Drivers
• Growing demand for air transport
Growing number of commercial aircrafts
• High fuel costs & environmental
regulations
Demand for lighter cabin interiors
01/12/2015 MT4002 Technology Management Strategy 8Global Commercial Aviation Cabin Interiors Market Assessment, Frost & Sullivan 2012
Seats47%
Main Cabin19%
Galleys11%
Lavatories10%
Lighting13%
Seats
Main Cabin
Galleys
Lavatories
Lighting
0
2000
4000
6000
8000
10000
12000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
0
2
4
6
8
10
12
14
16
18
Re
ven
ue
($ M
illio
n)
Year
Gro
wth
Rat
e (
%)
Revenue Growth rate
CAGR = 8,7 %
0
1000
2000
3000
4000
5000
6000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
0
2
4
6
8
10
12
14
16
18
Re
ven
ue
($
Mill
ion
)
Year
Gro
wth
Rat
e (
%)
Seats Revenue Growth rate
CAGR = 9,5 %
0
500
1000
1500
2000
2500
3000
19
84
19
86
19
88
19
90
19
92
19
94
19
96
19
98
20
00
20
02
20
04
20
06
20
08
20
10
20
12
20
14
Nu
mb
er
of
Ord
ers
Single-aisle Aircraft Orders (1984-2014)
B737
A320 Family
Total
Aviation Market
01/12/2015 MT4002 Technology Management Strategy 9
http://www.boeing.com/commercial/#/orders-deliveries (Boeing), Airbus Orders and Deliveries
Agenda
1. Company Profile
2. Aviation Market
3. Value Proposition
4. Customer Selection
5. Scope of Activities
6. Method of Value Capture
7. Strategic Control
8. New Business Model Proposal
01/12/2015 MT4002 Technology Management Strategy 10
Value Proposition
01/12/2015 MT4002 Technology Management Strategy 11
What Expliseat offers and how they differentiate ?•
Regular seat
Expliseat
11 kg
4 kg
500 parts
30 parts
01/12/2015 MT4002 Technology Management Strategy 12
Save 5% in fuel consumption
EasyJet would save 100M$/year
= 2% of the turnover
+ More space for passengers (better service), or more seats in a plane
(more revenues)
Case study - EasyJet short-haul flight
Regular flight : London Prague
Time: 1h55
Distance: 638 miles
Plane: A320
Configuration: 183 economy class seats
(15kg)
Data:
11h flights a day
Fuel price: 1.000$/mt
Agenda
1. Company Profile
2. Aviation Market
3. Value Proposition
4. Customer Selection
5. Scope of Activities
6. Method of Value Capture
7. New Business Model Proposal
01/12/2015 MT4002 Technology Management Strategy 13
Market Segmentation
01/12/2015 MT4002 Technology Management Strategy 14
● Long Haul ● First Class ● Asia ● A380
● Medium Haul ● Business Class ● Middle East ● A320
● Short Haul ● Economy ● America ● B737
● Low cost ● Africa ● ATR
● Europe
One goal: Leader of the Economy class
A320 B737 ATR
Air Mediterrannée 2014
4 A320, 174 seats
Flights in December 2014
Air Tahiti June 2015
Agenda
1. Company Profile
2. Aviation Market
3. Value Proposition
4. Customer Selection
5. Scope of Activities
6. Method of Value Capture
7. Strategic Control
8. New Business Model Proposal
01/12/2015 MT4002 Technology Management Strategy 15
Scope of activities
Airlines’ need: Reduce energy costs
01/12/2015 MT4002 Technology Management Strategy 16
Expliseat’s answer
Issuing patents4kg titanium seat
How ?
Outsourcing
manufacturing,
logistics and
assembling
Value Chain - vertical disintegration
Information will be provided soon
01/12/2015 MT4002 Technology Management Strategy 17
Agenda
1. Company Profile
2. Aviation Market
3. Value Proposition
4. Customer Selection
5. Scope of Activities
6. Method of Value Capture
7. Strategic Control
8. New Business Model Proposal
01/12/2015 MT4002 Technology Management Strategy 18
Method of Value Capture
01/12/2015 MT4002 Technology Management Strategy 19
Airline pays
Non-recurring charges
Recurring charges
Design & Engineering
Tooling
Prototyping
Seat covers
Foot panels
Overhaul charges
(after warranty period)
Seat legs (10 years)
Seat back frames (5 years)
Fixings (3 years)
Agenda
1. Company Profile
2. Aviation Market
3. Value Proposition
4. Customer Selection
5. Scope of Activities
6. Method of Value Capture
7. Strategic Control
8. New Business Model Proposal
01/12/2015 MT4002 Technology Management Strategy 20
Strategic Control
• Expliseat is holding 15
patents for its Titanium Seats
• Aircraft seats must satisfy
particular aviation standards
Not easy to make cheap
replicates and enter the market
Cases of Airbus and Zodiac
• Expliseat has EASA
certification for its seat
01/12/2015 MT4002 Technology Management Strategy 21
Agenda
1. Company Profile
2. Aviation Market
3. Value Proposition
4. Customer Selection
5. Scope of Activities
6. Method of Value Capture
7. Strategic Control
8. New Business Model Proposal
01/12/2015 MT4002 Technology Management Strategy 22
New Business Model Opportunities
• Shift to services– Revenue model based on savings in fuel
consumption
• Knowledge applicable in other industries as well– Automotive
– Military aviation
• More personalized seats– Size
– Reclining seats
01/12/2015 MT4002 Technology Management Strategy 23
Future of Expliseat
01/12/2015 MT4002 Technology Management Strategy 24
Thank You!
Q&A
01/12/2015 MT4002 Technology Management Strategy 25