Case Study 2 Blue Ocean for Good STGY 681 Introduction In an era where bike industry is substantial exaggerated and highly competitive, being able to focus on specific consumer segments such as fitness enthusiasts and daily commuters, possess a great opportunity to explore untapped industry. Being able to leverage blue ocean strategy and design thinking principles, because the aims to evaluate this niche in the bike industry that not only serves an entire population but also contributes substantially to the society well-being. The target segment for this study is the elderly population, a group which is usually neglected in the context of outdoor physical activities such as biking. Identifying the Unserved Consumers The elderly, characterized by varying degrees of mobility and health concerns, are an ideal segment that the bike industry has traditionally overlooked. Unlike conventional consumers, their needs revolve around safety, ease of use, and comfort rather than speed or aesthetics. To thoroughly understand their requirements and challenges, empathetic approaches such as interviews and observations are crucial. This process, guided by the principles laid out in the Design Project Scoping Guide, will allow for a deep understanding of their lifestyle, apprehensions, and aspirations associated with outdoor activities like biking. Application of the Blue Ocean Strategy 1. Reduce: Traditional bikes often come with complexities that are not elder-friendly. Simplifying the design, reducing the weight, and minimizing the physical effort needed for operation are critical. This implies a design that is less intimidating and more approachable for someone with limited physical strength or dexterity. 2. Create: Features like electric assist can be a game changer, providing the necessary boost for longer rides with less fatigue. Ergonomic designs, such as comfortable seating and easy-to-reach handles, can make biking more enjoyable for elders. Additionally, incorporating GPS and safety features like automatic alerts in emergencies can cater to the specific needs of this group. 3. Raise: Safety is paramount when it comes to products designed for the elderly. Incorporating advanced balance technology and reinforced structures to prevent falls can significantly raise the safety standard compared to typical bikes. 4. Eliminate: The prevailing notion that biking is predominantly for the young and physically fit needs to be challenged. This strategy involves rebranding and remarketing bikes as a viable and enjoyable activity for the elderly, thus eliminating age-related stereotypes. Sustainable Business Model Canvas Application 1. Value Proposition: The core offering is an elder-friendly bike that ensures safety, ease of use, and the joy of outdoor mobility. 2. Customer Relationships and Channels: Partnerships with senior living communities, health care facilities, and wellness organizations can be pivotal. Direct online sales and marketing strategies tailored to the elderly and their caregivers are crucial for accessibility and convenience. 3. Revenue Streams: Beyond the initial sale of the bikes, a subscription model for maintenance and upgrades, along with potential partnerships with healthcare providers or insurers, could provide a steady revenue stream. 4. Key Activities and Resources: Focus on R&D for ergonomic and safe designs, establishing a robust manufacturing process, and setting up a responsive customer service system would be essential. Addressing Social Problems This business model does not merely represent a commercial venture but also a social endeavor. By promoting physical activity and independence among the elderly, it directly contributes to their health and well-being, aligning with SDG 3 (Good Health and Well-being). Furthermore, by encouraging outdoor activities, it fosters community engagement and sustainable urban living, resonating with SDG 11 (Sustainable Cities and Communities). Conclusion The proposed approach of targeting the elderly population with a customized biking solution embodies the essence of the Blue Ocean Strategy. It not only taps into an unexplored market but also addresses critical social issues. This strategy, rooted in empathy and innovation, is poised to redefine the biking industry's trajectory, offering a blend of profitability and social responsibility. The success of this venture hinges on understanding and catering to the unique needs of the elderly, ensuring safety and ease of use, and reshaping societal perceptions about aging and mobility. References Lindič, J., Bavdaž, M., & Kovačič, H. (2012). Higher growth through the Blue Ocean Strategy: Implications for economic policy. Research policy, 41(5), 928-938. Ovais, D. (2019). Blue ocean social responsibility strategy: Creating competitive advantage through human resource policies. International Journal of Recent Technology and Engineering, 8(3), 591-598. Designed for: The Sustainable Business Model Canvas (adapted for SEER) Designed by: Key Activities Value Propositions Economic Suppliers of lightweight materials and electric assist technology. Partnerships with ergonomics and safety equipment manufacturers. Economic R&D for ergonomic and elder-friendly bike designs. Production of bikes with special features like electric assist and enhanced balance. Economic A cost-effective transportation and exercise solution. Long-term savings on healthcare through improved health. Environmental Implementation of environmentally sustainable production practices. Use of recycled materials in manufacturing. Social Elderly communities and organizations. Healthcare professionals and physiotherapists specializing in elderly care. Version: ############## Input Related Stakeholders Environmental Suppliers committed to sustainable and eco-friendly materials. Waste management companies for recycling and repurposing used bikes and parts. Date: Output Related Stakeholder Relationship Economic Customers, primarily the elderly population. Health insurance companies for potential collaborations. Environmental A sustainable and eco-friendly mode of transportation. Social Families and caregivers of the elderly. Local community centers and elderly care facilities. Key Resources Channels Economic Secure funding, invest in advanced manufacturing technology, and build a skilled workforce. Economic Online sales platform and a dedicated mobile app. Physical retail outlets in areas with a high elderly population. Social Enhanced mobility and independence for the elderly. Improved mental and physical health through outdoor activities. Environmental Digital marketing to reduce paper and print materials. This is a post it! Copy and paste it to the canvas. Economic Customers (elderly individuals), investors, and business partners. Environmental Environmental advocacy groups, promoting ecofriendly transportation. Social Community engagement programs to promote biking among the elderly. Collaboration with health organizations for awareness and safety training programs. Environmental Ensure a supply of sustainable materials. Output-related Stakeholders This is a post it! Copy and paste it to the canvas. Environmental Environmental advocacy groups and regulatory agencies. This is a post it! Copy and paste it to the canvas. Social Environmental advocacy groups and regulatory agencies. This is a post it! Copy and paste it to the canvas. Social Develop a network of community representatives and healthcare advisors. Social Collaborations with elderly communities for direct outreach. Participation in health and wellness fairs. Burdens Economic High upfront costs associated with research and development, especially in creating ergonomic and safetyfocused designs suitable for the elderly. Environmental High resource usage in the manufacturing of bikes, especially if sustainable materials are scarce or expensive. Benefits Social Challenges in making the product accessible and affordable to all segments of the elderly population, especially those in lower socioeconomic groups. Economic Tapping into an unserved segment of elderly consumers, creating new revenue streams. Evnironmental Promoting eco-friendly transportation options that contribute to reduced carbon emissions and traffic congestion. Brainstorming Space What are the gaps? What opportunities for business model innovation do you see?Gaps in the Current Model Affordability and Accessibility: Challenge: The specialized design and features of the bikes may lead to higher costs, making them less accessible to lower-income segments of the elderly population. Solution: Explore subsidies, financing options, or partnerships with government and healthcare organizations to make the bikes more affordable.Opportunities for Business Model Innovation Collaborative Ecosystem: Develop a collaborative ecosystem involving healthcare providers, fitness experts, and urban planners to create Social Enhancing the quality of life for the elderly by providing them with a means of independent, safe, and enjoyable mobility. 
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