The Value Innovation

For this week, we had to read two independent publications, that specially made me reflect about the initial idea related to a new concept of integration of bycicle parkings. First the ideas on The Future Of Retail about a new way for brand stores to hold their clients, and then the interview with Ron Johnson, both of them were telling to me the way through which we had to develop the idea of customising bike parkings. So we took our initial idea, and gave it the value vs cost approach, that basically states that retailers must work in adding more value to the relations they have with their clients, instead of looking for a way of increasing revenues by slowing costs. That way, I figured out that I have to associate the problem in case to a value given proposition. To take a today's common parking lot and name the completely opposite characteristics, then integrate them into a whole new concept of product/service. 

So, following the Business Model Generation philosophy, I attacked this problem by sketching de contextual Business Model Canvas and then observing which factors could I eliminate, reduce, raise or create, in pro of giving a much more better experience to the users.

Source: Adapted from Blue Ocean Strategy

Today we are attached to another totally different strategy, which includes minimum costs (just in cases there actually is a bike parking) and no concerne at all about the value. That automatically makes the associated experience an awful one. We have to consider that people who dare to ride a bike in Santiago, has already a hard time making their ways through the city. Streets aren't safely enough for a person to pedal on it, but the riders aren't also well received on the sidewalks, where there's not enough space for them and walkers to coexist. 

The purple lines indicates cycle paths in Santiago... You don't have to do a lot of research to notice that there's an alarming lack of available kilometers for people to travel by bike, given this huge city's already known context.

Now the problem is settled. The challenge is to transform today's disturbing experience of leaving bikes in a safe/comfortable place after our pedals in a whole different concept of treatment to the costumers.

I gues the sensation I want the costumers to experience is the one associated to the video below. After some thinking and filling the Canvas with estimated numbers, I can say that this a totally a profitable project that would change completely associated store's image by improving the experience of the costumers, that would also help by adding themselves to a great develop of conciousness and change of mentality.

This is cool.