Applying sustainable aspects to the business model – Regina Puig

Continuing with my comments on the previous post, now I’m going to explain the consequences of applying sustainable aspects to the business model.

– Key partners. The key partners settled in the first business model won’t be affected by these changes. However, this doesn’t mean that there isn’t any change. As said in the previous post, I would propose a new key partner: local food producers. As they are smaller, they are more aware of the environmental impacts than bigger ones, so they are more ecological. Furthermore, as they can go for themselves for the products, the Kjær family can pay less and they help the environment reducing the pollution emitted.

– Key activities. The key activities don’t vary too much. The ones that the family has to do are the same: prepare the apartments for the hosts and do the check-in and the check-out. In this case, the only thing that changes is the way of making them. The cleaning must be done using products not aggressive to the environment. They may be expensive, but it can help to raise the attractive of the place. The activities done by the hosts can include an active attitude towards animals. Apart from the guided tours, the Kjær family can teach the host’s kids to recycle as is an easy way to start being sustainable.

– Key Resources. About the key resources, I would like to add to the manpower resource, the renewable energy. As explained in the previous post, a good way of saving money and being sustainable would be the collocation of some small wind turbines that allows you to use the wind to create the extra electricity the guests will use in their apartments. Despite of the big investment it requires, there are some second hand wind turbines in good use and the investment can be recovered in no more than 5 years, as during the time the apartments would be empty, the wind turbines continue producing energy for the family, and that can be a significant reduction in the electricity bill.

– Value Propositions. I totally agree with the actual value propositions. I would add, just to remark, the sustainability of every activity realized in the house, as cleaning or cooking, for example.

– Customer relationship. The customer relationship is not involved in the sustainable changes proposed. The only ting I would like to add is about the website, which should have a section on sustainability in the house.

– Channels. The channels can be improved. I agree with the ones presented in the business model given to us, but I would recommend having in mind different sustainable or organic agriculture associations as a great place to sell the hotel as many of the components of this type of groups, when on vacation, look for ecological and eco-friendly places to stay. Another option is to be present in sustainable tourism fairs.

– Customer segments. Here I would like to add one of the most important target groups: the sustainable/ecological tourist. As the improvements I’m proposing are all about sustainability and being more ecological, a new customer group must be added and be taken into account.

– Cost structure. In order to be ecological and sustainable, the buildings and the land need some improvements. First of all small wind turbines need to be installed in order to redeem them from the start, as it is explained in the previous post. A second improvement I would like to suggest would be a water recycling system. Installing the system is not expensive and it can be done easily and quickly. Then, a furniture change or improvement need to be done in order to have at least one apartment and the big room upstairs producing money from the very beginning. The last part of the building that needs is a bathroom upstairs in for the hosts staying in the large room.

In conclusion, the first model presented by the Kjær family is correct for a non-sustainable hotel, therefore I add what I think it needs to be improved in each section to guide the hotel to a more ecological and sustainable life.

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