Maastricht University, Paesi Bassi Course: Entrepreneurship, it's all about creating value

1.  Marco Perini
 Federico Polimanti
 Davide Raia
 Mario Velotto • Entrepreneurship, it's all about creating value

2. BUSINESS MODEL IKEA
Introduction of the Company
• It works in 42 Countries
• IKEA was founded in 1943 by Ingvar Kamprad
• In the early 1980s started the expansion
• The IKEA stores are located in a strategic
position

4. New Blue Ocean Strategy
✓House characterized by:
➤Technology and Material “TRIPLE ZERO” thanks to solar
panels, thermal panels and catching rainwater sistem
➤High level of technologies and smartappliances
➤Fully furnished

5. ✓ Accessibility
✓Newness
✓Performance
✓Brand/Status
✓Young
Couples
✓Ecologists
✓People that
have no time
✓Find your
house point
✓Personal assistant
✓ Increase
✓ Strategic
alliances
between non
competitors
✓ Increase

6. Red Ocean VS Blue Ocean
Compete in existing market
Beat the competition
Explore existing demand
Make the value-cost trade off
Swim in a new market
Nowadays nobody produce intelligence-
ecological house
New demand for new customers
New concept: best quality for affordable
prices

7. A New
Value Curve
CREATE
RAISEELIMINATE
The Four Actions

8. Corporate Social Responsibilty
✓ IKEA CSR represents a middle ground between «reactive» and
«active», Why?
✓ IKEA nowadays pays attention to the waste management and
the renewable energy sources
✓More attention and responsibility regarding the sources
of wood supply
✓ The Relationships with employees. An example:
Work Life Balance Project
✓ Top Priority to the protection of resources

9. New Corporate Social Responsibility
REACTIVE /
ACTIVE
IKEA cannot be
considered fully reactive:
WHAT’S the main
reason?
PROACTIVE
How to reach it?
1) The new smart house will be
environmentally friendly
2) Through an integrated system
3) New concept of employee

10. Persona
HOW WHY
WHAT

11. Persona
Michele Woods
Background
✓ Art critic and radio
speaker
✓ He studied art in Florence
and he has always been the
speaker for local radio
✓ He is married and
he has a young son
✓ he is a very
determinated person
✓ he does voluntary
as a hobby
Demographics
✓36 years old
✓Lives in City center
✓He does not leave the
phone
✓ He drives a tesla
Identifiers

12. ► THINK
AND DO
• Person with a very busy life but who wish to satisfy its needs in terms of rapidity, quality, confort,
technology and design without leave out the respect and the protection of the environment.
► SEE
AND DO
• The new target is a person always busy and who cannot match its demand with the current
market demand.
► PAIN
• Always sensitive to environmental issues and proactively committed to solve problems about
environmental change and pollution.
► GAIN
• A person always on the go, hard worker with little free time.
Persona

13. Thank for your
attention