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Case study Tenschul

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Table of Contents
A: Use Osterwalder's Business Model Canvas to evaluate the current business model for Tenschul.2
Introduction...............................................................................................................................................2
Discussion on the business model by Alexander Osterwalder:..............................................................2
1. Customer Segments:......................................................................................................................3
2. Value Propositions:........................................................................................................................3
3. Channels:........................................................................................................................................4
4. Customer Relationships:...............................................................................................................4
5. Revenue Streams:..........................................................................................................................4
6. Key Resources:...............................................................................................................................5
7. Key Activities:................................................................................................................................5
8. Key Partnerships:..........................................................................................................................5
9. Cost Structure:...............................................................................................................................6
Effectiveness of Osterwalder model for Business:...................................................................................6
B. Critically evaluate the options available to the business and make justified recommendations.
You must evidence of how these are sustainable for the business..........................................................6
Introduction:..............................................................................................................................................6
Innovation as a Driver of Sustainable Growth:.......................................................................................7
Recommendations for sustainable innovation:........................................................................................7
 Diversification of products:...........................................................................................................7
 Joint ventures:...............................................................................................................................7
 Technology Integration:................................................................................................................8
 Flexible Business Model for Scalability:......................................................................................8
 Promote Sustainable Lifestyle Choices:.......................................................................................9
 Supply Chain Optimization:.........................................................................................................9
 Consumer Education and Engagement:....................................................................................10
Conclusion:..............................................................................................................................................11
References:...............................................................................................................................................13
A: Use Osterwalder's Business Model Canvas to evaluate the current business model for
Tenschul

Introduction
Tenschul, is a ground-breaking program made possible by the University of Hertfordshire
through the Herts Sustainability Accelerator, a Community Renewal Fund-funded programme,
delivered by the university. Tenschul designed the ground-breaking Refill-on-the-go solution to
address the growing environmental crisis caused by waste from plastic packaging, which
completely changes how people use personal hygiene products. In this report, Osterwalder's
Business Model Canvas will be used to evaluate the situation of Tenschul. Moreover, the
recommendations were given to Tenschul for sustainable innovation in the market.

Discussion on the business model by Alexander Osterwalder:

Osterwalder's Business Model Canvas is a visual template for identifying and organizing the
various elements of the business model. The Business Model Canvas Model can be used as a tool
for developing a new or analyzing and mapping an existing business model of a company. It
provides a graphical representation of several variables that show the values of the organization.
The model was developed by Alexander Osterwalder. The canvas is divided into nine sections,
each of which is responsible for the most important business elements of each organization
(Pieroni, McAloone and Pigosso, 2019). The case study of Tenschul delivering Competitive
Advantage is given which is centered on sustainability and the reduction of plastic waste through
a refill-on-the-go system. The secret is to focus on environmental impact while forming strategic
alliances, interacting with customers, and possibly branching out into new product categories.

Here Osterwalder's Business Model Canvas is used to evaluate the current business model for
Tenschul:

1. Customer Segments:
Customer segments show who are important customers for the organization and for whom the
business is creating value. In the business model for Tenschul, the important customers are those
who are willing to adopt the reusable packaging model and are concerned about plastic pollution.
The value will be created when the customer segment is who is interested in reducing plastic
waste in water and land. For example, consumers who actively participate in the consumer eco
journey program (Sorescu, 2020).

2. Value Propositions:
How the goods and services add value for the various consumer segments is outlined in the
Value Proposition. Moreover, it shows what attracts the customers and how the products and
services satisfy the customers’ needs and requirements. Tenschul offers a Refill-on-the-go
system that makes it easy and environmentally friendly for customers to refill containers for
personal hygiene products. However, it provides customers the environmental benefits and the
chance for customers to take an active role in sustainability (Deng, Yang and Zhong, 2023).

3. Channels:
The channel shows the ways by which the company reach the customer segments and how the
value is delivered to the customers. Moreover, it also describes the communication method with
the customers to know their feedback and review the products and services delivered to them. In
the given case, the channel for Tenschul is refilling points or stations at retail outlets, hotel
chains, and university student halls. Tenschul has Potential partnerships with retailers like Boots,
Tesco, Hilton, and the University of Hertfordshire. As given in the case Tenschul's program
included the University of Hertfordshire as an advisor, Sesi as a provider of reusable bottles, and
manufacturers of the liquid products themselves, including shower gel, shampoo, and other items
(Dobrowolski, Sułkowski and Panait, 2022).

4. Customer Relationships:
Customer relationship describes the details of company retention and growth strategies for each
of the channels to maintain a good relationship with the customer. The customer relationship is
important to create a community where members and customers share knowledge, give feedback
and communicate with the organization representative. In the given case, Tenschul engages
customers through the eco journey which is a consumer insights program and it is the process to
know the behavior changes in consumption for consumers. Considering the example of customer
relationship, the collaborative efforts of Tenschul with the University of Hertfordshire and Sesi.
This allows interaction with customers at refilling points (Mulyana, Daryanto and Purwito,
2018).

5. Revenue Streams:
This is the section which describes how each segment will pay for the value and how the revenue
is generated in the organization. If the customers are satisfied with the products and services the
company sells, then maximum revenue will be generated. Revenue is generated through the sale
of personal care products as in Tenschul’s case, products like shampoo, shower gel, and hand
soap from an innovative automatic dispenser manufactured by Tenschul. However, it will be
expanded to other products like water, various drinks, soup and milk, which often are sold in
plastic containers or bottles (Simon, 2023).

6. Key Resources:
This section explains what are the essential resources that are needed to make a business model
work either internally or acquired. In the case of Tenschul, the key resources are Reusable
bottles supplied by Sesi, collaboration with the University of Hertfordshire and suppliers. For
example, refilling stations are placed at retail outlets like Boots the Chemist, and Tesco but as
hotel chains such as Hilton and the student halls of universities such as the University of
Hertfordshire.

7. Key Activities:
The main activities that result in the overall success of the business and how the value can be
generated for the customer. For example, Tenschul's main activities are collaboration with
suppliers and maintenance at refilling stations.

8. Key Partnerships:
The network of partners and suppliers that provide leverage to make the business model work are
key partners. The key partners are the University of Hertfordshire, Sesi, and liquid product
suppliers as well as Retail partners, hotel chains, and potentially other universities.
 9. Cost Structure:
The overall cost that will be incurred when executing the business such as Costs associated with
the production and maintenance of the dispenser, and logistics costs borne by customers. The
cost of the promotion and marketing of brand awareness (Ferranti and Jaluzot, 2020).

Effectiveness of Osterwalder model for Business:

A tool for strategic management, the Business Canvas aids in the analysis and description of new
or ongoing business endeavours. Business canvas is used by companies to assist in concentrating
on specific business aspects. The company team will benefit from using the canvas to
comprehend the target market, client groups, and value proposition. Everyone working on a
project can more easily comprehend the competitive environment, come to an agreement on
shared aims and objectives, and pinpoint project milestones with the use of the Business
Canvas. The Osterwalder model reduces the risk of failure and provides the execution steps
required to take your idea to market.

B. Critically evaluate the options available to the business and make justified
recommendations. You must evidence of how these are sustainable for the
business.

Introduction:
Innovation can also help improve people's quality of life, especially those in developing
countries. By creating sustainable products and services, innovation can help solve problems
such as poverty, hunger and access to basic resources such as clean water and energy. Innovation
is not just about creating new products or services. It is also about finding new and more efficient
ways of doing things. This includes developing more sustainable production processes, reducing
waste and emissions and promoting a circular economy. There is an increasing demand for
creative and long-lasting solutions due to the environmental effects of plastic packaging waste.
Tenschul, a University of Hertfordshire-supported firm, unveiled a refill-on-the-go package reuse
concept. At certain places, customers can refill bottles of personal care goods using this Product
Service System (PSS) model. Tenschul believe in contributing toward a more sustainable
environment, to make a positive impact now and for generations to come. Tenschul challenges
the unfavourable status quo, providing humankind with the facilities and technology to help
reduce the impact on the environment. There are different ways for developing competitive
advantages, innovation is one of the best methods to enhance the competitive advantage by
Tenschul.

Innovation as a Driver of Sustainable Growth:

Innovation stands out as a crucial factor in the fast-paced business climate of today as a generator
of sustainable growth. Companies that put an emphasis on innovation and support it are more
likely to outperform their rivals and adjust to shifting consumer needs. Businesses can
experiment with several approaches to leverage innovation as Tenschul will provide innovation
by offering more products and understanding the changes in the preferences of customers.
Following are some of the recommendations and options for sustainable innovation for Tenschul:

Recommendations for sustainable innovation:

 Diversification of products:
Tenschul has a chance to do this by concentrating on personal care items at the moment.
Examining the possibility of including other goods in reusable containers, like milk, soup, water,
or drinks, can increase the target market and appeal to a larger variety of single-use plastic
products. By broadening its product offering, Tenschul can better serve its clientele and establish
itself as a one-stop shop for sustainable packaging solutions that can accommodate a greater
variety of daily requirements. This invention increases market share, which promotes steady
growth.
  Joint ventures:
Establishing partnerships with well-known companies like Heinz or Head & Shoulders on their
product offerings in Tenschul reusable packaging will boost its reputation and draw in more
clients. Expanding gas stations to new places, such as retail establishments, hotel chains, and
college campuses, could also be a strategic partnership. Brand alliances enhance the value
proposition by providing consumers with recognizable and reliable items in reusable packaging.
By partnering with well-known, high-quality brands, Tenschul gains a competitive edge by
associating with established brands known for quality (Kurpjuweit et al., 2019).

 Technology Integration:
Tenschul may stand out by utilizing technology to improve the user experience. Tenschul would
use mobile applications for order placement this will not only benefit the business but also
customers feel easier. The track of eco-friendly milestones will be made to boost customer
engagement and advance sustainability in general. Tenschul enhances customer engagement and
innovates the business by putting more emphasis on informing and involving customers
regarding how their choices affect the environment (Kleindorfer, Singhal and Wassenhove,
2020).
  Flexible Business Model for Scalability:
Tenschul intends to grow and should be flexible enough to adjust to shifting consumer tastes,
industry dynamics, and new opportunities. This may involve evaluating the viability of different
models, including potential collaborations or franchising (Cooke, 2021). Tenschul's adaptable
business plan enables it to successfully handle unforeseen circumstances and seize expansion
prospects. It guarantees continuous success in the face of a shifting business environment and
allows the organization to adapt to the dynamics of the market. Flexibility is necessary for long-
term development. Tenschul can efficiently manage uncertainty and capitalize on expansion
opportunities by implementing a scalable company plan. This flexibility guarantees durability
and long-term success in a changing market (Kamble, Gunasekaran and Gawankar, 2018).

 Promote Sustainable Lifestyle Choices:

It is instructed to develop marketing strategies that highlight sustainable living options apart
from Tenschul product usage. The clients were advised to take on more ecologically friendly
behaviors, like cutting back on their use of plastic in general, lending support to regional
sustainability projects, and making choices that will not harm the environment (Montag, Klünder
and Steven, 2021). Tenschul's goal extends beyond providing goods and encouraging
environmentally friendly living. The brand's promotion of sustainable solutions contributes to a
positive cultural movement towards sustainability by becoming linked with a broader
understanding of environmental issues (Bocken, Weissbrod and Antikainen, 2021).

 Supply Chain Optimization:

One important step in lessening the impact of supply chains on the environment is the adoption
of sustainable packaging materials that lead towards innovation. Waste can be reduced by using
recyclable materials, biodegradable materials, and less packing overall. Businesses can further
lessen their ecological footprint by looking at reusable packaging choices. To ensure
sustainability, Tenschul needs to streamline its supply chain. It is recommended that Tenschul
should consider elements like transportation, energy usage, and packing materials. These
procedures could help to reduce operating expenses and the environmental impact. Moreover, it
is also recommended that regular monitoring of market trends and knowing consumer
preferences is important for Tenschul's sustained growth (Ogunmokun et al., 2020).
  Consumer Education and Engagement:
One of the major recommendations related to innovation to grow in a competitive market is that
Tenschul should make continuous investments in consumer education initiatives to increase
public knowledge of the advantages of reusable packaging and the negative environmental
effects of single-use plastics. This will enhance sustainability and implementing the initiatives
like the Consumer Green Path into reality not only promotes positive behavioral change but also
cultivates a devoted trade dedicated to sustainable practices. Changing customer behavior in a
way that lasts is the goal of sustainability. Tenschul must work for long-term sustainability by
educating customers and involving them in a step-by-step process of behavior modification.
Tenschul's on-the-go refill method is likely to be successful because of its devoted and
ecologically aware customer base (Leigh & Li, 2015).
Conclusion:
In conclusion, companies must embrace dynamic, innovation-focused strategies in place of static
traditional business models to promote sustainable corporate success. Among the alternatives,
innovation is a potent stimulant that can be used to obtain a competitive edge. Businesses can
succeed in the long run by developing a culture of innovation, making R&D investments, and
forging strategic relationships. On the other hand, diversifying innovation portfolios,
constructing adaptive capacities, and staying abreast of market dynamics are all components of
sustainability. Businesses hoping to survive and prosper in a constantly shifting business climate
will need to be able to navigate and take advantage of innovation. By implementing these
suggestions into Tenschul's sustainable innovation plan, the company will have a greater positive
environmental impact in addition to increasing its market relevance and long-term brand loyalty.
Tenschul can establish itself as a pioneer in sustainable packaging solutions by embracing eco-
friendly materials, interacting with the community, employing data analytics, collaborating with
non-governmental groups, putting in place a closed-loop system, and encouraging a sustainable
way of life. These tactics provide a thorough and long-lasting commitment to environmental
responsibility in addition to the immediate product offering.
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