business case : i love my laundry (vgb)
DESCRIPTION
Business Model Study of "I Love My Laundry" by Elton-Pickford.TRANSCRIPT
Introduction to the companyAt first glance, I Love my Laundry looks a lot like a traditional café. But in reality, hiding behind this name is actually a laundry service. Clayton Howard and Mico Botha, its founders, devoted themselves to transform some painful domestic tasks in more pleasant ones, like having to bring the laundry to the cleaners. Their concept, which was originally started in Cape Town, South Africa, offers an outstanding experience to anyone looking to do their laundry. Rather than going to a typical cleaner, I Love my Laundry’s team gives its customers a warm welcome and offers them some time to relax, a delicious cup of coffee, a shopping area, and many elements that will give them a truly magical experience.
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
The conceptThe concept was launched by Clayton Howard and Mico Botha. They both had the benefit of many years’ experience in the hotel business. In 2012, they opened their first location. The second site followed a year later, also in Cape Town.
!
Originally, they planned on offering this service to hotels’ professionals, who had real problems managing their customers' linens. Finally, private individuals predominantly demonstrated an interest in this service.
!
The concept combines music, art, wine, coffee, and laundry, all in a very natural way. When people come to I Love my Laundry, they quickly forget that they are coming to a dry cleaner. Deliberately, all the things that remind them of a traditional cleaner (the smells, the machines, and the steam, for example) are no longer apparent to customers. Now, it sets the scene for a complete break in habits.
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
Value Proposition
Services!You'll find typical services of a classic dry cleaner there, such as washing, ironing, dry cleaning, and clothes dyeing. They are open Monday through Sunday, from 7:00 am - 7:00 pm. Washing / drying / folding service costs about 0.80€ per kilogram of laundry. !Naturals products!There's no question about using products with a lot of chemicals here. All the products are natural, and washing is done in cold water so clothes won’t get damaged. !Customers personalization!Personal requests are particularly taken into account (normal practices and preferences in how you'd like your socks folded for example). "We'll do your laundry the way you want it done, the same way your mom probably did it for years," says Clayton. Once it's finished, your piles of laundry are wrapped in pretty tissue paper, so that nobody will see your underclothes or the color of your socks.
« We do laundry you do life »
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
Have lunch or a snack on site!Whether you spend time in the boutique or decide to wait until your wash is ready, many surprises await you. You'll be offered sweet or savory cakes, accompanied by a cup of Brazilian coffee, a snack, or even a glass of wine. !I Love my Art!Since customers will be browsing, they'll be able to discover some of the creations of young promising talents. Costume jewelry, clothes, and works of art are displayed and offered for sale in the reception area.
Value PropositionWaiting while laundry is being done
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
Value proposition
Theme nights!Periodically, I Love my Laundry organizes theme nights. Customers can take advantage of bringing their laundry and having it washed at dinner time. The Wednesday party often features cheese fondue. Events like this help secure customers' loyalty to the store, and they also generate additional income. !Room rental!The boutique spaces are available on closing hours. To optimize expenses, it is possible for customers to rent the space for private events. !I Love my Wine!The founders are passionate about wine, and they offer a selection of high end wines that they obtain from local producers and winegrowers. However, the prices are attractive due to the low margins applied during resale. At I Love my Wine, the distribution of these products takes place in a spirit of sharing the passion for wine, more than seeking a source of profit for the company.
Wine sales and tastings
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
SCRCPVACPC
C€ R€
RC CX
WELCOME & SETTING THE
MOOD Have a good time while performing
strenuous household chores
MACHINES
NEIGHBORS
Laundry Services
WARM WELCOME
FORFAIT
INFRASTRUCTURE
MARKETING
MACHINES
Business model mapping
LAUNDRY SERVICES
Selling additional productsMeals
STORE
SOCIAL NETWORKS
STORES
EVENTS
I LOVE MY ART
I LOVE MY WINE
MAINTENANCE
MAKERS OF CLOTHES & JEWELLERY
WINE & NATURALS PRODUTCS SUPPLIERS
HUMAN RESOURCES
H.R.
Space rental for private events
H.R.
www.businessmodelgeneration.com
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
A traditional dry cleaner and the « I Love My Laundry »
concept comparison in pictures
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
The front
Traditional format Revisited format
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
Inside design
Traditional format Revisited format
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
Environment
Traditional format Revisited format
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
TrendsIs the original idea developed by I Love my Laundry unique and proper in Cape Town? Should a space (like a boutique, store, restaurant, etc.) have only one single function or main activity?
Several similar initiatives have flourished all around the world, where merchants have developed multi-faceted concepts. Such is the case of Los Muertos Motos, which combines a café with the sale of motorcycles in one space. Latitude33 mixes an art gallery, a restaurant, and a clothing boutique, all with a surfing theme.
Le comptoir général in Paris is a museum devoted to ghetto art. This place combines several activities: a movie theater, exhibitions, conferences, a bar and restaurant, attractions, artistic productions, boutiques (a record store, secondhand clothing store, library, and garden store), radio station, and movie/TV filming....
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
Sources!!http://thecelebritycafe.com/feature/2014/01/i-love-my-laundry-radical-change-business-style !www.capetownmagazine.com/arts-culture/i-love-my-laundry/104_22_18632 !www.nytimes.com/2014/01/26/travel/in-cape-town-fashion-with-a-side-of-fries.html?_r=1 !www.tweetcritique.com/files/archive/57-ilovemylaundry.html !http://mg.co.za/article/2013-04-19-00-love-at-first-wash !www.travelstart.co.za/blog/i-love-my-laundry/ !www.keenoncapetown.com/the-many-delights-of-i-love-my-laundry/ !www.20min.ch/ro/life/lifestyle/story/La-mode-servie-avec-une-portion-de-frites-11202318 !http://theallseeinglens.blogspot.fr !http://mediagourmand.wordpress.com/2013/10/22/getting-clean-with-i-love-my-laundry/ !!Date of the release of the study : February 2014
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
Monitoring!!Do you want to receive our studies every month ? !Subscribe to our monitoring service and be inspired by examples of innovative business models. If you are looking to the future, or reflecting on the evolution of your business model, this service is for you!! !Contact us to learn more about it: [email protected]
Decrypt hundreds of company’s business model, and let yourself be inspired.
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
Do you want to know about Elton-Pickford
and our activities ?
We’ll be happy to answer your questions.
At your service
Do you have any questions,
comments, or suggestions ?
We are interested in your opinion. Contact us !
Do you want to access more
information ?
Suscribe to the newsletter
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
"Elton-Pickford acts as 'facilitator' to business leaders, by helping them explore their Business Model in an innovative and creative way".
Elton-Pickford’s mission!!Elton-Pickford specializes in business model innovation.
Our company accompanies public and private organization directors in finding new ways to work and generate incomes by testing and validating new business models. In an economical crisis, with changes always taking place (in technologies, economies, etc.), we help organizations to become proactive about their future, in order to assure solid performance for them. This success happens because the objective is value creation and differentiation.
We draw on our influences from Blue Ocean Strategy, Customer Development Process, Lean Startup, Design Thinking, and GameStorming.
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
Paris!Elton-Pickford Dpt. Business Model Innovation 20, ru Cambon 75001 Paris FRANCE [email protected]
Zurich!Elton-Pickford Dpt. DACH Wolleraustrasse 41b 8807 Freienbach SWITZERLAND [email protected]
R&D Team!Elton-Pickford Dpt. Research & Development 43, rue du Préfet Bonnefoy 44000 Nantes FRANCE [email protected]
Londres!Elton-Pickford Dpt. Finance & Strategy Dashwood House 69, Old Broad Street - London GREAT-BRITAIN [email protected]
Contact
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
About the author!!Antoine Dumont is associate at Elton Pickford. He participates in the development of strategies and marketing & sales activities. He began his career with M&A, where he took part in mergers and acquisitions. Afterwards, he was the Sales Director of an IT company, where he worked for big industrial and financial groups (Rieter Automotive, Saint Gobain, BPI France, and BNP Paribas). Today, he regularly participates as a lecturer for the Grande Écoles, boards of directors, and different groups of leaders. At the same time, he drives innovative strategic missions and business model transformation for the cabinet's customers.
He earned a degree from ESCP Europe, where he followed a specialized program in Management and Strategy.
Contact : [email protected] +33 (0)6 25 55 09 88
Créd
it ph
oto
(c) 2
012
Karin
e Pa
oli
Elton-Pickford I Making You Successful in Business Model Innovation I Case study : I Love my Laundry
www.elton-pickford.com
Elton-Pickford specializes in Business Model Innovation. We offer an array of methods, trainings, and seminars devoted to the improvement of the market positioning of our customers.
This success is the result of an objective of creating value and differentiation. We draw on our influences from Blue Ocean Strategy, design thinking and GameStorming. We offer a resolutely practical, fun, and visual approach allowing our customers to better conquer the challenges related to the innovation of their Business Model. Elton-Pickford acts as a "facilitator" to business leaders, by helping them explore their Business Model in an innovative and creative way!
A propos d’Elton-Pickford
Elton-Pickford France SAS
20 rue Cambon75001 Paris - France