2nd session

Posted on Leave a commentPosted in Business Model Archetypes

After having worked with the circular design strategies it was time to move to the business models. An important question with making products circular is focused on how to make money from the new products. During the session we got a deeper understanding of the five business models as discussed in the book Products That Last; classic long-life, hybrid, gap-exploiter, access and performance model. With the hockey stick and the previous analysed design strategies in mind new discussions started that produced new ideas.

Discussion during the session

Next to starting with the business models, also a second thought on the circular design strategies has been given. Ideas like sensoring in a hockey stick are further developed from the last session. In the end four rough concepts were established.


Smart systems play a more and more important role as time goes by. This also counts for the sports world. New products arrived at the market, like shown beneath, measuring your tennis swing or at what speed you shoot your ball with soccer. This could also be introduced in the field hockey world. At the last world championships did the Australian hockey team play with GPS under their t-shirts.

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A smart product to improve your tennis swing
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Football with sensors that informs you with speed, spin, distance and other data



Another option, when looking at the youth, is to let the hockeystick ‘grow’ with the children growing. As there are many rules from the IHF it is restricted on where a hockeystick can be made extendible and modular. Idea is to add a new connection underneath the grip that is adjustable to different sizes.

Extendable stick


Skin is based on the ability to change the colour of your hockey stick easily. By adding an extra layer kids can customise their hockey stick and make it pretty again. Also can the extra layer help protect the hockey stick from wearage.

Sleeves that will be added around the lower part of the hockey stick


Leasing is a service that is done with other products already, like cars and skis (figure beneath). It is being able to acces a product without having the ownership over it. In case of the hockey sticks, this will mean hockey sticks are being owned by an organisation like the stores or clubs, and leased to consumers on a seasonly base.

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Leasing for skis

Hybrid model

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As stated in The Guardian [1] is the hybrid model a combination of a durable product and short-lived consumables. Other products with a hybrid model are for example Nespresso and its coffee cups. The coffee cups are the main revenue stream from repetitive sales and are fast-cycling consumables.

Nepresso machine with disposable cups


To incorporate this model with the hockey stick a new concept has been developed. The hockey stick stays the same, and will be the durable product. New fast-cycling consumables are made for the lower part of the hockey stick, the part beneath the grip were ball contact will be.

These consumables will be called sleeves. As is shown in the image beneath,

Hockey sleeves

The wraps could be made of a material that is similar to Krimpkous. Krimpkous is a material made from PVC with a mixture of polyesters that will shrink if you heat it. When reheated PVC is not the best material to use, therefore for this product will be looked at a material that has the same characteristics as krimpkous but is better for the environment.


[1] http://www.theguardian.com/sustainable-business/six-design-strategies-longer-lasting-products