Utveckling av en hållbar affärsmodell för Houdini Circle

Abstract

Abstract The following thesis is performed with the purpose of expanding Houdini Circle by developing a sustainable business model for the newly launched concept. The result of the project were supposed to act as a proposal for an expansion of Houdini Circle and not present a perfected solution. The project was initiated with introductory studies of the second hand market and discussions with Houdini were held where it was decided that the assignment would primarily focus on the subscription service within Houdini Circle. It was done because it was considered to be the area with the greatest challenges but also with most potential for future development. Thereafter a market research was conducted through a survey and interviews to create an understanding of what Houdini's target group thinks of Houdini Circle and its services, with a focus on the subscription service. Problems regarding Houdini's communication of Houdini Circle were identified and the application of the service was questioned. Based on the findings from the market research, it was concluded that the existing Houdini customer was not interested in the service. Therefore, a strategic consideration was made in the project which meant that a change of the target group for the subscription service was needed. A list of requirements was created based on the categories that seemed important for the users: accessibility, usability, price, communication and relationship. An ideation phase followed and resulted in two concepts, each targeting their own specific group of people; Concept A, was intended to be tailored for families with children, and Concept B, would target semi-active young to middle-aged adults. After evaluation of each concept, a decision was made to develop and finalize Concept A. In addition to a shift in target group towards families with children, the business model also resulted in an expansion of the service online and to all Houdini stores. In conjunction with the online expansion, developments of the website's interfaces were made to clarify the communication of Houdini Circle. In addition to that, the project resulted in physical solutions such as patches and a storage box that primarily creates an emotional connection with children, while also serving functions such as personation, repair and storage.