Expliseat - World's Lightest Seats
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These slides use concepts from my (Jeff Funk) course entitled Biz Models for Hi-Tech Products to analyze the business model for Expliseat, a provider of ultralight airline seats. Made from titanium and carbon fiber, these seats have 40% the weight, 10% the number of parts, and are 5 centimeters thinner than existing seats. The lighter weight saves on fuel cost and the fewer parts reduce assembly and logistics costs, making the seat cost about the same as existing seats. The thinner seats can enable more legroom or more seats, depending on the airline’s preference. These slides describe the value proposition, customers, method of value capture, scope of activities and the method of strategic control for Expliseat.
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Expliseat - World's Lightest Seats
- 1. Business Model For Expliseat Amine Masnaoui Matthieu Soudan Joni Salmela Zacharie Chebance Worlds lightest certified aircraft seat
- 2. Agenda 1. Company Profile 2. Aviation Market 3. Value Proposition 4. Customer Selection 5. Scope of Activities 6. Method of Value Capture 7. Strategic Control 8. New Business Model Proposal 01/12/2015 MT4002 Technology Management Strategy 2
- 3. 01/12/2015 MT4002 Technology Management Strategy 3 French company Based in Paris 25 employees Founded in 2011 Aviation & Aerospace 15 patents
- 4. The Titanium Seat Lighter 4 kg per seat (per passanger) Longer-lasting 1000 x longer lasting than aluminium Innovative design Only 30 components used Thinner Additional 5 cm between the seats 01/12/2015 MT4002 Technology Management Strategy 4 • Titanium • Carbon fiber reinforced composites • Textile/Leather
- 5. Pros and cons • One structure for three seats Lightness vs Long overhaul • Less bindings on the ground Easy dismantlement vs Less stiffness • Constant inclination of 18° Constant space vs No tilting for legs 01/12/2015 MT4002 Technology Management Strategy 5
- 6. Expliseat: Materials Titanium Carbon Fiber 01/12/2015 MT4002 Technology Management Strategy 6 • High strength-to-weight ratio • High crack resistance • High stiffness and tensile strength • Low weight • High temperature tolerance • Low thermal expansion • Combined with plastic resins High strength-to-weight ratio
- 7. Agenda 1. Company Profile 2. Aviation Market 3. Value Proposition 4. Customer Selection 5. Scope of Activities 6. Method of Value Capture 7. Strategic Control 8. New Business Model Proposal 01/12/2015 MT4002 Technology Management Strategy 7
- 8. Commercial Aviation Cabin Interior Market Growing market (2010-2020) Market Drivers • Growing demand for air transport Growing number of commercial aircrafts • High fuel costs & environmental regulations Demand for lighter cabin interiors 01/12/2015 MT4002 Technology Management Strategy 8 Global Commercial Aviation Cabin Interiors Market Assessment, Frost & Sullivan 2012 Seats 47% Main Cabin 19% Galleys 11% Lavatories 10% Lighting 13% Seats Main Cabin Galleys Lavatories Lighting 0 2000 4000 6000 8000 10000 12000 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 0 2 4 6 8 10 12 14 16 18 Revenue($Million) Year GrowthRate(%) Revenue Growth rate CAGR = 8,7 % 0 1000 2000 3000 4000 5000 6000 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 0 2 4 6 8 10 12 14 16 18 Revenue($Million) Year GrowthRate(%) Seats Revenue Growth rate CAGR = 9,5 %
- 9. 0 500 1000 1500 2000 2500 3000 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 NumberofOrders Single-aisle Aircraft Orders (1984-2014) B737 A320 Family Total Aviation Market 01/12/2015 MT4002 Technology Management Strategy 9 http://www.boeing.com/commercial/#/orders-deliveries (Boeing), Airbus Orders and Deliveries
- 10. Agenda 1. Company Profile 2. Aviation Market 3. Value Proposition 4. Customer Selection 5. Scope of Activities 6. Method of Value Capture 7. Strategic Control 8. New Business Model Proposal 01/12/2015 MT4002 Technology Management Strategy 10
- 11. Value Proposition 01/12/2015 MT4002 Technology Management Strategy 11 What Expliseat offers and how they differentiate ? • Regular seat Expliseat 11 kg 4 kg 500 parts 30 parts
- 12. 01/12/2015 MT4002 Technology Management Strategy 12 Save 5% in fuel consumption EasyJet would save 100M$/year = 2% of the turnover + More space for passengers (better service), or more seats in a plane (more revenues) Case study - EasyJet short-haul flight Regular flight : London Prague Time: 1h55 Distance: 638 miles Plane: A320 Configuration: 183 economy class seats (15kg) Data: 11h flights a day Fuel price: 1.000$/mt
- 13. Agenda 1. Company Profile 2. Aviation Market 3. Value Proposition 4. Customer Selection 5. Scope of Activities 6. Method of Value Capture 7. New Business Model Proposal 01/12/2015 MT4002 Technology Management Strategy 13
- 14. Market Segmentation 01/12/2015 MT4002 Technology Management Strategy 14 ● Long Haul ● First Class ● Asia ● A380 ● Medium Haul ● Business Class ● Middle East ● A320 ● Short Haul ● Economy ● America ● B737 ● Low cost ● Africa ● ATR ● Europe One goal: Leader of the Economy class A320 B737 ATR Air Mediterrannée 2014 4 A320, 174 seats Flights in December 2014 Air Tahiti June 2015
- 15. Agenda 1. Company Profile 2. Aviation Market 3. Value Proposition 4. Customer Selection 5. Scope of Activities 6. Method of Value Capture 7. Strategic Control 8. New Business Model Proposal 01/12/2015 MT4002 Technology Management Strategy 15
- 16. Scope of activities Airlines’ need: Reduce energy costs 01/12/2015 MT4002 Technology Management Strategy 16 Expliseat’s answer Issuing patents 4kg titanium seat How ? Outsourcing manufacturing, logistics and assembling
- 17. Value Chain - vertical disintegration Information will be provided soon 01/12/2015 MT4002 Technology Management Strategy 17
- 18. Agenda 1. Company Profile 2. Aviation Market 3. Value Proposition 4. Customer Selection 5. Scope of Activities 6. Method of Value Capture 7. Strategic Control 8. New Business Model Proposal 01/12/2015 MT4002 Technology Management Strategy 18
- 19. Method of Value Capture 01/12/2015 MT4002 Technology Management Strategy 19 Airline pays Non-recurring charges Recurring charges Design & Engineering Tooling Prototyping Seat covers Foot panels Overhaul charges (after warranty period) Seat legs (10 years) Seat back frames (5 years) Fixings (3 years)
- 20. Agenda 1. Company Profile 2. Aviation Market 3. Value Proposition 4. Customer Selection 5. Scope of Activities 6. Method of Value Capture 7. Strategic Control 8. New Business Model Proposal 01/12/2015 MT4002 Technology Management Strategy 20
- 21. Strategic Control • Expliseat is holding 15 patents for its Titanium Seats • Aircraft seats must satisfy particular aviation standards Not easy to make cheap replicates and enter the market Cases of Airbus and Zodiac • Expliseat has EASA certification for its seat 01/12/2015 MT4002 Technology Management Strategy 21
- 22. Agenda 1. Company Profile 2. Aviation Market 3. Value Proposition 4. Customer Selection 5. Scope of Activities 6. Method of Value Capture 7. Strategic Control 8. New Business Model Proposal 01/12/2015 MT4002 Technology Management Strategy 22
- 23. New Business Model Opportunities • Shift to services – Revenue model based on savings in fuel consumption • Knowledge applicable in other industries as well – Automotive – Military aviation • More personalized seats – Size – Reclining seats 01/12/2015 MT4002 Technology Management Strategy 23
- 24. Future of Expliseat 01/12/2015 MT4002 Technology Management Strategy 24
- 25. Thank You! Q&A 01/12/2015 MT4002 Technology Management Strategy 25