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|| Aditya Anupkumar /

                              Andreas Kleinschmidt /

                              Antonella Squadrito /

                              Arturo Gutierrez /

                              Giuseppe Bono / 

                              Guilherme Costa ||!




Information Technology 

and Innovation // 

Business Model Analysis!



                                        Group A1-C!
                                         Group A1-C!
What is MyMuesli.com?!



                         Group A1-C!
MyMuesli.com is a mass-
customized service letting
users prepare their own
mixes of organic Muesli
from 80 possible organic
ingredient options.!
These mixes are delivered
to consumers’ doorsteps
within four days.!
                             Group A1-C!
Who is the customer?!



                        Group A1-C!
We believe that the core user base for
MyMuesli.com is who John Gerzema
calls “Spend-Shifters”: value-oriented,     Esteem!
sophisticated consumers. !
                                           Belonging!
Maslow would perhaps have placed
their need-state relationship with
MyMuesli.com in the Belonging and
Esteem blocks of his pyramid.!               * Spend Shift, 2010 / Y&R BAV Data!



They crave a new, more ‘authentic’
consumption. They’re technologically
engaged, want their own spin on stuff
they do, and they want to live healthy.!
                                                          Group A1-C!
What is the customer 

value proposition?!



                         Group A1-C!
With 80 ingredients (clockwise, types of
flavoring, types of nuts, types of fruits,
types of grains/cereals) to choose from,
you can have 566 quadrillion combinations
of organic Muesli via their service,
allowing every single person to have a
perfectly customized breakfast experience.!
There is also something to be said with
regards to the “signaling” that is inherent
in using certain kinds of products and
services – you can’t deny that, beyond the
‘goodness’ of the product, there is likely a
case of communicating ‘discernment’
inherent in buying it.!
                                               Group A1-C!
Another Model we could apply to understand what it
is that MyMuesli.com delivers would be the Tetrad,
which explores the impact of a given medium/
practice on its surroundings. !
                                                        Authen1city	
               Simplicity	
  
The impact is always four-fold – new media/practices
enhance – reverse – retrieve and obsolesce old
media/practices when they come into being.!
                                                                        MyMuesli.
In the case of MyMuesli.com, we could posit that, in                      com	
  
the breakfast experience, it enhances ‘Authenticity’,
reverses ‘complexity and ritual’ to ‘Simplicity’,
                                                          Ea1ng	
                  Mass	
  
retrieves ‘Eating Healthy’ and obsolesces ‘Mass           Healthy	
             Consump1on	
  
Consumption’ in the form of cereals.!
This is a useful way of understanding the product’s
impact on culture, and where future challenges may
arise from.!
                                                                                     Group A1-C!
How do they provide it?!



                           Group A1-C!
MyMuesli.com has a two-pronged strategy. !
It’s consumer-facing side is one of Product
Leadership and Customer Intimacy. It delivers
healthy food in beautiful packaging right to your
door. It also develops use-cases. So they have a
kick-start cereal, organic porridge, weight-loss
cereal, cereal designed for kids, Gluten-free, work-
out cereals, biking cereals; all based on what
people have liked/bought/used the product for in
the past.!
And they deliver this through Operational
Excellence, with a technological grounding that
allows them to mix 80 different kinds of ingredients
(566 quadrillion variations, if you recall) and create
and deliver the finished product to the user within
four days, and they do so incredibly cost-
effectively.!
                                                         Group A1-C!
Why is this innovative?!



                           Group A1-C!
MyMuesli.com taps into a major emerging cultural trend
– that of mass-customization / bespoke services. It
harnesses the true spirit of Long Tail economics. Where
the Long Tail posits that, no matter how unconventional
or arcane an offering, it will find a buyer; MyMuesli.com
flips this on its head by building their technology and
supply-chain around fulfilling those very tastes, from the
most obvious to the most arcane. !
The graphic you see to the right is basically the
permutations and combinations of the mixes you can
choose, and the size of the circles indicates popularity.
Something for everyone.!
But it’s not just that. As we explored with the Maslow
Hierarchy and the Tetrad, the service also has an
important socio-psychological dimension – it generates
that ring of perfection (YOUR perfect mix) combined with
authenticity and simplicity (healthy living).!


                                                            Group A1-C!
What is the vulnerability in 

this business model?!



                                 Group A1-C!
To look at potential threats we explored Michael Porter’s Five Forces model. One
assumption we are going to make is that the “Industry” in which MyMuesli.com
operates is “Organic and Healthy products” – so think of Whole Foods, Innocent,
etc as potential competitors.!

When we studied suppliers, we found, for example, that at one point                     Suppliers!                New Entrants!
MyMuesli.com had bought up ALL of the frozen strawberries in Germany to use in
their products. That is strong supply-chain management, and they would have to
ensure they remain in a strong position with suppliers (think about how Apple
keep RAM prices down for themselves, for example – they use 60% of the RAM
produced in the World.)!

We have already discussed customer needs and between Customer Needs and
Industry Competitors we believe that MyMuesli.com is well-placed.!                                      Industry
                                                                                                       Competitors!
The market is still very new, but for example we discovered an Australian
competitor (MixMyMuesli.com.au) who started up two years after MyMuesli.com –
so there is the possibility of competition, but in a still growing market, we believe
there is room for more competition.!

Which leaves us with Substitutes. A prolonged recession or other system shocks
could make their broader user-base shrink as people cut back and search for
cheaper alternatives, of which there are many. But when you consider that               Substitutes!             Customer Needs!
MyMuesli.com has grown exponentially YoY since they were first created in 2007,
they have so far shown themselves to be immune to the current crisis.!

                                                                                                                      Group A1-C!
Is it sustainable?!



                      Group A1-C!
We feel, based on our analysis, that MyMuesli is a
sustainable enterprise, certainly in the short run. Apart from
developing use-cases for consumers, they have also
expanded their product lines carefully.!

They now sell highly cost effective trial packs featuring an
array of mixes, so you can try out the various flavors and
combinations for the same amount of money. They also sell
mix-and-go insta-packs, to expand where/how consumers
can consume the MyMuesli experience. And in the past year
they have also started developing recipe guides, porridges,
juices and coffee to make MyMuesli a much larger part of
peoples’ food habits.!

Perhaps most importantly, they have begun opening real-life
cafés. This is important because it allows MyMuesli to
transform itself from an online-store-that-delivers-what-you-
like, to a Disney Land of healthy eating.!


                                                                 Group A1-C!
MyMuesli.com made €2million+ in revenues its second year,
and since then has made about €300,000 in profits p.a.
                                                               * Spend Shift, 2010 / 

consistently, even as its workforce expanded from 3 people     Y&R BAV Data!
to 100+, and they expanded from Germany to Netherlands,
the UK and Switzerland in this time.!
We referred to “Spend-Shifters” as the potential consumer
for MyMuesli.com. The report also highlights some of the
percentages of existing populations who exhibit similar
behavior.!
So from the countries MyMuesli.com is not yet present in, we
see that Spend-Shifters constitute 55% in the US, 53% in
France, 51% in Canada, 45% in Australia and Italy, 44% in
Singapore, 41% in Brazil, 38% in Russia and Spain, 34% in
India and Mexico, and 21% in China. !
We acknowledge that not all these groups can afford to buy
MyMuesli.com, and maybe more than just this mindset
consumes it. !
But if this is the mindset MyMuesli.com taps in to, we can
agree they have much room for expansion.!

                                                                                         Group A1-C!
We believe that the future for mass-customized
web-to-real-life businesses is strong. We love,
for example, projects like Quarterly.Co and
Kopi; which combine exploring ideas, foods
and so on, with an element of social curation.!
And then there is the organic and natural foods
movement, that has only grown and grown in
the past decade. !

So to close, we believe MyMuesli.com is an
incredibly fascinating project as it harnesses
elements from both these major trends, and
we’re keen to seeing how it develops over the
next few years. (We’re all signed up on the
waiting list for when they launch in Spain. )!
                                                  Group A1-C!
Fín!



       Group A1-C!

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MyMuesli - An Analysis

  • 1. || Aditya Anupkumar /
 Andreas Kleinschmidt /
 Antonella Squadrito /
 Arturo Gutierrez /
 Giuseppe Bono / 
 Guilherme Costa ||! Information Technology 
 and Innovation // 
 Business Model Analysis! Group A1-C! Group A1-C!
  • 3. MyMuesli.com is a mass- customized service letting users prepare their own mixes of organic Muesli from 80 possible organic ingredient options.! These mixes are delivered to consumers’ doorsteps within four days.! Group A1-C!
  • 4. Who is the customer?! Group A1-C!
  • 5. We believe that the core user base for MyMuesli.com is who John Gerzema calls “Spend-Shifters”: value-oriented, Esteem! sophisticated consumers. ! Belonging! Maslow would perhaps have placed their need-state relationship with MyMuesli.com in the Belonging and Esteem blocks of his pyramid.! * Spend Shift, 2010 / Y&R BAV Data! They crave a new, more ‘authentic’ consumption. They’re technologically engaged, want their own spin on stuff they do, and they want to live healthy.! Group A1-C!
  • 6. What is the customer 
 value proposition?! Group A1-C!
  • 7. With 80 ingredients (clockwise, types of flavoring, types of nuts, types of fruits, types of grains/cereals) to choose from, you can have 566 quadrillion combinations of organic Muesli via their service, allowing every single person to have a perfectly customized breakfast experience.! There is also something to be said with regards to the “signaling” that is inherent in using certain kinds of products and services – you can’t deny that, beyond the ‘goodness’ of the product, there is likely a case of communicating ‘discernment’ inherent in buying it.! Group A1-C!
  • 8. Another Model we could apply to understand what it is that MyMuesli.com delivers would be the Tetrad, which explores the impact of a given medium/ practice on its surroundings. ! Authen1city   Simplicity   The impact is always four-fold – new media/practices enhance – reverse – retrieve and obsolesce old media/practices when they come into being.! MyMuesli. In the case of MyMuesli.com, we could posit that, in com   the breakfast experience, it enhances ‘Authenticity’, reverses ‘complexity and ritual’ to ‘Simplicity’, Ea1ng   Mass   retrieves ‘Eating Healthy’ and obsolesces ‘Mass Healthy   Consump1on   Consumption’ in the form of cereals.! This is a useful way of understanding the product’s impact on culture, and where future challenges may arise from.! Group A1-C!
  • 9. How do they provide it?! Group A1-C!
  • 10. MyMuesli.com has a two-pronged strategy. ! It’s consumer-facing side is one of Product Leadership and Customer Intimacy. It delivers healthy food in beautiful packaging right to your door. It also develops use-cases. So they have a kick-start cereal, organic porridge, weight-loss cereal, cereal designed for kids, Gluten-free, work- out cereals, biking cereals; all based on what people have liked/bought/used the product for in the past.! And they deliver this through Operational Excellence, with a technological grounding that allows them to mix 80 different kinds of ingredients (566 quadrillion variations, if you recall) and create and deliver the finished product to the user within four days, and they do so incredibly cost- effectively.! Group A1-C!
  • 11. Why is this innovative?! Group A1-C!
  • 12. MyMuesli.com taps into a major emerging cultural trend – that of mass-customization / bespoke services. It harnesses the true spirit of Long Tail economics. Where the Long Tail posits that, no matter how unconventional or arcane an offering, it will find a buyer; MyMuesli.com flips this on its head by building their technology and supply-chain around fulfilling those very tastes, from the most obvious to the most arcane. ! The graphic you see to the right is basically the permutations and combinations of the mixes you can choose, and the size of the circles indicates popularity. Something for everyone.! But it’s not just that. As we explored with the Maslow Hierarchy and the Tetrad, the service also has an important socio-psychological dimension – it generates that ring of perfection (YOUR perfect mix) combined with authenticity and simplicity (healthy living).! Group A1-C!
  • 13. What is the vulnerability in 
 this business model?! Group A1-C!
  • 14. To look at potential threats we explored Michael Porter’s Five Forces model. One assumption we are going to make is that the “Industry” in which MyMuesli.com operates is “Organic and Healthy products” – so think of Whole Foods, Innocent, etc as potential competitors.! When we studied suppliers, we found, for example, that at one point Suppliers! New Entrants! MyMuesli.com had bought up ALL of the frozen strawberries in Germany to use in their products. That is strong supply-chain management, and they would have to ensure they remain in a strong position with suppliers (think about how Apple keep RAM prices down for themselves, for example – they use 60% of the RAM produced in the World.)! We have already discussed customer needs and between Customer Needs and Industry Competitors we believe that MyMuesli.com is well-placed.! Industry Competitors! The market is still very new, but for example we discovered an Australian competitor (MixMyMuesli.com.au) who started up two years after MyMuesli.com – so there is the possibility of competition, but in a still growing market, we believe there is room for more competition.! Which leaves us with Substitutes. A prolonged recession or other system shocks could make their broader user-base shrink as people cut back and search for cheaper alternatives, of which there are many. But when you consider that Substitutes! Customer Needs! MyMuesli.com has grown exponentially YoY since they were first created in 2007, they have so far shown themselves to be immune to the current crisis.! Group A1-C!
  • 15. Is it sustainable?! Group A1-C!
  • 16. We feel, based on our analysis, that MyMuesli is a sustainable enterprise, certainly in the short run. Apart from developing use-cases for consumers, they have also expanded their product lines carefully.! They now sell highly cost effective trial packs featuring an array of mixes, so you can try out the various flavors and combinations for the same amount of money. They also sell mix-and-go insta-packs, to expand where/how consumers can consume the MyMuesli experience. And in the past year they have also started developing recipe guides, porridges, juices and coffee to make MyMuesli a much larger part of peoples’ food habits.! Perhaps most importantly, they have begun opening real-life cafés. This is important because it allows MyMuesli to transform itself from an online-store-that-delivers-what-you- like, to a Disney Land of healthy eating.! Group A1-C!
  • 17. MyMuesli.com made €2million+ in revenues its second year, and since then has made about €300,000 in profits p.a. * Spend Shift, 2010 / 
 consistently, even as its workforce expanded from 3 people Y&R BAV Data! to 100+, and they expanded from Germany to Netherlands, the UK and Switzerland in this time.! We referred to “Spend-Shifters” as the potential consumer for MyMuesli.com. The report also highlights some of the percentages of existing populations who exhibit similar behavior.! So from the countries MyMuesli.com is not yet present in, we see that Spend-Shifters constitute 55% in the US, 53% in France, 51% in Canada, 45% in Australia and Italy, 44% in Singapore, 41% in Brazil, 38% in Russia and Spain, 34% in India and Mexico, and 21% in China. ! We acknowledge that not all these groups can afford to buy MyMuesli.com, and maybe more than just this mindset consumes it. ! But if this is the mindset MyMuesli.com taps in to, we can agree they have much room for expansion.! Group A1-C!
  • 18. We believe that the future for mass-customized web-to-real-life businesses is strong. We love, for example, projects like Quarterly.Co and Kopi; which combine exploring ideas, foods and so on, with an element of social curation.! And then there is the organic and natural foods movement, that has only grown and grown in the past decade. ! So to close, we believe MyMuesli.com is an incredibly fascinating project as it harnesses elements from both these major trends, and we’re keen to seeing how it develops over the next few years. (We’re all signed up on the waiting list for when they launch in Spain. )! Group A1-C!
  • 19. Fín! Group A1-C!