Presentation at 24th EDINEB Contributions of Business and Economics Education to Social Innovation. Utrecht, The Netherlands.

1. Sharing Experiences On Embedding
Social Enterprise Design And Analysis
In A Business School Curriculum
Anand Sheombar @anandstweets
2017 EDiNEB Conference
Track Social Innovation and the Business School
Research Group Process Innovation & Information Systems at the
HU University of Applied Sciences, Utrecht, NL

2. Agenda
 Business Model
 Examples business with sustainability
 New Business Models
 Conventional vs New Business Models
 Cloverleaf Business Model Canvas
 Course Design
 Experiences from students and from teaching
 Implications for teaching and research
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3. Business Model
A business model is a conceptual
model of
• How a company creates &
delivers value to its customers;
• How a company captures &
extracts value for its owners;
• How a company capitalizes &
leverages critical capabilities.
Based on work from Osterwalder and Linder and
Cantrell, derived by Bauwen (2016) and Jonker
(2016)
Instrumental to overview, chart,
comprehend, analyse a business.
Like there are various models there
are various maps…..
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4. Fairphone
Techrepublic.com
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5. Pallets of coconut waste: CocoPallet
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6. Werfzeep
 Soap products
 Organic
 Utrecht
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7. Village Neighbour
Café -‘De Buurman’
 Drink Share Think
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8. Gerrard Street
 Modular lease headset

9. Kromkommer
http://www.kromkommer.com/

10. The world is Changing
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“The world as we think we know it no longer exists. Because we
don’t have a detailed image of the future, we stick to an old-
fashioned world view based on the ideas of the second Industrial
Revolution, which led to enormous growth in prosperity in the years
following the Second World War. There are several clues to support
the premise that we are currently at such a turning point.
Everywhere in the world, we can see a combination of
crises: a financial crisis, an energy crisis, and a climate crisis. These
are global problems of size and complexity that we have never
experienced before, let alone solved. There are no guidelines to
follow. One thing is clear:
We cannot keep heading in the direction we have chosen.”
Tex Gunning, former CEO of the global company AkzoNobel

11. What are New Business Models?
 Sustainability central
 Multiple value creation: next to economic
gain there are social and ecological gains
 Sharing, exchanging, creating, saving or
lending
 Key are connecting, community and valuable
collaboration
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12. WEconomy
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13. WEconomy
New
Business
Models
‘Money’
different
values?
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14. Process Differences conventional
& new business models
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Based on Shafer et al. (2005) & Simanis en Hart (2011)
The process behind conventional
business models
The Process behind new business models

15. Features of conventional and
new business models compared
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Features Conventional Business Models New Business Models
Principles Singular, often financial. Multiple shared or collective.
Economics Linear realisation of value
proposition, distribution, and usage.
Circular realisation material & social
values.
Ownership Central is financial shareholder
ship.
Access > ownership.
Focus on access and re-use and not
only on property?
Collaboration Linear realisation of the value
proposition in (functional) value
chains
Network of people (and institutions)
create together a particular (value)
proposition.
Transaction Producer and consumer are
separated
Transactions primarily money
based
Producer and consumer can be one
(prosumer);
Many transaction forms and
resources possible such as using,
borrowing, swapping, etc.
Organisation
design
Organisation-centric; functional
organisation design.
Community-centric; various
organisation forms in one network.
Success Visible in a cost-benefit analysis
based on money as central value.
Multiple yields (multiple value
creation).
Value proposition based on a mixture
of different forms of values (e.g. a mix
of people, planet, and profit)

16. Cloverleaf Business Model Canvas
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ImageCredits:Jonker(2016)

17. Digital trends analysis:
Cloverleaf Business Model in combination with
functional building blocks of social media
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18. Searching for social enterprises
Social-Enterprise.NL
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19. Social Enterprise Design
Sustainability
Business
models
IT & Social
media
Elements Social Enterprise Design
course
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20. Embedding New Business Models Education in
the HU Curriculum – Course Design
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Lectures
• Societal
changes and
sustainability.
• Concept of
WEconomy and
New Business
Models.
• Online videos
exemplifying
theory.
• Example cases.
• Digital trends
Fieldwork
• Searching and
selecting
enterprise that
seems to
operate
according to
New Business
Model principles.
• After approval
interviewing
enterprise
following semi-
structured
approach.
• Analysing
interview
transcript and
secondary data.
Reporting &
presentation
• Writing up case
study in fixed
reporting format.
• Reflection on
what makes the
examined
organisation a
new business
model or not.
• In-class
presentation of
case and group
discussion.
• Selected
(qualified) cases
submitted for
inclusion in
national
database of New
Business
Models.

21. Experiences of students & of lecturing
New Business Models
• The real-life cases
turned out to be not
always easy to
distinguish between
conventional/traditional
and purely new
sustainable business
models, creating a
blurred boundary
between them.
• Many of the examined
enterprises showed a
hybrid configuration of
a combination of
features of
conventional/traditional
and new sustainable
business models.
• This is an observation
from real-life cases that
needs to be
acknowledged in theory
building and education.
Business Model Theory
• Power of repetition:
several lectures before
students obtained a
good grasp of concepts
• No written exam but an
assignment
• Written case report
and oral presentation
stimulated students to
incorporate their
command of the theory
and its application.
• A good connection
between practice and
theory seems to have
been established.
Pedagogics
• Richer understanding
of the concept of social
entrepreneurship by
students.
• By searching, selecting
and analysing by
conducting interviews
and the on-site visit
of an innovative social
enterprise
• A couple of students
got inspired and
expressed their
enthusiasm to
incorporate principles
on new sustainable
business models in
their future venture
Students’ learning
experience
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22. Learning Spiderweb
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Based on Van den Akker (2003).
Learning Goals
Social Enterprise Design
Learning Content
New Business Models
WEconomy
Sustainability
Social entrepreunship
Digital trends & digital skills
Learning Activity
Lectures
Fieldwork & interviewing
Analysing & reporting
Discussion
Teaching roles
Instructor
Coaching
Discussion moderator
‘Student’
Sources & materials
Website New Business Models
Video summaries
Interview protocol
Care report template
Group work
Teamwork 2/3 students
Learning Environment
Classroom
Online
On-site (social enterprise)
Learning Time
Lecture time
Interview time
Homework (online research)
Presentation & discussion
Assessment
Written case report
Oral presentation
Vision
Understanding
of changing
times and need
for sustainability
in society

23. Implications for Teaching and
Further Research
 Need for educating students about new business
models & sustainability (mainstreaming)
 National project for news business model cases useful
for education & social entrepreneurs (practical
contribution)
 Pedagogical support now enhanced by the availability
of an online course (MOOC or blended learning)
 Hybrid business models turn out to be a class on their
own for further research (follow-up research potential)
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24. Questions?
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Contact: anand.sheombar@hu.nl or @anandstweets

25. Resources
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• Website New Business Models Research & National Database
http://www.newbusinessmodels.info/
• Online course New Business Models
https://iversity.org/en/courses/new-business-models
• Working paper new business models Jan Jonker
https://www.slideshare.net/mariustorenga/eng-working-paper-new-
business-models-jan-jonker