2017
Wielsbeke
Food
Business design
New value proposition for frozen food manufacturer
Challenge
Crops is very dependent on traditional retail channels for its turnover. The challenge was to build a stronger connection with end users by developing new services, building on the existing expertise at Crops. The existing distribution channels should also be involved.
Approach
A project team from The Argonauts zoomed in on the development and rollout of a new business model. The emphasis in the process was on generating ideas and building new value propositions. A number of customers and team members gathered for an intense and productive brainstorming session. The result: 120 ideas, 12 runs and 3 visual concepts.
After extensive desk research interviews and an online market survey were conducted. We also organized two co-creation sessions with customers, restaurant owners and students from the online food service Deliveroo to gather insights on the theme of “virtual restaurants”.
We examined which possible solutions would best suit the wishes of the target group. Then simple prototypes were developed to get feedback from customers and experts.
Through the business model canvas, the model was put into focus and we examined the potential impact of the new value proposition on the Crops organization.
Results
Through new insights and better understanding of the rapidly changing food market, the project is still ongoing and has led to other opportunities that are being explored further.
