Theory is understood faster with a clear example. Examples make more sense if linked to an actual case. The deWijn.club (the Wine.club) is Business Model we work on. Here you will find the lean tools we applied. Understanding deWijn.club Business Model creates context and allows to learn faster.
A wine-industry Business Model in 60 sec.
The Wine.club is actually a Dutch initiative (deWijn.club). It is a hobby growing in scale. It started years ago with a favor for friends to bring back nice bottles of our traveling destinations. Now we ship pallets of bottles of wine on a regular basis.
What makes our business model special?
- We source directly from the wineries,
- we bottle on demand,
- we have no stock,
- and deliver on fixed intervals.
As a result this is a lean and low risk operation. Our low margins and by bypassing the middleman we assure competitive pricing. All in all bringing wine- value for money.
Our key values are to Follow our passion, have Fun and build Friendships. Therefore we see our customers as as friends. They are our winefriends.
They are our happiest ambassadors. Instead of a costly promotion (marketing push), they bring their friends in contact with our service. (Marketing pull)
So what’s our challenge?
Yet we are at a turning point with sharing our wine passion.
We have the ambition to move from hobby to dream job. We would like to expand our circle of friends and determine if sustainable business can be created around our passion. To do so, we need to continue to deliver high customer value. This included managing customer retention and increasing customer loyalty. We also seek to expand delivery. We want to offer high-quality products, allowing us to bring more value to our customer.
This brings us to the following innovation challenge.
- How might we scale deWijn.club and respect our principles?
- How might we create more value to our winefriends and have them refer more?
Where Lean Startup and Design Thinking helps
We are convinced a combination of Lean Startup and Design Thinking will help us bring the insights needed to create the growth target.
We will share the results and lessons in deWijn.club -series. Aiming for 2 things:
- You learn from our mistakes and succeed faster
- We learn from your feedback and understand better what worked for you and what not.
We strongly believe the real value of learning is in ‘the doing’ and hope to get you started and move faster.