EcoMove
Coursework, Blue Ocean Strategy
Type of Business
Retail
Role
Business Strategy, Market Research
Year
2024
This original business concept was developed as part of my Creative Management and Marketing module assignment, exploring a new market by harnessing exercise energy to power buildings.
Project Description
The project leverages in-depth market research and strategic marketing approaches to attract diverse customer segments and foster collaboration with tech, gym, and energy companies.
EcoMove is an innovative solution that converts exercise energy into electricity, reducing utility costs and environmental impact.
This report uses Blue Ocean Strategy frameworks to explore the potential market and create a unique value proposition.
Blue Ocean Strategy Explained
Focus on creating uncontested market spaces rather than competing in saturated markets.
Key Concepts:
Focus
Emphasise key values and eliminate non-essential elements.
Divergence
Offer something unique that sets the product apart from competitors.
Tagline
Create a compelling, memorable tagline that captures the essence of the product.
Focus in EcoMove
Eliminating dependence on external power grids.
Stopping unaware energy consumption in gyms and homes.
Divergence in EcoMove
Creating an energy-generating fitness industry (“Fit-Energy”).
Positioning EcoMove as a solution for fitness enthusiasts and sustainability advocates.
Tagline in EcoMove
Short and clear: “Sculpting Bodies, Trimming Bills” reflects the dual benefits of fitness and cost reduction.
Introducing EcoMove
Concept
Wearable fitness devices (e.g., smartwatches, step-counting shoes) generate electricity while exercising and transfer it to a building’s energy meter.
Customer Target
Gyms and households that aim to lower electricity costs and promote sustainability
Tagline
"Sculpting Bodies, Trimming Bills"
EcoMove Concept Sketch
Four Action Framework
Eliminate:
Traditional, non-eco-friendly gym equipment.
Unconscious energy consumption in fitness facilities.
Reduce:
Utility costs for households and gyms.
Environmental footprint of fitness facilities.
Raise:
Awareness of eco-friendly fitness solutions.
Opportunities for partnerships with tech and energy companies.
Create:
New energy-generating wearables (smartwatches, kinetic floors, etc.).
A new industry sector for energy-efficient fitness solutions.
Strategy Canvas
Red Ocean Curve
Blue Ocean Curve
EcoMove introduces energy-generating fitness wearables, reducing costs and environmental impact.
Creates new value through sustainability and tech integration.
