Designing new businessmodels and -processes for a sustainable, digital world
A project of Fugro and DIOAcademy
Fugro is an international geo-data company. Fugro acquires complex data, conducts comprehensive analyses and provides expert advice on information about the Earth and the structures built upon it. Through integrated data acquisition, analysis and advice, Fugro unlocks insights from geo-data to help its clients design, build and operate large physical assets in a safe, sustainable and efficient manner.
Digitalisation will not only allow Fugro to improve existing services for existing customers, it also creates a wealth of new opportunities. But how to design the innovative business models and -processes that will enable Fugro to capture those opportunities?
DIOAcademy works with Inholland’s International Business Innovation-students are trained to do just that. Having completed most of the curriculum of a 4-year program, they’re finally challenged to apply all their knowledge, skills and creativity to a real-life case. In about five months, they’re intensively coached to methodically analyse the case and apply tried-and-tested tools to the problem at hand.
The class of 2018-2019 was assigned the task of finding opportunities to develop a new digital business model for Fugro’s Marine Site Characterisation business. Class of 2019-2020 will get an even more challenging assignment, focusing on Fugro’s mission to unlock insights from Geo-data for a safe and liveable world.
Developing an innovative business model
The first part of this challenge requires students to develop a thorough understanding of Fugro’s existing business model and drivers of innovation, gathering fresh customer insights and identifying relevant market trends. Building on those insights, students develop various creative ideas for new business models. Finally, after testing the merits of their ideas, a selected number of business models is presented at Fugro’s HQ.
“These final presentations are truly remarkable, seeing them taking shape as part of the full learning cycle within the course really excites me. We can literally take several of their final ideas directly to our business line. A concept like ‘Pret a Porter Data’ is exactly what we’re looking for to become a differentiator.” (Hannes Swiegers, Global Program Director Innovation Implementation)
Designing business processes and integration possibilities
Following the selection of a ‘winning’ business model idea, students embark upon the second part of this course track: designing business processes that will enable execution of the chosen strategy. The focus is now on business- and management processes, change models and an implementation roadmap. Just as in the first part of the track students analyse both organisation and the supply chain, combining analytical skills and interpretation.
“The holistic approach of this course track really fits with our business needs. Creative ideas are valuable, but without execution plans … Apart from that, it’s also inspiring to work with students and a lot of fun!” (Martin Galavazi, Global Service Line Director Marine Geotechnics)
A joint endeavour of DIOAcademy and Fugro
Inholland strives to deliver small scale, project-based education in its Business Innovation program. Working with Fugro for the second year helps to build a program that prepares students for the complex challenges they’ll face in real business life. With dr. Niels van der Weerdt and Christa Wouda MBA as course coordinators Inholland has two seasoned professors on board to guide students in this endeavour. Both teachers have earned their credits in education and business, providing a bridge for students to apply and test their skills in practice.
