How to Create Sustainable Business Models for People, Planet, and Profit
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Chapter 1: Understanding Business Models
How do we go about crafting a business model? The process begins with keen observation and an integration of various elements found within our surroundings. It's simpler than it may seem.
Opportunities for clustered business models are abundant, and their implementation is crucial for fostering vibrant economies that promote health and happiness among communities.
As a systemic designer, my focus is on crafting human systems, economies, societies, and business models. We always initiate our design from a solid core, ensuring that our models have flexibility to accommodate various interconnected systems.
The holistic view shapes the model, paving the way for thriving communities and flourishing ecosystems.
Section 1.1: The Importance of Scope in Business Models
We prioritize designing our models with a focus on scope rather than scale. This means we amalgamate numerous factors while ensuring they address the needs of the planet, people, and prosperity. The aim is to create an open model that allows other businesses and individuals to also benefit from the resources.
For instance, let's explore how we structured business models for farmers, olive oil producers, and health-focused ecotourism in Greece.
Section 1.2: Wild Olive Farming in Greece
Our exploration of Wild Olive Farming within the Greek biome reveals numerous possibilities. But what exactly is a biome? It encompasses both the natural ecosystem and human cultural elements. Every business model we devise, whether local or global, begins with a thorough understanding of the biome.
Despite its smaller size, Greece ranks third among olive oil-producing countries, with a staggering 70% of its output being Extra Virgin Olive Oil, produced through exceptionally high-quality methods.
The European Union has recognized health benefits associated with high phenolic olive oil, which is prevalent when olives are cultivated in a wild manner. This characteristic makes it an appealing option in the health supplement export market.
To facilitate this, a straightforward testing method for high phenolic content has been developed by Aristoleo. Half of the olive harvest will be sold at standard prices through local retailers, ensuring that the community can also reap health benefits.
Subsection 1.2.1: Merging Margin and Access
Triple bottom line business models inherently balance profit margins with accessibility. Ecotourism entrepreneurs can leverage the region's branding as a healthy destination for their business ventures.
Our approach begins with restoring ecosystems to enhance the land's capacity. Simple amendments like inoculated biochar and crushed volcanic rock can rejuvenate soil and improve tree health.
We empower farmers to transform their properties into ecologically intensified agroforests, introducing additional crops, herbs, and even phytomining, which involves extracting minerals from plants. In the Greek biome, farmers could potentially harvest nickel, should they choose to.
The export potential for high phenolic olive oil is significant, with prices reaching up to 75 euros per bottle for those seeking it as a medicinal product. However, our business models are designed to ensure that health benefits are not exclusive to the affluent.
The remaining harvest is sold at standard prices in local markets, promoting the wellbeing of residents and fostering the development of the region as a healthy ecotourism hub.
Section 1.3: Building a Cooperative Community
We aim to establish a unified branding strategy for the healthy region of Peloponnese, complete with an engaging slogan and robust social media presence. This approach encourages cooperation among farmers rather than competition, fostering a supportive entrepreneurial community.
Our objective is to attract young, ambitious individuals back to rural Greece, providing families the opportunity to raise their children in this environment.
Beyond creating agricultural jobs, our business models will also lead to advancements in swarm drone technology for modern harvesting and bio labs dedicated to testing high phenolic content while conducting further research in phytomining.
Educational institutions, including universities and schools, will play a pivotal role in this initiative, fostering a rich landscape of learning opportunities.
With just one innovative idea, there is a wealth of possibilities waiting to be explored.
Wild Olive Farming
I invite you to share your thoughts in the comments about the business models you'd like to develop inspired by this concept! I’m here to brainstorm alongside you, so feel free to ask your questions.
A heartfelt thanks to Mike for contributing his insightful energy to my reflections on Abundanism, systemic design for a positive future, and Wild Writing.
© Désirée Driesenaar, 2022