Business Model Canvas for Smoogly

Key Partners
Key Activities
Value Proposition
Opplysningskontoret for
frukt og grønt – facts
Collect “ugly” fruits and
vegetables, bring in HQ
Helsedirektoratet/ BAMA –
campaign financing
Collect delicious recipes for
smoothies, muffins, ice-cream,
from “ugly” fruits and vegetables
Underlying message –
Health and physical activity,
fruits and vegetables are
good for your health
NorgesGruppen/ Rema1000
or BAMA – supply of “ugly”
fruits and vegetables
Sports arenas/ gyms in Oslo
– Hosting sports events
every week-end, location for
“Smoogly campaign”
Raise awareness by inviting users
to bike-blend their “smoogly”. Sell
the baked products/ ice-cream.
Sell the recipe book
Key Resources
Schools in Oslo – “Smoogly
tirsdag” or similar
“Smoogly” team & mascot
Youth volunteers – Scaling
up the campaign in several
locations at the same time
Collecting and blending bikes
Welding workshop – Adjust
the bike(s) with blender for
physical (not electric)
Kitchen, storage
“Ugly” good fruits/ veggies
Knives, blender, fridge, freezer
Customer
Relationships
Customer
Segments
Social media campaign in
parallel with sports arenas
and schools campaign.
Start with physically
active, diet-conscious
individuals – already
interested, now focus on
the “ugly” fruits.
Communicated message –
Bike your tasty smoogly!
Upscale your healthy living
with delicious “Smoogly”
products that otherwise get
thrown away
Direct interaction: Bike your
tasty “smoogly” – then share
experience on Instagram,
Youtube, Twitter
Value proposition – Tasty
fruit and vegetable recipes
that use “ugly” products.
Sports arenas, schools in
Oslo; social media.
Outcome – Reduce food
waste, eat more vegetables
and implicitly less meat,
boost your health and have
fun at the same time
Channels
Later on, when campaign is
over, the business could be
established as a small
entrepreneurial company, or
sold to an established player
Preferably young, more
interested in the fun
factor, but could be
anyone.
Could be expanded to
involve grandparents
with new tasty recipes
for grandchildren.
Recipe book. Social media.
Cost structure
Revenue Streams
(Alternative) cost of time for “Smoogly” team and volunteers
Campaign financed by Helsedirektoratet/ BAMA
Cost of bikes, kitchen utensils, possibly for storage and food preparation
Total cost: 200 000 NOK for 1 year (between 100 and 200 events)
Promotion materials, cooking book production, communication etc.
Source: Strategyzer, Business Model Foundry AG