Getting Around in the Circular Economy

A circular innovation exercise in the mobility sector
Getting Around in the Circular Economy
Publ. date 12 Jul 2019
Sustainable mobility is one of today’s biggest challenges and the increase in introductions of electric vehicles has proven this. According to Bloomberg’s 2019 outlook on the Electric Vehicle market, it is expected that 57% of all passenger vehicle sales will be electric by 2040, and 80% of shared mobility will be electric with companies as Uber and Lyft gaining market share.


Not only in the residential car market a shift is taking place - looking at the motorsports sector, a transition is happening there as well. Take for example the introduction of Formula E, back in 2014, but also the recent introduction of its motorcycle equivalent, Moto E. The aim of these racing categories is to promote sustainable mobility, with Formula E especially aiming at making cities more sustainable by hosting events in major city centers worldwide.

Last weekend, the Moto E world championship was kicked-off with its inaugural race at the Sachsenring in Germany. However, only one of the two safety cars, which ensure that the race is held in safe conditions, was an electric vehicle… An interesting fact that shows us there is still something to improve when it comes to sustainability solutions. What can we learn from this transitioning industry?

Developing practical ideas and solutions

To help teams get more comfortable with the notion of developing Many Alternative Sustainable Solutions (MASS) by identifying sustainability challenges and selecting circular economy strategies, experimentation is recommended. Therefore, Finch & Beak has designed a workshop setting around the BMW i3 which enables teams to think about different solutions when it comes to today’s biggest sustainability challenges.

This Business Model Canvas team training exercise is aimed at experimenting with the development of circular economy solutions based on the value proposition of the BMW i3. Next to presenting an idea, the teams are also challenged to think about how the ideas will develop itself in the future by thinking about potential partners needed and what targets are there to be achieved.   

BMW i3 workshop instructions

Time required: 1½ to 2 hours

  1. The workshop starts off with a brief group discussion of the abridged version of the BMWi3 business model visualized through the popular Business Model Canvas. As (sustainable) mobility is a topic that is close to the heart of many, if not most, the workshop participants will bring plenty of knowledge, opinion and experiences of the business to guarantee lively exchanges.
  2. After introducing the BMWi3 business model and the surrounding industry trends and forces in the plenary kick-off, participants are divided into teams of 4 to 6 individuals. Each team receives the assignment to identify circular economy strategies from the circular strategy framework.
  3. More specifically, the participants are requested to come up with a minimum of three ideas that are contributing to “green mobility”.
  4. The participating teams each present the recognized challenges together with the selected circular economy strategies, the types of potential partners that have been identified and the targets that are to be set for the challenges that have been singled out.

In case you would like to learn more about the application of the BMW i3 workshop please contact Bas Nuijten, Senior Consultant, at or +31 6 28 02 18 80 to find out how this provides value for your organization. 

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About Bas Nuijten

Sustainability professional aiming to help organizations to continuously improve their sustainability strategies.

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