Climate change and sustainability are receiving increased attention among people across the world. Some of the effects of climate change are raising questions on what businesses can do to mitigate the negative effects. In the past months, we have collaborated with the Danish company, Fischer Lighting, to give our perspectives on new ways that Fischer Lighting can make their products available for new markets.
Problem – what challenge are you are addressing?
Fischer Lighting retrofits recycled light fixtures by replacing the inners with efficient LED technology. They are currently focused on the market of existing buildings, but aims to expand their business by providing their products and services to the market of new construction.
Based on this two challenges have been identified
- Business challenge: The new construction market is different from the market of upgrading lighting in existing buildings. Which business model should Fischer Lighting use to enter the market of new construction? How do you understand the mechanisms of the market of new constructions? And how do you develop strategic partnership with architects, contractors, etc..?
- Technical challenge: How do you ensure that lighting fixtures that are rescued in a different building do not contain harmful substances? How do you declare what materials the lighting fixtures are made of – e.g. paint containing chemicals? Some lighting fixtures have scratches and bumps after hanging in building for many years – how do you clean and repair small scratches quickly and in an environmentally sound way?
Scope – your targeted users and/or customers?
We approached the business challenge by scoping the case context and mapping the industry. Through expert interviews, we identified the DGNB certification as the defining factor in entering the new construction market in Denmark.
The building projects and its materials are compiled and sourced by a consultant, who has a DGNB training on what the certification requires. In addition, architects and contractors play an important role as they specialize in planning the design of the building and its materials. Meanwhile, the consultant aims to ensure overall DGNB compatibility. Although it is important to note, that the consultants can only ensure DGNB compatibility to a point, as it is not the consultants but the Green Building Council of Denmark, who decides on the certifications.
Our solution target to support Fischer Lighting in positioning itself in the new market with a set of tools. At the heart of our solution is storytelling based on Fischer Lighting’s existing capabilities.
Recommendation 1: Draft a storyline that explains how FL creates value for the end user. This recommendation is oriented to many stakeholders across the industry of new construction, who are not familiar with the technical specifications of FL’s products. A user can experience great light quality with FL’s products, which increases the well-being of the user. Based on our findings, we have explored that some groups of professionals working in the industry of new construction find it relevant to learn what value a person achieves by materials and products in the construction industry.
If FL chose to include a storyline to tell the end user experience of their products, they could potentially alter their value proposition which would be relevant to customer segments that are not familiar with the technical aspects of DGNB. These include investors.
Recommendation 2: Draft a documentation package based on the DGNB criteria which FL’s products are positively contribute to. This recommendation is mainly aimed for professionals in the industry of new construction such as DGNB consultants, engineers and entrepreneurs that have a broad knowledge on the DGNB certification. In the initial phases of a building project, these professionals search for building materials for their projects. In these initial phases there is the most ability to influence the building project. This relates closely to our findings put forward in section. Here we also had confirmed that the ability to influence projects is bigger in the beginning of a building project.
Recommendation 3: Engage in networks and building conferences to keep contact with relevant professionals in the construction industry, who search for innovative products in the market. Gaining DGNB relevant training through DGNB courses at Green Building Council Denmark would ensure that FL gained new capabilities relevant for selling their products in the industry for new construction.
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Links to more info
For more information on Fischer Lighting visit: https://www.fischer-lighting.com/
For more information on DGNB visit: https://www.dk-gbc.dk/
Erika, Morten & Christopher