What if we could send a flower with Hyperloop sertivization?
A design project that envision a transformation in the Hyperloop supply chain now-2040. The project recommends that the new design could bring a turn over rate of 6 M euro.
Project types:
Context
Team: Aksel de Vries, Casper van Veen, Shashank Ramkumar,
Vivian Maretina
My contribution: analysis and design
Client:
Hardt & Vanderlande
Year:
2020 (5 months)
Tools
Miro, adobe
Recognition
Graded 8,5 of 10
Background
The Netherlands is known as the Wallstreet of Flowers. Traditionally, all flowers went physically through the auction. But direct sales is growing, which is often bypassing the auction. Competitors offer cheaper supply chain solutions. We pick Royal Flora Holland as the case study because it offers a large amount of flower handlings.
Other problems are: not optimal transport by truck; inefficient loading/ unloading at the auction entrenched in the current Business Model. By 2030 physical flower auctions expected to be gone. A fast cargo metro system, such as Hyperloop, could be a cleaner and quicker mode of flower transport. And Vandelande, as the largest baggage handling company, also investigate this opportunity. But, a standalone product will
not work out.
In this project, we initially needed to find a market of collaborative supply chain between Hardt, Hyperloop, and Vanderlande. Specificaly, we wanted to investigate the current flower Value Stream in the Netherlands and provide technical and organizational solutions.
Approach
We use several methods to understand the landscape of the industry from each actors (Vanderlande, Hardt, Royal Flora Holland)
1. Company 4 C analysis
2. PESTEL
3. Desk Research
4. Expert and User Interview
5. Customer Journey
6. Lean Six Sigma and Theory Constraint analysis
7. Ideation: Business Model, Strategy Roadmap,
Functional Design Products, Services and Collaborative
Supply Chain
8. Recommendation for the Organisational Change
Insights
The main insight is that the lead time from production to the customers takes a lot of time, which is 40 hours. While after calculation, we can creates a solution with only 2 hours lead time.
Design Challenge
There are a lot of waste in inefficient and changes in flower handling, can flower auction supplier (like Royal FloraHolland) modernize to a Collaborative Supply Chain 4.0 with Servitization?
Solution
The main strategic design concepts for a Value-Creating Supply Chain Network are: move from repackaging to prepackaging; ship flowers & prepackage as desired by customer; transport units standardization to shift the Customer Order Decoupling Point, and Transform from PUSH to PULL, e.g. abandon warehousing and bulk break/split functions. To do so, we suggest building a consortium between the stakeholders to achieving a common goal.
It is expected to apply digitalization among the process using the IoT. The high volume buyers would then provide requirements on the platform set up and managed by Flora Holland. Physical auction turns into a virtual tour by VR/AR.
Finally, the purchase uses the blockchain and applies the smart contract.
Reflection
(and feedback)
The project involved multiple stakeholders with their own different workflow. Although we conducted the research during COVID-19 and we could not go to the flower action to see the real case, we managed to compile data from the internet and some papers.
This project course aims to find the gap and fill it with our solution which received good feedback from Vanderlande and Hyperloop. If there is no COVID, I would like to see if the flower auction also like this idea of collaboration.