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report:mkt [2026/05/15 19:22] – [Positioning] epsatisepreport:mkt [2026/06/14 22:26] (current) – [Business Model] team2
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 ==== Business Idea Formulation ==== ==== Business Idea Formulation ====
-About 1 of 8 people suffer from mental health issues like burnout or depression once in their life, resulting into a yearly loss of productivity of 1 trillion USD [(WHO2025)]. Bloem is therefore adressing a common problem in modern work environments. Constant noice, lack of privacy, high workloads and limited opportunities for a short mental recovery during the day. This does not only affects the employees, but also the productivity, turnover rate and therefore the earning of a company. The business idea is to market a compact and enclosed capsule that can be integrated into existing indoor environments. The design will reduce external noise as well as preventing internal noise to get out to a certain amount. With this companies can engage their employees to take short uninterrupted breaks and regain their focus for the important tasks at work. The capsule can be booked via an app for a controlled and relaxing session of 5-15 minutes with supporting activities like meditation, stretching, breathing exercises or just a simply relax to nature sounds. The user experience is enriched through dimmable lights and a sustainable layered design. Bloem is designed for companies and shared spaces, helping them improve employee well-being, focus and overall productivity with a simple, easy-to-integrate solution.+About 1 of 8 people suffer from mental health issues like burnout or depression once in their life, resulting into a yearly loss of productivity of 1 trillion USD [(WHO2025)]. Bloem is therefore addressing a common problem in modern work environments. Constant noice, lack of privacy, high workloads and limited opportunities for a short mental recovery during the day. This does not only affects the employees, but also the productivity, turnover rate and therefore the earning of a company. The business idea is to market a compact and enclosed capsule that can be integrated into existing indoor environments. The design will reduce external noise as well as preventing internal noise to get out to a certain amount. With this companies can engage their employees to take short uninterrupted breaks and regain their focus for the important tasks at work. The capsule can be booked via an app for a controlled and relaxing session of 5-15 minutes with supporting activities like meditation, stretching, breathing exercises or just a simply relax to nature sounds. The user experience is enriched through dimmable lights and a sustainable layered design. Bloem is designed for companies and shared spaces, helping them improve employee well-being, focus and overall productivity with a simple, easy-to-integrate solution.
  
 ==== Business Model ==== ==== Business Model ====
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 Bloem primarily targets business customers, like offices, co-working spaces and universities, which increasingly invest in the well-being of their employees and want to reduce negative side affects of high-stress work situations. Secondary customer segments are wellness-centers, yoga studios or healthcare and therapy centers, which need a calm and controlled environment. In all cases the end-user are individuals seeking short breaks of relaxation, but the purchasing decision always lies with the organizations that want to improve the working environment.  Bloem primarily targets business customers, like offices, co-working spaces and universities, which increasingly invest in the well-being of their employees and want to reduce negative side affects of high-stress work situations. Secondary customer segments are wellness-centers, yoga studios or healthcare and therapy centers, which need a calm and controlled environment. In all cases the end-user are individuals seeking short breaks of relaxation, but the purchasing decision always lies with the organizations that want to improve the working environment. 
  
-Customer relationship will be built through a mix of personal support, services and community engagement. Companies receive assistance during the setup and integration process of the capsules, ensuring that the product is implemented effectively. At the same time the user experience will be supported with pre-installed guidance and content to guarantee an easy interaction. Later Bloem can implement a community around mindfulness and well-being, co-creation and feedback for continues improvement for example on the pre-installed experience. +Customer relationship will be built through a mix of personal support, services and community engagement. Companies receive assistance during the setup and integration process of the capsules, ensuring that the product is implemented effectively. At the same time the user experience will be supported with pre-installed guidance and content to guarantee an easy interaction. Later Bloem can implement a community around mindfulness and well-being, co-creation and feedback for continuous improvement for example on the pre-installed experience. 
  
 To reach the customers a combination of digital and physical channels is required. A online presence, including a website and social media platforms enables to discover and experience the product as well as communicating and selling. In addition partnerships are needed with furniture retailers, interior design providers and office equipment suppliers which allows a more direct B2B distribution and can help selling the product if the capsule gets recommended by these channels. Collaborations with universities s and co-working spaces can serve as pilot environments where the product can be tested, demonstrated and refined.  To reach the customers a combination of digital and physical channels is required. A online presence, including a website and social media platforms enables to discover and experience the product as well as communicating and selling. In addition partnerships are needed with furniture retailers, interior design providers and office equipment suppliers which allows a more direct B2B distribution and can help selling the product if the capsule gets recommended by these channels. Collaborations with universities s and co-working spaces can serve as pilot environments where the product can be tested, demonstrated and refined. 
  
-Revenue is primarily generated through the direct sale of the capsule to organizations. This core stream can be enhanced with premium features and add-ons, such as more lightning or loud options, higher support and more guided experiences. Additional income can also be generated in the long-term through leasing or renting models that reduce upfront costs and make it more accessible to smaller organizations.This allows a clear focus on B2B sales.+Revenue is primarily generated through the direct sale of the capsule to organizations. This core stream can be enhanced with premium features and add-ons, such as more lighting or loud options, higher support and more guided experiences. Additional income can also be generated in the long-term through leasing or renting models that reduce upfront costs and make it more accessible to smaller organizations.This allows a clear focus on B2B sales.
  
 The realization of the business concept depends on several key resources. These include sustainable materials, manufacturing capabilities and technical know-how in product design and acoustic engineering. At the same time branding and marketing assets that communicate the value of the product are very important. Financial resources are required to support prototyping, production and scaling efforts. The realization of the business concept depends on several key resources. These include sustainable materials, manufacturing capabilities and technical know-how in product design and acoustic engineering. At the same time branding and marketing assets that communicate the value of the product are very important. Financial resources are required to support prototyping, production and scaling efforts.
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 To achieve all the mentioned activities its necessary to have network partners. Suplliers provide the needed sustainable materials in a high quality, while manufacturing partners handle production, which reduces the in-house costs. Distribution partner will help to access the target customers and establish Bloem in the market, while collaborations with wellness organizations can enhance the user experience through latest relevant content. Financial partners may support enable alternative payment models such as leasing. To achieve all the mentioned activities its necessary to have network partners. Suplliers provide the needed sustainable materials in a high quality, while manufacturing partners handle production, which reduces the in-house costs. Distribution partner will help to access the target customers and establish Bloem in the market, while collaborations with wellness organizations can enhance the user experience through latest relevant content. Financial partners may support enable alternative payment models such as leasing.
  
-The cost structure is primary driven by resources like materials and production. Sustainable materials with high quality can represent a high cost factor, making it depended on some markets and prices. Additional costs from marketing activities and logistics, including delivery and installation add up to the cost structure as important factors. +The cost structure is primary driven by resources like materials and production. Sustainable materials with high quality can represent a high cost factor, making it dependent on some markets and prices. Additional costs from marketing activities and logistics, including delivery and installation add up to the cost structure as important factors. 
  
 Overall, the business model is value-driven, focusing on delivering a good and sustainable quality with a meaningful user experience for a fair price in the market. Overall, the business model is value-driven, focusing on delivering a good and sustainable quality with a meaningful user experience for a fair price in the market.
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 **Segmentation** **Segmentation**
  
-The market is first segmented by application areas and organizational types. These include, in particular, medium-sized to large companies (approx. 100–500+ employees) with open-plan office layouts, coworking spaces and educational institutions such as universities and libraries. These environments are often characterized by high noise levels and a lack of quiet spaces, creating a specific need for acoustically shielded relaxation areas. Additionally, segmentation is based on organizational characteristics, particularly company size and level of innovation. Growth-oriented companies, startups and modern organizations that actively invest in new workplace concepts and employee well-being are particularly relevant. Smaller companies with limited budgets are less relevant, while very large corporations often already use established but more expensive solutions. Another segment consists of wellness facilities such as yoga studios, wellness centers or therapy centers, which specifically require quiet, secluded spaces for relaxation and mental regeneration but often do not use fully soundproofed solutions. On the user side, segmentation is based on specific needs and usage scenarios. Relevant users are primarily knowledge workers, students, and individuals in mentally demanding roles who regularly suffer from noise, sensory overload, or stress. These users have a clear need for short, effective periods of retreat (5–15 minutes) for recovery, focus or mental relief. +Segmentation is used to divide the market into different groups with similar needs or characteristics, which enables more precise and efficient marketing strategies[(Kotler2016)]. The market is first segmented by application areas and organizational types. These include, in particular, medium-sized to large companies (approx. 100–500+ employees) with open-plan office layouts, coworking spaces and educational institutions such as universities and libraries. These environments are often characterized by high noise levels and a lack of quiet spaces, creating a specific need for acoustically shielded relaxation areas. Additionally, segmentation is based on organizational characteristics, particularly company size and level of innovation. Growth-oriented companies, startups and modern organizations that actively invest in new workplace concepts and employee well-being are particularly relevant. Smaller companies with limited budgets are less relevant, while very large corporations often already use established but more expensive solutions. Another segment consists of wellness facilities such as yoga studios, wellness centers or therapy centers, which specifically require quiet, secluded spaces for relaxation and mental regeneration but often do not use fully soundproofed solutions. On the user side, segmentation is based on specific needs and usage scenarios. Relevant users are primarily knowledge workers, students, and individuals in mentally demanding roles who regularly suffer from noise, sensory overload, or stress. These users have a clear need for short, effective periods of retreat (5–15 minutes) for recovery, focus or mental relief. 
  
 **Targeting** **Targeting**
  
-Bloem pursues a focused B2B targeting strategy in which organizations are approached as paying customers, while the actual users are addressed indirectly. Market entry initially targets early adopters which are organizations with a high degree of openness to innovative workplace and well-being concepts. These are specifically targeted through direct sales (B2B Sales) as well as through partnerships with interior design and office furniture providers. This allows Bloem to be integrated into existing space concepts at an early stage. At the same time, demand is built at the user level by actively communicating the benefits of short recovery breaks. This is achieved through targeted content on stress reduction, productivity and microbreaks, which creates indirect pressure on companies to provide corresponding solutions. For secondary target groups such as wellness and yoga facilities, a tailored approach is pursued, with a stronger focus on the experiential aspect and the expansion of existing offerings. These groups are reached primarily through collaborations and targeted outreach to the industry. +Targeting is applied to select the most relevant segments to focus resources on those with the highest potential for impact and conversion[(Kotler2016)]. Bloem pursues a focused B2B targeting strategy in which organizations are approached as paying customers, while the actual users are addressed indirectly. Market entry initially targets early adopters which are organizations with a high degree of openness to innovative workplace and well-being concepts. These are specifically targeted through direct sales (B2B Sales) as well as through partnerships with interior design and office furniture providers. This allows Bloem to be integrated into existing space concepts at an early stage. At the same time, demand is built at the user level by actively communicating the benefits of short recovery breaks. This is achieved through targeted content on stress reduction, productivity and microbreaks, which creates indirect pressure on companies to provide corresponding solutions. For secondary target groups such as wellness and yoga facilities, a tailored approach is pursued, with a stronger focus on the experiential aspect and the expansion of existing offerings. These groups are reached primarily through collaborations and targeted outreach to the industry. 
 === Positioning === === Positioning ===
-The perceptual map (see Figure {{ref>fig:perceputalmap}}) below illustrates Bloem positioning within the market based on two key dimensions: price level and experience orientation. This allows for a clear visual comparison between Bloem and existing solutions in the acoustic pod market.+Positioning defines how the product is perceived in the minds of the selected target groups, ensuring a clear, differentiated and consistent value proposition compared to competitors[(Kotler2016)]. The perceptual map (see Figure {{ref>fig:perceputalmap}}) below illustrates Bloem positioning within the market based on two key dimensions: price level and experience orientation. This allows for a clear visual comparison between Bloem and existing solutions in the acoustic pod market.
  
 <WRAP centeralign> <WRAP centeralign>
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 **Price** **Price**
  
-Bloem is positioned in the lower segment of under 10000 € to offer a balance between quality and affordability. Table {{ref>tab:price}} shows the concrete cost structure of a single basic capsule. For businesses, a one-time purchase price or, alternatively, a leasing/rental model is offered to lower the barrier to entry. A leasing model can be particularly attractive for larger customers, as costs can be spread over several years. Additionally, optional add-on modules (e.g. lighting systems, sound modules and apps) can be priced separately to allow for customization. +Bloem is positioned in the lower segment of under 10 000 € to offer a balance between quality and affordability. Table {{ref>tab:price}} shows the concrete cost structure of a single basic capsule. For businesses, a one-time purchase price or, alternatively, a leasing/rental model is offered to lower the barrier to entry. A leasing model can be particularly attractive for larger customers, as costs can be spread over several years. Additionally, optional add-on modules (e.g. lighting systems, sound modules and apps) can be priced separately to allow for customization. 
  
 <WRAP 80%> <WRAP 80%>
 <table tab:price> <table tab:price>
 <caption>Estimated Sales Cost Structure</caption> <caption>Estimated Sales Cost Structure</caption>
-^ Category ^ Description ^ Price ^ +^ Category ^ Description ^   ^ 
-| Materials | Acoustic, structural, electrical components, furniture, electronics | 2539.99 € | +| Materials | Acoustic, structural, electrical components, furniture, electronics |  2539.99 € | 
-| Production | Manufacturing and assembly (labor, tools) | 1000.00 € | +| Production | Manufacturing and assembly (labor, tools) |  1000.00 € | 
-| Engineering | Design, prototyping and development (allocated per unit) | 300.00 € | +| Engineering | Design, prototyping and development (allocated per unit) |  300.00 € | 
-| Administration | Sales, marketing, management and overhead | 800.00 € | +| Administration | Sales, marketing, management and overhead |  800.00 € | 
-| Logistics | Transport and delivery to customer | 300.00 € | +| Logistics | Transport and delivery to customer |  300.00 € | 
-| Installation | On-site setup and installation | 400.00 € | +| Installation | On-site setup and installation |  400.00 € | 
-^ ^ Total Cost (Net) | **5339.99 €** | +^ ^ Total Cost (Net) |  **5339.99 €** | 
-| Profit Margin (50%) | Business sustainability and growth | 2669.99 € | +| Profit Margin (50 %) | Business sustainability and growth |  2669.99 € | 
-^ ^ Selling Price (Net) | **8009.98 €** | +^ ^ Selling Price (Net) |  **8009.98 €** | 
-| VAT (23% Portugal) | Value-added tax | 1842.30 € | +| VAT (23 % Portugal) | Value-added tax |  1842.30 € | 
-^ ^ Final Price (Gross) | **9852.28** € |+^ ^ Final Price (Gross) |  **9852.28** € | 
 +^ ^ Total Sales Price (Gross) |  **9900.00** € |
 </table> </table>
 </WRAP> </WRAP>
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 === Brand === === Brand ===
-The brand name “Bloem” comes from Dutch and means “flower.” This name was chosen intentionally because it symbolizes growth, tranquility and naturalness. These values form the core of the product. The “Bloem Relaxation Capsule” was developed to create a space where users can briefly relax, recharge their energy and mentally unwind, just like a plant that grows and thrives under the right conditions. The product itself is named “Bloem Relaxation Capsule,” making the connection between the brand and its function clearly recognizable. The name alone conveys that this is not merely a functional object, but a place of relaxation and retreat. The logo shown in the subchapter [[dvp|Project Development|Concept]] visually captures this idea. It depicts an abstract figure in a meditative sitting posture, embodying calm, balance and mindfulness. At the same time, the shape resembles a flower, reinforcing the connection to the name “Bloem.” This combination of human and nature underscores the product’s holistic approach.+The brand name “Bloem” comes from Dutch and means “flower.” This name was chosen intentionally because it symbolizes growth, tranquility and naturalness. These values form the core of the product. The “Bloem Relaxation Capsule” was developed to create a space where users can briefly relax, recharge their energy and mentally unwind, just like a plant that grows and thrives under the right conditions. The product itself is named “Bloem Relaxation Capsule,” making the connection between the brand and its function clearly recognizable. The name alone conveys that this is not merely a functional object, but a place of relaxation and retreat. The logo shown in the subchapter [[dvp|Project Development|Concept]] visually captures this idea. It depicts an abstract figure in a meditative sitting posture, embodying calm, balance and mindfulness. At the same time, the shape resembles a flower, reinforcing the connection to the name “Bloem.” This combination of human and nature underscores the product’s holistic approach. In addition, copyright protection is required for all brand-related elements such as the name, logo and visual identity in order to legally secure the intellectual property and prevent unauthorized use or imitation by third parties. It ensures that the design, branding, and creative concept remain uniquely associated with the Bloem project and are protected as original work.
  
  
-==== Marketing Programmmes ====+==== Marketing Programmes ====
  
 === Programmes === === Programmes ===
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 <WRAP 80%> <WRAP 80%>
 <table tab:budget> <table tab:budget>
-<caption> Marketing Budget</caption>+<caption> Marketing Budget </caption>
 ^ Category ^ Description ^ Price ^ ^ Category ^ Description ^ Price ^
-| **Direct B2B Sales & Outreach** | Client meetings, travel, direct contact with companies and institutions | € 400 | +| **Direct B2B Sales & Outreach** | Client meetings, travel, direct contact with companies and institutions | 400 € | 
-| **Pilot Projects & Demonstration Units** | 1–2 demo units, transport and temporary installation in real environments | € 1000 | +| **Pilot Projects & Demonstration Units** | 1–2 demo units, transport and temporary installation in real environments | 1.000 € | 
-| **LinkedIn (Targeted B2B Outreach)** | Targeted ads and outreach to decision-makers (HR, facility managers, office planners) | € 250 | +| **LinkedIn (Targeted B2B Outreach)** | Targeted ads and outreach to decision-makers (HR, facility managers, office planners) | 250 € | 
-| **Instagram & TikTok** | Visual storytelling of prototype, design process and usage to build credibility and awareness | € 150 | +| **Instagram & TikTok** | Visual storytelling of prototype, design process and usage to build credibility and awareness | 150 € | 
-| **Website & Basic Digital Presence** | Simple landing page, hosting, domain and basic visual content  | € 250 | +| **Website & Basic Digital Presence** | Simple landing page, hosting, domain and basic visual content  | 250 € | 
-| **Pitch Materials & Branding** | Presentation decks, brochures and visual communication | € 150 | +| **Pitch Materials & Branding** | Presentation decks, brochures and visual communication | 150 € | 
-^ ^ **Total Monthly Budget** | **€ 2200** |+^ ^ **Total Monthly Budget** | **2.200 €** |
 </table> </table>
 </WRAP> </WRAP>
  
 === Control === === Control ===
-The mentioned marketing activities should be tracked through a structured and continuous monitoring process. To this end, various key performance indicators (KPIs) will be defined to measure success. These include, in particular, the number of B2B leads acquired, leads generated through various channels such as the website, events, and social media, the conversion rate of inquiries into actual sales and feedback from pilot projects. These metrics must be evaluated regularly, typically in monthly and quarterly reports. A target-actual comparison should be conducted to identify early on which measures are working well and where adjustments are needed. On this basis, the marketing strategy remains flexible and can be continuously refined. Successful campaigns and channels will be expanded strategically, while less effective approaches will be adjusted or scaled back. This also includes refining the approach to target audiences as needed. In addition, ongoing cost control is implemented. Marketing expenditures are regularly reviewed and evaluated in terms of their cost-benefit ratio. The goal is to use available resources as efficiently as possible and to focus on the measures that deliver the greatest value.+The marketing activities are monitored through a structured KPI system to ensure measurable performance across all channels and to allow data-driven optimization of resources and budget allocation. The selected KPIs are designed to reflect both awareness and conversion stages of the marketing funnel, ensuring that performance can be evaluated from initial reach to final business impact. 
 + 
 +Direct B2B outreach is measured through the number of qualified leads, meetings conducted and conversion rates into pilot projects or partnerships, as these indicators directly reflect business development effectiveness and revenue potential. LinkedIn KPIs such as impressions, engagement rate, profile visits, click-through rates and inbound inquiries are chosen because the platform primarily serves as a professional awareness and lead-generation channel, where both visibility among decision-makers and actual engagement are critical. Instagram and TikTok are evaluated based on reach, engagement rate, follower growth, and video completion rates, as their main purpose is brand awareness and visual storytelling, making attention and interaction the most relevant success indicators. The website is treated as the central conversion hub, with KPIs such as visitor numbers, traffic sources, bounce rate, session duration and conversion rate, since it represents the main point where interest is converted into concrete actions such as contact requests. Pilot projects and demonstration units are assessed through deployment numbers, user feedback, engagement and conversion into leads, as they provide real-world validation of the product and directly influence trust and adoption. Pitch materials and branding are measured indirectly through stakeholder feedback and conversion into follow-up meetings, as their effectiveness is best reflected in business progression rather than digital metrics. 
 + 
 +All KPIs are reviewed on a monthly and quarterly basis through a target-versus-actual comparison, allowing early identification of underperforming channels, optimization of successful initiatives, and evidence-based allocation of the marketing budget based on cost-efficiency and measurable impact.
  
 ==== Summary ==== ==== Summary ====
 Based on market and competitive analysis, the team decided to develop a compact, soundproof relaxation pod for modern work environments. The product is primarily intended for the B2B market, particularly offices, coworking spaces, and educational institutions, as there is a heightened need for quiet spaces and stress reduction in these settings. The analysis shows that existing solutions are often expensive or less functional. Therefore, the intended solution should meet several requirements, such as guided relaxation exercises, the use of lighting control, or optional sound elements. Furthermore, the use of sustainable materials plays a decisive role in creating a pleasant room atmosphere and meeting European market requirements. As sustainability is such an important factor it will be addressed separately in the next chapter. Based on market and competitive analysis, the team decided to develop a compact, soundproof relaxation pod for modern work environments. The product is primarily intended for the B2B market, particularly offices, coworking spaces, and educational institutions, as there is a heightened need for quiet spaces and stress reduction in these settings. The analysis shows that existing solutions are often expensive or less functional. Therefore, the intended solution should meet several requirements, such as guided relaxation exercises, the use of lighting control, or optional sound elements. Furthermore, the use of sustainable materials plays a decisive role in creating a pleasant room atmosphere and meeting European market requirements. As sustainability is such an important factor it will be addressed separately in the next chapter.
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