Establishing a Value Network-based Business Model as a Start-up: a Case Study in the Dutch Installation Industry

The Dutch installation industry faces various challenges, such as the transition towards renewable energy, evolving standards, and a housing crisis. This results in a high demand for skilled technical workers. These challenges coincide with a trend towards more self-employed installers. The efficiency gains necessary for meeting energy transition goals, are sought in the concept of value networks. This is a contemporary alternative to linear value chains. This study explores the design process of a value network in the Dutch installation industry from the perspective of a start-up. The research adopts a design science research paradigm combined with a case study approach. Semi-structured interviews with key stakeholders are conducted to inform the design requirements for a start-up to initiate and coordinate a value network. Analysis reveals insights into the self-employed technicians' mental models, highlighting challenges like low work preparation intensity, short planning horizons, and reluctance towards certification and innovation. The collected data informs the creation of a modular value proposition catering to installers' needs. The designed tier-based value proposition facilitates adoption and encourages progression in alignment with Maslow's hierarchy of needs. Core exchanges in the value network design involve services, materials, knowledge, and data.