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Rethink 

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Business case

Minimise waste through diversion: Instead of sending waste to landfill, it is redirected into other industrial processes for handling, treatment, recycling, recovery, or reuse in various forms. 

Minimise waste through design: At the outset of a process of project, plan and design such that there is zero waste or minimal waste during production, use, and at end of life. 

Minimise Waste (SDG12)

Producing electric cables and wires, power-generating equipment, including solar modules, motors, power turbines, as well as electronic equipment and instruments, including computer chips, communication equipment, analytical instruments, lasers, display screens, point-of-sales machines, security system equipment, and healthcare equipment

Electrical and Electronic Equipment

Consider opportunities to create greater value and align incentives that build on the interaction between products and services

Rethink the business model

Reduced use of fossil fuel energy sources and/or increased use of renewable energy

Reduce Energy Consumption

Deliver services through business models that ensure maximum value

Service business models

Providing services where customers are charged only when they use it

Payment per use

Impacts

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Industries

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The principles of a circular economy concern designing out waste, regenerating ecosystems and keeping items in use. Decoupling the economy from material flows—improving the rate of resource productivity faster than the economic growth rate—is also a consistent guide. By evolving with the growing number of applications of circular economy principles, and consolidating these strategies across thematic areas, Circle Economy’s Key Elements Framework (KE) renders the elements of the circular economy salient and serves as a basis to derive contextual strategies and interventions. 


The Framework consists of:
- Core Elements: Activities directly handling product or material flows; and uniquely,
- Enabling Elements: those that remove obstacles for core actors.


Key elements of the circular economy

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Circle Economy's framework of strategies and activities that define the circular economy

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Based on the work of [Bocken et al. (2016)](https://www.researchgate.net/publication/309699661_Product_design_and_business_model_strategies_for_a_circular_economy), the Four Flows Framework serves as a simple framework for managing resource flows in a circular economy by using less (Narrow), using for longer (Slow), using again (Cycle), and using clean, regenerative materials and energy (Regenerate).

These different principles of circular economy can be applied to our socioeconomic metabolism: we can design stocks like buildings, infrastructure, machinery, and vehicles to be rich resource mines for the future, and design manufactured goods and consumables to be cycled and made regenerative. Furthermore, the focus must also centre on getting more value out of fewer materials. Achieving the aims of a circular economy—minimising material use, regenerating the Earth, and preventing material losses—can be done through these four key strategies mentioned above.

Source: Circle Economy. (2023). *[The circularity gap report 2023](https://www.circularity-gap.world/2023)* (p.22). Amsterdam: Circle Economy. 

Four Flows Framework

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 Podcast: Play in new window | DownloadSubscribe: Spotify | RSS                                                                                

 – By Nancy Bocken, Co-Founder of Homie and Professor in Sustainable Business Models HOMIE’s business model is a ‘pay per use’ business model, where customers are also charged less for the most sustainable option (e.g., a low temperature wash). Pay per use means that customers pay for the access and use of a washing machine or other home appliance but not for the machine itself. The idea is that you have access to a quality, durable appliance and any service that comes with it. The pay per use business model can be more flexible, affordable and sustainable than alternatives such as buying a new washing machine. In this blog we specifically focus on the evidence we found on ‘sustainability’. In 2018, HOMIE was part of an in-depth study asking whether people’s behavior becomes more sustainable after becoming a HOMIE customer. The focus was specifically on laundry behavior. The quick answer to this question was: Yes, HOMIE customers are more sustainable: they wash less and at lower temperatures! So, what did we study and how? We interviewed new customers about how often they typically do the laundry: at which temperatures and how often. We offered them a free month of washing when becoming a HOMIE customer. After this free month, these customers would start paying per use as normal customers. We measured what happened with the laundry temperatures and number of washes per month. And the results were as follows. We saw the average number of laundry cycles dropped after introducing ‘pay per use’ from about 15 for the free month to 12 a month for the paid one and remained stable at about 12 washes a month over time – a reduction of 20%! So, of course people have a minimum number of laundry-cycles a month to keep things clean, but through HOMIE they become more conscious about filling up the machine and perhaps doing a ‘sniff test’ to see whether something needs a thorough wash or just some airing. The average washing temperature also dropped from 40.2°C to 38.1°C. As more and more laundry brands are effective at low temperatures and in some countries like Australia washing at cold temperatures is the default, HOMIE’s model helped people further in the right direction. The group who previously washed at the highest temperatures lowered their laundry temperature the most (from 46.2°C to 40.4°C). On average the HOMIE customer also washes at lower temperatures than the European customer. Colder washes also help make your clothes and colors last longer. All in all, the pay per use model seems to pay off for the customer and environment – helping to save money, energy and making clothes last longer! 

     
    
    Effortless. Sustainable. Pay-Per-Use.  +3.000 Homie users  Order your Homie      Monthly terminable after 6 months  Pricing    
    Free delivery and connection   Free moving and appliance transfer   Free replacement   App with insights         
Home appliances and products as a service
Homie provides you with appliances and products where you pay for the usage, not for the possession. We do it differently. Sustainable and flexible.
 More about us          
      
We move with you
Homie is for everyone and moves along with you. Whether you are living alone or together, are a student, retired, or have a family of four. Within our concept and offer we take into account different users and their needs. We move your Homie to your new home or transfer it to a new tenant or housemate free of charge.
 How it works         
      
Homie aims for a cleaner world
Sustainability is a catch-all term in business nowadays, but at Homie it is in our DNA. Homie Pay-Per-Use originated from academic research on sustainable business models. The delivery of a sustainable appliance is only the beginning of our impact. Via Pay-Per-Use we stimulate and reward energy-efficient washing behavior during the use phase.
 More about Pay-Per-Use         
      
Carefree washing
Laundry and fun? Mwah. Yet we make it a little more fun. With our washing machines and dryers you pay per use in combination with a monthly washing credit. The more energy-efficient the program, the lower the price. In your Homie app and account we provide insights in your usage.

No purchase costs or concerns about maintenance.
Full service including delivery, connection and repairs.
Can be canceled monthly after 6 months
Free moving service.

 View pricing         
     
Effortless, sustainable & affordable
No frills or fine print at Homie. We have clear prices and only one contract with a minimum of 6 months. You pay for your usage, we take care of the rest. Do you leave Homie within 12 months? Not very sustainable, though we understand that this may happen. Then we charge €75,- pick-up costs. Homie is the friend you can count on. Why would you look any further?
      Can be canceled monthly after 6 months.   More than 50% of the washing machines exhibit defects within 5 years.   Second hand appliances are less expensive to purchase, but often break down quickly.   Homie customers are more aware of their washing behaviour and will save on average around 25% in water and energy consumption.      
   
       Order your appliances and products on our website. 
    We deliver and connect everything for free within 3 working days.  
    We offer insights into your transactions and we stimulate sustainable usage. 
    
    Our customers What others say about Homie                  Happy Expat. We have been users of Homie for the last 1.5 years. It was simple to arrange and the service was excellent. Homie helped us notably during the period of settling in our new home and country. I would absolutely recommend.          The Pay-Per-Use service has increased my awareness of my used temperature to wash, questioning if I was able to achieve similar results at lower temperatures. I now wait a little bit longer to wash, whereas previously I washed half loads. Great concept, affordable pricing, great customer service and clear communication about pricing.          Great initiative, eco friendly, affordable, no ridiculously long contracts, website is clear and simple, customer service is fantastic. I have been using Homie for longer than a month and I have no complaints.     
                      More news  
      Effortless. Sustainable. Pay-per-use. Order your homie          
 

     
        
Preventing waste
Together with our users and partners.
Modern appliances often break down quickly and are being thrown away as soon as they do. Good, durable appliances are often very expensive and many households still use old, inefficient appliances. With our pay-per-use model you never have to buy an appliance again, whilst we stimulate sustainable and efficient appliance use and encourage manufacturers to develop long-lasting appliances.          
      
Pay-Per-Use stimulates and rewards
Homie users contribute to sustainability.
Did you know that the impact of the appliance on the environment is mainly driven by the usage? Via Pay-Per-Use we stimulate and reward sustainable appliance usage. Energy-efficient programs are cheaper than energy-inefficient programs. The Homie app provides insights in washing behavior. This makes Homie different compared to when you rent or lease a washing machine or dryer.
         
      
Clean clothes for everyone
Homie also provides its appliances to people who are having a hard time, because we believe that everyone has the right to have clean clothes. We donate washing machines to the Ontmoeting foundation. The Ontmoeting foundation was founded in 1988 in Rotterdam and helps people who are stuck to stand on their own feet again.          
     
About Homie
Homie is a young organization specialized in Pay-Per-Use services
Since 2018, we have been offering sustainable appliances though Pay-Per-Use combined with strong and personal customer service. We initially started from a sustainable ideology with a full Pay-Per-Use model. The study proved more energy-efficient washing behavior. Today we offer a Hybrid Pay-Per-Use Business model for Washing & Drying with a monthly usage minimum. The other appliances and products are provided as a service for an All-in monthly price.       We only offer energy-efficient machines with a long lifespan. We encourage manufacturers to design their appliances to be more economical, durable and easier to repair. By refurbishing and reusing our devices, they last much longer so fewer appliances need to be produced   Together with Wecycle we recycle parts and old Homie and non-Homie appliances that are no longer usable.   Research shows that our pay-per-use model nudge customers to start washing more efficiently, this way they use up to 25% less energy and water.   Besides the Pay-Per-Use service for individual households, we also focus on the shared use of white goods. In a residential complex you don't need your own washer or dryer. Sharing Homie machines is cheaper and better for the environment because fewer appliances are needed in total.   We donate Homie appliances with a still limited appliance life to social services.       
      In 2018, Dr. Nancy Bocken, Hidde-Jan Lemstra and Collin Bom co-founded Homie to prove that a pay-per-use concept could beneficial for both the user, the company and the environment                                    We have developed a tracker with which we can provide insights in washing behavior. The first pilot with washing machines in the Rotterdam region proved that our customers were saving money and energy through our pay-per-use model. Together with our partners we subsequently rolled out our pay-per-use concept throughout the Netherlands. There are now more than 3000 Homie users and we are growing steadily.    
 

Netherlands

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Homie

Homie is an online home appliances rental company, that started operating in 2018. For washing machines the customer pays per use in combination with a monthly washing credit. The pay-per-use prices depend on the chosen wash cycle, with lower temperatures and eco-friendly programmes charged at a lower price.Dishwashers and refrigerators on the other hand are charged on a fixed monthly fee only.&nbsp;

Homie: Home appliances rental with Pay-Per-Use scheme

Providing products through leasing, rental, or pay-per-use models instead of sales

Leasing, rental, pay per use

Deliver products through business models that ensure maximum value

Product business models

Homie pay per use provides energy-efficient household appliances in which you pay for the use, not the ownership. With flexible subscriptions, they offer repairs and move with you, allowing people to rent household items as a service.