TOMS
CSU2 Portfolio
Names & Student numbers:
Group Number: 7
Date of Submission: 21.01.2021
Lecturer: P. Schiphof
Word count: 2,598
, CSU2 Portfolio
Table of Contents
1. INTRODUCTION ___________________________________________________________________________ 2
1.1 PURPOSE OF THE REPORT ____________________________________________________________________ 2
1.2 WHY ANALYZE TOMS? _____________________________________________________________________ 2
1.3 INTRODUCTION TO TOMS ___________________________________________________________________ 2
2. INTERNET NBM SEARCH ____________________________________________________________________ 3
3. NBM SCREENING __________________________________________________________________________ 4
4. METHODOLOGY __________________________________________________________________________ 8
5. CASE DESCRIPTION ________________________________________________________________________ 9
5.1 INTRODUCTION ___________________________________________________________________________ 9
5.2 PRINCIPLES ______________________________________________________________________________ 9
5.3 DESIGN _______________________________________________________________________________ 10
5.4 VALUE PROPOSITION ______________________________________________________________________ 11
5.5 COMMUNITY____________________________________________________________________________ 11
5.6 VALUE REALIZATION _______________________________________________________________________ 11
5.7 CONCLUSIONS ___________________________________________________________________________ 12
6. CONCLUSION & REFLECTION _______________________________________________________________ 14
REFERENCE LIST ______________________________________________________________________________ 15
APPENDIX I – POSTER PRESENTATION ____________________________________________________________ 17
1
, CSU2 Portfolio
1. Introduction
1.1 Purpose of the report
The purpose of this particular report is to understand the New Business Model concept and provide
an analysis of a New Business Model. In this report, we will analyze the New Business Model of
the company TOMS. In order to provide an analysis of TOMS secondary research was conducted.
The outcomes of the secondary research are analyzed and summarized in a case description. In
order to determine whether TOMS is a New Business Model a conclusion is drawn based on the
NBM checklist and the case description.
In order to focus the report, the following research question has been created: “How is TOMS
using their Business Model in order to improve the lives of people around the world?”
1.2 Why analyze TOMS?
We first decided to hold a brainstorming session about which new business models we found
interesting to write the CSU2 portfolio about. We came up with several new business models, but
the TOMS business model really caught our attention, and the more research we did on the
business model, the more excited we became. We were truly amazed at the actions TOMS is taking
to improve the lives of people around the world, which is why we decided to write the CSU2
portfolio about TOMS.
1.3 Introduction to TOMS
The idea of TOMS shoes started in 2006 when founder Blake Mycoskie went on a trip to
Argentina. During his journey, Blake Mycoskie saw the hardships the children faced; lack of
access to shoes, lack of basic protection, and inability to attend school (“Blake Mycoskie”, n.d.
Blake Mycoskie's experience is the foundation of TOMS 'business model; One by one, which
means that for every pair of shoes purchased from TOMS, TOMS will donate a new pair of shoes
to people who live in communities where people are dealing with foot infections, injuries or
illnesses. Blake Mycoskie realized, however, that TOMS could do more and that's when TOMS
expanded its business model by not only giving away shoes but also offering cost-effective eye
treatments, helping organizations deliver safe, long-term water solutions, and providing impact
grants to address regional and global issues (“TOMS Official Site”, n.d) (“Blake Mycoskie”, n.d).
2
CSU2 Portfolio
Names & Student numbers:
Group Number: 7
Date of Submission: 21.01.2021
Lecturer: P. Schiphof
Word count: 2,598
, CSU2 Portfolio
Table of Contents
1. INTRODUCTION ___________________________________________________________________________ 2
1.1 PURPOSE OF THE REPORT ____________________________________________________________________ 2
1.2 WHY ANALYZE TOMS? _____________________________________________________________________ 2
1.3 INTRODUCTION TO TOMS ___________________________________________________________________ 2
2. INTERNET NBM SEARCH ____________________________________________________________________ 3
3. NBM SCREENING __________________________________________________________________________ 4
4. METHODOLOGY __________________________________________________________________________ 8
5. CASE DESCRIPTION ________________________________________________________________________ 9
5.1 INTRODUCTION ___________________________________________________________________________ 9
5.2 PRINCIPLES ______________________________________________________________________________ 9
5.3 DESIGN _______________________________________________________________________________ 10
5.4 VALUE PROPOSITION ______________________________________________________________________ 11
5.5 COMMUNITY____________________________________________________________________________ 11
5.6 VALUE REALIZATION _______________________________________________________________________ 11
5.7 CONCLUSIONS ___________________________________________________________________________ 12
6. CONCLUSION & REFLECTION _______________________________________________________________ 14
REFERENCE LIST ______________________________________________________________________________ 15
APPENDIX I – POSTER PRESENTATION ____________________________________________________________ 17
1
, CSU2 Portfolio
1. Introduction
1.1 Purpose of the report
The purpose of this particular report is to understand the New Business Model concept and provide
an analysis of a New Business Model. In this report, we will analyze the New Business Model of
the company TOMS. In order to provide an analysis of TOMS secondary research was conducted.
The outcomes of the secondary research are analyzed and summarized in a case description. In
order to determine whether TOMS is a New Business Model a conclusion is drawn based on the
NBM checklist and the case description.
In order to focus the report, the following research question has been created: “How is TOMS
using their Business Model in order to improve the lives of people around the world?”
1.2 Why analyze TOMS?
We first decided to hold a brainstorming session about which new business models we found
interesting to write the CSU2 portfolio about. We came up with several new business models, but
the TOMS business model really caught our attention, and the more research we did on the
business model, the more excited we became. We were truly amazed at the actions TOMS is taking
to improve the lives of people around the world, which is why we decided to write the CSU2
portfolio about TOMS.
1.3 Introduction to TOMS
The idea of TOMS shoes started in 2006 when founder Blake Mycoskie went on a trip to
Argentina. During his journey, Blake Mycoskie saw the hardships the children faced; lack of
access to shoes, lack of basic protection, and inability to attend school (“Blake Mycoskie”, n.d.
Blake Mycoskie's experience is the foundation of TOMS 'business model; One by one, which
means that for every pair of shoes purchased from TOMS, TOMS will donate a new pair of shoes
to people who live in communities where people are dealing with foot infections, injuries or
illnesses. Blake Mycoskie realized, however, that TOMS could do more and that's when TOMS
expanded its business model by not only giving away shoes but also offering cost-effective eye
treatments, helping organizations deliver safe, long-term water solutions, and providing impact
grants to address regional and global issues (“TOMS Official Site”, n.d) (“Blake Mycoskie”, n.d).
2
