Nespresso, the renowned coffee brand, has established a successful business model that revolves around its signature coffee machines and capsules. By strategically integrating various revenue streams, Nespresso has achieved remarkable financial success and customer loyalty.
The core of Nespresso’s business model lies in the sale of coffee capsules. These capsules, meticulously designed for Nespresso machines, ensure a seamless brewing experience for customers. By generating substantial revenue from the ongoing purchase of these capsules, Nespresso has created a lucrative market niche.
In addition to coffee capsules, Nespresso also profits from the sale of coffee machines. Customers require these machines to brew the capsules, making them an essential part of Nespresso’s revenue stream. The combination of coffee machines and capsules forms the foundation of the brand’s success.
Nespresso’s commitment to customer loyalty is reinforced through its subscription service, Nespresso Club. The club provides a recurring revenue stream by offering regular deliveries of coffee capsules to its members. This personalized approach not only enhances customer satisfaction but also ensures a steady revenue stream for the brand.
Moreover, Nespresso complements its coffee machines and capsules with the sale of accessories. Milk frothers and travel mugs, among other accessories, add value to customers’ brewing experience while generating additional revenue for the brand.
Furthermore, Nespresso expands its revenue streams through licensing partnerships. By allowing other businesses to use the Nespresso brand, the company extends its market reach and influence in the coffee industry, further boosting its financial performance.
Key Takeaways:
- Nespesso’s business model revolves around the sale of coffee capsules and coffee machines, maintaining a recurring revenue stream.
- The Nespresso Club subscription service enhances customer loyalty and provides a steady revenue source.
- The sale of accessories complements the brand’s main products, adding value to customers and generating additional revenue.
- Licensing partnerships expand Nespresso’s market reach and boost its overall financial performance.
Stay tuned to learn more about the fascinating history and development of Nespresso in the next section of our comprehensive review!
History and Development of Nespresso
In 1986, Nespresso officially launched, revolutionizing the coffee industry. The brainchild of Nestlé employee Eric Favre, the company introduced the first Nespresso machine, the “C-100,” in Switzerland. It was an instant success, captivating businesses and high-end hotels with its convenient single-serve coffee capsules.
Throughout the 1990s, Nespresso expanded its focus to the consumer market, recognizing the growing demand for premium coffee experiences at home. With an array of flavors and coffee machines, Nespresso gained popularity among coffee enthusiasts and busy professionals seeking convenience without compromising quality.
Emphasizing sustainability, Nespresso launched the “Ecolaboration” program in the 2010s. Collaborating with coffee farmers, Nespresso aimed to improve sustainability practices in coffee production, ensuring the longevity and quality of their coffee while minimizing environmental impact.
Nespresso’s commitment to quality and innovation didn’t go unnoticed. The iconic actor George Clooney became the face of Nespresso in successful advertising campaigns, embodying the brand’s sophisticated and luxurious image.
Today, Nespresso is owned by Nestlé, a Swiss multinational food and beverage company, and operates as a subsidiary. With a mission “to deliver the highest quality coffee experiences that inspire individuals and communities to thrive,” Nespresso carefully selects high-quality coffee beans from various regions globally, offering a wide variety of blends and flavors to cater to different consumer preferences.
Known for their convenient and consistent coffee-making process, Nespresso machines have become a staple in households globally. Nespresso operates a global retail network, including boutiques and e-commerce platforms, enticing coffee enthusiasts, home coffee consumers, and gift shoppers alike.
Generating revenue primarily through the sales of coffee capsules and machines, Nespresso also offers a subscription service called “Nespresso Club,” ensuring regular coffee capsule deliveries to loyal customers. In addition, Nespresso sells accessories that complement their coffee machines and licenses its brand to other businesses, such as hotels and restaurants.
With a rich history of innovation and a dedication to sustainability, Nespresso continues to redefine the coffee industry, delivering exceptional coffee experiences to individuals and communities worldwide.
Global Expansion and Sustainability Initiatives
In the 2000s, Nespresso experienced a significant global expansion, establishing its presence in various international markets and opening boutiques worldwide. This strategic move allowed Nespresso to cater to a growing customer base and further solidify its position as a leader in the premium coffee industry.
As Nespresso expanded globally, the company also made sustainability a core pillar of its business strategy. Recognizing the need for eco-friendly practices in the coffee industry, Nespresso launched the Ecolaboration program. This program aims to foster sustainable coffee sourcing and promote recycling of used Nespresso capsules.
Under the Ecolaboration program, Nespresso is committed to sourcing 100% of its permanent Nespresso coffees through the Nespresso AAA Sustainable Quality™ Program by 2020. This program focuses on collaborating with coffee farmers to improve sustainability practices in coffee production. Over 80% of Nespresso’s coffee comes from AAA certified farms, where farmers are paid 30-40% above market price for their quality coffee beans.
To further reduce its overall carbon footprint, Nespresso has set ambitious targets to achieve a 10% reduction. The company has implemented sustainable agricultural practices and more energy-efficient machines, resulting in a 20% decrease in the carbon footprint of a cup of coffee. Since 2009, Nespresso consumer machines also feature a stand-by or power-off mode, reducing carbon emissions from machine use by 70%.
Moreover, Nespresso focuses on improving environmental performance in various areas, including coffee farming, machine use, business operations, and capsule recycling. The company works closely with workplaces in Australia to facilitate the recycling of used Nespresso capsules. Nespresso’s aluminum capsules that are recycled undergo a process where the aluminum is separated from residual coffee. The coffee is then transformed into compost, while the aluminum is recycled to produce new aluminum products.
These sustainability initiatives not only contribute to maintaining and attracting customers who seek environmentally responsible solutions but also align with the growing trend of businesses incorporating sustainability into their operations and decision-making processes. By championing global expansion and sustainability initiatives, Nespresso is poised to be a driving force in promoting eco-friendly sourcing and sustainable solutions in businesses worldwide.
Nespresso Sustainability Statistics
| Statistic | Value |
|---|---|
| Annual Sales | $4.5 billion |
| Market Growth | Over 20% |
| Coffee from AAA Certified Farms | Over 80% |
| Capsule Recycling Capacity (since 2009) | Increased from 25% to 80% |
| Carbon Footprint Reduction (cup of coffee) | 20% |
| Carbon Emission Reduction (machine use) | 70% |
Customer Segments
Nespresso successfully appeals to a diverse range of customer segments, catering to the unique needs and preferences of each group. By understanding the distinct requirements and desires of coffee enthusiasts, home coffee consumers, busy professionals, the hospitality industry, and gift shoppers, Nespresso has established itself as a market leader in the coffee industry.
Coffee Enthusiasts
Coffee enthusiasts, who are passionate about the art and science of coffee, form a significant customer segment for Nespresso. These individuals appreciate the finer details of coffee brewing and seek the highest-quality coffee products to elevate their beverage experience. Nespresso’s commitment to sourcing premium coffee beans and its innovative machines enable coffee enthusiasts to indulge in the finest coffee flavors from the comfort of their homes or offices.
Home Coffee Consumers
For those who enjoy the convenience and satisfaction of preparing coffee at home, Nespresso offers a range of user-friendly machines and a wide variety of coffee pod flavors. Home coffee consumers can embrace their inner barista without the need for specialized knowledge or equipment. Nespresso’s commitment to simplicity and consistency ensures that every cup tastes as delicious as the next, allowing individuals to savor their favorite coffee blends without leaving their home.
Busy Professionals
The bustling lifestyle of busy professionals often relies on coffee for a much-needed energy boost. Nespresso caters to these individuals by providing efficient, time-saving solutions for their coffee needs. The quick and intuitive operation of Nespresso machines allows busy professionals to effortlessly prepare their preferred cup of coffee, enhancing productivity and ensuring they start their day on the right note.
Hospitality Industry
In the hospitality industry, where exceptional customer service is paramount, Nespresso’s offerings have become a preferred choice. By focusing on providing high-quality coffee products, Nespresso enables hotels, restaurants, and cafes to offer a memorable coffee experience to their guests. Nespresso’s commitment to maintaining the exclusivity of its brand and fostering a strong connection between employees and the Nespresso brand enhances the overall customer experience in the hospitality sector.
Gift Shoppers
Nespresso’s wide range of coffee machines, accessories, and luxury coffee pods make it a preferred brand for gift shoppers seeking unique and thoughtful presents. The brand’s reputation for delivering excellence and its commitment to sustainability add value to the gifting experience. Whether it’s for a coffee lover’s birthday, anniversary, or any special occasion, Nespresso’s offerings make for memorable and appreciated gifts.
| Competitor | Market Share |
|---|---|
| Keurig | 53.1% |
| Tassimo | N/A |
| Dolce Gusto | N/A |
| Senseo | N/A |
Table: Market Share of Coffee Pod Competitors in the U.S. (2023)
Value Propositions
Nespresso differentiates itself in the coffee market by offering a range of value propositions that cater to the diverse preferences and needs of its customers.
High-Quality Coffee Experiences
Nespresso is synonymous with high-quality coffee. With a focus on taste, Nespresso meticulously sources premium coffee beans from around the world, ensuring a consistently delightful and aromatic cup of coffee. Each coffee blend is carefully crafted to deliver a rich and satisfying experience for coffee enthusiasts.
Convenience
Nespresso revolutionized the coffee industry by introducing the concept of single-serve capsules. These convenient coffee pods eliminate the need for measuring and grinding coffee, providing a hassle-free brewing experience. With a Nespresso machine, anyone can brew a perfect cup of coffee at the touch of a button, saving time and effort for busy professionals and coffee lovers on the go.
Variety of Coffee Blends
At Nespresso, coffee lovers are spoiled for choice with an extensive selection of coffee blends and flavors. From intense and full-bodied to mild and delicate, Nespresso offers a diverse range of options to cater to individual taste preferences. With regular limited-edition releases, customers can discover new and exciting coffee experiences throughout the year.
Personalized Service
Nespresso goes beyond just selling coffee and machines. The Nespresso Club is a personalized service that offers exclusive benefits to its members. From early access to new releases and personalized recommendations to expert coffee advice and recycling programs, the Nespresso Club provides a tailored experience that enhances the overall coffee journey for customers.
With these value propositions, Nespresso has successfully created a market that did not exist before. By focusing on taste, price, style, and convenience, Nespresso has positioned itself as a brand that offers sophistication and quality at an affordable 80-cent price point. This unique combination has solidified Nespresso’s position as a leader in the coffee industry, leaving its competitors struggling to compete without a compelling value proposition like Nespresso’s.
Revenue Streams
Nespresso adopts a multi-faceted approach to generate revenue, leveraging its unique business model and strategic initiatives. The company’s revenue streams encompass various aspects of its operations, including coffee capsules sales, coffee machine sales, subscription service, accessories sales, and licensing.
As a cornerstone of its business, Nespresso’s coffee capsules sales contribute significantly to its revenue. The company offers a wide range of premium coffee capsules that are compatible exclusively with Nespresso machines. With an international retail network of over 450 exclusive boutiques worldwide, Nespresso has established a strong presence in the coffee market. In fact, Nespresso reported a turnover of over USD$6.3 billion in 2020, indicating a 7% increase from the previous year.
In addition to coffee capsules, Nespresso also generates revenue through coffee machine sales. The company strategically sells its coffee machines as a loss leader, focusing on long-term profitability through pod sales. By positioning itself as a luxury brand, Nespresso attracts customers seeking high-quality coffee experiences. Starting at just $0.73 per pod, Nespresso’s pods are priced competitively, positioning them as a premium product compared to competitors like Lavazza.
Nespresso further enhances its revenue through a subscription service called Nespresso Club. This service allows customers to enjoy benefits such as discounts and free delivery by subscribing to receive regular shipments of coffee pods. Nespresso’s recurring revenue model ensures customer loyalty and a steady stream of sales.
The company also capitalizes on the market demand for accessories that complement their coffee machines. Nespresso offers a range of accessories such as milk frothers, cups, and storage solutions, further diversifying its revenue streams.
Furthermore, Nespresso leverages its brand strength through licensing agreements with other businesses. By licensing its brand, Nespresso expands its reach and generates additional revenue from partnerships and collaborations.
Overall, Nespresso’s revenue streams are robust and well-diversified, enabling the company to maintain its position as a global leader in the coffee industry. Through its innovative approach and commitment to quality, Nespresso continues to drive sales and meet the evolving demands of its discerning customers.
Innovation and Product Differentiation
Nespresso is known for its continuous innovation and product differentiation, keeping customers engaged with new and exciting coffee flavors. The brand’s commitment to innovation ensures that customers have access to a diverse range of options and experiences.
Nespresso’s innovative approach includes the introduction of limited edition flavors and seasonal batches, offering customers the opportunity to try new and unique products. This strategy not only keeps customers interested but also creates a sense of exclusivity and excitement around the brand.
Another key aspect of Nespresso’s product differentiation is its focus on quality. Nespresso positions itself as a luxury, high-end brand, offering premium coffee pods at prices starting from $0.73 each. The brand’s commitment to quality is evident in its meticulous selection of coffee beans and the attention to detail in the roasting and packaging process.
In terms of branding and positioning, Nespresso strategically targets a specific segment of coffee aficionados who are willing to pay a premium for exceptional coffee. The brand’s luxurious packaging, sleek machine design, and high-quality imagery across marketing channels emphasize the premium nature of their coffee pods, further enhancing their luxury positioning.
Compared to competitors like Lavazza, Nespresso maintains higher pod prices, underscoring its positioning as a premium coffee brand. The brand’s higher price points contribute to the perception of exclusivity and superior quality associated with Nespresso products.
| Nespresso’s Product Differentiation Strategy | Statistics |
|---|---|
| Luxurious packaging | Nespresso offers 22 different types of capsules under the Grand Crus range |
| Sleek design | Nespresso machines are available in 40 different versions |
| Quality focus | Nespresso has nine Espressos, three Lungos, four pure origins, four decaffeinated, and three flavored variation capsules in its basic range |
| Premium branding | Nespresso charges between $0.60 and $1 per capsule, translating to a price premium of about 970 percent compared to another premium brand |
Overall, Nespresso’s commitment to innovation, new coffee flavors, quality differentiation, and luxury positioning has helped the brand establish itself as a leader in the coffee industry, attracting discerning customers who appreciate exceptional coffee experiences.
Direct-to-Consumer Model and Distribution Channels
Nespresso employs a comprehensive direct-to-consumer strategy, leveraging a global retail network to connect with customers and ensure a seamless shopping experience. The company restricts the distribution of its coffee and espresso capsules to its own stores, website, and retail partner Amazon. This approach allows Nespresso to maintain control over the entire customer journey, from product discovery to purchase.
One of the key advantages of this model is the extensive direct interaction between Nespresso and its customers. This direct engagement establishes a strong bond with Nespresso owners, who interact with the brand at a higher rate compared to industry averages. This valuable connection provides Nespresso with significant customer data, enabling personalized marketing efforts such as email segmentation and customer relationship management (CRM).
Nespresso’s distribution strategy extends beyond physical retail stores. The company also operates an e-commerce platform that enables customers worldwide to conveniently purchase their favorite Nespresso products. This online presence ensures accessibility and convenience for customers, regardless of their geographical location. Additionally, Nespresso recognizes the importance of a seamless digital experience and is actively working to improve its web interface and functionality to enhance customer satisfaction.
Amidst the rapidly evolving digital landscape, the Nespresso app designed for this product category falls short in terms of value according to analysis. However, efforts are underway to enhance its functionality, ensuring that customers can fully enjoy the benefits and convenience of this mobile platform.
When it comes to shipping, Nespresso has set an order threshold of 200 capsules, valued at approximately $150, for free shipping. Orders below 50 capsules do not qualify for shipping. These shipping policies incentivize customers to purchase larger quantities, fostering customer loyalty and increasing the average order value.
Nespresso’s global retail network, which spans over 800 stores worldwide, plays a crucial role in establishing the brand as one of the most prominent premium coffee brands on a global scale. These Nespresso boutiques not only serve as hubs for purchasing products but also act as experiential destinations. By incorporating feedback and insights gathered from these physical stores, Nespresso continually adapts its product offerings and store strategies based on the preferences of its customers.
Furthermore, Nespresso has strategically expanded its presence by opening concept stores in key global cities like Toronto, Amsterdam, Sydney, and Hong Kong. This expansion into new markets underscores the brand’s commitment to reaching a wider audience and catering to the evolving demands of global coffee enthusiasts.
To evaluate market reactions and ensure a meticulous approach to innovation testing, Nespresso introduced its home compostable capsules in select boutiques across France and Switzerland. This preliminary testing allows Nespresso to gauge customer acceptance and fine-tune its sustainable innovation before potential further distribution.
Despite the digital revolution, Nespresso firmly believes in the continued importance of physical retail. The brand places significant emphasis on creating immersive customer experiences through its boutiques, as demonstrated by its commitment to enhancing in-store customer experiences. This aligns with the wider trend in the retail industry, where 94% of retailers planned to enhance their in-store customer experiences in a particular year.
Nespresso’s Direct-to-Consumer Model and Distribution Channels – Key Points:
- Nespresso limits capsule distribution to its own stores, website, and Amazon.
- The company enjoys above-average customer interaction due to its direct-to-consumer strategy.
- Nespresso aims to improve its digital experience, recognizing the need for enhanced web functionality.
- The Nespresso app, while relevant, is currently undergoing improvements to deliver greater value.
- There is a shipping threshold of 200 capsules for free shipping and a minimum order requirement of 50 capsules for shipping eligibility.
- Direct interaction with customers provides Nespresso with valuable data for personalized marketing efforts.
- Over 800 Nespresso stores globally contribute to showcasing the brand as a premium coffee leader.
- Nespresso incorporates feedback from physical stores into its product and store strategies.
- The brand strategically expands its presence through concept stores in key markets.
- Market testing in select boutiques enables Nespresso to refine its innovative products.
- Physical retail remains crucial to Nespresso’s strategy in creating immersive customer experiences.
Marketing and Branding
Nespresso, a leading player in the coffee industry, understands the importance of effective marketing and branding strategies in capturing the attention of its target audience and standing out from competitors. With its focus on creating a luxurious and sophisticated coffee experience, Nespresso has successfully positioned itself as a premium brand that caters to the discerning coffee connoisseur.
One of the key elements of Nespresso’s marketing efforts is brand collaboration. By partnering with renowned figures such as Hollywood actor George Clooney, Nespresso has been able to reach a wider audience and enhance its brand image. The association with George Clooney brings a sense of elegance and sophistication to Nespresso, appealing to customers who value high-quality and premium experiences.
In addition to celebrity endorsements, Nespresso also leverages digital marketing channels to connect with its target market. Social media platforms like Instagram, Facebook, and Twitter provide a platform for Nespresso to engage with young consumers and showcase its products in an aesthetically pleasing way. This enables the brand to build a community of coffee enthusiasts and strengthen its brand presence among tech-savvy millennials and Gen Z consumers.
Digital marketing offers a cost-effective alternative to traditional advertising methods, allowing Nespresso to maximize its marketing budget and reach a wider audience. Through online advertising, Nespresso can raise awareness about its products and drive traffic to its e-commerce site, leading to increased sales and brand exposure.
Moreover, Nespresso’s commitment to sustainability aligns with the values of today’s environmentally conscious consumers. The brand’s emphasis on recyclability and responsible sourcing resonates with millennials and Gen Z who prioritize social and environmental responsibility. By incorporating sustainability into its marketing messaging, Nespresso differentiates itself from competitors and appeals to a growing segment of eco-conscious coffee drinkers.
Overall, Nespresso’s marketing and branding efforts have been instrumental in establishing its position as a premium coffee brand. By collaborating with influential figures, utilizing digital marketing channels, and aligning with sustainability goals, Nespresso continues to attract and retain customers who appreciate the luxurious and sophisticated coffee experience it offers.
Nespresso Business Model Canvas
The Nespresso business model encompasses various key elements that contribute to its success and growth. These elements include coffee machines, coffee sourcing and production, infrastructure for pod manufacturing, brand development, and fulfillment.
One of the core components of the Nespresso business model is its focus on building strong relationships with coffee suppliers. Nespresso sources coffee beans sustainably from regions like Brazil, Guatemala, and Colombia to ensure high-quality and ethically produced coffee. In 2010, Nespresso paid over 75% of the export value directly to farmers, resulting in 40,000 producers supplying 60% of Nespresso’s coffee.
The AAA Sustainable Quality™ Program plays a critical role in the Nespresso business model. The program targets the purchase of coffee under specific sustainability criteria, aiming to support farmers and promote environmentally friendly practices. In 2013, Nespresso planned to buy 1.3 million bags of coffee within the AAA program, which accounted for 80% of its requirements.
By participating in the AAA program, farmers receive fair compensation for their coffee. The program ensures that farmers within it are paid a premium price, typically 30-40% above regular quality coffee prices at the NY Stock Exchange and 10-15% above top-quality coffee prices. An impact assessment report by the IFC revealed that farmers’ club incomes were 27% higher compared to those outside the program in Mexico and Guatemala.
Another essential aspect of the Nespresso business model is its direct-to-consumer approach. This approach allows Nespresso to sell its products directly to customers, bypassing traditional retail channels. Currently, approximately 70% of Nespresso’s employees belong to the sales force, highlighting the significance of direct customer engagement within the company.
Nespresso has experienced remarkable growth over the years, with revenues of over Euro 2.4 billion in 2010. The company’s business model shows a year-on-year growth rate of around 25%, making it the fastest growing division at Nestlé. Expanding its presence to more than 76 countries, Nespresso now operates over 700 boutiques and employs more than 13,500 people globally.
| Key Elements | Statistics/Insights |
|---|---|
| Coffee Machines | Nespresso machines have won design awards for usability and use only 1-2% of the world’s best green coffee. |
| Coffee Sourcing and Production | Nespresso sources coffee sustainably from Brazil, Guatemala, and Colombia. |
| Infrastructure for Pod Manufacturing | – |
| Brand Development | A phrase under Nespresso’s logo translates to “The body and soul of coffee,” encapsulating the brand’s essence and customer experience focus. |
| Fulfillment | – |
Conclusion
The Nespresso Business Model has proven to be a groundbreaking success, propelling the brand to new heights in the coffee industry. With its innovative approach of selling coffee machines and capsules, Nespresso has created a unique value proposition for coffee enthusiasts, home consumers, and professionals seeking quality and convenience.
Through global expansion, Nespresso has reached customers in 64 countries, with 450 boutiques spreading across 58 countries. This extensive presence has contributed to the brand’s estimated revenues of $4.5 billion USD in 2015. The company’s commitment to sustainability and environmental responsibility is evident through its recycling system introduced in 1991 and ongoing initiatives to improve its environmental performance.
Nespresso has continuously distinguished itself through its relentless focus on innovation, as evidenced by the 1,700 patents protecting its system. The brand has also adapted to regional preferences, launching its VertuoLine machines and pods in Canada and the US to cater to the North American market’s preference for larger cups of coffee.
By leveraging customer relationships through the Nespresso Club, personalized services, and special offers, Nespresso has solidified its position as a leading premium coffee brand. The success of the Nespresso Business Model has even inspired Nestlé to experiment with B2C e-commerce in China, using Nespresso as a shining example.
FAQ
What is the Nespresso business model?
The Nespresso business model follows the razor-razorblade model, where the coffee machines (razor) are sold at an affordable price, while the proprietary coffee capsules (razorblades) are sold at a higher price.
When was Nespresso launched?
Nespresso was launched in 1986.
What are some of Nespresso’s sustainability initiatives?
Nespresso has launched the Ecolaboration program, which focuses on eco-friendly coffee sourcing and recycling of used coffee capsules. Nespresso collaborates with coffee farmers to improve sustainability practices in coffee production.
Who are Nespresso’s customer segments?
Nespresso caters to coffee enthusiasts, home coffee consumers, busy professionals, the hospitality industry, and gift shoppers.
What are Nespresso’s value propositions?
Nespresso delivers high-quality coffee experiences, convenience through single-serve capsules and user-friendly machines, a wide variety of coffee blends and flavors, and personalized service through the Nespresso Club.
How does Nespresso generate revenue?
Nespresso generates revenue primarily through the sales of coffee capsules and coffee machines. They also offer a subscription service called Nespresso Club, sell accessories that complement their coffee machines, and license their brand to other businesses.
How does Nespresso differentiate itself from other coffee brands?
Nespresso differentiates itself through product innovation, regularly introducing new coffee flavors and origin roasts. The brand also focuses on quality differentiation, positioning itself as a luxury, high-end coffee brand.
What is Nespresso’s distribution strategy?
Nespresso adopts a direct-to-consumer strategy, operating a global retail network that includes Nespresso boutiques and stores. They also sell their products through e-commerce platforms.
How does Nespresso market and establish its brand?
Nespresso invests in marketing and branding efforts. They collaborate with well-known personalities, including actor George Clooney, in successful advertising campaigns to reinforce the image of Nespresso as a luxurious and sophisticated coffee choice.
What are the elements of the Nespresso Business Model Canvas?
The Nespresso Business Model Canvas consists of several key elements, including coffee machines, coffee, infrastructure for pod production, brand, and fulfillment.