Disrupting UAE’s

Circular Economy
A Diverse and Motivated Team of Young Professionals

Team
We’re a multi-disciplinary mix
of graduate students with a
passion in consulting and MS. Public Policy MSc. Data Analytics MSc. Data Analytics
Penny Wang Priscilla Mannuel Hannah Wishartz
driving innovation.

Our background spans

industries and countries but is
universally anchored to the
creation of knowledge and
relentless drive to make
meaningful change.

MA. Social Science MA. Social Science MS. Public Policy

Ben Hooker DongHai Yu Maryiam
Agenda

1. Industry Analysis 2. Competitor Analysis 6. Consumer Analysis

1a. Innovation Landscape 3. Prioritized Business Trends 7. Challenge Overview

1b. Industry Landscape 4. Adjacency Analysis 8. Idea Clusters

1c. Market Trends 5. Value Chain Analysis

 Executive Summary
Market Drivers & Challenges Trend Analysis Competition

Linear economy has dire
limitations.
Transitions into circular
economies has business
and societal advantages.
Resulting to the rise of
circular innovations.
Circular economy is the
new ideal - a $4.5 trillion
business opportunity.
Drivers:
● Scarce resources
● Competitive
advantageous
● Conscious consumers
Challenges:
● High Cost
● Lack of knowledge
● Lack of Infrastructure
● Poor network
● Non-conducive
environment
Countries and free zones Europe
are adopting circular ● Denmark
mindset. ● Netherlands
● Sweden
Rise of circular policies
UK
and forums.
India
China
Funding towards circular
Japan
economy innovations -
incubators & awards.
Each country has policies,
free trade zones, and unique
5 emerging circular
infrastructures facilitating
business models.
circular economies.
Challenge Overview

Facilitating Circular Economy Creates Economical and Societal Benefits

for UAE

By adopting a Circular Economy, UAE can jump to the forefront of economic growth and
Idea secure first to market benefits, reduce energy consumption, reduce greenhouse emission,
and be an innovation driver tapping into potentially exponential revenue.

Position UAE as a major hub within the Circular Economy. Need to improve upon current
Challenge environment attracts circular businesses and let them thrive in UAE.
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flow or add value can take the form of:
Infrastructure Physical, Market, Financial and Regulatory

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Incentivize business in the following sectors to set-up in UAE:
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Knowledge, Design, Finance, Value Addition and Logistics.
Challenge Goals

“UAE as the Premier Hub in the Circular

Economy”
Create The Perfect Environment Drive Innovation
1 _________ 3 _________

Identify key features that will successfully Identify business concepts within each sector
attract circular economy and determine room (new & old) that could propel UAE to the
for improvements. forefront of Circular Economy.

Incentivize Sectors Innovate Infrastructure

2 _________ 4 _________

Identify (new + current) companies and Identify potential circular infrastructure in

incentives to support circular business models UAE such as physical, market, financial and
within the knowledge, design, finance, value regulatory, to facilitate the goals.
addition and logistics sectors.
Industry Analysis - Market Trends

World-class Companies Have a Clear Case to Transition into

Circular Economy and Urgency for Innovation
Global Emerging Trends Changing Consumer Needs

1. Sustainability and resilience 1. Conscious consumers

2. Resource and Waste Management 2. Interest in using brands that promote
3. Sharing Economy social well-being
4. Linear to non-linear production 3. Don’t want to harm the planet
5. Global concern for global warming and 4. Power of “Pure materials”
limited resources

1. Internet of Things
1. Countries adopting circular mindset 2. The power of Big Data
2. Award winning special free trade zones: 3. Ease of Globalization
a. Shanghai, Africa, Europe 4. Progress in renewable materials and
b. Specialize in cradle to cradle innovative infrastructure
manufacturing & clean energy 5. Rise of 3D printing
industries

Changing Competitive Dynamics Changing Capabilities

Industry Analysis - Innovation Landscape

Circular Companies and Movements are Emerging in Every Region

Propelled by Huge Potential for Global Economic Growth.

1st 3
2nd China
Western
USA
EU
4
India

The Big Players We mapped and surveyed 60+ leading/award-winning companies in circular
economy
01 | Denmark
1. Rubicon | USA | Connects customers directly with independent waste haulers and save them millions
02 | The Netherlands 2. Banyan Nation | India | A plastics recycling company driving a more formal industry
03 | Scotland 3. Bureo | USA | Turning ocean plastic and fishing nets into premium products
4. InStock |Netherlands | A restaurant chain using surplus food for their menus
04 | Sweden 5. Toast Ale | UK | Social enterprise using surplus bread to brew beer
6. Vigga | Denmark | Children and mothers clothing subscription service
05 | USA 7. Yerdle Recommerce | USA | Enabling fashion companies to buy back and resell clothing
8. Timberland | USA | Recycling tire rubber into soles for shoes
Industry Analysis - Market Trends

Pivotal Trends are Driving Movements Towards a Circular Economy

Resource
Scarcity

Community
Urbanization
Reliance

Empowered
Rise of the
Consumers
Sharing Economy
Competitor Analysis

Usual Competitors Unusual Competitors

Competition From Fellow Watch Out for Emerging

FTZ
Countries across the world are developing strategies for
moving to a circular economy. Other *award winning
Free Trade Zones (FTZ) are setting up the perfect
environment to attract circular innovation.
FTZ
With network and the sharing economy being major
driving forces within the circular economy, new FTZ and
initiative connecting regions should be monitored.

0
0
Waigaoqiao
Shanghai, CN 3 China’s One New Belt Initiative

2
Europe
Zona Franca Asia
Sant. Tanger Med Zone
Columbia Morocco E1 | Kaunas Free Eco Zone, Lithuania

E2 | Mauritius Free Port, Mauritius

Prioritized Business Trend

Emerging Business Trends Predict How Companies are

Implementing Circular Economy

Five Directions for Circular Business Model Designs

Circular Supplies Resource Product Life Sharing Product as a

Recovery Extension Platforms Service
Supply renewable or Eliminate material Extend the current life Stimulate Products are used by
recyclable resource to leakage and maximize cycle of a product: collaboration among one or many
support circular economic value of repair, upgrade or product users. customers by lease or
production product return flow. resell pay-per-use.
Value Chain Analysis

Develop Disruptive Infrastructures to Facilitate

Creation and Transition of Business Towards Circular Economy
Adjacency Analysis

Example of Circular Economy Disruptions:

Companies and Countries are Making the Move

Disruptive movements powered

by countries and organizations:
Circular Resource Product as Product Life Sharing 01 | Policies and laws
Supplies Recovery Service Extension Platform
02 | Global conference

03 | New univ. programs

Companies 04 | Circular incubators

05 | Competition and awards

06 | Unique infrastructures
“Biomass Balance Big data platform Product leasing Battery leasing to E-market for
Method” to replace connecting with maintenance, lengthen life of manufacturing by-
fossil fuels in customers refurbishment, and electric car fleet products reduces
Description production process directly with resource recovery waste and
independent built in maximizes
waste haulers inventory

By implementing circular business models, these companies have addressed a

global need and position themselves as a global player.
Key Insights
These companies put their based countries on the map and generate revenue
towards the circular economy.
Consumer Analysis

We Identify Factors that Make or Break Circular Businesses so UAE

Can See How it Can Distinguish Itself as the Ideal Hub for Circular Economy.

Area of Circular practices in business:

Restrictions of given location: Incentives of a Free Trade Zone (FTZ)

1. Lack of knowledge for implementation 1. Ease of doing business

(e.g. taxes, legal framework)
2. High cost, high tax rates and stringent regulation is
especially restrictive for new circular practices 1. Access to unique Infrastructure
(e.g. state-of-the-art port facilities, emerging manufacturing)
3. Lack of funding and investor interest
1. Access to adjacent industries
(e.g. manufacturing, IT, business/financial services)
4. No access to circular resources or sharing economy
1. Quality of Life
5. No technology to allow materialization of idea
(e.g. smart cities, world class entertainment)
6. Scattered network of talent, labour and resources adds
logistical barrier to innovation 1. Visionary Leadership
(e.g. political stability, policies that support mission)
Idea Clusters
Business Opportunity Map Identifies Potential Hotspots
Green Community 01
The first step of circular innovation starts from the
right innovators. Ensuring that UAE’s smart city
embraces green living and circular principles will
help keep the right people in UAE.
Waste Digestion
Absorb wastes that were go to landfills to waste
digestion and recycling base, using scale-
economic price which is lower than local landfills
plus transportation. e.g. Dubai’s world largest
waste to energy plant
Hub of Knowledge
A big barrier to circular innovation is that many
businesses and their CEO lack understanding of
implementation. UAE could be home to global
circular conference to gather valuable intel.
Set a circular vision
Align policies and ensure criterias of accepted
business applications to fit circular economy and
enable these to be publicly clear and accessible.
Start small and scale
Encourage creation of circular start-ups by
creating circular incubators and global
competition that grant winners a base at UAE
Platform for circular data
Apart from physical circular economy, the trading
data should also be recycled and shared to
everyone. Leverage UAE’s tech prowess to create
a transparent platform to share of data and lead
the world.
Overview of UAE Trade Flow
Appendix

“Circular economy is fundamentally about

using our resources in such a way that they
are kept in circulation.”
Appendix

Spreadsheet of Surveyed Leading

Circular Companies
Appendix

The
Circular
Economy

Traditional linear consumption

is reaching its limits.