Social Franchises and Energy
Social franchises: opportunities for Living Labs in the energy sector?
BACKGROUND/HISTORY AND CONTEXT OF THE WORKSHOP
The Energy Living Lab, an effective member of ENoLL, has developed successful methods in the energy sector, described in a recent phd thesis from Mastelic (2019). Different actors are interested to launch LLs in the energy field such as the co-organisers, Yves Zieba Business Coach for EIC (Horizon 2020, SME Instruments) and entrepreneur in Geneva (private actor), Stefano Tarantola from JRC (public research center), Giorgio Maric from the city of Lugano (public authority).
How to share the existing learning in order not to reinvent the wheel? How to develop international partnerships? How to scale a Lab from local to global? A potential answer could be the “social franchise”: “[…] a process by which the developer of a successfully tested social concept, the franchisor, in order to scale up the coverage of target group and the quality of product (service) enables others, the franchisees, to replicate the model, using the tested system, using the brand name in return for social results, system development” (Fleich, 2008).
MAIN AIM / OBJECTIVE
The main aim of the workshop is to gather the community of LLs working in the energy sector, to share best practices in the energy field and to co-design a social franchise together. The aim is also to stimulate a closer international cooperation in this sector and to accelerate the scaling of Labs from local to global.
EXPECTED OUTCOMES
BRIEF OUTLINE / METHODOLOGY
The method of the entire workshop will be based on co-design (Sanders & Stappers, 2008) and collective intelligence (Malone, Bernstein, 2015).
First, examples of LLs in the energy field will be presented such as Energy Living Lab, using the elevator pitches format for the attendants to present their labs (3 minutes per lab).
Then, a world cafe will explore the opportunity of developing a social franchise to scale the impact of this type of initiatives from local to global. The methodology is based on business model design from Osterwalder & Pigneur (2011) and on the workshop “Business Model Crash Test” for the deployment of the social franchise.
The participants will then present the result of the different tables, feedback will be given on the different presentations. The participants will have the opportunity to declare their interest in participating in the development of the social franchise in energy. A time for networking will be proposed at the end of the workshop.
Workshop Facilitators
Joëlle Mastelic
Professor at the University of Applied Sciences Western Switzerland
Joëlle Mastelic
Professor at the University of Applied Sciences Western SwitzerlandDr Joëlle Mastelic is professor at the University of Applied Sciences Western Switzerland. She has been teaching for 12 years in the fields of Business Economics and Energy and Environmental Techniques, in particular in the Energy Management major. She has also developed continuing education courses: CAS on "Sustainable Marketing" and participated in the launch of the interdisciplinary Master "New Product Development";. As a researcher, she is part of the InnoLab Unit (Entrepreneurship and Management Institute) and the Water Group (Energy and Environment Institute). Her area of expertise is innovation and marketing in the field of energy. She is in charge of the Energy Living Lab, a living laboratory whose aim is to put the user at the centre of the energy transition by co- developing innovative solutions with him. This laboratory has notably collaborated with Romande Energie, Transports Publics du Chablais and Losinger Marazzi by proposing service design approaches. It is currently working on disseminating the results by creating social franchises for the Energy Living Lab, with the support of the HES-SO strategic fund. Her publications and interventions focus on the empowerment and engagement of key stakeholders in the process of energy innovation within regional ecosystems. In terms of networking, she is part of the board of the European Network of Living Labs (ENoLL) as head of the Energy and Environment Taskforce. She is responsible for the Living Labs for Decarbonisation of Energy national program, financed by InnoSuisse, which brings together more than 20 partners, including Swiss Post and SBB, and whose aim is to develop a portfolio of innovative projects supported by InnoSuisse in the field of decarbonisation of energy. At the European level, it is an expert for the European Commission, and is collaborating in particular on the transformation of the Joint Research Center site in Ispra into a Living Lab dedicated to the energy and mobility of the future. As organizer and moderator, she has organized and facilitated numerous conferences, such as the Energy Forum on the integration of consumers in the energy transition: http://www.energyforum-vs.ch. She also moderated a workshop during the International Days of Sociology of Energy in Tours on the theme Information and support: what tools, what challenges? http://www.socio-energie2015.fr. She was the moderator of the day on Energy Transition: new roles for buildings and neighbourhoods? at the HEIG in Fribourg: http://pst-fr.com/zero-carbone. She has organised and moderated numerous participatory workshops, in particular in the framework of the international conferences Open Living Lab Days https://openlivinglabdays.com and Sustainable Energy Week https://www.eusew.eu. She has co-organised the Open Living Lab Days in Geneva with more than 500 participants and introduced by the UN office director. The participants have worked on the role of Living Labs to achieve the Sustainable Development Goals of the UN https://www.ge.ch/agenda/open-living-lab-days-2018-olld.
Stefano Tarantola
Scientific Officer at the Joint Research Centre
Stefano Tarantola
Scientific Officer at the Joint Research CentreStefano Tarantola is a Scientific Officer at the Joint Research Centre of the European Commission. He graduated in Nuclear Engineering in 1992 and received his PhD in Science and Technologies for Engineering at the Polytechnic of Milan in 1996. He works at the Directorate for Energy, Transport and Climate conducting methodological work and pre-normative research in the field interoperability of smart electricity grids and electric vehicles. He currently runs the project for developing a living lab at the JRC Ispra for testing digital energy solutions in the context of the Ispra site modernization program.