Ikea Tetris

Business Model Innovation and Go-to-Market Design for Affordable Living in Europe

Developed during the Corporate Innovation course, this project focused on how IKEA could enter the modular housing market in Europe by addressing the growing issue of housing affordability. We proposed a business model built on IKEA’s core strengths: affordability, supply chain efficiency, and design; to launch a scalable and sustainable housing solution. The strategy included market analysis, pricing tiers, monetization models, and a phased launch plan supported by funding scenarios and strategic partnerships.
I contributed to the go-to-market strategy, product positioning, and customer segmentation, aligning design thinking with operational feasibility.