Living PlanIT

Posted: 13 Jun 2010

See all articles by Robert G. Eccles

Robert G. Eccles

University of Oxford - Said Business School

Amy C. Edmondson

Harvard University - Technology & Operations Management Unit

Susan Thyne

Harvard Business School

Tiona Zuzul

Harvard Business School

Date Written: March 22, 2010

Abstract

Living PlanIT is a start-up company that has developed a new, innovative business model for sustainable urbanization. This model reflects the software and technology backgrounds of its founders, Steve Lewis and Malcolm Hutchinson, and is in vivid contrast to other models for green or smart cities that are variations on a massive real estate development project. The main economic engine driving Living PlanIT's model is a partner channel strategy adopted from the high technology industry. The case shows how the Living PlanIT business model has evolved from the original vision of Lewis and Hutchinson to radically transform the construction industry to a go-to-market partnership model using the real estate as a "showroom" for evolving sustainable urban technology - a $3 trillion global market over the next 20 years. Living PlanIT is developing its first project, a new city called PlanIT Valley, outside of Porto, Portugal. The company has clarified its vision and is moving into the implementation phase, which involves fund-raising, signing up channel partners, and negotiating various issues with the Portuguese government for its pilot project. Success in PlanIT Valley will translate into a strong market position as global population and demand for new cities increases, particularly in developing countries such as China and India.

Suggested Citation

Eccles, Robert G. and Edmondson, Amy C. and Thyne, Susan and Zuzul, Tiona, Living PlanIT (March 22, 2010). HBS Case No. 410-081; Harvard Business School Organizational Behavior Unit; Harvard Business School Technology & Operations Mgt. Unit. Available at SSRN: https://ssrn.com/abstract=1623860

Robert G. Eccles (Contact Author)

University of Oxford - Said Business School ( email )

Park End Street
Oxford, OX1 1HP
Great Britain

Amy C. Edmondson

Harvard University - Technology & Operations Management Unit ( email )

Boston, MA 02163
United States

Susan Thyne

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Tiona Zuzul

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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