Service design for small equine business : case Pirholan talli

Abstract

The purpose of this study is to create a service design for company that aims to expand its business by implementing an investment for new facilities.

The objective of this case study is to develop a functional service design for horse stable that aims to provide high-quality equine care services in South Karelia. The purpose of this project is to support the potential investment by creating realistic solutions that can be used in real world. Since the target is to use this service design in practice sometime in the future, the design should be practical and reasonable. The idea for the thesis is based on case company’s needs, as well as author’s own interest.

Qualitative research method was used for collecting and analysing the data. The research material was collected by studying literature related to the subject, and by exploring several internet sources. The information is also based on the author’s own knowledge and experience on the subject.

The work was started by creating a knowledge base that analyses the tools that were used for designing the case company’s services. The thesis also explains some concepts of equine industry, such as horse services and related business, as it is necessary for creating a solid understanding about the topic. It also addresses the current situation in the equine industry.

Case company’s new offering is represented in the case study. The study includes customer journey mapping, service design and productization, that are all used in the designing process. Together, they describe the services that the case company is providing and specifies them into separate service products.