Early Bird

December 21, 2014

Deadline
January 18, 2015

DESIGN THE FUTURE TRAVEL EXPERIENCE

Can you make trains the first-hand choice for travelers in 2025? Help SJ
with smart solutions to create an even more attractive travel experience!
The key to sustainable travelling is encouraging more people to choose the train
instead of the car, bus or plane. In 2025, cities will be larger and people will travel
more often and longer distances simply put, travelling becomes a larger feature of
everyday life. Thereby, demands increase on journeys to provide more flexibility,
simplicity and better opportunities for valuable use of time. These developments
make it more important for SJ, the largest train operator in Sweden, to offer an
attractive travel experience from door to door.
The management team at SJ is looking toward the future and wants to create a vision
for the train journey in 2025. Your task is to help them improve SJs offering by
developing smart solutions for service, technology and collaborations. Take this
chance to contribute toward sustainable traveling!
This competition is presented by Sustainergies, a Swedish career platform for students
interested in sustainability and CSR. Anyone can join the network for free.

Early Bird
December 21, 2014

Deadline
January 18, 2015

You have a fantastic opportunity to test your creativity and solve a real
challenge by competing with SJ. Get to know the company and think
about practical examples from your own experiences. This is your
opportunity to make an impact!

Case framework
From steam locomotives to high-speed trains
More than 150 years have passed since the very first train of Statens Jrnvgar (the
Swedish State Railways) departed Gothenburg Central surrounded by pomp and
circumstance for the journey to Jonsered. Excited passengers witnessed on their arrival
about how they had been hurled in speeds of 30 kilometers per hour. The maiden journey
signaled the start of a transformative process in Sweden where villages grew into cities,
workshops into factories, and the people gained a new feeling of togetherness. Trains
supplied the growing industries with raw materials and transported the manufactured goods
across the world, but the railway also enabled people to travel.
Obviously many things have changed since the 19th century. SJ is today a modern travel
enterprise and railroads remain a contemporary mode of transportation with trains travelling
at speeds of 200 kilometers per hour. Despite inventions such as the car, bus and airplane,
the train often remains the most comfortable mode of transportation with the smallest
environmental impact.
SJ is fully owned by the Swedish State with the objective to be a sustainable rail operator in
Sweden. It is also the largest rail operator in Sweden with 100.000 passengers transported
on 800 departures between 160 stations in across the entire country every day. The
operations are vaster than operating trains from point A to B and include providing value for
the customers before, during, after and in between the journeys.
Employees: approx. 5.000
Turnover: approx. SEK 9 billion
Eco-labeled train travels by Bra Miljval (Good Environmental Choice), the toughest
eco-labeling system globally, since 1994

This competition is presented by Sustainergies, a Swedish career platform for students

interested in sustainability and CSR. Anyone can join the network for free.

Early Bird
December 21, 2014

Deadline
January 18, 2015
Sustainable journeys with SJ
SJs vision is A SJ to trust and long for and the management team want to provide train
journeys that are safe, environmentally sustainable and provide good value for the money.
Emissions-wise rail travel with SJ is difficult to match, e.g. a journey GothenburgStockholm
(approximately 450 kilometers) causes emissions of a single gram of carbon dioxide since all
trains are powered by renewable electricity. This is comparable to the combustion of 0.5
milliliters of petrol, sufficient for a car to travel seven meters.
But sustainability is far more than just green to SJ. Intense focus on continued improvement
of punctuality drives the sustainability efforts because the passengers must arrive on time.
With improved punctuality, more people will choose the train and the costs to society caused
by delays will decrease. The biggest contribution to a more sustainable society that SJ can
make is getting more people to choose the train instead of the car, bus or plane.
Rail journeys are a collaborative effort
There are more than 80 different actors working with and on the Swedish railroads. The
market is deregulated with free competition for maintenance projects and transportation of
goods and passengers. The most important actors are Trafikverket (Swedish Transport
Administration) providing the infrastructure, Jernhusen that owns and manages stations and
workshops, and the train operators who are responsible for the transportation of passengers
and goods including their trains. Additionally, Trafikverket are responsible for information on
screens and from speaker systems at the stations. Clearly, every departure demands
significant collaboration between SJ and multiple actors with different responsibilities.
Current SJ has its roots in the historical Statens Jrnvgar that was divided in 1988 into
Banverket (Swedish Rain Administration, responsible for infrastructure) and Statens
Jrnvgar. In 2000, Statens Jrnvgar was broken into six actors: current SJ with
responsibility for transportation of passengers, the logistics company Green Cargo, property
managers Jernhusen, TraffiCare providing terminal services such as switching and train
cleaning, EuroMaint responsible for train maintenance, and the IT-company Unigrid.

This competition is presented by Sustainergies, a Swedish career platform for students

interested in sustainability and CSR. Anyone can join the network for free.

Early Bird
December 21, 2014

Deadline
January 18, 2015
SJ are looking toward the future and want your help
The management team of SJ is now thinking about the future. What will get more people to
choose the train and travel with SJ? Therefore, your task is an important piece in their puzzle
of their long-term strategy. The work has begun and the management team has identified
some aspects that might be important for the vision.
The travel experience should offer opportunities for a useful moment to serve the
demand for minimal lost time by providing good conditions to use the journey for quality
time no matter if it entails relaxation, entertainment or being efficient.
SJ want to improve the performance of the functions identified as most valuable for the
customers punctuality, information and, service onboard.
The travel experience is larger than the journey with train from point A to B. SJ would like
to help the traveler from door to door and complement the train ride with collaborations. It
would increase flexibility and help SJ tailor the experience to the traveler.
Future travelers expect the same quality and availability of Internet connection,
entertainment and social interaction on the train as at home.

Another key-component of SJs strategy is to remain a role model of sustainability. Not only
by mastering current sustainability issues, but also by getting to work early on topics
expected to be important by 2025.
Present your ideas for the management team
You will help the management team at SJ to improve their offering by developing smart
solutions. You can focus on one or several of the following aspects: service, technology and
collaborations. You can submit your ideas in a digital format of your choice with the
management team as your target audience. Take into consideration that they are interested
in understanding your solution, what benefits it provides the travelers, your analysis and, how
it can be used by SJ in 2025.

This competition is presented by Sustainergies, a Swedish career platform for students

interested in sustainability and CSR. Anyone can join the network for free.

Early Bird
December 21, 2014

Deadline
January 18, 2015
Additional links
More about SJ:
https://www.sj.se/sj/jsp/polopoly.jsp?d=120&l
=en
Annual and Sustainability Report:

http://www.sj.se/content/1/c6/17/56/85/SJ%2
0Annual%20&%20Sustanability%20Report
%202013.pdf

Jury criteria
The jury will take guidance from People, Planet, Profit to evaluate all solutions to agree
upon five nominated entries and select a winner.
Power: Can you convince and enthusiasm the management team with the vision you

present?
People: How attractive benefits does your ideas create for the travelers?
Planet: Does your solution contribute to more people choosing the train?

Does it

contribute to more sustainable travelling door to door?

Profit: SJ are confident about Profit if your ideas contribute to People and Planet.

Be ambitious and creative with your solutions! Focus on how your ideas create benefits for
the traveler and SJ, but leave the details and budgeting to the experts at SJ. Remember that
your vision for an attractive travel experience must include a minimum of one trip by train.

This competition is presented by Sustainergies, a Swedish career platform for students

interested in sustainability and CSR. Anyone can join the network for free.

Early Bird
December 21, 2014

Deadline
January 18, 2015

Rules and requirements

Early Bird feedback to all solutions handed in by December 21, 2014. Sustainergies will
provide you with feedback on your ideas and suggestions no later than January 5, 2015.
Remember, you are allowed to make changes until the final deadline.
Final deadline January 18, 2015. All solutions must be handed in through:
http://sustainergies.se/logga-in. If you submit several solutions, your last uploaded version
will enter the competition.
Submit your solution individually or as a team. If you compete as a team, any prize money
will be shared between all members of the team. A solution can be registered on one person
only: please write the names of all of your team members in the solution. Hint: to increase
your chances of winning when working as a team, submit several different solutions by
registering them on different team members, up to one solution per person.
Solutions may consist of text, images, graphics, movies or other digital formats.
Irrespective of how you design your solution it may not exceed a comparable length of 3,000
words. Your solution can be in English or Swedish.
Appendices are allowed. Use appendices only if you believe they are relevant to support
your solution by providing additional information. Your solution must be fully
understandable without the appendices.

This competition is presented by Sustainergies, a Swedish career platform for students

interested in sustainability and CSR. Anyone can join the network for free.

Early Bird
December 21, 2014

Deadline
January 18, 2015

This is how you compete!

Download case, upload solution
http://sustainergies.se/logga-in

What is Early Bird?

Two cases, two chances to compete

You can compete with both NCC and
with SJ. Individually or in a team.
Just go for it!

Hotline for Sustainergies Cup

All questions about the competition will
be answered by our Hotline and you
do not need to contact NCC or SJ.
We will do our best to help you and
there are no stupid questions!
cup@sustainergies.se
facebook.com/sustainergies

Submit a draft by the 21st of

December 2014 and we will give you
personal feedback by 5th of January
2015. Maybe this will help you win!

@sustainergies

This competition is presented by Sustainergies, a Swedish career platform for students

interested in sustainability and CSR. Anyone can join the network for free.

Early Bird
December 21, 2014

Deadline
January 18, 2015

Last year, Madelne Wigren won the case for Siemens and Joshua Kirkman &
Steven Curtis won the case for Sparbankerna. The two teams received SEK 25 000
each and celebrated together with the other nominees attending the awards
ceremony.

Submitting a solution is your first step towards winning!

This competition is presented by Sustainergies, a Swedish career platform for students

interested in sustainability and CSR. Anyone can join the network for free.