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1、Your Business Model how to identify and improve it,La Trobe University, Melbourne, July 2007,the menu,whats on,today?,the alchemy of business model innovation,first: what are your expectations for today?,example of business model innovation,waste water treatment systems,offer,customer segment,revenu
2、e stream,distribution channel,waste water treatment system,Canadian mining sites,one time sales fee,sales force,idea!,sell waste water treatment system,Canadian mining sites,one time sales fee,sales force,total waste water treatment management,Canadian mining sites,recurring service fee,sales force,
3、an exercise,lets do,to understand,your offers,your client segments,your channels,offers,client segments,distribution channels,consulting,banking executives,personal network,banking knowledge,banking professionals,dedicated website,trainingprogram,sell waste water treatment system,Canadian mining sit
4、es,one time sales fee,sales force,core activities,core capabilities,costs,partner network,client relationship,build treatment systems,water treatment knowledge,production costs,suppliers,follow-up,build treatment systems,water treatment knowledge,production costs,suppliers,follow-up,total waste wate
5、r treatment management,Canadian mining sites,recurring service fee,sales force,dispatch repair teams,error free systems development,call center,variable costs of repair services,business model template,VALUEPROPOSITION,COSTSTRUCTURE,CUSTOMERRELATIONSHIP,TARGETCUSTOMER,DISTRIBUTIONCHANNEL,VALUECONFIG
6、URATION,CORECAPABILITIES,PARTNERNETWORK,REVENUESTREAMS,INFRASTRUCTURE,CUSTOMER,OFFER,FINANCE,http:/business-model-,the basics of identifying and improving business models,1. describe it,2. discuss it,3. improve it,4. implement it,1. describe it,Development planQuisque augue felis, commodo a, element
7、um id, faucibus id, sem. Aenean rutrum enim. Praesent pulvinar dignissim nisl. Cras a nunc. Donec tincidunt odio sit amet lacus. Pellentesque metus tortor, ullamcorper vitae, lobortis vel, euismod in, mi. Ut laoreet, tellus laoreet blandit mollis, massa purus posuere purus, quis molestie ligula mass
8、a eu metus. Duis placerat, nulla sit amet ornare interdum, neque nunc mollis leo, vitae porttitor mi orci sit amet neque. Donec at enim. In facilisis tellus gravida ligula. Phasellus ut lorem. Pellentesque ac tortor eget augue suscipit ullamcorper. Aenean eleifend porta orci. Etiam at arcu. Vestibul
9、um lacinia nunc in eros. Suspendisse potenti. Aliquam erat volutpat. Donec gravida. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Maecenas vel enim et metus semper fringilla. Donec ornare arcu. Maecenas
10、 faucibus ligula convallis nibh. Mauris dui quam, congue eu, commodo nec, tristique in, enim. Nulla auctor semper urna. Quisque a elit eu purus iaculis vestibulum. Aliquam dictum risus at odio. Fusce at lorem et elit faucibus placerat. Aenean velit. Proin elit odio, blandit et, scelerisque quis, pul
11、vinar a, dui. Nunc magna dolor, bibendum ut, accumsan congue, tincidunt sit amet, neque. Proin consequat tincidunt lacus. In urna dui, congue nec, tincidunt sit amet, facilisis imperdiet, lorem. Morbi sed nibh. Vivamus vitae dolor. Ut bibendum volutpat mi. Pellentesque quis magna non lectus elementu
12、m pretium. Aliquam quis est vitae arcu consequat fringilla. Cras magna risus, placerat eget, egestas consectetuer, ornare vel, felis. Nam ornare justo id orci mattis ultricies. Morbi luctus. Ut pretium odio ac libero. Nunc sollicitudin pharetra lorem. Aenean scelerisque, lacus eget ullamcorper scele
13、risque, ipsum urna viverra mi, eget viverra quam eros eget velit. Ut lacinia feugiat purus. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Etiam nunc nisl, aliquam blandit, luctus id, commodo laoreet, sem. Phasellus sit amet orci ut sapien vulputate pellentesqu
14、e. Pellentesque dapibus purus et quam. Nam sit amet magna in neque dignissim sodales. Aenean non justo nec magna lobortis volutpat.,StrategyLorem ipsum dolor sit amet, consectetuer adipiscing elit. Cras in tortor. Sed posuere erat. Maecenas pulvinar nulla eu magna. Vivamus semper, risus ut egestas p
15、ulvinar, lectus ante feugiat quam, sit amet congue odio lacus ac ipsum. Aliquam suscipit, est ut volutpat vulputate, nulla felis pulvinar libero, non ornare libero ipsum tristique tortor. Fusce sed lorem vitae justo feugiat malesuada. Donec aliquet. Vivamus semper eros nec diam. Vivamus sem arcu, im
16、perdiet nec, congue ac, scelerisque vel, nulla. Donec et mauris. Integer a nulla vulputate pede consequat euismod. Praesent molestie urna nec leo. Proin eros. Maecenas ac sem nec dui sodales tempus. Maecenas suscipit egestas velit. Suspendisse vel tortor. Proin imperdiet, sem nec aliquet ultrices, n
17、unc est egestas eros, non hendrerit magna eros eget augue. Maecenas sed leo vitae leo faucibus vulputate. Proin dignissim eros at augue. Nam luctus nulla non nibh. Nam at lorem ac mauris laoreet viverra. In placerat consequat nunc. Donec rhoncus nunc ac urna. Integer vestibulum condimentum orci. Fus
18、ce velit turpis, malesuada quis, scelerisque ut, eleifend vitae, ipsum. Vestibulum eu erat. Vestibulum justo nisl, tincidunt et, semper vel, tristique quis, eros. Vestibulum tempus, massa vel consectetuer congue, erat magna consequat purus, a facilisis orci nibh vitae purus. Nam tincidunt venenatis
19、ligula. Nunc orci nulla, ornare quis, lobortis viverra, dapibus at, turpis. Suspendisse sit amet nisl at enim tincidunt blandit. Curabitur augue est, suscipit sed, egestas sit amet, vehicula vitae, tellus. Maecenas nec metus vel nisi interdum pellentesque.,Words,Text,Text,Text,18%,300%,12%,1%,we don
20、t really know how to,2. discuss it,but there is no common language,3. improve it,we dont really have the tools,4. implement it,everything else than planned,main,the,challenge,think outside-of-the box,insanity: doing the same thing over and over again and expecting different resultsAlbert Einstein,“,
21、”,enabling business model innovation,user-centered,creativity & exploration,interdisciplinary approach,strategic fit,more examples,whats the connection?,activities,precision micro-engineering,costs,partners,client relationship,mechanical watches,luxury buyers,revenue streams,channels,mechanicaljoint
22、s,patients,Cemex example,activities,core competencies,costs,partners,client relationship,cement bycubic meter,builders,revenue streams,channels,cement delivered during time window,on time delivery,fleet management,the business model design process,1. identify interdisciplinary stakeholders- set-up t
23、eam,2. understand (business) environment frame problem,3.suspend reality- ideate,4.bring back reality - prototype,5.chose suitable design- decide,6.execute- project portfolio,7.evaluate, learn and redesign- manage improvement,Alexander Osterwalder, PhD,all photos from Flickrunder a creative commons
24、licenseauthors indicated in comment page of ppt,annex Iother,the business modelers toolbox,co-creation,ideation,visualization,prototyping,some examples,Goldcorp,mining,low costs through open exploration,CUSTOMERRELATIONSHIPS,CUSTOMERSEGMENTS,exploitingmines,“geology prize”500000 $US,REVENUESTREAMS,D
25、ISTRIBUTIONCHANNELS,Goldcorp publicly shared all of its geological data and offered US$ 500000 in prizes for determining where they might find the next 6 million ounces of gold,research,from copyright to creative commons,Skype,free VoIP & value added services,software development,website,global(non
26、segmented),deliver voice & video quality,“eBay”,large scalelow margin,internet,software development,free voice-over-IP VoIP telephony & value-added services,1291 Cityhomes,low cost accommodation New York,low cost,CUSTOMERRELATIONSHIPS,the cost sensible,renting out rooms,keep down costs,apartment own
27、ers,rents,DISTRIBUTIONCHANNELS,find demand,young curious Swiss,low-cost hotel/rental in New York City,Tecnovate,low-cost multi-lingual call center outsourcing,low cost,CUSTOMERRELATIONSHIPS,European corporations,ACTIVITYCONFIGURATION,keep down costs,“import” young curious Europeans to India to work,
28、REVENUESTREAMS,DISTRIBUTIONCHANNELS,business process outsourcing “up-side down” in India,from bloated head to the long tail,VALUEPROPOSITION,COSTSTRUCTURE,CUSTOMERRELATIONSHIP,TARGETCUSTOMER,DISTRIBUTIONCHANNEL,VALUECONFIGURATION,CORECAPABILITIES,PARTNERNETWORK,REVENUESTREAMS,FREE advertising suppor
29、ted mobile telephony,mobile network operator that “rents out” capacity to Blyk,subscribers fill out profile on the Internet,marketing to mobile users with an interesting advertising profile,regular ad messages via mobile phone,marketing,paying mobile phone minutes,the young and the hip,increasing th
30、e number of mobile phone users with the right profile to increase the value for advertisers,INFRASTRUCTURE,CUSTOMER,OFFER,FINANCE,access to a pool of targeted young advertising public,advertising fees,finding and contracting advertisers,advertisers,sales force,annex IIbusiness model template,VALUEPR
31、OPOSITION,COSTSTRUCTURE,CUSTOMERRELATIONSHIP,TARGETCUSTOMER,DISTRIBUTIONCHANNEL,VALUECONFIGURATION,CORECAPABILITIES,PARTNERNETWORK,REVENUESTREAMS,INFRASTRUCTURE,CUSTOMER,OFFER,FINANCE,a business model describes the value an organization offers to various customers and portrays the capabilities and p
32、artners required for creating, marketing, and delivering this value and relationship capital with the goal of generating profitable and sustainable revenue streams,VALUEPROPOSITION,COSTSTRUCTURE,CUSTOMERRELATIONSHIP,TARGETCUSTOMER,DISTRIBUTIONCHANNEL,VALUECONFIGURATION,CORECAPABILITIES,PARTNERNETWOR
33、K,REVENUESTREAMS,gives an overall view of a companys bundle of products and services,portrays the network of cooperative agreements with other companies,describes the channels to communicate and get in touch with customers,describes the arrangement of activities and resources,explains the relationsh
34、ips a company establishes with its customers,sums up the monetary consequences to run a business model,describes the revenue streams through which money is earned,describes the customers a company wants to offer value to,outlines the capabilities required to run a companys business model,INFRASTRUCT
35、URE,CUSTOMER,OFFER,FINANCE,describing a companys business model,VALUEPROPOSITION,value proposition 1value proposition 2,OFFER,describing a companys offer,VALUEPROPOSITION,TARGETCUSTOMER,value proposition 1value proposition 2,target customer 1target customer 2,CUSTOMER,OFFER,describing who a company
36、offers value to,VALUEPROPOSITION,TARGETCUSTOMER,DISTRIBUTIONCHANNEL,value proposition 1value proposition 2,distribution channel 1distribution channel 2,target customer 1target customer 2,CUSTOMER,OFFER,describing how a company reaches its customers,VALUEPROPOSITION,TARGETCUSTOMER,CUSTOMERRELATIONSHI
37、P,value proposition 1value proposition 2,relationship type 1relationship type 2,target customer 1target customer 2,CUSTOMER,OFFER,describing the relationships a company builds,TARGETCUSTOMER,REVENUESTREAM,revenue stream 1revenue stream 2,target customer 1target customer 2,FINANCE,VALUEPROPOSITION,va
38、lue proposition 1value proposition 2,OFFER,CUSTOMER,describing how a company makes money,CORECAPABILITIES,VALUEPROPOSITION,core capability 1core capability 2,value proposition 1value proposition 2,OFFER,INFRASTRUCTURE,describing what capabilities are required,describing what activities are required,
39、VALUEPROPOSITION,VALUECONFIGURATION,CORECAPABILITIES,value proposition 1value proposition 2,core capability 1core capability 2,activity 1activity 2,INFRASTRUCTURE,OFFER,describing the partners that leverage the business model,VALUEPROPOSITION,PARTNERNETWORK,CORECAPABILITIES,value proposition 1value
40、proposition 2,core capability 1core capability 2,partner 1partner 2,INFRASTRUCTURE,OFFER,VALUEPROPOSITION,COSTSTRUCTURE,cost account 1cost account 2,value proposition 1value proposition 2,FINANCE,INFRASTRUCTURE,OFFER,describing the costs of a business model,CORECAPABILITIES,core capability 1core capability 2,
