Management2.0: Competitive Advantage through Business Model Design & Innovation
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Management2.0: Competitive Advantage through Business Model Design & Innovation - Presentation Transcript
- Management2.0: Competitive Advantage through Business Model Design & Innovation Guadalajara, June 2007 Alexander Osterwalder, PhD [email_address] DRAFT VERSION
- change is the process by which the future invades our lives -> Alvin Toffler
- first of all: what are YOUR concerns? (buzz groups)
- what are YOUR biggest issues and fears you face in strategic management today?
- where do YOU see the largest opportunities to improve strategic management today?
- your expectations for today?
- what is innovation?
- tell me about the most important innovations in your company
- types of innovation?
- technology innovation
- process innovation
- product & service innovation
- business model innovation
- four levels of innovation business model innovation product & service innovation process innovation technology innovation
- “ Business model innovation matters” and it is a top priority of CEOs
- Operating Margin Growth in Excess of Competitive Peers compound annual growth rate over five years [Source: IBM, CEOs are expanding the innovation horizon: important implications for CIOs]
- Benefits Cited by Business Model Innovators percent of respondents [Source: IBM, Global CEO Study 2006]
- why talk about business models?
- how do you describe a business model?
- without a common language
- how do you communicate a business model?
- Development plan
- Quisque augue felis, commodo a, elementum 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 massa 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. Vestibulum 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 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, pulvinar 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 elementum 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 scelerisque, 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 pellentesque. Pellentesque dapibus purus et quam. Nam sit amet magna in neque dignissim sodales. Aenean non justo nec magna lobortis volutpat.
- how do you implement a business model?
- with outdated methods
- how do you measure the success of a business model?
- we don’t
- how do you change a business model and innovate ?
- we re-invent the wheel
- what is a business model?
- VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS ACTIVITY CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS INFRASTRUCTURE CUSTOMER OFFER FINANCE a business model describes the value an organization offers to various customers and portrays the capabilities and partners required for creating, marketing, and delivering this value and relationship capital with the goal of generating profitable and sustainable revenue streams DISTRIBUTION CHANNELS [Osterwalder (2004) The Business Model Ontology] business model framework
- case study
- you become the new owner of a soccer club …
- describe YOUR club’s business model
- describing how a wealth management bank acquires its clients what value proposition do you offer, to which customer segments ?
- VALUE PROPOSITION CUSTOMER SEGMENTS value proposition 1 value proposition 2 … target customer 1 target customer 2 … CUSTOMER OFFER what value proposition do you offer, to which customer segments? (model)
- what value proposition do you offer, to which customer segments? (example) spectacular offensive football fans CUSTOMER OFFER advertising space & high visibility advertisers … …
- how do you reach your customers ?
- VALUE PROPOSITION COMMUNICATION & DISTRIBUTION CHANNELS value proposition 1 value proposition 2 … channel 1 channel 2 … OFFER how do you reach your customers? (model) CUSTOMER SEGMENTS target customer 1 target customer 2 … CUSTOMER
- spectacular offensive football stadium & box office CUSTOMER OFFER how do you reach your customers? (example) club owned TV channel fans mobile phone TV advertising space & high visibility sales force advertisers
- how do you build relationships?
- VALUE PROPOSITION CUSTOMER RELATIONSHIP value proposition 1 value proposition 2 … mechanism 1 mechanism 2 … OFFER CUSTOMER SEGMENTS target customer 1 target customer 2 … CUSTOMER how do you build relationships with your customers? (model)
- spectacular offensive football personalized website (ticketing) CUSTOMER OFFER team blog (RSS) fans … how do you build relationships with your customers? (example)
- how do you earn your money with this business model?
- VALUE PROPOSITION REVENUE STREAMS value proposition 1 value proposition 2 … revenue stream 1 revenue stream 2 … OFFER CUSTOMER SEGMENTS target customer 1 target customer 2 … FINANCE how do you earn your money with this business model? (model)
- spectacular offensive football ticket sales FINANCE OFFER TV channel subscriber fees fans mobile phone TV subscriber fees advertising space & high visibility advertising revenues advertisers how do you earn your money with this business model? (example)
- the big picture (business model)
- team management
- event management
- venue management
- ticketing
- VIP relationship management
- video crew
- …
- attractive soccer
- 360 º event (match, dining, shopping)
- exclusive VIP lounges
- merchandising
- renting out stadium
- …
- stadium
- POS networks
- club website (+online TV)
- club cable TV channel
- mobile phone TV channel
- …
- play attractive & win games
- brand management
- video images
- channel management
- fans (families, etc.)
- fan groups
- companies
- event/concert organizers
- advertisers
- …
- team & maintenance
- infrastructure management
- marketing
- video
- Ticket fees & season tickets
- online TV subscription revenues
- revenue sharing cable & mobile phone TV
- renting out stadium for events
- advertising revenues
- merchandising revenues
- food & beverages
- ticketing services
- promoters
- ad placement
- telecom operator
- TV operator
- …
- personalized web profile
- newsletter
- team blog (RSS)
- VIP events with team
- …
- team management
- event management
- venue management
- ticketing
- VIP relationship management
- video crew
- …
- attractive soccer
- 360 º event (match, dining, shopping)
- exclusive VIP lounges
- merchandising
- renting out stadium
- …
- stadium
- POS networks
- club website (+online TV)
- club cable TV channel
- mobile phone TV channel
- …
- play attractive & win games
- brand management
- video images
- channel management
- fans (families, etc.)
- fan groups
- companies
- event/concert organizers
- advertisers
- …
- team & maintenance
- infrastructure management
- marketing
- video
- Ticket fees & season tickets
- online TV subscription revenues
- revenue sharing cable & mobile phone TV
- renting out stadium for events
- advertising revenues
- merchandising revenues
- food & beverages
- ticketing services
- promoters
- ad placement
- telecom operator
- TV operator
- …
- personalized web profile
- newsletter
- team blog (RSS)
- VIP events with team
- …
- team management
- event management
- venue management
- ticketing
- VIP relationship management
- video crew
- …
- attractive soccer
- 360 º event (match, dining, shopping)
- exclusive VIP lounges
- merchandising
- renting out stadium
- …
- stadium
- POS networks
- club website (+online TV)
- club cable TV channel
- mobile phone TV channel
- …
- play attractive & win games
- brand management
- video images
- channel management
- fans (families, etc.)
- fan groups
- companies
- event/concert organizers
- advertisers
- …
- team & maintenance
- infrastructure management
- marketing
- video
- Ticket fees & season tickets
- online TV subscription revenues
- revenue sharing cable & mobile phone TV
- renting out stadium for events
- advertising revenues
- merchandising revenues
- food & beverages
- ticketing services
- promoters
- ad placement
- telecom operator
- TV operator
- …
- personalized web profile
- newsletter
- team blog (RSS)
- VIP events with team
- …
- team management
- event management
- venue management
- ticketing
- VIP relationship management
- video crew
- …
- attractive soccer
- 360 º event (match, dining, shopping)
- exclusive VIP lounges
- merchandising
- renting out stadium
- …
- stadium
- POS networks
- club website (+online TV)
- club cable TV channel
- mobile phone TV channel
- …
- play attractive & win games
- brand management
- video images
- channel management
- fans (families, etc.)
- fan groups
- companies
- event/concert organizers
- advertisers
- …
- team & maintenance
- infrastructure management
- marketing
- video
- Ticket fees & season tickets
- online TV subscription revenues
- revenue sharing cable & mobile phone TV
- renting out stadium for events
- advertising revenues
- merchandising revenues
- food & beverages
- ticketing services
- promoters
- ad placement
- telecom operator
- TV operator
- …
- personalized web profile
- newsletter
- team blog (RSS)
- VIP events with team
- …
- team management
- event management
- venue management
- ticketing
- VIP relationship management
- video crew
- …
- attractive soccer
- 360 º event (match, dining, shopping)
- exclusive VIP lounges
- merchandising
- renting out stadium
- …
- stadium
- POS networks
- club website (+online TV)
- club cable TV channel
- mobile phone TV channel
- …
- play attractive & win games
- brand management
- video images
- channel management
- fans (families, etc.)
- fan groups
- companies
- event/concert organizers
- advertisers
- …
- team & maintenance
- infrastructure management
- marketing
- video
- Ticket fees & season tickets
- online TV subscription revenues
- revenue sharing cable & mobile phone TV
- renting out stadium for events
- advertising revenues
- merchandising revenues
- food & beverages
- ticketing services
- promoters
- ad placement
- telecom operator
- TV operator
- …
- personalized web profile
- newsletter
- team blog (RSS)
- VIP events with team
- …
- the process of designing a business model
- the focus of the business modeler
- user-centered
- Nokia: Jan Chipchase
- creativity & exploration
- Googleplex
- interdisciplinary approach
- Grameen Phone Bangladesh
- holistic design
- Apple iTunes & iPod
- strategic fit
- Amazon.com
- the business modeler’s toolbox
- co-creation
- ideation
- visualization
- prototyping
- the design process
- 1. identify interdisciplinary stakeholders -> set-up team
- 2. understand business environment –> frame problem
- 3. suspend reality -> ideate
- 4. bring back reality -> prototype
- 5. chose suitable design -> decide
- 6. sketch out projects & workload -> draw implementation plan
- 7. outline key indicators to follow -> choose measures
- 8. select the right teams and people -> make responsible
- 9. execute the plan -> manage implementation & change
- 10. evaluate, learn and redesign -> manage improvement
- examples
- to come…
- feedback for this draft ppt welcome!! [email_address]
- Alexander Osterwalder, PhD [email_address] www.arvetica.com
- all photos from Flickr under a creative commons license authors indicated in comment page of ppt
- When you stop learning, you stop competing. We scan the knowledge universe for you, across disciplines and industries. We transfer the best methods, tools and theory in business to your organization. we build knowledge Change does not happen accidentally it has to be managed. We help you align strategy, people and processes with respect to your organizational culture and values. we manage change Specific problems require specific skills that you do not necessarily dispose of in-house. Through our interdisciplinary network we connect you with leading domain experts. we connect Having a great vision is not sufficient - implementation counts. We help you reconcile long term views with short term actions. We make strategy everyone's job by translating it into pragmatic and prioritized projects. we operationalize Nobody knows your business environment better than yourself. We co-design your strategic vision by building on your knowledge. Through group thinking we find the right answers to the right questions together we co-create
- annexes
- annex I business model template
- VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIP TARGET CUSTOMER DISTRIBUTION CHANNEL VALUE CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS INFRASTRUCTURE CUSTOMER OFFER FINANCE a business model describes the value an organization offers to various customers and portrays the capabilities and partners required for creating, marketing, and delivering this value and relationship capital with the goal of generating profitable and sustainable revenue streams
- VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIP TARGET CUSTOMER DISTRIBUTION CHANNEL VALUE CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS gives an overall view of a company's 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 relationships 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 company's business model INFRASTRUCTURE CUSTOMER OFFER FINANCE describing a company’s business model
- VALUE PROPOSITION value proposition 1 value proposition 2 … OFFER describing a company’s offer
- VALUE PROPOSITION TARGET CUSTOMER value proposition 1 value proposition 2 … target customer 1 target customer 2 … CUSTOMER OFFER describing who a company offers value to
- VALUE PROPOSITION TARGET CUSTOMER DISTRIBUTION CHANNEL value proposition 1 value proposition 2 … distribution channel 1 distribution channel 2 … target customer 1 target customer 2 … CUSTOMER OFFER describing how a company reaches its customers
- VALUE PROPOSITION TARGET CUSTOMER CUSTOMER RELATIONSHIP value proposition 1 value proposition 2 … relationship type 1 relationship type 2 … target customer 1 target customer 2 … CUSTOMER OFFER describing the relationships a company builds
- TARGET CUSTOMER REVENUE STREAM revenue stream 1 revenue stream 2 … target customer 1 target customer 2 … FINANCE VALUE PROPOSITION value proposition 1 value proposition 2 … OFFER CUSTOMER describing how a company makes money
- CORE CAPABILITIES VALUE PROPOSITION core capability 1 core capability 2 … value proposition 1 value proposition 2 … OFFER INFRASTRUCTURE describing what capabilities are required
- describing what activities are required VALUE PROPOSITION VALUE CONFIGURATION CORE CAPABILITIES value proposition 1 value proposition 2 … core capability 1 core capability 2 … activity 1 activity 2 … INFRASTRUCTURE OFFER
- describing the partners that leverage the business model VALUE PROPOSITION PARTNER NETWORK CORE CAPABILITIES value proposition 1 value proposition 2 … core capability 1 core capability 2 … partner 1 partner 2 … INFRASTRUCTURE OFFER
- VALUE PROPOSITION COST STRUCTURE cost account 1 cost account 2 … value proposition 1 value proposition 2 … FINANCE INFRASTRUCTURE OFFER describing the costs of a business model CORE CAPABILITIES core capability 1 core capability 2 …
- annex ii other
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