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Presentation 9/12/09 Alex Osterwalder

Presentation 9/12/09 Alex Osterwalder

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  • 152 slides speed up your digestion
  • I know what you could have been afraid of…
  • 1984 Design for Cirque du Soleil’s first logo, by Josée Bélanger.
  • Tim Brown, IDEO
  • http://z.about.com/d/worldfilm/1/0/j/Z/03.jpg
  • http://www.moviesintofilm.com/images/sketches.htm
  • http://images.allmoviephoto.com/2006_Sketches_of_Frank_Gehry/2006_sketches_of_frank_gehry_010.jpg
  • http://commons.wikimedia.org/wiki/File:Frank_Gehry_Lehi.jpg
  • Philippe Starck X3 Aprilla 2000
  • Jan Chipchase LIFT presentation on Literacy, Communication & Design http://www.janchipchase.com/blog/archives/2007/02/00.html
  • http://press.telenor.com/PR/200810/1262533_5_1.html (October 23, 2008) Sociologist and Telenor R&I researcher Richard Seyler Ling is awarded the 2008 Telenor Research and Innovation Award for his ground-breaking work on the social implications of mobile communication.

Transcript

  • 1. How to think of BUSINESS MODELS Alexander Osterwalder Twitter: business_design Web: AlexOsterwalder.com
  • 2.  
  • 3. BusinessModelGeneration.com
  • 4. AGENDA where? how? what?
  • 5. what?
  • 6. I would like you to meet…
  • 7. Adam, 43 long experience in the cultural heritage sector
  • 8. Adam was promoted to…
  • 9. Director Cultural Heritage Dep. City of Manchester
  • 10. he was brought in to…
  • 11. explore extraordinary ideas
  • 12. of course Adam is excited…
  • 13. TECHNOLOGY augmented reality
  • 14. but he is also worried about…
  • 15. BUDGETS government deficits
  • 16. he knows he needs to focus on…
  • 17. USER NEEDS overwhelming choice www
  • 18. Adam is competing for attention…
  • 19. COMPETITION the attention economy
  • 20. so what is Adam going to do?
  • 21. USER NEEDS TECHNOLOGY COMPETITORS BUDGETS
  • 22. USER NEEDS TECHNOLOGY COMPETITORS BUDGETS traditional models are not going to do the job
  • 23. Adam and his team need to…
  • 24. unlearn & reboot
  • 25. need to focus on NEW Business Models
  • 26. buzz group
  • 27. discuss with your seat neighbor what a business model is and write down your definition
  • 28. ? what elements did you mention in your definition?
  • 29.  
  • 30. what actually is a business model?
  • 31. BUSINESS MODEL CANVAS the
  • 32. building blocks 9
  • 33. the 9 building blocks of a business model images by JAM
  • 34. CUSTOMER SEGMENTS images by JAM
  • 35. VALUE PROPOSITIONS images by JAM
  • 36. CHANNELS images by JAM
  • 37. CUSTOMER RELATIONSHIOPS images by JAM
  • 38. REVENUE STREAMS images by JAM
  • 39. KEY RESOURCES images by JAM
  • 40. KEY ACTIVITIES images by JAM
  • 41. KEY PARTNERS images by JAM
  • 42. COST STRUCTURE images by JAM
  • 43. customer segments key partners cost structure revenue streams distribution channels customer relationships key activities key resources value proposition images by JAM
  • 44. images by JAM customer segments key partners cost structure revenue streams distribution channels customer relationships key activities key resources value proposition
  • 45. images by JAM
  • 46. OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE KEY ACTIVITIES PARTNER NETWORK KEY RESOURCES CANVAS OVERLAY images by JAM
  • 47. OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE KEY ACTIVITIES PARTNER NETWORK KEY RESOURCES CANVAS OVERLAY images by JAM
  • 48. OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE KEY ACTIVITIES PARTNER NETWORK KEY RESOURCES THE BUSINESS MODEL CANVAS building block building block building block building block building block building block building block building block building block building block building block
  • 49. example
  • 50.  
  • 51.  
  • 52. huge revenues from few artists CUSTOMER SEGMENTS PARTNER NETWORK OFFER REVENUE STREAMS DISTRIBUTION CHANNELS KEY ACTIVITIES KEY RESOURCES CUSTOMER RELATIONSHIPS COST STRUCTURE The Circus Business Model performing shows ticketing channels star performers focus on families loads of animals animal “maintenance” relatively low ticket fees animal care logistics transactional star performers brand animal shows fun & humor logistics fees for stars
  • 53. What did Cirque de Soleil change?
  • 54. huge revenues from few artists CUSTOMER SEGMENTS PARTNER NETWORK OFFER REVENUE STREAMS DISTRIBUTION CHANNELS KEY ACTIVITIES KEY RESOURCES CUSTOMER RELATIONSHIPS COST STRUCTURE performing shows ticketing channels star performers focus on families loads of animals animal “maintenance” relatively low ticket fees animal care logistics transactional star performers brand animal shows fun & humor logistics fees for stars artistic, music & dance shows theater, opera visitors high ticket fees
  • 55. that’s exactly what we did for..
  • 56. BusinessModelGeneration.com
  • 57. and it was a success…
  • 58.  
  • 59.  
  • 60. what did we change?
  • 61. old style
  • 62. old style
  • 63. old style
  • 64. old style
  • 65. old style
  • 66. yawn
  • 67. let’s forget publishers and just start…
  • 68. new style
  • 69. so we built a Hub…
  • 70. new style
  • 71. new style
  • 72. new style
  • 73. $24.-
  • 74. $36.-
  • 75. $54.-
  • 76. $81.-
  • 77. $121.50
  • 78. $243.-
  • 79. why did people pay for the Hub?
  • 80. be the first
  • 81. BIGGER be part of something
  • 82. learn from each other
  • 83. how?
  • 84. we need to develop a design attitude “ ”
  • 85.  
  • 86. prototyping
  • 87. [source: Sony Pictures] Frank Gehry
  • 88.  
  • 89.  
  • 90. [source: Sony Pictures]
  • 91. [source: Sony Pictures]
  • 92. [source: Wikimedia Commons]
  • 93.  
  • 94.  
  • 95. ? what does that have to do with business models and my organization?
  • 96.  
  • 97. ? how do we do that?
  • 98. OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE KEY ACTIVITIES PARTNER NETWORK KEY RESOURCES THE BUSINESS MODEL CANVAS building block building block building block building block building block building block building block building block building block building block building block
  • 99.  
  • 100.  
  • 101. business model prototyping napkin sketch Canvas business case field test
  • 102. customer centricity
  • 103.  
  • 104.  
  • 105. customer segments key partners cost structure revenue streams distribution channels customer relationships key activities key resources images by JAM value proposition
  • 106. OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE KEY ACTIVITIES PARTNER NETWORK KEY RESOURCES analyze from the customer perspective
  • 107. Jan Chipchase (Nokia)
  • 108. his main weapon
  • 109.  
  • 110. India mobile study
  • 111. Rich Ling (Telenor)
  • 112. photo usage study
  • 113. OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE KEY ACTIVITIES PARTNER NETWORK KEY RESOURCES analyze from the customer perspective
  • 114. ideation
  • 115. a silly exercise
  • 116. the silly cow exercise
  • 117. Muuuuhhhh
  • 118. sketch out 2 business models..
  • 119. … in which I, the cow, play the main act!
  • 120. example
  • 121. cows-for-advertising
  • 122. rent-a-cow-for-the-weekend
  • 123. got it?
  • 124. you got 1 minute!
  • 125. you got 1 minute! GO!
  • 126. where?
  • 127.
    • Cultural Heritage
    Business Model Innovation
  • 128. Digitale feiten
  • 129. ...26% digitized ...42% needs to be digitized ...32% not necessary (*Digitale feiten, 2009) Digital facts A substantial amount of material has been digitized...
  • 130. ...But only a small amount of material is available where it is most valuable... 61% 41% ?%
  • 131. Bottlenecks Copyright Revenue models ICT Infrastructure Organization (*Osterwalder, 2009) open
  • 132. Revenue Models
  • 133. Plan Open Business Models 1: create a hub 2: Select case studies 3. organize workshops 4. Map them out
  • 134. Interested? [email_address]
  • 135. buzz group
  • 136. ? Have you tried business model innovation already? Are you interested in trying? Do you see obstacles to this?
  • 137. THANK YOU! www.businessmodelgeneration.com www.alexosterwalder.com www.businessmodelalchemist.com Twitter: business_design
  • 138. the book
  • 139.  
  • 140.  
  • 141.