How to think of  BUSINESS MODELS Alexander Osterwalder Twitter: business_design Web: AlexOsterwalder.com
 
BusinessModelGeneration.com
AGENDA where? how? what?
what?
I would like you to meet…
Adam, 43 long experience in the cultural heritage sector
Adam was promoted to…
Director Cultural Heritage Dep. City of Manchester
he was brought in to…
explore extraordinary ideas
of course Adam is excited…
TECHNOLOGY augmented reality
but he is also worried about…
BUDGETS government deficits
he knows he needs to focus on…
USER NEEDS overwhelming choice www
Adam is competing for attention…
COMPETITION the attention economy
so what is Adam going to do?
USER NEEDS TECHNOLOGY COMPETITORS BUDGETS
USER NEEDS TECHNOLOGY COMPETITORS BUDGETS traditional models are not going to do the job
Adam and his team need to…
unlearn & reboot
need to focus on NEW Business Models
buzz group
discuss with  your seat neighbor  what  a business model is and write down your  definition
? what elements did you mention in your definition?
 
what actually is a business model?
BUSINESS MODEL  CANVAS the
building blocks  9
the 9 building blocks of a business model images by JAM
CUSTOMER SEGMENTS images by JAM
VALUE PROPOSITIONS images by JAM
CHANNELS images by JAM
CUSTOMER RELATIONSHIOPS images by JAM
REVENUE STREAMS images by JAM
KEY RESOURCES images by JAM
KEY ACTIVITIES images by JAM
KEY PARTNERS images by JAM
COST STRUCTURE images by JAM
customer segments key partners cost structure revenue streams distribution channels customer relationships key activities ...
images by JAM customer segments key partners cost structure revenue streams distribution channels customer relationships k...
images by JAM
OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE KEY ACTIVITIES PARTNER...
OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE KEY ACTIVITIES PARTNER...
OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE KEY ACTIVITIES PARTNER...
example
 
 
huge revenues from few artists CUSTOMER SEGMENTS PARTNER NETWORK OFFER REVENUE STREAMS DISTRIBUTION CHANNELS KEY ACTIVITIE...
What did Cirque de Soleil change?
huge revenues from few artists CUSTOMER SEGMENTS PARTNER NETWORK OFFER REVENUE STREAMS DISTRIBUTION CHANNELS KEY ACTIVITIE...
that’s exactly what we did for..
BusinessModelGeneration.com
and it was a success…
 
 
what did we change?
old style
old style
old style
old style
old style
yawn
let’s forget publishers and just start…
new style
so we built a Hub…
new style
new style
new style
$24.-
$36.-
$54.-
$81.-
$121.50
$243.-
why did people pay for the Hub?
be the first
BIGGER be part of something
learn from each other
how?
we need to develop a design attitude “ ”
 
prototyping
[source: Sony Pictures] Frank Gehry
 
 
[source: Sony Pictures]
[source: Sony Pictures]
[source: Wikimedia Commons]
 
 
? what does that have to do with business models and my organization?
 
? how do we do that?
OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE KEY ACTIVITIES PARTNER...
 
 
business model prototyping napkin sketch Canvas business case field test
customer centricity
 
 
customer segments key partners cost structure revenue streams distribution channels customer relationships key activities ...
OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE KEY ACTIVITIES PARTNER...
Jan Chipchase (Nokia)
his main weapon
 
India mobile study
Rich Ling (Telenor)
photo usage study
OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE KEY ACTIVITIES PARTNER...
ideation
a  silly  exercise
the silly cow exercise
Muuuuhhhh
sketch out 2 business models..
… in which I, the cow, play the main act!
example
cows-for-advertising
rent-a-cow-for-the-weekend
got it?
you got 1 minute!
you got 1 minute! GO!
where?
<ul><li>Cultural Heritage </li></ul>Business Model Innovation
Digitale  feiten
...26% digitized ...42% needs to be digitized ...32% not necessary (*Digitale feiten, 2009) Digital facts A substantial am...
...But only a small amount of material is available where it is most valuable... 61% 41% ?%
Bottlenecks Copyright Revenue models ICT Infrastructure Organization (*Osterwalder, 2009) open
Revenue Models
Plan Open Business Models  1: create a hub 2: Select case studies 3. organize workshops 4. Map them out
Interested? [email_address]
buzz group
? Have you tried business model innovation already? Are you interested in trying? Do you see obstacles to this?
THANK YOU! www.businessmodelgeneration.com www.alexosterwalder.com  www.businessmodelalchemist.com  Twitter: business_design
the book
 
 
 
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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 &amp; 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&amp;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.
  • Osterwalder

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