Osterwalder

How to think of BUSINESS MODELS Alexander Osterwalder Twitter: business_design Web: AlexOsterwalder.com

BusinessModelGeneration.com

AGENDA where? how? 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 key resources value proposition images by JAM

images by JAM customer segments key partners cost structure revenue streams distribution channels customer relationships key activities key resources value proposition

images by JAM

OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE KEY ACTIVITIES PARTNER NETWORK KEY RESOURCES CANVAS OVERLAY images by JAM

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

example

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

What did Cirque de Soleil change?

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

that’s exactly what we did for..

BusinessModelGeneration.com

and it was a success…

what did we change?

old style

let’s forget publishers and just start…

new style

so we built a Hub…

new style

$121.50

$243.-

why did people pay for the Hub?

be the first

BIGGER be part of something

learn from each other

we need to develop a design attitude “ ”

prototyping

[source: Sony Pictures] Frank Gehry

[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 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

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 key resources images by JAM value proposition

OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE KEY ACTIVITIES PARTNER NETWORK KEY RESOURCES analyze from the customer perspective

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 NETWORK KEY RESOURCES analyze from the customer perspective

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?

Cultural Heritage
Business Model Innovation

Digitale feiten

...26% digitized ...42% needs to be digitized ...32% not necessary (*Digitale feiten, 2009) Digital facts A substantial amount of material has been digitized...

...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

http://www.bmice.nl	659
http://www.slideshare.net	77
https://si0.twimg.com	12
http://us-w1.rockmelt.com	6
http://zwacteams	3
https://twimg0-a.akamaihd.net	3
http://www.google.nl	1
https://dmacc.blackboard.com	1
http://webcache.googleusercontent.com	1
http://ideiacapital.tumblr.com	1
http://redesdeinnovacion.net	1
file://localhost	1
http://www.lmodules.com	1
http://erfgoedinstellingen.ning.com	1

Osterwalder

by DISH09 on Dec 11, 2009

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Osterwalder — Presentation Transcript