ess
sin
Bu
Model

as
nv
Ca
E101

Mark Zimmerman

@markzim
Who do you serve?
What problem do you
solve?

W

ou do?
b do y
hat jo
ustomers
How do c
find you?

How do they buy?
How do you deliver?
What type of
relationships do you
have?
How do you get paid?
What things 
mudo you do?
st
What resources do
you need to do them?
Who else do you need
need
to make your model
work?
What does it cost to
operate the model?
What?

Who?

How?

Why?
What?

Who?

How?

Why?
Founder
Customer
Identity
Benefit

Price
Investor
Traction
Defensibility

Margin

Marke
Size
1970 - Invented 
1976 - Patented
1986 - Launched
Sold as a complete solution, machines & coffee for a per cup
price to res...
1970 - Invented 
1976 - Patented
1986 - Launched
Sold as a complete solution, machines & coffee for a per cup
price to res...
1989 - Jean Paul Gaillard named
Commercial Director. - “Pivots”

1970 - Invented 
1976 - Patented
1986 - Launched
Sold as ...
Separate the machine from the coffee.
Made and serviced by 3rd parties.
Sold through independent retail
stores. 
Manufacturers handle delivery and
stocking. 
Ne...
Made and serviced by 3rd parties.
Sold through independent retail
stores. 
Manufacturers handle delivery and
stocking. 
Ne...
As market matured Nespresso
added their own brand machines
made by an OEM.
Added it’s own retail boutiques to
further cont...
marketing

Nespresso

e
offe e
C
chin
ma ers
mak

production
logistics

distribution
brand

high end
restaurant
quality
es...
Nespresso
Business Model Generation


Alexander Osterwalder &
Yves Pigneur

Running Lean


Ash Maurya
Plans are of little importance,

but planning is essential.
- Churchill

Thank You.

Mark Zimmerman
@markzim
Business Model Canvas - Entrepreneurship 101 (2013/2014)
Business Model Canvas - Entrepreneurship 101 (2013/2014)
Business Model Canvas - Entrepreneurship 101 (2013/2014)
Business Model Canvas - Entrepreneurship 101 (2013/2014)
Business Model Canvas - Entrepreneurship 101 (2013/2014)
Business Model Canvas - Entrepreneurship 101 (2013/2014)
Business Model Canvas - Entrepreneurship 101 (2013/2014)
Business Model Canvas - Entrepreneurship 101 (2013/2014)
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Business Model Canvas - Entrepreneurship 101 (2013/2014)

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Thinking carefully about economics and business strategy can mean the difference between having great technology and having a great company. This lecture focuses on clearly defining your business model, including how you’re going to make money with your product or service. Case studies are used to test concepts against a specific business.

Published in: Business, Education

Business Model Canvas - Entrepreneurship 101 (2013/2014)

  1. 1. ess sin Bu Model as nv Ca E101 Mark Zimmerman @markzim
  2. 2. Who do you serve?
  3. 3. What problem do you solve? W ou do? b do y hat jo
  4. 4. ustomers How do c find you? How do they buy? How do you deliver?
  5. 5. What type of relationships do you have?
  6. 6. How do you get paid?
  7. 7. What things mudo you do? st
  8. 8. What resources do you need to do them?
  9. 9. Who else do you need need to make your model work?
  10. 10. What does it cost to operate the model?
  11. 11. What? Who? How? Why?
  12. 12. What? Who? How? Why?
  13. 13. Founder
  14. 14. Customer Identity Benefit Price
  15. 15. Investor Traction Defensibility Margin Marke Size
  16. 16. 1970 - Invented 1976 - Patented 1986 - Launched Sold as a complete solution, machines & coffee for a per cup price to restaurants and offices.
  17. 17. 1970 - Invented 1976 - Patented 1986 - Launched Sold as a complete solution, machines & coffee for a per cup price to restaurants and offices. 1988 - Acknowledged dud, Nestle considers shutdown.
  18. 18. 1989 - Jean Paul Gaillard named Commercial Director. - “Pivots” 1970 - Invented 1976 - Patented 1986 - Launched Sold as a complete solution, machines & coffee for a per cup price to restaurants and offices. 1988 - Acknowledged dud, Nestle considers shutdown.
  19. 19. Separate the machine from the coffee.
  20. 20. Made and serviced by 3rd parties. Sold through independent retail stores. Manufacturers handle delivery and stocking. Nespresso handles sales training.
  21. 21. Made and serviced by 3rd parties. Sold through independent retail stores. Manufacturers handle delivery and stocking. Nespresso handles sales training. Sold online and over the phone direct to members of the Nespresso Club. Delivered direct to consumers in 24 hours or less.
  22. 22. As market matured Nespresso added their own brand machines made by an OEM. Added it’s own retail boutiques to further control the sales message. Created Nespresso Pro channel to serve the office market.
  23. 23. marketing Nespresso e offe e C chin ma ers mak production logistics distribution brand high end restaurant quality espresso at home patents production plants distribtutio n & sales member high end households retail nespresso.com call centre! nespresso boutiques! manufacturing marketing capsule sales hardw are sal es
  24. 24. Nespresso
  25. 25. Business Model Generation Alexander Osterwalder & Yves Pigneur Running Lean Ash Maurya
  26. 26. Plans are of little importance, but planning is essential. - Churchill Thank You. Mark Zimmerman @markzim

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