Business Modelling in the  Fuzzy Front End of Innovation Exploring an approach Sander Limonard* 1  , Frank Berkers 1 , Oma...
Outline presentation <ul><li>Challenge  </li></ul><ul><li>Research gap </li></ul><ul><li>Proposed methodology </li></ul><u...
The challenge*  time Flexibility in design choices Articulation of user/business requirements low high * Adapted from Coll...
Datum Outline presentation <ul><li>Challenge  </li></ul><ul><li>Research gap </li></ul><ul><li>Proposed methodology </li><...
Research gap Number of partner organisations 1 5 15 Runtime of collaboration in years 4 2 Lack of concepts and methodology...
Research gap in adressing the challenge time Flexibility in design choices Articulation of user/business requirements low ...
Problem statement <ul><li>How and to what extent might the application of a business modelling methodology add value in th...
<ul><li>Overall: to link technology design with its impact on the business ecosystem in order to reduce complexity in deci...
Datum Outline presentation <ul><li>Challenge  </li></ul><ul><li>Research gap </li></ul><ul><li>Proposed methodology </li><...
Proposed methodology
Proposed methodology <ul><li>Map the business ecosystem </li></ul><ul><ul><li>Enables intra project stakeholder mapping an...
Datum Outline presentation <ul><li>Challenge  </li></ul><ul><li>Research gap </li></ul><ul><li>Proposed methodology </li><...
Format-Agnostic SCript-based INterAcTive Experience  (FascinatE)
Step 1: Mapping the business ecosystem <ul><li>Result: stakeholder map, scope and high level segmentation </li></ul>
Step 2: Creating service concepts <ul><li>Result: longlist, boiled down to 5 generic service concepts </li></ul>
Step 3: map and analyze techno-economic design <ul><li>What if.. </li></ul><ul><li>Result: 6 x 3 = 18 techno economic desi...
Datum Outline presentation <ul><li>Challenge  </li></ul><ul><li>Research gap </li></ul><ul><li>Proposed methodology </li><...
<ul><li>To link technology design with impact on the business ecosystem to reduce complexity in decision making  PARTLY </...
Conclusion, limitations and future research <ul><li>How and to what extent might the application of a business modelling m...
Thank you <ul><li>[email_address] </li></ul>
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Business modelling in the fuzzy front end of innovation camera ready 29june11

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How to inform technological decision making in long term, networked innovation? This presentation proposes a methodology that enables decision makers in networked R&D projects to select, align and enrich strategy formation, business model identification and technology design.

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Business modelling in the fuzzy front end of innovation camera ready 29june11

  1. 1. Business Modelling in the Fuzzy Front End of Innovation Exploring an approach Sander Limonard* 1 , Frank Berkers 1 , Omar Niamut 1 , Thomas Bachet 1 , Mark de Reuver 2 Acknowledgement This research was performed and funded within the FP7 EU funded Integrated Project FascinatE ( www.fascinate-project.eu ) R&D management conference 2011, 28-30 june 2011, Nörrkoping, Sweden * Presenting author 1 TNO Applied Research, Delft, the Netherlands 2 Technical University of Delft, the Netherlands
  2. 2. Outline presentation <ul><li>Challenge </li></ul><ul><li>Research gap </li></ul><ul><li>Proposed methodology </li></ul><ul><li>First exploration of legitimacy and validity in case study </li></ul><ul><li>Conclusion </li></ul>
  3. 3. The challenge* time Flexibility in design choices Articulation of user/business requirements low high * Adapted from Collingridge (1980) and Christensen (2002) Fuzzy Front End
  4. 4. Datum Outline presentation <ul><li>Challenge </li></ul><ul><li>Research gap </li></ul><ul><li>Proposed methodology </li></ul><ul><li>First exploration of legitimacy and validity in case study </li></ul><ul><li>Conclusion </li></ul>
  5. 5. Research gap Number of partner organisations 1 5 15 Runtime of collaboration in years 4 2 Lack of concepts and methodology to coordinate and align strategies and make collaborative business decisions
  6. 6. Research gap in adressing the challenge time Flexibility in design choices Articulation of user/business requirements low high Fuzzy Front End Adressed in business modelling literature: scenario’s Not or poorly adressed in NPD literature: ‘Stakeholder analysis’; ensuring strategic commitment GAP
  7. 7. Problem statement <ul><li>How and to what extent might the application of a business modelling methodology add value in the fuzzy front end of technological driven, networked R&D projects? </li></ul>
  8. 8. <ul><li>Overall: to link technology design with its impact on the business ecosystem in order to reduce complexity in decision making </li></ul><ul><li>This requires a business modelling framework that: </li></ul><ul><ul><li>Allows to map and scope the business ecosystem relevant to the R&D collaboration </li></ul></ul><ul><ul><li>Enables to demonstrate how technical design has an impact on networked business environments </li></ul></ul><ul><ul><li>Gives room to the fuzzy, creative process of idea generation </li></ul></ul><ul><ul><li>Provides a single heuristic framework to facilitate the dialogue between disciplines </li></ul></ul><ul><ul><li>Enables techno-economic design as well as the evaluation of these design choices and the organisation of a feedback loop </li></ul></ul>Requirements for a business modelling methodology in the fuzzy front-end
  9. 9. Datum Outline presentation <ul><li>Challenge </li></ul><ul><li>Research gap </li></ul><ul><li>Proposed methodology </li></ul><ul><li>First exploration of legitimacy and validity in case study </li></ul><ul><li>Conclusion </li></ul>
  10. 10. Proposed methodology
  11. 11. Proposed methodology <ul><li>Map the business ecosystem </li></ul><ul><ul><li>Enables intra project stakeholder mapping and analysis </li></ul></ul><ul><ul><li>Enables positioning the technological components under construction to be positioned vis a vis the value </li></ul></ul><ul><ul><li>Enables scoping of external environment: markets, rival R&D </li></ul></ul><ul><li>Create service concepts </li></ul><ul><ul><li>Means to explore how technology can be integrated </li></ul></ul><ul><ul><li>Sanity check on step 1. </li></ul></ul><ul><li>Map and analyse techno-economic implications </li></ul><ul><ul><li>Identify inclusive set of techno-economic design scenario’s </li></ul></ul><ul><ul><li>Means to organize the feedback loop between tech and business </li></ul></ul><ul><ul><ul><li>1. Map the business ecosystem </li></ul></ul></ul>
  12. 12. Datum Outline presentation <ul><li>Challenge </li></ul><ul><li>Research gap </li></ul><ul><li>Proposed methodology </li></ul><ul><li>First exploration of legitimacy and validity in case study </li></ul><ul><li>Conclusion </li></ul>
  13. 13. Format-Agnostic SCript-based INterAcTive Experience (FascinatE)
  14. 14. Step 1: Mapping the business ecosystem <ul><li>Result: stakeholder map, scope and high level segmentation </li></ul>
  15. 15. Step 2: Creating service concepts <ul><li>Result: longlist, boiled down to 5 generic service concepts </li></ul>
  16. 16. Step 3: map and analyze techno-economic design <ul><li>What if.. </li></ul><ul><li>Result: 6 x 3 = 18 techno economic design scenario’s: ‘real options’ </li></ul>
  17. 17. Datum Outline presentation <ul><li>Challenge </li></ul><ul><li>Research gap </li></ul><ul><li>Proposed methodology </li></ul><ul><li>First exploration of legitimacy and validity in case study </li></ul><ul><li>Conclusion </li></ul>
  18. 18. <ul><li>To link technology design with impact on the business ecosystem to reduce complexity in decision making PARTLY </li></ul><ul><li>This requires a business modelling framework that: </li></ul><ul><ul><li>Allows to map and scope the business ecosystem relevant to the R&D collaboration YES </li></ul></ul><ul><ul><li>Enables to demonstrate how technical design has an impact on networked business environments YES </li></ul></ul><ul><ul><li>Gives room to the fuzzy, creative process of idea generation YES </li></ul></ul><ul><ul><li>Provides a single heuristic framework to facilitate the dialogue between disciplines YES / NO </li></ul></ul><ul><ul><li>Enables techno-economic design as well as the evaluation of these design choices and the organisation of a feedback loop NO </li></ul></ul>Did we meet the requirements?
  19. 19. Conclusion, limitations and future research <ul><li>How and to what extent might the application of a business modelling methodology add value in the fuzzy front end of technological driven, networked R&D projects? </li></ul><ul><li>Valuable as a strategic planning and alignment tool, but not valuable (or poorly timed?) to organize feedback loop technology-business </li></ul><ul><li>Limitations </li></ul><ul><ul><li>N=1 </li></ul></ul><ul><ul><li>No link yet with later phases </li></ul></ul><ul><li>Future research </li></ul><ul><ul><li>Validate FFE methodology in other projects </li></ul></ul><ul><ul><li>Validate how it impacts/susstains as a strategic tool in later phases </li></ul></ul>
  20. 20. Thank you <ul><li>[email_address] </li></ul>
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