Deze presentatie gaat dieper in op de methode van Stresstesting van een Business Model. De methode wordt toegepast binnen The Future Now om toekomstige mediadiensten te testen op robuustheid.

1. Creating Robust Business Models:
Business model stress testing
Timber Haaker (timber.haaker@novay.nl)
3de H-lab The Future Now’, 3 juli 2013

2. 2
Those who
can’t adapt
disappear
..no need to
know the
future, but to
be prepared
for it..
Creating
Robust
Business
Models
3de H-lab Stress Testing

3. 43de H-lab Stress Testing

4. Voorbeeld STOF beschrijving Playlist tv
5 3de H-lab Stress Testing
Service design: business model variables Description
Customers and/or end-users C: Tv kijker
Value proposition
Auto aggregatie (zelf en automatisch)
Community building
Verrijking
Service offering
Persoonlijke keuze kunnen maken
Beperkte keuzestress
High quality content
Nooit meer niets op TV
Context of use Any time Any where
Technology design: business model variables
Technical functionality Content is digitaal beschikbaar
Content is afspeelbaar
Device onafhankelijk
Applications integratie van Social Media
Mogelijkheid tot delen
Organization design: business model variables
Actors Omroepen, mediaproducenten, kabelaars, internetpartijen
Actor’s resources and capabilities Content aanleveren en gebruiksklaar maken
Financial design: business model variables
Costs Ontwikkeling
Revenues Producenten, Advertenties
Pay per view (?)

5. 6 3de H-lab Stress Testing
Business
Model
Succes
Realiseerbaarheid
Levensvatbaarheid
Robuustheid

6. Business model testen
7
Heat Signature
Low market
capture
High market
capture
Conservative,
inflexible,
discourages
change
Progressive,
flexible,
encourages
change
“Chinese
Walls” for
customerdata,
limited data
availability
Extensive
commercial
use of
customer
records, people
at ease to
release
personal data
Service design : business model variables
Customers and/or end-users
Target group (primary; secondary)
Value proposition
Service offering
Context of use
Effort for the customer
Customer relationships
Technology design : business model variables
Applications
Devices
Service platforms
Channels
Additional functionalities
Organization design : business model variables
Actors
Actors' resources & capabilities
Actors' strategic interests
Organizational Arrangements
Value activities
Financial design : business model variables
Investments
Costs
Revenues
Risks
Financial arrangements
New entrants into FS Regulatory flexibility on new
players and new business
Personal data and privacy issues
3de H-lab Stress Testing

7. 8
Businessmodel
StressTest Heat Signature
Viable and feasible business
model
Low market
capture
High market
capture
Conservative,
inflexible,
discourages
change
Progressive,
flexible,
encourages
change
“Chinese
Walls” for
customerdata,
limited data
availability
Extensive
commercial
use of
customer
records, people
at ease to
release
personal data
Service design : business model variables
Customers and/or end-users
Target group (primary; secondary)
Value proposition
Service offering
Context of use
Effort for the customer
Customer relationships
Technology design : business model variables
Applications
Devices
Service platforms
Channels
Additional functionalities
Organization design : business model variables
Actors
Actors' resources & capabilities
Actors' strategic interests
Organizational Arrangements
Value activities
Financial design : business model variables
Investments
Costs
Revenues
Risks
Financial arrangements
New entrants into FS Regulatory flexibility on new
players and new business
Personal data and privacy issues
Success Factors
Succesfactoren
Toekomstscenarios
Evaluatie indicatoren
3de H-lab Stress Testing

8. Business model stress test met
succesfactoren
9 3de H-lab Stress Testing
Create heat signature
Confront Business Model with factors
Select success factors
Describe Business Model

9. 10 3de H-lab Stress Testing

10. 11
Businessmodel
StressTest Heat Signature
viable and robust business
model
Low market
capture
High market
capture
Conservative,
inflexible,
discourages
change
Progressive,
flexible,
encourages
change
“Chinese
Walls” for
customerdata,
limited data
availability
Extensive
commercial
use of
customer
records, people
at ease to
release
personal data
Service design : business model variables
Customers and/or end-users
Target group (primary; secondary)
Value proposition
Service offering
Context of use
Effort for the customer
Customer relationships
Technology design : business model variables
Applications
Devices
Service platforms
Channels
Additional functionalities
Organization design : business model variables
Actors
Actors' resources & capabilities
Actors' strategic interests
Organizational Arrangements
Value activities
Financial design : business model variables
Investments
Costs
Revenues
Risks
Financial arrangements
New entrants into FS Regulatory flexibility on new
players and new business
Personal data and privacy issues
Future
Succesfactoren
Toekomstscenarios
Evaluatie indicatoren
3de H-lab Stress Testing

11. Business model stress test met
onzekerheden (scenarios)
12 3de H-lab Stress Testing
Create heat signature
Map Business Model to uncertainties
Select uncertainties
Describe Business Model
Geïntegreerd
ecosysteem
Gescheiden
Ecosysteem
Positie van mediaconsumptie
• Omroepen
• Mobile operators
• Kabelaars
• Electronica giganten
• In concurrentie met zichzelf
• Op één van de kanalen
• Concurrentie met rest
• Begeleiding kijker naar content
• integratie zorgt voor concurentie
• Platform onafhankelijk
• Distributie via internet
• In concurrentie met al het
andere op alle kanalen
Black box Zuilen
Modista TV Yes we can

12. 13 3de H-lab Stress Testing

13. Select uncertainties
• High capture, many new entrants
• Low Capture, incumbents rule
Market capture for new entrants
• Conservative
• Progressive
Regulatory flexibility
• Chinese walls
• Commercial use
Personal data and privacy
14 3de H-lab Stress Testing

14. Create Heat Signature
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H-lab
15
Low market
capture
High market
capture
Conservative,
inflexible,
discourages
change
Progressive,
flexible,
encourages
change
“Chinese
Walls” for
customerdata,
limited data
availability
Extensive
commercial
use of
customer
records, people
at ease to
release
personal data
Service design : business model variables
Customers and/or end-users
Target group (primary; secondary)
Value proposition
Service offering
Context of use
Effort for the customer
Customer relationships
Technology design : business model variables
Applications
Devices
Service platforms
Channels
Additional functionalities
Organization design : business model variables
Actors
Actors' resources & capabilities
Actors' strategic interests
Organizational Arrangements
Value activities
Financial design : business model variables
Investments
Costs
Revenues
Risks
Financial arrangements
New entrants into FS Regulatory flexibility on new
players and new business
Personal data and privacy issues
Double red
anomaly
Alternating
colors
Double green
daisy
Favourable
futures

15. Tooling
Stress test tooling based on STOF and CANVAS
business model description

16. 17
Input for stress
test
Mapping and
heat signature
Analysis and
subviews
3de H-lab Stress Testing

17. 18
Android: tinyurl.com/d4z3tz5
Apple/iOS: tinyurl.com/cea2rdc
3de H-lab Stress Testing

18. Take away
• Stress testen van business modellen::
• …geeft inzicht in de sterke en zwakke elementen van je
business model
• ...leidt tot communiceerbare aanbevelingen
• ...vormt de basis voor ontwikkelen van een business
model roadmap
• …biedt een aanpak voor ‘shared understanding’
• Inzetten in de analyse fase van service engineering
• Handboek, Excel tool en App beschikbaar om proces
te ondersteunen en resultaat vast te leggen
19 3de H-lab Stress Testing

19. Contact
Timber Haaker
Principal advisor
timber.haaker@novay.nl
T: 053 485 03 48
m: 06 511 982 80
@timberhaaker
3de
H-lab
22