3D Valuechains Growth through focus and openess Raimo van der Klein http://contributionmarketing.wordpress.com

Motivation I see that more and more companies have difficulties understanding in what business they are in. The cause behind this unclearity is: lack of meaning, transparancy, internet(API’s), technology, customization and commoditization of distrubution

I see that more and more companies have difficulties understanding in what business they are in.

The cause behind this unclearity is: lack of meaning, transparancy, internet(API’s), technology, customization and commoditization of distrubution

Traditional Valuechain Input Output “ Has become rational Profit Chain”

First Step Seperate each function . A function that the consumer can recognize in the end experience

2nd Dimension Make an open platform from each function. Make it possible for other “customers” to use GROW THROUGH OPENESS Innovation Wholesale Distribution Content Marketing

3rd Dimension Innovation Wholesale Retail Experience Research Distribution Marketing Production Each function needs to contribute value GROW THROUGH FOCUS Easier Better Cleaner Experience

The “Functional Business Block” Function Input/output (efficiency) Value (contribution) Openess (platform)

The “Functional Business Block” Abstract Element It (output, measureable) Me (meaning, true value) We (interaction) Inspired by Daniel Ofman Element can be : Product Employee BU Service

Choosing your FBB Analyse how efficient you run the FBB. Measure and Benchmark.. Analyse how much real value you create for the customer. Uniqueness? Can you open up the FBB so that other “customers” can use it/create it? Work together..

Analyse how efficient you run the FBB. Measure and Benchmark..

Analyse how much real value you create for the customer. Uniqueness?

Can you open up the FBB so that other “customers” can use it/create it? Work together..

Value chain mash-ups Experience The CUSTOMER decides which FBB mash-up he/she will experience

Controling experiences MANY companies try to control the end user experience. It gives them certainty, assumed margin(higher up the valuechain) and assumed CONTROL. What TRUELY happens is that companies don’t focus on adding TRUE value in each FUNCTION.

MANY companies try to control the end user experience.

It gives them certainty, assumed margin(higher up the valuechain) and assumed CONTROL.

What TRUELY happens is that companies don’t focus on adding TRUE value in each FUNCTION.

Adding Value creates Margin Only when true value(contribution) and openess(together) is created in each FBB sustainable growth is possible. Focus on Openess and V alue Not only on input/output

Only when true value(contribution) and openess(together) is created in each FBB

sustainable growth is possible.

Focus on Openess and V alue

Not only on input/output

The Innovation Cycle

Power2thePeople

About Author Raimo van der Klein is a marketing and sales professional who worked previously for several large retailers and has been involved in “Connecting People” for the past 6 years. Raimo worked at Nokia Networks as a Product Marketing Manager and worked for Nokia Mobile phones as a Key Account Manager. Currently he is working as Principal Innovation Manager at KPN in the Netherlands. Responsible for social networks and blogging. Current interests involve: Mobile Marketing, Social Networking, Social sharing, Social Search, RFID, 2D Barcodes, Cocreation, Crowdsourcing, Context awareness, Gadgets, Sustainability, Strategic CSR. For more information contact me at [email_address]

Raimo van der Klein is a marketing and sales professional who worked previously for several large retailers and has been involved in “Connecting People” for the past 6 years. Raimo worked at Nokia Networks as a Product Marketing Manager and worked for Nokia Mobile phones as a Key Account Manager.

Currently he is working as Principal Innovation Manager at KPN in the Netherlands. Responsible for social networks and blogging. Current interests involve: Mobile Marketing, Social Networking, Social sharing, Social Search, RFID, 2D Barcodes, Cocreation, Crowdsourcing, Context awareness, Gadgets, Sustainability, Strategic CSR.

For more information contact me at [email_address]