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BUSINESS MODELING
BASED ON BUSINESS MODEL GENERATION BY ALEX OSTERWALDER & YVES
PIGNEUR

Greg Horowitt
T2 Venture Capital
WHAT IS A BUSINESS MODEL?
A business model is a way of articulating the
flow and dependencies of how an organization
creat...
WHY IS THIS
IMPORTANT?
To organize your thoughts, understand options, assert
hypotheses, and formulate ways to test them
WHAT IS A BUSINESS
CANVAS?
A visual and flow form way of illustrating your business model
Why business modeling vs.
business planning?
• Business plans are static documents and startups

are dynamic
• No business...
CUSTOMER SEGMENTS

which customers and users are you serving?
which jobs do they really want to get done?
VALUE PROPOSITIONS

what are you offering them? what is that
getting done for them? do they care?
CHANNELS

how does each customer segment want to be reached?
through which interaction points?
CUSTOMER RELATIONSHIPS

what relationships are you establishing with each segment?
personal? automated? acquisitive? reten...
REVENUE STREAMS

what are customers really willing to pay for? how?
are you generating transactional or recurring revenues...
KEY RESOURCES

which resources underpin your business model? which
assets are essential?
KEY ACTIVITIES

which activities do you need to perform well in your
business model? what is crucial?
12
KEY PARTNERS

which partners and suppliers leverage your model?
who do you need to rely on?
COST STRUCTURE

what is the resulting cost structure?
which key elements drive your costs?
key activities

value
proposition

customer
relationships

key
partners

customer
segments

cost
structure

revenue
stream...
building
block

building
block

building
block

building
block

building
block

building
block

g
buildin
block

building
...
9 Guesses

Guess

Guess

Guess

Guess
Guess

Guess

Guess

Guess

Guess
PATTERNS
•
•
•
•
•

Unbundling
The Long Tail
Multi-Sided Platforms
Free
Open Business Models
Unbundling the Corporation
John Hagel and Mark Singer

• Three businesses in one
• Customer relationship management
• Prod...
The Long Tail
• Selling less of more
• Examples: Netflix, eBay, YouTube,

Facebook
• Lego, M&M
Multi-sided Platforms
• Brings together two or more separate, but connected

groups of customers
• Value is generated only...
Free
• One set of customers can always benefit from free of
•
•
•
•

charge offers
Subsidized by another group
Examples: S...
Open Business Model
• Use external innovation sources to grow business
• Sell innovation to external partners
• Can be ins...
DESIGN
Ideation
• Brainwriting and Brainwalking, Silly Cow, Worst Idea
• Lateral Thinking (Atlasian’s FedEx day)
• Using the 9 bu...
STORYTELLING
Give life to the intangible
Create clarity
Engage me
STRATEGY
PROCESS
5 Phases of Business Model Process
• Mobilize
• Understand
• Design
• Implement
• Manage
Business modeling
Business modeling
Business modeling
Business modeling
Business modeling
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Business modeling
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Transcript of "Business modeling"

  1. 1. BUSINESS MODELING BASED ON BUSINESS MODEL GENERATION BY ALEX OSTERWALDER & YVES PIGNEUR Greg Horowitt T2 Venture Capital
  2. 2. WHAT IS A BUSINESS MODEL? A business model is a way of articulating the flow and dependencies of how an organization creates, delivers and harvests value
  3. 3. WHY IS THIS IMPORTANT? To organize your thoughts, understand options, assert hypotheses, and formulate ways to test them
  4. 4. WHAT IS A BUSINESS CANVAS? A visual and flow form way of illustrating your business model
  5. 5. Why business modeling vs. business planning? • Business plans are static documents and startups are dynamic • No business plan survives first contact with the customer (variation on Sun Tzu’s ‘Art of War’) • Companies without product and no sales must develop hypotheses and a way to test them • Your assumptions are more relevant to potential investors than a spreadsheet with financial models and a ‘hockey stick’ ramp • Able to remodel as you ‘pivot’
  6. 6. CUSTOMER SEGMENTS which customers and users are you serving? which jobs do they really want to get done?
  7. 7. VALUE PROPOSITIONS what are you offering them? what is that getting done for them? do they care?
  8. 8. CHANNELS how does each customer segment want to be reached? through which interaction points?
  9. 9. CUSTOMER RELATIONSHIPS what relationships are you establishing with each segment? personal? automated? acquisitive? retentive?
  10. 10. REVENUE STREAMS what are customers really willing to pay for? how? are you generating transactional or recurring revenues?
  11. 11. KEY RESOURCES which resources underpin your business model? which assets are essential?
  12. 12. KEY ACTIVITIES which activities do you need to perform well in your business model? what is crucial? 12
  13. 13. KEY PARTNERS which partners and suppliers leverage your model? who do you need to rely on?
  14. 14. COST STRUCTURE what is the resulting cost structure? which key elements drive your costs?
  15. 15. key activities value proposition customer relationships key partners customer segments cost structure revenue streams key resources channels 15 images by JAM
  16. 16. building block building block building block building block building block building block g buildin block building block building block building block buildi ng block building block
  17. 17. 9 Guesses Guess Guess Guess Guess Guess Guess Guess Guess Guess
  18. 18. PATTERNS • • • • • Unbundling The Long Tail Multi-Sided Platforms Free Open Business Models
  19. 19. Unbundling the Corporation John Hagel and Mark Singer • Three businesses in one • Customer relationship management • Product Innovation • Infrastructure management • Three economic imperatives • Economic • Competitive • Cultural • Examples • Banking • Telecommunicatioins
  20. 20. The Long Tail • Selling less of more • Examples: Netflix, eBay, YouTube, Facebook • Lego, M&M
  21. 21. Multi-sided Platforms • Brings together two or more separate, but connected groups of customers • Value is generated only if one group is present with another group • Example: eBay, Google, Apple iTunes and App Store, Pinterest • Network effect increases value
  22. 22. Free • One set of customers can always benefit from free of • • • • charge offers Subsidized by another group Examples: Skype, Google, Pandora, Spotify, Facebook Upgrade to Freemium model (Skype, Mozy) Bait and Hook (most US cellular carriers, Gillette)
  23. 23. Open Business Model • Use external innovation sources to grow business • Sell innovation to external partners • Can be inside-out, or outside-in • P&G • GSK (patent pools for underserved diseases) • Apple App Store
  24. 24. DESIGN
  25. 25. Ideation • Brainwriting and Brainwalking, Silly Cow, Worst Idea • Lateral Thinking (Atlasian’s FedEx day) • Using the 9 building blocks of the Canvas • What if? • Prototyping • Visual Thinking • Post-it™ Notes • Drawing • Storyboarding • Scenario planning
  26. 26. STORYTELLING Give life to the intangible Create clarity Engage me
  27. 27. STRATEGY
  28. 28. PROCESS
  29. 29. 5 Phases of Business Model Process • Mobilize • Understand • Design • Implement • Manage
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