Business Model Innovation
Cultural Heritage
BMI knowledge fair june 19 2009

The Cultural
Heritage sector aims
to preserve our
heritage and make it
broadly accessible

Digitization is a
powerful tool to reach
those goals and create
added value. But
what’s the right
business model?

We picked up the canvas and got to work

Here’s an example...

The project made 400 photo’s of the National
Archive available on Flickr- The Commons

Why?

Why? Reach a larger
audience

Why? Reach a larger
audience
create user-participation

Why? Reach a larger
audience
create user-participation
(through social tagging)

Here’s how this
mapped out on the
canvas:

The ‘old’ model looked something like this

The ‘old’ model looked something like this

The ‘old’ model looked something like this

The ‘old’ model looked something like this

The ‘old’ model looked something like this

The ‘old’ model looked something like this

The ‘old’ model looked something like this

Cost structure is
clear. Value creation is
subsidized

In the new model things had
drastically changed

Open Content
In the new model things had
drastically changed

Open Content
In the new model things had
drastically changed

Open Content
Platform
In the new model things had
drastically changed

Internet
Open Content
Platform
In the new model things had
drastically changed

Technology
driven
Internet
Open Content
Platform
In the new model things had
drastically changed

Technology
driven
Internet
Open Content
Platform
In the new model things had
drastically changed

Technology
driven
Internet
Open Content
Platform
In the new model things had
drastically changed

Technology
driven
Internet
social tagging
Open Content
Platform
In the new model things had
drastically changed

Results: >1 million page views

We have just regained
relevance!

Results: >2000 comments
We have just regained
relevance!

We have just regained
relevance!

Results: >14000 tags
We have just regained
relevance!

We have just regained
relevance!

With increased relevance
(= value creation) comes
earning capacity

Subsidy
Sponsoring
Printing on demand Affiliates
Advertisements
Community donations
Freemium

‘Great! We now have a grip on
the ‘what’, ‘who’ and ‘how’ of
business moddeling...’

‘But it does not yet give me an
answer on ‘why’ I am doing
this...’

‘The world around me changes
rapidly. I have an abundance of
challenges and opportunities to
face!’

‘I need an instrument to assess
which business model innovation
makes sense for me’
=

Perhaps if we
combine knowledge
and expertise we Mike Overdijk
will find some JAM Visual thinking
answers...
Jim Collins
Author ‘Good to Great in the social sector’

"The fox knows many things, but the hedgehog
knows one big thing- Archilochus"

= mash up of the ‘Hedgehog Concept’
applied to cultural heritage

Why
Has the Hedgehog found a home?

Why
Has the Hedgehog found a home?

Knowledgeland 2008
Harry Verwayen: hv@kl.nl
Aknowlegdments
Mundo Resink (drawings and insights): mundo@mundoresink.nl
Mike Overdijk (Hedgehog drawings): mike@visualthinking.com
Jim Collins: author ‘Good to Great in the social sector
Bud Cadell: author ‘whatconsumesme’
Archilochus: hedgehog and the fox parable
Alex Osterwalder: The BMI Canvas