LSMup Berlin Talk by Alex Osterwalder

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We were happy to present Alex Osterwalder at the LeanStartupMeetup (#LSMup) on April 26 in Berlin. …

We were happy to present Alex Osterwalder at the LeanStartupMeetup (#LSMup) on April 26 in Berlin.
Alex talked about how to design, test and pivot business models.
You can find this talk also on Youtube http://www.youtube.com/watch?v=wd7yxmgkS_M

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Transcript

  • 1. Burn your Business Plan,Leave the Stone Age Behindhow to design, test, and pivot business models @AlexOsterwalder
  • 2. the tools we use inentrepreneurshipare still pretty basic
  • 3. “ no business plan survives the first contact with customers ”Steve Blank,entrepreneur & thought leader
  • 4. “ plans are worthless, but planning is everything Dwight D. Eisenhower, US President 1948 - 1953 ”
  • 5. plan your searchfor successfulbusiness models
  • 6. buzz  group
  • 7. ?discuss with your seat neighbor what a business model is and write down your definition
  • 8. ! we lack a clear language andmethod to discuss, analyze, improve, and invent business models
  • 9. ? what usually happens in ameeting where the “top agenda point” is the business model?
  • 10. ?how do we get over blah blah blah to create outstanding business models that produce growth?
  • 11. 1 2 3language levels experiments
  • 12. 1 language
  • 13. “ Any problem can be made clearer with a picture Dan Roam, author ”
  • 14. BusinessModelCanvas
  • 15. building building block block building building block buildingbuilding block block block building block building block building block build ing ng building buildi bloc k block block
  • 16. illustration
  • 17. how much did the cost of coffeeconsumed at home change forSwiss households over the last couple of years?
  • 18. 600%to800%more
  • 19. Nespressochanged the business model for espresso
  • 20. RESULTS
  • 21. one of the fastest-growing businesses in the Nestlé group
  • 22. average growth of30% p.a. since 2000
  • 23. over 3.5 billion CHF annualrevenue with 1 product line (3.8 bio USD)
  • 24. buzzgroup
  • 25. ? ?? ? ? ? ? ? ? 38
  • 26. B2C marketin brand g ution distrib Nespresso club production & SCM household Nespresso s machine machines ermanufactur patents brand brand brand retail mail Nespresso busine order ss pods coffee distribution growers Nespresso channels .com production coffee call Nespresso facilites center stores 1 x machine repeti ion B2C product marketin tive sales pod sa distribution brand g les 39
  • 27. 2 levels
  • 28. morelessons
  • 29. Nespresso almost failed in1987 due to a nonperforming business model
  • 30. ne machi offices cturer Nespressomanufa system joint venture with manufacturer 43
  • 31. !the business model is often thedifference between success and failure for the same product
  • 32. morelessons
  • 33. ! we are moving from portfolios of products toportfolios of business models (cf Apple, Amazon)
  • 34. there are levels ofbusiness model strategy
  • 35. iPad stencil, actual scale, template by hortis, le studio. Feb. 2010. http://hortis.lestudio.chdate: project: screen:author:
  • 36. 3 experiments
  • 37. designing andprototyping b.models
  • 38. Frank Gehry,architect
  • 39. [source: Sony Pictures]
  • 40. [source: Sony Pictures]
  • 41. [source: Wikimedia Commons]
  • 42. ?what does that have to dowith business models and my organization?
  • 43. prototyping is“ the conversation you have with your ideas Tom Wujec, designer ”
  • 44. ?how can we boost prototyping?
  • 45. Business Model Toolbox... 65
  • 46. BusinessModelGeneration.com/toolbox iPad stencil, actual scale, template by hortis, le studio. Feb. 2010. http://hortis.lestudio.chdate: project: screen:author:
  • 47. Strategyzer.com / 50% off: “leanstartup_berlin”
  • 48. testing and pivoting prototypes
  • 49. a business model (prototype)might look great on paper... building block building buildin block g blo block ck building block building block build in block g building building block block build in block g .. but after all it is only a... building buil d block blo ing ck buildin g block
  • 50. ... a set of hypotheses guess guess guess guess guessguess guess guess guess guess g uess guess
  • 51. !there is no proof that even the best business model on paper will really work
  • 52. SteveBlank.com/books.html
  • 53. “ there are no facts in the building... so get the hell out and talk to customers Steve Blank, entrepreneur & author ”
  • 54. “ pivots are business model changes without crisis Steve Blank, entrepreneur & author ”
  • 55. THANK YOU! BusinessModelGeneration.comAlexOsterwalder.com / @AlexOsterwalder BusinessModelAlchemist.com