Management20 Competitive Advantage Through Business Model Design Innovation 14836

Management2.0: Competitive Advantage through Business Model Design & Innovation Guadalajara, June 2007 Alexander Osterwalder, PhD [email_address] DRAFT VERSION

change is the process by which the future invades our lives -> Alvin Toffler

first of all: what are YOUR concerns? (buzz groups)

what are YOUR biggest issues and fears you face in strategic management today?

where do YOU see the largest opportunities to improve strategic management today?

your expectations for today?

what is innovation?

tell me about the most important innovations in your company

types of innovation?

technology innovation

process innovation

product & service innovation

business model innovation

four levels of innovation business model innovation product & service innovation process innovation technology innovation

“ Business model innovation matters” and it is a top priority of CEOs

Operating Margin Growth in Excess of Competitive Peers compound annual growth rate over five years [Source: IBM, CEOs are expanding the innovation horizon: important implications for CIOs]

Benefits Cited by Business Model Innovators percent of respondents [Source: IBM, Global CEO Study 2006]

why talk about business models?

how do you describe a business model?

without a common language

how do you communicate a business model?

Development plan

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Strategy Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Cras in tortor. Sed posuere erat. Maecenas pulvinar nulla eu magna. Vivamus semper, risus ut egestas pulvinar, lectus ante feugiat quam, sit amet congue odio lacus ac ipsum. Aliquam suscipit, est ut volutpat vulputate, nulla felis pulvinar libero, non ornare libero ipsum tristique tortor. Fusce sed lorem vitae justo feugiat malesuada. Donec aliquet. Vivamus semper eros nec diam. Vivamus sem arcu, imperdiet nec, congue ac, scelerisque vel, nulla. Donec et mauris. Integer a nulla vulputate pede consequat euismod. Praesent molestie urna nec leo. Proin eros. Maecenas ac sem nec dui sodales tempus. Maecenas suscipit egestas velit. Suspendisse vel tortor. Proin imperdiet, sem nec aliquet ultrices, nunc est egestas eros, non hendrerit magna eros eget augue. Maecenas sed leo vitae leo faucibus vulputate. Proin dignissim eros at augue. Nam luctus nulla non nibh. Nam at lorem ac mauris laoreet viverra. In placerat consequat nunc. Donec rhoncus nunc ac urna. Integer vestibulum condimentum orci. Fusce velit turpis, malesuada quis, scelerisque ut, eleifend vitae, ipsum. Vestibulum eu erat. Vestibulum justo nisl, tincidunt et, semper vel, tristique quis, eros. Vestibulum tempus, massa vel consectetuer congue, erat magna consequat purus, a facilisis orci nibh vitae purus. Nam tincidunt venenatis ligula. Nunc orci nulla, ornare quis, lobortis viverra, dapibus at, turpis. Suspendisse sit amet nisl at enim tincidunt blandit. Curabitur augue est, suscipit sed, egestas sit amet, vehicula vitae, tellus. Maecenas nec metus vel nisi interdum pellentesque. Words Text Text Text 18% 300% 12% 1% through inappropriate means

how do you implement a business model?

with outdated methods

how do you measure the success of a business model?

we don’t

how do you change a business model and innovate ?

we re-invent the wheel

what is a business model?

VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS ACTIVITY CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS INFRASTRUCTURE CUSTOMER OFFER FINANCE a business model describes the value an organization offers to various customers and portrays the capabilities and partners required for creating, marketing, and delivering this value and relationship capital with the goal of generating profitable and sustainable revenue streams DISTRIBUTION CHANNELS [Osterwalder (2004) The Business Model Ontology] business model framework

case study

you become the new owner of a soccer club …

describe YOUR club’s business model

describing how a wealth management bank acquires its clients what value proposition do you offer, to which customer segments ?

VALUE PROPOSITION CUSTOMER SEGMENTS value proposition 1 value proposition 2 … target customer 1 target customer 2 … CUSTOMER OFFER what value proposition do you offer, to which customer segments? (model)

what value proposition do you offer, to which customer segments? (example) spectacular offensive football fans CUSTOMER OFFER advertising space & high visibility advertisers … …

how do you reach your customers ?

VALUE PROPOSITION COMMUNICATION & DISTRIBUTION CHANNELS value proposition 1 value proposition 2 … channel 1 channel 2 … OFFER how do you reach your customers? (model) CUSTOMER SEGMENTS target customer 1 target customer 2 … CUSTOMER

spectacular offensive football stadium & box office CUSTOMER OFFER how do you reach your customers? (example) club owned TV channel fans mobile phone TV advertising space & high visibility sales force advertisers

how do you build relationships?

VALUE PROPOSITION CUSTOMER RELATIONSHIP value proposition 1 value proposition 2 … mechanism 1 mechanism 2 … OFFER CUSTOMER SEGMENTS target customer 1 target customer 2 … CUSTOMER how do you build relationships with your customers? (model)

spectacular offensive football personalized website (ticketing) CUSTOMER OFFER team blog (RSS) fans … how do you build relationships with your customers? (example)

how do you earn your money with this business model?

VALUE PROPOSITION REVENUE STREAMS value proposition 1 value proposition 2 … revenue stream 1 revenue stream 2 … OFFER CUSTOMER SEGMENTS target customer 1 target customer 2 … FINANCE how do you earn your money with this business model? (model)

spectacular offensive football ticket sales FINANCE OFFER TV channel subscriber fees fans mobile phone TV subscriber fees advertising space & high visibility advertising revenues advertisers how do you earn your money with this business model? (example)

the big picture (business model)

team management

event management

venue management

ticketing

VIP relationship management

video crew

…

attractive soccer

360 º event (match, dining, shopping)

exclusive VIP lounges

merchandising

renting out stadium

…

stadium

POS networks

club website (+online TV)

club cable TV channel

mobile phone TV channel

…

play attractive & win games

brand management

video images

channel management

fans (families, etc.)

fan groups

companies

event/concert organizers

advertisers

…

team & maintenance

infrastructure management

marketing

video

Ticket fees & season tickets

online TV subscription revenues

revenue sharing cable & mobile phone TV

renting out stadium for events

advertising revenues

merchandising revenues

food & beverages

ticketing services

promoters

ad placement

telecom operator

TV operator

…

personalized web profile

newsletter

team blog (RSS)

VIP events with team

…

Value Proposition Distribution Channel Target Customer Customer Relationship Partner Network Activity Configuration Core Capability Cost Structure Revenue Model the big picture

team management

event management

venue management

ticketing

video crew

…

attractive soccer

merchandising

renting out stadium

…

stadium

POS networks

…

brand management

video images

channel management

fan groups

companies

advertisers

…

team & maintenance

marketing

video

food & beverages

ticketing services

promoters

ad placement

telecom operator

TV operator

…

newsletter

team blog (RSS)

…

Value Proposition Distribution Channel Target Customer Customer Relationship Partner Network Activity Configuration Core Capability Cost Structure Revenue Model value creates revenues

team management

event management

venue management

ticketing

video crew

…

attractive soccer

merchandising

renting out stadium

…

stadium

POS networks

…

brand management

video images

channel management

fan groups

companies

advertisers

…

team & maintenance

marketing

video

food & beverages

ticketing services

promoters

ad placement

telecom operator

TV operator

…

newsletter

team blog (RSS)

…

Value Proposition Distribution Channel Target Customer Customer Relationship Partner Network Activity Configuration Core Capability Cost Structure Revenue Model creating value requires infrastructure

team management

event management

venue management

ticketing

video crew

…

attractive soccer

merchandising

renting out stadium

…

stadium

POS networks

…

brand management

video images

channel management

fan groups

companies

advertisers

…

team & maintenance

marketing

video

food & beverages

ticketing services

promoters

ad placement

telecom operator

TV operator

…

newsletter

team blog (RSS)

…

Value Proposition Distribution Channel Target Customer Customer Relationship Partner Network Activity Configuration Core Capability Cost Structure Revenue Model infrastructure generates costs

team management

event management

venue management

ticketing

video crew

…

attractive soccer

merchandising

renting out stadium

…

stadium

POS networks

…

brand management

video images

channel management

fan groups

companies

advertisers

…

team & maintenance

marketing

video

food & beverages

ticketing services

promoters

ad placement

telecom operator

TV operator

…

newsletter

team blog (RSS)

…

Value Proposition Distribution Channel Target Customer Customer Relationship Partner Network Activity Configuration Core Capability Cost Structure Revenue Model the profit zone <

the process of designing a business model

the focus of the business modeler

user-centered

Nokia: Jan Chipchase

creativity & exploration

Googleplex

interdisciplinary approach

Grameen Phone Bangladesh

holistic design

Apple iTunes & iPod

strategic fit

Amazon.com

the business modeler’s toolbox

co-creation

ideation

visualization

prototyping

the design process

1. identify interdisciplinary stakeholders -> set-up team

2. understand business environment –> frame problem

3. suspend reality -> ideate

4. bring back reality -> prototype

5. chose suitable design -> decide

6. sketch out projects & workload -> draw implementation plan

7. outline key indicators to follow -> choose measures

8. select the right teams and people -> make responsible

9. execute the plan -> manage implementation & change

10. evaluate, learn and redesign -> manage improvement

examples

to come…

feedback for this draft ppt welcome!! [email_address]

Alexander Osterwalder, PhD [email_address] www.arvetica.com

all photos from Flickr under a creative commons license authors indicated in comment page of ppt

When you stop learning, you stop competing. We scan the knowledge universe for you, across disciplines and industries. We transfer the best methods, tools and theory in business to your organization. we build knowledge Change does not happen accidentally it has to be managed. We help you align strategy, people and processes with respect to your organizational culture and values. we manage change Specific problems require specific skills that you do not necessarily dispose of in-house. Through our interdisciplinary network we connect you with leading domain experts. we connect Having a great vision is not sufficient - implementation counts. We help you reconcile long term views with short term actions. We make strategy everyone's job by translating it into pragmatic and prioritized projects. we operationalize Nobody knows your business environment better than yourself. We co-design your strategic vision by building on your knowledge. Through group thinking we find the right answers to the right questions together we co-create

annexes

annex I business model template

VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIP TARGET CUSTOMER DISTRIBUTION CHANNEL VALUE CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS INFRASTRUCTURE CUSTOMER OFFER FINANCE a business model describes the value an organization offers to various customers and portrays the capabilities and partners required for creating, marketing, and delivering this value and relationship capital with the goal of generating profitable and sustainable revenue streams

VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIP TARGET CUSTOMER DISTRIBUTION CHANNEL VALUE CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS gives an overall view of a company's bundle of products and services portrays the network of cooperative agreements with other companies describes the channels to communicate and get in touch with customers describes the arrangement of activities and resources explains the relationships a company establishes with its customers sums up the monetary consequences to run a business model describes the revenue streams through which money is earned describes the customers a company wants to offer value to outlines the capabilities required to run a company's business model INFRASTRUCTURE CUSTOMER OFFER FINANCE describing a company’s business model

VALUE PROPOSITION value proposition 1 value proposition 2 … OFFER describing a company’s offer

VALUE PROPOSITION TARGET CUSTOMER value proposition 1 value proposition 2 … target customer 1 target customer 2 … CUSTOMER OFFER describing who a company offers value to

VALUE PROPOSITION TARGET CUSTOMER DISTRIBUTION CHANNEL value proposition 1 value proposition 2 … distribution channel 1 distribution channel 2 … target customer 1 target customer 2 … CUSTOMER OFFER describing how a company reaches its customers

VALUE PROPOSITION TARGET CUSTOMER CUSTOMER RELATIONSHIP value proposition 1 value proposition 2 … relationship type 1 relationship type 2 … target customer 1 target customer 2 … CUSTOMER OFFER describing the relationships a company builds

TARGET CUSTOMER REVENUE STREAM revenue stream 1 revenue stream 2 … target customer 1 target customer 2 … FINANCE VALUE PROPOSITION value proposition 1 value proposition 2 … OFFER CUSTOMER describing how a company makes money

CORE CAPABILITIES VALUE PROPOSITION core capability 1 core capability 2 … value proposition 1 value proposition 2 … OFFER INFRASTRUCTURE describing what capabilities are required

describing what activities are required VALUE PROPOSITION VALUE CONFIGURATION CORE CAPABILITIES value proposition 1 value proposition 2 … core capability 1 core capability 2 … activity 1 activity 2 … INFRASTRUCTURE OFFER

describing the partners that leverage the business model VALUE PROPOSITION PARTNER NETWORK CORE CAPABILITIES value proposition 1 value proposition 2 … core capability 1 core capability 2 … partner 1 partner 2 … INFRASTRUCTURE OFFER

VALUE PROPOSITION COST STRUCTURE cost account 1 cost account 2 … value proposition 1 value proposition 2 … FINANCE INFRASTRUCTURE OFFER describing the costs of a business model CORE CAPABILITIES core capability 1 core capability 2 …

annex ii other