SXSW Las Vegas 2014
VISION
TO
VENTURE Justine
Bloome
Patrick
Van der Pijl
John Meada
YOUR NEXT
CEO IS A DESIGNER
#VisionBiz
@Patrickpijl
PATRICK
VAN DER
PIJL
#VisionBiz
@inBloome
JUSTINE
BLOOM
THREE
MESSAGES
FOR YOU
VISION
BUSINESS MODEL
BRAND
`	
  YOUR START-UP
THROUGH
SPOTIFY
WHY WE NEED NEW
TOOLS?
THE WORLD HAS
CHANGED...
CUSTOMERS ARE
CHANGING TOO…
BUSINESS AS USUAL
IS DEAD
BUSINESS PLANS ARE
SO 1980
A SHORT
INTRODUCTION
WE WANTED TO
DISRUPT THE
PUBLISHING
INDUSTRY
243USD
OVER 1 MILLION SOLD
30+ TRANSLATIONS
WHY IS BUSINESS
MODELING SO
POPULAR?
DISRUPT BEFORE
WE ARE DISRUPTED
1 SINGLE
QUESTION
WHERE IS
VALUE
CREATED?
Insights from Moments of Impact:
UNFORESEEN
TURBULENCE IS A
CONSTANT
FEATURE IN OUR
WORLD
VUCA – WORLD:
NON-STOP VOLATILITY,
UNCERTAINTY,
COMPLEXITY AND
AMBIQUITY
LIKE AN AMUSEMENT PARK:
FULL OF THRILLING RIDES.
NOT ALL OF THEM ARE FUN.	
  
Source:	
  Moments	
  of	
  Impact	
  
THE WORLD
HAS CHANGED
`	
  FROM THIS…
TO AMAZON.
FROM THIS…
TO TECHSHOP.
FROM THIS…
*	
  A	
  new	
  taxi	
  concept	
  in	
  San	
  Francisco	
  
TO LYFT*
FROM THIS…
`	
  TO BMW DRIVENOW.
WHAT WE SEE...
ARE THE
NEW RULES
OF BUSINESS
BUSINESS
MODEL
HOW	
  
THE BUSINESS
MODEL CANVAS
A	
  BUSINESS	
  MODEL	
  	
  
DESCRIBES	
  THE	
  RATIONALE	
  	
  
OF	
  HOW	
  AN	
  ORGANIZATION	
  
CREATES,	
  DELIV...
CUSTOMER SEGMENTS1
VALUE PROPOSITIONS2
CHANNELS3
CUSTOMER RELATIONSHIPS4
REVENUE STREAMS5
KEY RESOURCES6
KEY ACTIVITIES7
KEY PARTNERS8
COST STRUCTURE9
CUSTOMER
SEGMENTS
KEY PARTNERS
COST STRUCTURE REVENUE STREAMSCHANNELS
CUSTOMER
RELATIONSHIPS
KEY RESOURCES
VALUE PROPOSITI...
ONE EXAMPLE
THE
BUSINESS MODEL
OF SPOTIFY
WHAT DID THE
START LOOK LIKE?
10 min.
Business	
  model	
  SpoLfy	
  
OFFER
DISTRIBUTION
CHANNELS
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
REVENUE STREAMSCOST S...
VISION
WHY	
  
CAN WE DESIGN A
CANVAS FOR
VISION?
DISCUSSION:
WHAT ARE VISION
ELEMENTS?
SOME VISION
CANVAS EXAMPLES
LET’S LOOK AT
SPOTIFY AGAIN…
“We	
  are	
  going	
  to	
  	
  
provide	
  music	
  to	
  everyone	
  	
  
(any	
  Lme,	
  any	
  place)	
  
in	
  a	
  ...
DESIGNING BETTER BUSINESSES
WHAT DID THEIR
VISION CANVAS
LOOK LIKE?
Give people access to all
the music they want all time
in a legal and accessible way
Go to the US market
Get subscribers t...
QUESTION
WHERE DOES
VISION SHOW UP
IN THE BUSINESS
MODEL?
Business	
  model	
  SpoLfy	
  
OFFER
DISTRIBUTION
CHANNELS
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
REVENUE STREAMSCOST S...
NOW IT IS TIME
FOR YOUR VISION
WE USE A VISION
CANVAS…
`	
  10 MINUTES
BRAND
HOW	
  DO	
  WE	
  TELL	
  	
  
THE	
  STORY	
  
TO	
  OTHERS?	
  
THE STORY OF
Your brand is the sum of all the
experiences a person has with you
brand story
make your
about them
The most successful brands
that others can
create stories
share and re-tell
Hearts & Minds
Where is the value?
How do they feel?
Brand goes beyond looks…
it’s how you act and behave
Good brand strategy is
a lens for every audience
Brand guides internal conversations…
There’s work and there’s your life’s work.
The kind of work that has your fingerprints all over it. The kind of
work that y...
and how you explain your concept
to investors or shareholders
“To bring inspiration and innovation
to every athlete* in the world”
* “If you have a body, you’re an athlete” 

~ Nike co...
BRAND COMPASS
Navigating your brand story
PERSONALITY
PURPOSE &
VALUES
ARTEFACTSTHINK FEEL DO
RELATIONSHIP
SELF-IMAGE
RALLYING
CRY
BRANDCUSTOMER
Brand will tend to build a reflection
(or an image) of the buyer over time
THINK 

FEEL

DO
RELATIONSHIP
SELF-IMAGE
The stereotypical
user of the brand
Customer =
Self-Image
SELF-
IMAGE
Self-image is how customers
see (part of) themselves 

in your brand
SELF-
IMAGE
What part of your customers’
attitudes or beliefs 

will you reflect?
SELF-
IMAGE
Young, Free,
Connected
Brand Personality
the brand’s character - imagine your
brand as a person and describe him/
her 

in 3 words or phrases
PERSONALITY
PERSONALITY
Easy, Personal, Fun
Purpose & Values
not WHAT you do. WHY
you do it.
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS
Why do you exist?
What role do you play in
customers’ lives?
What do you stand for?
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS
Values will guide a brand
towards delivering on its
Purpose
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS
Give people access to all the music they
want all the time - 

in a completely free, legal 

and accessible way
PERSONALIT...
Relationship
THINK 

FEEL

DO
RELATIONSHIP
SELF-IMAGE
succinctly describes
how the brand interacts
with the customer
THINK 

FEEL

DO
RELATIONSHIP
SELF-IMAGE
Soundtrack to Life
Think, Feel, Do
THINK 

FEEL

DO
What will a customer

ideally think, feel and do
after engaging the brand?
THINK 

FEEL

DO
Play only the songs I want, when & where I want them
Connected, fun, free-spirited
Play, Love, Discover, ...
Brand Artefacts
ARTEFACTS
How will a customer

recognise your brand?
Visuals, Experience, Sound
ARTEFACTS
Green
My music, wherever I am, any device
Discovery, friends, sharing
PERSONALITY
PURPOSE & VALUES
ARTEFACTS
THINK 

FEEL

DO
RELATIONSHIP
SELF-IMAGE
RALLYING
CRY
PERSONALITY
PURPOSE & VALUES
ARTEFACTS
THINK
FEEL DO
RELATIONSHIP
SELF-IMAGE
BRANDCUSTOMER Soundtrack
for life
Music for

...
RATIONAL REASONING
EMOTIONAL CONNECTION
PATRICK
VAN DER PIJL
CEO Business Models Inc.
Producer Business Model
Generation
Patrick helps corporates
and start-ups to...
JUSTINE BLOOME
justinebloome.com
Find me on Twitter @inBloome
Connect with me on LinkedIn /in/justinebloome
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Vision to Business Model to Brand
Upcoming SlideShare
Loading in...5
×

Vision to Business Model to Brand

24,215

Published on

Whether you have a new business idea to launch, or an existing business that needs to redefine its vision and brand for future growth, at this presentation at SXSW V2V Las Vegas, Patrick and Justine gave hands-on tools to map your vision into your business model and in turn, using this to define your brand strategy to engage customers.

Published in: Business
2 Comments
210 Likes
Statistics
Notes
No Downloads
Views
Total Views
24,215
On Slideshare
0
From Embeds
0
Number of Embeds
28
Actions
Shares
0
Downloads
1
Comments
2
Likes
210
Embeds 0
No embeds

No notes for slide

Vision to Business Model to Brand

  1. 1. SXSW Las Vegas 2014 VISION TO VENTURE Justine Bloome Patrick Van der Pijl
  2. 2. John Meada YOUR NEXT CEO IS A DESIGNER
  3. 3. #VisionBiz @Patrickpijl PATRICK VAN DER PIJL
  4. 4. #VisionBiz @inBloome JUSTINE BLOOM
  5. 5. THREE MESSAGES FOR YOU
  6. 6. VISION BUSINESS MODEL BRAND
  7. 7. `  YOUR START-UP
  8. 8. THROUGH SPOTIFY
  9. 9. WHY WE NEED NEW TOOLS?
  10. 10. THE WORLD HAS CHANGED...
  11. 11. CUSTOMERS ARE CHANGING TOO…
  12. 12. BUSINESS AS USUAL IS DEAD
  13. 13. BUSINESS PLANS ARE SO 1980
  14. 14. A SHORT INTRODUCTION
  15. 15. WE WANTED TO DISRUPT THE PUBLISHING INDUSTRY
  16. 16. 243USD
  17. 17. OVER 1 MILLION SOLD 30+ TRANSLATIONS
  18. 18. WHY IS BUSINESS MODELING SO POPULAR?
  19. 19. DISRUPT BEFORE WE ARE DISRUPTED
  20. 20. 1 SINGLE QUESTION
  21. 21. WHERE IS VALUE CREATED?
  22. 22. Insights from Moments of Impact: UNFORESEEN TURBULENCE IS A CONSTANT FEATURE IN OUR WORLD
  23. 23. VUCA – WORLD: NON-STOP VOLATILITY, UNCERTAINTY, COMPLEXITY AND AMBIQUITY
  24. 24. LIKE AN AMUSEMENT PARK: FULL OF THRILLING RIDES. NOT ALL OF THEM ARE FUN.   Source:  Moments  of  Impact  
  25. 25. THE WORLD HAS CHANGED
  26. 26. `  FROM THIS…
  27. 27. TO AMAZON.
  28. 28. FROM THIS…
  29. 29. TO TECHSHOP.
  30. 30. FROM THIS…
  31. 31. *  A  new  taxi  concept  in  San  Francisco   TO LYFT*
  32. 32. FROM THIS…
  33. 33. `  TO BMW DRIVENOW.
  34. 34. WHAT WE SEE...
  35. 35. ARE THE NEW RULES OF BUSINESS
  36. 36. BUSINESS MODEL HOW  
  37. 37. THE BUSINESS MODEL CANVAS
  38. 38. A  BUSINESS  MODEL     DESCRIBES  THE  RATIONALE     OF  HOW  AN  ORGANIZATION   CREATES,  DELIVERS,  AND   CAPTURES  VALUE  
  39. 39. CUSTOMER SEGMENTS1
  40. 40. VALUE PROPOSITIONS2
  41. 41. CHANNELS3
  42. 42. CUSTOMER RELATIONSHIPS4
  43. 43. REVENUE STREAMS5
  44. 44. KEY RESOURCES6
  45. 45. KEY ACTIVITIES7
  46. 46. KEY PARTNERS8
  47. 47. COST STRUCTURE9
  48. 48. CUSTOMER SEGMENTS KEY PARTNERS COST STRUCTURE REVENUE STREAMSCHANNELS CUSTOMER RELATIONSHIPS KEY RESOURCES VALUE PROPOSITIONSKEY ACTIVITIES
  49. 49. ONE EXAMPLE
  50. 50. THE BUSINESS MODEL OF SPOTIFY
  51. 51. WHAT DID THE START LOOK LIKE? 10 min.
  52. 52. Business  model  SpoLfy   OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMSCOST STRUCTURE KEY ACTIVITIES PARTNER NETWORK KEY RESOURCES Streaming  music   PlaOorm   development  and   maintenance   Licensing   agreements   SoQware  and   network  engineers   Rightholders  (labels   and  publishers)   AdverLsers   Internet  +  PC   Ad  fees   SubscripLon  fees   FREE   RoyalLes  to   rightholders   Salaries   Bandwith  costs   Automated  online   relaLonship   Global  music  fans   AdverLsing   PlaOorm  and  brand   Mobile  
  53. 53. VISION WHY  
  54. 54. CAN WE DESIGN A CANVAS FOR VISION?
  55. 55. DISCUSSION: WHAT ARE VISION ELEMENTS?
  56. 56. SOME VISION CANVAS EXAMPLES
  57. 57. LET’S LOOK AT SPOTIFY AGAIN…
  58. 58. “We  are  going  to     provide  music  to  everyone     (any  Lme,  any  place)   in  a  legal  way”  
  59. 59. DESIGNING BETTER BUSINESSES
  60. 60. WHAT DID THEIR VISION CANVAS LOOK LIKE?
  61. 61. Give people access to all the music they want all time in a legal and accessible way Go to the US market Get subscribers to pay 220.000 Connect with local artists You do not need to pay to listen to music Anytime and any place Quicker than Itunes Portability is our main driver You won’t be charged All over the world Where does this show up? Young and old Music is social Vision Theme Every where Every one Legal FREE
  62. 62. QUESTION
  63. 63. WHERE DOES VISION SHOW UP IN THE BUSINESS MODEL?
  64. 64. Business  model  SpoLfy   OFFER DISTRIBUTION CHANNELS CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS REVENUE STREAMSCOST STRUCTURE KEY ACTIVITIES PARTNER NETWORK KEY RESOURCES (Free)  streaming   music   PlaOorm   development  and   maintenance   Licensing   agreements   SoQware  and   network  engineers   Rightholders  (labels   and  publishers)   AdverLsers   Internet  +  PC   Ad  fees   SubscripLon  fees   FREE   RoyalLes  to   rightholders   Salaries   Bandwith  costs   Automated  online   relaLonship   Global  music  fans   AdverLsing   PlaOorm  and  brand   FREE   “FREE  DRIVES   PAID”   STREAMING   SERVICES   ACCESS  TO   MUSIC   ROYALTIES   A  LEGAL  WAY   TWO  PARTIES   ONE   FUNDING  THE   OTHER   EVERY   WHERE   220.000  paid   subscribers  
  65. 65. NOW IT IS TIME FOR YOUR VISION
  66. 66. WE USE A VISION CANVAS…
  67. 67. `  10 MINUTES
  68. 68. BRAND HOW  DO  WE  TELL     THE  STORY   TO  OTHERS?  
  69. 69. THE STORY OF
  70. 70. Your brand is the sum of all the experiences a person has with you
  71. 71. brand story make your about them
  72. 72. The most successful brands that others can create stories share and re-tell
  73. 73. Hearts & Minds Where is the value? How do they feel?
  74. 74. Brand goes beyond looks… it’s how you act and behave
  75. 75. Good brand strategy is a lens for every audience
  76. 76. Brand guides internal conversations…
  77. 77. There’s work and there’s your life’s work. The kind of work that has your fingerprints all over it. The kind of work that you’d never compromise on. That you’d sacrifice a weekend for. You can do that kind of work here. People don’t come here to play it safe. They come here to swim in the deep end. They want their work to add up to something. Something big. Something that couldn’t happen anywhere else. Welcome to Apple.
  78. 78. and how you explain your concept to investors or shareholders
  79. 79. “To bring inspiration and innovation to every athlete* in the world” * “If you have a body, you’re an athlete” 
 ~ Nike co-founder Bill Bowerman
  80. 80. BRAND COMPASS Navigating your brand story
  81. 81. PERSONALITY PURPOSE & VALUES ARTEFACTSTHINK FEEL DO RELATIONSHIP SELF-IMAGE RALLYING CRY BRANDCUSTOMER
  82. 82. Brand will tend to build a reflection (or an image) of the buyer over time
  83. 83. THINK 
 FEEL
 DO RELATIONSHIP SELF-IMAGE The stereotypical user of the brand Customer =
  84. 84. Self-Image
  85. 85. SELF- IMAGE Self-image is how customers see (part of) themselves 
 in your brand
  86. 86. SELF- IMAGE What part of your customers’ attitudes or beliefs 
 will you reflect?
  87. 87. SELF- IMAGE Young, Free, Connected
  88. 88. Brand Personality
  89. 89. the brand’s character - imagine your brand as a person and describe him/ her 
 in 3 words or phrases PERSONALITY
  90. 90. PERSONALITY Easy, Personal, Fun
  91. 91. Purpose & Values
  92. 92. not WHAT you do. WHY you do it. PERSONALITY PURPOSE & VALUES ARTEFACTS
  93. 93. Why do you exist? What role do you play in customers’ lives? What do you stand for? PERSONALITY PURPOSE & VALUES ARTEFACTS
  94. 94. Values will guide a brand towards delivering on its Purpose PERSONALITY PURPOSE & VALUES ARTEFACTS
  95. 95. Give people access to all the music they want all the time - 
 in a completely free, legal 
 and accessible way PERSONALITY PURPOSE & VALUES ARTEFACTS
  96. 96. Relationship
  97. 97. THINK 
 FEEL
 DO RELATIONSHIP SELF-IMAGE succinctly describes how the brand interacts with the customer
  98. 98. THINK 
 FEEL
 DO RELATIONSHIP SELF-IMAGE Soundtrack to Life
  99. 99. Think, Feel, Do
  100. 100. THINK 
 FEEL
 DO What will a customer
 ideally think, feel and do after engaging the brand?
  101. 101. THINK 
 FEEL
 DO Play only the songs I want, when & where I want them Connected, fun, free-spirited Play, Love, Discover, Share
  102. 102. Brand Artefacts
  103. 103. ARTEFACTS How will a customer
 recognise your brand? Visuals, Experience, Sound
  104. 104. ARTEFACTS Green My music, wherever I am, any device Discovery, friends, sharing
  105. 105. PERSONALITY PURPOSE & VALUES ARTEFACTS THINK 
 FEEL
 DO RELATIONSHIP SELF-IMAGE RALLYING CRY
  106. 106. PERSONALITY PURPOSE & VALUES ARTEFACTS THINK FEEL DO RELATIONSHIP SELF-IMAGE BRANDCUSTOMER Soundtrack for life Music for
 every
 moment easy personal fun green anywhere sharing play discover love share young free connected music anytime, anywhere
  107. 107. RATIONAL REASONING EMOTIONAL CONNECTION
  108. 108. PATRICK VAN DER PIJL CEO Business Models Inc. Producer Business Model Generation Patrick helps corporates and start-ups to design better business. He has worked with more than 300 companies on business model innovation. patrick@businessmodelsinc.com
  109. 109. JUSTINE BLOOME justinebloome.com Find me on Twitter @inBloome Connect with me on LinkedIn /in/justinebloome

×