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Vision to Business Model to Brand

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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......

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.

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  • 1. SXSW Las Vegas 2014 VISION TO VENTURE Justine Bloome Patrick Van der Pijl
  • 2. John Meada YOUR NEXT CEO IS A DESIGNER
  • 3. #VisionBiz @Patrickpijl PATRICK VAN DER PIJL
  • 4. #VisionBiz @inBloome JUSTINE BLOOM
  • 5. THREE MESSAGES FOR YOU
  • 6. VISION BUSINESS MODEL BRAND
  • 7. `  YOUR START-UP
  • 8. THROUGH SPOTIFY
  • 9. WHY WE NEED NEW TOOLS?
  • 10. THE WORLD HAS CHANGED...
  • 11. CUSTOMERS ARE CHANGING TOO…
  • 12. BUSINESS AS USUAL IS DEAD
  • 13. BUSINESS PLANS ARE SO 1980
  • 14. A SHORT INTRODUCTION
  • 15. WE WANTED TO DISRUPT THE PUBLISHING INDUSTRY
  • 16. 243USD
  • 17. OVER 1 MILLION SOLD 30+ TRANSLATIONS
  • 18. WHY IS BUSINESS MODELING SO POPULAR?
  • 19. DISRUPT BEFORE WE ARE DISRUPTED
  • 20. 1 SINGLE QUESTION
  • 21. WHERE IS VALUE CREATED?
  • 22. Insights from Moments of Impact: UNFORESEEN TURBULENCE IS A CONSTANT FEATURE IN OUR WORLD
  • 23. VUCA – WORLD: NON-STOP VOLATILITY, UNCERTAINTY, COMPLEXITY AND AMBIQUITY
  • 24. LIKE AN AMUSEMENT PARK: FULL OF THRILLING RIDES. NOT ALL OF THEM ARE FUN.   Source:  Moments  of  Impact  
  • 25. THE WORLD HAS CHANGED
  • 26. `  FROM THIS…
  • 27. TO AMAZON.
  • 28. FROM THIS…
  • 29. TO TECHSHOP.
  • 30. FROM THIS…
  • 31. *  A  new  taxi  concept  in  San  Francisco   TO LYFT*
  • 32. FROM THIS…
  • 33. `  TO BMW DRIVENOW.
  • 34. WHAT WE SEE...
  • 35. ARE THE NEW RULES OF BUSINESS
  • 36. BUSINESS MODEL HOW  
  • 37. THE BUSINESS MODEL CANVAS
  • 38. A  BUSINESS  MODEL     DESCRIBES  THE  RATIONALE     OF  HOW  AN  ORGANIZATION   CREATES,  DELIVERS,  AND   CAPTURES  VALUE  
  • 39. CUSTOMER SEGMENTS1
  • 40. VALUE PROPOSITIONS2
  • 41. CHANNELS3
  • 42. CUSTOMER RELATIONSHIPS4
  • 43. REVENUE STREAMS5
  • 44. KEY RESOURCES6
  • 45. KEY ACTIVITIES7
  • 46. KEY PARTNERS8
  • 47. COST STRUCTURE9
  • 48. CUSTOMER SEGMENTS KEY PARTNERS COST STRUCTURE REVENUE STREAMSCHANNELS CUSTOMER RELATIONSHIPS KEY RESOURCES VALUE PROPOSITIONSKEY ACTIVITIES
  • 49. ONE EXAMPLE
  • 50. THE BUSINESS MODEL OF SPOTIFY
  • 51. WHAT DID THE START LOOK LIKE? 10 min.
  • 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. VISION WHY  
  • 54. CAN WE DESIGN A CANVAS FOR VISION?
  • 55. DISCUSSION: WHAT ARE VISION ELEMENTS?
  • 56. SOME VISION CANVAS EXAMPLES
  • 57. LET’S LOOK AT SPOTIFY AGAIN…
  • 58. “We  are  going  to     provide  music  to  everyone     (any  Lme,  any  place)   in  a  legal  way”  
  • 59. DESIGNING BETTER BUSINESSES
  • 60. WHAT DID THEIR VISION CANVAS LOOK LIKE?
  • 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. QUESTION
  • 63. WHERE DOES VISION SHOW UP IN THE BUSINESS MODEL?
  • 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. NOW IT IS TIME FOR YOUR VISION
  • 66. WE USE A VISION CANVAS…
  • 67. `  10 MINUTES
  • 68. BRAND HOW  DO  WE  TELL     THE  STORY   TO  OTHERS?  
  • 69. THE STORY OF
  • 70. Your brand is the sum of all the experiences a person has with you
  • 71. brand story make your about them
  • 72. The most successful brands that others can create stories share and re-tell
  • 73. Hearts & Minds Where is the value? How do they feel?
  • 74. Brand goes beyond looks… it’s how you act and behave
  • 75. Good brand strategy is a lens for every audience
  • 76. Brand guides internal conversations…
  • 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. and how you explain your concept to investors or shareholders
  • 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. BRAND COMPASS Navigating your brand story
  • 81. PERSONALITY PURPOSE & VALUES ARTEFACTSTHINK FEEL DO RELATIONSHIP SELF-IMAGE RALLYING CRY BRANDCUSTOMER
  • 82. Brand will tend to build a reflection (or an image) of the buyer over time
  • 83. THINK 
 FEEL
 DO RELATIONSHIP SELF-IMAGE The stereotypical user of the brand Customer =
  • 84. Self-Image
  • 85. SELF- IMAGE Self-image is how customers see (part of) themselves 
 in your brand
  • 86. SELF- IMAGE What part of your customers’ attitudes or beliefs 
 will you reflect?
  • 87. SELF- IMAGE Young, Free, Connected
  • 88. Brand Personality
  • 89. the brand’s character - imagine your brand as a person and describe him/ her 
 in 3 words or phrases PERSONALITY
  • 90. PERSONALITY Easy, Personal, Fun
  • 91. Purpose & Values
  • 92. not WHAT you do. WHY you do it. PERSONALITY PURPOSE & VALUES ARTEFACTS
  • 93. Why do you exist? What role do you play in customers’ lives? What do you stand for? PERSONALITY PURPOSE & VALUES ARTEFACTS
  • 94. Values will guide a brand towards delivering on its Purpose PERSONALITY PURPOSE & VALUES ARTEFACTS
  • 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. Relationship
  • 97. THINK 
 FEEL
 DO RELATIONSHIP SELF-IMAGE succinctly describes how the brand interacts with the customer
  • 98. THINK 
 FEEL
 DO RELATIONSHIP SELF-IMAGE Soundtrack to Life
  • 99. Think, Feel, Do
  • 100. THINK 
 FEEL
 DO What will a customer
 ideally think, feel and do after engaging the brand?
  • 101. THINK 
 FEEL
 DO Play only the songs I want, when & where I want them Connected, fun, free-spirited Play, Love, Discover, Share
  • 102. Brand Artefacts
  • 103. ARTEFACTS How will a customer
 recognise your brand? Visuals, Experience, Sound
  • 104. ARTEFACTS Green My music, wherever I am, any device Discovery, friends, sharing
  • 105. PERSONALITY PURPOSE & VALUES ARTEFACTS THINK 
 FEEL
 DO RELATIONSHIP SELF-IMAGE RALLYING CRY
  • 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. RATIONAL REASONING EMOTIONAL CONNECTION
  • 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. JUSTINE BLOOME justinebloome.com Find me on Twitter @inBloome Connect with me on LinkedIn /in/justinebloome