A presentation about Innovation through Collaboration, as presented in September 2015 to a group of entrepreneurs from the glasshouse horticulture industry in the Netherlands. This presentation starts with an “old” example of underestimated competition: Amazon not being perceived as a serious competitor by booksellers internationally about 18 years ago and now on one side being a potential competitor to any business and on the other side also being a partner to every business. Then we dive into the coffee industry to show how innovation through collaboration can change an industry and help protect against massive competition. The coffee industry was, like horticulture, for a long time a very traditional industry.

1. Lorem Ipsum Dolor
Innovation through
Collaboration
@petersimoons
www.petersimoons.com

2. Our journey
‣ Introduction
‣ Collaboration in strategic alliances
‣ Whats next …

3. Introduction
Competition from unexpected corners
a “bookstore”

4. Amazon 1999 - online bookstore

5. Amazon now - assortment

6. Amazon entering the value chain

7. Amazon partner system
‣ 2000:Toys R Us alliantie
‣ Amazon Home Services - met TaskRabbit
‣ US Postal Service
‣ Cloud services partner program
‣ Affiliate program
‣ Selling via Amazon
‣ Self
‣ Sears, Marks & Spencer, Lacoste

8. Collaboration
The past has brought us where we are Today, continuing
on the same road will bring nothing new. Innovation
through Collaboration can bring new results.
How to start a Collaboration?

9. How does a partnership start

10. Innovation in coffee
Photo courtesy of Flickr user Stirling Noyes

11. Innovation in coffee
Photo courtesy of Flickr users 24oranges.nl, Joe Shlabotnik, tuchodi

12. The Senseo alliance
In 2001 Philips and Sara
Lee/Douwe Egberts
enter into an alliance
that brings an
innovative coffee
system to the market.

13. The Senseo alliance - initial mission
Growing the coffee
(maker) market
by developing an
innovative, high quality
coffee system for
individual use.

14. Source:
Ard-­‐Pieter
de
Man
-­‐
Collabora5ve
Crea5on
The Senseo alliance
Douwe
Egberts
Philips
%€ Klant
business model & co-branding

15. What is an alliance?
“An alliance is a strategic cooperation
between two or more organizations,
with the aim to achieve a result one
of the parties can not achieve alone.”

16. Collaborative business spectrum
Trans-
action
Out-sourcing Channel
OEM or
Licensing
Strategic
Alliances
Virtual Joint
Venture
Joint
Venture M & A
Degree of collaboration
Degree of Trust
Equity basedNon equity based

17. 51% of CEOs will enter
into new alliances in the
coming 12 months
PWC CEO Study - January 2015

18. Success or failure?
80%

19. Alliance lifecycle
Alliance Specific
Strategy
①
Analysis &
Selection
②
Building trust .
& value creating
negotiation
③
Operational
Planning
④Alliance
Structuring &
Governance
⑤
Launching &
Management
⑥
Transform,
Innovate, Exit
⑦

20. Alliance lifecycle
Alliance Specific
Strategy
①
Analysis &
Selection
②
Building trust .
& value creating
negotiation
③
Operational
Planning
④Alliance
Structuring &
Governance
⑤
Launching &
Management
⑥
Transform,
Innovate, Exit
⑦
Strategy
Planning
Execution

21. Strategy
‣ What do you want with your company?
‣ What do you need?
‣ What does the customer/consumer want?
‣ What does your partner want?
‣ What does he need?
1+1=3

22. Planning
‣ Negotiation
‣ Make clear agreements and put them on
paper
‣ Value contribution
‣ Agree on the way of working together
1+1=1.4+1.6

23. Execution
‣ Trust
‣ Communication
‣ Bridge (cultural) differences
‣ Collaborating is sharing!
1+1=1

24. What’s next …

25. What do you want?
Suppose that with all the knowledge you have now you
will be in a completely new market Tomorrow. A market
where everything is possible, without constraints: what
would you do?
• What experience would you like to give your
customer?
• On what core capabilities would you focus yourself and
for what capabilities would you establish partnerships?
• What would be the most ideal way for you to bring
your products or services to the market?

26. Peter J Simoons, CSAP
www.petersimoons.com
peter@petersimoons.com
@petersimoons
+31 6 1426 3593