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Sfs17 3 bmg-design pdf Sfs17 3 bmg-design pdf Presentation Transcript

  • Module 17.3Business Modeling Jim Beach & Chris Hanks
  • © School For Startups. All Rights Reserved.Slide 17.3-2
  • © School For Startups. All Rights Reserved.Slide 17.3-3
  • © School For Startups. All Rights Reserved.Slide 17.3-4
  • © School For Startups. All Rights Reserved. Design • “….relentless inquiry into the best possible way” • “….extend the boundaries of thought” • “….imagine what does not exist.” Slide 17.3-5
  • © School For Startups. All Rights Reserved. Six Tools 1. Customer Insights 2. Ideation - Exercise 3. Visual Thinking 4. Prototyping 5. Storytelling – Exercise 6. Scenarios Slide 17.3-6
  • © School For Startups. All Rights Reserved. 1. Customer InsightsSlide 17.3-7
  • © School For Startups. All Rights Reserved. Customer Insights • Using customer perspective when designing products. • Look at model thru customers’ eyes. • iPod: in an illegal download era, Apple sees that people will pay for EASY integration. • Focus on the NEW customer, Zipcar and easyJet. • Microsoft moving to Cloud for Office. Slide 17.3-8
  • © School For Startups. All Rights Reserved. Insights from Empathy ToolSlide 17.3-9
  • © School For Startups. All Rights Reserved. Empathy Tool • What does she see? (environment) • What does she hear? (influencers) • What does she think, feel? (mind) • What does she do? (behavior) • What is their pain? (fears, frustrations, obstacles) • What does the customer gain? (wants/needs) Slide 17.3-10
  • © School For Startups. All Rights Reserved. Empathy ToolSlide 17.3-11
  • © School For Startups. All Rights Reserved. 2. Ideation • Ignoring status quo and suspend concern over feasibility. • Not about looking back. Not about competitors! • Challenging orthodoxies to create new. • 2 phases: Generation and Synthesis • 2 starting points: Epicenters and “What if” Slide 17.3-12
  • © School For Startups. All Rights Reserved.Slide 17.3-13
  • © School For Startups. All Rights Reserved. Epicenters • Resource Driven (Amazon Web Services) • Offer Driven (Faster Service Cement) • Customer Driven (At Home DNA Tests) • Price Driven (Xerox leases instead of sales) • Multiple Epicenter Driven (one change impacts several areas) Slide 17.3-14
  • © School For Startups. All Rights Reserved. What if? • …furniture came flat? • …airlines rented their engines? • …voice calls were free? • …cars manufacturers sold mobility? • …every villager in Bangladesh had access to a phone? Slide 17.3-15
  • © School For Startups. All Rights Reserved. Silly CowSlide 17.3-16
  • © School For Startups. All Rights Reserved. Silly Cow Design many business models based on the cow. Slide 17.3-17
  • © School For Startups. All Rights Reserved. 3. Visual Thinking Draw your business. Draw client & their environment. Slide 17.3-18
  • © School For Startups. All Rights Reserved.Slide 17.3-19
  • © School For Startups. All Rights Reserved.Slide 17.3-20
  • © School For Startups. All Rights Reserved. What if we eliminate the bottom 20% of our business? Slide 17.3-21
  • © School For Startups. All Rights Reserved.Slide 17.3-22
  • © School For Startups. All Rights Reserved. 4. Prototyping • Now that we know we can, HOW do we want to…. • “Business as usual” or incremental change leads to mediocrity. • Goal = find groundbreaking models. • Data, ie market research, is only one input. Slide 17.3-23
  • © School For Startups. All Rights Reserved.Slide 17.3-24
  • © School For Startups. All Rights Reserved.Slide 17.3-25
  • © School For Startups. All Rights Reserved.Slide 17.3-26
  • © School For Startups. All Rights Reserved. 5. Storytelling • What will office space look like in 2050? 1. Create 3 employees, protagonists. 2. Describe them, their environments in detail. 3. Invent jobs, lives, functions for them based on future studies. 4. In a story, have them explain how they work. • Stories start with Customer or Company. Slide 17.3-27
  • © School For Startups. All Rights Reserved.Slide 17.3-28
  • © School For Startups. All Rights Reserved.Slide 17.3-29 SuperToast Inc.
  • © School For Startups. All Rights Reserved. 6. Scenarios 1. Different Customer Settings – How products are used? – What kinds of customers use products? – What kinds of desires, concerns, objectives? – Build on earlier customer insights. – Scenarios make insights TANGIBLE. Slide 17.3-30
  • © School For Startups. All Rights Reserved. 2. Future Environments – Not to predict future, but to…. – Imagine possible futures in detail. – Called “Scenario Planning” Slide 17.3-31
  • © School For Startups. All Rights Reserved.Slide 17.3-32
  • © School For Startups. All Rights Reserved.Slide 17.3-33
  • © School For Startups. All Rights Reserved.Slide 17.3-34
  • © School For Startups. All Rights Reserved. THANKS! Buy or Review!Next: Lesson 17.4 Strategy Slide 17.3-35