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       ...
© School For Startups. All Rights Reserved.                                                                   Six Tools   ...
© School For Startups. All Rights Reserved.                                       1. Customer InsightsSlide 17.3-7
© School For Startups. All Rights Reserved.                                                          Customer Insights    ...
© School For Startups. All Rights Reserved.                                       Insights from Empathy ToolSlide 17.3-9
© School For Startups. All Rights Reserved.                                                                Empathy Tool   ...
© School For Startups. All Rights Reserved.                Empathy ToolSlide 17.3-11
© School For Startups. All Rights Reserved.                                                              2. Ideation      ...
© School For Startups. All Rights Reserved.Slide 17.3-13
© School For Startups. All Rights Reserved.                                                                Epicenters     ...
© School For Startups. All Rights Reserved.                                                                 What if?      ...
© School For Startups. All Rights Reserved.                                        Silly CowSlide 17.3-16
© School For Startups. All Rights Reserved.                                                          Silly Cow            ...
© School For Startups. All Rights Reserved.                                                 3. Visual Thinking            ...
© 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 2...
© School For Startups. All Rights Reserved.Slide 17.3-22
© School For Startups. All Rights Reserved.                                                            4. Prototyping     ...
© 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   ...
© 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   ...
© School For Startups. All Rights Reserved.                                              2. Future Environments           ...
© 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!                          ...
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Sfs17 3 bmg-design pdf

  1. 1. Module 17.3Business Modeling Jim Beach & Chris Hanks
  2. 2. © School For Startups. All Rights Reserved.Slide 17.3-2
  3. 3. © School For Startups. All Rights Reserved.Slide 17.3-3
  4. 4. © School For Startups. All Rights Reserved.Slide 17.3-4
  5. 5. © 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
  6. 6. © 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
  7. 7. © School For Startups. All Rights Reserved. 1. Customer InsightsSlide 17.3-7
  8. 8. © 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
  9. 9. © School For Startups. All Rights Reserved. Insights from Empathy ToolSlide 17.3-9
  10. 10. © 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
  11. 11. © School For Startups. All Rights Reserved. Empathy ToolSlide 17.3-11
  12. 12. © 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
  13. 13. © School For Startups. All Rights Reserved.Slide 17.3-13
  14. 14. © 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
  15. 15. © 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
  16. 16. © School For Startups. All Rights Reserved. Silly CowSlide 17.3-16
  17. 17. © School For Startups. All Rights Reserved. Silly Cow Design many business models based on the cow. Slide 17.3-17
  18. 18. © School For Startups. All Rights Reserved. 3. Visual Thinking Draw your business. Draw client & their environment. Slide 17.3-18
  19. 19. © School For Startups. All Rights Reserved.Slide 17.3-19
  20. 20. © School For Startups. All Rights Reserved.Slide 17.3-20
  21. 21. © School For Startups. All Rights Reserved. What if we eliminate the bottom 20% of our business? Slide 17.3-21
  22. 22. © School For Startups. All Rights Reserved.Slide 17.3-22
  23. 23. © 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
  24. 24. © School For Startups. All Rights Reserved.Slide 17.3-24
  25. 25. © School For Startups. All Rights Reserved.Slide 17.3-25
  26. 26. © School For Startups. All Rights Reserved.Slide 17.3-26
  27. 27. © 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
  28. 28. © School For Startups. All Rights Reserved.Slide 17.3-28
  29. 29. © School For Startups. All Rights Reserved.Slide 17.3-29 SuperToast Inc.
  30. 30. © 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
  31. 31. © 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
  32. 32. © School For Startups. All Rights Reserved.Slide 17.3-32
  33. 33. © School For Startups. All Rights Reserved.Slide 17.3-33
  34. 34. © School For Startups. All Rights Reserved.Slide 17.3-34
  35. 35. © School For Startups. All Rights Reserved. THANKS! Buy or Review!Next: Lesson 17.4 Strategy Slide 17.3-35
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