Business model

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business model
profit pattern
value preposition

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Business model

  1. 1. Business model Wai Chamornmarn Entrepreneurship@TBS 2012
  2. 2. Business idea Entrepreneurship@TBS 2012
  3. 3. Entrepreneurship@TBS 2012
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  5. 5. Business Concept Entrepreneurship@TBS 2012
  6. 6. Business Concept Product Innovation CustomerManagement Intimacy Low Price Technology Entrepreneurship@TBS 2012 6
  7. 7. Opportunity Entrepreneurship@TBS 2012
  8. 8. Vernon’s Razor (ต่อ)Quantify and MAXimize Quantify and MINimize Go or No-Go? Entrepreneurship@TBS 2012 8
  9. 9. Uncover Opportunity Nucleus – Increase customer satisfaction – Create a new experience – Uncovering •  unmet need •  underserved needs Entrepreneurship@TBS 2012
  10. 10. Two Generic “Value types” – Trapped Value •  More efficient markets •  More efficient value systems •  Ease of access •  Disrupt current pricing power – New-To-The-World Value •  Customize offerings •  Extend reach and access •  Build community •  Enable collaboration •  Introduce new functionality or experience Entrepreneurship@TBS 2012
  11. 11. Revealing Unmet or Underserved NeedsWhat are the steps in the Customer Decision Process:l  What is the ideal experience? How does reality differ?l  What are the key frustration points?l  What compensating behaviors do we see?l  How/why is the customer successful?l  Are their groups with underserved needs? Entrepreneurship@TBS 2012
  12. 12. Profit pattern Entrepreneurship@TBS 2012
  13. 13. The Value Chain13 Source: Walters (2002) Entrepreneurship@TBS 2012
  14. 14. Profit Zones / Profit PoolsSource: Adapted from Walters (2002), Gadiesh and Gilbert (1998) and Slywotzky and Morrison (1997) 14 Entrepreneurship@TBS 2012
  15. 15. โมเด็ลกําไร 22 แบบ Customer Solutions Profit Product Pyramid Profit Multicomponent Profit Switchboard Profit Buyers Sellers Profit 0 Price Base Business Volume Other Components Time Time Profit Blockbuster Profit Profit Multiplier Model Entrepreneurial Profit Other Forms Price $/Unit $/Project Revenue Cost Cost Base Business Q2 Q4 Q6 Q8 Q10 Key Asset Spin-Outs Project Type Post-Launch15 Entrepreneurship@TBS 2012
  16. 16. Entrepreneurship@TBS 2012 16 "
  17. 17. Business model Entrepreneurship@TBS 2012
  18. 18. Which would you prefer? Business Business Design “A” Design “B” Revenue $10 billion $8 billion Profit $50 million $300 million Entrepreneurship@TBS 2012
  19. 19. business design Today Next Customer Selection Unique Value Proposition Profit Model Strategic Control Scope Entrepreneurship@TBS 2012
  20. 20. Business Design Example: Airline Industry Within a particular industry, companies may pursue very different Business Designs United Southwest Southwest Next?Customer Selection & •  International & domestic; coach, •  Domestic travelers;Value Proposition business and first-class travelers coach only •  Broad network & loyalty program •  Low-cost, no-frills w/ highly consistent customer serviceValue Capture/ •  Tiered fares based on class, •  Every-day low pricesProfit Model flexibility •  High asset utilization •  Ancillary revenuesScope •  Global hub-and-spoke route •  US-only point-to-point route system systemStrategic Control •  Controlled-access airports in key •  Lowest costs geos •  High frequency route coverage •  Loyal frequent fliersOrganizational Systems •  Sophisticated IT •  Cultural emphasis on Southwest •  International Sales & Regulatory way capabilityRevenue •  $16BB •  $10BBMarket Cap •  $4.7BB •  $10BB Entrepreneurship@TBS 2012
  21. 21. Business Model Partner Customer Network Relationship Core Value Value Distribution Customer Capacities Configuration Proposition Channel Segment Cost Success / Revenue Structure Failure Streams21 Entrepreneurship@TBS 2012
  22. 22. Example business models over the years •  The open business model •  The loyalty business models •  The subscription business model •  The Collective business models •  The razor and blades business model •  The (bait and hook) industrialization of services business •  The pyramid scheme business model model •  The •  The multi-level marketing business model servitization of products business model •  The network effects business model •  The low-cost carrier business model •  The monopolistic business model •  The online content business model •  The cutting out the middleman model •  The freemium business model •  The auction business model •  The premium business model •  The online auction business model •  The direct sales model •  The bricks and clicks business model •  The professional open-source model •  Various distribution business models22 Entrepreneurship@TBS 2012
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  26. 26. Value proposition designer Entrepreneurship@TBS 2012
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  36. 36. Entrepreneurship@TBS 2012
  37. 37. Business model canvas Entrepreneurship@TBS 2012
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