advanced coursebusiness model  marketing
Session 6
business modelstrategy
Now that you created a new    business model...What does it mean for themarketing strategy?
so what is a marketing      strategy?
Blue ocean strategy (a company strategy)
Red	  ocean	                                                                           Blue	  ocean	  Exis%ng	  markets	  ...
Blue ocean strategy-creating completely new industries  (blue oceans)-by fundamental differentation-creating value innovat...
Four actions framework1.  Which of the factors that the    industry takes for granted should be    eliminated?2.  Which fa...
testing Business modelsIs the new business model ready     to stand up against it’s          environment?
theoretic models to use
Business model      environment-market forces-industry forces-key trends-macro-economic forces
Market forces-market issues-market segments-needs and demands-switching costs-revenue attractiveness
Industry forces (porter)-competitors-new entrants-substitute products-suppliers and others-stakeholders
Key trends (destep)-technology trends-regulatory trends-societal and cultural trends-socioeconomic trends
Macro economic forces-global market conditions-capital markets-commodities and resources-economic infrastructure
Business model evaluation-Business Model Assessment-SWOT -analyse
business   modelpresentation
presentation..-how are you going to tell aconvincing story?
presentation..-visualizing with drawings-visualize with post-it’s-telling a visual story (p. 158/159)-prototyping: sketch,...
storytelling..-introducing new ideas-overwinning resistance by tellinga clear story-good stories clarify the BM-canvas-goo...
of video..Link
use your business model        canvas!
Business model marketing course 5
Business model marketing course 5
Business model marketing course 5
Business model marketing course 5
Upcoming SlideShare
Loading in …5
×

Business model marketing course 5

1,011 views

Published on

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,011
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
34
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Business model marketing course 5

  1. 1. advanced coursebusiness model marketing
  2. 2. Session 6
  3. 3. business modelstrategy
  4. 4. Now that you created a new business model...What does it mean for themarketing strategy?
  5. 5. so what is a marketing strategy?
  6. 6. Blue ocean strategy (a company strategy)
  7. 7. Red  ocean   Blue  ocean  Exis%ng  markets   New  markets  Current  customer  segments   New  customer  segments  Heavy  compe%%on   No  compe%%on  (for  now)  Very  li>le  to  no  space  on  the  market   Infinite  market  space  Exis%ng  market  rules   Developing  new  market  rules  No  real  innova%ons   Value  innova%ons  Killing  compe%%on:  the  blood  that  flows   Infinite  open  space:  The  blue  depths  of   the  ocean  
  8. 8. Blue ocean strategy-creating completely new industries (blue oceans)-by fundamental differentation-creating value innovation (creating new benefits+services, reducing costs by remong less valuable features+services)-use of the ‘four actions framework’
  9. 9. Four actions framework1.  Which of the factors that the industry takes for granted should be eliminated?2.  Which factors should be reduced well below the industry standard?3.  Which factors should be raised well above the industry standard?4.  Which factors should be created that the industry never offered?
  10. 10. testing Business modelsIs the new business model ready to stand up against it’s environment?
  11. 11. theoretic models to use
  12. 12. Business model environment-market forces-industry forces-key trends-macro-economic forces
  13. 13. Market forces-market issues-market segments-needs and demands-switching costs-revenue attractiveness
  14. 14. Industry forces (porter)-competitors-new entrants-substitute products-suppliers and others-stakeholders
  15. 15. Key trends (destep)-technology trends-regulatory trends-societal and cultural trends-socioeconomic trends
  16. 16. Macro economic forces-global market conditions-capital markets-commodities and resources-economic infrastructure
  17. 17. Business model evaluation-Business Model Assessment-SWOT -analyse
  18. 18. business modelpresentation
  19. 19. presentation..-how are you going to tell aconvincing story?
  20. 20. presentation..-visualizing with drawings-visualize with post-it’s-telling a visual story (p. 158/159)-prototyping: sketch, BM-canvas,excel calculations, marketresearch? (p. 165)
  21. 21. storytelling..-introducing new ideas-overwinning resistance by tellinga clear story-good stories clarify the BM-canvas-good stories involve listeners-good stories are told to others
  22. 22. of video..Link
  23. 23. use your business model canvas!

×