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Data need-fit

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A tool and a process to use data for new business models

Presented at the #ServDes conference 2016 in Copenhagen. Full article can be found in the proceedings: http://www.ep.liu.se/ecp/article.asp?issue=125&article=037&volume=

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Data need-fit

  1. 1. DIGITAL CONCEPTS
 WITH ADDED VALUE. Data-Need Fit Towards data-driven business model innovation ServDes Conference 25 May 2016
  2. 2. Data-Need Fit, ServDes, May 2016Image: © Dudarev Mikhail – fotolia.com
  3. 3. Data-Need Fit, ServDes, May 2016Image: © styf – fotolia.com
  4. 4. Data-Need Fit, ServDes, May 2016Image: RunScribe
  5. 5. Data-Need Fit, ServDes, May 2016 Only 4% of German companies already use Big Data in value creation and as basis for new business models. BITKOM 2012 Image: © Dudarev Mikhail – fotolia.com
  6. 6. Data-Need Fit, ServDes, May 2016 Katrin Mathis Service Design
 Freelancer in Freiburg MBA in Service Innovation & Design 
 from Laurea UAS, BSc. in OnlineMedia Dr. Felix Köbler Strategy and User Experience Consultant at FELD M in Munich PhD at Department of Informatics 
 at Technical University of Munich
  7. 7. Data-Need Fit, ServDes, May 2016 Research context Research project ExCELL: Real-time analysis and crowdsourcing for a self-organized city logistic Work package “Concept of value and cash flow” 3 years from June 2015 Funded by FKZ 01MD15001A excell-mobility.de Partner
  8. 8. Data-Need Fit, ServDes, May 2016 Expert interviews Big data helps us to outperform larger competitors. We use design thinking for idea generation and lean startup for validation. Lean launchpad is a useful checklist. It’s difficult to acquire data as a startup.
  9. 9. Data-Need Fit, ServDes, May 2016 Data in organisations IT Business
  10. 10. Data-Need Fit, ServDes, May 2016 Data in organisations IT Business
  11. 11. Data-Need Fit, ServDes, May 2016 Causation Effectuation „Take a set of means as given and focus on selecting between possible effects than can be created.“ „Take a particular effect as given and focus on selecting between means to create that effect.“ 
 
 (Sarasvathy 2001, 245)
  12. 12. Data-Need Fit, ServDes, May 2016 Effectual approach to data-driven business model innovation
  13. 13. Data-Need Fit, ServDes, May 2016 Tools for data-driven business model innovation
  14. 14. Data-Need Fit, ServDes, May 2016 Stakeholder map – ExCELL project
  15. 15. Data-Need Fit, ServDes, May 2016 Tools for data-driven business model innovation ?
  16. 16. Data-Need Fit, ServDes, May 2016 Development of a Data Canvas
  17. 17. Data-Need Fit, ServDes, May 2016 Development of a Data Canvas Label #Topic € § R InternalExternal ContinuousRotational Origin Update frequency
  18. 18. Data-Need Fit, ServDes, May 2016 Data Canvas – ExCELL project
  19. 19. Data-Need Fit, ServDes, May 2016 Customer choice
  20. 20. Data-Need Fit, ServDes, May 2016 Customer profile from interviews – ExCELL project
  21. 21. Data-Need Fit, ServDes, May 2016 Value proposition from available data
  22. 22. Data-Need Fit, ServDes, May 2016 Value map with data – ExCELL project
  23. 23. Data-Need Fit, ServDes, May 2016 Service lens Service-dominant logic Jobs-to-be done “when customers find that they need to get a job done, they ‘hire’ products or services to do the job” + Service, „the application of specialized skills(s) and knowledge is the fundamental unit of exchange.“ Christensen et al. 2007, 38.Vargo & Lusch 2008, 7. Value creation as helping customers get one or more jobs done „Value-in-achievement“
  24. 24. Data-Need Fit, ServDes, May 2016 Data-Need Fit Data-Need Fit
  25. 25. Data-Need Fit, ServDes, May 2016 Data-Need Fit – ExCELL project
  26. 26. Data-Need Fit, ServDes, May 2016 Embedding value proposition in business model
  27. 27. Data-Need Fit, ServDes, May 2016 Four types of fit Data-Need Fit Business 
 Model Fit Product-Market Fit Problem-Solution Fit adapted from Osterwalder et al. 2014
  28. 28. Data-Need Fit, ServDes, May 2016 Data-driven business model innovation process Fit Tools Lean Startup adapted from Osterwalder et al. 2014, 242 - 243 ✔ Data- need fit Problem- solution fit Customer discovery ✔ Product- market fit Customer validation ✔ ✔ Business- model fit Customer creation Company building
  29. 29. Data-Need Fit, ServDes, May 2016Image: © fotozick – fotolia.com
  30. 30. Data-Need Fit, ServDes, May 2016 Download Download under Creative Commons
 www.katrin-mathis.de/en/data-canvas
  31. 31. Data-Need Fit, ServDes, May 2016 Further evaluation Currently applied in elective course 
 „Big Data: Development of Smart Business Models“ in
 MA in Business Innovation at University of St. Gallen
 with Prof. Dr. Ivo Blohm Public and in-house Big Data Innovation workshops for organizations Feedback welcome :-) Outlook ExCELL project Served as initial input for implementation of mobility services Field test of an appointment app for craftsmen ExCELL mobility stack
  32. 32. Data-Need Fit, ServDes, May 2016 !?
  33. 33. Katrin Mathis Gerberau 2 D-79098 Freiburg T +49 761 42 99 09 82 info@katrin-mathis.de www.katrin-mathis.de

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