Business models 101                              Getting mobilized© Arnold Wytenburg & others                       1
• A biz model describes the rationale of  how an organization creates, delivers, and  captures value© Arnold Wytenburg & o...
• A biz model:            – Must be simple, relevant, intuitive, and              inherently understandable            – M...
• A biz model must address all four principal  domains of enterprise:                     infrastructure     offer     mar...
• A well-defined biz model can be:            – Managed            – Structured into processes            – Used to levera...
The basic “biz model canvas”                                      key                                                     ...
• Generate vs. innovate?            – Is this a “green fields” scenario?            – Are you starting with an entrenched ...
• Generate a new model if your goal is to:            – Satisfy existing but unanswered market needs            – Bring br...
• Innovate an existing model if you need to:            – Respond to a crisis            – Adjust, improve, or defend an e...
• Main challenges for creators of new biz  models:            – Finding the right model            – Testing the model    ...
• Main challenges for innovators of existing  biz models:            – Developing an appetite for change            – Alig...
• Creating and innovating biz models:            – Can be messy and unpredictable            – Requires the ability to cop...
• A ‘decision attitude’:            – Assumes designs are easy, but choosing              among them is hard            – ...
• In contrast, a ‘design attitude’:            – Assumes design is hard, but deciding which              one to select is ...
• How it works:          Mobilize… Understand...         Design...                  Implement...           Manage...© Arno...
Mobilization• Mobilizing is about:            – Creating awareness of the need for business              innovation       ...
Mobilization: key activities•               Framing the project:                        –     Project rationale           ...
Mobilization: success factors• Appropriate people, experience, and  knowledge© Arnold Wytenburg & others             18
Mobilization: risk areas• Overestimating the value of your initial  idea(s)© Arnold Wytenburg & others                  19
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Biz models-101-mobilization

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Getting started with business model innovation

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Biz models-101-mobilization

  1. 1. Business models 101 Getting mobilized© Arnold Wytenburg & others 1
  2. 2. • A biz model describes the rationale of how an organization creates, delivers, and captures value© Arnold Wytenburg & others 2
  3. 3. • A biz model: – Must be simple, relevant, intuitive, and inherently understandable – Mustn’t oversimplify the complexities of the business© Arnold Wytenburg & others 3
  4. 4. • A biz model must address all four principal domains of enterprise: infrastructure offer market financial© Arnold Wytenburg & others 4
  5. 5. • A well-defined biz model can be: – Managed – Structured into processes – Used to leverage the creative potential of an entire organization© Arnold Wytenburg & others 5
  6. 6. The basic “biz model canvas” key customer activities relationships key value customer partnerships proposition segments key distribution resources channels cost structure revenue streams© Arnold Wytenburg & others w/thx to Alex Osterwalder & Yves Pigneur 6
  7. 7. • Generate vs. innovate? – Is this a “green fields” scenario? – Are you starting with an entrenched organization or existing biz model?© Arnold Wytenburg & others 7
  8. 8. • Generate a new model if your goal is to: – Satisfy existing but unanswered market needs – Bring brand new technologies, products, or services to market – Improve, disrupt, or transform an existing market with a better business model – Create an entirely new market© Arnold Wytenburg & others 8
  9. 9. • Innovate an existing model if you need to: – Respond to a crisis – Adjust, improve, or defend an existing biz model to adapt to a changing environment – Bring new technologies, products, or services to an existing market – Prepare for the future© Arnold Wytenburg & others 9
  10. 10. • Main challenges for creators of new biz models: – Finding the right model – Testing the model – Gaining market acceptance – Responding and adapting to market feedback – Managing uncertainty© Arnold Wytenburg & others 10
  11. 11. • Main challenges for innovators of existing biz models: – Developing an appetite for change – Aligning old and new models – Managing vested interests – Focusing on the long term© Arnold Wytenburg & others 11
  12. 12. • Creating and innovating biz models: – Can be messy and unpredictable – Requires the ability to cope with uncertainty and ambiguity – Demands patience and flexibility – Calls for a “design attitude” instead of a “decision attitude”© Arnold Wytenburg & others 12
  13. 13. • A ‘decision attitude’: – Assumes designs are easy, but choosing among them is hard – Focuses on ‘doing things right’ by limiting the options as early as possible – Is linear, following a predictable ‘analysis, decision-making, optimization’ trajectory – Aims to reduce uncertainty, results in increased complexity© Arnold Wytenburg & others 13
  14. 14. • In contrast, a ‘design attitude’: – Assumes design is hard, but deciding which one to select is trivial if design is done well – Focuses on ‘doing the right things’ by exploring and prototyping multiple possibilities – Is non-linear, going back and forth between market research, analysis, prototyping, and idea generation – Aims to reduce ambiguity, results in increased clarity© Arnold Wytenburg & others 14
  15. 15. • How it works: Mobilize… Understand... Design... Implement... Manage...© Arnold Wytenburg & others w/thx to Alex Osterwalder, Yves Pigneur , and Damien Newman 15
  16. 16. Mobilization• Mobilizing is about: – Creating awareness of the need for business innovation – Establishing the motivation to change – Defining a common language and framework for describing, designing, analyzing, and discussing the business© Arnold Wytenburg & others 16
  17. 17. Mobilization: key activities• Framing the project: – Project rationale – Scope of impact – Key objectives• Testing preliminary ideas• Planning the project – Initial focus is on mobilization, understanding, and design – Deal with implementation and management later• Assembling the team – Knowledgeable – Capable – Motivated – Committed© Arnold Wytenburg & others 17
  18. 18. Mobilization: success factors• Appropriate people, experience, and knowledge© Arnold Wytenburg & others 18
  19. 19. Mobilization: risk areas• Overestimating the value of your initial idea(s)© Arnold Wytenburg & others 19

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