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DER „NICHE CANVAS“ EIN FRAMEWORK FÜR STRATEGIEN IM ZEITALTER DIGITALER PLATTFORMEN

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Digitale Plattformen verändern Märkte fundamental. Die meisten Unternehmen haben keine Chance, selbst zur Plattform zu werden. Deshalb wird das richtige Nischenkonzept, das die Leistungsfähigkeit digitaler Plattformen nutzt, um seinerseits ein überragendes Geschäftsmodell zu etablieren, zum wichtigsten Strategieansatz für das Zeitalter digitaler Plattformen. Der von b4b entwickelte Niche Canvas ist als Instrument spitz auf die individuelle Entwicklung solcher Strategien zugeschnitten...

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DER „NICHE CANVAS“ EIN FRAMEWORK FÜR STRATEGIEN IM ZEITALTER DIGITALER PLATTFORMEN

  1. 1. 1 Der „Niche Canvas“ Ein Framework für Strategien im Zeitalter digitaler Plattformen Per Blaich: Day1 Konferenz in Witten am 29. September 2016
  2. 2. 2 Einzelhändler stehen vor der strategischen Herausforderung, eine tragfähige Nischenstrategie für die zukünftige Plattform-Infrastruktur zu finden
  3. 3. 3 (Fast) kein Unternehmen besitzt die Chance eine Plattform zu werden, (fast) jedes Unternehmen wird aber massiv von diesen beeinflusst... ...wie entwickelt man ein tragfähiges Nischenmodell für das Zeitalter der (digitalen) Plattformen?
  4. 4. 4 Prinzip 1: Kontext der Plattforminfrastruktur bei der Entwicklung von strategischen Optionen berücksichtigen
  5. 5. 5 Prinzip 2: Eigenes Geschäftsmodell aus einer Start-up-Perspektive betrachten
  6. 6. 6 Prinzip 3: Basis und Grundlagen für Transformation des bestehenden Geschäftsmodells einbeziehen
  7. 7. 7 Prinzip 4: Zeitdimension einbeziehen und die zukünftigenVeränderungen der Technologie-/ Plattforminfrastruktur antizipieren
  8. 8. 8 Prinzip 5: Wirkungszusammenhänge identifizieren und Auswirkungen für Geschäftsmodell radikal hinterfragen
  9. 9. 9 Prinzip 6: Vom Kunden ausgehen und die unverrückbaren Gesetzmäßigkeiten finden, die auf absehbare Zeit ihre Gültigkeit behalten
  10. 10. 10 Die Auseinandersetzung mit der Strategie eines Unternehmens wird in Zukunft komplexer werden und mehr Dimensionen und Perspektiven beinhalten, die betrachtet werden sollten Kontext – Technologie und Plattforminfrastruktur – betrachten Start-up-Perspektive einnehmen Start-over-perspektive einnehmen Zeitdimension berücksichtigen Wirkungszusammenhänge analysieren Stabile Kundenbedürfnisse finden
  11. 11. 11 Erfolgreiche Nischenstrategien Der Niche Canvas im praktischen Einsatz
  12. 12. 12 Die Entwicklung einer tragfähigen Nischenstrategie beginnt mit der Analyse des „früheren Erfolgs“ 1. Understand 2.Analyse 3. Design 4. Iterate
  13. 13. 13 Das traditionsreiche „Strand“ aus NewYork wurde 1927 gegründet und ist nahezu der einzige unabhängige Buchhändler, der seine Nische im Zeitalter der digitalen Plattformen gefunden hat
  14. 14. 14 Mit seinem riesigen Sortiment in einem „ikonischen“ Einkaufstempel war „Strand“ ein großartiges Geschäftsmodell innerhalb der damaligen Plattform-Infrastruktur, der 1A-Lage in der Innenstadt
  15. 15. 15 Digitale Technologie hat es neuen Wettbewerbern ermöglicht, die Plattforminfrastruktur zu verändern, die ehemaligen
  16. 16. 16 Strand hat dieses böse Problem gelöst, indem es eine tief im Unternehmen verwurzelte Kompetenz für die Erneuerung des Geschäftsmodells, auf dem Rücken der Plattform, genutzt hat.
  17. 17. 17 Strand hat sich für den Fall gewappnet, dass zukünftige Entwicklungen von Technologie und Plattforminfrastruktur die aktuelle strategische Lösung zunichte machen sollten
  18. 18. 18 „Strand“ hat sein wicked problem gelöst und das bestehende Geschäftsmodell erfolgreich verändert... ...wie könnte eine tragfähige Nischen- strategie eines Unternehmens aussehen, das in die neue Infrastruktur „hineingeboren“ wird?
  19. 19. 19 Das erfolgreiche Start-up Warby Parker hat den Markt für verschreibungspflichtige Brillen revolutioniert und macht sich auf, das bestehende Monopol von Luxottica aufzuknacken
  20. 20. 20 Verschreibungspflichtige Brillen waren bisher ein monopolisierter Markt für hochmargige Produkte die größtenteils über spezialisierte Retailer oder Optiker vertrieben wurden
  21. 21. 21 Über den direkten, digitalen Zugang zu Kunden wurde das Potenzial für eine Nischen- Lösung, die überragend und viel besser als alles bestehende ist, geschaffen
  22. 22. 22 Warby Parker hat eine vertikale, technologie-basierte Lifestyle-Marke erschaffen und leistet erfolgreiche Pionier-Arbeit in derVerknüpfung von stationärem Retail und E- Commerce
  23. 23. 23 Das Unternehmen muss noch den Beweis erbringen, eine tragfähige Nischenstrategie gefunden zu haben, die Basis für zukünftige Weiterentwicklungen ist aber schon gelegt
  24. 24. 24 Die Bereitschaft sein eigenes Geschäftsmodell (immer wieder) neu zu überdenken ist die notwendige Basis dafür, eine tragfähige Nischenstrategie für die Zukunft zu finden
  25. 25. 1 Thank you! b4b GmbH Schifferstr. 200 47059 Duisburg Sie haben Fragen? Ergänzungen? Diskussionsbedarf? Lassen Sie uns reden! email us: info@b4b.com call us: +49-203-713-959-00 www.b4b.com

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