BUSINESS
ENTREPRENEURSHIP
CLASS
LECTURE SLIDES
FALL 2013
ERDEM OVACIK
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 2
BUSINESS MODEL GENERATION – THE CANVAS
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 3
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 4
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 5
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 6
THE ‘LEAN’ CANVAS
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 7
WHO ARE OUR MOST IMPORTANT CUSTOMERS?
Two sided:
2 or more ...
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 8
WHAT VALUE DO WE PROPOSE?
New Service Cell phones, ethical ...
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 9
WHICH CHANNELS BEST SUITED TO REACH CUSTOMERS?
Own Channel
...
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013
Awareness Evaluation Purchase Delivery After sales
10
CHANNEL...
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 11
WHAT KIND OF RELATIONSHIPS WITH CUSTOMER ARE
MOST VIABLE?
...
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 12
HOW MUCH AND HOW ARE YOUR CUSTOMERS GOING
TO PAY?
Asset sa...
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 13
PRICING STRATEGIES
Fixed Menu Pricing
(prices pre-defined ...
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 14
KEY RESOURCES
Physical
Assets
Intellectual
asset,
copyrigh...
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 15
KEY ACTIVITIES
Production.
Value: quality,
flexibility, le...
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 16
KEY PARTNERSHIPS
Strategic Alliance non-competitors
Coopet...
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 17
COST STRUCTURE
Cost-driven versus Value-driven business: d...
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 18
UNTIL END OF SUNDAY
1. Your business canvas – use the lean...
Erdem Ovacik – Business Entrepreneurship Project – Fall 2013
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Bep class session3

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Bep class session3

  1. 1. BUSINESS ENTREPRENEURSHIP CLASS LECTURE SLIDES FALL 2013 ERDEM OVACIK
  2. 2. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 2 BUSINESS MODEL GENERATION – THE CANVAS
  3. 3. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 3
  4. 4. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 4
  5. 5. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 5
  6. 6. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 6 THE ‘LEAN’ CANVAS
  7. 7. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 7 WHO ARE OUR MOST IMPORTANT CUSTOMERS? Two sided: 2 or more interdependent customers Ex: Credit Card holders & merchants Diversified: Unrelated groups Ex: Amazon Niche: Specific specialized segments Ex: car part manufacturers Segmented: Slightly different problems Ex: Credit Suisse Retail Banking Mass: One broad group Ex: Milk
  8. 8. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 8 WHAT VALUE DO WE PROPOSE? New Service Cell phones, ethical investment funds. Performance PC market, light bulbs, energy efficient equipment Customization Threadless, car market, MYC4 Payment per use RollsRoyce engines, subscription software Design Swatch, Mini Brand / Status Rolex, Bentley, Louis Vuitton Price Ryanair, free email Cost reduction Salesforce software on the cloud Risk reduction IT service level guarantees, car 1-yr service guarantee Accessibility 7Eleven in Denmark, NetJets Convenience / Usability iPod, Google Search & Mail
  9. 9. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 9 WHICH CHANNELS BEST SUITED TO REACH CUSTOMERS? Own Channel Partner Channel Direct Indirect Sales force Web sales Own stores Partner stores Wholesaler
  10. 10. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 Awareness Evaluation Purchase Delivery After sales 10 CHANNEL DEVELOPMENT STAGES Developing channels takes time!
  11. 11. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 11 WHAT KIND OF RELATIONSHIPS WITH CUSTOMER ARE MOST VIABLE? Personal assistance (dedicated vs not-) Self- service Automated services (stimulates personal care) Communities / co- creation (peer reviews, peer- recommendation)
  12. 12. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 12 HOW MUCH AND HOW ARE YOUR CUSTOMERS GOING TO PAY? Asset sale Subscription Pay for use Licensing Advertising Rent / lease / lend Brokerage
  13. 13. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 13 PRICING STRATEGIES Fixed Menu Pricing (prices pre-defined based on certain variables) Dynamic Pricing (price based on market conditions) • List price • Product/feature dependent (upgrade for new features) • Customer segment dependent (price discrimination) • Volume dependent (get 3 for 2) • Negotiation • Yield management (plane seats, hotel booking) • Real time market (Commodity markets) • Auctions (Google and Facebook Ads)
  14. 14. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 14 KEY RESOURCES Physical Assets Intellectual asset, copyright, code, knowledge Relationships, Trust, Brand recognition The team with their skills and motivations Petty cash
  15. 15. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 15 KEY ACTIVITIES Production. Value: quality, flexibility, lean (not wasteful), just in time Problem solving. Value: knowledge management, continuous training Platform. Value: Match demand & supply, security, performance
  16. 16. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 16 KEY PARTNERSHIPS Strategic Alliance non-competitors Coopetition alliance betw. competitors Joint ventures develop new biz Buyer / supplier reliable sales / supplies TYPES WHY Acquisition of particular resources or activities (ie, google motorola) Optimization and economies of scale (Starbucks buys coffee) Reduction of risk and uncertainty (Touch screen manufacturer)
  17. 17. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 17 COST STRUCTURE Cost-driven versus Value-driven business: different sensitivity around cost vs Fixed costs Variable costs Economies of scale Economies of scope Office, factory Labor, energy Bulk purchase is cheaper Important concepts: Synergies between business lines
  18. 18. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013 18 UNTIL END OF SUNDAY 1. Your business canvas – use the lean canvas a. Conduct research for each field b. Write down your thoughts for each of the field / boxes in a vertical text c. Then make the summary of your thoughts on a PowerPoint 2. Read Effectuation Ch 4, 11 and 12
  19. 19. Erdem Ovacik – Business Entrepreneurship Project – Fall 2013

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