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Der Heinemann Kegel

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Die Präsentation beschreibt das tägliche E-Commerce Dilemma. Die Konzentration auf die Optimierung von banalen Geschäftsmodellen, verschließt unsere Sicht auf wirklich spannende neue Themen.

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Der Heinemann Kegel

  1. 1. LearningsExceed 2013
  2. 2. Die Denkweise von Jeff Bezos hat in den letztenJahren viele E-Commerce Unternehmen beeinflusst Im E-Commerce muss man 10% besser sein als der Wettbewerb, um 90% des Marktanteils zu erhalten. Jeff Bezos, Amazon
  3. 3. Grundsätzlich scheint dieser Ansatz sogaraufzugehen, weil im Internet vor allemProduktbezogen eingekauft wird Offline Anbieterauswahl Produktauswahl Produktkauf Kaufimpuls Online Produktauswahl Anbieterauswahl Produktkauf
  4. 4. Ebay & Amazon haben das intelligentesteGeschäftsmodell im (heutigen) E-Commercegefunden
  5. 5. Die meisten Unternehmen konzentrieren sich nichtauf die Weiterentwicklung, sondern nur auf dieOptimierung ihres Geschäftsmodells – das FlorianHeinemann Mantra CRM Conversion Tracking
  6. 6. Alle haben nur noch das Ziel ihre persönlicheBergspitze zu erreichen
  7. 7. Einmal auf dem eigenen Berg angekommen, ist derWeg zum größeren Berg (ggf. besserenGeschäftsmodell) nicht mehr möglich Zalando, Otto, Groupon, Amazon…
  8. 8. Wir neigen dazu nur den aktuell höchsten Berg zusehen
  9. 9. Wir sind nicht in der Lage das umgebende Gebirgezu erkennen und wissen noch nicht mal, ob esexistiert
  10. 10. Es könnte riesig sein. Stattdessen tummeln wir unsin unserer bekannten Ecke (hier: unten links)
  11. 11. Die Innovation findet über die Vermischungbekannter Modelle, Sortimente & Zielgruppen statt– dieses System scheint ausgereizt zu seinKonzept Sortiment Zielgruppe LandCategory Killer Medien Frauen DeutschlandShopping Club Technik Männer ÖsterreichMarktplatz Küchen Alte SchweizPremium Shop Möbel Junge DACHPenny Auction Auto Alte Frauen FrankreichAuktion Heimwerken Alte Männer USAMass Customization Lebensmittel Lohas AsienPreisvergleich Dienstleistungen Alte Lohas ChinaMobile Reisen Junge Lohas Taiwan Lesebeispiel: Preisvergleich für Reisen mit der Zielgruppe Lohas in China
  12. 12. Simons & Chabris haben für unsere begrenzteInnovationsfähigkeit einen einleuchtendenErklärungsansatz Menschen können sich in der Regel nur auf eine Sache konzentrieren. Daniel Simons, Christopher Chabris.
  13. 13. Das Video zeigt, wie wir aufgrund derKonzentration auf den „Heinemannschen Kegel“blind für Offensichtliches werden http://www.youtube.com/watch?v=oSQJP40PcGI
  14. 14. Das führt aktuell zu einigen enttäuschendenZwischenfazits We wanted flying cars, instead we got 140 characters. Founders Fund, CA
  15. 15. Wenn man mal wirklich mit offenen Augen durchdie Gegend schaut, drängen sich automatischspannende Optionen auf – z.B. der massiv steigendeLeerstand bei Gewerbeimmobilien
  16. 16. Alexander Graf Alexander.Graf@etribes.deeTribes Framework GmbH +49 (40) 328 929 631Kiebitzhof 9, 22089 Hamburg www.etribes.deBoschstraße 1, 24118 Kiel www.kassenzone.de

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