LSMup Berlin Talk by Alex Osterwalder

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We were happy to present Alex Osterwalder at the LeanStartupMeetup (#LSMup) on April 26 in Berlin.
Alex talked about how to design, test and pivot business models.
You can find this talk also on Youtube http://www.youtube.com/watch?v=wd7yxmgkS_M

Published in: Business

LSMup Berlin Talk by Alex Osterwalder

  1. 1. Burn your Business Plan,Leave the Stone Age Behindhow to design, test, and pivot business models @AlexOsterwalder
  2. 2. the tools we use inentrepreneurshipare still pretty basic
  3. 3. “ no business plan survives the first contact with customers ”Steve Blank,entrepreneur & thought leader
  4. 4. “ plans are worthless, but planning is everything Dwight D. Eisenhower, US President 1948 - 1953 ”
  5. 5. plan your searchfor successfulbusiness models
  6. 6. buzz  group
  7. 7. ?discuss with your seat neighbor what a business model is and write down your definition
  8. 8. ! we lack a clear language andmethod to discuss, analyze, improve, and invent business models
  9. 9. ? what usually happens in ameeting where the “top agenda point” is the business model?
  10. 10. ?how do we get over blah blah blah to create outstanding business models that produce growth?
  11. 11. 1 2 3language levels experiments
  12. 12. 1 language
  13. 13. “ Any problem can be made clearer with a picture Dan Roam, author ”
  14. 14. BusinessModelCanvas
  15. 15. building building block block building building block buildingbuilding block block block building block building block building block build ing ng building buildi bloc k block block
  16. 16. illustration
  17. 17. how much did the cost of coffeeconsumed at home change forSwiss households over the last couple of years?
  18. 18. 600%to800%more
  19. 19. Nespressochanged the business model for espresso
  20. 20. RESULTS
  21. 21. one of the fastest-growing businesses in the Nestlé group
  22. 22. average growth of30% p.a. since 2000
  23. 23. over 3.5 billion CHF annualrevenue with 1 product line (3.8 bio USD)
  24. 24. buzzgroup
  25. 25. ? ?? ? ? ? ? ? ? 38
  26. 26. B2C marketin brand g ution distrib Nespresso club production & SCM household Nespresso s machine machines ermanufactur patents brand brand brand retail mail Nespresso busine order ss pods coffee distribution growers Nespresso channels .com production coffee call Nespresso facilites center stores 1 x machine repeti ion B2C product marketin tive sales pod sa distribution brand g les 39
  27. 27. 2 levels
  28. 28. morelessons
  29. 29. Nespresso almost failed in1987 due to a nonperforming business model
  30. 30. ne machi offices cturer Nespressomanufa system joint venture with manufacturer 43
  31. 31. !the business model is often thedifference between success and failure for the same product
  32. 32. morelessons
  33. 33. ! we are moving from portfolios of products toportfolios of business models (cf Apple, Amazon)
  34. 34. there are levels ofbusiness model strategy
  35. 35. iPad stencil, actual scale, template by hortis, le studio. Feb. 2010. http://hortis.lestudio.chdate: project: screen:author:
  36. 36. 3 experiments
  37. 37. designing andprototyping b.models
  38. 38. Frank Gehry,architect
  39. 39. [source: Sony Pictures]
  40. 40. [source: Sony Pictures]
  41. 41. [source: Wikimedia Commons]
  42. 42. ?what does that have to dowith business models and my organization?
  43. 43. prototyping is“ the conversation you have with your ideas Tom Wujec, designer ”
  44. 44. ?how can we boost prototyping?
  45. 45. Business Model Toolbox... 65
  46. 46. BusinessModelGeneration.com/toolbox iPad stencil, actual scale, template by hortis, le studio. Feb. 2010. http://hortis.lestudio.chdate: project: screen:author:
  47. 47. Strategyzer.com / 50% off: “leanstartup_berlin”
  48. 48. testing and pivoting prototypes
  49. 49. a business model (prototype)might look great on paper... building block building buildin block g blo block ck building block building block build in block g building building block block build in block g .. but after all it is only a... building buil d block blo ing ck buildin g block
  50. 50. ... a set of hypotheses guess guess guess guess guessguess guess guess guess guess g uess guess
  51. 51. !there is no proof that even the best business model on paper will really work
  52. 52. SteveBlank.com/books.html
  53. 53. “ there are no facts in the building... so get the hell out and talk to customers Steve Blank, entrepreneur & author ”
  54. 54. “ pivots are business model changes without crisis Steve Blank, entrepreneur & author ”
  55. 55. THANK YOU! BusinessModelGeneration.comAlexOsterwalder.com / @AlexOsterwalder BusinessModelAlchemist.com

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