Tekes Business Opportunities related to migration of work & knowledge

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How to take advantage of the business opportunities related to the migration of work & knowledge. Workshop related to Tekes BRIC in Design Factory, Aalto University, Otaniemi, Helsinki, Finland on June 16, 2009

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Tekes Business Opportunities related to migration of work & knowledge

  1. 1. Construction Opportunities-to-Business Empowered by FINPRO How to take advantage of the business opportunities related to the migration of work & knowledge? Workshop for Tekes ‘BRIC’ Design Factory, Aalto University, Otaniemi Leila-Mari Ryynänen, Marc Borremans Finpro Client Relations June 16, 2009
  2. 2. Opportunities-to-Business Empowered by FINPRO Perspective 1: How can we position our companies individually or collaboratively in the new value chain of expertise? Ideas requiring a small step Votes Ideas requiring a big step Votes • Create customer needs, cus- • Education ((in the sense of enlighten) process for your tomer benefits / know them better 3 staff & potential clients (on future needed competences) 2 • Don‟t ask, but propose (“be crazy”) 2 • What do we expect & get from the partnership (e.g. market • Focus, focus, focus 1 area, cost savings, competence, brand value, …) => 2 • Be selfish in the global knowledge • Then proceed to decide on “be part” or “take part” => 2 networks 1 • This will improve your reaction skills: “we respond faster” 1 • Define & communicate your value • Servicing rather then products 1 proposition 1 • Know your competition 1 • Sharing of knowledge partners, • Value chain vs. ecosystems 0 sharing of experts 0 • Clear & detailed agendas, customer benefits & • Know the value chain to find your customer‟s customer benefits 0 place in the chain 0 • Digger of core benefits & advantages / Builder of new business communities 0 • Target as high as possible in the value chain (as an expert). Which expertise is needed? 0 • Go into future and make a roadmap / leader role –fore- runner / Know your competition and start driving it 0 Tekes 'BRIC' - Company Workshop - June 16, 2009 - Aalto University Otaniemi - © Finpro 2
  3. 3. Opportunities-to-Business Empowered by FINPRO Perspective 2: How can we become a trusted business contract partner of know-how and expertise? Ideas requiring a small step Votes Ideas requiring a big step Votes • Proactive problem prevention as • How long is your competitive advantage window open? a customer promise 3 => constant thinking and developing => • Snapper, no shotgun (stay & create your own winning tools 4 focused) => 2 • References needed => • Have your strategy & plan ready = & position yourself as network node => agility & proud = elevator pitch 1 pro-activeness! 4 • Create tools rather than products 1 • Value based business models & pricing models 1 • Connect with the already trusted • Innovative solution/concept + risk-taking 0 partners 0 • Willingness to grow => there is a world out there 0 • Combination of “soft” & “hard” 0 • By being and innovative forerunner with attitude 0 • Don‟t sell your values 0 • Keep eyes open, keep minds open 0 • What are we known of? Creating new ideas for problems or solving (choose what you want) 0 Tekes 'BRIC' - Company Workshop - June 16, 2009 - Aalto University Otaniemi - © Finpro 3
  4. 4. Opportunities-to-Business Empowered by FINPRO • Perspective 3: How can we orchestrate global know-how and harness it to our branding? Ideas requiring a small step Votes Ideas requiring a big step Votes • What is your competitive advantage -> • Today‟s know how is history. What do you need for define -> check with customers -> tomorrow? 4 focus on it 3 => no longer „best” but find out „next‟ practice 0 => superior execution 2 • Orchestrate with strategic customer (=partner) 2 => position of an innovation leader 1 • Enabling platforms & forums (industry standards) 0 => in what area: domestic/ => standardization 2 global (global=focus) 0 => create & communicate your clear value proposition 0 • Alliances with winners 2 • Think about new channels 1 • Strong process 0 => Flexible process: find elements 1 => Flexible networks 0 Tekes 'BRIC' - Company Workshop - June 16, 2009 - Aalto University Otaniemi - © Finpro 4
  5. 5. Opportunities-to-Business Empowered by FINPRO Perspective 4: How can we take advantage, regardless of the 3 earlier perspectives, of the business opportunities related to the migration of work & knowledge? Ideas requiring a small step Votes Ideas requiring a big step Votes • Develop with customers (constant pilots) 2 • Know your core business/business strategy • Forget piloting, just do it (and invoice)! / (core versus non-core-cooperative) & link it no piloting, piloting is tailoring = added value with brand -> build your brand based on that 4 = more expensive / each customer is a • Scalable products & concept 2 human being 1 • Think BIG out of the box 2 • Expertise academy for transition phases / => Augmented realities, new „spaces‟, new service education to strengthen businesses 1 business models‟ 0 • Early morning services run in Finland for • „Strategy creep‟ 1 global markets / Knowledge management, => criteria for possible partners 0 e.g. GPRS based 0 => be quick & take charge / take leading role = • Experts as business target groups 0 orchestrating = pro-activity = homework 0 • Laboratories in Finland 0 • Define: what is your idea? What is the benefit of your idea? Check with customers. Make sure • Internal versus external know how 0 you create benefits for your customers 0 • Mastering the global training & education business 0 Tekes 'BRIC' - Company Workshop - June 16, 2009 - Aalto University Otaniemi - © Finpro 5
  6. 6. Opportunities-to-Business Empowered by FINPRO • Overview of preferred and clustered ideas Ideas requiring a small step TOP Ideas requiring a big step TOP 1. Define & communicate competitive • Know your core business strategy & build your advantage brand based on that 5 2. Create customer needs & benefits • Think big in business models 3 3. Proactive problem prevention as a 7. Create your winning tools for competitive customer promise 2 advantage window 7 • Don‟t ask, propose • Tomorrow‟s need & next practices 4. Develop together with customers 4 8. Scalable products & concepts 3 • Orchestrate with strategic customers 9. Select contributing & matching partners 2 (& role of integrator of know-how) 10. “Educate” (enlighten) staff & clients 5. Stay focused 3 11. Enabling platforms & forums leading to e.g. standardization 1 5. Alliances with winners • References needed 12. Agility / flexibility / quick response 6 Selected ideas to work out Tekes 'BRIC' - Company Workshop - June 16, 2009 - Aalto University Otaniemi - © Finpro 6
  7. 7. Opportunities-to-Business Empowered by FINPRO Draft plan of idea: Create your winning tools for tomorrow Extrapolation of workshop ideas. ‘Send to back’ this window to view the plans, worked out during the workshop Idea definition: - Choose concepts - • Build up your competitiveness Choose services - • It is not only about being competitive now, but about Choose products Impact: - understanding the lifetime of your competitive edge. Get more market share and keep your customer - This because competitive edge (‘needed for excellence’) moves Get more cost effective ways of source models - over time into competitiveness (‘needed for existence’) You might be the market or „concept‟ leader Critical points: • It is about preparing your next move in a global context in - order to meet tomorrow‟s need rather than today‟s success Clear business targets („agreed with partners‟) - Project plan / timetable / practice versus Next roles / responsibilities best practice - Avoid wrong partners • It is about developing further your „core‟ competitiveness Solutions for development need: - ‘Core’ as per your entrepreneurial vision Good business concept plan (clear) - • It is about applying your competitiveness in an agile* and No individual plans With whom?: resilient manner to match the external disruptive circumstan- - Own: management & personnel ces in order to take advantage of the opportunities - Customer strategy - Competitiveness, partners & cooperation *Next worked out idea Tekes 'BRIC' - Company Workshop - June 16, 2009 - Aalto University Otaniemi - © Finpro 7
  8. 8. Opportunities-to-Business Empowered by FINPRO Draft plan of idea: Agility/flexibility & quick response Idea definition: Extrapolation of workshop ideas. ‘Send to back’ this window to view development need: during the workshop Solutions for the plans, worked out - You can modify the model (modules) and gain - Process can be flexible, but some elements of it should be - • The importance of ‘agility’ Alliances with many innovative partners competitiveness, risk sharing From “mammoth” to “jellyfish” (amoeba) - clearly defined (core) Impact: • It is more comfortable to influence onR&D, forerunner, you a network - Continuous models from can give your „solutions‟, - Flexible way ofnode position and in a „jellyfish‟ way rather than a „mammoth‟ working, cost efficiency technologies to partners - way Enables new combinations to meet customer needs - Licensing, franchising „Desamples‟? (purkaa) the structures quickly With whom?: - • The node position allows to spot disruptancies, discontinui-ties - Winning partners, small & big companies with high - Needed, learning process - in client groups and to meet next customer desires Differentiation of competitors competences Critical points:• These insights form the basis to gain further competitive - Combination of processes - Know how in contracting, agreements - How to protect advantage and to differentiate in time (eventual as a first your core Actions: - Demands new mover), alone or with winning partners* know how, knowing your core competences - Cases, analysis of cases - Losing the focus - Partner management, concept, understanding - Disruption *Nextcurrent value chains? of the worked out idea - Agility analysis - Benchmark Team: - Nina, Anne-Marie, Kiti, Jari, Leila-Mari Tekes 'BRIC' - Company Workshop - June 16, 2009 - Aalto University Otaniemi - © Finpro 8
  9. 9. Opportunities-to-Business Empowered by FINPRO Draft plan of idea: Develop together with customers Extrapolation of workshop ideas. ‘Send to back’ this window to view the plans, worked out during the workshop Impact: • Orchestrate with winning customers With whom?: - • Continuous interference and development with the value You get customer to support your business - Me / my company - You get new business ideas - chain allows you to test and analyze the dominance maker, You get additional business potential & new earnings - Customer, decision operative people - potential of innovations as well as the -market stage alliances and Customer becomes your partner Recognize winning Critical points: readiness potential partner which are giving added Value chain consisting of partners and clients value - You stuck with past Actions: - You stay only in obvious needs (customer cannot know everything) - Create your roadmap (who: me / - You only tackle best practices agree with customer) - You end up in price discussion - Proceed step by step Solutions for development need: - Make an agenda for every step & - Make an agenda – concentrate on next steps and future meeting - Ask questions, that give benefits to customers business and customers‟ customers - Make sure that you understand customers business & competence - Create a common roadmap and commit to it Tekes 'BRIC' - Company Workshop - June 16, 2009 - Aalto University Otaniemi - © Finpro 9
  10. 10. Opportunities-to-Business Empowered by FINPRO Draft plan of idea: Define & communicate competitive advantage / Know your core business strategy & build your brand based on strategy Extrapolation of workshop ideas. ‘Send to back’ this window to view the plans, worked out during the workshop Idea definition: - • Communicate & brand your competitive advantage By defining and communicating competitive advantage and brand, we ensure that Finnish companies/brands succeed in • It remains crucial to base your brand on your visionary „core‟ global competition - (Marketing) communication is needed for innovations/design visibility and recognition competence and to consistently communicate around it Impact: The core competence requiring continuous refining, in order to - By knowing meet customer desires,your position inleading to competitive advantage your case, you can choose/define and thus the value chain & choose your partners (leading versus following role in the chain) Critical points: - To keep it concrete and simple – the risks to see strategy too abstract and complicate it - Too vague and abstract strategy cannot be communicated - The brand is not manageable With whom?: - Strategy and marketing/brand strategy experts/consultants - Your own personnel in order to realize strategy (+ potential training partners/consultants in strategy implementation) Tekes 'BRIC' - Company Workshop - June 16, 2009 - Aalto University Otaniemi - © Finpro 10

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