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Alex Osterwalder

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Alex Osterwalder

  1. 1. @AlexOsterwalder Tools to Help You Run Your Business
  2. 2. Strategyzer.com#bmgen 1+ mio / 30+ languages
  3. 3. ?So why do we need business tools anyways?
  4. 4. 6
  5. 5. 80%
  6. 6. Our age of anxiety is the result of trying to do today’s jobs with yesterday’s tools. – Marshall McLuhan, philosopher “ ”
  7. 7. 12
  8. 8. 4y+4y+5y=13y
  9. 9. ?what got our team interested in business tools?
  10. 10. The Business Model Canvas
  11. 11. ?What happens when you discuss business models (and value propositions) without a shared language
  12. 12. (smart people sitting around a table)
  13. 13. ?how do you call this phenomenon?
  14. 14. blah blah blah the land of ...
  15. 15. Any problem can be made clearer with a picture – Dan Roam, Author “ ”
  16. 16. The Business Model Canvas Revenue Streams Channels Customer SegmentsValue PropositionsKey ActivitiesKey Partners Key Resources Cost Structure Customer Relationships Designed by: Date: Version:Designed for: designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK
  17. 17. great business tools are conceptually sound, have a great UI and offer an excellent UX
  18. 18. ?is one tool enough?
  19. 19. The Value Proposition Canvas
  20. 20. #vpcbook October 2014
  21. 21. The Business Model Canvas Revenue Streams Channels Customer SegmentsValue PropositionsKey ActivitiesKey Partners Key Resources Cost Structure Customer Relationships Designed by: Date: Version:Designed for: designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com this is one of your customer segments
  22. 22. The Business Model Canvas Revenue Streams Channels Customer SegmentsValue PropositionsKey ActivitiesKey Partners Key Resources Cost Structure Customer Relationships Designed by: Date: Version:Designed for: designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com this is what you’re offering your customers
  23. 23. The Business Model Canvas Revenue Streams Channels Customer SegmentsValue PropositionsKey ActivitiesKey Partners Key Resources Cost Structure Customer Relationships Designed by: Date: Version:Designed for: designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com Hygiene Solutions Users (Bathrooms) Facility Managers Resellers
  24. 24. The Business Model Canvas Revenue Streams Channels Customer SegmentsValue PropositionsKey ActivitiesKey Partners Key Resources Cost Structure Customer Relationships Designed by: Date: Version:Designed for: designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com VP for Users Users (Bathrooms) Facility Managers Resellers VP for Facility Managers VP to Resellers
  25. 25. The Business Model Canvas Revenue Streams Channels Customer SegmentsValue PropositionsKey ActivitiesKey Partners Key Resources Cost Structure Customer Relationships Designed by: Date: Version:Designed for: designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com
  26. 26. and for us techies there’s another reason we need business tools
  27. 27. put yourself into your customer’s shoes
  28. 28. we can understand her better by describing three things
  29. 29. The focus should be on what jobs customers are trying to get done. – Tony Ulwick, Founder Strategyn “ ”
  30. 30. We hire products to do things for us. – Clayton Christensen, Harvard Professor “ ”
  31. 31. What are the jobs-to- be-done of a CIO?
  32. 32. What are the pains of a CIO? (e.g. problems, risks, obstacles, …)
  33. 33. What gains are CIOs looking for? (e.g. required or desired outcomes and benefits)
  34. 34. Which ones are the high value jobs you might want to focus on? industry- specific
  35. 35. industry- specific
  36. 36. industry- specific
  37. 37. industry- specific
  38. 38. industry- specific
  39. 39. industry- specific
  40. 40. industry- specific
  41. 41. Your Customer Profile
  42. 42. Customer Profile choose one customer segment from your business model and profile it
  43. 43. !REMEMBER your solution is not part of the customer profile!
  44. 44. it’s still the value proposition you’re offering your customer
  45. 45. you can understand it better by again describing three things
  46. 46. how your products & services are killing your customer’s pains
  47. 47. how your products & services produce gains your customers expect, want, or desire
  48. 48. Design a Product, Service or Feature
  49. 49. strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) The Value Proposition Canvas Value Proposition Customer Segment strategyzer.comThe makers of Business Model Generation and Strategyzer Copyright Business Model Foundry AG Put Feature Here How Does it Kill Pains How Does it Create Gains
  50. 50. strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) The Value Proposition Canvas Value Proposition Customer Segment strategyzer.comThe makers of Business Model Generation and Strategyzer Copyright Business Model Foundry AG strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) The Value Proposition Canvas Value Proposition Customer Segment strategyzer.comThe makers of Business Model Generation and Strategyzer Copyright Business Model Foundry AG Put Feature Here How Does it Kill Pains How Does it Create Gains
  51. 51. Testing
  52. 52. The Business Model Canvas Revenue Streams Channels Customer SegmentsValue PropositionsKey ActivitiesKey Partners Key Resources Cost Structure Customer Relationships Designed by: Date: Version:Designed for: designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK BUILDING BLOCK
  53. 53. Hypothesis 1: People are interested in using an iPad App to sketch out business models Hypothesis 2: Buyers would pay approximately 29.- USD for it
  54. 54. Design a test to prove these hypothesis right or wrong
  55. 55. Having data, doesn’t mean you have proof
  56. 56. Test Cards
  57. 57. Hypothesis 1: People are interested in using an iPad App to sketch out business models
  58. 58. People are interested in using an iPad App to sketch out business models
  59. 59. create a landing page with email sign-up People are interested in using an iPad App to sketch out business models
  60. 60. the proportion of people who sign up compared to total website visitors create a landing page with email sign-up People are interested in using an iPad App to sketch out business models
  61. 61. over 20% of visitors sign up create a landing page with email sign-up People are interested in using an iPad App to sketch out business models the proportion of people who sign up compared to total website visitors
  62. 62. Write Your Own Test Card
  63. 63. strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) The Value Proposition Canvas Value Proposition Customer Segment strategyzer.comThe makers of Business Model Generation and Strategyzer Copyright Business Model Foundry AG Put Feature Here How Does it Kill Pains How Does it Create Gains What needs to be true for this feature to work and create value?
  64. 64. What needs to be true for this feature to work and create value? e.g. XYZ is an extreme pain for customer X
  65. 65. ?why don’t we have more integrated strategic business tools?
  66. 66. Strategyzer.com#bmgen

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