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3 Key Messages for the CEO
- FOR THE CEO… (corporate or start-up) 3 KEY MESSAGES FOR THE CEO CEO FORUM Taipei, December 11th 2013 Patrick van der Pijl
- TODAY…
- I HAVE THREE KEY MESSAGES FOR YOU
- WHY WE NEED TO CHANGE
- HOW WE CAN DO THAT
- D.I.D.
- LET’S START…
- WHY WE NEED TO CHANGE
- DESIGNING BETTER BUSINESSES
- DESIGNING BETTER BUSINESSES
- WE NEED TO RETHINK THE WAY WE DO BUSINESS!
- DESIGNING BETTER BUSINESSES
- WHY?
- TODAY…
- …WE SEE FORCES WE HAVEN’T SEEN BEFORE…
- …WE CALL THEM NEW RULES OF THE BUSINESS GAME.
- SUSTAINABILITY
- CREDIT CRISIS
- UPCOMING MARKETS?
- MARKETS CAME ALREADY UP
- NEW GENERATION generation y
- BETTER PICTURE?
- GENERATION Z
- ONLINE REVOLUTION
- NEW TECHOLOGY
- SOME EXAMPLES OF BUSINESS MODELS WE SEE RIGHT NOW…
- RE-IMAGINATION NEWS AND INFORMATION FLOW…
- From reporters...
- …to twitter
- RE-IMAGINATION OF BOOKS
- From books...!
- …to kindle
- RE-IMAGINATION OF CALLING A CAB
- From waiting in the rain...
- …to a single push of a button
- RE-IMAGINATION OF VIDEO
- From video store...
- …to youtube
- RE-IMAGINATION OF NAVIGATION
- From map...
- …to navigon
- The speed of developments has increased…!
- resulting in shorter shelf lives of companies…!
- and focusing on product innovation is not enough… !
- HOW WE CAN DO THAT
- WHAT WE LEARNED…
- IS ABOUT
- NEW TOOLS
- NEW SKILLS
- NEW MINDSET
- FOR THE CEO… (corporate or start-up)
- AND HIS TEAM!
- SO WHAT ARE NEW TOOLS?
- WHAT IS A BUSINESS MODEL?
- IMAGINE (BOARDROOM) CONVERSATIONS…
- WE NEED NEW TOOLS TO UNDERSTAND AND CRAFT NEW BUSINESS MODELS
- THE BUSINESS MODEL CANVAS
- A BUSINESS MODEL DESCRIBES THE RATIONALE OF HOW AN ORGANIZATION CREATES, DELIVERS, AND CAPTURES VALUE
- 1 CUSTOMER SEGMENTS
- 2 VALUE PROPOSITIONS
- 3 CHANNELS
- 4 CUSTOMER RELATIONSHIPS
- 5 REVENUE STREAMS
- 6 KEY RESOURCES
- 7 KEY ACTIVITIES
- 8 KEY PARTNERS
- 9 COST STRUCTURE
- KEY ACTIVITIES VALUE PROPOSITIONS CUSTOMER SEGMENTS KEY PARTNERS COST STRUCTURE CUSTOMER RELATIONSHIPS KEY RESOURCES CHANNELS REVENUE STREAMS
- Let us look at the business model of Nespresso
- The Business Model of Nespresso PARTNER NETWORK KEY ACTIVITIES B2C Distribution Machine Manufacturer Marketing OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS Nespresso Club Households DISTRIBUTION CHANNELS Business Nespresso Machines Production KEY RESOURCES Patents Brand Distribution Channels Coffee Production Facilities COST STRUCTURE Production Marketing B2C Distribution Nespresso Pads Mail Order Retail Nespresso .com Call Center Nespresso Stores REVENUE STREAMS 1 x Machine Sales Repetitive Pad Sales
- BUSINESS MODEL CANVAS NESPRESSO
- WE HAVE DIFFERENT TOOLS IN DIFFERENT STAGES
- WE SHARE THESE TOOLS ONLINE…
- D.I.D.
- D.I.D. DO IT DIFFERENT
- NEW SKILLS
- WE BASICALLY NEED DESIGNERS TO HAVE A SEAT AT THE TABLE
- OR WE SHOULD THINK AND ACT LIKE DESIGNERS.
- OBSERVE
- WHEREVER YOU LOOK THAT’S WHAT YOU SEE. JERRY SEINFELD
- OUR EYES OUR EARS CAMERA NOTEBOOK AND PEN
- THINK VISUALLY
- DRAWING IS THE NEW WRITING
- EYES, PENCILS AND THE HAND MAY BE TOOLS OF THE PAST, …I BELIEVE THEY ARE TOOLS OF THE FUTURE. John Maeda, RISD
- BUT THAT’S NOT ENOUGH…
- THE CONTEXT MAP OF A COMPANY Insert 4 photos of the team discussion
- Future scenario
- Business model
- SPOTIFY BUSINESS MODEL
- IDEATE
- YOU NEED TO BE ABLE TO JUGGLE WITH BUSINESS MODELS
- CURRENT BUSINESS MODEL KEY PARTNERS KEY ACTIVITIES KEY RESOURCES COST STRUCTURE VALUE PROPOSITION CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS CHANNELS REVENUE STREAMS
- CURRENT BUSINESS MODEL KEY PARTNERS KEY ACTIVITIES KEY RESOURCES COST STRUCTURE VALUE PROPOSITION CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS CHANNELS REVENUE STREAMS
- CURRENT BUSINESS MODEL KEY PARTNERS KEY ACTIVITIES KEY RESOURCES COST STRUCTURE VALUE PROPOSITION CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS CHANNELS REVENUE STREAMS
- CURRENT BUSINESS MODEL KEY PARTNERS KEY ACTIVITIES KEY RESOURCES COST STRUCTURE VALUE PROPOSITION CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS CHANNELS REVENUE STREAMS
- PROTOTYPING
- the past was about choosing solutions the future is about generating options
- Frank Gehry
- 8 PROTOTYPES
- GO OUT OF THE BUILDING & LEARN!
- BECAUSE AN IDEA…
- OR BUSINESS MODEL…
- IS ONLY ON PAPER AND IS…
- DESIGNING BETTER BUSINESSES
- IT HAS NO VALUE
- ZERO
- YOU NEED TO TEST YOUR ASSUMPTIONS
- STEVE BLANK
- KNOCK ON THE CUSTOMERS DOOR…
- AND TALK TO THEM!
- BEWARE!
- DON’T DO IT THE EASY WAY…
- DON’T HIRE AN AGENCY…
- OR SET UP A TEST PANEL
- BUT DO IT YOURSELF!
- THE MORE YOU LEARN, THE SOONER YOU SUCCEED
- WHY?
- YOU’LL INVENT SOMETHING PEOPLE DON’T NEED…
- EXAMPLE OF SEGWAY
- NEED I SAY MORE?
- WHO HAD ONE?
- SO YOU NEED TO ASK YOURSELF THE FOLLOWING
- IS THE PROBLEM A REAL PROBLEM?
- CAN WE IDENTIFY THE NEED?
- DO WE IDENTIFY A TARGET CUSTOMER SEGMENT?
- AND ARE THEY WILLING TO PAY FOR THIS…?
- YOU HAVE TO DO THIS TOGETHER…
- AND GO OUT TO TALK TO CUSTOMERS…
- AND LEARN…
- QUALITY AND MARGIN WAS NOT THE JOB…
- NOT PARENTS AND CHILDREN BUT…
- ONLY THEN YOU CAN SUCCEED…
- AS A START-UP…
- OR A CORPORATE START UP…
- SO WHAT IS NEXT?
- SO WHAT DOES THAT MEAN FOR THE CEO?
- DON’T WRITE PLANS….
- HE NEEDS TO THINK AND ACT LIKE A DESIGNER TOO.
- HE NEEDS TO GO BACK TO SCHOOL!
- BUT NOT TO HARVARD OR STANFORD…
- BUT TO THE COLLEGE OF THE ARTS…
- WHERE THEY PREPARE THE NEW GENERATION OF LEADERS FOR A WORLD…
- THAT IS NOT ONLY PROFITABLE…
- BUT ALSO SUSTAINABLE, ETHICAL AND TRULY MEANINGFUL.
- A SUPERMAN
- MY THREE KEY MESSAGES FOR YOU
- WE NEED TO CHANGE
- HOW YOU CAN DO THAT
- D.I.D.
- patrick@businessmodelsinc.com DESIGNING BETTER BUSINESSES