INNOVATE LIKE START-UPS Keynote Patrick
van der Pijl Turkish Innova7on Week Istanbul, Turkey 3-­‐5th December 2015

YOU CAN
DESIGN
BUSINESS
@patrickpijl

Execute Corporate Search Experiment Forecast
Plan Learn

NEW TOOLS " NEW SKILLS
NEW MINDSET

John Maeda YOUR NEXT CEO
IS A DESIGNER

STUFF THAT "
DOESN’T WORK

STUFF THAT "
DOES WORK

INTRODUCTION

WE WANTED TO DISRUPT THE
PUBLISHING INDUSTRY

USD
24

USD
36

USD
54

USD
81

USD
243

OVER 1 MILLION SOLD 30
TRANSLATIONS

WHY IS BUSINESS MODELING SO
POPULAR?

UNFORESEEN TURBULANCE IS A CONSTANT
FEATURE IN OUR WORLD Source: Moments of Impact

VUCA WORLD: VOLATILITY, UNCERTAINTY, COMPLEXITY,
AND AMBIGUITY Source: Moments of Impact

Source: Moments of Impact
LIKE AN AMUSEMENT PARK: FULL OF THRILLING RIDES. NOT ALL OF THEM ARE FUN…

THE WORLD HAS
CHANGED

IN PUBLISHING

FROM THIS…

TO KINDLE.

IN TRAVELING

FROM THIS…

TO TOM TOM.

IN PRODUCTION

FROM THIS…

TO TECHSHOP.

IN PUBLIC
TRANSPORT

FROM THIS…

TO UBER.

IN OWNERSHIP

FROM THIS…

TO BMW DRIVENOW.

IN RETAIL

FROM THIS…

TO AMAZON…

IN MUSIC

FROM THIS…

TO STREAMING

THE RULES OF BUSINESS HAVE
CHANGED.

ONE SINGLE
QUESTION

WHERE IS
VALUE
CREATED?

NEW TOOLS " NEW SKILLS
NEW MINDSET

THE BUSINESS
MODEL CANVAS

A BUSINESS MODEL DESCRIBES THE
RATIONALE OF HOW AN ORGANIZATION CREATES, DELIVERS AND CAPTURES VALUE.

CUSTOMER SEGMENTS
1

VALUE PROPOSITION
2

CHANNELS
3

CUSTOMER RELATIONSHIPS
4

REVENUE STREAMS
5

KEY RESOURCES
6

KEY ACTIVITIES
7

KEY PARTNERS
8

COST STRUCTURE
9

CUSTOMER SEGMENTSKEY PARTNERS COST STRUCTURE
REVENUE STREAMSCHANNELS CUSTOMER RELATIONSHIPS KEY RESOURCES VALUE PROPOSITIONSKEY ACTIVITIES

© www.businessmodelgeneration.com Key partners Key
activities Value proposition Customer relationship Customer segments Key resources Cost structure Revenue streams Channels Business Model Canvas

“WE’RE GOING TO PROVIDE MUSIC
TO EVERYONE (ANY TIME, ANY PLACE) IN A LEGAL WAY”

© www.businessmodelgeneration.com Key partners Key
activities Value proposition Customer relationship Customer segments Key resources Cost structure Revenue streams Channels Business Model Spotify (Free) streaming music PlaLorm developm. & maintenance Licensing agreements SoPware and network engineers Rightholders (labels and publishers) Adver7sers Internet + PC Free Subscrip7on fees Ad fees Royal7es to rightholders Salaries Bandwith cost Automated online rela7onship Global music fans Adver7sing PlaLorm and brand Bandwith costs

© www.businessmodelgeneration.com Key partners Key
activities Value proposition Customer relationship Customer segments Key resources Cost structure Revenue streams Channels Business Model Spotify (Free) streaming music PlaLorm developm. & maintenance Licensing agreements SoPware and network engineers Rightholders (labels and publishers) Adver7sers Internet + PC Ad fees Subscrip7on fees Daypass Royal7es to rightholders Salaries Bandwith costs Automated online rela7onship Global music fans Adver7sing PlaLorm and brand Free “Free drives paid” Streaming services Access to music Royal7es A legal way Two par7es One funding the other

STUFF THAT "
DOESN’T WORK

WANNA SELL
ELECTRIC CARS?

GO TO ISRAEL!

GASOLINE
7,50 A GALLON

SHAI AGASSI

NEW ECOSYSTEM

A BATTERY
SWAPPING
SYSTEM

THEY LOST
THE GAME…

850

HOW IT ALL
STARTED…

2007

END THE GLOBAL INDUSTRY DEPENDENCE
ON OIL

HSBC, Morgan Stanley, GE &
Israel Corp.

UNIQUE BUSINESS MODEL!

100.000 CARS PRODUCED

5 MINUTES ONLY!

SEPARATE THE BATTERY

AUTOMATED SWITCH STATIONS

SOLUTION

BAIT AND HOOK MODEL

REDUCED CAR PRICE

CHARGE
MONTHLY FEE

WHAT WENT
WRONG?

NO HELP
(SUBSIDY) FROM
ISRAEL

BETTER PLACE ASSUMED COMPATIBLE CAR
PRODUCTION BY OTHER BRANDS

THE FLUENCE

NEW TECHNOLOGY + NEW BUSINESS
MODEL

SWAPPING DOES NOT MAKE ANY
SENSE

SO, WHAT EXACTLY IS THE
PROBLEM WE ARE SOLVING?

QUESTION How do start-ups use
the business model canvas and value proposition canvas?

A START-UP: ONETAB

ONETAB AUSTRALIA

MEET SCOTT

NEVER WON A FIGHT…

THEIR IDEA WAS…

TO MAKE SERIOUS MONEY

WITH AN APP

WATCH OUT FOR
PIVOTS

AN IDEA"
HAS
ZERO VALUE

WHY?

BECAUSE HE " HAD A
BIG PAIN

YOU HAVE DRINKS WITH YOUR
FRIENDS

AND WHEN YOU ARE
DONE…

YOU WANT TO LEAVE

BUT THE PUB STARTED FILLING
UP…

SO THIS WAS HIS IDEA

PAY AT THE BAR WITH
AN APP

SO WHERE TO
START?

QUESTION Where would you start?
What would be your next step?

WHO IS MY CUSTOMER?

WHAT IS "
HIS/HER PAIN?

DISCOVER "
YOUR CUSTOMER

EXACTLY!

THEY VISITED "
40 PUBS

AND FOUND THE" TOP 4
PAINS

1. BAD SERVICE" 2. BILL
SETTLEMENT" 3. CARD LOST" 4. TRANSPORT

SO WHAT "
IS NEXT?

WATCH OUT!

`
FEATURITIS!

" YOU NEED TO FIND"
THE MINIMUM VIABLE PRODUCT

SO WHAT "
IS NEXT?

IT IS NOT ABOUT" THE
PRODUCT

IT IS NOT ABOUT" THE
SERVICE

" IT IS ABOUT THE
BUSINESS MODEL, STUPID!

QUESTION What would the business
model options look like for Onetab? Think about 3 different business model options for Onetab.

WHAT DOES THE" #1st BUSINESS
MODEL" LOOK LIKE?

© www.businessmodelgeneration.com Key partners Key
activities Value proposition Customer relationship Customer segments Key resources Cost structure Revenue streams Channels Business Model Onetab #1 Develop & maintain app Drinkers App stores App download fees People App developm. Social media Really cool app for buying drinks Dev Team

WHAT IS OUR" KEY ASSUMPTION
HERE?

DRINKERS WANT" TO PAY 99c
FOR AN APP TO BUY BEERS

WHAT THEY
LEARNED…

CREDITCARD HANDLING IS A
PAIN IN THE ASS!

THEY MAKE LIFE EASIER FOR
BOTH

WHAT DOES IT"
LOOK LIKE?

WE NEED TO DESIGN" A
VALUE PROPOSITION FOR VENUES TOO

WHAT DOES THE" NEXT BUSINESS
MODEL" LOOK LIKE?

© www.businessmodelgeneration.com Key partners Key
activities Value proposition Customer relationship Customer segments Key resources Cost structure Revenue streams Channels Business Model Onetab #2 Develop customer base Drinkers App stores Pay per use People App developm. Social Media Keep the night moving, no worries about paying Marketeers & Dev Team ONE TAB APP Faster order process & more sales Staff Free App store fees POS soPware provider (H&L Australia) Develop & maintain app

BUT WHAT ABOUT
DISTRIBUTION?

WHAT DOES THEIR" NEXT BEST
MODEL" LOOK LIKE?

POWER OF DATA. “IN GOD
WE TRUST. FOR EVERYTHING" ELSE THERE’S DATA.”

`
SECURED INVESTMENT

`
CELEBRATION!

MANUFACTURER
FROM EUROPE

A CORPORATE: WAVIN/Pilsa

MEET ORHUN ÇAPANOĞLU

QUESTION

LOOKED AT THE
NUMBERS

WROTE THE PLAN

WHAT THEY
WANTED?

WHO IS OUR
CUSTOMER?

WHAT IS THEIR
PROBLEM?

WE FIRST STARTED
TO INNOVATE

ONLINE

3D PRINTING

DIRECT TO
CONSUMER

a consumer eco system water
& resourcescommunication design waste finally things connect!

HELP THE "
PLUMBER

Q&A montage manual knowledge desk
certificates & education job central order central personal contact point montage manual plumber central AMCO AMCO

QUESTION Which one do you
fall in love with?

1 – online" 2 –
3D printing" 3 – direct" 4 - plumber

HOW CAN YOU " TEST
YOUR ASSUMPTIONS?

LET’S GO ON
SAFARI!

ROLAND TRAVEL GUIDE SUAT (ISTANBUL)
OBSERVER INTERVIEWER OYKU (ISTANBUL) OBSERVER NOTE-TAKER

WATCH FIRST, THEN ASK LOOK
FOR NEEDS, NOT SOLUTIONS RECORD THE OBVIOUS

OUR EYES OUR EARS CAMERA
NOTEBOOK AND PEN

DAY 1"
MECHANICAL
CONTRACTORS

DAY 2"
INSTALLERS

ONE OF CETIN’S TEAMS (2
PEOPLE) IS WORKING IN THIS

DAY 3"
DISTRIBUTORS

TO SUMMARIZE

WHAT WE LEARNED

CONTRACTORS ARE NOT CUSTOMERS

IT’S NOT ABOUT ONLINE…

QUALITY WAS BAD…

IT’S ABOUT EDUCATION!

DISTRIBUTION IS KEY!

CONFIDENTIAL
214

CONFIDENTIAL
215

CONFIDENTIAL
216
AMCO

CONFIDENTIAL
217

CONFIDENTIAL
218

CONFIDENTIAL
219

THE WAVIN PILSA ACADEMY

TO SUMMARIZE

USE TOOLS" DEVELOP SKILLS THIINK
LIKE A DESIGNER!

FIND"
REAL PAIN"
FROM CUSTOMERS

SOLVE PROBLEMS" FOR MANY BUILD
SCALE!

GET YOUR
BUSINESS MODEL
RIGHT!

JFDI YOURSELF!