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SXSW Las Vegas 2014
VISION
TO
VENTURE Justine
Bloome
Patrick
Van der Pijl
John Meada
YOUR NEXT
CEO IS A DESIGNER
#VisionBiz
@Patrickpijl
PATRICK
VAN DER
PIJL
#VisionBiz
@inBloome
JUSTINE
BLOOM
THREE
MESSAGES
FOR YOU
VISION
BUSINESS MODEL
BRAND
`	
  YOUR START-UP
THROUGH
SPOTIFY
WHY WE NEED NEW
TOOLS?
THE WORLD HAS
CHANGED...
CUSTOMERS ARE
CHANGING TOO…
BUSINESS AS USUAL
IS DEAD
BUSINESS PLANS ARE
SO 1980
A SHORT
INTRODUCTION
WE WANTED TO
DISRUPT THE
PUBLISHING
INDUSTRY
243USD
OVER 1 MILLION SOLD
30+ TRANSLATIONS
WHY IS BUSINESS
MODELING SO
POPULAR?
DISRUPT BEFORE
WE ARE DISRUPTED
1 SINGLE
QUESTION
WHERE IS
VALUE
CREATED?
Insights from Moments of Impact:
UNFORESEEN
TURBULENCE IS A
CONSTANT
FEATURE IN OUR
WORLD
VUCA – WORLD:
NON-STOP VOLATILITY,
UNCERTAINTY,
COMPLEXITY AND
AMBIQUITY
LIKE AN AMUSEMENT PARK:
FULL OF THRILLING RIDES.
NOT ALL OF THEM ARE FUN.	
  
Source:	
  Moments	
  of	
  Impact	
  
THE WORLD
HAS CHANGED
`	
  FROM THIS…
TO AMAZON.
FROM THIS…
TO TECHSHOP.
FROM THIS…
*	
  A	
  new	
  taxi	
  concept	
  in	
  San	
  Francisco	
  
TO LYFT*
FROM THIS…
`	
  TO BMW DRIVENOW.
WHAT WE SEE...
ARE THE
NEW RULES
OF BUSINESS
BUSINESS
MODEL
HOW	
  
THE BUSINESS
MODEL CANVAS
A	
  BUSINESS	
  MODEL	
  	
  
DESCRIBES	
  THE	
  RATIONALE	
  	
  
OF	
  HOW	
  AN	
  ORGANIZATION	
  
CREATES,	
  DELIVERS,	
  AND	
  
CAPTURES	
  VALUE	
  
CUSTOMER SEGMENTS1
VALUE PROPOSITIONS2
CHANNELS3
CUSTOMER RELATIONSHIPS4
REVENUE STREAMS5
KEY RESOURCES6
KEY ACTIVITIES7
KEY PARTNERS8
COST STRUCTURE9
CUSTOMER
SEGMENTS
KEY PARTNERS
COST STRUCTURE REVENUE STREAMSCHANNELS
CUSTOMER
RELATIONSHIPS
KEY RESOURCES
VALUE PROPOSITIONSKEY ACTIVITIES
ONE EXAMPLE
THE
BUSINESS MODEL
OF SPOTIFY
WHAT DID THE
START LOOK LIKE?
10 min.
Business	
  model	
  SpoLfy	
  
OFFER
DISTRIBUTION
CHANNELS
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEY
ACTIVITIES
PARTNER
NETWORK
KEY
RESOURCES
Streaming	
  music	
  
PlaOorm	
  
development	
  and	
  
maintenance	
  
Licensing	
  
agreements	
  
SoQware	
  and	
  
network	
  engineers	
  
Rightholders	
  (labels	
  
and	
  publishers)	
  
AdverLsers	
  
Internet	
  +	
  PC	
  
Ad	
  fees	
  
SubscripLon	
  fees	
  
FREE	
  
RoyalLes	
  to	
  
rightholders	
  
Salaries	
  
Bandwith	
  costs	
  
Automated	
  online	
  
relaLonship	
  
Global	
  music	
  fans	
  
AdverLsing	
  
PlaOorm	
  and	
  brand	
   Mobile	
  
VISION
WHY	
  
CAN WE DESIGN A
CANVAS FOR
VISION?
DISCUSSION:
WHAT ARE VISION
ELEMENTS?
SOME VISION
CANVAS EXAMPLES
LET’S LOOK AT
SPOTIFY AGAIN…
“We	
  are	
  going	
  to	
  	
  
provide	
  music	
  to	
  everyone	
  	
  
(any	
  Lme,	
  any	
  place)	
  
in	
  a	
  legal	
  way”	
  
DESIGNING BETTER BUSINESSES
WHAT DID THEIR
VISION CANVAS
LOOK LIKE?
Give people access to all
the music they want all time
in a legal and accessible way
Go to the US market
Get subscribers to pay 220.000
Connect with local artists
You do not
need to pay
to listen to
music
Anytime and any place
Quicker than Itunes
Portability is our main driver
You won’t be
charged
All over the world
Where does this show
up?
Young and old
Music is social
Vision
Theme
Every
where
Every
one
Legal
FREE
QUESTION
WHERE DOES
VISION SHOW UP
IN THE BUSINESS
MODEL?
Business	
  model	
  SpoLfy	
  
OFFER
DISTRIBUTION
CHANNELS
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEY
ACTIVITIES
PARTNER
NETWORK
KEY
RESOURCES (Free)	
  streaming	
  
music	
  
PlaOorm	
  
development	
  and	
  
maintenance	
  
Licensing	
  
agreements	
  
SoQware	
  and	
  
network	
  engineers	
  
Rightholders	
  (labels	
  
and	
  publishers)	
  
AdverLsers	
  
Internet	
  +	
  PC	
  
Ad	
  fees	
  
SubscripLon	
  fees	
  
FREE	
  
RoyalLes	
  to	
  
rightholders	
  
Salaries	
  
Bandwith	
  costs	
  
Automated	
  online	
  
relaLonship	
  
Global	
  music	
  fans	
  
AdverLsing	
  
PlaOorm	
  and	
  brand	
  
FREE	
  
“FREE	
  DRIVES	
  
PAID”	
  
STREAMING	
  
SERVICES	
  
ACCESS	
  TO	
  
MUSIC	
  
ROYALTIES	
  
A	
  LEGAL	
  WAY	
  
TWO	
  PARTIES	
  
ONE	
  
FUNDING	
  THE	
  
OTHER	
  
EVERY	
  
WHERE	
  
220.000	
  paid	
  
subscribers	
  
NOW IT IS TIME
FOR YOUR VISION
WE USE A VISION
CANVAS…
`	
  10 MINUTES
BRAND
HOW	
  DO	
  WE	
  TELL	
  	
  
THE	
  STORY	
  
TO	
  OTHERS?	
  
THE STORY OF
Your brand is the sum of all the
experiences a person has with you
brand story
make your
about them
The most successful brands
that others can
create stories
share and re-tell
Hearts & Minds
Where is the value?
How do they feel?
Brand goes beyond looks…
it’s how you act and behave
Good brand strategy is
a lens for every audience
Brand guides internal conversations…
There’s work and there’s your life’s work.
The kind of work that has your fingerprints all over it. The kind of
work that you’d never compromise on. That you’d sacrifice a
weekend for. You can do that kind of work here. People don’t come
here to play it safe. They come here to swim in the deep end.
They want their work to add up to something.
Something big. Something that couldn’t happen anywhere else.
Welcome to Apple.
and how you explain your concept
to investors or shareholders
“To bring inspiration and innovation
to every athlete* in the world”
* “If you have a body, you’re an athlete” 

~ Nike co-founder Bill Bowerman
BRAND COMPASS
Navigating your brand story
PERSONALITY
PURPOSE &
VALUES
ARTEFACTSTHINK FEEL DO
RELATIONSHIP
SELF-IMAGE
RALLYING
CRY
BRANDCUSTOMER
Brand will tend to build a reflection
(or an image) of the buyer over time
THINK 

FEEL

DO
RELATIONSHIP
SELF-IMAGE
The stereotypical
user of the brand
Customer =
Self-Image
SELF-
IMAGE
Self-image is how customers
see (part of) themselves 

in your brand
SELF-
IMAGE
What part of your customers’
attitudes or beliefs 

will you reflect?
SELF-
IMAGE
Young, Free,
Connected
Brand Personality
the brand’s character - imagine your
brand as a person and describe him/
her 

in 3 words or phrases
PERSONALITY
PERSONALITY
Easy, Personal, Fun
Purpose & Values
not WHAT you do. WHY
you do it.
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS
Why do you exist?
What role do you play in
customers’ lives?
What do you stand for?
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS
Values will guide a brand
towards delivering on its
Purpose
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS
Give people access to all the music they
want all the time - 

in a completely free, legal 

and accessible way
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS
Relationship
THINK 

FEEL

DO
RELATIONSHIP
SELF-IMAGE
succinctly describes
how the brand interacts
with the customer
THINK 

FEEL

DO
RELATIONSHIP
SELF-IMAGE
Soundtrack to Life
Think, Feel, Do
THINK 

FEEL

DO
What will a customer

ideally think, feel and do
after engaging the brand?
THINK 

FEEL

DO
Play only the songs I want, when & where I want them
Connected, fun, free-spirited
Play, Love, Discover, Share
Brand Artefacts
ARTEFACTS
How will a customer

recognise your brand?
Visuals, Experience, Sound
ARTEFACTS
Green
My music, wherever I am, any device
Discovery, friends, sharing
PERSONALITY
PURPOSE & VALUES
ARTEFACTS
THINK 

FEEL

DO
RELATIONSHIP
SELF-IMAGE
RALLYING
CRY
PERSONALITY
PURPOSE & VALUES
ARTEFACTS
THINK
FEEL DO
RELATIONSHIP
SELF-IMAGE
BRANDCUSTOMER Soundtrack
for life
Music for

every

moment
easy
personal
fun
green
anywhere
sharing
play
discover
love
share
young
free
connected
music
anytime,
anywhere
RATIONAL REASONING
EMOTIONAL CONNECTION
PATRICK
VAN DER PIJL
CEO Business Models Inc.
Producer Business Model
Generation
Patrick helps corporates
and start-ups to design
better business. He has
worked with more than
300 companies on
business model innovation.
patrick@businessmodelsinc.com
JUSTINE BLOOME
justinebloome.com
Find me on Twitter @inBloome
Connect with me on LinkedIn /in/justinebloome

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Vision to Business Model to Brand