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The core question of any business:




                             Why should
                             your business
                             exist?

                                                  so-
                                        The philo -
                                                  es
                                        phical qu
                                                    ll
                                         tion for a
                                                   es
                                         buisness
Do you know this man?	

Hans Rausing = Inventor of the
Tetra Pack Systems	

 Dr. Patrick Stähler | 2
He could have sold his
packaging machines, 
but…
But he sold packaged services	

   Tetra Pack is not a
                                   product innovation
                                   but an implementatio
                                                       n
                                   of an innovative
                                   business model!
„Which innovation expanded
 the global addressable market
 for mobile communication the
 most?*“	


*After the invention of mobile telephony itself
Which
                        innovation made
                        this possible?!




Dr. Patrick Stähler |
A smal
               l chang
        opened         e in bill
               new ma             ing
       Africa,         rkets in
               Asia, L
       Americ          atin
              a, Yout
                      hs, etc
                              ..!




Prepaid
To develop a business model, is   

To Do the 
right things 
And   Not to do things right
„What is a 	

 	

 	

business

    model? “
Are you
                            aware o
                                    f
                            your DN
                                    A?!

The business model is the
DNA of your business
The business model gives
meaning to your employees
and customers
Technology or a new produt does not create value.
It is the business model




     product/technology
                                         X	

                 value



                                                    creates




           enables                 business model



                                defines


      business strategy
!
Beyond product  technology innovation	

Your business model is
decisive for value creation	

not a new technology
4 key questions for a successful business:




         What excites        How do we            How do we       Who is on our
         our                 create value         earn money?     team?
         customers           for our                              What values
                             customers?                           do we
                                                                  pursue?


         Value Proposition   Value Architecture   Revenue Model   Team  Values



                                                                              The job
                                                                                      of
                                                                            the entre
                                                                                      pre-
                                                                                neur
„ What industry are
 	


   we in? Who are
   our competitors?	

                    “
„ In which industry
 	


  are we in?	

            “
„That was the job
                         	

                         the customer
                                       “
                         wanted to do.	

                                        	





Dr. Patrick Stähler |
Value Proposition
  Customers
  Who are our customers?
  What job do we solve for our
  customers?

  Customer Benefit
  What benefit do we create for our
  customers?
  What benefit do we create for our
  partners?
Value Architecture

O er                                 Distribution  Communication
What is our o er?                    Channels
                                     How do we reach our customers?
                                     How do we communicate with
                                     our customers?
Value Chain
What are our value creating steps?
What is our value chain?




Core Capabilities                    Partner
What are the core capabilities       Which partners do we need?
we need?
Revenue Model
 Cost Structure                    Revenue Sources
 Cost structure is defined by the   With what do we earn money?
 value architecture.
Team  Values
  Team                           Values
  Who is on our team?            What values do we pursue?
  What competencies do we have   How do we interact with each
  on the team?                   other and the customers?
Questions for successful Business Model Innovation

      Value Architecture                                                Value Proposition
  O er                                 Distribution  Communication       Customers
  What is our o er?                    Channels                           Who are our customers?
                                       How do we reach our customers?     What job do we solve for our
                                       How do we communicate with         customers?
                                       our customers?
  Value Chain                                                             Customer Benefit
  What are our value creating steps?                                      What benefit do we create for our
  What is our value chain?                                                customers?
                                                                          What benefit do we create for our
                                                                          partners?

  Core Capabilities                    Partner
  What are the core capabilities       Which partners do we need?
  we need?




Revenue Model
  Cost Structure                                                          Revenue Sources
  Cost structure is defined by the                                         With what do we earn money?
  value architecture.



Team  Values
  Team                                                                    Values
  Who is on our team?                                                     What values do we pursue?
  What competencies do we have                                            How do we interact with each other
  on the team?                                                            and the customers?
Questions for successful Business Model Innovation

      Value Architecture                                                Value Proposition
  O er                                 Distribution  Communication       Customers
  What is our o er?                    Channels                           Who are our customers?
                                       How do we reach our customers?     What job do we solve for our
                                       How do we communicate with         customers?
                                       our customers?
  Value Chain                                                             Customer Benefit
  What are our value creating steps?                                      What benefit do we create for our
  What is our value chain?                                                customers?
                                                                          What benefit do we create for our
                                                                          partners?

  Core Capabilities                    Partner
  What are the core capabilities       Which partners do we need?
  we need?




Revenue Model
  Cost Structure                                                          Revenue Sources
  Cost structure is defined by the                                         With what do we earn money?
  value architecture.



Team  Values
  Team                                                                    Values
  Who is on our team?                                                     What values do we pursue?
  What competencies do we have                                            How do we interact with each other
  on the team?                                                            and the customers?
Creating Business model innovations is a creative and
analytical process at the same time. There is a reason
why god gave us two brain hemispheres
1

    Customer Insight
      Observe your customers
      What job is not yet or
      badly solved?
      How does the Customer
      Experience Cycle look
      like?
      On what customer insights
      is your idea based?
      validate customer insight
2

    Understand
      understand the current
      solutions and their
      strength  weakness
      understand how the
      potential customer thinks
      and decides
      understand the market 
      market mechanism
3

    Ideate
    Develop as many ideas as
    possible in the area of
       customers/ value
       proposition
       value architecture
       revenue model
4

    Design
      decide for three or four
      options
      design the business
      models for the options
      check the                                  Geschäftsmodell:

                                                  Wertschöpfungsarchitektur                                                           Value Proposition


      interdependencies in the            Angebot                                                          Vertrieb  Kommunikation     Kunden




      business models                     Produktion                                                                                    Nutzen




      work on the uniqueness              Kernfähigkeiten                                                  Partner



      (positioning)
      optimize the building           Ertragsmodell
                                          Kostenstruktur                                                                                Ertragsquellen




      blocks                          Team  Werte
                                          Team                                                                                          Werte




                                 Created with the friendly support of Wolfsburg AG | Designed by Gottschalk+Ash Int’l
5
    Decide  Prototype
      decide for the best model
      to go for
      build prototype
      test prototype with
      customers
      write business case
      decide again or work on
      different option
6
    Build  Learn
      execute business model
      learn continuously from
      customer feedback and
      control KPIs
      adjust and refine
      continuously the business
      model
1                                       2                                     3

    Customer Insight                        Understand                            Ideate
            Observe your customers                  understand the current        Develop as many ideas as
            What job is not yet or                  solutions and their           possible in the area of
            badly solved?                           strength  weakness              customers/ value
            How does the Customer                   understand how the               proposition
            Experience Cycle look                   potential customer               value architecture
            like?                                   thinks and decides               revenue model
            On what customer insights               understand the market 
            is your idea based?                     market mechanism
            validate customer insight




4                                       5                                     6

    Design                                  Decide  Prototype                    Build  Learn
            decide for three or four                decide for the best               execute business model
            options                                 model to go for                   learn continuously from
            design the business                     build prototype                   customer feedback and
            models for the options                  test prototype with               control KPIs
            check the                               customers                         adjust and refine
            interdependencies in the                write business case               continuously the
            business models                         decide again or work on           business model
            work on the uniqueness                  different option
            (positioning)
            optimize the building
            blocks
What is a good business model?	




                                        trend	





                                                         differenti
                      focus	

                                                           ation	





                                 build on strengths
It’s about finding the right
trend to surf!
It is about differentiation
„Business model innovation is 	

               	

  	

about being


	

DIFFERENT!“
NO,   REALLY            	

               DIFFERENT!
Dr. Patrick Stähler | 42
DOING	

not learning to do,	


is the essence of
   	

entrepreneurship	


                         Guy Kawasaki, The Art of the Start 2004, p. xi
„Scary to be this nail. Where
 will the hammer hit next
 time?“
More Information on
 http://blog.business-model-innovation.com

Dr. oec. Patrick Stähler	

fluidminds GmbH	

Seefeldstrasse 5a	

CH-8008 Zürich	

Patrick.Staehler@fluidminds.ch	

www.fluidminds.ch	

blog.business-model-innovation.com

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Why should your business exist

  • 1. The core question of any business: Why should your business exist? so- The philo - es phical qu ll tion for a es buisness
  • 2. Do you know this man? Hans Rausing = Inventor of the Tetra Pack Systems Dr. Patrick Stähler | 2
  • 3. He could have sold his packaging machines, but…
  • 4. But he sold packaged services Tetra Pack is not a product innovation but an implementatio n of an innovative business model!
  • 5. „Which innovation expanded the global addressable market for mobile communication the most?*“ *After the invention of mobile telephony itself
  • 6. Which innovation made this possible?! Dr. Patrick Stähler |
  • 7. A smal l chang opened e in bill new ma ing Africa, rkets in Asia, L Americ atin a, Yout hs, etc ..! Prepaid
  • 8. To develop a business model, is To Do the right things And Not to do things right
  • 9. „What is a business model? “
  • 10. Are you aware o f your DN A?! The business model is the DNA of your business
  • 11. The business model gives meaning to your employees and customers
  • 12. Technology or a new produt does not create value. It is the business model product/technology X value creates enables business model defines business strategy
  • 13. ! Beyond product technology innovation Your business model is decisive for value creation not a new technology
  • 14. 4 key questions for a successful business: What excites How do we How do we Who is on our our create value earn money? team? customers for our What values customers? do we pursue? Value Proposition Value Architecture Revenue Model Team Values The job of the entre pre- neur
  • 15. „ What industry are we in? Who are our competitors? “
  • 16. „ In which industry are we in? “
  • 17. „That was the job the customer “ wanted to do. Dr. Patrick Stähler |
  • 18. Value Proposition Customers Who are our customers? What job do we solve for our customers? Customer Benefit What benefit do we create for our customers? What benefit do we create for our partners?
  • 19. Value Architecture O er Distribution Communication What is our o er? Channels How do we reach our customers? How do we communicate with our customers? Value Chain What are our value creating steps? What is our value chain? Core Capabilities Partner What are the core capabilities Which partners do we need? we need?
  • 20. Revenue Model Cost Structure Revenue Sources Cost structure is defined by the With what do we earn money? value architecture.
  • 21. Team Values Team Values Who is on our team? What values do we pursue? What competencies do we have How do we interact with each on the team? other and the customers?
  • 22.
  • 23. Questions for successful Business Model Innovation Value Architecture Value Proposition O er Distribution Communication Customers What is our o er? Channels Who are our customers? How do we reach our customers? What job do we solve for our How do we communicate with customers? our customers? Value Chain Customer Benefit What are our value creating steps? What benefit do we create for our What is our value chain? customers? What benefit do we create for our partners? Core Capabilities Partner What are the core capabilities Which partners do we need? we need? Revenue Model Cost Structure Revenue Sources Cost structure is defined by the With what do we earn money? value architecture. Team Values Team Values Who is on our team? What values do we pursue? What competencies do we have How do we interact with each other on the team? and the customers?
  • 24. Questions for successful Business Model Innovation Value Architecture Value Proposition O er Distribution Communication Customers What is our o er? Channels Who are our customers? How do we reach our customers? What job do we solve for our How do we communicate with customers? our customers? Value Chain Customer Benefit What are our value creating steps? What benefit do we create for our What is our value chain? customers? What benefit do we create for our partners? Core Capabilities Partner What are the core capabilities Which partners do we need? we need? Revenue Model Cost Structure Revenue Sources Cost structure is defined by the With what do we earn money? value architecture. Team Values Team Values Who is on our team? What values do we pursue? What competencies do we have How do we interact with each other on the team? and the customers?
  • 25. Creating Business model innovations is a creative and analytical process at the same time. There is a reason why god gave us two brain hemispheres
  • 26. 1 Customer Insight   Observe your customers What job is not yet or badly solved?   How does the Customer Experience Cycle look like?   On what customer insights is your idea based?   validate customer insight
  • 27. 2 Understand   understand the current solutions and their strength weakness   understand how the potential customer thinks and decides   understand the market market mechanism
  • 28. 3 Ideate Develop as many ideas as possible in the area of   customers/ value proposition   value architecture   revenue model
  • 29. 4 Design   decide for three or four options   design the business models for the options   check the Geschäftsmodell: Wertschöpfungsarchitektur Value Proposition interdependencies in the Angebot Vertrieb Kommunikation Kunden business models Produktion Nutzen   work on the uniqueness Kernfähigkeiten Partner (positioning)   optimize the building Ertragsmodell Kostenstruktur Ertragsquellen blocks Team Werte Team Werte Created with the friendly support of Wolfsburg AG | Designed by Gottschalk+Ash Int’l
  • 30. 5 Decide Prototype   decide for the best model to go for   build prototype   test prototype with customers   write business case   decide again or work on different option
  • 31. 6 Build Learn   execute business model   learn continuously from customer feedback and control KPIs   adjust and refine continuously the business model
  • 32. 1 2 3 Customer Insight Understand Ideate   Observe your customers   understand the current Develop as many ideas as What job is not yet or solutions and their possible in the area of badly solved? strength weakness   customers/ value   How does the Customer   understand how the proposition Experience Cycle look potential customer   value architecture like? thinks and decides   revenue model   On what customer insights   understand the market is your idea based? market mechanism   validate customer insight 4 5 6 Design Decide Prototype Build Learn   decide for three or four   decide for the best   execute business model options model to go for   learn continuously from   design the business   build prototype customer feedback and models for the options   test prototype with control KPIs   check the customers   adjust and refine interdependencies in the   write business case continuously the business models   decide again or work on business model   work on the uniqueness different option (positioning)   optimize the building blocks
  • 33. What is a good business model? trend differenti focus ation build on strengths
  • 34. It’s about finding the right trend to surf!
  • 35. It is about differentiation
  • 36. „Business model innovation is about being DIFFERENT!“
  • 37. NO, REALLY DIFFERENT!
  • 39. DOING not learning to do, is the essence of entrepreneurship Guy Kawasaki, The Art of the Start 2004, p. xi
  • 40. „Scary to be this nail. Where will the hammer hit next time?“
  • 41.
  • 42. More Information on http://blog.business-model-innovation.com Dr. oec. Patrick Stähler fluidminds GmbH Seefeldstrasse 5a CH-8008 Zürich Patrick.Staehler@fluidminds.ch www.fluidminds.ch blog.business-model-innovation.com