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3 Lessons From
Going Virtual
?
1
Engaging Exercises
?What did all these three companies
add to their business model that
keeps them ahead of competition?
They added “switching costs”
that make it difficult for
customers to leave or switch 

to competitors.
Gravity Creators Gravity 

Creators
Lock in
Customers
Key Partners Key activities Value Proposition Customer SegmentCustomer
Relationship
Key Resources Channels
Cost Structure Revenue Streams
Exercise — iPod
3:00
How would you map out Apple’s iPod
business model using the ‘Gravity
Creators’ pattern ?
1 2
3
4
56
Gravity Creator
iPod:
1’000 songs in
your pocket
a
Mass marketd
iPod
hardware
& software
c
Switching
cost
b
Recurring
transactional
sales
e
Retailf
write down the full sequence of 6 letters matching the numbers
Key Partners Key activities Value Proposition Customer SegmentCustomer
Relationship
Key Resources Channels
Cost Structure Revenue Streams
1
2
6
3
4
5
1 2
3
4
56
a
d
c
b
e
f
iPod:
1’000 songs in
your pocket
Mass market
iPod
hardware
& software
Switching
cost
Recurring
transactional
sales
Retail
Gravity Creator
Solution: adbefc
Key Partners Key activities Value Proposition Customer SegmentCustomer
Relationship
Key Resources Channels
Cost Structure Revenue Streams
iTunes
Exercice - Google
https://www.nytimes.com/2019/06/18/technology/google-1-billion-housing-crisis.html
Map out Google's Business Model
for Search Advertising
5’
use the Strategyzer app
in your breakout area
5:00
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
break-out rooms
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
Find
Reach an
Audience + Sell
Users Globally
google.com
Automated
AdWords
Advertisers
0.-
Keyword
Auctions
Patented
Algorithms
IT Infrastructure
Network
Engineering
Software
Engineering
Telco “Pipes”
IT Bandwidth
Traffic
(“eyeballs”)
Automated
2:00
How could you best organize the
following experiments in a
discovery sequence ?

Provide good arguments
DISCOVERY / EXPLORATION
Customer Interview
An interview that is focused on exploring customer jobs, pains,
gains, and willingness to pay.
COST
SETUP TIME
CAPABILITIES Research
EVIDENCE STRENGTH
RUN TIME
DESIRABILITY · FEASIBILITY · VIABILITY
Customer Interviews are ideal for gaining qualitative insights
into the fit between your value proposition and the customer
segment. It’s also a good starting point for price testing.
Customer Interviews are not ideal as a substitute for what
people will do.
An interview that is focused on exploring customer jobs, pains,
gains, and willingness to pay.
106
34
DISCOVERY / DATA ANALYSIS
Discussion Forums
The use of discussion forums to uncover unmet jobs, pains, and gains
in a product or service.
COST
SETUP TIME
CAPABILITIES Research / Data
EVIDENCE STRENGTH
RUN TIME
DESIRABILITY · FEASIBILITY · VIABILITY
Discussion Forums are ideal for finding unmet needs in your
existing product or a competitor’s product.
The use of discussion forums to uncover unmet jobs, pains,
and gains in a product or service.
134
DISCOVERY / DISCUSSION PROTOTYPES
Card Sorting
A technique in user experience design in which a person uses cards
with customers to generate insights.
COST
SETUP TIME
CAPABILITIES Marketing / Research
EVIDENCE STRENGTH
RUN TIME
DESIRABILITY · FEASIBILITY · VIABILITY
Card sorting is ideal for getting insights into customer jobs,
pains, gains, and value propositions.
A technique in user experience design in which a person uses
cards with customers to generate insights.
222
DISCOVERY / PREFERENCE & PRIORITIZATION
Speed Boat
A visual game technique used with customers to identify
what’s inhibiting progress.
COST
SETUP TIME
CAPABILITIES Design / Product / Technology
EVIDENCE STRENGTH
RUN TIME
DESIRABILITY · FEASIBILITY · VIABILITY
Speed Boat is ideal for going beyond conversations
and having a visual representation of what’s slowing your
customers down and learning how it impacts feasibility.
A visual game technique used with customers to identify
what’s inhibiting progress.
218
DISCOVERY / DISCUSSION PROTOTYPES
Brochure
Mocked up physical brochure of your imagined value proposition.
COST
SETUP TIME
CAPABILITIES Marketing / Research
EVIDENCE STRENGTH
RUN TIME
DESIRABILITY · FEASIBILITY · VIABILITY
Physical brochures are ideal for testing your value proposition
in person with customers who are difficult to find online.
Mocked up physical brochure of your imagined value proposition.
194
A B C D E
What’s the sequence of 5 letters for a good discovery journey
34
DISCOVERY / DATA ANALYSIS
Discussion Forums
The use of discussion forums to uncover unmet jobs, pains, and gains
in a product or service.
COST
SETUP TIME
CAPABILITIES Research / Data
EVIDENCE STRENGTH
RUN TIME
DESIRABILITY · FEASIBILITY · VIABILITY
Discussion Forums are ideal for finding unmet needs in your
existing product or a competitor’s product.
The use of discussion forums to uncover unmet jobs, pains,
and gains in a product or service.
134
DISCOVERY / EXPLORATION
Customer Interview
An interview that is focused on exploring customer jobs, pains,
gains, and willingness to pay.
COST
SETUP TIME
CAPABILITIES Research
EVIDENCE STRENGTH
RUN TIME
DESIRABILITY · FEASIBILITY · VIABILITY
Customer Interviews are ideal for gaining qualitative insights
into the fit between your value proposition and the customer
segment. It’s also a good starting point for price testing.
Customer Interviews are not ideal as a substitute for what
people will do.
An interview that is focused on exploring customer jobs, pains,
gains, and willingness to pay.
106
DISCOVERY / DISCUSSION PROTOTYPES
Card Sorting
A technique in user experience design in which a person uses cards
with customers to generate insights.
COST
SETUP TIME
CAPABILITIES Marketing / Research
EVIDENCE STRENGTH
RUN TIME
DESIRABILITY · FEASIBILITY · VIABILITY
Card sorting is ideal for getting insights into customer jobs,
pains, gains, and value propositions.
A technique in user experience design in which a person uses
cards with customers to generate insights.
222
DISCOVERY / PREFERENCE & PRIORITIZATION
Speed Boat
A visual game technique used with customers to identify
what’s inhibiting progress.
COST
SETUP TIME
CAPABILITIES Design / Product / Technology
EVIDENCE STRENGTH
RUN TIME
DESIRABILITY · FEASIBILITY · VIABILITY
Speed Boat is ideal for going beyond conversations
and having a visual representation of what’s slowing your
customers down and learning how it impacts feasibility.
A visual game technique used with customers to identify
what’s inhibiting progress.
218
DISCOVERY / DISCUSSION PROTOTYPES
Brochure
Mocked up physical brochure of your imagined value proposition.
COST
SETUP TIME
CAPABILITIES Marketing / Research
EVIDENCE STRENGTH
RUN TIME
DESIRABILITY · FEASIBILITY · VIABILITY
Physical brochures are ideal for testing your value proposition
in person with customers who are difficult to find online.
Mocked up physical brochure of your imagined value proposition.
194
first insights
into jobs,
pains, gains
and solutions
deepen
discovery
understand
biggest pains
learn about
solution/
feature
priorities
discuss
value
proposition
AB CD E
2
Carefully &
Deliberately Design
Networking
pre-class networking
break-out rooms!
3
Onboard Class
Participants Meticulously
pre-, during, post-class
communication
onboarding, online
learning, online exercise,
tracking projects
online meeting AND
break-out rooms
4
Experiment Library for
Download
EXPERIMENTTYPE
Interaction
Prototypes
Clickable Prototype
Single Feature MVP
Mash-Up
Concierge
Life-Sized Prototype
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
COST SETUP TIME EVIDENCE
STRENGTH
RUN TIME
Validation Experiments
THEME
Discovery Experiments
Experiment Library
EXPERIMENTTYPE
Exploration Customer Interview
Expert Stakeholder Interviews
Partner & Supplier Interviews
A Day in the Life
Discovery Survey
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
Data Analysis Search Trend Analysis
Web Traffic Analysis
Discussion Forums
Sales Force Feedback
Customer Support Analysis
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
Interest
Discovery
Online Ad
Link Tracking
404 Test
Feature Stub
Email Campaign
Social Media Campaign
Referral Program
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
Discussion
Prototypes
3D Print
Paper Prototype
Storyboard
Data Sheet
Brochure
Explainer Video
Boomerang
Pretend to Own
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
Preference
& Prioritization
Discovery
Product Box
Speed Boat
Card Sorting
Buy a Feature
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
DESIRABILITY · FEASIBILITY · VIABILITY
COST SETUP TIME EVIDENCE
STRENGTH
RUN TIME THEME

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Lean Educator Class - Osterwalder

  • 1. 3 Lessons From Going Virtual ? 1 Engaging Exercises ?What did all these three companies add to their business model that keeps them ahead of competition?
  • 2. They added “switching costs” that make it difficult for customers to leave or switch 
 to competitors. Gravity Creators Gravity 
 Creators Lock in Customers Key Partners Key activities Value Proposition Customer SegmentCustomer Relationship Key Resources Channels Cost Structure Revenue Streams Exercise — iPod 3:00 How would you map out Apple’s iPod business model using the ‘Gravity Creators’ pattern ?
  • 3. 1 2 3 4 56 Gravity Creator iPod: 1’000 songs in your pocket a Mass marketd iPod hardware & software c Switching cost b Recurring transactional sales e Retailf write down the full sequence of 6 letters matching the numbers Key Partners Key activities Value Proposition Customer SegmentCustomer Relationship Key Resources Channels Cost Structure Revenue Streams 1 2 6 3 4 5 1 2 3 4 56 a d c b e f iPod: 1’000 songs in your pocket Mass market iPod hardware & software Switching cost Recurring transactional sales Retail Gravity Creator Solution: adbefc Key Partners Key activities Value Proposition Customer SegmentCustomer Relationship Key Resources Channels Cost Structure Revenue Streams iTunes Exercice - Google https://www.nytimes.com/2019/06/18/technology/google-1-billion-housing-crisis.html Map out Google's Business Model for Search Advertising 5’ use the Strategyzer app in your breakout area 5:00
  • 4. 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 break-out rooms
  • 5. 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 Find Reach an Audience + Sell Users Globally google.com Automated AdWords Advertisers 0.- Keyword Auctions Patented Algorithms IT Infrastructure Network Engineering Software Engineering Telco “Pipes” IT Bandwidth Traffic (“eyeballs”) Automated 2:00 How could you best organize the following experiments in a discovery sequence ?
 Provide good arguments DISCOVERY / EXPLORATION Customer Interview An interview that is focused on exploring customer jobs, pains, gains, and willingness to pay. COST SETUP TIME CAPABILITIES Research EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Customer Interviews are ideal for gaining qualitative insights into the fit between your value proposition and the customer segment. It’s also a good starting point for price testing. Customer Interviews are not ideal as a substitute for what people will do. An interview that is focused on exploring customer jobs, pains, gains, and willingness to pay. 106 34 DISCOVERY / DATA ANALYSIS Discussion Forums The use of discussion forums to uncover unmet jobs, pains, and gains in a product or service. COST SETUP TIME CAPABILITIES Research / Data EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Discussion Forums are ideal for finding unmet needs in your existing product or a competitor’s product. The use of discussion forums to uncover unmet jobs, pains, and gains in a product or service. 134 DISCOVERY / DISCUSSION PROTOTYPES Card Sorting A technique in user experience design in which a person uses cards with customers to generate insights. COST SETUP TIME CAPABILITIES Marketing / Research EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Card sorting is ideal for getting insights into customer jobs, pains, gains, and value propositions. A technique in user experience design in which a person uses cards with customers to generate insights. 222 DISCOVERY / PREFERENCE & PRIORITIZATION Speed Boat A visual game technique used with customers to identify what’s inhibiting progress. COST SETUP TIME CAPABILITIES Design / Product / Technology EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Speed Boat is ideal for going beyond conversations and having a visual representation of what’s slowing your customers down and learning how it impacts feasibility. A visual game technique used with customers to identify what’s inhibiting progress. 218 DISCOVERY / DISCUSSION PROTOTYPES Brochure Mocked up physical brochure of your imagined value proposition. COST SETUP TIME CAPABILITIES Marketing / Research EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Physical brochures are ideal for testing your value proposition in person with customers who are difficult to find online. Mocked up physical brochure of your imagined value proposition. 194 A B C D E What’s the sequence of 5 letters for a good discovery journey
  • 6. 34 DISCOVERY / DATA ANALYSIS Discussion Forums The use of discussion forums to uncover unmet jobs, pains, and gains in a product or service. COST SETUP TIME CAPABILITIES Research / Data EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Discussion Forums are ideal for finding unmet needs in your existing product or a competitor’s product. The use of discussion forums to uncover unmet jobs, pains, and gains in a product or service. 134 DISCOVERY / EXPLORATION Customer Interview An interview that is focused on exploring customer jobs, pains, gains, and willingness to pay. COST SETUP TIME CAPABILITIES Research EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Customer Interviews are ideal for gaining qualitative insights into the fit between your value proposition and the customer segment. It’s also a good starting point for price testing. Customer Interviews are not ideal as a substitute for what people will do. An interview that is focused on exploring customer jobs, pains, gains, and willingness to pay. 106 DISCOVERY / DISCUSSION PROTOTYPES Card Sorting A technique in user experience design in which a person uses cards with customers to generate insights. COST SETUP TIME CAPABILITIES Marketing / Research EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Card sorting is ideal for getting insights into customer jobs, pains, gains, and value propositions. A technique in user experience design in which a person uses cards with customers to generate insights. 222 DISCOVERY / PREFERENCE & PRIORITIZATION Speed Boat A visual game technique used with customers to identify what’s inhibiting progress. COST SETUP TIME CAPABILITIES Design / Product / Technology EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Speed Boat is ideal for going beyond conversations and having a visual representation of what’s slowing your customers down and learning how it impacts feasibility. A visual game technique used with customers to identify what’s inhibiting progress. 218 DISCOVERY / DISCUSSION PROTOTYPES Brochure Mocked up physical brochure of your imagined value proposition. COST SETUP TIME CAPABILITIES Marketing / Research EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Physical brochures are ideal for testing your value proposition in person with customers who are difficult to find online. Mocked up physical brochure of your imagined value proposition. 194 first insights into jobs, pains, gains and solutions deepen discovery understand biggest pains learn about solution/ feature priorities discuss value proposition AB CD E 2 Carefully & Deliberately Design Networking pre-class networking break-out rooms! 3 Onboard Class Participants Meticulously
  • 7. pre-, during, post-class communication onboarding, online learning, online exercise, tracking projects online meeting AND break-out rooms 4 Experiment Library for Download EXPERIMENTTYPE Interaction Prototypes Clickable Prototype Single Feature MVP Mash-Up Concierge Life-Sized Prototype DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY COST SETUP TIME EVIDENCE STRENGTH RUN TIME Validation Experiments THEME Discovery Experiments Experiment Library EXPERIMENTTYPE Exploration Customer Interview Expert Stakeholder Interviews Partner & Supplier Interviews A Day in the Life Discovery Survey DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY Data Analysis Search Trend Analysis Web Traffic Analysis Discussion Forums Sales Force Feedback Customer Support Analysis DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY Interest Discovery Online Ad Link Tracking 404 Test Feature Stub Email Campaign Social Media Campaign Referral Program DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY Discussion Prototypes 3D Print Paper Prototype Storyboard Data Sheet Brochure Explainer Video Boomerang Pretend to Own DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY Preference & Prioritization Discovery Product Box Speed Boat Card Sorting Buy a Feature DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY COST SETUP TIME EVIDENCE STRENGTH RUN TIME THEME