Bayern Munich vs Brussia Dortmund

1. Business Models
in comparison:
Football Clubs of the German Bundesliga
not as serious
vs.
FC Bayern Munich
German Champion
2010/11 & 2011/12
Winner „German Classico“ 2012
Borussia Dortmund

2. vs.
On 26.02.11 there was the top game of two generations of
Bundesliga football team business models.
After the record-breaking season of Borussia Dortmund,
with two wins against the "record champion" FC Bayern
Munich, the resulting current 16 point lead
- with only one-third budget - it was time to compare the
concepts of success....

3. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
„Mir
san
mir“
(We
are
THE
BEST!)
„At
least
two
+tles
per
season“
The business model of FC Bayern Munich

4. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
„Mir
san
mir“
(We
are
THE
BEST!)
„At
least
two
+tles
per
season“
Fans
Football
Friends
in-­‐crowd
Sponsors
The business model of FC Bayern Munich

5. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Stadium
TV
„Mir
san
mir“
(We
are
THE
BEST!)
„At
least
two
+tles
per
season“
Fans
Football
Friends
in-­‐crowd
Sponsors
The business model of FC Bayern Munich

6. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
„Mir
san
mir“
(We
are
THE
BEST!)
„At
least
two
+tles
per
season“
Fans
Football
Friends
in-­‐crowd
Sponsors
The business model of FC Bayern Munich

7. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Devo+on
Envy
of
eternal
bridesmaid
„Mir
san
mir“
(We
are
THE
BEST!)
„At
least
two
+tles
per
season“
Fans
Football
Friends
in-­‐crowd
Sponsors
The business model of FC Bayern Munich

8. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Buy
best
players
of
the
others Devo+on
Envy
of
eternal
bridesmaid
„Mir
san
mir“
(We
are
THE
BEST!)
„At
least
two
+tles
per
season“
Fans
Football
Friends
in-­‐crowd
Sponsors
The business model of FC Bayern Munich

9. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Buy
best
players
of
the
others
Superstars
Master
coach
Stadium
Devo+on
Envy
of
eternal
bridesmaid
„Mir
san
mir“
(We
are
THE
BEST!)
„At
least
two
+tles
per
season“
Fans
Football
Friends
in-­‐crowd
Sponsors
The business model of FC Bayern Munich

10. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Buy
best
players
of
the
others
Superstars
Master
coach
Stadium
Athlete's
Agent
German
Football
League
(DFL)
Devo+on
Envy
of
eternal
bridesmaid
„Mir
san
mir“
(We
are
THE
BEST!)
„At
least
two
+tles
per
season“
Fans
Football
Friends
in-­‐crowd
Sponsors
The business model of FC Bayern Munich
Media

11. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Buy
best
players
of
the
others
Superstars
Master
coach
Stadium
Athlete's
Agent
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Envy
of
eternal
bridesmaid
„Mir
san
mir“
(We
are
THE
BEST!)
„At
least
two
+tles
per
season“
Fans
Football
Friends
in-­‐crowd
Sponsors
The business model of FC Bayern Munich
Media

12. Great and successful model, so what is the problem?

13. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Buy
best
players
of
the
others
Superstars
Master
coach
Stadium
Athlete's
Agent
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Envy
of
eternal
bridesmaid
„Mir
san
mir“
(We
are
THE
BEST!)
„At
least
two
+tles
per
season“
Fans
Football
Friends
in-­‐crowd
Sponsors
The business model of FC Bayern Munich
Media

14. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Buy
best
players
of
the
others
Superstars
Master
coach
Stadium
Athlete's
Agent
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Envy
of
eternal
bridesmaid
„Mir
san
mir“
(We
are
THE
BEST!)
„At
least
two
+tles
per
season“
Fans
Football
Friends
in-­‐crowd
Sponsors
The business model of FC Bayern Munich
Does not
make friends,
and is
expensive in
the long run!
Media

15. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Superstars
Master
coach
Stadium
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Envy
of
eternal
bridesmaid
„Mir
san
mir“
(We
are
THE
BEST!)
„At
least
two
+tles
per
season“
Fans
Football
Friends
in-­‐crowd
Sponsors
The business model of FC Bayern Munich
Clever
Talent
Scouts
Find
the
best
talent
and
develop
them
Media

16. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Superstars
Master
coach
Stadium
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Envy
of
eternal
bridesmaid
„Mir
san
mir“
(We
are
THE
BEST!)
„At
least
two
+tles
per
season“
Fans
Football
Friends
in-­‐crowd
Sponsors
The business model of FC Bayern Munich
Clever
Talent
Scouts
Find
the
best
talent
and
develop
them
Apears silly
when you
fail.
Makes a bad mood
with the
participants,
because it is not
often achievable.
And it's expensive,
since new "master
coaches" and even
more expensive
players are needed.
Media

17. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Superstars
Master
coach
Stadium
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Envy
of
eternal
bridesmaid
Fans
Football
Friends
in-­‐crowd
Sponsors
The business model of FC Bayern Munich
Clever
Talent
Scouts
Find
the
best
talent
and
develop
them
We
offer
aQrac+ve
aQacking
Football
and
see
what
it
achieves
„We
are
Football!“
Media

18. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Superstars
Master
coach
Stadium
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Envy
of
eternal
bridesmaid
Fans
Football
Friends
in-­‐crowd
Sponsors
The business model of FC Bayern Munich
Clever
Talent
Scouts
Find
the
best
talent
and
develop
them
We
offer
aQrac+ve
aQacking
Football
and
see
what
it
achieves
„We
are
Football!“
Makes it fun
the long
term?
Media

19. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Superstars
Master
coach
Stadium
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Fans
in-­‐crowd
Sponsors
The business model of FC Bayern Munich
Clever
Talent
Scouts
Find
the
best
talent
and
develop
them
We
offer
aQrac+ve
aQacking
Football
and
see
what
it
achieves
„We
are
Football!“
Ungrudgingly
Acknowledgment
Football
Friends
Media

20. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Superstars
Master
coach
Stadium
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Fans
in-­‐crowd
Sponsors
The business model of FC Bayern Munich
Clever
Talent
Scouts
Find
the
best
talent
and
develop
them
We
offer
aQrac+ve
aQacking
Football
and
see
what
it
achieves
„We
are
Football!“
Ungrudgingly
Acknowledgment
Football
Friends
They don‘t
provide
atmosphere
in the
stadium!
Media

21. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Superstars
Master
coach
Stadium
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Fans
Sponsors
The business model of FC Bayern Munich
Clever
Talent
Scouts
Find
the
best
talent
and
develop
them
We
offer
aQrac+ve
aQacking
Football
and
see
what
it
achieves
„We
are
Football!“
Ungrudgingly
Acknowledgment
Football
Friends
Media

22. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
Superstars
Master
coach
Stadium
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Fans
Sponsors
The business model of FC Bayern Munich
Clever
Talent
Scouts
Find
the
best
talent
and
develop
them
We
offer
aQrac+ve
aQacking
Football
and
see
what
it
achieves
„We
are
Football!“
Ungrudgingly
Acknowledgment
Football
Friends
They are
capricious,
sometimes fed,
easily predictable
as an opponent
and if they are
absent, it's
stupid too!
Media

23. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Fans
Sponsors
The business model of FC Bayern Munich
Clever
Talent
Scouts
Find
the
best
talent
and
develop
them
We
offer
aQrac+ve
aQacking
Football
and
see
what
it
achieves
„We
are
Football!“
Ungrudgingly
Acknowledgment
Football
Friends
Enthusias+c
talents
Master
coach
Stadium
Media

24. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Fans
Sponsors
The business model of FC Bayern Munich
Clever
Talent
Scouts
Find
the
best
talent
and
develop
them
We
offer
aQrac+ve
aQacking
Football
and
see
what
it
achieves
„We
are
Football!“
Ungrudgingly
Acknowledgment
Football
Friends
Enthusias+c
talents
Master
coach
Stadium
Media
Well...

25. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Fans
Sponsors
The business model of FC Bayern Munich
Clever
Talent
Scouts
Find
the
best
talent
and
develop
them
We
offer
aQrac+ve
aQacking
Football
and
see
what
it
achieves
„We
are
Football!“
Ungrudgingly
Acknowledgment
Football
Friends
Enthusias+c
talents
True
expert
&
mo+vator
Stadium
Media

26. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
German
Football
League
(DFL)
High
transfer
fees
Stadium
Management
Expensive
Star
Ensemble
Devo+on
Fans
Sponsors
The business model of FC Bayern Munich
Clever
Talent
Scouts
Find
the
best
talent
and
develop
them
We
offer
aQrac+ve
aQacking
Football
and
see
what
it
achieves
„We
are
Football!“
Ungrudgingly
Acknowledgment
Football
Friends
Enthusias+c
talents
True
expert
&
mo+vator
Stadium
Media
Capital-intensive.
Doomed to
endless victories.

27. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
German
Football
League
(DFL)
Stadium
Management
Devo+on
Fans
Sponsors
The business model of FC Bayern Munich
Clever
Talent
Scouts
Find
the
best
talent
and
develop
them
We
offer
aQrac+ve
aQacking
Football
and
see
what
it
achieves
„We
are
Football!“
Ungrudgingly
Acknowledgment
Football
Friends
Enthusias+c
talents
True
expert
&
mo+vator
Stadium
Media
Scou+ng Salaries
of
a
young
team

28. KEY
RESOURCES
KEY
ACTIVITIES VALUE
PROPOSITION
CHANNELS
CUSTOMER
RELATIONSHIPKEY
PARTNER CUSTOMER
SEGMENTS
REVENUE
STREAMSCOST
STRUCTURE
Admission
&
TV
Rights
Sponsorship Merchandise
Stadium
TV
German
Football
League
(DFL)
Stadium
Management
Devo+on
Fans
Sponsors
Clever
Talent
Scouts
Find
the
best
talent
and
develop
them
We
offer
aQrac+ve
aQacking
Football
and
see
what
it
achieves
„We
are
Football!“
Ungrudgingly
Acknowledgment
Football
Friends
Enthusias+c
talents
True
expert
&
mo+vator
Stadium
Media
Scou+ng Salaries
of
a
young
team
The successful business model 2010/11

29. 29
Congratulations to the successful
business model 2010/11!

30. The Result:
German Football Champions 2010/11
German Football Champions 2010/12
„German Classico“ DFB Cup Winner 2012
Five consecutive wins against FC Bayern Munich

31. Business Model Canvas
for illustration
by
Alexander Osterwalder
www.businessmodelhub.com

32. You've made it this far.
Thanks for your attention and sharing!
Thorsten Faltings
Business Innovation & Development Consultant
Happy to help you through today's Business Revolution
Any Questions?
Twitter: @faltings
Email: faltings@ymail.com
LinkedIn: http://de.linkedin.com/in/faltings
Website: http://fa.ltings.de/
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