This document discusses using data to drive business model innovation. It introduces tools like a data canvas and stakeholder map to help align a company's data with customer needs and jobs to be done. A case study of the ExCELL project is provided, where these tools were used to develop mobility services based on real-time transportation data. The document advocates taking an effectual approach of selecting business models based on available data and means, and embedding the value proposition in a model that achieves data-need, problem-solution, product-market, and business model fit.

1. DIGITAL CONCEPTS
WITH ADDED VALUE.
Data-Need Fit
Towards data-driven business model innovation
ServDes Conference
25 May 2016

2. Data-Need Fit, ServDes, May 2016Image: © Dudarev Mikhail – fotolia.com

3. Data-Need Fit, ServDes, May 2016Image: © styf – fotolia.com

4. Data-Need Fit, ServDes, May 2016Image: RunScribe

5. Data-Need Fit, ServDes, May 2016
Only 4% of German companies
already use Big Data in value
creation and as basis for new
business models.
BITKOM 2012
Image: © Dudarev Mikhail – fotolia.com

6. Data-Need Fit, ServDes, May 2016
Katrin Mathis
Service Design
Freelancer in Freiburg
MBA in Service Innovation & Design
from Laurea UAS, BSc. in OnlineMedia
Dr. Felix Köbler
Strategy and User Experience
Consultant at FELD M in Munich
PhD at Department of Informatics
at Technical University of Munich

7. Data-Need Fit, ServDes, May 2016
Research context
Research project ExCELL: Real-time analysis and
crowdsourcing for a self-organized city logistic
Work package “Concept of value and cash flow”
3 years from June 2015
Funded by
FKZ 01MD15001A
excell-mobility.de
Partner

8. Data-Need Fit, ServDes, May 2016
Expert interviews
Big data helps us to
outperform larger
competitors.
We use design thinking for
idea generation and lean
startup for validation.
Lean launchpad is
a useful checklist.
It’s difficult to acquire
data as a startup.

9. Data-Need Fit, ServDes, May 2016
Data in organisations
IT Business

10. Data-Need Fit, ServDes, May 2016
Data in organisations
IT Business

11. Data-Need Fit, ServDes, May 2016
Causation Effectuation
„Take a set of means as given and
focus on selecting between possible
effects than can be created.“
„Take a particular effect as given and
focus on selecting between means to
create that effect.“
(Sarasvathy 2001, 245)

12. Data-Need Fit, ServDes, May 2016
Effectual approach to data-driven business model innovation

13. Data-Need Fit, ServDes, May 2016
Tools for data-driven business model innovation

14. Data-Need Fit, ServDes, May 2016
Stakeholder map – ExCELL project

15. Data-Need Fit, ServDes, May 2016
Tools for data-driven business model innovation
?

16. Data-Need Fit, ServDes, May 2016
Development of a Data Canvas

17. Data-Need Fit, ServDes, May 2016
Development of a Data Canvas
Label
#Topic
€ § R
InternalExternal
ContinuousRotational
Origin
Update frequency

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Data Canvas – ExCELL project

19. Data-Need Fit, ServDes, May 2016
Customer choice

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Customer profile from interviews – ExCELL project

21. Data-Need Fit, ServDes, May 2016
Value proposition from available data

22. Data-Need Fit, ServDes, May 2016
Value map with data – ExCELL project

23. Data-Need Fit, ServDes, May 2016
Service lens
Service-dominant logic Jobs-to-be done
“when customers find that they
need to get a job done, they ‘hire’
products or services to do the
job”
+
Service, „the application of
specialized skills(s) and
knowledge is the fundamental
unit of exchange.“
Christensen et al. 2007, 38.Vargo & Lusch 2008, 7.
Value creation as helping customers get one or more jobs done
„Value-in-achievement“

24. Data-Need Fit, ServDes, May 2016
Data-Need Fit
Data-Need Fit

25. Data-Need Fit, ServDes, May 2016
Data-Need Fit – ExCELL project

26. Data-Need Fit, ServDes, May 2016
Embedding value proposition in business model

27. Data-Need Fit, ServDes, May 2016
Four types of fit
Data-Need
Fit
Business
Model
Fit
Product-Market
Fit
Problem-Solution
Fit
adapted from Osterwalder et al. 2014

28. Data-Need Fit, ServDes, May 2016
Data-driven business model innovation process
Fit
Tools
Lean
Startup
adapted from Osterwalder et al. 2014, 242 - 243
✔
Data-
need
fit
Problem-
solution
fit
Customer
discovery
✔
Product-
market
fit
Customer
validation
✔ ✔
Business-
model
fit
Customer
creation
Company
building

29. Data-Need Fit, ServDes, May 2016Image: © fotozick – fotolia.com

30. Data-Need Fit, ServDes, May 2016
Download
Download under Creative Commons
www.katrin-mathis.de/en/data-canvas

31. Data-Need Fit, ServDes, May 2016
Further evaluation
Currently applied in elective course
„Big Data: Development of Smart Business Models“ in
MA in Business Innovation at University of St. Gallen
with Prof. Dr. Ivo Blohm
Public and in-house Big Data Innovation workshops
for organizations
Feedback welcome :-)
Outlook
ExCELL project
Served as initial input
for implementation of
mobility services
Field test of an
appointment app for
craftsmen
ExCELL mobility stack

32. Data-Need Fit, ServDes, May 2016
!?

33. Katrin Mathis
Gerberau 2
D-79098 Freiburg
T +49 761 42 99 09 82
info@katrin-mathis.de
www.katrin-mathis.de