The Milky Way Master Class. From Business Geography and Complexity to an intergrated shared knowledge of the External, Product and Internal Eco Systems and futher on to Module Development, do more with less. What you see, is what you get & What you get, is what you act on!

1. The Milky Way
Design & Understand your business using
business geography
Annika Klyver, IRM
September 7th 2017
Intersection X17
Barcelona
What you see, is what you get

4. 2012…
… the enterprise & business
architecturce WoW is not working…
Something needs to be done

5. Too slow…
Too complex...
Too fragmented…
Not relevant…
Mindset ”Business vs IT”…
Too top down…with no power
For the experts only…
Agile, UX, customers, products ?!?!?!

6. From where are
we coming?….
In what direction are we going?
Frameworks &
Deliveribles
Sensemaking
learning &
co-creation
From As-Is
to To-Be Our alternatives –
Scenarios
Traceability
Support & develope
the product life cycle &
the value flow

7. Let’s meet in
Barcelona at the
Intersection
Conference!

9. A new base
…business geography…
… business capabilities &
maps…
…sensemaking, learning &
exploring…

10. Find the value flow…

11. Find the heartbeat…

12. Define the parts

13. A Business Capability definition
“A business capability is a well
defined, coherent and autonomous
component of the business and the
business architecture.
It is a composite of processes,
information, competences,
business rules, IT systems, and
more...”
IASA Sweden

14. The Milky Way - a map based on business geography
Strategic Planning
Education Planning
& Contracting
Education
Program Creation
& Pricing
Commercial & Yield
Management
Sales & Distribution
Education Delivery
Follow Up &
Finances

17. Source&
Productify
Marketing & Sales
Strategic Planning
& Development

19. https://youtu.be/UB2iYzKeej8

21. ”Documentation” turned into Stories & Guides

22. Use the maps & add
information & views
… in a constant dialouge with
”everybody”…

23. 18271
Heatmaps

24. 18271
…add the change portfolio perspective
Storprojektet
Storprojektet
E-dok
HR+
proj
Kalkylprojektet
Nya
Kund-
systemet
Webbinfo
projektet
Lager
projektetCRM 2.0
Kanal
proj
SFF
SRT
DRS
Kurslev
2.0
Nytt ek
systemNytt ek
system
Lager ek
proj

25. The Milky Way & the Project portfolio
Marknadsföring
Fakturera
Ekonomiuppföljning
HR, lön och bemanning
Genomföra transporter
2015-10-08
Ragnsell PA3
Annika Klyver
Avsättning
Ta emot Leverantörs-
fakturor
TelefoniKundportalen
Ruttplanering Förbereda transporter
Insamling
Bearbetning
Deponi Avsätta
Avräknings-
sammanställning
Fakturaunderlag
Kundfeedback
Strategisk produkt och
tjänsteutveckling
Strategisk planering
Produkt- o
tjänsteutveckling
Partnerskap
Avtalshantering
OrderhanteringRåvarulogistiks-
planering
Produktions-
planering
Ruttoptimering
Ellemospilot
Citylogistik
XXX
Prisprojekt
Intäktsbokning
New ERP
Spårbarhet
ABP

26. Budgets & Spend
The darker the larger % of total spend
Maintenance Areas
Sales & Distribution 26%
Commercial & Yield 24%
Product Planning 13%
Shared Capabilities 10%
Product Packaging 9%
Customer 8%
Finance & Follow Up 5%
Delivery 5%
24%
26% of tot. maint
9%
13%
5%
5%
8%
>
25%
25 -
20%
10 -
5 %
15 -
10%
< 5%
20 -
15 %

27. The Milky Way & areas of responsibilities

28. Organisation
Marketing
Product Development &
Sourcing
Pricing Team Sales
Finance &
Follow Up
Customer
Service
Class
Delivery
Social Media
Team
Strategi development
& Planning

29. Strategic Business Owner
/Capability Owner
Current State
of the
Business
Capability
Ongoing &
Planned
Changes &
Wanted State

30. Customers - the
most important
focus …
… but there is more to it…
…the suppliers & other partners

31. Inspire, search & book classes
Prepare
At school
Customer Journey

32. Customer Journey & the Business Capabilities
Inspiration,
search &
book class
Prepare
Use &
develpe
my skills
further
In class
-Get inspired
-Make Broard search
-Find offers
-Find Product
-Make a booking
-Make Payment
- Go to the school
- Find Class Info,
- Research things to read
- Find Exercises
- Buy Books
- Recheck class details
- Search for things to read
- Book things to hand in
- Study
- Complain/Praise
- Share on Social Media
- Evaluate education
- Follow up claims
- Share experience
- Student/Teacher Community – User Community?
- Add on classes online

33. 18254

34. Innovate & Contract
Prepare
the class
Evalute &
Invoice
Give classes
Sell
Supplier Journey

35. How well is our interaction with Customers, Suppliers
& other parties working?

36. Products &
Services…
… business capabilities, value
flows, business models, product
& service portfolios
…how are they connected?

37. © IRM AB All rights reserved
Business Owner
Project Specific Milky
Way:
- Business context
for Excursions
- Valueflow for
Excursions
- Business
capabilities
involved
- Business Problems
The Milky way & Excursion business owner
18515

38. © IRM AB All rights reserved
Product Planning
SOURCING
PRODUCTIFY
CONTENT
INVENTORY
XX
INVENTORY
FIND/
BOOK
LOAD
INVENTORY
LOCAL
BOOK X
Project Specific Milky
Way:
- Interview with
ProductOwner
- Interview with
Teams
- Business Scenarios
- Create a shared
view
- Solution
Alternatives
- Business Case
The Milky way & Excursion process Stakeholders
18516

39. © IRM AB All rights reserved
Product Planning
SOURCING
PRODUCTIFY
CONTENT
INVENTORY
XX
INVEN-
TORY
FIND/
BOOK
LOAD
INVENTORY
LOCAL
BOOK
Coordinator
Project Specific Milky
Way:
- Solution review
meeting
- Coordination
- Architecuter by
walking around
The Milky way & Event project development
18517

40. Milky Way: 2014 focused on areas to improve 2015 on value flow to improve

41. The products & services are flowing through the Milky Way

42. How well can we deliver a new class?
Status for the new class
”Vegetarian Cooking”

43. 18271
The Product/Service delivery is enabled by the Business Capabilities
Strategic Product Owner

44. Product Lifecycle

45. Strategic Product Owner
Current State
of the
Product/
Service
Ongoing & Planned
Changes & Wanted
State for the
Product/
Service

46. Combine outside &
inside
…customer perspective,
product development,
supplier interactions & the
internal

47. © IRM AB All rights reserved
Jeanne Ross – Digital Disruption
https://www.youtube.com/watch?v=7ao8_KE8_bM

48. What is in play?
”Designing Digital
Organisations” MIT 2016
The internal business
capabilities & their interaction
Customer
Journeys
Supplier
Journeys
The Network
around us
Products & Services
Product & Service
Portfolios
Product Eco System
Internal Eco System
External
Eco System

49. 18271
The interplay between
the value streams,
the products and the
internal capabilities
Strategic Business Owners
Strategic Product Owner

50. What about time…
…current situation,
ongoing & planned
changes
…& the bright future

51. When are we? The Enterprise inertia…
Backlogs
Planned o ”packed”
change
Ongoing Change
Vision & GoalsGapCurrent State
Innovation

52. Go from Idea to Reality faster…
Backlogs
Planned o ”packed”
change
Ongoing Change
Vision & GoalsGapCurrent State
Innovation

53. How do
we get
started?
1 Create a good
enough map and
add the change
portfolio to it
2 Translate the
strategic
direction and the
most important
challenges in to
your Milky Way
3 Use the shared maps, insights and directions as a base
for analysis, discussions, prioritizations and decisions.
Backlogs
Planned o ”packed”
change
Ongoing Change
Vision & GoalsGapCurrent State
Innovation
Iterate as fast as
you can…

54. https://www.youtube.com/watch?v=1mUDw0sRZV0
Paper town – the first 3,5 min

55. What you see,
is what you
get…

56. 56
We are sensing
something new,
something very
interesting…

57. The balance between capabilities,
products, value flows and the
customers expectations…
What is in play? What is important?
Modules, components – could that be useful?
Use as few parts as possible to create as many combinations as possible…
New book – ”Double your effectivness – the art of getting a lot to become
more by using less”
(”Dubbelt effektiv - Konsten att få mycket att bli mer genom att använda mindre”)

58. The pressure from the customers..
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Product
Customized
OfferCustomized
Offer
Customized
OfferCustomized
Offer
Customized
Offer Customized
Offer
Product Product Product ProductProduct
Product Product Product Product ProductProduct
Product Product Product Product ProductProduct
Product Product Product Product ProductProduct
Product Product Product Product ProductProduct
Product Product Product Product ProductProduct
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
…forces us
to develop
new products

59. A balance between internal and external effectiveness
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Module
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Module Module Module ModuleModule
M1
C23
41
M1
C23
41
M1
C23
41
…can enable us
to use what we
have to configure
the customized
offers
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
OfferCustomized
Offer
Customized
OfferCustomized
Offer
Customized
Offer Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer
Customized
Offer

60. Referens: Dubbelt Effektiv, Martin Sköld
Double Efficiency
External Efficient
Internal Efficent
HighLow
High
Low
Value for our customers
Value for us
High
Variation
High
Volumes
Modules
High
Volume
High
Variation

61. A shift from Product Development…
Modules
Customized
Offers
Out
In
Out
In
Products
Customized
Offers
…to Module
Development and
Product Configuration
Referens: Dubbelt Effektiv, Martin Sköld
It is based on a configuration
logic, modules with clearly
defined interfaces that can be
combined in a number of ways
to create customized offers.

62. What is in play
in the very core?
Interfaces & Interface Owners
Modules & Module Owners
Configuraton Rules
What you see, is what you get...

63. …but it is not new at all when you think of it

64. Our maps of the world got more and more accurate
over time…
…and they were valuable in all stages

65. © IRM AB All rights reserved

66. The Milky Way
What you see, is what you get
What you get, is what you act on

67. Thank you! Questions? Contact?
Annika Klyver
Business Architect,
senior consultat
+46 722 12 11 49
annika.klyver@irm.se
www.irm.se