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Module - Business Model Generation

This document provides an introduction to business model design using the Business Model Canvas framework. It defines what a business model is, outlines several business model frameworks, and describes the nine building blocks of the Business Model Canvas - customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. The document will be used in a course to analyze existing business models and develop new ones using real-world case studies for each building block.

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[Insert your logo here] 1
INTRODUCTION TO BUSINESS MODEL DESIGN Module: Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
3 [Insert your logo here] Do we really understand why some organisations are more successful than others? How did Apple become such a high valued company? Why is Microsoft still the market leader in operating systems if Apple products and their software are better? How is it possible that some start-ups can disrupt entire industries while the market leaders cannot do anything against it? Just some of the question we should know an answer for …
4 [Insert your logo here] In this course you will gain knowledge about social entrepreneurship and social entrepreneurs By the end of this session you should be able: • to define what a business model is and define its importance in today’s business environment • to name each building block of the Business Model Canvas and describe different characterisations each building block can have • to analyse existing and develop new business models using the Business Model Canvas, if sufficient information on the context of the business is available This is a very hands on course! Each lecture we will take one of the 9 building blocks of the most used business model framework and use 2 cases to explore the building block in detail. Applying your learnings from the previous weeks, you will analyse 2 additional cases at the end of the course from A to Z.
5 [Insert your logo here] Table of Contents • DEFINITION of the business model term1 • Business model FRAMEWORKS2 • The BUSINESS MODEL CANVAS3
6 [Insert your logo here] A business model is defined as the rationale of how an organization creates and delivers value to its customers and captures value in return Defining the term business model
7 [Insert your logo here] Overview of business model frameworks (1/2) Source Components # Horowitz (1996) Price, product, distribution, organizational characteristics, and technology 5 Viscio and Pasternak (1996) Global core, governance, business units, services, and linkages 5 Timmers (1998) Product/service/information flow architecture, business actors and roles, actor benefits, revenue sources, and marketing strategy 5 Markides (1999) Product innovation, customer relationship, infrastructure management, and financial aspects 4 Donath (1999) Customer understanding, marketing tactics, corporate governance, and intranet/extranet capabilities 5 Chesbrough and Rosenbaum (2000) Value proposition, target markets, internal value chain structure, cost structure and profit model, value network, and competitive strategy 6 Gordijn et al. (2001) Actors, market segments, value offering, value activity, stakeholder network, value interfaces, value ports, and value exchanges 8 Linder and Cantrell (2001) Pricing model, revenue model, channel model, commerce process model, Internet- enabled commerce relationship, organizational form, and value proposition 8 Petrovic et al. (2001) Value model, resource model, production model, customer relations model, revenue model, capital model, and market model 7
8 [Insert your logo here] Overview of business model frameworks (2/2) Source Components # Horowitz (1996) Price, product, distribution, organizational characteristics, and technology 5 Viscio and Pasternak (1996) Global core, governance, business units, services, and linkages 5 Timmers (1998) Product/service/information flow architecture, business actors and roles, actor benefits, revenue sources, and marketing strategy 5 Markides (1999) Product innovation, customer relationship, infrastructure management, and financial aspects 4 Donath (1999) Customer understanding, marketing tactics, corporate governance, and intranet/extranet capabilities 5 Chesbrough and Rosenbaum (2000) Value proposition, target markets, internal value chain structure, cost structure and profit model, value network, and competitive strategy 6 Gordijn et al. (2001) Actors, market segments, value offering, value activity, stakeholder network, value interfaces, value ports, and value exchanges 8 Linder and Cantrell (2001) Pricing model, revenue model, channel model, commerce process model, Internet- enabled commerce relationship, organizational form, and value proposition 8 Petrovic et al. (2001) Value model, resource model, production model, customer relations model, revenue model, capital model, and market model 7
9 [Insert your logo here] Discussion question: Which elements of the frameworks do you think are key?
10 [Insert your logo here] The Business Model Canvas (BMC) The BMC contains 9 building blocks
11 [Insert your logo here] The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
12 [Insert your logo here] The Business Model Canvas (BMC):An example
13 [Insert your logo here] Discussion question: Which components of other business model frameworks are missing in the BMC?
14 [Insert your logo here] The next weeks Each week we will explore the 9 building blocks of the business model canvas one after another. We will do so, by discussing two companies and what. Your job is it to conduct EXTENSIVE research on both companies so that we can start analysing them in the next session
[Insert your logo here] 15 THANK YOU FOR YOUR ATTENTION
BMC01 – CUSTOMER SEGMENTS Module: Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
17 [Insert your logo here] A short reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
18 [Insert your logo here] The Business Model Canvas (BMC) This is what we talk about today
19 [Insert your logo here] Customer segments Key Questions: • For whom are we creating value? • Who are our most important customers? Potential characteristics • Mass Market • Niche Market • Segmented • Diversified • Multi-sided Platform
20 [Insert your logo here] Task: find at least three examples for each of the potential characteristics outlined on the previous slide
21 [Insert your logo here] Lets take a closer look! Describe in detail the customer segments of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
22 [Insert your logo here] Question: Which problems did you have when characterising the customer segments?
23 [Insert your logo here] Reminder Do not forget to make a picture of your work (you will need it in the next sessions)
[Insert your logo here] 24 THANK YOU FOR YOUR ATTENTION
BMC02 – VALUE PROPOSITION Module: Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
26 [Insert your logo here] A short reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
27 [Insert your logo here] The Business Model Canvas (BMC) This is what we talk about today
28 [Insert your logo here] Value proposition Key questions: • What value do we deliver to the customer? • Which one of our customer’s problems are we helping to solve? • What bundles of products and services are we offering to each Customer Segment? • Which customer needs are we satisfying? Potential characteristics • Newness • Performance • Customization • “Getting the Job Done” • Design • Brand/Status • Price • Cost Reduction • Risk Reduction • Accessibility • Convenience /Usability
29 [Insert your logo here] Task: find at least one example for each of the potential characteristics outlined on the previous slide
30 [Insert your logo here] Lets take a closer look! Describe in detail the value proposition of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
31 [Insert your logo here] Question: Which problems did you have when characterising the value propositions?
32 [Insert your logo here] Reminder Do not forget to make a picture of your work (you will need it in the next sessions)
[Insert your logo here] 33 THANK YOU FOR YOUR ATTENTION
BMC03 – CHANNELS Module: Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
35 [Insert your logo here] A short reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
36 [Insert your logo here] The Business Model Canvas (BMC) This is what we talk about today
37 [Insert your logo here] Channels Key questions: • Through which Channels do our Customer Segments want to be reached? • How are we reaching them now? • How are our Channels integrated? • Which ones work best? • Which ones are most cost-efficient? • How are we integrating them with customer routines?
38 [Insert your logo here] Channels Channel phases: • Awareness - How do we raise awareness about our company’s products and services? • Evaluation - How do we help customers evaluate our organization’s Value Proposition? • Purchase - How do we allow customers to purchase specific products and services? • Delivery - How do we deliver a Value Proposition to customers? • After sales - How do we provide post-purchase customer support?
39 [Insert your logo here] Lets take a closer look! Describe in detail the channels used by of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
40 [Insert your logo here] Question: Which problems did you have when characterising the value propositions?
41 [Insert your logo here] Reminder Do not forget to make a picture of your work (you will need it in the next sessions)
[Insert your logo here] 42 THANK YOU FOR YOUR ATTENTION
BMC04 – CUSTOMER RELATIONSHIPS Module: Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
44 [Insert your logo here] A short reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
45 [Insert your logo here] The Business Model Canvas (BMC) This is what we talk about today
46 [Insert your logo here] Customer relationships Key questions • What type of relationship does each of our Customer • Segments expect us to establish and maintain with them? • Which ones have we established? • How are they integrated with the rest of our business model? • How costly are they? Examples • Personal assistance • Dedicated Personal Assistance • Self-Service • Automated Services • Communities • Co-creation
47 [Insert your logo here] Task: find at least two examples for each of the potential characteristics outlined on the previous slide
48 [Insert your logo here] Lets take a closer look! Describe in detail the customer relationships of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
49 [Insert your logo here] Question: Which problems did you have when characterising the customer relationships?
50 [Insert your logo here] Reminder Do not forget to make a picture of your work (you will need it in the next sessions)
[Insert your logo here] 51 THANK YOU FOR YOUR ATTENTION
BMC05 – REVENUE STREAMS Module: Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
53 [Insert your logo here] A short reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
54 [Insert your logo here] The Business Model Canvas (BMC) This is what we talk about today
55 [Insert your logo here] Customer relationships Key questions • For what value are our customers really willing to pay? • For what do they currently pay? • How are they currently paying? • How would they prefer to pay? • How much does each Revenue Stream contribute to overall revenues? Types: • Asset sale • Usage fee • Subscription Fees • Lending/Renting/Leasing • Licensing • Brokerage fees • Advertising
56 [Insert your logo here] Customer relationships Fixed pricing • List Price • Product feature dependent • Customer segment dependent • Volume dependent Dynamic pricing • Negotiation( bargaining) • Yield Management • Real-time-Market
57 [Insert your logo here] Lets take a closer look! Describe in detail the revenue streams of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
58 [Insert your logo here] Question: Which problems did you have when characterising the revenue streams?
59 [Insert your logo here] Reminder Do not forget to make a picture of your work (you will need it in the next sessions)
[Insert your logo here] 60 THANK YOU FOR YOUR ATTENTION
BMC06 – KEY RESOURCES Module: Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
62 [Insert your logo here] A short reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
63 [Insert your logo here] The Business Model Canvas (BMC) This is what we talk about today
64 [Insert your logo here] Key resources Key questions • What Key Resources do our Value Propositions require? • Our Distribution Channels? Customer Relationships? • Revenue Streams? Types of resources • Physical • Intellectual (brand patents, copyrights, data) • Human • Financial
65 [Insert your logo here] Task: find at least two examples for companies which are primary depending on each of the resource types
66 [Insert your logo here] Lets take a closer look! Describe in detail the key resources of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
67 [Insert your logo here] Question: Which problems did you have when characterising the key resources?
68 [Insert your logo here] Reminder Do not forget to make a picture of your work (you will need it in the next sessions)
[Insert your logo here] 69 THANK YOU FOR YOUR ATTENTION
BMC07 – KEY ACTIVITIES Module: Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
71 [Insert your logo here] A short reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
72 [Insert your logo here] The Business Model Canvas (BMC) This is what we talk about today
73 [Insert your logo here] Customer relationships Key questions • What Key Activities do our Value Propositions require? • Our Distribution Channels? • Customer Relationships? • Revenue streams? Categories • Production • Problem Solving • Platform/Network
74 [Insert your logo here] Task: find at least three examples for each of the categories outlined on the previous slide
75 [Insert your logo here] Lets take a closer look! Describe in detail the key activities of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
76 [Insert your logo here] Question: Which problems did you have when characterising the key activitites?
77 [Insert your logo here] Reminder Do not forget to make a picture of your work (you will need it in the next sessions)
[Insert your logo here] 78 THANK YOU FOR YOUR ATTENTION
BMC08 – KEY PARTNERSHIPS Module: Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
80 [Insert your logo here] A short reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
81 [Insert your logo here] The Business Model Canvas (BMC) This is what we talk about today
82 [Insert your logo here] Customer relationships Key questions • Who are our Key Partners? • Who are our key suppliers? • Which Key Resources are we acquiring from partners? • Which Key Activities do partners perform? Motivations for partnerships: • Optimization and economy • Reduction of risk and uncertainty • Acquisition of particular resources and activities
83 [Insert your logo here] Task: find at least three examples of companies representing each partnering motivation
84 [Insert your logo here] Lets take a closer look! Describe in detail the key partnerships of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
85 [Insert your logo here] Question: Which problems did you have when characterising the key partners?
86 [Insert your logo here] Reminder Do not forget to make a picture of your work (you will need it in the next sessions)
[Insert your logo here] 87 THANK YOU FOR YOUR ATTENTION
BMC09 – COST STRUCTURE Module: Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
89 [Insert your logo here] A short reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
90 [Insert your logo here] The Business Model Canvas (BMC) This is what we talk about today
91 [Insert your logo here] Customer relationships Key questions • What are the most important costs inherent in our business model? • Which Key Resources are most expensive? • Which Key Activities are most expensive? Is your business more: • Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing) • Value Driven (focused on value creation, premium value proposition) Sample characteristics: • Fixed Costs (salaries, rents, utilities) • Variable costs • Economies of scale • Economies of scope
92 [Insert your logo here] Task: find at least three examples for cost and value-driven companies, and one where it changed
93 [Insert your logo here] Lets take a closer look! Describe in detail the cost structure of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
94 [Insert your logo here] Question: Which problems did you have when characterising the key partners?
95 [Insert your logo here] Reminder Do not forget to make a picture of your work (you will need it in the next sessions)
[Insert your logo here] 96 THANK YOU FOR YOUR ATTENTION
BUSINESS MODEL CASES Module: Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
98 [Insert your logo here] The bigger picture Having separately analyse each component of Google’s and Walt Disney’s business model, it is time to look at the bigger picture.
99 [Insert your logo here] The bigger picture It is now your task to analyse the business model as a whole and develop new business model which Google resp. Walt Disney could implement in the future.
10 0 [Insert your logo here] The bigger picture To do so, split in groups and hang the business model canvas on the wall (including all your results from the previous sessions) and develop different scenarios for future business models.
10 1 [Insert your logo here] The bigger picture Evaluate each scenario and present your results later in front of the other groups (there you also have to detail which criteria you used to evaluate the.
[Insert your logo here] 10 2 THANK YOU FOR YOUR ATTENTION
BUSINESS MODEL CASE II – OWN IDEA Module: Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
10 4 [Insert your logo here] From existing to new ideas In the past weeks you have learned how to analyse existing business models. Now it is time to develop one from the scratch.
10 5 [Insert your logo here] Your task Build groups and select one idea which has not yet been implemented. This can either be an idea you have yourself or you might take one from the internet (e.g. you can look for innovative ideas at crowdfunding platform).
10 6 [Insert your logo here] Your task Put the business model canvas on the wall and get started. Be prepared to present your results to the other groups. ENJOY!
[Insert your logo here] 10 7 THANK YOU FOR YOUR ATTENTION

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Module - Business Model Generation

  • 1.
  • 2.
    INTRODUCTION TO BUSINESS MODEL DESIGN Module:Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
  • 3.
    3 [Insert your logo here] Dowe really understand why some organisations are more successful than others? How did Apple become such a high valued company? Why is Microsoft still the market leader in operating systems if Apple products and their software are better? How is it possible that some start-ups can disrupt entire industries while the market leaders cannot do anything against it? Just some of the question we should know an answer for …
  • 4.
    4 [Insert your logo here] Inthis course you will gain knowledge about social entrepreneurship and social entrepreneurs By the end of this session you should be able: • to define what a business model is and define its importance in today’s business environment • to name each building block of the Business Model Canvas and describe different characterisations each building block can have • to analyse existing and develop new business models using the Business Model Canvas, if sufficient information on the context of the business is available This is a very hands on course! Each lecture we will take one of the 9 building blocks of the most used business model framework and use 2 cases to explore the building block in detail. Applying your learnings from the previous weeks, you will analyse 2 additional cases at the end of the course from A to Z.
  • 5.
    5 [Insert your logo here] Tableof Contents • DEFINITION of the business model term1 • Business model FRAMEWORKS2 • The BUSINESS MODEL CANVAS3
  • 6.
    6 [Insert your logo here] Abusiness model is defined as the rationale of how an organization creates and delivers value to its customers and captures value in return Defining the term business model
  • 7.
    7 [Insert your logo here] Overviewof business model frameworks (1/2) Source Components # Horowitz (1996) Price, product, distribution, organizational characteristics, and technology 5 Viscio and Pasternak (1996) Global core, governance, business units, services, and linkages 5 Timmers (1998) Product/service/information flow architecture, business actors and roles, actor benefits, revenue sources, and marketing strategy 5 Markides (1999) Product innovation, customer relationship, infrastructure management, and financial aspects 4 Donath (1999) Customer understanding, marketing tactics, corporate governance, and intranet/extranet capabilities 5 Chesbrough and Rosenbaum (2000) Value proposition, target markets, internal value chain structure, cost structure and profit model, value network, and competitive strategy 6 Gordijn et al. (2001) Actors, market segments, value offering, value activity, stakeholder network, value interfaces, value ports, and value exchanges 8 Linder and Cantrell (2001) Pricing model, revenue model, channel model, commerce process model, Internet- enabled commerce relationship, organizational form, and value proposition 8 Petrovic et al. (2001) Value model, resource model, production model, customer relations model, revenue model, capital model, and market model 7
  • 8.
    8 [Insert your logo here] Overviewof business model frameworks (2/2) Source Components # Horowitz (1996) Price, product, distribution, organizational characteristics, and technology 5 Viscio and Pasternak (1996) Global core, governance, business units, services, and linkages 5 Timmers (1998) Product/service/information flow architecture, business actors and roles, actor benefits, revenue sources, and marketing strategy 5 Markides (1999) Product innovation, customer relationship, infrastructure management, and financial aspects 4 Donath (1999) Customer understanding, marketing tactics, corporate governance, and intranet/extranet capabilities 5 Chesbrough and Rosenbaum (2000) Value proposition, target markets, internal value chain structure, cost structure and profit model, value network, and competitive strategy 6 Gordijn et al. (2001) Actors, market segments, value offering, value activity, stakeholder network, value interfaces, value ports, and value exchanges 8 Linder and Cantrell (2001) Pricing model, revenue model, channel model, commerce process model, Internet- enabled commerce relationship, organizational form, and value proposition 8 Petrovic et al. (2001) Value model, resource model, production model, customer relations model, revenue model, capital model, and market model 7
  • 9.
    9 [Insert your logo here] Discussionquestion: Which elements of the frameworks do you think are key?
  • 10.
    10 [Insert your logo here] TheBusiness Model Canvas (BMC) The BMC contains 9 building blocks
  • 11.
    11 [Insert your logo here] TheBusiness Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
  • 12.
    12 [Insert your logo here] TheBusiness Model Canvas (BMC):An example
  • 13.
    13 [Insert your logo here] Discussionquestion: Which components of other business model frameworks are missing in the BMC?
  • 14.
    14 [Insert your logo here] Thenext weeks Each week we will explore the 9 building blocks of the business model canvas one after another. We will do so, by discussing two companies and what. Your job is it to conduct EXTENSIVE research on both companies so that we can start analysing them in the next session
  • 15.
    [Insert your logo here] 15 THANKYOU FOR YOUR ATTENTION
  • 16.
    BMC01 – CUSTOMER SEGMENTS Module:Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
  • 17.
    17 [Insert your logo here] Ashort reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
  • 18.
    18 [Insert your logo here] TheBusiness Model Canvas (BMC) This is what we talk about today
  • 19.
    19 [Insert your logo here] Customersegments Key Questions: • For whom are we creating value? • Who are our most important customers? Potential characteristics • Mass Market • Niche Market • Segmented • Diversified • Multi-sided Platform
  • 20.
    20 [Insert your logo here] Task:find at least three examples for each of the potential characteristics outlined on the previous slide
  • 21.
    21 [Insert your logo here] Letstake a closer look! Describe in detail the customer segments of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
  • 22.
    22 [Insert your logo here] Question:Which problems did you have when characterising the customer segments?
  • 23.
    23 [Insert your logo here] Reminder Donot forget to make a picture of your work (you will need it in the next sessions)
  • 24.
    [Insert your logo here] 24 THANKYOU FOR YOUR ATTENTION
  • 25.
    BMC02 – VALUE PROPOSITION Module:Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
  • 26.
    26 [Insert your logo here] Ashort reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
  • 27.
    27 [Insert your logo here] TheBusiness Model Canvas (BMC) This is what we talk about today
  • 28.
    28 [Insert your logo here] Valueproposition Key questions: • What value do we deliver to the customer? • Which one of our customer’s problems are we helping to solve? • What bundles of products and services are we offering to each Customer Segment? • Which customer needs are we satisfying? Potential characteristics • Newness • Performance • Customization • “Getting the Job Done” • Design • Brand/Status • Price • Cost Reduction • Risk Reduction • Accessibility • Convenience /Usability
  • 29.
    29 [Insert your logo here] Task:find at least one example for each of the potential characteristics outlined on the previous slide
  • 30.
    30 [Insert your logo here] Letstake a closer look! Describe in detail the value proposition of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
  • 31.
    31 [Insert your logo here] Question:Which problems did you have when characterising the value propositions?
  • 32.
    32 [Insert your logo here] Reminder Donot forget to make a picture of your work (you will need it in the next sessions)
  • 33.
    [Insert your logo here] 33 THANKYOU FOR YOUR ATTENTION
  • 34.
    BMC03 – CHANNELS Module:Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
  • 35.
    35 [Insert your logo here] Ashort reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
  • 36.
    36 [Insert your logo here] TheBusiness Model Canvas (BMC) This is what we talk about today
  • 37.
    37 [Insert your logo here] Channels Keyquestions: • Through which Channels do our Customer Segments want to be reached? • How are we reaching them now? • How are our Channels integrated? • Which ones work best? • Which ones are most cost-efficient? • How are we integrating them with customer routines?
  • 38.
    38 [Insert your logo here] Channels Channelphases: • Awareness - How do we raise awareness about our company’s products and services? • Evaluation - How do we help customers evaluate our organization’s Value Proposition? • Purchase - How do we allow customers to purchase specific products and services? • Delivery - How do we deliver a Value Proposition to customers? • After sales - How do we provide post-purchase customer support?
  • 39.
    39 [Insert your logo here] Letstake a closer look! Describe in detail the channels used by of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
  • 40.
    40 [Insert your logo here] Question:Which problems did you have when characterising the value propositions?
  • 41.
    41 [Insert your logo here] Reminder Donot forget to make a picture of your work (you will need it in the next sessions)
  • 42.
    [Insert your logo here] 42 THANKYOU FOR YOUR ATTENTION
  • 43.
    BMC04 – CUSTOMER RELATIONSHIPS Module:Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
  • 44.
    44 [Insert your logo here] Ashort reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
  • 45.
    45 [Insert your logo here] TheBusiness Model Canvas (BMC) This is what we talk about today
  • 46.
    46 [Insert your logo here] Customerrelationships Key questions • What type of relationship does each of our Customer • Segments expect us to establish and maintain with them? • Which ones have we established? • How are they integrated with the rest of our business model? • How costly are they? Examples • Personal assistance • Dedicated Personal Assistance • Self-Service • Automated Services • Communities • Co-creation
  • 47.
    47 [Insert your logo here] Task:find at least two examples for each of the potential characteristics outlined on the previous slide
  • 48.
    48 [Insert your logo here] Letstake a closer look! Describe in detail the customer relationships of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
  • 49.
    49 [Insert your logo here] Question:Which problems did you have when characterising the customer relationships?
  • 50.
    50 [Insert your logo here] Reminder Donot forget to make a picture of your work (you will need it in the next sessions)
  • 51.
    [Insert your logo here] 51 THANKYOU FOR YOUR ATTENTION
  • 52.
    BMC05 – REVENUE STREAMS Module:Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
  • 53.
    53 [Insert your logo here] Ashort reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
  • 54.
    54 [Insert your logo here] TheBusiness Model Canvas (BMC) This is what we talk about today
  • 55.
    55 [Insert your logo here] Customerrelationships Key questions • For what value are our customers really willing to pay? • For what do they currently pay? • How are they currently paying? • How would they prefer to pay? • How much does each Revenue Stream contribute to overall revenues? Types: • Asset sale • Usage fee • Subscription Fees • Lending/Renting/Leasing • Licensing • Brokerage fees • Advertising
  • 56.
    56 [Insert your logo here] Customerrelationships Fixed pricing • List Price • Product feature dependent • Customer segment dependent • Volume dependent Dynamic pricing • Negotiation( bargaining) • Yield Management • Real-time-Market
  • 57.
    57 [Insert your logo here] Letstake a closer look! Describe in detail the revenue streams of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
  • 58.
    58 [Insert your logo here] Question:Which problems did you have when characterising the revenue streams?
  • 59.
    59 [Insert your logo here] Reminder Donot forget to make a picture of your work (you will need it in the next sessions)
  • 60.
    [Insert your logo here] 60 THANKYOU FOR YOUR ATTENTION
  • 61.
    BMC06 – KEY RESOURCES Module:Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
  • 62.
    62 [Insert your logo here] Ashort reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
  • 63.
    63 [Insert your logo here] TheBusiness Model Canvas (BMC) This is what we talk about today
  • 64.
    64 [Insert your logo here] Keyresources Key questions • What Key Resources do our Value Propositions require? • Our Distribution Channels? Customer Relationships? • Revenue Streams? Types of resources • Physical • Intellectual (brand patents, copyrights, data) • Human • Financial
  • 65.
    65 [Insert your logo here] Task:find at least two examples for companies which are primary depending on each of the resource types
  • 66.
    66 [Insert your logo here] Letstake a closer look! Describe in detail the key resources of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
  • 67.
    67 [Insert your logo here] Question:Which problems did you have when characterising the key resources?
  • 68.
    68 [Insert your logo here] Reminder Donot forget to make a picture of your work (you will need it in the next sessions)
  • 69.
    [Insert your logo here] 69 THANKYOU FOR YOUR ATTENTION
  • 70.
    BMC07 – KEY ACTIVITIES Module:Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
  • 71.
    71 [Insert your logo here] Ashort reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
  • 72.
    72 [Insert your logo here] TheBusiness Model Canvas (BMC) This is what we talk about today
  • 73.
    73 [Insert your logo here] Customerrelationships Key questions • What Key Activities do our Value Propositions require? • Our Distribution Channels? • Customer Relationships? • Revenue streams? Categories • Production • Problem Solving • Platform/Network
  • 74.
    74 [Insert your logo here] Task:find at least three examples for each of the categories outlined on the previous slide
  • 75.
    75 [Insert your logo here] Letstake a closer look! Describe in detail the key activities of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
  • 76.
    76 [Insert your logo here] Question:Which problems did you have when characterising the key activitites?
  • 77.
    77 [Insert your logo here] Reminder Donot forget to make a picture of your work (you will need it in the next sessions)
  • 78.
    [Insert your logo here] 78 THANKYOU FOR YOUR ATTENTION
  • 79.
    BMC08 – KEY PARTNERSHIPS Module:Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
  • 80.
    80 [Insert your logo here] Ashort reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
  • 81.
    81 [Insert your logo here] TheBusiness Model Canvas (BMC) This is what we talk about today
  • 82.
    82 [Insert your logo here] Customerrelationships Key questions • Who are our Key Partners? • Who are our key suppliers? • Which Key Resources are we acquiring from partners? • Which Key Activities do partners perform? Motivations for partnerships: • Optimization and economy • Reduction of risk and uncertainty • Acquisition of particular resources and activities
  • 83.
    83 [Insert your logo here] Task:find at least three examples of companies representing each partnering motivation
  • 84.
    84 [Insert your logo here] Letstake a closer look! Describe in detail the key partnerships of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
  • 85.
    85 [Insert your logo here] Question:Which problems did you have when characterising the key partners?
  • 86.
    86 [Insert your logo here] Reminder Donot forget to make a picture of your work (you will need it in the next sessions)
  • 87.
    [Insert your logo here] 87 THANKYOU FOR YOUR ATTENTION
  • 88.
    BMC09 – COST STRUCTURE Module:Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
  • 89.
    89 [Insert your logo here] Ashort reminder: The Business Model Canvas (BMC) The canvas tries to describe the infrastructure (how), the offering (what), the customers (who) and the finances (how much)
  • 90.
    90 [Insert your logo here] TheBusiness Model Canvas (BMC) This is what we talk about today
  • 91.
    91 [Insert your logo here] Customerrelationships Key questions • What are the most important costs inherent in our business model? • Which Key Resources are most expensive? • Which Key Activities are most expensive? Is your business more: • Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing) • Value Driven (focused on value creation, premium value proposition) Sample characteristics: • Fixed Costs (salaries, rents, utilities) • Variable costs • Economies of scale • Economies of scope
  • 92.
    92 [Insert your logo here] Task:find at least three examples for cost and value-driven companies, and one where it changed
  • 93.
    93 [Insert your logo here] Letstake a closer look! Describe in detail the cost structure of the following companies: Create groups, get up your chairs and using Post-it notes, flipcharts/flip chart paper put on the wall, whiteboards or whatever available to work in a more dynamic setting.
  • 94.
    94 [Insert your logo here] Question:Which problems did you have when characterising the key partners?
  • 95.
    95 [Insert your logo here] Reminder Donot forget to make a picture of your work (you will need it in the next sessions)
  • 96.
    [Insert your logo here] 96 THANKYOU FOR YOUR ATTENTION
  • 97.
    BUSINESS MODEL CASES Module: ValueProposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
  • 98.
    98 [Insert your logo here] Thebigger picture Having separately analyse each component of Google’s and Walt Disney’s business model, it is time to look at the bigger picture.
  • 99.
    99 [Insert your logo here] Thebigger picture It is now your task to analyse the business model as a whole and develop new business model which Google resp. Walt Disney could implement in the future.
  • 100.
    10 0 [Insert your logo here] Thebigger picture To do so, split in groups and hang the business model canvas on the wall (including all your results from the previous sessions) and develop different scenarios for future business models.
  • 101.
    10 1 [Insert your logo here] Thebigger picture Evaluate each scenario and present your results later in front of the other groups (there you also have to detail which criteria you used to evaluate the.
  • 102.
    [Insert your logo here] 10 2 THANKYOU FOR YOUR ATTENTION
  • 103.
    BUSINESS MODEL CASE II– OWN IDEA Module: Value Proposition and Business Model Design Lecturer: [Insert name] Date: [Insert date] PRESENTATION SUPPORTED BY [Insert your logo here]
  • 104.
    10 4 [Insert your logo here] Fromexisting to new ideas In the past weeks you have learned how to analyse existing business models. Now it is time to develop one from the scratch.
  • 105.
    10 5 [Insert your logo here] Yourtask Build groups and select one idea which has not yet been implemented. This can either be an idea you have yourself or you might take one from the internet (e.g. you can look for innovative ideas at crowdfunding platform).
  • 106.
    10 6 [Insert your logo here] Yourtask Put the business model canvas on the wall and get started. Be prepared to present your results to the other groups. ENJOY!
  • 107.
    [Insert your logo here] 10 7 THANKYOU FOR YOUR ATTENTION