Vujàdé & UM #BMGen Workshop @ DMEXCO 2014

BUSINESS MODEL GENERATION
DMEXCO | Cologne | Germany | 2014.09.10
Jasper Bouwsma
Vujàdé Ltd. – Supporting Forward Thinking
2014.09.10
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder
Photo by: Vujàdé Ltd – Jasper Bouwsma
www.businessmodelgeneration.com

Vu-jà-dé
Vujàdé is the opposite of déjà vu and gives the impression that something
has not yet taken place, or has never been there.
Looking for new solutions. Critically questioning existing structures and behavior.
Looking at something from a different or an unusual point of view.
In other words, Vujàdé stands for innovation.
© Photo Vujàdé by: Ltd. Vujàdé – Supporting Ltd – Jasper Forward Bouwsma
Thinking 3

À PROPOS
1. CORPORATE CONSULTING
2. START-UP SUPPORT
3. INCUBATION
© Vujàdé Ltd. – Supporting Forward Thinking

Jasper Bouwsma
Founder & CEO, Vujàdé Ltd.
Jasper Bouwsma is committed to supporting entrepreneurs, start-ups and established
companies in bringing their innovation to market successfully.
In 2008 Jasper founded Vujàdé Ltd. an innovation consultancy supporting organizations of any
size (from corporate to SME to start-up) and in any industry (from insurance to fashion and
from building to life-sciences). Vujàdé is located in Biel/Bienne Switzerland and establishing
a presence in London, UK.
In 2014 Vujàdé Law was established together with Jasper’s business partner Eric Kuenzi.
Vujàdé Law is dedicated to bringing legal services and strategic advice to Startups as well as
mid-sized organizations.
Jasper has an extensive and international track record in supporting corporates as well as
startup organizations in addressing their innovation and strategy challenges. Through the
combination of start-up and corporate activities, Jasper has a unique insight in innovation,
the success factors and typical reasons for failure.
Before Vujàdé he worked for the Swiss national telecommunications provider Swisscom where
he initiated and led its incubation activities as Head of Incubation.
Besides his work at Vujàdé Ltd, Jasper pursues a portfolio of secondary activities. Jasper is a
visiting lecturer at the University of St. Gallen (CH) and PopAkademie in Mannheim (D). In
2013 Jasper co-founded attrackting AG a Startup based in Biel (CH) developing tracking
solutions; its first product “Kaddz” will launch in June 2014.

AGENDA
DMEXCO | Cologne | Germany | 2014.09.10 | 12:00 - 14:00
1 #BMGen
A New Generation: Generation #BMGen
Nespresso | What Else?
2 PANDORA’S BOXES
Prototype I
Friends & Foes
Prototype II
3 PITCH | CHALLENGE | DISCUSS
© Vujàdé Ltd. – Supporting Photo by: Vujàdé Ltd – JaspFeorr wBoaurdw sTmhian king
40‘
10‘
20‘
30‘
15‘
5‘
10‘
60‘
HOI + GRÜESSECH
Shift Happens 10‘

Alexander Osterwalder
A Swiss Business Book author.

Co-Created by
470 practitioners from 45 countries.

Ltd. – Supporting Forward © Vujàdé Ltd. – Supporting Forward Thin kTihngin king Slide |

KEY
ACTIVITIES
KEY
RESOURCES
CUSTOMER
RELATIONSHIP
CHANNELS
VALUE
PROPOSITIONS
COST STRUCTURE REVENUE STREAMS
KEY
PARTNERS
CUSTOMER
SEGMENTS
© Vujàdé Ltd. – Supporting Forward Thinking Slide |

REVENUE MODEL
BUSINESS MODEL ≠

A BUSINESS MODEL
DESCRIBES THE
RATIONALE OF HOW AN
ORGANIZATION
CREATES, DELIVERS,
AND CAPTURES VALUE

QUESTION
HOW MUCH DOES
1KG COFFEE COST
?
© Vujàdé Ltd. – Supporting Forward Thinking 18

CHF6.95

CHF95.-

RESULT 2012
USD4.0B+
(BY A SINGLE PRODUCT…)

EXERCISE 1
Describe the Business Model of Nespresso.
Groups of 2 or 3 at your table
• Discuss with your partner
• Place the stickers on the
Business Model Canvas
• 4’

EXERCISE 1

KEY
PARTNERS
KEY
ACTIVITIES
KEY
RESOURCES
CHANNELS
CUSTOMER
SEGMENTS
CUSTOMER
RELATIONSHIP
VALUE
PROPOSITIONS

Marketing
Patents IP
(1800+
patents) Business
Call
Center
N.com
KEY
PARTNERS
KEY
ACTIVITIES
KEY
RESOURCES
CHANNELS
CUSTOMER
SEGMENTS
CUSTOMER
RELATIONSHIP
VALUE
PROPOSITIONS
House-hold
N-Club
Stores
Produc-tion
Machine
Pro-ducers
Produc-tion
Distri-bution
Marketing
Machine Pods
Brand
Produc-tion
facilities
Distri-bution
channels
Retail

WHY
NESPRESSO
WILL BE EVEN MORE
SUCCESSFUL

WE ARE MOVING FROM
PORTFOLIOS OF PRODUCTS
TO
PORTFOLIOS OF
BUSINESS MODELS.

VIDEO
SUMMARY

VIDEO #BMGen – 02
VISUALIZE YOUR BUSINESS MODEL

SHIFT
HAPPENS

Exponential Change Globally
The New
Scientist
Temperature (northern
half)
Population
CO2 concentration
Loss of rainforest
GDP
Water use
Species
extinctions
Paper
consumption
Motor vehicles
Fisheries
exploited
Ozone depletion
Foreign
Investment

KEY
TRENDS
(FORESIGHT)
MACRO
ECONOMIC
FORCES
(MARCRO-ECONOMICS)
INDUSTRY
FORCES
(COMPETITIVE ANALYSIS)
MARKET
FORCES
(MARKET ANALYSIS

VIDEO
CISCO | INTERNET OF EVERYTHING #IOE

In exponential times, if you improve
your performance incrementally
YOU FALL BEHIND
EXPONENTIALLY
Curt Carlson,
SRI International
CEO

MUSIC INDUSTRY
… has always been in continuous transformation

RETAIL
… eCommerce is the rule not an exception

HEALTHCARE
What if my phone knows more than my doctor…

HEALTHCARE
… Because I am quantifying myself 24/7 …

HEALTHCARE
What if my health is managed automatically?

LOGISTICS
We don’t send letters anymore, but …

LOGISTICS
What would you do with USD23.3 billion?

CAR INDUSTRY
When a PayPal entrepreneur starts building cars…

CAR INDUSTRY
What if search algorithms drive our car…

CAR INDUSTRY
What if design morphs with functionality?

EXERCISE 2
6 GROUPS | 6 CASES
Sie sind…
Autohersteller
Sie sind…
in der Fashionbranche
Sie sind…
in der Autoindustrie
www.vujade.com www.umww.de
Sie sind…
in der Musikbranche
Sie sind…
im Healthcare
Sie sind…
in der Logistikbranche

IMAGINE
THAT…

EXERCISE 2
YOU ARE ONE OF THESE GENTLEMEN…

EXERCISE 2
HEADING ONE OF THESE COMPANIES…

TAKE
RED THE
PILL

IMAGINE
THAT IT IS…

20
20

EXERCISE 2
CREATE BUSINESS MODEL PROTOTYPE FOR 2020

THINK BIG

NO GUTS
NO GLORY

WRAP UP

SHAKEN NOT STIRRED
COMBINE THE BEST OF BOTH WORLDS
OLD NEW
VJD

SHAKEN NOT STIRRED

“
Photo by: Vujàdé Ltd. – Jasper Bouwsma
Because you can't do today's job
with yesterday's methods
and be in business tomorrow.
© Vujàdé Ltd. – Supporting Forward Thinking Slide | ”

Vujàdé Ltd.
Supporting Forward Thinking
Elfenaustrasse 3
CH-2502 Biel/Bienne
Switzerland
+41 (0)32 32 32 300
contact@vujade.com
www.vujade.com
KONTAKT

Vujàdé & UM #BMGen Workshop @ DMEXCO 2014

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Vujàdé & UM #BMGen Workshop @ DMEXCO 2014