20131023 #bmg @10th ceo-day by Vujàdé Ltd.

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Developing and execution of your business model with Osterwalder's business model canvas and further plug-in tools.

Besides reading The Lean Startup of Eric Ries, you and your team have probably used the business model canvas of Alexander Osterwalder. If you didn't you should definitely participate in this workshop. If you did we promise to share some useful and practical insights in how to get more out of the tool.

Basics: Business Model Canvas
Design Mentality: Prototyping | Hypotheses | Testing | Iteration
Customer focus: Value Proposition Canvas

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20131023 #bmg @10th ceo-day by Vujàdé Ltd.

  1. 1. BUSINESS MODEL GENERATION Jasper Bouwsma Founder & CEO Vujàdé Ltd. Bern, Switzerland 2013.10.23 © Vujàdé Ltd. – Supporting Forward Thinking Photo by: Vujàdé Ltd – Jasper Bouwsma A common language to develop and discuss business models in teams
  2. 2. Vujàdé is the opposite of deja vu and gives the impression that something has not yet taken place, or has never been there. Vujàdé is the opposite of deja vu and gives the impression that something has not yet taken place, or has never been there. In other words, Vujàdé stands for innovation. © Vujàdé Ltd. – Supporting Forward Thinking Photo by: Vujàdé Ltd – Jasper Bouwsma Photo by: Vujàdé Ltd – Jasper Bouwsma Vu-jà-dé 2
  3. 3. Photo by: Vujàdé Ltd – Jasper Bouwsma © Vujàdé Ltd. – Supporting Forward Thinking 3
  4. 4. À PROPOS 1. CORPORATE CONSULTING PARTNER 3. INCUBATION © Vujàdé Ltd. – Supporting Forward Thinking Photo by: Vujàdé Ltd – Jasper Bouwsma 2. START-UP SUPPORT
  5. 5. Jasper Bouwsma Founder & CEO Vujàdé Ltd. Vujàdé unterstützt Entrepreneure, Start-ups und etablierte Unternehmen bei der erfolgreiche Weiterentwicklung und Vermarktung deren Innovationen. Durch die Kombination von diversen Start-up und Firmenerfahrungen bringt Jasper einmalige Einsichten in Innovationsstrategie, den typischen Fehltritten und die Erfolgsfaktoren mit. Jasper, geboren und aufgewachsen in Holland, studierte International Business an der Universität Maastricht (NL) und an der Universität Fribourg (CH). Zusätzlich belegte er Kurse in Innovationsstrategie und Management am MIT Sloan in Boston (USA) und am Stanford Research Institute in Menlo Park (USA). Bis 2008 arbeitete er für den Schweizer Telekommunikationsanbieter Swisscom, wo er die Inkubationsaktivitäten als “Head of Incubation” initiierte und führte. Im Herbst 2008 hat er die Vujàdé Ltd. gegründet. Jasper lebt mit seiner Frau, zwei Töchtern und einem Sohn in der Nähe von Bern. © Vujàdé Ltd. – Supporting Forward Thinking Photo by: Vujàdé Ltd – Jasper Bouwsma
  6. 6. OUR TOPIC FOR THE NEXT 90’ © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  7. 7. Business Modeling © Vujàdé Ltd. – Supporting Forward Thinking Slide | 7
  8. 8. Business Modeling © Vujàdé Ltd. – Supporting Forward Thinking Slide | 8
  9. 9. Alexander Osterwalder A Swiss Business Book author. © Vujàdé Ltd. – Supporting Forward Thinking Slide | 9
  10. 10. Insert Photo of book with Jasper’s Name. Co-Created by 470 practitioners from 45 countries. © Vujàdé Ltd. – Supporting Forward Thinking Slide | 10
  11. 11. AGENDA A NEW GENERATION PITCH & REFLECT THE BUSINESS MODEL GENERATION I II III © Vujàdé Ltd. – Supporting Forward Thinking Photo by: Vujàdé Ltd – Jasper Bouwsma LET’S GET TO WORK: 10 CASES 10 GROUPS
  12. 12. BUT BEFORE WE START © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  13. 13. WHAT ARE ?! YOUR EXPECTATIONS © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  14. 14. AGENDA A NEW GENERATION PITCH & REFLECT THE BUSINESS MODEL GENERATION I II III © Vujàdé Ltd. – Supporting Forward Thinking Photo by: Vujàdé Ltd – Jasper Bouwsma LET’S GET TO WORK: 10 GROUPS, 11 CASES
  15. 15. AGENDA BUSINESS MODEL GENERATION © Vujàdé Ltd. – Supporting Forward Thinking 1 2 3 II III Photo by: Vujàdé Ltd – Jasper Bouwsma I
  16. 16. AGENDA BUSINESS MODEL GENERATION © Vujàdé Ltd. – Supporting Forward Thinking 1 2 3 II III Photo by: Vujàdé Ltd – Jasper Bouwsma I
  17. 17. QUESTION HOW MUCH DOES 1KG COFFEE COST © Vujàdé Ltd. – Supporting Forward Thinking ? 1
  18. 18. Alexander Osterwalder © Vujàdé Ltd.www.businessmodelgeneration.com – Supporting Forward Thinking
  19. 19. CHF6.95 Alexander Osterwalder © Vujàdé Ltd.www.businessmodelgeneration.com – Supporting Forward Thinking
  20. 20. CHF95.- Alexander Osterwalder © Vujàdé Ltd.www.businessmodelgeneration.com – Supporting Forward Thinking
  21. 21. WHY HAS NESPRESSO BEEN SO SUCCESSFUL? ? Alexander Osterwalder © Vujàdé Ltd. – Supporting Forward Thinking www.businessmodelgeneration.com
  22. 22. NESPRESSO CHANGED THE BUSINESS MODEL FOR COFFEE Alexander Osterwalder © Vujàdé Ltd. – Supporting Forward Thinking www.businessmodelgeneration.com
  23. 23. RESULT 2011 USD3.2B (BY A SINGLE PRODUCT…) Alexander Osterwalder © Vujàdé Ltd. – Supporting Forward Thinking www.businessmodelgeneration.com
  24. 24. BUZZ GROUP © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  25. 25. DISCUSS & DESCRIBE WHAT YOU THINK NESPRESSO’S BUSINESS MODEL IS. © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  26. 26. 1’ © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  27. 27. BUZZZ © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking ZZ ZZ
  28. 28. PLEASE EXCUSE MYFRENCH © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  29. 29. BUT THAT IS BOARD ROOM BLAH BLAH BLAH © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  30. 30. BULL SHIT BINGO © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  31. 31. Business Model Canvas: Creating a common language for business modeling. © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  32. 32. AGENDA BUSINESS MODEL GENERATION © Vujàdé Ltd. – Supporting Forward Thinking 1 2 3 II III Photo by: Vujàdé Ltd – Jasper Bouwsma I
  33. 33. © Vujàdé Ltd. – Supporting Forward Thinking
  34. 34. Alexander Osterwalder © Vujàdé Ltd.www.businessmodelgeneration.com – Supporting Forward Thinking
  35. 35. THE BUSINESS MODEL CANVAS KEY PARTNERS KEY ACTIVITIES KEY RESOURCES COST STRUCTURE Alexander Osterwalder © Vujàdé Ltd. – Supporting Forward Thinking www.businessmodelgeneration.com VALUE PROPOSITIONS CUSTOMER RELATIONSHIP CHANNELS REVENUE STREAMS CUSTOMER SEGMENTS
  36. 36. THE BUSINESS MODEL CANVAS KEY PARTNERS KEY ACTIVITIES KEY RESOURCES COST STRUCTURE Alexander Osterwalder © Vujàdé Ltd. – Supporting Forward Thinking www.businessmodelgeneration.com VALUE PROPOSITIONS CUSTOMER RELATIONSHIP CHANNELS REVENUE STREAMS CUSTOMER SEGMENTS
  37. 37. © Vujàdé Ltd. – Supporting Forward Thinking
  38. 38. THE BUSINESS MODEL CANVAS KEY PARTNERS KEY ACTIVITIES KEY RESOURCES COST STRUCTURE Alexander Osterwalder © Vujàdé Ltd. – Supporting Forward Thinking www.businessmodelgeneration.com VALUE PROPOSITIONS CUSTOMER RELATIONSHIP CHANNELS REVENUE STREAMS CUSTOMER SEGMENTS
  39. 39. THE BUSINESS MODEL CANVAS KEY PARTNERS KEY ACTIVITIESting ke Mar VALUE PROPOSITIONS Machine Producers Household CHANNELS l Cal r te N.com Cen Alexander Osterwalder © Vujàdé Ltd. – Supporting Forward Thinking www.businessmodelgeneration.com Business Store s Retail COST STRUCTURE Distri bution CUSTOMER SEGMENTS N-Club Produ ction IP KEY KEY RESOURCES Patents striRESOURCES (1800+ Di n patents) butio l nne cha Producs tion facilitie Brand s Production CUSTOMER RELATIONSHIP REVENUE STREAMS Mark eting Machi ne Pods
  40. 40. ANECDOTE © Vujàdé Ltd. – Supporting Forward Thinking
  41. 41. THE BUSINESS MODEL CANVAS KEY PARTNERS KEY ACTIVITIESting ke Mar VALUE PROPOSITIONS Machine Producers Household CHANNELS l Cal r te N.com Cen Alexander Osterwalder © Vujàdé Ltd. – Supporting Forward Thinking www.businessmodelgeneration.com Business Store s Retail COST STRUCTURE Distri bution CUSTOMER SEGMENTS N-Club Produ ction IP KEY Patents striRESOURCES (1800+ Di n patents) butio l nne cha Producs tion facilitie Brand s Production CUSTOMER RELATIONSHIP REVENUE STREAMS Mark eting Machi ne Pods
  42. 42. © Vujàdé Ltd. – Supporting Forward Thinking
  43. 43. WHAT IS A BUSINESS MODEL ? © Vujàdé Ltd. – Supporting Forward Thinking
  44. 44. REVENUE MODEL ≠ BUSINESS MODEL Vujàdé Ltd. – Supporting Thinking © Vujàdé Ltd. – Supporting ForwardForward Thinking
  45. 45. A BUSINESS MODEL DESCRIBES THE RATIONALE OF HOW AN ORGANIZATION CREATES, DELIVERS, AND CAPTURES VALUE Vujàdé Ltd. – Supporting Thinking © Vujàdé Ltd. – Supporting ForwardForward Thinking
  46. 46. THE BUSINESS MODEL CANVAS KEY PARTNERS KEY ACTIVITIES KEY RESOURCES COST STRUCTURE Alexander Osterwalder © Vujàdé Ltd. – Supporting Forward Thinking www.businessmodelgeneration.com VALUE PROPOSITIONS CUSTOMER RELATIONSHIP CHANNELS REVENUE STREAMS CUSTOMER SEGMENTS
  47. 47. AGENDA BUSINESS MODEL GENERATION © Vujàdé Ltd. – Supporting Forward Thinking 1 2 3 II III Photo by: Vujàdé Ltd – Jasper Bouwsma I
  48. 48. 5’ EXERCISE THE BUSINESS MODEL CANVAS Key Partners Key Activities Project Name Value Proposition Iteration Nr Customer Relationship Key Ressources Customer Segments Channels com mun ity sale s cata logu e Revenue Streams Cost Structure &m arke ting phot ogra ph ers deve lopm en t com mun plat ity form sale s help desk empl oyee s cata logu e de velo pmen t plat form empl www.businessmodelgeneration.com This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Vujàdé Ltd. – Consulting I Start-up Support I Incubation Elfenaustrasse 3 I CH-2502 Biel/Bienne I Switzerland +41 32 32 32 300 I contact@vujade.com I www.vujade.com www.slideshare.net/vujade pay oyee s pal world wide cove rage BUSINESS MODEL pay world wi de sale s& pal cove rage mar ketin g imag es by Math ilde sale s& mar ketin g imag es by Math ilde © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking &m arke ting
  49. 49. KEY PARTNERS KEY ACTIVITIES KEY RESOURCES COST STRUCTURE © Images by Mathilda, with Forward Thinking Vujàdé Ltd. – Supporting warm thanks to Yves Pigneur VALUE PROPOSITIONS CUSTOMER RELATIONSHIP CHANNELS REVENUE STREAMS CUSTOMER SEGMENTS
  50. 50. KEY PARTNERS KEY ACTIVITIES KEY RESOURCES COST STRUCTURE © Images by XPLANE, with warm thanks to Alexander Osterwalder Vujàdé Ltd. – Supporting Forward Thinking VALUE PROPOSITIONS CUSTOMER RELATIONSHIP CHANNELS REVENUE STREAMS CUSTOMER SEGMENTS
  51. 51. 5’ © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  52. 52. BUZZZ © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking ZZ ZZ
  53. 53. KEY PARTNERS KEY ACTIVITIES KEY RESOURCES COST STRUCTURE © Images by XPLANE, with warm thanks to Alexander Osterwalder Vujàdé Ltd. – Supporting Forward Thinking VALUE PROPOSITIONS CUSTOMER RELATIONSHIP CHANNELS REVENUE STREAMS CUSTOMER SEGMENTS
  54. 54. KEY PARTNERS KEY ACTIVITIES KEY RESOURCES COST STRUCTURE © Images by Mathilda, with Forward Thinking Vujàdé Ltd. – Supporting warm thanks to Yves Pigneur VALUE PROPOSITIONS CUSTOMER RELATIONSHIP CHANNELS REVENUE STREAMS CUSTOMER SEGMENTS
  55. 55. BEFORE WE MOVE ON © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  56. 56. WE SHOULD QUICKLY FINISH © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  57. 57. TALKING ABOUT COFFEE © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  58. 58. © Vujàdé Ltd. – Supporting Forward Thinking
  59. 59. NESPRESSO HAS TAKEN A WHILE TO BECOME SUCCESSFUL… © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  60. 60. © Vujàdé Ltd. – Supporting Forward Thinking 1987
  61. 61. © Vujàdé Ltd. – Supporting Forward Thinking
  62. 62. THE RIGHT BUSINESS MODEL CAN BE THE DIFFERENCE BETWEEN SUCCESS AND FAILURE FOR EXACTLY THE SAME TECHNOLOGY OR PRODUCT Vujàdé Ltd. – Supporting Thinking © Vujàdé Ltd. – Supporting ForwardForward Thinking
  63. 63. WHY WILL NESPRESSO EVEN BE MORE SUCCESSFUL? ? Vujàdé Ltd. – Supporting Thinking © Vujàdé Ltd. – Supporting ForwardForward Thinking
  64. 64. © Vujàdé Ltd. – Supporting Forward Thinking
  65. 65. © Vujàdé Ltd. – Supporting Forward Thinking
  66. 66. WE ARE MOVING FROM PORTFOLIOS OF PRODUCTS TO PORTFOLIOS OF BUSINESS MODELS. Vujàdé Ltd. – Supporting Thinking © Vujàdé Ltd. – Supporting ForwardForward Thinking
  67. 67. AGENDA A NEW GENERATION PITCH & REFLECT THE BUSINESS MODEL GENERATION I II III © Vujàdé Ltd. – Supporting Forward Thinking Photo by: Vujàdé Ltd – Jasper Bouwsma LET’S GET TO WORK: 10 GROUPS, 11 CASES
  68. 68. © Vujàdé Ltd. – Supporting Forward Thinking
  69. 69. AGENDA LET’S GET TO WORK 5 CASES 5 GROUPS II © Vujàdé Ltd. – Supporting Forward Thinking 1 2 3 III Photo by: Vujàdé Ltd – Jasper Bouwsma I
  70. 70. 10GROUPS 11CASES © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  71. 71. 10 GROUPS | 11 CASES 010 001100 010 001011 You are ... a retailer You are ... a car repair centre You are ... a mobile phone operator You are ... a transportation business You are ... a software company You generate revenues from the sale of single items which you purchase from supply chain partners. You generate revenues from the sale of spare parts and repair contracts. You generate revenues from usage fees. You generate revenues from ticket sales for trips. You generate revenues from the sale of licences. You are ... a bank You are ... a record label You are ... a pharma company You are ... an auto manufacturer You are ... a trading company You are ... a publishing house You generate revenues from transaction fees and asset management. You generate revenues from the sale of recordings. You generate revenues from the sale of medicines. You generate revenues from the sale of cars. You generate revenues from the sale of goods abroad. You generate revenues from the sale of books, newspapers, magazines, etc. © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  72. 72. 10 GROUPS | 11 CASES A CHALLENGE FOR EACH… © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  73. 73. 10 GROUPS | 11 CASES A CHALENGE FOR EACH.. 010 001100 010 001011 You are ... a retailer You are ... a car repair centre You are ... a mobile phone operator You are ... a transportation business You are ... a software company You generate revenues from the sale of single items which you purchase from supply chain partners. You generate revenues from the sale of spare parts and repair contracts. You generate revenues from usage fees. You generate revenues from ticket sales for trips. You generate revenues from the sale of licences. You are ... a bank You are ... a record label You are ... a pharma company You are ... an auto manufacturer You are ... a trading company You are ... a publishing house You generate revenues from transaction fees and asset management. You generate revenues from the sale of recordings. You generate revenues from the sale of medicines. You generate revenues from the sale of cars. You generate revenues from the sale of goods abroad. You generate revenues from the sale of books, newspapers, magazines, etc. © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  74. 74. 10 GROUPS | 11 CASES ENJOY PART 1 (20’) Work on the front-stage of the Business Model Canvas •  Value Proposition, •  Customer Segments, •  Customer Relationship, •  Channels, •  Revenue Streams 25 Minuten © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking Past Future
  75. 75. 10 GROUPS | 11 CASES ENJOY PART 2 (20’) Work on the Back-stage of the Business Model Canvas •  Value Proposition, •  Key Activities, •  Key Resources, •  Key Partners, •  Cost Structure 20 Minutes © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking Past Future
  76. 76. AGENDA A NEW GENERATION REFLEXION THE BUSINESS MODEL GENERATION I II III © Vujàdé Ltd. – Supporting Forward Thinking Photo by: Vujàdé Ltd – Jasper Bouwsma LET’S GET TO WORK: 10 GROUPS, 11 CASES
  77. 77. AGENDA PITCH & REFLEXION II © Vujàdé Ltd. – Supporting Forward Thinking III 1 2 3 Photo by: Vujàdé Ltd – Jasper Bouwsma I
  78. 78. 10 GROUPS | 11 CASES PITCH PER GROUP (2’) Share your key-findings: •  Bankruptcy or is their a future for your case? •  Will it be easy to face the challenge? •  Was the canvas useful for the group discussion? © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  79. 79. WRAP UP VJD © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  80. 80. ITERATE ITERATE ITERATE HORIZONTAL ITERATION © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking VERTICAL ITERATION GET SMARTER DURING YOUR JOURNEY INCREASE INSIGHT
  81. 81. SHAKEN NOT STIRRED COMBINE THE BEST OF BOTH WORLDS NEW OLD VJD © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  82. 82. G T E T OU THE OF ILD BU © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking NG I
  83. 83. SOME FURTHER METHODS © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  84. 84. BUSINESS MODEL ENVIRONMENT BUSINESS MODEL ENVIRONMENT Alexander Osterwalder © Vujàdé Ltd.www.businessmodelgeneration.com – Supporting Forward Thinking
  85. 85. BUSINESS MODEL ENVIRONMENT GAIN CREATORS GAINS CUSTOMER JOBS PRODUCTS & SERVICES PAIN RELIEVERS VALUE PROPOSITION CANVAS Alexander Osterwalder © Vujàdé Ltd.www.businessmodelgeneration.com – Supporting Forward Thinking PAINS
  86. 86. Alexander Osterwalder © Vujàdé Ltd.www.businessmodelgeneration.com – Supporting Forward Thinking
  87. 87. QUESTIONS & ANSWERS © Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
  88. 88. Photo by: Vujàdé Ltd. – Jasper Bouwsma “ In times of change learners inherit the earth; while the learned find themselves beautifully equipped to deal with a world that no longer exists. Eric Hoffer, (July 25, 1902 – May 21, 1983) American social writer and philosopher © Vujàdé Ltd. – Supporting Forward Thinking
  89. 89. Vujàdé Ltd. Postal Address P.O. Box 4 CH-3257 Grossaffoltern Online www.vujade.com contact@vujade.com VujadeLtd © Vujàdé Ltd. – Supporting Forward Thinking Photo by: Vujàdé Ltd – Jasper Bouwsma Visiting Address Elfenaustrasse 3 CH-2502 Biel/Bienne +41 (0)32 32 32 300

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