We were invited by Sven Weisbrich CEO of UM Germany to give a #BMG workshop at this years DMEXCO. Great audience in a great setting.

1. © Vujàdé Ltd. – Supporting Forward Thinking
Jasper Bouwsma
Founder & CEO
Vujàdé Ltd.
Köln, Deutschland 2013.09.18
Photoby:VujàdéLtd–JasperBouwsma
BUSINESS MODEL GENERATION
A common language to develop and discuss business models

2. © Vujàdé Ltd. – Supporting Forward Thinking
IN COLLABORATION WITH

3. © Vujàdé Ltd. – Supporting Forward Thinking
3
Vu-jà-dé
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.
Photo by: Vujàdé Ltd – Jasper Bouwsma
Photoby:VujàdéLtd–JasperBouwsma

4. © Vujàdé Ltd. – Supporting Forward Thinking
4
Photoby:VujàdéLtd–JasperBouwsma

5. © Vujàdé Ltd. – Supporting Forward Thinking
1. CORPORATE CONSULTING
2. START-UP SUPPORT
3. INCUBATION
À PROPOS
PARTNER
Photoby:VujàdéLtd–JasperBouwsma

6. © Vujàdé Ltd. – Supporting Forward Thinking
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.
Jasper Bouwsma
Founder & CEO Vujàdé Ltd.
Photo by: Vujàdé Ltd – Jasper Bouwsma

7. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
TOPIC
OUR
FOR THE NEXT 2 HRS

8. © Vujàdé Ltd. – Supporting Forward Thinking Slide |Slide |© Vujàdé Ltd. – Supporting Forward Thinking 8
Business Modeling

9. © Vujàdé Ltd. – Supporting Forward Thinking Slide |Slide |© Vujàdé Ltd. – Supporting Forward Thinking 9
Business Modeling

10. © Vujàdé Ltd. – Supporting Forward Thinking Slide |Slide | 10
Alexander Osterwalder
A Swiss Business Book author.

11. © Vujàdé Ltd. – Supporting Forward Thinking Slide |Slide |© Vujàdé Ltd. – Supporting Forward Thinking 11
Insert Photo of book with Jasper’s Name.
Co-Created by
470 practitioners from 45 countries.

12. © Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
REFLEXION
A NEW GENERATION
THE BUSINESS MODEL GENERATION
LET’S GET TO WORK:
5 CASES 5 GROUPS
I II III
Photoby:VujàdéLtd–JasperBouwsma

13. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
BUT BEFORE WE
START

14. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
EXPECTATIONS
YOUR
WHAT ARE
?!

15. © Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
REFLEXION
A NEW GENERATION
THE BUSINESS MODEL GENERATION
LET’S GET TO WORK:
5 CASES 5 GROUPS
I II III
Photoby:VujàdéLtd–JasperBouwsma

16. © Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
II III1 2 3
BUSINESS MODEL
GENERATION
I
Photoby:VujàdéLtd–JasperBouwsma

17. © Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
II III1 2 3
BUSINESS MODEL
GENERATION
I
Photoby:VujàdéLtd–JasperBouwsma

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

19. © Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
www.businessmodelgeneration.com

20. © Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
www.businessmodelgeneration.com
CHF6.95

21. © Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
www.businessmodelgeneration.com
CHF95.-

22. © Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
www.businessmodelgeneration.com
WHY HAS
NESPRESSO BEEN
SO SUCCESSFUL?
?

23. © Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
www.businessmodelgeneration.com
NESPRESSO
CHANGED THE
BUSINESS MODEL
FOR COFFEE

24. © Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
www.businessmodelgeneration.com
RESULT 2011
USD3.2B
(BY A SINGLE PRODUCT…)

25. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
BUZZ
GROUP

26. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
DISCUSS & DESCRIBE
WHAT YOU THINK
NESPRESSO’S
BUSINESS MODEL
IS.

27. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
2’

28. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
BUZZZZZZZ

29. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
PLEASE
EXCUSE
MYFRENCH

30. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
BUT THAT IS
BLAH
BOARD ROOM
BLAH BLAH

31. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
BULL
SHITBINGO

32. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
Business Model Canvas:
Creating a common language
for business modeling.

33. © Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
II III1 2 3
BUSINESS MODEL
GENERATION
I
Photoby:VujàdéLtd–JasperBouwsma

34. © Vujàdé Ltd. – Supporting Forward Thinking

35. © Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
www.businessmodelgeneration.com

36. © Vujàdé Ltd. – Supporting Forward Thinking
KEY PARTNERS CUSTOMER
SEGMENTS
VALUE
PROPOSITIONS
CUSTOMER
RELATIONSHIP
CHANNELS
KEY ACTIVITIES
KEY RESOURCES
COST STRUCTURE REVENUE STREAMS
THE BUSINESS MODEL CANVAS
Alexander Osterwalder
www.businessmodelgeneration.com
KEY PARTNERS CUSTOMER
SEGMENTS
VALUE
PROPOSITIONS
CUSTOMER
RELATIONSHIP
CHANNELS
KEY ACTIVITIES
KEY RESOURCES
COST STRUCTURE REVENUE STREAMS
THE BUSINESS MODEL CANVAS

37. © Vujàdé Ltd. – Supporting Forward Thinking
KEY PARTNERS CUSTOMER
SEGMENTS
VALUE
PROPOSITIONS
CUSTOMER
RELATIONSHIP
CHANNELS
KEY ACTIVITIES
KEY RESOURCES
COST STRUCTURE REVENUE STREAMS
THE BUSINESS MODEL CANVAS
Alexander Osterwalder
www.businessmodelgeneration.com
KEY PARTNERS CUSTOMER
SEGMENTS
VALUE
PROPOSITIONS
CUSTOMER
RELATIONSHIP
CHANNELS
KEY ACTIVITIES
KEY RESOURCES
COST STRUCTURE REVENUE STREAMS
THE BUSINESS MODEL CANVAS

38. © Vujàdé Ltd. – Supporting Forward Thinking

39. © Vujàdé Ltd. – Supporting Forward Thinking
KEY PARTNERS CUSTOMER
SEGMENTS
VALUE
PROPOSITIONS
CUSTOMER
RELATIONSHIP
CHANNELS
KEY ACTIVITIES
KEY RESOURCES
COST STRUCTURE REVENUE STREAMS
THE BUSINESS MODEL CANVAS
Alexander Osterwalder
www.businessmodelgeneration.com
KEY PARTNERS CUSTOMER
SEGMENTS
VALUE
PROPOSITIONS
CUSTOMER
RELATIONSHIP
CHANNELS
KEY ACTIVITIES
KEY RESOURCES
COST STRUCTURE REVENUE STREAMS
THE BUSINESS MODEL CANVAS

40. © Vujàdé Ltd. – Supporting Forward Thinking
KEY PARTNERS CUSTOMER
SEGMENTS
VALUE
PROPOSITIONS
CUSTOMER
RELATIONSHIP
CHANNELS
KEY ACTIVITIES
KEY RESOURCES
COST STRUCTURE REVENUE STREAMS
THE BUSINESS MODEL CANVAS
Alexander Osterwalder
www.businessmodelgeneration.com
KEY PARTNERS CUSTOMER
SEGMENTS
VALUE
PROPOSITIONS
CUSTOMER
RELATIONSHIP
CHANNELS
KEY ACTIVITIES
KEY RESOURCES
COST STRUCTURE REVENUE STREAMS
THE BUSINESS MODEL CANVAS
House-
hold
N-Club
Stores
Produc-
tion
Marketing
Machine
Pro-
ducers
Produc-
tion
Distri-
bution
Marketing
Machine Pods
Call
Center
N.com
Brand
Produc-
tion
facilitie
s
Distri-
bution
channel
s
Retail
Patents
IP
(1800+
patents) Business

41. © Vujàdé Ltd. – Supporting Forward Thinking
ANECDOTE

42. © Vujàdé Ltd. – Supporting Forward Thinking
KEY PARTNERS CUSTOMER
SEGMENTS
VALUE
PROPOSITIONS
CUSTOMER
RELATIONSHIP
CHANNELS
KEY ACTIVITIES
KEY RESOURCES
COST STRUCTURE REVENUE STREAMS
THE BUSINESS MODEL CANVAS
Alexander Osterwalder
www.businessmodelgeneration.com
KEY PARTNERS CUSTOMER
SEGMENTS
VALUE
PROPOSITIONS
CUSTOMER
RELATIONSHIP
KEY ACTIVITIES
COST STRUCTURE REVENUE STREAMS
THE BUSINESS MODEL CANVAS
CHANNELSKEY RESOURCES
House-
hold
N-Club
Stores
Produc-
tion
Marketing
Machine
Pro-
ducers
Produc-
tion
Distri-
bution
Marketing
Machine Pods
Call
Center
N.com
Brand
Produc-
tion
facilitie
s
Distri-
bution
channel
s
Retail
Patents
IP
(1800+
patents) Business

43. © Vujàdé Ltd. – Supporting Forward Thinking

44. © Vujàdé Ltd. – Supporting Forward Thinking
WHAT IS A
BUSINESS MODEL
?

45. © Vujàdé Ltd. – Supporting Forward ThinkingVujàdé Ltd. – Supporting Forward Thinking
REVENUE MODEL
≠
BUSINESS MODEL

46. © Vujàdé Ltd. – Supporting Forward ThinkingVujàdé Ltd. – Supporting Forward Thinking
A BUSINESS MODEL
DESCRIBES THE
RATIONALE OF HOW AN
ORGANIZATION
CREATES, DELIVERS,
AND CAPTURES VALUE

47. © Vujàdé Ltd. – Supporting Forward Thinking
KEY PARTNERS CUSTOMER
SEGMENTS
VALUE
PROPOSITIONS
CUSTOMER
RELATIONSHIP
CHANNELS
KEY ACTIVITIES
KEY RESOURCES
COST STRUCTURE REVENUE STREAMS
THE BUSINESS MODEL CANVAS
Alexander Osterwalder
www.businessmodelgeneration.com
KEY PARTNERS CUSTOMER
SEGMENTS
VALUE
PROPOSITIONS
CUSTOMER
RELATIONSHIP
CHANNELS
KEY ACTIVITIES
KEY RESOURCES
COST STRUCTURE REVENUE STREAMS
THE BUSINESS MODEL CANVAS

48. © Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
II III1 2 3
BUSINESS MODEL
GENERATION
I
Photoby:VujàdéLtd–JasperBouwsma

49. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
5’ EXERCISE
BUSINESS MODEL
THE BUSINESS MODEL CANVAS
Key
Partners
Project Name Iteration Nr
Channels
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
Key
Activities
Value
Proposition
Customer
Relationship
Customer
Segments
Key
Ressources
Cost
Structure
Revenue
Streams
images by Mathilde
images by Mathilde
community
community
catalogue development
catalogue development
employees
employees
worldwide
coverage
worldwide
coverage
sales & marketing
sales & marketing
platform
platform
pay pal
pay pal
sales & marketing
sales & marketing
photographers
helpdesk

50. © Vujàdé Ltd. – Supporting Forward Thinking
VALUE
PROPOSITIONS
KEY ACTIVITIES
KEY RESOURCES
REVENUE STREAMSCOST STRUCTURE
KEY PARTNERS CUSTOMER
SEGMENTS
CUSTOMER
RELATIONSHIP
CHANNELS
Images by Mathilda, with warm thanks to Yves Pigneur

51. © Vujàdé Ltd. – Supporting Forward Thinking
VALUE
PROPOSITIONS
KEY ACTIVITIES
KEY RESOURCES
REVENUE STREAMSCOST STRUCTURE
KEY PARTNERS CUSTOMER
SEGMENTS
CUSTOMER
RELATIONSHIP
CHANNELS
Images by Mathilda, with warm thanks to Yves Pigneur

52. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
BEFORE
WEMOVE
ON

53. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
WE SHOULD
QUICKLY
FINISH

54. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
TALKING
ABOUT
COFFEE

55. © Vujàdé Ltd. – Supporting Forward Thinking

56. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
HAS TAKEN A
WHILE TO BECOME
SUCCESSFUL…
NESPRESSO

57. © Vujàdé Ltd. – Supporting Forward Thinking
1987

58. © Vujàdé Ltd. – Supporting Forward Thinking

59. © Vujàdé Ltd. – Supporting Forward ThinkingVujàdé Ltd. – Supporting Forward Thinking
THE RIGHT BUSINESS MODEL
CAN BE THE DIFFERENCE
BETWEEN SUCCESS AND
FAILURE FOR EXACTLY THE
SAME TECHNOLOGY OR
PRODUCT

60. © Vujàdé Ltd. – Supporting Forward ThinkingVujàdé Ltd. – Supporting Forward Thinking
WHY WILL
NESPRESSO EVEN
BE MORE
SUCCESSFUL?
?

61. © Vujàdé Ltd. – Supporting Forward Thinking

62. © Vujàdé Ltd. – Supporting Forward Thinking

63. © Vujàdé Ltd. – Supporting Forward ThinkingVujàdé Ltd. – Supporting Forward Thinking
WE ARE MOVING FROM
PORTFOLIOS OF PRODUCTS
TO
PORTFOLIOS OF
BUSINESS MODELS.

64. © Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
REFLEXION
A NEW GENERATION
THE BUSINESS MODEL GENERATION
LET’S GET TO WORK:
5 CASES 5 GROUPS
I II III
Photoby:VujàdéLtd–JasperBouwsma

65. © Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
I III
LET’S GET TO WORK
5 CASES 5 GROUPS
II 1 2 3
Photoby:VujàdéLtd–JasperBouwsma

66. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
5GROUPS
5CASES

67. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
5 GROUPS | 5 CASES

68. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
5 GROUPS | 5 CASES
A CHALLENGE FOR EACH…

69. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
5 GROUPS | 5 CASES
A CHALENGE FOR EACH..

70. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
Work on the Frontstage
of the Business Model Canvas
• Wertangebote
• Kundensegmente
• Kundenbeziehungen
• Kanäle
• Einnahmequellen
25 Minuten
Vergangenheit
Zukunft
5 GROUPS | 5 CASES
ENJOY PART 1 (25’)

71. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
Work on the Backstage
of the Business Model Canvas
• Wertangebote
• Schlüsselpartner
• Schlüsselaktivitäten
• Schlüsselressourcen
• Kostenstruktur
20 Minutes
Vergangenheit
Zukunft
5 GROUPS | 5 CASES
ENJOY PART 2 (20’)

72. © Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
REFLEXION
A NEW GENERATION
THE BUSINESS MODEL GENERATION
LET’S GET TO WORK:
5 CASES 5 GROUPS
I II III
Photoby:VujàdéLtd–JasperBouwsma

73. © Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
I II 1 2 3
PITCH & REFLEXION
III
Photoby:VujàdéLtd–JasperBouwsma

74. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
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?
5 GROUPS | 5 CASES
PITCH PER GROUP (2’)

75. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
WRAP
UPVJD

76. © Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
www.businessmodelgeneration.com
BUSINESS MODEL ENVIRONMENT
The three layers

77. © Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
www.businessmodelgeneration.com
BUSINESS MODEL ENVIRONMENT
A) BUSINESS MODEL LAYER
• Build prototypes for your business model
• Discuss and select the prototype you are going to
further develop

78. © Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
www.businessmodelgeneration.com
BUSINESS MODEL ENVIRONMENT
B) HYPOTHESES LAYER
• Quantify your model with hypotheses
• Analyse your enviroment and develop foresights
• Build hypotheses for the market, competitors,
customers and challenges

79. © Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
www.businessmodelgeneration.com
BUSINESS MODEL ENVIRONMENT
C) TEST LAYER
• GOOTB!!!
• Test your hypotheses by asking customers and partners
• Iterate your Business Model
• Constantly test your models and reiterate

80. © Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
www.businessmodelgeneration.com
BUSINESS MODEL ENVIRONMENT
The stages of an iteractive process

81. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
FURTHER
METHODS
SOME

82. © Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
www.businessmodelgeneration.com
BUSINESS MODEL ENVIRONMENT
BUSINESS MODEL ENVIRONMENT

83. © Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
www.businessmodelgeneration.com
BUSINESS MODEL ENVIRONMENT
VALUE PROPOSITION CANVAS
CUSTOMER
JOBS
PRODUCTS
& SERVICES
PAIN
RELIEVERS
GAIN
CREATORS
GAINS
PAINS

84. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
CUSTOMER FOCUS
STRATEGYZER.COM

85. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
CUSTOMER FOCUS
STRATEGYZER.COM

86. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
CUSTOMER FOCUS
STRATEGYZER.COM

87. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
CUSTOMER FOCUS
STRATEGYZER.COM

88. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
CUSTOMER FOCUS
STRATEGYZER.COM

89. © Vujàdé Ltd. – Supporting Forward Thinking© Vujàdé Ltd. – Supporting Forward Thinking
QUESTIONS &
ANSWERS

90. © Vujàdé Ltd. – Supporting Forward Thinking
Eric Hoffer, (July 25, 1902 – May 21, 1983)
American social writer and philosopher
In times of change
learners inherit the earth;
while the learned find themselves
beautifully equipped to deal with a
world that no longer exists.
“
Photoby:VujàdéLtd.–JasperBouwsma

91. © Vujàdé Ltd. – Supporting Forward Thinking
Vujàdé Ltd.
Postal Address
P.O. Box 4
CH-3257 Grossaffoltern
Visiting Address
Elfenaustrasse 3
CH-2502 Biel/Bienne
+41 (0)32 32 32 300
Online
www.vujade.com
contact@vujade.com
VujadeLtd
Photoby:VujàdéLtd–JasperBouwsma