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Designing Business Models

  1. 1. desig ning ss mo del busine red op prepa a worksh er by alex osterwald r and y ves pigneu c. 2010 Sierre De
  2. 2. service innovation FLICKR.COM
  3. 3. process innovation FLICKR.COM
  4. 4. business model innovation FLICKR.COM
  5. 5. Time Machine
  6. 6. 1958
  7. 7. [sources: Henry Chesbrough, photo: life.com]
  8. 8. [sources: Henry Chesbrough, photo: life.com]
  9. 9. Time Machine
  10. 10. 1997
  11. 11. ? what do both examples have in common?
  12. 12. 1 Product innovation alone was not sufficient They enabled the new product through the business model
  13. 13. 2 They didnʼt nor could they copy from competitors They invented new business models
  14. 14. 3 They couldnʼt prove in advance that the models would work They had to take some risk and experiment
  15. 15. “ The enemy of innovation are two words - prove it - you can not prove ” any new idea Roger Martin, Dean Rotman School
  16. 16. ? So how does one come up with successful business models?
  17. 17. 3 Themes business design ongoing models thinking process
  18. 18. !"#$%&##' ()*&+# 1
  19. 19. ,)(()%'+-%."-.&'
  20. 20. Business Model Canvas
  21. 21. to describe, challenge, design, and invent business models more systematically
  22. 22. 9 building blocks
  23. 23. CUSTOMER SEGMENTS DESCRIBING WHO A COMPANY OFFERS VALUE TO images by JAM
  24. 24. VALUE PROPOSITIONS DESCRIBING A COMPANY’S OFFER images by JAM
  25. 25. CHANNELS DESCRIBING HOW A COMPANY REACHES ITS CUSTOMERS images by JAM
  26. 26. CUSTOMER RELATIONSHIPS DESCRIBING THE RELATIONSHIPS A COMPANY BUILDS images by JAM
  27. 27. REVENUE STREAMS DESCRIBING HOW A COMPANY MAKES MONEY images by JAM
  28. 28. KEY RESOURCES DESCRIBING WHAT CAPABILITIES ARE REQUIRED images by JAM
  29. 29. KEY ACTIVITIES DESCRIBING WHAT ACTIVITIES ARE REQUIRED images by JAM
  30. 30. KEY PARTNERS THE PARTNERS THAT LEVERAGE THE BUSINESS MODEL images by JAM
  31. 31. COST STRUCTURE DESCRIBING THE COSTS OF A BUSINESS MODEL images by JAM
  32. 32. key value customer activities proposition relationships key customer partners segments cost revenue structure key streams resources channels images by JAM
  33. 33. building building block block building building block building building block block block building block building building block block build in g ng building buildi bloc k block block
  34. 34. !""#$%&'()*
  35. 35. artistic feel theater & & opera visitors atmosphere stage & manage artistic circus spectacle & without lions higher ticket logistics prices CIRQUE DU SOLEIL
  36. 36. nage stage & ma spectacle & logistics theater & opera artistic visitors circus ns without lio artistic feel & atmosphere higher ticket prices
  37. 37. *&#$.%' /0$%1$%. 2
  38. 38. “ business people don’t just need to understand designers better; they need to become designers ” Roger Martin, Dean Rotman School
  39. 39. analytical intuitive thinking thinking thin king d esign
  40. 40. the desig ner’s t ool k it ...
  41. 41. !"#$%&'() *+#*,-$
  42. 42. analyze from the customer perspective PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS KEY DISTRIBUTION RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS
  43. 43. .*#"/0)$-*+1*+,
  44. 44. +&,'-.)#%
  45. 45. KEY CUSTOMER ACTIVITIES RELATIONSHIPS KEY VALUE CUSTOMER PARTNERS PROPOSITIONS SEGMENTS KEY RESOURCES CHANNELS COST REVENUE $TRUCTURE $TREAMS
  46. 46. 2(%$%$32*+,
  47. 47. “ The lack of trust to experiment with new ideas is what makes companies obsolete over a period of time ” Roger Martin, Dean Rotman School
  48. 48. [source: Sony Pictures]
  49. 49. architecture
  50. 50. [source: Sony Pictures]
  51. 51. [source: Sony Pictures]
  52. 52. (-%-.$%.'-#'*&#$.%$%.'222
  53. 53. !""#$%&'()*
  54. 54. 34
  55. 55. +&,'-.)#%
  56. 56. http://upload.wikimedia.org/wikipedia/commons/0/02/Montreux_Jazz_Festival.jpg
  57. 57. 35
  58. 58. )%.)$%.' 67),&## 3
  59. 59. uncertainty/patterns/insight clarity/focus research designing business model business model design to & understand prototypes be implemented 89)"7,&:'-*-6/&*';7)('<-($&%'=&>(-%?'@&%/7-+A 69
  60. 60. 3 Themes business design ongoing models thinking process
  61. 61. THANK YOU! BusinessModelGeneration.com osterwalder@gmail.com yves.pigneur@unil.ch

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