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I facilitated a business modeling session for a group of remarkable developers aiming to make Amsterdam the place where you go for apps therefor called 'Appsterdam'. I taught these developers, designers and programmers to think about there business models and how they could use the business model canvas to create their own business models more easily.
Citation preview
Workshop: Business Modeling
for Appsterdam
or
how to turn Pawns into Queens..
I believe we don’t see things as they are, we see them as we
are.
I like to be they guy to show people what is possible so they become even better versions of
themselves
Steven Zwerink@szwerink
Content
Why Business Modeling?
The Business Model Canvas
Applying the Business Model Canvas
Content
The great game of chessPawns
"The pawn is the soul of chess." François-André Danican Philidor
Pawns are the ‘Linchpins’ in
Business Chess
Pawns almost always make the first move
First mover advantage
Pawns can make a first move of two fields
You have a flying start
Pawns determine the strategic flavor of the game
You are in control
Pawns can only move forward
Face forward & Chest upright
Pawns can capture another piece 'en passant'
Make the competition irrelevant
I believe we don’t see things as they are,
we see them as we are...
And I see in every Pawn a
potential Queen
@szwerink
‘Pawns’
Business Model Workshop
You have 10 minutes!
What is the business model of APPLE?
1. To make sure we speak the same language
Why a business modeling workshop?
Say, your out drinking with some friends..
And you hear a song that you like..
But you don’t know the title or the
artist..
Meet Shazam!
Press ‘Tag now’
Wait...
And... Done!
Hold up your phone
This is how it works:
• 2.000.000 identified songs per day
• 200.000 people buy the song!
• That is 10%!
The figures:
They didn’t give a ****about the status quo models
Why a business modeling workshop?
2. Business Model Innovation is CRUCIAL
to keep creatingVALUE
DSM Innovation CenterCONFIDENTIAL
THERE IS NONE
No picture available
But we can be more systematic with our creativity while searching for the next...
discuss with your seat neighbor what a business model is and
write down your definition
?what elements did you mention in your
definition?
A business model describes how an organization creates, delivers, and captures value (economic,
social, or other forms of value)`
Definition Business Model
Why a business modeling workshop?
3. To identify the right elements of a business model
What is Design?Design
FRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT.
“The only thing that is not designed is nature”
Dave Kelly, IDEO
FRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT.
“adaptation of means to a preconceived end”
dictionary.com
FRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT.
“transformation of existing conditions into
preferred ones”
Herbert Simon, 1969
Why design?
• Design is not the weapon for marketing
• Design does not exist only for the design
• The design is the reason you exist
• You design the object not for the object but for the result
• A business model also deserves a unique design
Why a business modeling workshop?
4. “Business people don’t just need to understand designers better; they need to become designers”
Roger Martin, Rotman School of Management
Written by Alex Osterwalder in co-creation with 470 co-authors
BUSINESS MODEL
CANVAS
Building Blocks9
images by JAM
1. Customer Segments
images by JAM
2. Value Proposition
images by JAM
3. Distribution Channels
images by JAM
4. Customer Relationships
images by JAM
5. Revenue Streams
images by JAM
6. Key Resources
images by JAM
7. Key Activities
images by JAM
8. Key Partners
images by JAM
9. Costs structure
CustomerSegments
KeyPartners
Costs Structure
RevenueStreams
DistributionChannels
CustomerRelationships
Key Activities ValuePropositions
images by JAM
Key Resources
images by JAM
VALUEPROPOSITION
DISTRIBUTIONCHANNELS
CUSTOMERSRELATIONS
CUSTOMERSEGMENTS
REVENUE STREAMSCOSTS STRUCTURE
KEY ACTIVITIES
KEY PARTNERS
KEY RESOURCES
Business Model Canvas
VALUEPROPOSITION
DISTRIBUTIONCHANNELS
CUSTOMERSRELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOSTS STRUCTURE
KEY ACTIVITIES
KEY PARTNERS
KEY RESOURCES
Business Model Canvas
VALUEPROPOSITION
DISTIRBUTIONCHANNELS
CUSTOMERSRELATIONS
CUSTOMERSEGMENTS
REVENUE STREAMSCOSTS STRUCTURE
KEY ACTIVITIES
KEY PARTNERS
KEY RESOURCES
Business Model Canvas for lbert.nl
Your groceries delivered to you in your
kitchen
images by JAM
CANVAS OVERLAY - NESPRESSO
Assignment
Design the business model for an empty box
PLOT THE
CANVAS ON
A POSTER
1. PUT THAT POSTER UP ON THE WALL
2.
DESIGN YOUR BUSINESS MODEL
3.
Using the Canvas - how do we do it?
ORDER OF BUILDINGBLOCKS
1. CUSTOMER SEGMENTS2. VALUE PROPOSITION3. CUSTOMER RELATIONSHIPS4. DISTRIBUTION CHANNELS5. REVENUE STREAMS6. KEY ACTIVITIES7. KEY ASSETS8. KEY PARTNERS9. COSTS STRUCTURE
65
IMPORTANT
• Everybody writes• Use the post-its• Move them around• Tell us a story
66
Credits
Van Alex Osterwalder door ‘Pawns’
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