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DIGITAL CONCEPTSWITH ADDED VALUE.
Data-Need Fit Towards data-driven business model innovation
ServDes Conference
25 May 2016
Data-Need Fit, ServDes, May 2016Image: © Dudarev Mikhail – fotolia.com
Data-Need Fit, ServDes, May 2016Image: © styf – fotolia.com
Data-Need Fit, ServDes, May 2016Image: RunScribe
Data-Need Fit, ServDes, May 2016
Only 4% of German companies
already use Big Data in value
creation and as basis for new
business models.
BITKOM 2012
Image: © Dudarev Mikhail – fotolia.com
Data-Need Fit, ServDes, May 2016
Katrin Mathis
Service DesignFreelancer in Freiburg
MBA in Service Innovation & Design from Laurea UAS, BSc. in OnlineMedia
Dr. Felix Köbler
Strategy and User Experience Consultant at FELD M in Munich
PhD at Department of Informatics at Technical University of Munich
Data-Need Fit, ServDes, May 2016
Research context
Research project ExCELL: Real-time analysis and
crowdsourcing for a self-organized city logistic
Work package “Concept of value and cash flow”
3 years from June 2015
Funded by
FKZ 01MD15001A
excell-mobility.de
Partner
Data-Need Fit, ServDes, May 2016
Expert interviews
Big data helps us to
outperform larger
competitors.
We use design thinking for
idea generation and lean
startup for validation.Lean launchpad is a useful checklist.
It’s difficult to acquire data as a startup.
Data-Need Fit, ServDes, May 2016
Data in organisations
IT Business
Data-Need Fit, ServDes, May 2016
Data in organisations
IT Business
Data-Need Fit, ServDes, May 2016
Causation Effectuation
„Take a set of means as given and focus on selecting between possible effects than can be created.“
„Take a particular effect as given and focus on selecting between means to create that effect.“ (Sarasvathy 2001, 245)
Data-Need Fit, ServDes, May 2016
Effectual approach to data-driven business model innovation
Data-Need Fit, ServDes, May 2016
Tools for data-driven business model innovation
Data-Need Fit, ServDes, May 2016
Stakeholder map – ExCELL project
Data-Need Fit, ServDes, May 2016
Tools for data-driven business model innovation
?
Data-Need Fit, ServDes, May 2016
Development of a Data Canvas
Data-Need Fit, ServDes, May 2016
Development of a Data Canvas
Label#Topic
€ § R
Inte
rna
lE
xte
rna
l
ContinuousRotational
Ori
gin
Update frequency
Data-Need Fit, ServDes, May 2016
Data Canvas – ExCELL project
Data-Need Fit, ServDes, May 2016
Customer choice
Data-Need Fit, ServDes, May 2016
Customer profile from interviews – ExCELL project
Data-Need Fit, ServDes, May 2016
Value proposition from available data
Data-Need Fit, ServDes, May 2016
Value map with data – ExCELL project
Data-Need Fit, ServDes, May 2016
Service lens
Service-dominant logic Jobs-to-be done
“when customers find that they
need to get a job done, they ‘hire’
products or services to do the
job”
+
Service, „the application of
specialized skills(s) and
knowledge is the fundamental
unit of exchange.“
Christensen et al. 2007, 38.Vargo & Lusch 2008, 7.
Value creation as helping customers get one or more jobs done
„Value-in-achievement“
Data-Need Fit, ServDes, May 2016
Data-Need Fit
Data-Need Fit
Data-Need Fit, ServDes, May 2016
Data-Need Fit – ExCELL project
Data-Need Fit, ServDes, May 2016
Embedding value proposition in business model
Data-Need Fit, ServDes, May 2016
Four types of fit
Data-Need Fit
Business Model
Fit
Product-Market Fit
Problem-Solution Fit
adapted from Osterwalder et al. 2014
Data-Need Fit, ServDes, May 2016
Data-driven business model innovation process
Fit
Tools
Lean Startup
adapted from Osterwalder et al. 2014, 242 - 243
✔
Data-need
fit
Problem-solution
fit
Customer discovery
✔
Product-market
fit
Customer validation
✔ ✔
Business-model
fit
Customer creation
Company building
Data-Need Fit, ServDes, May 2016Image: © fotozick – fotolia.com
Data-Need Fit, ServDes, May 2016
Download
Download under Creative Commonswww.katrin-mathis.de/en/data-canvas
Data-Need Fit, ServDes, May 2016
Further evaluation
Currently applied in elective course „Big Data: Development of Smart Business Models“ inMA in Business Innovation at University of St. Gallen with Prof. Dr. Ivo Blohm
Public and in-house Big Data Innovation workshops
for organizations
Feedback welcome :-)
Outlook
ExCELL project
Served as initial input
for implementation of
mobility services
Field test of an
appointment app for
craftsmen
ExCELL mobility stack
Data-Need Fit, ServDes, May 2016
!?
Katrin Mathis Gerberau 2 D-79098 Freiburg
T +49 761 42 99 09 82 info@katrin-mathis.de www.katrin-mathis.de
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