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Business Model InnovationEnhancement of the company SPS GmbH by means of Business
Model Canvas
Felix Ecke
What is a Business Model?
• How does a company make money? What differs them from others?
Value Customers
Revenue
What is a Business Model?
• Example: Blockbuster
• Retailer/DVD Rental
Value Customers
Revenue
Huge variety of
movies
Service
Location
Mass market
Sales
Rental Fees +
Late fees
Retail Stores
What is a Business Model?
• Example: Netflix
• Streaming Platform
Value Customers
Revenue
Huge variety of
movies
Easy accesibleMass market
Monthly
Subsription
Internet
• 72000 bottles per hour
• OEM spare parts 3-5 days
• Spare parts delivered within 48 hours
• Cheaper than OEM
Alternative Spare Parts
PET Bottle Manufacturing
Machine Supplier
Beverage Supplier
Beverage
supplier
o Acting national
(Germany)
o Only KHS machines
Business Model
Pay per
order
Cheaper
parts and
faster
delivery
Internet; Flyers; Acquisition
Idea Generation
Idea Generation
Divergence Phase
Divergence Phase
Divergence Phase
ORIGINALITYThe ability to give unusual answers to questions or
atypical responses to specified problems.
Divergence Phase
1. Spontaneous brainstorm (individual)
2. Discuss your ideas in the teams
3. 2nd Brainstorm (combine ideas and hitch-hike)
4. All ideas are clarified, numbered and written on a board
Divergence Phase
Idea Generation
Starting Formulation
Create new possible businesses that could be entered in
order to use the existing knowledge and innovate the
current business model of SPS GmbH.
What should SPS do next?
Convergence Phase
YELLOW Ideas• Ideas for the future
• Dreams, challenges
• Stimulation for the brain
• Red ideas for tomorrow
How?
RED Ideas• Innovative ideas
• Breakthrough
• Exciting ideas
• Can be implemented
Wow?
BLUE Ideas• Easy to implement
• Low risks
• High acceptability
• Done before
Now?
Normal ideas Original ideas
Easy t
o im
ple
ment
Imp
ossib
le to
im
ple
me
nt
Blue ideas: common and feasible
Red ideas: innovative and feasible
Yellow ideas: original but not (yet) feasible
The COCD box
From now on you will only consider the ideas in the COCD box
• See which ideas in the COCD box can be combined.
• Use the red ideas as a departure point.
• Combining a red idea with a blue makes it easier.
• Combining a red idea with yellow provides a long-term
perspective.
• Decide on the top idea in each team
Top Idea
• The top idea is presented to the whole group in maximum
one minute
• Each group now has 1 million DKK to invest in the ideas
of the other groups
• Money can be split among different ideas
• Who will get the most money?
Finale
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