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Workshop Buisness Model Canvas & Lean Start-up What is it? Lean Start-up and Business Model Generation are both new concepts on how to build start-ups and drive innovation. The former is based on a book from Eric Ries (USA), the latter on a book by Alexander Osterwalder & Yves Pigneur (CH). Both value experimentation higher than elaborate planning, customer feedback higher than intuition, and iterative step-by-step development higher than a “big design up front” product development. Why should you attend? Best practices Traditional processes focused around the writing of business plans are passé. Instead business development is all about prototyping, iterating and testing. We will provide you with insight to the concepts “Lean Start-up” as well as “Business Model Generation”. Getting started We will demonstrate the application of the Lean Startup methods as well as provide you with insight from successful and failed business models from a huge variety of companies and industries. Design thinking: prototyping and iteration The myth goes that the more perseverance, brilliance, good timing and a good product, the higher the chance for success. Fredi will show you why exactly the opposite is true: Survival and, even more so, success are highly correlated with the successful application of the "Build-Measure-Learn Feedback Loop". He will give examples of how you can deliver more business value earlier and with less risks by testing everything as soon as possible using a so-called Minimum Viable Product. Through interactive exercises Jasper will get you quickly comfortable with the Business Model Canvas for prototyping and offer you an understanding of related tools and utilities. Speakers in Zurich 11.12.2013 Jasper Bouwsma Fredi Schmidli
Citation preview
© Vujàdé Ltd. – Supporting Forward Thinking
Jasper Bouwsma Founder & CEO Vujàdé Ltd. – Supporting Forward Thinking Zurich, Switzerland 2013.12.11
Phot
o by
: Vu
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Ltd
– J
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BUSINESS MODEL GENERATION A common language to develop and
discuss business models
© Vujàdé Ltd. – Supporting Forward Thinking 2
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.
Looking for new solutions. Critically questioning existing structures and behavior.
Looking at something from a different or an unusual point of view. In other words, Vujàdé stands for innovation.
Photo by: Vujàdé Ltd – Jasper Bouwsma
© Vujàdé Ltd. – Supporting Forward Thinking Slide | Slide | © Vujàdé Ltd. – Supporting Forward Thinking 3
© Vujàdé Ltd. – Supporting Forward Thinking
George Denis Patrick Carlin (May 12, 1937 – June 22, 2008) American stand-up comedian, social critic, actor, and author ”
Do you ever get that strange feeling of vuja de?
Not déjà vu, vuja de. It's the distinct sense that
somehow, something that just happened has never happened before. Nothing seems familiar. And then suddenly the feeling is
gone. Vuja de.
“
© Vujàdé Ltd. – Supporting Forward Thinking 5
Phot
o by
: Vu
jàdé
Ltd
– J
aspe
r Bou
wsm
a
© Vujàdé Ltd. – Supporting Forward Thinking
1. CORPORATE CONSULTING
2. START-UP SUPPORT
3. INCUBATION
À PROPOS
Photo by: Vujàdé Ltd – Jasper Bouwsma
© Vujàdé Ltd. – Supporting Forward Thinking
Jasper Bouwsma Founder & CEO Vujàdé Ltd.
Photo by: Vujàdé Ltd – Jasper Bouwsma
Jasper Bouwsma is committed to supporting entrepreneurs, start-ups and established companies in bringing their innovation to market successfully.
Through his combination of start-up and corporate activities, Jasper has a unique insight in innovation, the success factors and typical reasons for failure.
Jasper was born and raised in The Netherlands, studied International Business at the University of Maastricht (NL) and University of Fribourg (CH). In addition he took courses in Innovation Strategy and Management at MIT Sloan (Boston, USA) and Stanford Research Institute (Menlo Park, USA).
Until early 2008 he worked for the Swiss national telecommunications provider Swisscom where he initiated and led its incubation activities as Head of Incubation. Autumn 2008 he founded Vujàdé Ltd.
Jasper lives with his wife, two daughters and son outside of Berne.
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
TOPIC OUR
FOR TODAY
© Vujàdé Ltd. – Supporting Forward Thinking Slide | Slide | © Vujàdé Ltd. – Supporting Forward Thinking 9
Business Modeling
© Vujàdé Ltd. – Supporting Forward Thinking Slide | Slide | © Vujàdé Ltd. – Supporting Forward Thinking 10
Business Modeling
© Vujàdé Ltd. – Supporting Forward Thinking Slide | Slide | 11
Alexander Osterwalder A Swiss Business Book author.
© Vujàdé Ltd. – Supporting Forward Thinking Slide | Slide | © Vujàdé Ltd. – Supporting Forward Thinking 12
Insert Photo of book with Jasper’s Name.
Co-Created by 470 practitioners from 45 countries.
© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Introduction Business Model Canvas | #BMGen 1
AGENDA
Design Thinking: Prototyping and Iteration 2
Levels of Mastery 3
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BUT BEFORE WE
START
© Vujàdé Ltd. – Supporting Forward Thinking
COFFEE-BREAK VALUE PROPOSITION… VIDEO
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
EXPECTATIONS YOUR WHAT ARE ?!
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Introduction Business Model Canvas | #BMGen 1
AGENDA
Design Thinking: Prototyping and Iteration 2
Levels of Mastery 3
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Introduction Business Model Canvas | #BMGen 1
AGENDA
Design Thinking: Prototyping and Iteration 2
Levels of Mastery 3
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Introduction Business Model Canvas | #BMGen 1
Introduction Business Model Canvas i.
Exercise: Case Study Nespresso #1 ii.
Tips & Tricks | Frequently Committed Mistakes iii.
AGENDA
Exercise: AirBnB & iTunes iv.
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Introduction Business Model Canvas | #BMGen 1
Introduction Business Model Canvas i.
Exercise: Case Study Nespresso #1 ii.
Tips & Tricks | Frequently Committed Mistakes iii.
AGENDA
Exercise: AirBnB & iTunes iv.
© Vujàdé Ltd. – Supporting Forward Thinking 23
QUESTION HOW MUCH DOES 1KG COFFEE COST
?
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
CHF6.95
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
CHF95.-
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
WHY HAS NESPRESSO BEEN SO SUCCESSFUL?
?
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
NESPRESSO CHANGED THE
BUSINESS MODEL FOR COFFEE
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
RESULT 2012 USD4.0B+
(BY A SINGLE PRODUCT…)
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BUZZ GROUP
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
DISCUSS & DESCRIBE WHAT YOU THINK
NESPRESSO’S BUSINESS MODEL
IS.
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BUZZZZZZZ
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
O C N E S D S
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
PLEASE EXCUSE MYFRENCH
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BUT THAT IS
BLAH BOARD ROOM BLAH BLAH
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BULL S#%T BINGO
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Business Model Canvas: Creating a common language for business modeling.
© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
© Vujàdé Ltd. – Supporting Forward Thinking
THE BUSINESS MODEL CANVAS
Alexander Osterwalder www.businessmodelgeneration.com
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
THE BUSINESS MODEL CANVAS
© Vujàdé Ltd. – Supporting Forward Thinking
THE BUSINESS MODEL CANVAS
Alexander Osterwalder www.businessmodelgeneration.com
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
THE BUSINESS MODEL CANVAS
© Vujàdé Ltd. – Supporting Forward Thinking
GETTING FROM BUSINESS IDEA TO BUSINESS MODEL VIDEO #BMGen – 01
© Vujàdé Ltd. – Supporting Forward Thinking
Albert Szent-Gyorgyi
”
A living cell requires energy not only for all its functions, but also for the maintenance
of its structure.
“
Phot
o by
: Vu
jàdé
Ltd
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Jasp
er B
ouw
sma
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Introduction Business Model Canvas | #BMGen 1
Introduction Business Model Canvas i.
Exercise: Case Study Nespresso #1 ii.
Tips & Tricks | Frequently Committed Mistakes iii.
AGENDA
Exercise: AirBnB & iTunes iv.
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Case Study Nespresso • B2C & B2B • Business Model Portfolio
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking
THE BUSINESS MODEL CANVAS
Alexander Osterwalder www.businessmodelgeneration.com
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
THE BUSINESS MODEL CANVAS
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
5’
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BUZZZZZZZ
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
1’
2’ 3’
4’
5’
© Vujàdé Ltd. – Supporting Forward Thinking
THE BUSINESS MODEL CANVAS
Alexander Osterwalder www.businessmodelgeneration.com
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
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 facilities
Distri-
bution
channels
Retail
Patents IP
(1800+ patents) Business
© Vujàdé Ltd. – Supporting Forward Thinking
ANECDOTE
© Vujàdé Ltd. – Supporting Forward Thinking
THE BUSINESS MODEL CANVAS
Alexander Osterwalder www.businessmodelgeneration.com
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
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 facilities
Distri-
bution
channels
Retail
Patents IP
(1800+ patents) Business
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
HAS TAKEN A WHILE TO BECOME
SUCCESSFUL…
NESPRESSO
© Vujàdé Ltd. – Supporting Forward Thinking
1987
© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
THE RIGHT BUSINESS MODEL CAN BE THE DIFFERENCE BETWEEN SUCCESS AND
FAILURE FOR EXACTLY THE SAME TECHNOLOGY OR
PRODUCT
© Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
WHY WILL NESPRESSO EVEN
BE MORE SUCCESSFUL?
?
© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
WE ARE MOVING FROM PORTFOLIOS OF PRODUCTS
TO PORTFOLIOS OF
BUSINESS MODELS.
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking
Albert Einstein
”
Everything should be made as simple as possible,
but not simpler.
“
Phot
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jàdé
Ltd
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Jasp
er B
ouw
sma
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Introduction Business Model Canvas | #BMGen 1
Introduction Business Model Canvas i.
Exercise: Case Study Nespresso #1 ii.
Tips & Tricks | Frequently Committed Mistakes iii.
AGENDA
Exercise: AirBnB & iTunes iv.
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
TIPS & TRICKS
© Vujàdé Ltd. – Supporting Forward Thinking
VISUALIZE YOUR BUSINESS MODEL VIDEO #BMGen – 02
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
… NEVER WRITE ON THE CANVAS Using post-its allows an easily shifting and removing of elements. Therefore the exercise stays dynamic and the business model or the value propositions can be continuously developed.
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
mothers
… ONE IDEA - ONE POST-IT Use a thick marker! No bullets, use for each point a separate post-it. This allows you easily shifting the elements and quickly testing combinations.
teenagers
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
… COLOR CODING Use different color post-its to highlight certain aspects of your business model. For example, use different color stickies if you have two very different customer segments in your business model with very different jobs-to-be done (e.g. advertisers and users). Then continue to use the same colors for the corresponding value propositions, channels, etc.
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
… VISUALS & WORDS Combining images and words to describe business model building blocks is more powerful than just using words. Our brain processes images quicker than words. Hence, images will allow viewers of your Canvas to more rapidly grasp the big picture of your model.
production customer social network
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
… GRANULARITY Don’t add too many elements when you are sketching out the strategic overview of a busi- ness model. Too many details hide the big picture. On the other hand, adding detail is appropriate when you work on the refinement of your business model, in order to test it and consider customer development.
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
FREQUENTLY COMMITTED MISTAKES
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
… ORPHAN ELEMENTS Make sure you don’t create “orphan” ele- ments in your business model. For example, every Statty in the revenue streams box needs a corresponding Statty in the customer segment and value proposition box that highlights who is willing to pay for what. You should not, for instance, have “advertising” as a revenue stream, without having an “advertiser” who is willing to pay for “an audience”
Customer
Segment
Revenue Source
Value Proposition
Orphan
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
… MIXING PRESENT AND FUTURE Make sure you clearly distinguish between presently existing business models and future ideas. Mixing them can be confusing. You can easily distinguish between the two by using color coding or by using separate Canvases.
present
future
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
… TOO MANY IDEAS IN ONE CANVAS Describing too many different ideas in the same Business Model Canvas can lead to con- fusion. Try using separate Canvases to sketch out individual ideas. If necessary you can al- ways bring them together in the same Canvas later on.
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking ”
“
Phot
o by
: Vu
jàdé
Ltd
. –
Jasp
er B
ouw
sma
Because you can't do today's job with yesterday's methods
and be in business tomorrow.
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Introduction Business Model Canvas | #BMGen 1
Introduction Business Model Canvas i.
Exercise: Case Study Nespresso #1 ii.
Tips & Tricks | Frequently Committed Mistakes iii.
AGENDA
Exercise: AirBnB & iTunes iv.
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Exercise AirBnB & APPLE iTUNES • B2B • Product to Service Centric
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
2 x 3’ EXERCISE
BUSINESS MODEL
THE BUSINESS MODEL CANVASKeyPartners
Project Name Iteration Nr
Channels
www.businessmodelgeneration.comThis 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 aletter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
Vujàdé Ltd. – Consulting I Start-up Support I IncubationElfenaustrasse 3 I CH-2502 Biel/Bienne I Switzerland +41 32 32 32 300 I [email protected] I www.vujade.comwww.slideshare.net/vujade
KeyActivities
ValueProposition
CustomerRelationship
CustomerSegments
KeyRessources
CostStructure
RevenueStreams
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
photographers
helpdesk
helpdesk
© Vujàdé Ltd. – Supporting Forward Thinking
VALUE PROPOSITIONS
KEY ACTIVITIES
KEY RESOURCES
REVENUE STREAMS COST STRUCTURE
KEY PARTNERS CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
CHANNELS
Images by XPLANE, with warm thanks to Alexander Osterwalder
© Vujàdé Ltd. – Supporting Forward Thinking
VALUE PROPOSITIONS
KEY ACTIVITIES
KEY RESOURCES
REVENUE STREAMS COST STRUCTURE
KEY PARTNERS CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
CHANNELS
Images by Mathilda, with warm thanks to Yves Pigneur
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
3’
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BUZZZZZZZ
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
1’
2’
3’
© Vujàdé Ltd. – Supporting Forward Thinking
VALUE PROPOSITIONS
KEY ACTIVITIES
KEY RESOURCES
REVENUE STREAMS COST STRUCTURE
KEY PARTNERS CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
CHANNELS
Images by XPLANE, with warm thanks to Alexander Osterwalder
© Vujàdé Ltd. – Supporting Forward Thinking
VALUE PROPOSITIONS
KEY ACTIVITIES
KEY RESOURCES
REVENUE STREAMS COST STRUCTURE
KEY PARTNERS CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
CHANNELS
Images by XPLANE, with warm thanks to Alexander Osterwalder
© Vujàdé Ltd. – Supporting Forward Thinking
VALUE PROPOSITIONS
KEY ACTIVITIES
KEY RESOURCES
REVENUE STREAMS COST STRUCTURE
KEY PARTNERS CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
CHANNELS
Images by Mathilda, with warm thanks to Yves Pigneur
© Vujàdé Ltd. – Supporting Forward Thinking
VALUE PROPOSITIONS
KEY ACTIVITIES
KEY RESOURCES
REVENUE STREAMS COST STRUCTURE
KEY PARTNERS CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
CHANNELS
Images by Mathilda, with warm thanks to Yves Pigneur
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking Source: http://stamen.com/clients/airbnb
2008
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking Source: http://stamen.com/clients/airbnb
2009
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking Source: http://stamen.com/clients/airbnb
2010
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking Source: http://stamen.com/clients/airbnb
2011
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
http://www.nytimes.com/2013/11/05/nyregion/the-airbnb-economy-in-new-york-lucrative-but-often-unlawful.html?_r=0
The Airbnb Economy in New York: Lucrative but Often Illegal By ELIZABETH A. HARRIS
… A huge amount of money hangs in the balance of this dispute, including revenue for Airbnb, as well as untold millions in hotel tax dollars that the attorney general says Airbnb has been costing the state every year. Also at stake is a discrete little economy, populated by New Yorkers who make a substantial portion of their income by renting out apartments on a short-term basis through the website, sometimes legally and sometimes not.
November 4th 2013
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking Source: http://www.tagesanzeiger.ch/wirtschaft/unternehmen-und-konjunktur/Bund-nimmt-ZimmerTeilet-unter-die-Lupe/story/25680550
© Vujàdé Ltd. – Supporting Forward Thinking
GETTING FROM BUSINESS IDEA TO BUSINESS MODEL VIDEO AirBnB
http://www.youtube.com/watch?v=PFV5wFF-Y-I
© Vujàdé Ltd. – Supporting Forward Thinking
Albert Einstein
The important thing is not to stop questioning.
Curiosity has its own reason for existing.
“
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o by
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jàdé
Ltd
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Jasp
er B
ouw
sma
”
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Introduction Business Model Canvas | #BMGen 1
AGENDA
Design Thinking: Prototyping and Iteration 2
Levels of Mastery 3
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Design Thinking & BMGen for Incubation 2
Introduction Design Thinking i.
Exercise: a bicycle and USD1’000 ii.
Vujàdé Principles iii.
AGENDA
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Design Thinking & BMGen for Incubation 2
Introduction Design Thinking i.
Exercise: a bicycle and USD1’000 ii.
Vujàdé Principles iii.
AGENDA
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
TRADITIONAL THINKING
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
DESIGN THINKING
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
PROTOTYPING
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking
Sergey Brin, Co-Founder Google
”
“The more you stumble around, the more likely you are
to stumble across something valuable.”
“
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© Vujàdé Ltd. – Supporting Forward Thinking
PROTOTYPING VIDEO #BMGen – 03
© Vujàdé Ltd. – Supporting Forward Thinking
Alexander Osterwalder
”
Once you understand business models you can then start prototyping
business models just like you prototype products.
“
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© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
DESIGN ALLOWS US TO CREATE AND DELIVER SOLUTIONS BASED ON
PEOPLE’S NEEDS
HUMAN-CENTERED
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
THE OF G
E T O U T
B U I N G I D L
© Vujàdé Ltd. – Supporting Forward Thinking ”
All truths are easy to understand once they are discovered;
the point is to discover them.
“
Phot
o by
: Vu
jàdé
Ltd
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Jasp
er B
ouw
sma
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Design Thinking & BMGen for Incubation 3
Introduction Design Thinking i.
Exercise: a bicycle and USD1’000 ii.
Vujàdé Principles iii.
AGENDA
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Exercise You have a bicycle and USD1000.- Prototype: • 3 Business Models in • 3 Minutes
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
+
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
3’
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BUZZZZZZZ
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
1’
2’
3’
© Vujàdé Ltd. – Supporting Forward Thinking
Albert Einstein
Logic will get you from A to B. Imagination will take you everywhere
“
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o by
: Vu
jàdé
Ltd
. –
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© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Design Thinking & BMGen for Incubation 3
Introduction Design Thinking i.
Exercise: a bicycle and USD1’000 ii.
Vujàdé Principles iii.
AGENDA
© Vujàdé Ltd. – Supporting Forward Thinking
THE BUSINESS MODEL CANVAS
Alexander Osterwalder www.businessmodelgeneration.com
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
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THE BUSINESS MODEL CANVAS
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© Vujàdé Ltd. – Supporting Forward Thinking ”
Get your facts first, then you can distort them
as you please.
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VUJÀDÉ PRINCIPLES THINGS WE BASE OUR WORK ON • ITERATIVE PROCESS
Through iteration you get smarter during your journey. Fail early, fail cheap!
• SHAKEN NOT STIRED Combine the best of both worlds.
• HOLY TRINITY Finding the sweet-spot between customer, business, and technology
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
HORIZONTAL ITERATION
VERT
ICAL
IT
ERAT
ION
INCREASE INSIGHT
ITERATE ITERATE ITERATE GET SMARTER DURING YOUR JOURNEY
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
NEW OLD
VJD
SHAKEN NOT STIRRED COMBINE THE BEST OF BOTH WORLDS
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
VUJÀDÉ THINKING (SHAKEN NOT STIRRED)
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
CUSTOMER
TECHNOLOGY BUSINESS
HOLY TRINITY FINDING THE SWEET-SPOT
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
HURRY… SLOWLY DEVELOPMENT OF INSIGHTS DURING VENTURES
TIME
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
DON’T FORGET THE RECYCLE BIN
© Vujàdé Ltd. – Supporting Forward Thinking
Steve Jobs ”
“Ultimately, there needs to be some gravitational force that pulls it all together. Otherwise, you can get great pieces of technology all floating around
the universe, but it doesn’t add up to much”
“
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© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Introduction Business Model Canvas | #BMGen 1
AGENDA
Design Thinking: Prototyping and Iteration 2
Levels of Mastery 3
© Vujàdé Ltd. – Supporting Forward Thinking 131
© Vujàdé Ltd. – Supporting Forward Thinking Slide | 132
© Vujàdé Ltd. – Supporting Forward Thinking Slide | 133
ELECTRICITY: 50Y
REFRIGERATOR: 40Y
INTERNET: 20Y
PC: 30Y
MOBILE PHONE: 25Y
DIESE GRAPH SHOWS TWO THINGS: 1) TECHNOLOGIES ARE BEING ADOPTED QUICKER 2) MORE TECHNOLOGIES ARE BEING ADOPTED
© Vujàdé Ltd. – Supporting Forward Thinking Slide | 134
FACEBOOK: 7Y
SCHWEIZ: 2’934’700/MONAT
(38.71% DER BEVÖLKERUNG) WELTWEIT: 979’648’940/MONAT (7.2% DER WELTBEVÖLKERUNG)
© Vujàdé Ltd. – Supporting Forward Thinking Slide | 135
http://blogs.hbr.org/2013/11/the-pace-of-technology-adoption-is-speeding-up/?utm_source=Socialflow&utm_medium=Tweet&utm_campaign=Socialflow
© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking
BUSINESS MODEL MASTERY VIDEO
© Vujàdé Ltd. – Supporting Forward Thinking Slide | Slide | 138
Curt Carlson, SRI International CEO
In exponential times, if you improve your performance incrementally
YOU FALL BEHIND EXPONENTIALLY
”
“
© Vujàdé Ltd. – Supporting Forward Thinking
Clayton Christensen, Harvard Professor & Author
”
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You may hate gravity, but gravity doesn't care
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
WRAP
UP VJD
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
REFLEXION DOCUMENT ON BIG STATTYS WITHIN YOUR GROUP:
• #BMGen: OR ? + WHY ?
• WHAT ARE YOUR 3 LEARNINGS ?
• WAYGTDOM? WHAT ARE YOU GOING TO DO ON MONDAY ?
© Vujàdé Ltd. – Supporting Forward Thinking
Pablo Picasso 1888 - 1973
Spanish painter
”
Action is the foundational key to all success.
“
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© 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 [email protected]
VujadeLtd
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FURTHER METHODS
SOME
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
COMPETITIVE ANALYSIS
SUPPLIERS & OTHER
VALUE CHAIN ACTORS
STAKEHOLDERS
COMPETITORS (INCUMBENTS)
NEW ENTRANTS
(INSURGENTS)
SUBSTITUTE PRODUCTS & SERVICES
FORESIGHT
MACRO-ECONOMICS
TECHNOLOGY TRENDS
REGULATORY TRENDS
SOCIETAL & CULTURAL TRENDS
SOCIAL-ECONOMIC TRENDS
KEY TRENDS
GLOBAL MARKET CONDITIONS
CAPITAL MARKETS
COMMODITIES & OTHER RESOURCES
ECONOMIC INFRASTRUCTURE
MACRO ECONOMIC
FORCES
INDUSTRY FORCES
MARKET FORCES
MARKET ANALYSIS MARKET SEGMENTS NEEDS & DEMAND MARKET ISSUES SWITCHING COSTS REVENUE ATTRACTIVENESS
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
CUSTOMER FOCUS
STRATEGYZER.COM
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
CUSTOMER FOCUS
STRATEGYZER.COM
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
CUSTOMER FOCUS
STRATEGYZER.COM
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
CUSTOMER FOCUS
STRATEGYZER.COM
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
CUSTOMER FOCUS
STRATEGYZER.COM
© Vujàdé Ltd. – Supporting Forward Thinking Slide | Slide | © Vujàdé Ltd. – Supporting Forward Thinking 152
THE VALUE PROPOSITION CANVAS
CUSTOMER JOBS
PRODUCTS & SERVICES
PAIN RELIEVERS
GAIN CREATORS
GAINS
PAINS
www.businessmodelgeneration.com
© Vujàdé Ltd. – Supporting Forward Thinking Slide | Slide | © Vujàdé Ltd. – Supporting Forward Thinking 153
THE VALUE PROPOSITION CANVAS
CUSTOMER JOBS
PRODUCTS & SERVICES
PAIN RELIEVERS
GAIN CREATORS
GAINS
PAINS
www.businessmodelgeneration.com
2c
1a 1a
1b
1c
3.a
3.b
3.c 2e
2d
2b 4a
4d
4c
4b
4e