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Copyright © Houghton Mifflin Company. All rights reserved. 4 | 2
Learning Objectives
• Explain what a business concept is.• Position the concept in the value chain.• Develop an effective distribution strategy.• Build a business model for a new concept.
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Developing a Business Concept
• A business concept is a concise description of an opportunity that contains four essential elements:
1. The customer definition2. The value proposition and compelling story3. The product/service4. The distribution channel
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Business Concept: The Customer Definition
– The customer is the one who pays.– The end use customer is as important as the
intermediary customer.
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Business Concept: The Value Proposition
• The compelling story is the benefit that the customer derives from the product or service– It is often intangible
• The compelling story answers the questions:– Why the interest? – What problem does this solve?
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Business Concept
• The Product/Service– What does the customer need?– What is the team’s core competency?
• The Distribution Channel– How will the benefit be delivered to the
customer?
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The Concept Statement• Creating a clear and concise concept
statement is not difficult but telling a compelling story can be.
• A compelling story consists of a problem and a solution.
• The problem being solved should be presented in a simple and clear way.
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Concept Quick Test
• Am I really interested in this business opportunity?
• Is anyone else interested?
• Will people pay for what is being offered?
• Why me?
• Why now?
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The Value Chain and the Concept
• Upstream activities, those related to the production of a product or service, which may include raw materials, product development, manufacturing, and warehousing.
• Downstream activities, those associated with selling the product or service such as customer acquisition, sales transactions, and logistics.
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Forces Affecting the Value Chain
The Internet– Reduced transaction costs– Disintermediation
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The Value Chain and the Concept
• Characteristics of an effective distribution channel:– Inventory– Ownership– Financing and payment– Risk management– Member power
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The Value Chain and the Concept
• Developing a distribution strategy:– Evaluate strategies of similar companies– Look for the opportunity gaps
• Factors affecting the choice of strategy:– Costs– Market coverage– Speed and reliability
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The Business Model
• How to make money from the products and services offered:
– How will value be created for stakeholders?– How will competitive advantage be
achieved?– How to sustain efficacy of the model over
time?
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The Business Model
• Why do they fail?
– flawed logic – limited strategic choices – imperfect value creation and capture
assumptions– incorrect assumptions about the value chain
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Building a Business Model
• What are the size and importance of the revenue streams that the business model can generate?
• What costs most affect the model, and what is their size and importance to the model? In other words, what are the cost drivers for the business?
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Building a Business Model (continued)
• How much capital is required to execute the business model and what is the timing of the cash needs?
• What are the critical success factors to achieving the goals of the business model?
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When the Business Model Must Change
• Expanding the existing model • Revitalizing an established model • Taking an existing model into new areas • Adding new models via acquisition• Using existing core competencies to build new
business models • Reinventing the business model