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TRANSCRIPT
Yves Pigneur & Alex Osterwalder
people.hec.unil.ch/ypigneurAlexOsterwalder.com
@business_design / @ypigneur
Business Model Design
BusinessModelGeneration.com
35ʼ000+
more importantly...
and even...
Time Machine
1958
[sources: Henry Chesbrough, photo: life.com]
[sources: Henry Chesbrough, photo: xerox.com]
Time Machine
1997
?what do both examples have in common?
they didnʼt give a d%*&Y about the status-quo models
the business model “trumps”/enables the technology innovation
there was no way they could prove their business
models would work
?So how does one come up with successful business models?
21
Is there a formula for successful
business models?
there is none!
23
17%[photo sources: BusinessWeek.com]
yet, we can be much more systematic in our approach...
3 Themesdesign thinking
business models
ongoing process
business models
buzzgroup
?What was Appleʼs business model for the iPod? Discuss & describe it
buzzgroup
discuss with your seat neighbor what a business model is and
write down your definition
?how do boardroom discussions look like when it comes to
business model innovation?
Business Model Canvas
to describe, challenge, design, and invent business models more systematically
building blocks 9
CUSTOMER SEGMENTS
images by JAM
VALUE PROPOSITIONS
images by JAM
CHANNELS
images by JAM
CUSTOMER RELATIONSHIPS
images by JAM
REVENUE STREAMS
images by JAM
KEY RESOURCES
images by JAM
KEY ACTIVITIES
images by JAM
KEY PARTNERS
images by JAM
COST STRUCTURE
images by JAM
images by JAM
customer segments
key partners
cost structure
revenue streams
channels
customer relationships
key activities
key resources
value proposition
images by JAM
customer segments
key partners
cost structure
revenue streams
channels
customer relationships
key activities
key resources
value proposition
images by JAM
images by JAM
CANVAS OVERLAY
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
CANVAS OVERLAY
images by JAM
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
buildingblock
buildingblock
buildingblockbuilding
block
building
block
buildingblock
buildingblock
buildingblock
buildingblock
buildingblock
buildingblock
The Business Model Canvas
buildingblock
illustra-on
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
content &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
management
buzzgroup
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
WHAT IS YOUR MODEL?
?
UNDERSTANDER (interviewer) asks questions and sketches out interlocutors business model with post-it notes
EXPLAINER (interviewee) answers business model questions to help interviewer understand his/her core model
design thinking
[source: Sony Pictures]
Frank Gehry
[source: Sony Pictures]
[source: Sony Pictures]
[source: Wikimedia Commons]
?what does that have to do with business models and
my organization?
business model prototyping
napkin sketch Canvas business case field test
illustra-on
* single-use toilet bag* self-sanitizing* biodegradable* turns into fertilizer
* low production cost* (mainly) targeted at poor people
* people already pay for sanitation
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
The Business Model Canvas
buzzgroup
come up with a good business model idea of how Peepoople could build a profitable business and scale quickly
* single-use toilet bag* self-sanitizing* biodegradable* turns into fertilizer
* low production cost* (mainly) targeted at poor people
* people already pay for sanitation
ongoing process
bookstory
BusinessModelGeneration.com
the product...
the business model...
some headaches...
the solution...
the impact...
so, time to scale up...
:-)one last thing...
proj
ect:
scre
en:
date
: au
thor
:
iPad stencil, actual scale, template by hortis, le studio. Feb. 2010. http://hortis.lestudio.ch
proj
ect:
scre
en:
date
: au
thor
:
iPad stencil, actual scale, template by hortis, le studio. Feb. 2010. http://hortis.lestudio.ch
THANK YOU!BusinessModelGeneration.com
AlexOsterwalder.com BusinessModelAlchemist.com
Twitter: business_design