vdml guest lecture u gent, november 2013
TRANSCRIPT
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Value Delivery Modeling Language (VDML)
Ghent University, November 18, 2013
Henk de Man
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If You are in this Job ..
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How would You do this ?!
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Status Quo
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VDML Vision
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Business Model Innovation
How to represent these ? How to relate these ? How does the business operate, as a value-creating system, based on these ?
=> We need a modeling language !
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New modeling language: VDML
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VDML Purpose
• Supporting value-driven business design• Turning your business into a value network
– Focuses on the flow of deliverables and contributions of value» Contributions of value by activities
– Provides higher level of abstraction of the business» What it does, how it performs, who is responsible
• Addressing business challenges– Finding the most profitable model and efficient partnership
arrangement for your business at given point in time.– Complexity of many service capabilities provided, delivered
and managed across organization/company boundaries.» Computerized models to help better analyze and manage
these complexities for decision making.
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VDML “Blood Donors”
Most are represented in “VDML team”
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BPMNCMMN
VDML
BMM
SoaML UML
SMM
Business Motivation Model (BMM)
Value Delivery Modeling Language (VDML)Structured Metrics Metamodel (SMM)Case Mangement Model and Notation (CMMN)Business Process Model and Notation (BPMN)Service Oriented Architecture Modeling Language (SoaML)Unified Modeling Language (UML)
NEW
NEW
Revised, for VDML
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VDML Positioning
BMM
SMM
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Some VDML Definitions
• Value: Measurable factor of benefit, of interest to a recipient, in association with a deliverable
• Value Proposition: Expression of the values offered to a recipient evaluated in terms of the recipient’s level of satisfaction
• Capability: Ability to perform a particular kind of work and deliver desired value
• Collaboration: Collection of participants joined together for a shared purpose or interest
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VDML Concepts
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Business Model & VDML
Value formulas
Network partners
Value propositions
Customers
Activities
Capabilities
Similar to but simpler than Osterwalder (source: Peter Lindgren, NEFFICS)
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Activitity Network (Activities)
Capability Management (Capabilities)
Role Collaboration (Network Partners)
Measurement Dependency (Value Formula)
Role Collaboration (Customers) Value Proposition Exchange
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Business Model: Royal Bed
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Business, with BMs
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Business Model: Classic Bed
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Design Methodology
Organization Capabilities
Lines of Business Networks
Capability Application
Value Analysis
Value Library
Role Library
Capability Library
Business Item Library
Measure Library
Practice Library
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Library-based guidanceCap
abilit
ies
Capab., Bus. Items
Roles, Capabilities, Business Items
Role, Business Items
Characteristics, Measures
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Step 1: Organization Capabilities
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Capability Library (“Capab. Map”)
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Capability versus Capability Offer
Capability Offers(or “Configurations”, “Incarnations”)
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Capability Management
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Capability Method
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Capability loose coupling
Decoupling via Stores
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Capability drill-down from BM
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Complementary aspect diagrams
Search & navigate to build total picture
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Step 2: Lines of Business Networks
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Business Network: 3 Views
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Drill-down from BM
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Step 3: Capability Application
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Capability Application
ActivityCapability
Method
Capability Offer design
Capability Offer“provided service”
“type of work”
“service consumer”
require
support
delegateprovide apply
Capability Method design
Activity designCapability Library design
“service implementation”
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Delegation Context
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Scenario / Context Tree
Context-based Measurements
Context-based Assignment of Roles
Context-based Business Item Inputs and Outputs
Scenario-based analysis
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Step 4: Value Analysis
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Value Components
Value Proposition as Objective
For Customers
May also be for Management
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Value Proposition as Objective
ValuationAppreciationWeight
From recipient’s perspective
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Trace back source of Value
“Value Add”, conveyed by Output
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Trace back source of Value
Value traced back further ( “Aggregated From”)
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Value Aggregation
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Value Aggregation
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Value Formula => Value Margin
+
-
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Coming: VDML Community
http://www.vdmbee.com/
http://www.vdmbees.com/
http://www.vdmbeehive.com/ VdmBees, or VBees
Community to foster VDML-related business & activity
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Some References
– VDML Specification: http://www.omg.org/cgi-bin/doc?bmi/2013-11-03; non-members to contact [email protected]
– VDML versus BPMN: http://www.omg.org/cgi-bin/doc?bmi/2013-11-01; non-members to contact [email protected]
– VDML Blog: http://fredacummins.blogspot.nl/ – EU Project NEFFICS: http://neffics.eu/
– Capability Analysis with VDML: www.cutter.com/offers/valuechain.html
– Business Model Innovation, BM Cube: http://riverpublishers.com/journal.php?j=JMBMIT/1/3
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Backup Slides
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VDML versus ArchimateVDML Archimate 2.0
Business oriented, aligned with IT IT oriented, aligned with Business
Rich semantics Shallow semantics
Focus on understanding of system operation *)
Impact, Causality, Consistency, AccountabilityBasis for calculation, simulation, transformation
Focus on navigation and search only
Context-sensitiveObjects are analyzed in context
Context-unawareObjects are abstracted from context
*) Archimate addresses “Process”. Is Archimate sufficient as BPM spec? Similarly Archimate is not sufficient as VDM spec
For comparision and relation between VDML and BPMN, see http://www.omg.org/cgi-bin/doc?bmi/2013-11-01
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Value Proposition Exchange
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Role Collaboration
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Capability Library