let s go back in time to understand business models...

Transcription

1

2 let s go back in time to understand business models...

3 Time Machine

4 1958

5 [sources: Henry Chesbrough, photo: life.com]

6 revenue growth of 41% compounded for the next 20 years [sources: Henry Chesbrough, photo: xerox.com]

7 Time Machine

8 1997

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10 10 revenue of $29.32 billion ($8.5 billion net income)

11 ? what%do%both%examples% have%in%common?

12 1 business they focused on product innovation alone they empower the product through the model

13 2 business they simply copied from competitors they invented a new model

14 they could prove in advance that the model would work they had to take some 3risk and experiment

15 ? So how does one come up with successful business models?

16 1 going business beyond going product model innovation language 2design beyond going copying thinking competitors attitude 3testing beyond waiting beforefor building proof

17 business model 1 language

18 illustra(on

19 how much did the cost of home coffee consumption change for Swiss households over the last couple of years?

20 600% to 800% more

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22 Nespresso changed the business model for espresso

23 ESULTS

24 one of the fastestgrowing businesses in the Nestlé group

25 average growth of 30% p.a. since 2000

26 over 3 billion CHF annual revenue with 1 product line (3.2 bio USD)

27 buzz group

28 ? Discuss and describe what you think Nespresso s business model is

29 buzz group

30

31 ? discuss with your seat neighbor what a business model is and write down your definition

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39 Any problem can be made clearer with a picture Dan Roam, author

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41 Business Model Canvas

42 to describe, challenge, design, and invent business models more systematically

43 CUSTOMER SEGMENTS images by JAM

44 VALUE PROPOSITIONS images by JAM

45 CHANNELS images by JAM

46 CUSTOMER RELATIONSHIPS images by JAM

47 REVENUE STREAMS images by JAM

48 KEY RESOURCES images by JAM

49 KEY ACTIVITIES images by JAM

50 KEY PARTNERS images by JAM

51 COST STRUCTURE images by JAM

52 key activities value proposition customer relationships key partners customer segments cost structure key resources revenue streams channels images by JAM

53 key activities value proposition customer relationships key partners customer segments cost structure key resources revenue streams channels images by JAM

54 images by JAM

55 CANVAS OVERLAY KEY PARTNERS KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS KEY RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS images by JAM

56 CANVAS OVERLAY KEY PARTNERS KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS KEY RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS images by JAM

57 building block building block building block building block building block building block building block building block building block building block building block building block

58 illustration

59 Nespresso changed the business model for espresso

60 ????????? 91

61 B2C distribution marketing brand Nespresso club machine manufacturer production Nespresso machines households patents brand distribution channels brand brand Nespresso pods retail Nespresso.com mail order business coffee production facilites call center Nespresso stores production B2C distribution marketing brand 1 x machine sales repetitive pod sales 92

62 buzz group

63 BusinessModelGeneration.com/canvas

64 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

65 BusinessModelGeneration.com/canvas

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69 Business Model Theater

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72 but Nespresso almost failed in 1987 due to a nonperforming business model

73 machine manufacturer Nespresso system offices joint venture with manufacturer 104

74 ! the right business model can be the difference between success and failure for exactly the same technology or product

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77 ! we are moving from portfolios of products to portfolios of business models (cf Apple)

78 think b.models!

79

80 ? what is Sony Playstation s business model?

81 Sony Playstation 132

82 [source: art by Nintendo - provided by britishgaming.co.uk]

83 ? what s different in Nintendo Wii s business model?

84 four actions framework eliminate raise " reduce! create

85 buzz5group

86 eliminate raise " reduce! create

87 139

88 ! a better business model almost always outcompetes a better technology

89 Competing on Business Models

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92 design thinking 2 attitude

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94 mini5break8 out

95 you%get... +

96 design%three%extremely%different% alternanve%business%models%using% those%two%resources