let s go back in time to understand business models...
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- Robert Mosley
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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
9
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
21
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
32
33
34
35
36
37
38
39 Any problem can be made clearer with a picture Dan Roam, author
40
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
66
67
68
69 Business Model Theater
70
71
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
75
76
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
90
91
92 design thinking 2 attitude
93
94 mini5break8 out
95 you%get... +
96 design%three%extremely%different% alternanve%business%models%using% those%two%resources
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