THE ONE-PAGE BUSINESS ECOSYSTEM STORY: A Visual Handbook for Eliminating the Pain of Traditional Business Plans

HEROES

Compete Different

WHY USE

A BUSINESS ECOSYSTEM STORY?
A Visual Handbook for Eliminating the Pain of Traditional Business Plans

Solo Developer of “Sillycon Desert”
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
“Visually Organize and Manage the World’s Ecosystems, Projects, and Trends”
Buy the ebook - “The Business DNA Model for Business Investors, Mentors, and Startups” - for $8. Visit http://goo.gl/6NFFE

“The Significant Problems We Have
Cannot Be Solved
At the Same Level of Thinking
With Which We Created Them.”

Albert Einstein
(On the Need for Paradigm Shifting or Thinking Out Of The Box)

Welcome
To
The Age of
Blended Reality Games:
(BRG)
“Where Every Thing is a Story”

Hi. My Name is
Solomon Developer.
I Live in Blended Reality,
In a Place Called “Sillycon Desert.”
My Friends and Relatives Just Call Me,
“Solo”

“We are Creating A New Kind of Reality,
One in Which
Physical and Digital Environments,
Media, and Interactions
Are Woven Together Throughout Our Daily Lives.
In This World,
The Virtual and the Physical
Are Seamlessly Integrated.”
Institute for the Future

A Story
Is
A Disruptive But Meaningful
Organization of
Information

Life
Is
The Story of An Ecosystem
That is Called
“The Universe"

Everything
Or
Every Object
Can Be Seen As
A Story and
Part of a Larger Story

Our Stories
Are
All Connected
In
The Ecosystem of the Universe


I Am …
Part of the Story of My Family,
Part of the Story of My Society,
Part of the Story of My Country,
Part of the Story of the Earth, and
Part of the Story of the Universe
I Am …

The Human Mind
Best Creates, Organizes, Manages,
Evaluates, and
Shares Information
As
Stories


A Plan
Is Essentially
A (Fictional/Evidence‐based) Story
Containing Scenes and Scripts for
Achieving
A Hierarchy of Goals in Time

Every Plan
Can Be Presented
As
A Storyboard of Scenes
That Create Greater Customer Value
Along a Timeline

As a Tool Beyond
The Maturity Stage of its Lifecycle,
The Traditional Business Plan
Is On Life Support and
Awaiting Death


Traditionally,
A Business/Strategic Plan
Does Not Focus On
Identifying, Validating, and
Solving
Customers’ Toughest Problems

A Business/Strategic Plan
Typically
Does Not Focus On
Greater Customer Value Creation
Over Time.
Focus is on Business Value Creation.

THE CRISIS: Wasteful Ecosystem of the Business/Strategic Plan
(Validated Contradiction/Problem/Value/Hypothesis)

The Traditional Business/Strategic Plan
Organizes Ideas for Achieving Business Goals.
However, It Takes a Long Time to Prepare
& Quickly Becomes Obsolete and Not Executed.
The Story in a TraditionaI Business/Strategic Plan
is Boring, Expensive, and Difficult to Update In
Today’s Highly Volatile Environment.

CONSEQUENCES OF THE BUSINESS/STRATEGIC PLAN CRISIS

Business Goals are Not Met: Declining Profit; Bankruptcy

High Rate of Failure of Businesses Especially Startups

Large Waste of Resources: Money; Time; Labor; Energy

Slow Growth or Decline of Local/Regional/National Economy

Layoffs; Rising Unemployment

Competitive Disadvantage of Business/Industry/Region

Negative Multiplier Effect in the Business Ecosystem/Economy

Wasted Opportunities for Stakeholders


OVERVIEW OF CAUSES OF THE BUSINESS/STRATEGIC PLAN CRISIS
The Operation of BUSINESS ECOSYSTEMS
Is
Invisible, Notoriously “Messy,” Highly Volatile, and Difficult to Map
As Well As Difficult to Predict and Manage.
Consequently, Rigid and Detailed Business Plans are Inadequate for
Managing Information About How Businesses and Ecosystems Work.
Note that A Business or An Enterprise
Is Considered As
An Organism That Lives in Ever Faster & Open Business Ecosystems.


A BIG CHALLENGE

One of the Biggest Challenges
In Business
Especially for Startups
Is To Find
A Profitable and Scalable Niche of Customers


So,
Before a Detailed Business/Strategic Plan
Is Prepared,
Stories of the New Business Idea or Ecosystem
Should First Be Prototyped (Plotted; Modeled;
Storyboarded), Tested, and Validated
Especially Using Feedback From
Traditional Customers and Non‐customers

10 REQUIREMENTS FOR A SOLUTION TO THE BUSINESS PLAN CRISIS

Any Alternative Story Tool or Document to a Traditional Business/Strategic Plan Should Be:

Simple (in Terms of Topics, Graphic Layout, and Content Description)
Lean or Slim: Takes Short Time to Initially Prepare (Hypotheses/Plan)
User‐friendly & Fun: Logic is Easy to Follow and Use; Fun to Present
Flexible & Modular: Easy to Upgrade; Can Be Used With Other Tools
Comprehensive in Scope: Describes Why, What, and How of Business
Scalable: Can Easily be Expanded to a Full‐Scale Management Report
Updateable & Adaptive: Can Easily be Updated, Changed, or Managed
Versatile: Can Be Used for Many and Varied Tasks in Business & Life
Facilitates Collaboration, Execution, and Performance Management
Programmatic: Includes a Timeline for All Outcomes to be Achieved

A SOLUTION: A BUSINESS ECOSYSTEM STORY

This Visual Handbook Focuses on
The Natural Story Template of
“Business Ecosystem Story”
Which Meets
All the Requirements of a Solution
To the Business/Strategic Plan Crisis

A NEW PARADIGM SHIFT: From the Traditional Business/Strategic Plan to the Business Ecosystem Story
PRESENT PROBLEM/NEED/GOAL/JOB: Huge Waste of Time, Money, and Other Resources on Plans That Are Not Executed

PRESENT SYSTEM VALUE TRANSFORMATION TOOL – FUTURE SYSTEM
(Where currently are we?) Evolve, Explore, or Disrupt: What if (Where must we go?)
(Eliminate/Reduce/Increase/Create) Short/Medium/Long‐term

Eliminate
Traditional               * Lots of Paperwork; Complexity Business Ecosystem
Business/Strategic Plan * High Failure Rate of Projects Story

Reduce
* Preparation Time; Cost; Waste DREAM/

VISION/
Not Focused On Efficiently Increase Maximization of CUSTOMER VALUE
Ideal
Identifying, Validating, and Solving * Execution; Versatility; Scalablity
Final
Customers’ Toughest  Problems * Customer Feedback; Productivity Maximization of DELIGHT
Result
* Testing; Iteration; Learning (IFR):
Boring; Voluminous Minimization of PAIN
Create Value
Expensive * Ecosystem Story: (Pre)Feasibility (+/‐)
* Minimum Viable Story (Brand/
Difficult to Update    Value Proposition)
* Fun; Collaboration

CONSTRAINTS (What are constraints/obstacles/barriers/problems that prevent full realization of future system/vision/dream/IFR)?

• Psychological Inertia: Reluctance and fear to change to a different system or tool; Little or no formal knowledge about business ecosystems
• Competing Tools for Organizing and Managing Ideas to Achieve Business Goals; Traditional Business/Strategic Plan; Business Model Canvas
• Time, Effort, and Cost as Well as Lack of Community for Learning How to Use New Tools for Organizing and Managing Business Stories


The Deep Structure of
A Business Ecosystem Story
is Based on
The Universal Organizing Principle of
“End” and “Means”:
WHY? WHAT? HOW?
End Means


Let’s Start With …


WHY?


Why Use a Business Ecosystem Story?

Business Ecosystem Stories
Would Radically Change
How You See Things in Business & Life
As Well As Help You Make
A Positive Dent in the World

The Business Ecosystem Story
Is
A Universal Planning & Management Tool
(Natural Story Template)
That Supersedes
Traditional, Rigid, and “Boring” Plans:
  Business Plans; Value Chain Plans; Business Model Plans
  Strategic Plans; Marketing Plans; Performance Dashboards
  Product Plans; Personal Development (HR) Plans

6 Other Reasons
Why You May Want to Use


Story #1:
Build a
Disruptive Business Ecosystem
That Competes Differently and
Makes Competitors Irrelevant

Story #2:
Deeply Inspire, Engage, and Align
Employees and
Other Stakeholders in
Your Business Ecosystem

Story #3:
Maximize Current Attractiveness
‐ Maximize Delight (Strengths) and
Minimize Pain (Weaknesses) ‐
Of Your Business Ecosystem

Story #4:
Maximize Future Attractiveness
‐ Maximize Opportunities and
Minimize Threats (Risks) ‐
Of Your Business Ecosystem

Story #5:
Identify,
Validate, and Solve
Customers’ Toughest Problems or
Big Urgent Market Problems

Story #6:
Simply Translate
Your Dreams, Vision, and Plans
Into
Reality

Let’s Go On To …


WHAT?


What is a Business Ecosystem Story?
A Business Ecosystem Story Is
A Natural Story Template (End‐Means Model)
For Identifying, Validating, and Solving
Customers’ Toughest Problems.
A Business Ecosystem Story Comprehensively
Maps The Story (Why‐What‐How) of
Any Organization: Past, Present, and/or Future

In Particular,
Visually Answers
3 UNIVERSAL STORY QUESTIONS (USQ):

WHY does the organization exist?

WHAT needs does the organization fulfill?

HOW does the organization fulfill needs?

Using the List of Outcomes
For a Completed Business Ecosystem Story
Together With the Framework of
The 3 Universal Story Questions,
You Could Narrate
Engaging “Why‐What‐How” Stories
For
Any Given Business Ecosystem or its Parts

A Successful Business Ecosystem Story
Reflects
The Logic of
A Validated
Customer Problem – Solution
(Product‐Market Fit)


Every Stakeholder in Every Organization
Must Always Know, Read, and Understand
Its Business Ecosystem Story
Because
Contains the Logic of
Why and How a Business Ecosystem
Succeeds or Fails in Adding Great Value

Is
An Important Tool for
Organizational Storytelling,
Planning, Decision‐Making, and Management:
Every Decision, Action, Initiative, or Project
Impacts or Is Impacted By
The Business Ecosystem

Who Uses a Business Ecosystem Story?
Organizations: Profit/Not‐for‐Profit
Investors; Financiers; Board of Directors
Leaders; Managers; Corporate Storytellers
Business Accelerators/Incubators/Communities
Business Advisors/Mentors/Coaches/Bloggers
Planners; Strategists; Marketers; Inventors
Business Model Innovators; Problem Solvers
Startups; Entrepreneurs; Professionals; Students

4 CATEGORIES OF NEEDS IN A BUSINESS ECOSYSTEM
PHYSICAL Needs EMOTIONAL Needs

4 CATEGORIES OF
NEEDS IN
INTELLECTUAL Needs SPIRITUAL Needs
A BUSINESS ECOSYSTEM


Uses
A Business Ecosystem
As
A Unit of Storytelling,
Planning, Analysis, Design, Innovation,
And Performance Management

General Definition of Business Ecosystem
A “Business” or An “Enterprise”
Is
A System, Living Organization, or An Organism
With Physical, Intellectual, Social, and/Or Spiritual Goals
For Viably Solving
The Problems of Customers, the Business, and Society.
A BUSINESS ECOSYSTEM
Is
A Supersystem or Superorganism

Specific Definition of Business Ecosystem
A Business Ecosystem is
A Scene, Frame, Snapshot, Storyboard, Story Plot,
Dashboard, Business Model, or Dynamic Simulation of
A Superorganism, Living Organization, or Community
That Viably Pursues and Achieves a Hierarchy of Goals
Especially of
Increasing the Number of Profitable “Species” &
Delivering Greater Value in the Ecosystem


BENEFITS OF USING A BUSINESS ECOSYSTEM STORY

Universal Storytelling Language &         Shared Understanding & Greater Focus Shared Vision & Value
Faster Knowledge Transfer

Greater Productivity & Success;   BENEFITS OF Versatile, Fractal & Scalable Platform:
Unique Insights & Opportunities Basic Tool for
USING “Business Theory of Everything”

A BUSINESS ECOSYSTEM STORY
(Natural Story Template)

Simple and Memorable Outline of         Fun Metaphor & Collaboration for Easier Updates &
9 Topics: “SEMPORCES” Customer Problem Solving Performance Management


Let’s Conclude With …


HOW?


How Are Business Ecosystem Stories Structured?

Every Business Ecosystem Story
Has
The Same Topics, Parts, Modules, Skeleton,
Acts, Configuration, or Structure of Elements:
9 Archetypal Topics or Basic “Species”
That are
Arranged in a Linear Pattern Such As in
A Chain or River

The 9 Topics of a Business Ecosystem Story: SEMPORCES
S Suppliers/Inputs/Partners
E
E Employees/Brand/IP/etc.
C
M   Machinery/Tool/etc.
O
P   Process/Strategy
S
Y
O Output (Product/Service)
S
R Retailers/Channels (CRM)
T
C Customers/Consumers
E
E Environment (Global) M

S Shared Value (Delight/Pain)


Example 1: Business Ecosystem Story of SOUTHWEST AIRLINES (1971)
S Suppliers/Inputs/Partners: Capital; Boeing; Fuel Suppliers
E
E Employees/Brand/IP/etc.: Founders; Fun and Lean Crew
C
M   Machinery/Tool/etc.: 737 Aircrafts; Secondary Airports
O
P   Process/Strategy: Frequent Point‐to‐Point Flights
S
Y
O Output (Product/Service): Reliable & Very Low Priced Flights
S
R Retailers/Channels (CRM): Check‐in Booth (in Airports)
T
C Customers/Consumers: Low‐end Market/‘Local Tourists’ E
Validated Pain and Problems of Long Haul Airlines: Expensive Flights; Rigid Schedules; Inconvenient Access to Airports
E Environment (Global): Long Haul Airlines: United Airlines; … M
Shared Value (Delight/Pain): “The Speed of a Plane at the

S
Price of a Car … Whenever You Need It”; Extraordinary ROI

Example 2: Business Ecosystem Story of CIRQUE DU SOLEIL (1984)
S Suppliers/Inputs/Partners: Capital; Prop Makers
E
E Employees/Brand/IP/etc.: Founders; Actors/Acrobats/Clowns
C
M   Machinery/Tool/etc.: Glamorized Tents; Unique Theater
O
P   Process/Strategy: Multiple Theater‐Circus Productions
S
Y
O Output (Product/Service): Thematic Theater‐Circus Show
S
R Retailers/Channels (CRM): Ticket Offices; On Site (Sale)
T
C Customers/Consumers: Higher Income Adults/Families
Validated Pain and Problems of Traditional Circus: ‘Crass’ Circus Entertainment in ‘Crass’ Venues; Abuse of Circus Animals E
E Environment (Global): Ringling Bros …; Regional Circuses; … M
Shared Value (Delight/Pain): Artistic and Musically Themed

S
Circus Show; Extraordinary ROI; “We Reinvent the Circus”

Example 3: Business Ecosystem Story of GOOGLE SEARCH (1998)
S Suppliers/Inputs/Partners: Capital; Content Owners on Web
E
E Employees/Brand/IP/etc.: Founders; Proprietary Algorithm
C
M   Machinery/Tool/etc.: Search Engine; IT Search Platform
O
P   Process/Strategy: Manage IT Platform/Auction; Blue Ocean
S
Y
O Output (Product/Service): Accurate Results; Targeted Ads
S
R Retailers/Channels (CRM): google.com; Affiliated web sites
T
C Customers/Consumers: Advertisers; Web searchers
Validated Pain and Problems of Traditional Search Engines: Poorly Targeted and Annoying Ads; Inaccurate Search Results E
E Environment (Global): Yahoo; Overture; Ask; Alta Vista; … M
Shared Value (Delight/Pain): Free and Accurate Results;

S
Targeted Ads; Extraordinary ROI; “Do No Evil”

Narrative: 3 Ecosystem Story Questions for
An Organization’s Business Ecosystem Story

WHY does [Organization] exist?

WHAT needs does [Organization] fulfill?

HOW does [Organization] fulfill needs?


Template #1: Business Ecosystem Story of …………………………………..
S Suppliers/Inputs/Partners:
E
C
O
P   Process/Strategy
S
Y
S
T
Validated Pain and Problems of Traditional (Top Dog) Products/Services E



Template #2: Customer (Underdog) in a Business Ecosystem Story
S Suppliers/Inputs/Partners: Alliances
E Employees/Brand/IP/etc.: Mentor; Supporting Team E

M Machinery/Tool/etc.: Special or Unique Tool/Place C
O
P Process/Strategy: Plot; Stratagems/Strategies/Tactics; Job
S

O Output (Product/Service): Super Tool/Service/Information Y

R Retailers/Channels (CRM): Distributor/Media/Messenger S
T
C Customers/Consumers: Hero (Protagonist); Problems; Needs
E Environment (Global): Antagonist; Competitors; Constraints
M
S Shared Value (Delight/Pain): Shared Dream/Vision/Value/
Ideals/ Goals/Results/Outcomes

Template #3: Customer Ecosystem Story of …………………………………..
S Suppliers/Inputs/Partners:
E
C
O
P   Process/Strategy
S
Y
S
T



Ecosystem Story: Underlying Logic of “SEMPORCES” Chain
S Suppliers/Inputs/Partners
Upstream
Left Brain – Evaluate E
E Employees/Brand/IP/etc. HOW?
SUPPLY SYSTEM
[D]esign System (Inside the Enterprise) C
‐ Input/Processing/Output (System) O
P   Process/Strategy
Product‐Market Fitness      S
(Feedback)
Y
O Output (Product/Service) Midstream
Right Brain – Explore S
R Retailers/Channels (CRM) WHAT?
DEMAND SYSTEM
[N]eeds System (Outside the Enterprise) T
C Customers/Consumers ‐ Global/Local Environment
E
Downstream
E Environment (Global) WHY?
M
[A]spirations         Total Brain – Envision
System                   SHARED VALUE

S Shared Value (Delight/Pain) ‐ Result (Effect) (= Delight/Pain)


Business Ecosystem Story as a Fractal of 9 Stories
S Suppliers Story
E
E Employees/Brand Story
C
M   Machinery/Tool Story
O
P   Process/Strategy Story
S
Y
O Output (Product/Service) Story
S
R Retailers/Channels (CRM) Story
T
C Customer/Consumer Story
E
E Environment (Global) Story M

S Shared Value (Delight/Pain) Story


The 9 Topics
Of
Can Be Used
As
Interview Topics
For
Stakeholders in an Ecosystem

The Growth and Prosperity
Of
Individuals and Enterprises
Critically Depend On
The Health and Lifecycle Stage
Of
Their Business Ecosystems


Can
Efficiently and Cost Effectively Be Used
To Identify, Validate, and Solve
Customers’ Toughest Problems
Especially
Big Urgent Market Problems (BUMPs)


BRG #1: Business Ecosystem Story ‐ Translation
* Print out/Draw Large (“SEMPORCES”) Templates
   for the Business Ecosystem Story
* Translate Each of Your Following Documents:
  Business Plan; Strategic Plan; Product Plan; Business Idea
  Business Model (Canvas); Value Chain; Balanced Scorecard
  Mission/Vision/Value Statements
  Dreams/Vision
Into a One‐Page Business Ecosystem Story

BRG #2: Business Ecosystem Story ‐ Evaluation
* Print out/Draw Large (“SEMPORCES”) Templates
   for the Business Ecosystem Story
* Map/Document and Evaluate Customers’ Problems
   Using a One‐Page Business Ecosystem Story  of
  Your Business
  Your Main Customer’s Business
  Your Supplier’s Business
  Your Main Competitor’s Business


BRG #3: Fun Collaborative Project
Use a Social Media Platform
Such as Twitter
To Collaboratively Prepare
A Story For Your Organization or Project:
[Organization’s] Business Ecosystem Story.
Each Collaborator Submits a Description for
Each of 9 Topics of the Business Ecosystem:
S‐E‐M‐P‐O‐R‐C‐E‐S

BONUS


BUSINESS ECOSYSTEM PROJECT MANAGEMENT

MAPPING, PLANNING, AND MANAGING
ANY EVENT
OR
ANY BUSINESS ECOSYSTEM STORY
IN
SPACE AND TIME

Building
A Profitable & Sustainable Business Ecosystem
Involves
Planning, Executing, and Managing
The Story of
An Arduous Epic Journey


The Disruptor’s Arrow of Time
Is
An All‐in‐One Tool
As Well As
A Living Map
For
Effectively Managing Stories in Space and Time


You Can Use the Visual Tool of
The Disruptor’s Arrow of Time (DAT)
To Plan, Present, and Manage
The Evolution of Any Ecosystem Story:
Enterprises; Non‐profit Organizations;
Tools; Products; Facilities;
Employees; Teams; Society; Industries;
the World; Universe

Presents
Two or More Scenes, Systems, or Ecosystems
That Are
Arranged in a Timeline.
A Value Transformation Tool or Process
Occupies the Space Between
Past & Present as well as Present & Future

Can Be Used to Answer
The 6 Customer Problem Solving Questions:
What is the existing situation or problem?
Where were we?
Where currently are we?
Where must we go?
How should we get there?
What are the constraints?

Disruptor’s Arrow of Time (DAT): ………………………………………..…………….………………….. Client/Customer: ………….………………..…….……

PROBLEM/NEED/GOAL/JOB: ………………………………………..………………………………………………………. Date: ………………………………….……

PRESENT “SYSTEM” VALUE TRANSFORMATION TOOL – FUTURE “ SYSTEM”

“Red “Blue

Ocean” Ocean”

DREAM/

VISION/
Ideal
Final
Result
(IFR):
Value
(+/‐)



ECOSYSTEM Story on Arrow of Time (ESAT): ………………………..…………….………………….. Client/Customer: ………….………………..…….……

PROBLEM/NEED/GOAL/JOB: ………………………………………..………………………………………………………. Date: ………………………………….……

PRESENT “ECOSYSTEM Story” VALUE TRANSFORMATION TOOL – FUTURE “ ECOSYSTEM Story”

S S

E E

M M

DREAM/
P P
VISION/
Ideal
O O
Final
R R Result
(IFR):
C C Value
(+/‐)
E E
S S



This Blended Reality Presentation
Is
Available for
FREE ON THE INTERNET


Why Not
Download a Copy,
Now?


Please Share
‐ Especially on Social Media
Such As Twitter and Facebook ‐
This Blended Reality Story
In Your Ecosystem Involving
Colleagues, Friends, and
Family


Let’s
Reinvent the Way
Business Plans and Stories
Are
Created, Organized, Managed,
Evaluated, and Shared

Help to
“Radically Improve
The World’s Greatness”


See the Universe
Through
A Blended Reality Lens
Using The Natural Story Template
Of
“S‐E‐M‐P‐O‐R‐C‐E‐S”

Life must be lived forward …

.Backwards Understood Be Only Can But

Based on a Quote by Soren Kierkegaard

Danish Philosopher


THE ONE-PAGE BUSINESS ECOSYSTEM STORY: A Visual Handbook for Eliminating the Pain of Traditional Business Plans

THE ONE-PAGE BUSINESS ECOSYSTEM STORY: A Visual Handbook for Eliminating the Pain of Traditional Business Plans

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THE ONE-PAGE BUSINESS ECOSYSTEM STORY: A Visual Handbook for Eliminating the Pain of Traditional Business Plans