1. How to explore business
models
Tsuyoshi Amano
Central Saint Martins
03/11/2016
2. Contents
1. Hands-on session: Marshmallow Challenge
2. What are business models?
3. Why business models?
4. Why not business plans?
5. A business model tool: Business model canvas
6. Examples of business model archetypes
7. Hands-on session: Visualise your business with business model canvas
8. Quick recap
6. What is business models?
Value
CREATE
DELIVERCAPTURE
A business model shows:
• How to create the value?
• How to deliver the value?
• How to capture the value?
14. Why not business plan?
It takes too much time to write
People don’t look back the
business plan once it’s
accepted
It doesn’t work after the first
contact with real customers
15. Why not business plan?
Value
CREATE
DELIVERCAPTURE
Also, business plan based
approaches are most likely
to focus on capturing
values.
16. Why not business plan?
Business plans are good to scale a business but not find new
opportunities.
26. Examples of business model archetypes
Direct sales
Subscription (Leasing)
Marketplace
Crowdsourcing
Blade and razor (printer and ink)
For more examples of business model archetypes, see:
Board of Innovation (2010) Business & Revenue Model Examples [Internet]. Available from:
<http://www.boardofinnovation.com/business-revenue-model-examples/> [Accessed 3 November
2016].
Johnson, M.W. (2010) Seizing the white space. Boston, Mass., Harvard Business Press.
Gassmann, O., Frankenberger, K. & Csik, M. (2014) The Business Model Navigator: 55 Models That Will
Revolutionise Your Business. 01 edition. Harlow, England ; New York, FT Publishing International.
30. Rental service
of hi-quality
traditional
Japanese crafts
Japanese
restaurant
owners
Distributors /
Sales agents
Subscription /
Monthly leasing
fee
Craftsmen skills
Distributors
Production Dedicated
customer service
Production cost
Export fee
Sales agent fee
Insurance
companies
Insurance
fee
32. A market place
specialised for
Japanese crafts Hi-end
retailers
Online platform
Commission
Sellers
(Other Japanese
craftsmen)
Online customer
service
Online operation
cost
The community
of Japanese
craftsmen
Platform
management
Community
management
36. Japanese
lifestyle
experience Hi-end
retailers
Distributors /
Sales agents
Product sales
with low profit
Craftsmen skills
Distributors
Production
Dedicated
customer service
Production cost
Export fee
Sales agent fee
Sales of
Japanese Tea
Hi-end
consumers
Direct sales
online
Online ads
PR companies
PR cost
Online
support
37. Key points of using business model
canvas
Avoid exactly visualising a “right” business model (Simplicity and
nimbleness is important)
Explore possible business models on paper without risks
40. Activity (20 mins)
Fill in the nine building blocks to visualise your business model
Put a name of the model
Modify your business model to explore by using the examples (if
you come up with a new model other than the examples, try to
visualise it instead!)
Show your business model to other people and get feedback
41. Now, you’ve got your business models
It’s time to get out of building to see if your business model(s)
actually works.
42. Also, thank you for Julia @juliagogacooke
Please keep in touch via:
E-mail: syntropylab@gmail.com
Twitter: @yo5h_a
The bullet points by Tony Thomas
http://medialoot.com/item/listicons-arrows-bullets-webfont/
Thank you very much to join!