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ess model
b usin
innov ation

                ed
a ta lk prepar
                     er
by alex   osterwald
                   r
and yv   es pigneu



         mber   2011
 HEC Nove
n
service desig ytelling
sc enario & stor
task analysis
 prototyping              s
 from servi  ce to busines
 servi ce blueprint
                       t
  proces s managemen
  measuring

       ness model  innovation
  busi
  ‣busin  ess model
       ronment as sessment
  envi              patterns
  busi  ness model
Business Model Innovation
service innovation




FLICKR.COM
process innovation




FLICKR.COM
business model innovation




FLICKR.COM
Time Machine
1958
[sources: Henry Chesbrough, photo: life.com]
Time Machine
1997
Business Model Innovation
?
what	
  do	
  both	
  examples	
  
  have	
  in	
  common?
1
        they	
  focused	
  on	
  
     product	
  innova8on	
  
                     alone	
  
      they	
  empower	
  the	
  
    product	
  through	
  the	
  
         business	
  model
2     they	
  simply	
  copied	
  
       from	
  compe8tors
    they	
  invented	
  	
  a	
  new	
  
             business	
  model
3
        they	
  could	
  prove	
  in	
  
    advance	
  that	
  the	
  model	
  
                     would	
  work
     they	
  had	
  to	
  take	
  some	
  
       risk	
  and	
  experiment
“   The enemy of
innovation are two
words - prove it -
you can not prove


                                       ”
      any new idea


    Roger Martin, Dean Rotman School
?
So	
  how	
  does	
  one	
  come	
  
  up	
  with	
  successful	
  
     business	
  models?
123
going	
  beyond	
  
 business	
           going	
  beyond
                        design	
        going	
  beyond
                                         ongoing	
  
   product	
             copying           wai8ng
  model
 innova8on             thinking
                       compe8tors        process
                                          for	
  proof
business	
  

               1
model
Business Model Innovation
common	
  language	
  
                  	
  
Business Model
Canvas
to describe, challenge,
design, and invent
business models more
systematically
CUSTOMER SEGMENTS




DESCRIBING WHO A COMPANY OFFERS VALUE TO   images by JAM
VALUE PROPOSITIONS




DESCRIBING A COMPANY’S OFFER   images by JAM
CHANNELS




DESCRIBING HOW A COMPANY REACHES ITS CUSTOMERS   images by JAM
CUSTOMER RELATIONSHIPS




DESCRIBING THE RELATIONSHIPS A COMPANY BUILDS   images by JAM
REVENUE STREAMS




DESCRIBING HOW A COMPANY MAKES MONEY   images by JAM
KEY RESOURCES




DESCRIBING WHAT CAPABILITIES ARE REQUIRED   images by JAM
KEY ACTIVITIES




DESCRIBING WHAT ACTIVITIES ARE REQUIRED   images by JAM
KEY PARTNERS




THE PARTNERS THAT LEVERAGE THE BUSINESS MODEL   images by JAM
COST STRUCTURE




DESCRIBING THE COSTS OF A BUSINESS MODEL   images by JAM
key      value          customer
            activities   proposition      relationships




    key                                              customer
partners                                             segments




    cost                                             revenue
structure          key                               streams
             resources                 channels

                                                          images by JAM
The Business Model Canvas
   KEY          KEY       OFFER     CUSTOMER      CUSTOMER
PARTNERS     ACTIVITIES           RELATIONSHIPS   SEGMENTS




                KEY                 CHANNELS
             RESOURCES




       COST STRUCTURE              REVENUE STREAMS




                                                       35
building                                    building
                     block                                       block


                          building
                                                                                      building
                             block              building
building                                         block                                block
 block


                                                           building
                                                            block
                       building
                        block                                         building
                                                                      block




                                     build
                                          ing
      bu   ilding                    bloc
                                                                           building
                                         k
           block                                                            block
BusinessModelGenera8on.com
Business Model Innovation
Business Model Innovation
“the wall is the desk of the future” (Dave Gray)

                                               40
Business Model Innovation
illustra(on
CIRQUE DU SOLEIL
Cirque du soleil




            nage   recruit talents
stage & ma
   spectacle &                             eliminate
    logistics                                                           theater &
                                     star & animal shows
                                                                          opera
                                                                          visitors

                                     artistic
                                      circus
                                                                 new untapped
                                             ns                     market
                                 without lio
         artistic feel &                             internet

          atmosphere                                 booking




                                                                higher ticket
                                                increase            prices
                                                  price
1
break	
  out
Business Model Innovation
?
describe	
  the	
  Nespresso’s	
  business	
  
     model	
  using	
  the	
  canvas
?       ?

?                       ?
            ?

        ?       ?




    ?               ?


                            48
take-­‐away




    1
 Focusing	
  on	
  product	
  innova8on	
  is	
  
not	
  enough	
  anymore,	
  empower	
  the	
  
 product	
  through	
  a	
  business	
  model
design	
  

             2
thinking
analytical            intuitive
thinking              thinking

          thin king
   design
“   business people
    don’t just need to
    understand
    designers better;
    they need to
    become designers
                                       ”
    Roger Martin, Dean Rotman School
the  desig   ner’s
t ool kit ...
prototyping
[source: Sony Pictures]
Business Model Innovation
[source: Sony Pictures]
Business Model Innovation
[source: Sony Pictures]
?
what	
  does	
  that	
  have	
  to	
  do	
  with	
  
     business	
  models	
  and	
  
           organiza8on?
Business Model Innovation
62
Business Model Innovation
64
Business Model Innovation
customer	
  
insight
analyze from the customer perspective
PARTNER            KEY        OFFER     CUSTOMER          CUSTOMER
NETWORK          ACTIVITIES           RELATIONSHIPS       SEGMENTS




                   KEY                DISTRIBUTION
                RESOURCES              CHANNELS




          COST STRUCTURE                REVENUE STREAMS
Jan Chipchase
    (Nokia)
his main
weapon
India mobile
   study
71
2
break	
  out
Business Model Innovation
Jigar Shah
?
where	
  is	
  solar	
  energy	
  
 par8cularly	
  useful?
in the context of shopping centers
                                     76
?
brainstorm	
  and	
  describe	
  a	
  
business	
  model	
  for	
  a	
  solar	
  
        company
1


                       m
                       shid- in
                         opp to
                        large g
solar pananel
            el         center
solar p                        s
                     organizatio
                                ns
          tion
installatio
             n
 installa




                                78
take-­‐away




     2
don’t	
  fall	
  in	
  love	
  with	
  your	
  first	
  idea,	
  
 because	
  it	
  will	
  become	
  difficult	
  to	
  
             con8nue	
  exploring
ongoing	
  

              3
process
uncertainty/patterns/insight                             clarity/focus




                      research                                 designing business model    business model design to
                    & understand                                      prototypes               be implemented




[Source:	
  adapted	
  from	
  Damien	
  Newman,	
  Central]                                                     81
Steve Blank
83
a	
  business	
  model	
  might	
  look	
  
great	
  on	
  paper...


                     building
                      block

                                                                  building
                        buildin                                    block
                                g blo
                         block
                                      ck
      building
       block                                building
                                             block
                                                                                 build
                                                                                       in
                                                                                 block g


                                                       building
                     building                           block




                                                                                            ..	
  but	
  aUer	
  all	
  it	
  
                      block

                                                                   build
                                                                         in
                                                                   block g




                                                                                            is	
  only	
  a...
          building                buil
                                      d
           block                  blo ing
                                      ck

                                                                      buildin
                                                                             g
                                                                      block
... a set of hypotheses


        guess                guess
           guess
                    guess               guess
guess
                            guess
          guess                guess


                gues
  guess             s               guess
you	
  needs	
  to	
  get	
  out	
  of	
  the	
  building	
  
and	
  ...
test	
  each	
  hypothesis
(e.g.	
  with	
  customers)
88
...	
  adapt	
  the	
  business	
  model
 un8l	
  you	
  can	
  prove	
  it	
  works




customer            customer        customer    company
discovery           validation       creation    building

            pivot
only	
  then	
  should	
  you	
  build	
  your	
  
company	
  or	
  launch	
  the	
  project,	
  else	
  
you’ll	
  risk...
burning	
  your	
  cash	
  while	
  searching	
  
for	
  a	
  business	
  model
Business Model Innovation
take-­‐away




   3
un8l	
  it’s	
  in	
  the	
  market	
  there	
  is	
  no	
  
proof	
  that	
  even	
  the	
  best	
  	
  business	
  
    model	
  on	
  paper	
  will	
  work
3
break	
  out
Pascal Meyer
               95
?
       using	
  the	
  canvas
describe	
  the	
  business	
  model	
  for	
  
Business Model Innovation
business	
      design	
     ongoing	
  
 model         thinking      process
business
        model

r eview ✓ common language
        ✓ 9 blocks
        ✓ managing as designing
        ✓   entrepreneurial spirit
Thank you ...



 contact@alexosterwalder.com
        yves.pigneur@unil.ch

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