business models work like football
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Business models are complex, yet utterly important for companies. Fortunately, many of us are football experts, since modern football and business models resemble in many ways. Drawing from this analogy helps us to understand business models and their design.TRANSCRIPT
What you can learn from FOOTBALL about BUSINESS MODELs
photo by Marina del Castell / CC BY 2.0
Business Models are complexbut distinguish winning from losing companies and hence are quite important
for your business
by Bernhard Doll @OrangeHills
let’s talk about football firstsomething even guys like me understand
“Football is a simple game; 22 men chase a ball for 90 minutes and at the end, the Germans win.“Gary Lineker (1990)
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highly complex
Define your strategy!
photo by Awaya Legends / CC BY 2.0
Winning the game!by: tiki-taka, short passing and movement, working the ball through various channels, maintaining
possession. controlling the game
overall strategy for the match
Consider ext. factors!
photo by Awaya Legends / CC BY 2.0
There is an opponent!Your opponent, weather, supporters, streaker, etc. are external factors that can strongly impact the
game!
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Choose a pattern!
photo by Awaya Legends / CC BY 2.0
A formation is the basic pattern of your team composition
this pattern serves as a vehicle for applying your strategy on the pitch
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4-4-2diamond model
Define your lineup!
photo by Awaya Legends / CC BY 2.0
11 variables on the pitch, which are highly interdependent!
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don’t chose an outstanding winger who is good at crossing, if you picked tiki-taka as strategy and fielded Messi, Iniesta & Xavi as forwards accordingly
X
Preset tactics!
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Be adaptive!In order to react to certain situations during the match, a basic formation such as 4-4-2 can be exploited in different
ways: forechecking, pressing, switching positions, midfielders pushing up, etc.
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Easy, isn’t it?!
photo by Hakan Dahlström / CC BY 2.0
back to business models
choose your strategy
a business model is related to strategy, but NOT the samea company's business model is a part of its business' overall strategy: it is the nuts and bolts behind how the company plans to achieve its goalsso keep your strategy in mind when designing your business model and align the two
consider ext. factors!
what trends affect your industry?how do competitors act?what’s on the governments agenda?how is the overall economy performing?what technological trends emerge?… who or what else affects your business model?
choose a pattern
a pattern defines the basic logic of how the building blocks of your business model play togetherevery business model should have a significant patternSt. Gallen identified 55 of such patterns: http://www.bmi-lab.ch/fileadmin/images/home/StGallen_Business_Model_Navigator.pdf
patterns can serve as inspiration when you design your own business model
define your lineup!
based on your pattern and aligned towards your strategy, you need to think through every single dimension of a business modelthese dimensions are highly-interrelated and have to be purposefully interwoven in synergetic way (e.g. don’t offer a premium product to a customer segment with a low willingness to pay)
preset tactics
keep your business model flexibleadapt your business model when the circumstances changehave a plan regarding how to react to predictable events (e.g. reactions of your competitors, new legal situations, etc.)
got it?!watch a game and get inspired
photo by Chrystian Cruz / CC BY 2.0