1A self-developed coexistence of various creatures

ECOSYSTEMS

2Separate suppliers, delivering to competing producers, delivering to separate customers

VALUE CHAINS

A symbiotic relationships between customers, competitors, suppliers, and stakeholders

4

THE ECOSYSTEM IS A SELF-DEVELOPED, LIVING HOME OF VARIOUS CREATURES

DYNAMIC AND CO-EVOLVING COMMUNITIES OF DIVERSE ACTORS

THAT CREATE AND CAPTURE NEW VALUE

THROUGH BOTH COLLABORATION AND COMPETITION

SPECIALISTS

Where could/should you outsource to specialized actors to deliver a specific function?

Perform one specific function and allow larger entities to outsource it

6

SPECIALISTS

Where could/should you build a specialized outsource that delivers a specific function?

ENTERPRISE NATURE

Small enterprises that perform one specific function extremely well and allow a large corporate to outsource a particular function. As a result, “virtual companies” emerge, consisting entirely of specialists.

Dunnhumby provides CRM analytics for big retailers, earning their loyalty, and uncovering new retail opportunities.

Cleaner fish remove dead skin and ectoparasites from other fish, benefiting both

species.

COOPETITORS

With which direct competitor would you like to collaborate?

Direct competitors working together to share costs and efforts of development

8

COOPETITORS

Which direct competitor would you like to collaborate with?

Philips and Sony jointly set new industry standards when developing the first CD-player. Also, the open source movement is a form of coopetition.

ENTERPRISE NATURE

In the animal kingdom, different species sometimes hunt together (e.g., coyotes & badgers) to form

unlikely but mutually beneficial partnerships.

Direct competitors working together to share the cost of development, set standards, develop a new market, while maintaining their competitive offers in the market.

CROSS FEEDERS

Which institution’s success would benefit you, without you selling to them?

Companies that pursue their own interests and benefit from each other’s success

10

CROSS FEEDERS

Which institution’s success would benefit you, without you selling to them?

ENTERPRISE NATURE

“Wintel”, a partnership between Microsoft and Intel, to produce micro-processors for Windows PCs

Bees pollinating flowers enabling fertilization and reproduction of both

parties, and resulting in nuts and fruits.

Companies that pursue their own interests and benefit from each other’s success, e.g., because one company’s product creates demand for the other company’s product. Or two companies can stimulate each other to go to higher levels of performance.

SYSTEM DEVELOPERS

Which initiatives would qualify, promote, cleanse your sector?

Activities that advance the health of an industry

12

SYSTEM DEVELOPERS

Which initiatives would qualify, promote, cleanse your sector?

Industry associations, audit firms, guilds, and comparison sites.

ENTERPRISE NATURE

Institutions that provide market information, quality audits, industry promotion, lobbying, standard setting, etc. – i.e., activities that advance the health of a industry.

Bush fires allow certain plants to reproduce and evolve.

INFOMEDIARIES

What type of information would improve ecosystem functioning?

Gather and link information on behalf of their environment and its users

14

INFOMEDIARIESA special breed of system developers, infomediaries gather and link information on particular subjects on behalf of commercial organizations and their potential customers. It also works to help them take control over information gathered about them.

ENTERPRISE NATURE

What type of information would improve ecosystem functioning?

Skyscanner aggregates the most up-to-date flight prices from different travel websites;Human Rights Watch researches and monitors human rights compliance around the world.

Vervet monkeys have a distinct alarm call for leopard predators; flocking birds serve as

warning sign for approaching lions.

SYSTEM SERVICE PROVIDERS

Which services would empower sector growth?

Resources and services that empower the growth of a sector

16

SYSTEM SERVICE PROVIDERS

Which services would empower sector growth?

MailChimp offers customer support services; Hyper Island offers tech education.

ENTERPRISE NATURE

Institutions that provide resources and services that empower the growth of a sector, e.g., educational institutions, technology providers, support service providers (administration, logistics, consulting, etc.).

Soil nutrients, “circle of life”, insects.

SECTOR SHAPERS

Identify the orchestrator in your ecosystem. What is your ecosystem positioning? Can and should you assume an orchestrating role?

Shaping an industry by defining its structures, incentives, rules

18

SECTOR SHAPERS

Identify the orchestrator in your ecosystem. What is your positioning? Can and should you assume an orchestrating role?

Apple, Google, Microsoft, Salesforce, Tesla, Nike

ENTERPRISE NATURE

Beavers, Homo Sapiens

Companies that attempt to shape an industry by redefining its structure, incentives, rules of conduct in order to develop the entire market (and its share in it).

AGGREGATORS

Would your service be more valuable when combined with others?

Bundling products or services to provide an integrated service, rich in variety

20

AGGREGATORS

Would your service be more valuable when combined with others?

Virgin, Amazon

ENTERPRISE NATURE

Companies that bundle products or services (produced by others) to provide an integrated service, a rich variety of choice or buyer assurance

The Amazon rainforest, grasslands

OPEN PLATFORMS

Where could demand and supply meet in your industry?

An open market place for buyers and sellers to convene and develop

22

OPEN PLATFORMS

Where could demand and supply meet in your industry?

EXAMPLES NATURE

Marketplaces, exchanges, catalogues, libraries, trade markets: opportunities for buyers and sellers to convene, connect, trade, compare and settle prices.

eBay, Force.com, NY Stock Exchange Water pools

INTERMEDIARIES

Where is your industry off balance, in turmoil, confused, muddled – and what opportunity does this provide?

Companies that work as intermediates between buyers and sellers

24

INTERMEDIARIES

Where is your industry off balance, in turmoil, confused, muddled – what opportunity does this provide?

EXAMPLE NATURE

. Companies that exploit market inefficiencies and lower transaction costs and tend to be marginalized in stable ecosystems as players “go direct”. They become the intermediates between buyers and sellers, either in distribution and access (retailers) or in deal making and price setting (re-sellers, market makers, brokers).

Scavengers, like vultures and rats, feed on dead animal and plant material.

Consultants, real estate brokers

SECTORS

If you are in a sector, not an industry, can you articulate your system contribution?

Industries that consist of a rich variety of players servicing each other in a system

26

SECTORS

If you are in a sector -not an industry- can you articulate your system contribution?

ENTERPRISE NATURE

Industries that consist of a rich variety of players cooperating, competing, servicing each other in a system instead of a chain.

Coral reefs bring together innumerable amounts of species for co-existence and

evolution.

The complexity of medical devices forces/incentivizes the health care sector to jointly produce innovative products.

CLUSTERS

How might you group with cross-sector actors to jointly promote your interests?

Sub-groups working together with other sectors to grow and promote their interests

28

CLUSTERS

EXAMPLES NATURE

Clusters are sub-groups of actors operating in a particular sector that work together with universities and public sector to grow their sector and promote its interests (e.g., through public financing, favorable treatments).

How might you group with cross-sector actors to jointly promote your interests?

French defense industry Seagulls circling around fisher’s boats to get access to fish.

GEOGRAPHIC HUBS

Can you identify hubs that will help you gain enhanced access to resources, knowledge and expertise?

A physical concentration of research and development in a particular industry

30

GEOGRAPHIC HUBS

EXAMPLES NATURE

Geographic areas, e.g., a city or district, typically with a leading educational institution and a leading corporate in the middle that concentrate on research and development in a particular industry and include specialist firms, startups, conferences, venture capital.

Can you identify geographic hub(s) that will help you gain enhanced access to resources, knowledge and expertise?

Anting, Shanghai’s car industry hub An oasis in the desert

ADAPTORS

How does your offering adapt with changing needs of our customers over time?

Value is created by the evolution and adaptation to conditions and needs

32

ADAPTORS

How does your offering adapt with changing needs of our customers over time?

EXAMPLE NATURE

Rather than offering a static product or service, businesses are offering value that evolves with changing conditions and needs over time.

Hibernation: chipmunks and bears go into a a deep sleep during

winter time.

Zara business model is designed around rapid market adaptation, chasing latest trends by creating short turn-over cycles (from initial design to sales).

COMMUNITIES

Is your enterprise part of a community?

Groups of users that combine efforts to protect their survival

34

COMMUNITIES

EXAMPLE ANIMAL KINGDOM

Is your enterprise part of a community?

Groups of consumers, producers or suppliers that combine efforts to protect or further their interests.

Herds, i.e., large groups of animals that live and move together for joint survival.

Buyer groups, cooperatives.

35

ECOSYSTEM POSITIONING • What kind of actor(s) / ”species” are you? What is your ecosystem positioning?• Using these levers, visually map the different actors that make up your ecosystem.1. SPECIALISTSSmall enterprises that perform one specific function extremely well and allow a large corporate to outsource a particular function

2. COOPETITORSDirect competitors working together to share the cost of development, set standards, develop an new market, while maintaining their competitive offers in the market.

3. CROSS FEEDERSCompanies that pursue their own interests and benefit from each other’s success. E.g., because one company’s product creates demand for the other company’s product.

5. INFOMEDIARIESA special breed of system developers, infomediaries gather and link information on particular subjects on behalf of commercial organizations and their potential customers.

6. SYSTEM SERVICE PROVIDERSInstitutions that provide resources and services that empower the growth of a sector, e.g., educational institutions, technology providers, support service providers (administration, logitistics, consulting).

7. SECTOR SHAPERSCompanies that attempt to shape an industry by trying to define its structure, incentives, rules of conduct in order to develop the entire market (and its own share in it).

4. SYSTEM DEVELOPERSInstitutions that provide market information, quality audits, industry promotion, lobbying, standard setting, etc. – i.e., activities that advance the health of an industry.

36

9. OPEN PLATFORMSMarket places, exchanges, catalogues, libraries, trade markets: opportunities for buyers and sellers to convene, connect, trade, compare and settle prices.

10. INTERMEDIARIESCompanies that intermediate between buyers and sellers, either in distribution and access (retailers) or in deal making and price setting (re-sellers, market makers, brokers). They exploit market inefficiencies and lower transaction costs, so ted to be marginalized in stable ecosystems as players “go direct”.

11. SECTORSIndustries that consist of a rich variety of players, cooperating, competing, and servicing each other in a system instead of a chain.

13. GEOGRAPHIC HUBSGeographic areas (cities, districts), typically with a leading educational institution and a leading corporate that concentrate on R&D in a particular industry and include specialist firms, startups, conferences, and venture capital.

14. ADAPTORSRather than offering a static product or service, business are offering value that evolves with changing conditions and changes over time.

15. COMMUNITIESGroups of consumers, producers, or suppliers that combine efforts to protect or further their interests.

12. CLUSTERSSub-groups of actors operating in a particular sector that work together with universities and the public secor to grow their sector and promote its interests (e.g., through public financing, favourabletreatments).

8. AGGREGATORSCompanies that bundle products or services (produced by others) to provide an integrated service a rich variety of choice of buyer assurance.