how to explore business models
TRANSCRIPT
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How to explore business models
Tsuyoshi AmanoCentral Saint Martins
03/11/2016
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Contents1. 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 canvas6. Examples of business model archetypes
7. Hands-on session: Visualise your business with business model canvas
8. Quick recap
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Hands-on session:The marshmallow challenge
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The instruction of the marshmallow challengeQhttp://www.tomwujec.com/design-projects/marshmallow
-challenge/
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What are business models?
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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?
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But, why business models now?
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But, why business models now?
Value
CREATE
DELIVERCAPTURE
Too much focus on creating values (Product innovations)
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But, why business models now?
Value
CREATE
DELIVERCAPTURE
Too much focus on delivering values (Marketing innovations)
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But, why business models now?
Value
CREATE
DELIVERCAPTURE
Just ripping off?
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But, why business models now?
Value
CREATE
DELIVERCAPTURE
The value of using the business model approach is the holistic perspective
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Why not business plan?
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Why not business plan?QIt takes too much time to
writeQPeople don’t look back the
business plan once it’s accepted
QIt doesn’t work after the first contact with real customers
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Why not business plan?
Value
CREATE
DELIVERCAPTURE
Also, business plan based approaches are most likely to focus on capturing values.
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Why not business plan?
Business plans are good to scale a business but not find new opportunities.
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A business model tool:Business Model Canvas
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A framework of business models
Value
CREATE
DELIVERCAPTURE
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CREATE DELIVER
CAPTURE
VALUE
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A case of Japanese manufacturers
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Hi-quality traditional Japanese crafts
Hi-end retailers
Distributors / Sales agents
Product sales
Craftsmen skills
Distributors
Production Dedicated customer service
Production costExport feeSales agent fee
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Hi-quality traditional Japanese crafts
Hi-end retailers
Distributors / Sales agents
Product sales
Craftsmen skills
Distributors
Production Dedicated customer service
Distribution model
Production costExport feeSales agent fee
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Applying business model archetypes
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Examples of business model archetypesQDirect salesQSubscription (Leasing)QMarketplaceQCrowdsourcingQBlade and razor (printer and ink)
For more examples of business model archetypes, see:Q Board of Innovation (2010) Business & Revenue Model Examples [Internet]. Available from:
<http://www.boardofinnovation.com/business-revenue-model-examples/> [Accessed 3 November 2016].
Q Johnson, M.W. (2010) Seizing the white space. Boston, Mass., Harvard Business Press.Q 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.
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Direct sales
Direct Sales
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Hi-quality traditional Japanese crafts
Hi-end consumersDirect sales
online
Product salesProduction costExport fee
Craftsmen skills
Warehouse providers
Production
Online ads
PR companies
Warehouse costPR cost
Online supportOnline
marketing
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Subscription (Leasing)
Subscription fee
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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 costExport feeSales agent fee
Insurance companies
Insurance fee
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Marketplace
BuyersSellers Marketplace
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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
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Crowdsourcing
Community
Community members
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Hi-quality traditional Japanese crafts
Hi-end retailers
Distributors / Sales agents
Product sales
Craftsmen skills
DistributorsProduction Dedicated
customer service
Production costExport feeSales agent fee
Crowdsourced designers
The community of designers
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Blade and razor (printer and ink)
Profit from supplies
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Japanese lifestyle experience Hi-end
retailersDistributors / Sales agents
Product sales with low profit
Craftsmen skills
Distributors
ProductionDedicated customer service
Production costExport feeSales agent fee
Sales of Japanese Tea
Hi-end consumersDirect sales
online
Online ads
PR companies
PR cost
Online support
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Key points of using business model canvasQAvoid exactly visualising a “right” business model
(Simplicity and nimbleness is important)QExplore possible business models on paper without risks
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Hands-on session:Visualise your business model
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Activity (20 mins)QFill in the nine building blocks to visualise your business
modelQPut a name of the model
QModify 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!)
QShow your business model to other people and get feedback
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Now, you’ve got your business models
It’s time to get out of building to see if your business model(s) actually works.
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Also, thank you for Julia @juliagogacookePlease keep in touch via:E-mail: [email protected]: @yo5h_a
The bullet points by Tony Thomashttp://medialoot.com/item/listicons-arrows-bullets-webfont/
Thank you very much to join!