how$to$fill$abusiness$ model$canvas$ · 2014. 11. 13. · businessmodel! innovaon !resultsfrom: 1....
TRANSCRIPT
Every business model design
project is unique, and presents its own
challenges, obstacles, and cri&cal success factors
4 objec&ves
Business model innova&on results from: 1. to sa&sfy exis&ng but unanswered market needs 2. to bring new technologies, products, or services to
market 3. to improve, shake up (disrupt), or transform an exis&ng
market with a beHer business model 4. to create an en&rely new market
4 mo&va&ons
The efforts typically reflect: 1. a crisis with the exis&ng business model (in some cases
a "near death" experience) 2. adjus&ng, improving, or defending the exis&ng model to
adapt to a changing environment 3. bringing new technologies, products, or services to
market 4. preparing for the future by exploring and tes&ng
completely new business models that might eventually replace exis&ng ones
Business Model Design and Innova&on
1. SaCsfy market: Fulfill an unanswered market need
2. Bring to market: Bring a new technology, product, or service to market or exploit exis&ng intellectual property (IP)
3. Improve market: Improve or disrupt an exis&ng market
4. Create market: Create an en&rely new type of business
CHALLENGES • Finding the right model • Tes&ng the model before a full-‐
scale launch • Inducing the market to adopt the
new model • Con&nuously adap&ng the model
in response to market feedback • Managing uncertainty
Factors to Established Organiza&ons
1. ReacCve: Arising out of a crisis with the exis&ng business model
2. AdapCve: Adjus&ng, improving, or defending the exis&ng business model
3. Expansive: Launching a new technology, product, or service
4. Pro-‐acCve/exploraCve: Preparing for the future
CHALLENGES • Developing an appe&te for new
models • Aligning old and new models • Managing vested interests • Focusing on the long term
Business model innova&on remains
messy and unpredictable, despite aHempts to implement a process. It requires the ability to
deal with ambiguity and uncertainty unCl a good soluCon emerges
5 Phases
The business model design process we propose has five phases: Mobilize, Understand, Design, Implement, and Manage.
The progression through these phases is rarely linear.
In par&cular, the Understanding and Design phases tend to proceed in parallel.
The last phase Manage, is about conCnuously managing your business model(s).
Mobilize se#ng the stage
• Prepare for a successful business model design project
• Assemble all the elements for successful business model design. Create awareness of the need for a new business model, describe the moCvaCon behind the project, and establish a common language to describe ,design, and analyze and discuss business models.
GeZng From Business Idea to Business Model
hHps://www.youtube.com/watch?v=wwShFsSFb-‐Y
Mobilize ACTIVITIES • Frame project objec&ves • Test preliminary business ideas • Plan • Assemble team
CRITICAL SUCCESS FACTORS • Appropriate people, experience,
and knowledge KEY DANGERS • Overes&ma&ng value of ini&al
ideas
Mobilize
visualize model
Understanding immersion
• Research and analyze elements needed for the business model design effort
• You and the business model design team immerse yourselves in relevant knowledge: customers, technology, and environments. You collect informaCon, interview experts, study potenCal customers, and idenCfy needs and problems.
Visualizing Your Business Model
hHps://www.youtube.com/watch?v=wlKP-‐BaC0jA
Understanding ACTIVITIES • Scan environment • Study poten&al customers • Interview experts • Research what has already been
tried (e.g. examples of failures and their causes)
• Collect ideas and opinions
CRITICAL SUCCESS FACTORS • Deep understanding of poten&al
target markets • Looking beyond the tradi&onal
boundaries defining target markets
KEY DANGERS • Over-‐researching: disconnect
between research and objec&ves • Biased research because of
precommitment to a certain business idea
Understanding
model analyze
Evaluate (environment)
Design inquiry
• Generate and test viable business model opCons, and select the best
• Transform the informa&on and ideas from the previous phase into business model prototypes that can be explored and tested. Aber an intensive business model inquiry, select the most saCsfactory business model design.
Prototyping
hHps://www.youtube.com/watch?v=iA5MVUNkSkM
NavigaCng Your Environment
hHps://www.youtube.com/watch?v=7O36YBn9x_4
Design ACTIVITIES • Brainstorm • Prototype • Test • Select
CRITICAL SUCCESS FACTORS • Co-‐create with people from
across the organiza&on • Ability to see beyond status quo • Taking &me to explore mul&ple
business model ideas KEY DANGERS • Watering down or suppressing
bold ideas • Falling in love with ideas too
quickly
Design
model
visualize
measure develop
Implement execu1on
• Implement the business model prototype in the field
• Implement the selected prototype business design.
Proving It
hHps://www.youtube.com/watch?v=-‐2gd_vhNYT4
Implement ACTIVITIES • Communicate and involve • Execute
CRITICAL SUCCESS FACTORS • Best prac&ce project
management
• Ability and willingness to rapidly adapt the business model
• Align "old" and "new" business models
KEY DANGERS • Weak or fading momentum
Implement
model Visual thinking
Choose and manage mul&ple BM
Manage evolu1on
• Adapt and modify the business model in response to market reacCon
• Set up the management structures to con&nuously monitor, evaluate, and adapt or transform your business model.
Manage ACTIVITIES • Scan the environment • Con&nuously assess your
business model • Rejuvenate or rethink your model • Align business models (during)
throughout the enterprise • Manage synergies or conflicts
between models
CRITICAL SUCCESS FACTORS • Long-‐term perspec&ve • Proac&veness • Governance of business models
KEY DANGERS • Becoming a vic&m of your own
success, becoming complacent, failing to adapt
Manage
React to the environment
measure model
AND …DON’T FORGET!
Telling Your Story
hHps://www.youtube.com/watch?v=SshglHDKQCc
THANKS! hHps://twiHer.com/cris&anonordio
Cris&[email protected]
hHps://www.linkedin.com/in/cris&anonordio
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