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Antony Upward, CMC antony@EdwardJames.biz @aupward #SSBMG

Peter Jones, PhD peter@redesignresearch.com @redesign

www.reDesignResearch.com

Mention @OCADsLab

Strongly Sustainable Business Model

Innovation ToolkitBusiness Model Design Workshop #1 (of 2)

May 15, 2013 Lots of speaker notes, Lots of speaker notes, including referencesincluding references

Builds on many slides Builds on many slides

download and view download and view

in slide show mode in slide show mode

for improved for improved

comprehensioncomprehension

2

Welcome…Everyone

3

To Proceed We All Need Answers…• What are we doing? • Why are we doing this? • What does success look like? • How are we going to do it? • Who is going to be involved - lead, engage, support? • How much will it cost - me, us; time, money, energy? • Where will the money and other resources come from? • When and where is all this happening?

Workshops are designed for us, together, to create “good enough” answers… so we have the confidence to proceed

4

+

Our Theory of Success

=

5

Workshop…Planned Outputs

• Strongly Sustainable Business Model for the project and beyond

• Key tasks for next 12-24 months and beyond • Budget for first deliverable – “book” / toolkit• Detailed next steps plans

… all shared publically

6

Workshop… Desired Outcomes • Shared understanding of the project• Confidence that together we can succeed • Enable

– Core-writing-team to step forward & commit (3-5 people) – Crowd-funding target to be set– Academic researchers to start to plan instrumentation

• Experience the behaviours we'll need to succeed – Authenticity – Transparency of ideas and emotions – Trust and trustworthiness– Spirit of adventure, experimentation, learning and fun – Leaderful listening

7

Creating the Space for Possibility

HelloHello!!

WherWhere are e are we?we?

Good Good to to

meet meet you!you!

WhatWhat’s on ’s on your your mindmind

??

How How are are you you

feelinfeeling?g?

8

Changing Changing the World the World

with with Strongly Strongly

SustainablSustainable Business e Business

ModelsModels

9

Assume hope all you who enter here Vaclav Havel

10

Maximization of wealth creation so we can afford the public good

Our Current Our Current Collective Collective ResponseResponse

Maximization of wealth creation so we can afford the public good

What do you want to sustain?

• For whom? • For how long? • How much will it cost? (p.26)

“The possibility that human and other life will flourish on this planet forever.” (p.6)

MyMyResponseResponse

11

12

13

Imagine…

A A ToolkiToolki

t to t to Help Help Apply Apply that that LogicLogic

A A New New Logic Logic for for

BusinBusinessess

14

Passing Benefit Corporation Legislation

Passing Benefit Corporation Legislation

A Toolkit for Strongly A Toolkit for Strongly Sustainable Business Sustainable Business

Design can, at a Design can, at a minimumminimum, , help help ALLALL these people be these people be

more successfulmore successful

15

We choose [to do these things] not because they

are easy, but because they are hard”– J.F. Kennedy,

September 12, 1962,

“Things don’t happen. They are made to

happen” – J.F. Kennedy, September 25, 1963

Big, Scary… But Inspiring

16

17

Old……Entrepreneur as Hero

18

New……Entrepreneur as Convener

19

Experiment to Gain Experience

20

But… Servants Have Needs Too!

A A MeaniMeaningful ngful ChalleChallengenge

Some Some InflueInfluence nce over over its its

DirectDirectionion

PossibilPossibility ity

for a for a SufficieSufficie

nt nt FinanciFinanci

al al FutureFuture

21

In threes / on-line as one group

What’s Possibility for impact?

My

possibility in this is?

05:00 Minutes…05:00 Minutes…

22

The The Story Story

So So Far…Far…

…get me up to speed so I can

help make this a big success!

Love the idea…

I want to get involved…

So what are you thinking

is next?

What assumptions are

you making?

23

So…How do you design a business?

24

Previous Best Practice• Have Idea+ Get Money+ Hard Work+ Hope + Luck

Not…• Efficient• Effective• Reliable

25

26

Lots about money, and the people you financially

transact with…

…(almost) nothing about everyone and everything else

27 But we want…

28

Understand the Natural and Social Science of Sustainability

Asked what are the gaps in Osterwalder’s PhD Ontology of Profit-First Businesses, based on the science

Designed an Ontology of Strongly Sustainable Business Models

Created the Strongly Sustainable Business Model Canvas, a visual design tool, powered by my Ontology, and tested it

1. Against standards of sustainable business2. Formally with 7 experts and 2 case study companies3. Informally with dozens of others:

Business people, professors, students

29

Understand the Natural and Social Science of Sustainability

Asked what are the gaps in Osterwalder’s PhD Ontology of Profit-First Businesses, based on the science

Designed an Ontology of Strongly Sustainable Business Models

Upward, A. (2013, Forthcoming). Towards an Ontology and Canvas for Strongly Sustainable

Business Models: A Systemic Design Science Exploration. (Masters of Environmental Studies / Graduate Diploma in Business + Environment, York University, Faculty of Environmental

Studies and Schulich School of Business), 1-889 (i-xx). doi:http://hdl.handle.net/10315/20777

Created the Strongly Sustainable Business Model Canvas, a visual design tool, powered by my Ontology, and tested it

1. Against standards of sustainable business2. Formally with 7 experts and 2 case study companies3. Informally with dozens of others:

Business people, professors, students

30

Revising Definitions…

A description of how an organization defines and achieves success over time.

A Business ModelA Business Model: the logic for an organization’s existence:

• Who it does it for, to and with• What it does now and the future• How, where and with what does it do it• How it defines and measures its success

“A Business Model describes the rationale of how an organization creates, delivers and captures value [in monetary terms]”

Value isValue is the perception by a human or non-human actor of a need being met; measured inaesthetic, psychological, physiological, utilitarian and / or monetary terms.

From

To

Value is created when needs are met via satisfiers that align with the recipients world-view, and destroyed when they don’t

Necessary, but not Sufficient

31

Stro

ngly

Sus

tain

able

Bus

ines

s M

odel

Can

vas

– 14

Que

stion

s V1.032

© Antony Upward / Edward James Consulting Ltd., 2013 Some rights reserved. Permissions available at www.EdwardJames.biz/Permissions

32

Tim

berla

nd’s

Bus

ines

s M

odel

33

Reaction So Far?(From Confidential Expert Respondents)

“I really liked is that it really makes you makes you

thinkthink about things that you would never

consider before”Management Consultant “You've ratcheted it upYou've ratcheted it up to the

next degree of specificity and made sure that it is truly about

sustainable businesses. Whereas the current [tools] that I’ve seen,honestly could be applied to any

kind of business”Sustainable Business NGO

“The power of this thing is it’s really the first to take the first to take the social aspect and the the social aspect and the

biophysical into biophysical into considerationconsideration. And I

haven’t seen that that any other business model

That would take that into consideration”

Business Architect / Professor / Consultant

“This is an impressive body of work”

Management Consultant

“I like the tool and think it provides a great way to analyze a company”

Leader Eco-Industrial Park

“It’s about timeIt’s about time somebody did something like

this”Author / Consultant

“I recognize this firm.” “This gets the zeitgeist of This gets the zeitgeist of

who we arewho we are, which is great” (Reacting to his business

described using the Canvas)CTO Small Manufacturer

“If I was starting abrand new business, a

significant business today, I would use thisI would use this business model to help me define

and develop a pure detailed business plan”

Management Consultant

34

Make it “better, better, faster, faster,

strongerstronger” ?

Learning by Using / Testing Testing

it out some it out some moremore?

But What About…?(Ideas from All Respondents)

A better way to introduce and summarize the

canvas

A methodologymethodology for designing great

sustainable business models?

An “app” so I can do this on my tablet with my

clients?

A communitycommunity of people using and

improving it?

Ensuring the design principles align with the emerging “Gold

Standard” for Sustainable Business?

Training / Workshops for

Social / Environmental

Entrepreneurs ?

A Consulting Service that uses the Canvas

to Diagnose and Improve the

Sustainability of Business?

The design principlesdesign principles to help me come up with

great answers to the 14 questions?

How about some more examples and

case studiescase studies?

35

So…What’s Next?

Bring the new canvas to the world.

36

Design Principles for Next Steps – Ideas• Enjoy Being the Change

– Purpose / passion driven– Focus on Small / Medium Business

(they can change more easily)• Existing and Start-ups

– Think Local, Adapt Global– Radical Transparency with

Appropriate Protection• Creative Commons Licensing

– B Corp Certified Scoring >150/200

• Steps toward a Vision– “Minimum Viable Product” (MVP)– Compliance with The Natural Step

Sustainability Principles

• Crowd Funded– Committed Individuals– Organizations

• Research Enabling Continuous Improvement

• Build a Community– Mutually supportive eco-system

• Highly involved stakeholders• Sharing of opportunities and

revenues• Maximize local opportunities,

minimize flying around!– Collaborative writing / testing /

governance – Spread the word– Learn by Doing & from Each Other– Use leverage to the max B Corps /

Locally oriented businesses

37

Not your typical business “book” • Summer 2014• Self Publish

“Book” is Focus for Crowd-Funding• Sufficient Funding Gate

~Sept 2013

• Find Agent & Publisher– Marketing, Distribution, Translations

• “app”• Community Revenue Opportunities via

– Training Service “Toolkit”– Consulting Service “Toolkit”– Education / Classroom “Toolkit”

• Full alignment with emerging “Gold Standard” for Strongly Sustainable Business

• Best Practices• More Case Studies

Now

Next

38

Table of Contents for “Book” – Ideas

39

Now Oct-Dec 2013

Jan-Summer Fall

StartFunding

FundingCompleted

BookSelf-Published

BookPublished byEstablished Publisher

Jan

Key Tasks & Timeline – IdeasJuly-Sept

2014 2015

Work-shops

Soft Launch

Content Creation

ID Core Team

Find Backers

Initiate Funding

Collab. Platform

Content Creation

Wave 1Learn w/ Collaborators

Wave 2Write

Wave 3Design

Wave 4Launch

Wave 5Market

Find Agent

Wave Next…Continuously Improve Toolkit

Wave Next…New Tools Added

Eco-SystemRevenue Streams

Grow Community

Academic Papers

Legal Entity

40

ConsultantsCore-Writing

Team(Authors/

Designers)(3-5)

Stakeholders – IdeasNow Next

Impact Investors / Venture Capitalists

Policy Make

rs

Educators

“Encour

agers”(Incubators,

Start-up

Training

Schemes,

Credit-Unions,

Co-op

Associations,

etc.)

Trainers

Managers in Existing Businesses

Entrepreneurs / InnovatorsResearchers

“Gold-Standard” Standard Setters &

Certifiers

41

Current Activities• Develop Business Model using canvas• Identify Core Writing Team (3-5)

• Collaborative platform (for Fund Raising & Writing)

• Develop Learning Map– wiki.SSBMG.com/home/learning-map

• “Soft Launch” activities• Continue content creation

– Methodology – SSHRC application– Design principles / Gold standard– Case studies

• Started 5 + more in the pipeline

Want to use the Canvas Now? Ask me!

Based on Mutual Sharing / NDA

Agreement

Work-shops

42

1st Workshop1st Workshop• Level Set• Brainstorm

Business Model

22ndnd Workshop Workshop• Budgeting• Immediate Next

Steps Planning

FundFundRaisingRaising

Budget / Budget / TargetTarget

Detailed Detailed Next-Step Next-Step

Plans Plans for…for…

Workshop Outputs: Our Good Enough…

Business Model(“book” project & beyond)

1. Crowd-funding marketing2. Collaboration planning3. Crowd-funding & collaboration platform req’ts4. Legal entity design & creation

Core-Writing

Team(3-5)

Move forw

ard with

crowd-funding, legal entity, etc.

Everything That’s

Happened So Far!

Pre-WorkPre-Work (Everyone)(Everyone)

1.Review Biz Model & Time Line

2.Complete Survey3.Add your ideas to

Budget Template

Post-WorkshopPost-WorkshopSynthesisSynthesis

(One-time Working Group)

Personal ReflectionPersonal ReflectionHow do I want to be

involved? Core-team? What do I

need so I can commit?

Everything posted to wiki.SSBMG.comEverything posted to wiki.SSBMG.com

Key Tasks Key Tasks & &

Time LineTime Line

43

Break – 10 mins

• There will be a group which needs to meet once (virtually) between now and the next workshop

• Objective: – Synthesize output of this workshop into a proposed

business model to be reviewed at next workshop• If you’re interested, make yourself known

44

Questions

Clarify / Challenge

• Facts• Assumptions

45

Co-Create Business Model• Form Groups – Pick Spokesperson• Brainstorm – Until 15h45 ESTUntil 15h45 EST

• Use Template (on-line / flip-charts)– Business Model– Scope, Key-Tasks & Timeline

– Pick-stakeholder from hat… then• Brain-storm value propositions, processes,

measures of success from the perspective of that stakeholder• Repeat – at least twice (40 mins)

• Report Back – 30 mins30 mins• Working Group will Synthesize prior to 2nd Workshop

46

47

Collaborator / BackerCollaborator / BackerValue Proposition Value Proposition

(Example)(Example)

read content first &

exclusively

use the canvas in your own business now!

try it out – be a case study

interact with

Strongly Sustainab

le Business Thought Leaders

influence

writing team &

the commu

nity

share your

experience, gain from

others

demonstrate your thought leadership to your peers

exclusive webinars early access to improvements

preferred access to

subsequent training & consulting revenue

opportunities

your name /

organization logo in book credits

discount on final book price

be a part of

the change

we need to

flourish

be a part of something BIGBIG: a global strongly sustainable business community

have Fun!

48

Report Out… Our Business Model…

49

Wrap-up• Business Model Synthesis Working Group

– Virtual meeting– Date / Time to Meet

• 2nd Workshop re-Scheduling – Originally Wednesday May 22nd 12h30-16h30 EST

• Done Well – Do Better– F2F & On-Line

50

Next Steps• Stand-by for:

– Updated calendar invite for 2nd Workshop

• Try to Carve Out Time for Pre-Work for 2nd Workshop• Details to be sent with calendar invite

1. Explore Learning Mapwiki.SSBMG.com/home/learning-map

2. Review Materials from 1st Workshop3. Review Business Model & Time Line

• As synthesized by working group• Bring your comments on strengths, weaknesses, opportunities & threats to 2nd

Workshop (or email if you can’t make it)4. Reflect on

• How you want to be involved?• What can my contribution be?• What you need environmentally, socially, financially in order to commit?

5. Complete On-Line Survey6. Complete Budget Template

• Add what you need financially in order to commit?• Bring to 2nd Workshop (or email if you can’t make it)

51

Check-out

52

Thank-you!

• For your time and hard-work– Especially those on-line for sticking with us!

• To OCADU sLab for Hosting• Helpers• Peter Jones

Hope to see you at the 2nd Workshop…For Updates… blog.SSBMG.com

53

www.SSBMG.com• About the Strongly Sustainable Business

Model Canvas ~3 minute Audio Visual Overview

• Learning / Knowledge – wiki.SSBMG.com/home/learning-map

• Blogs– blog.SSBMG.com– slab.ocad.ca/blogs/antony-upward

http://www.facebook.com/StronglySustainableBusinessModels

@aupward #SSBMG

info@SSBMG.com

http://blog.SSBMG.com

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Copyright & Licenses

• All images used under applicable licences – see notes on each page

© Antony Upward / Edward James Consulting Ltd., 2013. Some rights reserved. – Permissions available at

www.EdwardJames.biz/Permissions – This work is licensed under a Creative Commons

Attribution-NonCommercial-ShareAlike 3.0 Unported License.

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