Alex Osterwalder

@AlexOsterwalder

Tools to Help You Run Your Business

Strategyzer.com#bmgen

1+ mio / 30+ languages

?So why do we need business tools

anyways?

Our age of anxiety is the result of trying to do today’s jobs with yesterday’s tools.

– Marshall McLuhan, philosopher

“”

4y+4y+5y=13y

?what got our team interested in

business tools?

The Business Model Canvas

?What happens when you discuss business models (and value propositions) without a

shared language

(smart people sitting around a table)

?how do you call this phenomenon?

blah blah blah

the land of ...

Any problem can be made clearer with a picture– Dan Roam, Author

“ ”


Revenue Streams

Channels

Customer SegmentsValue PropositionsKey ActivitiesKey Partners

Key Resources

Cost Structure

Customer Relationships

Designed by: Date: Version:Designed for:

designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com

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great business tools are conceptually sound, have a great

UI and offer an excellent UX

?is one tool enough?

The Value Proposition

Canvas

#vpcbookOctober 2014


Revenue Streams

Channels


Key Resources

Cost Structure





this is one of your customer segments


Revenue Streams

Channels


Key Resources

Cost Structure





this is what you’re offering your customers


Revenue Streams

Channels


Key Resources

Cost Structure





Hygiene Solutions

Users (Bathrooms)

Facility Managers

Resellers


Revenue Streams

Channels


Key Resources

Cost Structure





VP for UsersUsers

(Bathrooms)

Facility Managers

Resellers

VP for Facility

Managers

VP to Resellers


Revenue Streams

Channels


Key Resources

Cost Structure





and for us techies there’s another reason we need

business tools

put yourself into your customer’s

shoes

we can understand her better by describing

three things

The focus should be on what jobs customers are trying to get done.

– Tony Ulwick, Founder Strategyn

“”

We hire products to do things for us.

– Clayton Christensen, Harvard Professor

“ ”

What are the jobs-to-be-done of a CIO?

What are the pains of a CIO? (e.g. problems, risks, obstacles, …)

What gains are CIOs looking for? (e.g. required or desired outcomes and benefits)

Which ones are the high value jobs you might want to focus on?

industry-specific

industry-specific

Your Customer Profile

Customer Profile choose one customer

segment from your business model and profile it

!REMEMBER your solution is not part of the customer profile!

it’s still the value proposition you’re offering

your customer

you can understand it better by again

describing three things

how your products & services are killing your

customer’s pains

how your products & services produce gains your customers expect, want, or desire

Design a Product, Service or Feature

strategyzer.com

Gain Creators

Pain Relievers Pains

Gains

Products& Services

CustomerJob(s)

The Value Proposition Canvas

Value Proposition Customer Segment

strategyzer.comThe makers of Business Model Generation and StrategyzerCopyright Business Model Foundry AG

Put Feature Here

How Does it Kill Pains

How Does it

Create Gains

strategyzer.com

Gain Creators


Gains

Products& Services

CustomerJob(s)




strategyzer.com

Gain Creators


Gains

Products& Services

CustomerJob(s)




Put Feature Here


How Does it

Create Gains

Testing


Revenue Streams

Channels


Key Resources

Cost Structure





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Hypothesis 1: People are interested in using an iPad

App to sketch out business models

Hypothesis 2: Buyers would pay approximately 29.-

USD for it

Design a test to prove these hypothesis right or

wrong

Having data, doesn’t mean you have

proof

Test Cards

Hypothesis 1: People are interested in using an iPad

App to sketch out business models

People are interested in using an iPad App to sketch out business models

create a landing page with email sign-up


the proportion of people who sign up compared to total website visitors



over 20% of visitors sign up



the proportion of people who sign up compared to total website visitors

Write Your Own Test Card

strategyzer.com

Gain Creators


Gains

Products& Services

CustomerJob(s)




Put Feature Here


How Does it

Create Gains

What needs to be true for this feature to work and create value?

What needs to be true for this feature to work and create value?

e.g. XYZ is an extreme pain for customer X

?why don’t we have more integrated strategic

business tools?

Strategyzer.com#bmgen

Alex Osterwalder

Business

Transcript of Alex Osterwalder