Business Model Design Final
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Transcript of Business Model Design Final
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7/28/2019 Business Model Design Final
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www.FITT-for-Innovation.eu
Business Model Design
FITT
(Fostering Interregional Exchange in ICT Technology Transfer)
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What is Business Modelling at Tudor?
a process for designing a sustainable business model (BM)
a culture promoting business awareness to newbies
some tools and techniques to design a BM: structure - drive -
improve
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Why do we need such a process?
Our TT staff is junior
We work with researchers, having no (few) business practice (or
knowledge)
We need to convince stakeholders to join in unusual business
models, such as top management, external partners, policy makers,
internal research team.
We observed a lack of creativity in the envisaged business solutions
We struggle against a lack of information to ground business
decision
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Who has contributed
Our staff
External partners in innovation
Pigneur & Osterwalder (Lausanne)
Research in Strategy & Business Models, Consultancy in Strategic Innovation (for
banks, music, litterature and more)
Gordijn (Amsterdam)
Research in Value Networks engineering, Consultancy in Service Design &
Partnerships (for Power supply, music, Policy management and more)
Yu (Toronto)
Research in Early Requirements Engineering and Strategic Fit.
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How does it work?
process: how to design a sustainable BM
"design is thinking made visual" - Saul Bass (1921 1996)
inspired from design
Step 1: Mobilize: to prepare for a successful TT effort
Mobilize
Design
Manage
Understand
Brainstorm(visualize)
PrototypeAssess
Innovate(select)
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Step 2: Design: iteratively improve your current idea visualize
brainstorm
How does it work?
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How does it work?
Step 3: Prototype
several tools
Business Model Ontology
BM innovation guide
value networks engineering
business model prototyping
tools under development
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How does it work?
Step 4:Assess
several tools
Business Model Ontology
BM assessment guide & diagnostic
cash flow sensitivity analysis in value network
scenario based simulations, alternatives & evolutions
Strategic impact simulation
tools under development
Step 5: Select (Innovate): A roadmap in refining opportunities
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Pros & Cons
low learning curve
place for supporting creativity
support communication overdifferent backgrounds
great for handling intangible assets
PROS
CONS
lack of ICT tool integration
difficult customization to each TT project context
not a compensation forbad underlying information
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Impacts
(visual) understanding/sharing of main stakes
(ongoing) wide adoption by internal stakeholders
general interest in Business Modelling arose
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Outcomes
clearer business speech from TT staff
practical design process was appreciated
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Plans for the future
tools development
library of business models
user-oriented documentation
integration into work practices
integrate new interesting techniques & tools
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Lessons Learned
redo
guidelines for tools & techniques selection
improve
user-oriented documentation
more basic education from the start
recommend
contact us if you want to use this, it still evolves, any contribution is
welcome
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Suggested Readings
business model generation, Alexander Osterwalder & Yves Pigneur,(book, October 2009), http://businessmodelgeneration.com/
value networks engineering, Jaap Gordijn, (articles and tools, 1999-
2009) http://e3value.com/e3family/
scenario based simulations, alternatives & evolutions, Ulf Pillkahn -
Using Trends and Scenarios as Tools for Strategy Development
(book, 2008), http://books.google.be/books?id=NvTjBbI3jKoC -
http://www.pillkahn.com/
business model prototyping, Michael Schrage - Serious Play: How
the World's Best Companies Simulate to Innovate (book, 1999) -
http://www.amazon.com/exec/obidos/ASIN/0875848141/ -http://danbricklin.com/log/seriousplay.htm
http://businessmodelgeneration.com/http://e3value.com/e3family/http://books.google.be/books?id=NvTjBbI3jKoChttp://www.pillkahn.com/http://www.amazon.com/exec/obidos/ASIN/0875848141/http://danbricklin.com/log/seriousplay.htmhttp://danbricklin.com/log/seriousplay.htmhttp://www.amazon.com/exec/obidos/ASIN/0875848141/http://www.pillkahn.com/http://books.google.be/books?id=NvTjBbI3jKoChttp://e3value.com/e3family/http://businessmodelgeneration.com/