Business Modeling Tools & Design Process
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Business Model Canvas
Workshop: BUSINESS MODEL CANVAS & LEAN START-UP
@One Enactus Weekend
April 13, 2013 - Karlsruhe
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What are we aiming for?
© comedy_nose, Flickr.com (CC)
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What is a
business model?
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What do you think?
© @boetter, Flickr.com (CC)
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© Peter Hellberg, Flickr.com (CC)
Use
post-its to collect
ideas.
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Def.:
A business model describes the rationale
of how an organization creates, delivers,
and captures value. Business Model Generation, A. Osterwalder, Yves Pigneur, Alan Smith, and 470 practitioners from 45 countries, self published, 2010
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Source: bazaardesigns.com Source: www2.informatik.hu-berlin.de Source:123rf.com
create deliver capture
value.
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Def.:
Or in English: A business model describes
how your company makes money. What’s a startup? First Principles, Steve Blank, Blog article, www.steveblank.com (Retrieved Oct 26, 2012)
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Image Source: Alex Osterwalder, JAM
9 building blocks
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Image Source: Alex Osterwalder, JAM
9 building blocks
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© Jay Shouldol, Flickr.com (CC)
Our product
is not just a
piece of
cake…it‘s
the whole
cake.
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A business model can be structured into
9 essential building blocks around the
broader areas of
product
customer interface
infrastructure management
financial
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customer segments
Image Source: Alex Osterwalder, JAM
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Image Source: thefunnypicspage.com
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Image Source: Alex Osterwalder, JAM
value proposition
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© CollegeDegrees360, Flickr.com
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Image Source: Alex Osterwalder, JAM
channels
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© NASA's Marshall Space Flight Center, Flickr.com
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Image Source: Alex Osterwalder, JAM
customer relationship
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Image Source: relationshiptalk.net
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Image Source: Alex Osterwalder, JAM
revenue streams
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Image Source: consumerwarningnetwork.com
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Image Source: Alex Osterwalder, JAM
key resources
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© torkildr, Flirckr.com
© Michael Neubert, Flirckr.com © José Goulão, Flirckr.com
© emilio labrador, Flirckr.com
physical
intellectual
financial
human
RESO
UR
CES
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Image Source: Alex Osterwalder, JAM
key activities
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© Wayan Vota, Flirckr.com
© sjcockell, Flirckr.com Image Source: neotechproducts.com
production
network-building
problem-solving
ACTIVITIES
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Image Source: Alex Osterwalder, JAM
key partners
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© SalFalko, Flickr.com
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Image Source: Alex Osterwalder, JAM
cost structure
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© ecstaticist, Flickr.com
volume
co
sts
in $
fixed
variable
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business model theatre
Image Source: Alex Osterwalder, JAM
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Let‘s examine the notion of
value proposition
a little closer.
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© Alex Osterwalder, Flickr.com
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Image Source: Alex Osterwalder, businessmodelgeneration.com
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© Alex Osterwalder, Flickr.com
Goal: product-market fit
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What jobs is she trying to
get done? (functional, social, emotional etc…)
© Alex Osterwalder, Flickr.com
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What pains does she have? (Emotions, cost, situations, risks…)
© Alex Osterwalder, Flickr.com
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What gains is she hoping for? (functional, social, emotional, costs etc…)
© Alex Osterwalder, Flickr.com
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© Alex Osterwalder, Flickr.com
On which products/
services is your VP based? (in-/tangible, digital/virtual, financial, …)
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© Alex Osterwalder, Flickr.com
How are they pain killers? (Emotionen, Kosten, Situationen, Risiken …)
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© Alex Osterwalder, Flickr.com
How are they delivering
gains? (funktional, sozial, emotional, Kosten …)
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© Alex Osterwalder, Flickr.com
Now you do it:
Design a value proposition for the
energy consumption app case.
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How to use these
design tools
properly.
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© Carelinamia, Flickr.com
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Work on a business model
canvas for no more than
15 minutes.
It forces your to be clear
and concise.
1
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„If you can‘t explain
it simply you don‘t
understand it well
enough.“
Albert Einstein, famous quote.
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Work with post-its. It keeps you flexible. 2
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Work with the
canvas by yourself…
…and together with
the whole team.
This will clarify consensus & disagreement.
© Tommy P World, Flickr.com © jfravel, Flickr.com
3
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Get feedback from
others (not only
friends & familiy).
It will enrich your work
dramatically.
4
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D
C A
P
Iterate often to incorporate
your learnings.
Management orientation:
Plan-Do-Check-Act.
5
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diverging
creative
process
Source: annebrogdonportfolio.blogspot.com
ideas
6
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converging
analytical
process
Source: mostphotos.com
research
7
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classical
design thinking
approach.
Source: ssireview.org
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summarized
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1
Work
by yourself
& in team.
D
C A
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2 3 4
5 6 7
15min work with post-its. feedback
iterate creative analytical
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Inspration from Alex Osterwalder, Flickr.com
Business Modeling & Lean How do you combine them to get the most out of it?
De
sig
n
Test
ing
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Thank you!
Questions?
Julius Parrisius
Website: juliusparrisius.wordpress.com
E-Mail: [email protected]
Twitter: @JRParrisius