E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

2001576381

1

Week 1: Value Proposition & Customer Segments

Value Proposition design works for:

1. New Ventures

Individuals or teams setting out to create a great value proposition and

business model from scratch

2. Established Organizations

Teams within existing companies setting out to improve or invent value

propositions and business models

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

2001576381

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Value Propositions:

The Value Propositions Building Block describes the bundle of products and services

that create value for a specific Customer Segment.

What value do we deliver to the customer?

Which one of our customer’s problems are we helping to solve?

Which customer needs are we satisfying?

What bundles of products and services are we offering to each Customer Segment?

Value Map:

The Value (Proposition) Map describes the features of a specific value proposition in

your business model in a more structured and detailed way. It breaks your value

proposition down into products and services, pain relievers, and gain creators.

Customer Segments

The Customer Segments Building Block defines the different groups of people or

organizations an enterprise aims to reach and serve.

Newness Performance Customization“Getting the Job Done”

Design Brand / Status Price Cost Reduction

Risk Reduction AccessabilityConvenience /

Usability

Products and Services

•This is a list of all the Products and Service a value proposition is built around

Pain Relievers

•How your products and services alleviate customer pains

Gain Creators

•How your products and services create customer gains

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

2001576381

3

Customer groups represent separate segments if:

• Their needs require and justify a distinct offer

• They are reached through different Distribution Channels

• They require different types of relationships

• They have substantially different profitabilities

• They are willing to pay for different aspects of the offer

Different Types of Customer Segments:

Customer Profiles:

The Customer (Segment) Profile describes a specific customer segment in your business

model in a more structured and detailed way. It breaks the customer down into its

jobs, pains, and gains.

Week 2: Business Model

A Business Model describes the rationale of how an organization creates,delivers,

and captures value.

A Business model canvas is a shared language for describing, visualizing,

assessing, and changing business models.

9 Building Blocks:

Mass Market

Niche Market

Segmented DiversifiedMulti-sided Platforms

Customer Jobs

•what customers are trying to get done in their work and in their lives, as expressed in their own words

Customer Pains

•bad outcomes, risks, and obstacles related to customer jobs

Customer Gains

•the outcomes customers want to achieve or the concrete benefits they are seeking

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

2001576381

4

Week 3: Channels & Customer Relationships

Channel: The Channels Building Block describes how a company communicates with

and reaches its Customer Segments to deliver a Value Proposition.

Channels serve several function, including:

• Raising awareness among customers about a company’s products and services

• Helping customers evaluate a company’s Value Proposition

• Allowing customers to purchase specific products and services

CS – Customer Segments

•An organization serves one or several Customer Segments

VP – Value Propositions

•It seeks to solve customer problems and satisfy customer needs with value propositions

CH - Channels

•Value propositions are delivered to customers through communication, distribution, and sales Channels

CR – Customer Relationships

•Customer relationships are established and maintained with each Customer Segment

R$ - Revenue Streams

•Revenue streams result from value propositions successfully offered to customers

KR – Key Resources

•Key resources are the assets required to offer and deliver the previously described elements . . .

KA – Key Activities

•. . . by performing a number of Key Activities

KP – Key Partnerships

•Some activities are outsourced and some resources are acquired outside the enterprise

C$ - Cost Structure

•The business model elements result in the cost structure

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

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• Delivering a Value Proposition to customers

• Providing post-purchase customer support

Customer Relationship: The Customer Relationships Building Block describes the

types of relationships a company establishes with specific Customer Segments.

Customer relationships may be driven by the following motivations:

Categories of Customer Relationship:

Week 4: Marketing

The process of planning and executing the conception, pricing, promotion and

distribution of ideas, goods or services to create exchanges that satisfy individual

and organizational goals. (Schaper, 2011)

Marketing is the activity, set of institutions, and processes for creating, communicating,

delivering, and exchanging offerings that have value for customers, clients, partners,

and society at large. (American Marketing Association, 2013)

Branding vs Marketing

Branding is who you are and marketing is how you build awareness

Branding is your strategy, while marketing encompasses your tactical goals

Marketing will be directly and specifically geared towards sectors of your target

audience, all while supporting the core values of your brand

Customer Acquisition

Customer Retention

Boosting Sales (upselling)

Personal Assistance

Dedicated Personal

AssistanceSelf-service

Automated Services

Communities Co-creation

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

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While marketing methods will evolve, and respond to current industry and

cultural trends-branding remains the same

Marketing Mix: The marketing mix refers to the set of actions, or tactics, that a

company uses to promote its brand or product in the market.

7P Marketing Mix:

E-Learning Entrepreneurship II

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Product

•A product is an item that is built or produced to satisfy the needs of a certain group of people

•The product can be intangible or tangible as it can be in the form of services or goods

Price

•The price of the product is basically the amount that a customer pays for to enjoy it

•3 major pricing strategies:

•Market penetration pricing

•Market skimming pricing

•Neutral Pricing

Place

•You have to position and distribute the product in a place that is accessible to potential buyers

•Distribution strategies:

•Intensive distribution

•Exclusive distribution

•Selective distribution

•Franchising

Promotion

•Promotion is a very important component of marketing as it can boost brand recognition and sales

•Promotion elements:

•Sales organization

•Public relations

•Advertising

•Sales promotion

People

•Of both target market and people directly related to the business

•Thorough research is important to discover whether there are enough people in your target market that is in demand for certain types of products and services

•The company’s employees are important in marketing because they are the ones who deliver the service

Process

•The systems and processes of the organization affect the execution of the service

•So, you have to make sure that you have a well-tailored process in place to minimize costs

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

2001576381

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4Cs Marketing Mix

Week 5: Operation Management

The process by which a firm makes a product. This can be either a tangible item

(goods) or intangible commodity (service). (Schaper, 2011)

Operations management refers to the administration of business practices to create

the highest level of efficiency possible within an organization. (Investopedia)

Operations management involves planning, organizing, and supervising processes,

and make necessary improvements for higher profitability. (Cleverism, 2016)

Six Sigma:

A quality-improvement and cost-reducing method that focuses on customer

satisfaction

It is achieved if only 3.4 defects are found in a million of output

Physical Evidence

•In the service industries, there should be physical evidence that the service was delivered

•Additionally, physical evidence pertains also to how a business and it’s products are perceived in the marketplace

•It is the physical evidence of a business’ presence and establishment

Input Transformation Process Output

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

2001576381

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Week 6: Key Resources, Key Partnership, Key Activities

Key Resources: The Key Resources Building Block describes the most important

assets required to make a business model work.

• Physical

• Intellectual

• Human

• Finance

Key Activities: The Key Activities Building Block describes the most important

things a company must do to make its business model work.

• Production: aktivitas merancang, membuat, mengirimkan produk

• Problem solving: aktivitas operasi yang biasanya muncul pada perusahaan

konsultan, rumah sakit, organisasi penyedia jasa

• Platform/network: enjadi tempat atau wadah bertemunya dua atau lebih

segmen pasar untuk saling berinteraksi/transaksi atau membangun network

(ex: ebay, microsoft, visa)

Key Partnership: The Key Partnerships Building Block describes the network of

suppliers and partners that make the business model work

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

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3 Motivations for Creating Partnership:

• Optimization and economy of scale

Perusahaan melakukan kemitraan dengan tujuan mengoptimalkan

operasionalnya untuk mencapai skala ekonomi dengan cara menekan biaya.

• Reduction of risk and uncertainty

Mengurangi risiko dan ketidakpastian dalam lingkungan persaingan.

• Acquisition of particular resources and activities

Mengakuisisi perusahaan lain untuk meningkatkan kemampuan kinerja

perusahaan

Week 7: Revenue Streams & Cost Structure

Revenue Stream: The Revenue Streams Building Block represents the cash a

company generates from each Customer Segment.

Types of Revenue Stream:

Strategic alliances between non-competitors bekerja sama dengan perusahaan yang tidak sejenis

Coopetition: strategic partnership between competitors bekerja sama dengan perusahaan kompetitor

Joint venture to develop new business kerja sama untuk membentuk usaha baru

Buyer-supplier relationships to assure reliable supplies hubungan hanya sebagai pembeli dan penjual biasanya terjadi pada motif optimization and economy of scale.

Optimization and economy of scale

Reduction of risk and uncertainty

Acquisition of particular

resources and activities

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

2001576381

11

Several Ways to Generate Revenue Streams:

Cost Structure: The Cost Structure describes all costs incurred to operate a business

model.

Classes of Business Model Cost Structure:

• Cost-driven: focus on minimizing cost wherever possible (citilink)

• Value-driven: focus on value creation (garuda Indonesia)

Cost Structure Characteristics:

• Fixed cost

• Variable cost

• Economic of scale

• Economic of scope

Week 8: Develop Product Plan

Tujuan mengukur pasar:

Transaction revenues resulting from one-time customer payments

Recurring revenues resulting from ongoing payments to either deliver a Value Proposition to customers or provide post-purchase customer support

Asset sale Usage feeSubscription

fee

Lending / Renting / Leasing

Licensing Brokerage fee Advertising

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

2001576381

12

“Menghilangkan anggapan bahwa seluruh orang di Indonesia/dunia akan menjadi

pembeli yang berpotensi untuk produk anda”

Alat ukur:

1. TAM (Total Addressable Market)

TAM adalah keseluruhan dari pangsa pasar yang tersedia dari bisnis yang

dibangun.

Anda tinggal di Bogor dan ingin menjual Thai Tea ke wilayah Bogor. Wilayah

Kota Bogor terdiri dari 3.000.000 orang dan Kabupaten Bogor terdiri dari

5.000.000 orang.

Maka TAM:

3.000.000 + 5.000.000 = 8.000.000 orang

2. SAM (Segmented Addressable Market)

SAM adalah jumlah potensi calon konsumen yang bisa diraih pada jangkauan

bisnis Anda, dengan mengasumsikan bahwa tidak ada pesaing lain nya.

Anda memproduksi Thai Tea dan ingin di pasarkan di wilayah Bogor. Jumlah

penduduk di wilayah Bogor adalah 8.000.000 penduduk, yang terdiri dari

3.000.000 orang yang tinggal di Kota Bogor dan 5.000.000 orang yang

tinggal di Kabupaten Bogor. Anda mengevaluasi kemampuan konsumen yang

membeli hanya yang tinggal di wilayah kota.

Maka SAM: 3.000.000 orang (hanya yang tinggal di kota)

3. SOM (Share of Market)

SOM adalah potensi calon konsumen yang bisa Anda jaring, dengan

mempertimbangkan pesaing dan yang paling utama skala rencana bisnis

yang Anda buat.

Anda tinggal di Bogor dan memproduksi Thai Tea dengan merk X. Kondisi saat

ini di Bogor memiliki 3.000.000 (SAM) orang penduduk dan senang membeli

Thai Tea merk Y karena enak. Bagaimana cara menghitung SOM?

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

2001576381

13

1. Lakukan survey, ambil sample

Asumsi: 3 dari 10 orang memilih produk X

dibanding Y, maka prosentase market

produk X adalah 30%

2. Hitung SOM

3.000.000 x 30% = 900.000 orang

Week 9: Prototyping

Pre-production model of a product, engineered for full service test. Changes based

on test results are incorporated into the prototype which undergoes the same tests

again. On achieving the desired results, the product is approved for volume

production. (businessdictionary.com)

The goal of a prototype is to evaluate an idea. (fastcompany.com)

A High-Level Product Specification is, at its core, a drawing. It is a visual

representation of what your product will be when it is finally developed based on

what you know at this point of the process. It is something you draw without

understanding all the underlying details, but which gains consensus within your team

on where you are going.

• Keep it simple

• Don’t Strive For Perfection

• “If you are not embarrassed by the first version of your product, you’ve launched

too late.” (Reid Hoffman)

• Get your product to market or on the table in front of investors as soon as you

can

Week 10: Business Model Pattern

1. Model bisnis Unbundling

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

2001576381

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Konsep perusahaan “terurai (unbundling)” menyatakan bahwa ada tiga jenis

bisnis yang secara fundamental berbeda, yaitu bisnis hubungan pelanggan, bisnis

inovasi produk, dan bisnis infrastruktur.

Masing-masing jenis ini memiliki desakan ekonomi, kompetitif, dan budaya yang

berbeda.

Ketiga jenis ini dapat berada dalam satu perusahaan, tapi idealnya “terurai”

dalam entitas terpisah untuk menghindari konflik atau tarik-menarik jenis bisnis

yang tidak diinginkan.

a. Bisnis hubungan pelanggan : Jenis bisnis ini lebih mengutamakan operasional

bisnisnya dengan menjaga hubungan pelanggan, memahami kebutuhan dan

pelayanan yang dibutuhkan pelanggan, serta melakukan pembiayaan dan

promosi yang cukup konsisten untuk terus meningkatkan jumlah pelanggan

yang membeli produk dan jasa mereka

b. Bisnis inovasi produk: Jenis bisnis ini lebih mengutamakan pengembangan

produk dengan skala bisnis yang lebih kecil dan lebih mengutamakan

penyediaan tenaga ahli, kreatifitas, teknologi dan riset pengembangan.

c. Bisnis infrastruktur: Jenis bisnis ini lebih mengutamakan kepada supporting

bisnis Inti dalam hal perawatan, penyediaan peralatan pabrik,

pengembangan peralatan penunjang produksi dan berhubungan dengan

beberapa perusahaan yang membutuhkan peralatan dan supporting yang

sama sebagai pelanggannya

2. The Long Tail

Keuntungan yang didapatkan bernilai besar namun keuntungan tersebut tidak

didapatkan terus-menerus dalam jangka waktu pendek atau berdekatan.

Perusahaan yang menggunakan pattern ini akan lebih sering memproduksi

barang dengan jumlah tidak terlalu banyak dan memiliki segmen khusus namun

memiliki harga jual yang tinggi. salah satu keuntungan dari long tail adalah

sedikitnya kompetitor yang ada. (Harley Davidson)

3. Multi-sided Platform

Platform bersisi banyak (multi-sided) mempertemukan dua atau lebih

kelompok pelanggan berbeda namun saling bergantung. Platform semacam

itu akan bernilai bagi satu kelompok pelanggan hanya jika kelompok

pelanggan lain juga ada. Platform ini menciptakan nilai dengan

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

2001576381

15

memfasilitasi interaksi antarkelompok yang berbeda. Platform bersisi banyak

tumbuh dalam nilai sejauh mana platform tersebut menarik lebih banyak

pengguna, sebuah fenomena yang dikenal dengan sebutan efek

jaringan. (google)

4. Free as a Business Model

Model bisnis ini menawarkan produk dan servis secara gratis guna menarik

minat konsumen, dimana pada akhirnya berusaha menggiring mereka menjadi

pelanggan berbayar.

Week 11: Investment

Why business need finance?

• Start up a business, e.g. pay for premises, new equipment and advertising.

• Run the business, e.g. having enough cash to pay staff wages and suppliers on

time.

• Expand the business, e.g. having funds to pay for a new branch in a different

city or country. Bootstrap is a situation in which an entrepreneur starts a company with little capital

An individual is said to be boot strapping when he or she attempts to found and build

a company from personal finances or from the operating revenues of the new

company

The process of determining the economic value of a business or company

• Business valuation can be used to determine the fair value of a business for a

variety of reasons, including sale value, establishing partner ownership and

divorce proceedings.

• Often times, owners will turn to professional business valuators for an objective

estimate of the business value.

How to Calculate the Valuation of a Company:

1. Add the replacement costs of the assets

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

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2. Establish the company's revenue stream

3. Analyze the company's earnings

4. Calculate the business' net present value

5. Assess non-financial factors

Week 12: Intelectual Property

Hak kekayaan intelektual merupakan perlindungan hokum yang diberikan dari

suatu Negara kepada seseorang dan sekelompok orang atau badan yang ide dan

gagasannya telah dituangkan ke dalam bentuk suatu karya cipta yang berwujud.

• Patent

Paten adalah perlindungan HKI bagi karya intelektual yang bersifat

teknologi, atau dikenal juga dengan istilah invensi, dan mengandung

pemecahan/solusi teknis terhadap masalah yang terdapat pada teknologi

yang telah ada sebelumnya.

• Merek Dagang (Trademark)

Merek (brand) adalah penanda identitas dari sebuah produk barang atau

jasa yang ada dalam perdagangan. Namun tidak hanya sebagai identitas

semata, merek juga berperan penting mewakili reputasi tidak hanya

produknya, namun juga penghasil dari produk barang/jasa yang dimaksud.

Tak heran jika branding menjadi bagian yang sangat penting dalam

pemasaran suatu produk/jasa.

Hak Merek adalah bentuk perlindungan HKI yang memberikan hak eksklusif

bagi pemilik merek terdaftar untuk menggunakan merek tersebut dalam

perdagangan barang dan/atau jasa, sesuai dengan kelas dan jenis

barang/jasa untuk mana merek tersebut terdaftar. (KFC, Cocacola, Mcd)

• Desain Industri

Desain Industri (DI) adalah suatu kreasi tentang bentuk, konfigurasi, atau

komposisi garis atau warna, atau garis dan warna, atau gabungan

daripadanya yang berbentuk tiga dimensi atau dua dimensi yang

memberikan kesan estetis dan dapat diwujudkan dalam pola tiga dimensi atau

dua dimensi serta dapat dipakai untuk menghasilkan suatu produk, barang,

komoditas industri, atau kerajinan tangan.

E-Learning Entrepreneurship II

E-Learning BSLC

Sonnia Christin

2001576381

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• Trade Secrets

Rahasia dagang adalah informasi yang tidak diketahui oleh umum di

bidang teknologi dan/ atau bisnis dimana mempunyai nilai ekonomis karena

berguna dalam kegiatan usaha, dan dijaga kerahasiaannya oleh pemilik

rahasia dagang.

Lingkup perlindungan rahasia dagang meliputi metode produksi, metode

pengolahan, metode penjualan, atau informasi lain di bidang teknologi

dan/atau bisnis yang memiliki nilai ekonomi dan tidak diketahui oleh

masyarakat umum.

• Hak Cipta

Hak cipta adalah hak eksklusif bagi pencipta atau penerima hak untuk

mengumumkan atau memperbanyak ciptaannya atau memberi izin untuk itu

dengan tidak mengurangi pembatasan-pembatasan menurut peraturan

perundang-undangan yang berlaku.