Tivit Interactive: Business Modelling in D2I Program
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On Business Modelling in Data To Intelligence (D2I) program 23.10.2012 Professor Jukka Heikkilä University of Turku, Turku School of Economics Department of Managemnt 1
Transcript of Tivit Interactive: Business Modelling in D2I Program
On Business Modelling in Data To Intelligence (D2I) -‐program
23.10.2012
Professor Jukka Heikkilä
University of Turku, Turku School of Economics
Department of Managemnt
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Are You Interested in Business Models?
How to model our business?
Taxonomies such as: Rappa (eBiz)Afuah & Tucci (retail)Timmers (b-to-b), etc. descriptions of business models in-use
1. Ontologies, i.e., what to model of a going company? Osterwalder (Biz Model Canvas w CBA)Osterwalder & Pigneur (Biz Model Ontology)
3. Process of designing networked business? Faber et al. (STOF w CBA and Sensitivity Analysis)
4. Networked business w business innovation ????
2. Process of strategy shift, business innovation? Heikkilä et al., (BM2EA w targets, implementation)
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Knowledgesharing & mutual
understanding
FormalCoordinationMechanisms
Feasibility and Fairness
Trust
Collaborative view on coordination
Agreement over roles &
responsibilities
Assessment of risks, rewards and required
changes
Business modelingprocess
Knowledgesharing & mutual
understanding
FormalCoordinationMechanisms
Feasibility and Fairness
Trust
Collaborative view on coordination
Agreement over roles &
responsibilities
Assessment of risks, rewards and required
changes
Business modelingprocess
Working for Business Cases:- Security (starting with canvas, mashing up a joint model, if possible)- Traffic- Industrial services
B CA
Strategies
Business Models
Business
1. Harmonization of strategies
- Yritysten omista
strategioista johdetaan
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2. Harmonization of business
-Integration of processes at least partially, and ensuring the compatibility of competencies
3. Intra-organizational change
3.
-Adjustment of existing practices and procedures in line with network requirements
2.
4.4.
1.
B CAB CA
-Coordination of enterprises’ own strategies towards a common network strategy
3.
2.
4.4.
1.
4. Articulated need for new knowledge, partners,
infrastructure etc.
-Syntactic level; knowledge transfer process
Processes
-Pragmatic (political) level; knowledge transformation process
-Semantic level; interpretive process
4. Business modelling processes for networks (Heikkila et al, various)???- armchair experiment- practical testing- implementation and follow-up- revising
Organizational change management
Development of Business model by analysis and synthesis
Idealistic/generic business model
Ontology
Case and customer specific limitations and restrictions
Compare
An instance of the ideal business model
Offering limitation of the business network
Compare
Operational instance of the business model
The harmonisation processes
Facilitation of learning and knowledge sharing
Assesment of the feasibility and fairness of the cooperation
Setting the scene: who are the would-be improvers / participants of the situation
ARTICULATED OPPORTUNITY
Reality check
ACTION
Customer need
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1. Canvas (Osterwalder et al, various)for a single company
✓ for sketching
BUSINESS MODELING STATE-OF-THE-ART METHODS
More information available from: Marikka Heikkilä,
2. BM2EA (Heikkila et al., 2010)✓ strategy, KPIs for implementing
Business model change
International branding
Multi-‐lingual website
Activities
Marketing and promotion in foreign market
Translate website materialForm partnership
with local players
Attract capital from VCs
Hire and train software developers
Service
Technology
Organization
Finance
Trained software developers
Access to foreign content
Partnerships with foreign players
Extension of target group: Internationalization
!
3. STOF (Bouwman et al., various)✓ for rigorous network analysis
!
Roadmapping (Bouwman et al., various)
Financial tooling (Bouwman et al., various)costing, pricing, break-even, what-if
Heatmapping and sensitivity analysis (Bouwman et al., various)
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Lessons learnt - so far
- No panacea, or standard procedure for BM, but different
- for existing business
- for novel business
- especially eServices
- KPIs are crucial, and to be designed in BM
- Privacy-by-design should be included in BM
- There are tools for validating the model
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Data To Intelligence (D2I)hLp://www.datatointelligence.fi/
Professor Jukka Heikkilä
University of Turku, Turku School of Economics
Department of Managemnt
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