? business model innovation & design How does one design - - PowerPoint PPT Presentation
? business model innovation & design How does one design successful business models? NTU Institute for Media Innovation a e os e alex osterwalder a d yves pigneur too little attention is given to too the design of business
business model
innovation & design
NTU Institute for Media Innovation
alex osterwalder a e os e a d yves pigneur
How does one design successful business models?
too little attention is given to the design of business models
too
David J. Teece UC Berkeley
conceptual modeling
design method
computerized tools
business model design thinking computer- aided
business model 1
common language
g e
Business Model Canvas
to describe, challenge, design, and invent business models more systematically
customer segment
defines the different groups of people or organizations the company aims to help with getting a job done images by JAM value proposition
images by JAM describes the bundle of products and services that create value for a specific customer segmentsdistribution channel
images by JAMcustomer relationship
images by JAM describes how an organization gets, keeps, and grows each customer segment and what type of relationships it entertains with each of themrevenue stream
images by JAM represents the type of revenues an organization generates from each customer segment for a specific value proposition key resources
images by JAM describes the most important assets, capabilities and know-how required to make a business model workkey activities
images by JAM present the most important tasks and processes a company must perform to make its business model workkey partners
images by JAMcost structure
images by JAM describes all costs incurred to operate a business model The Business Model Canvas
http://www.businessmodelgeneration.com DIGITAL PLATFORM DIGITAL LIFESTYLE DIGITAL HUB HARDWARE MANUFACTURER1998 2001 2007 2010
What was apple’s business model for the iPod?
how much did the cost of home coffee consumption change for Swiss households over the last couple of years?
600% to 800% more
describe the Nespresso’s business model using the canvas
average growth of 30% p.a. since 2000 in 2011, 3 billion CHF annual revenue with 1 product line
design thinking
analytical thinking intuitive thinking
d e s i g n t h i n k i n g
Roger Martin Rotman School @ Toronto
business people don’t just need to understand designers better; they need to become designers
bus
ners
[source: Sony Pictures]YPING
Jim Glymph, Gehry Partner Jim Ge
if you freeze to an idea too quickly, you fall in love with it ...
if yo
it ...
Jim Glymph, Gehry Partner
if you refine it too quickly you become attached to it ...
if yo
what does it means for business models?
prototyping
51 where is solar energy particularly useful?
Jigar Shah
56 56 56 6 56 6in the context of shopping centers
1
why don’t the retail stores and shopping centers switch to solar energy?
60 why don’ t the retail stores and shopping centers switch to solar energy? what if we gave the panels away for free to eliminate the hurdle of upfront investment
VALUE PROPOSITION CUSTOMER RELATIONSHIP CUSTOMER SEGMENT DISTRIBUTION CHANNEL KEY ACTIVITIES KEY RESOURCES KEY PARTNERS COST REVENUES2
K SOLAR EXPERTS SALES FORCE MID- TO LARGE OR G ANIZA TIONS INSTALLING & MANAGING INSTALLATIONS I N S T A L L & M A N A G E I N S T A L L A T I O N S PANEL MANUFACTURERS SOLAR PANEL INSTALLATION SOLAR PANEL INSTALLATION POWER PURCHASING AGREEMENTS REGULAR PPA PAYMENTS ACQUIRING PPAS XPERTS SOLAR ENERGY INSTALLATIONS S T A L L A ACQUIRE P P A Sbut how to finance the upfront investment
64 but how to finance the upfront investment 3
K LOW-RISK INVESTMENT RETURN F I N A N C I A L I N S T I T U T I O N S I N S T I T U T I O N A L & PRIVATE I N V E S T O R S INVESTMENT FEE A C Q U I R I N G I N V E S T O R S SOLAR EXPERTS CHANNEL SALES FORCE MID- TO LARGE OR G ANIZA TIONS INSTALLING & MANAGING INSTALLATIONS ACQUIRING PPAS ACQUIRE PPAS ACQU I N S T A L L & M A N A G E I N S T A L L A T I O N S REGULAR PPA PAYMENTS R TS SOLAR ENERGY INSTALLATIONS POWER PURCHASING AGREEMENTS REGULAR PPA PAYMENTS D E V E L O P M E N T & M O N I T O R I N G F E E AC P PACKAGE & SELL PPAS E INST POOL OF PPASSunEdison is now the largest provider of solar power in the US SunEdison bought in ’09 by MEMC Electronic Materials for USD 200 million
computer- aided
d
72 72 72BusinessModelGeneration.com
conceptual modeling
design method
computerized tools
business model design thinking computer- aided