Thinking carefully about economics and business strategy can mean the difference between having great technology and having a great company. This lecture focuses on clearly defining your business model, including how you’re going to make money with your product or service. Case studies are used to test concepts against a specific business.
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Business Model Canvas - Entrepreneurship 101
1. Developing talent • Growing ventures • Opening markets
BUSINESS MODEL
CANVAS
ENTREPRENEURSHIP 101
MARK ZIMMERMAN
@MARKZIM
NOVEMBER 2014
Visit us at marsdd.com
18. Developing talent • Growing ventures • Opening markets
1970 - Invented
1976 - Patented
1986 - Launched
Sold as a complete
solution, machines &
coffee for a per cup
price to restaurants
and offices.
Our Future Matters
19. Developing talent • Growing ventures • Opening markets
1970 - Invented
1976 - Patented
1986 - Launched
1988 - Acknowledged
dud, Nestle considers
shutdown.
Sold as a complete
solution, machines &
coffee for a per cup
price to restaurants
and offices.
Our Future Matters
20. Developing talent • Growing ventures • Opening markets
1989 - Jean Paul
Gaillard named
Commercial Director -
“Pivots”
Our Future Matters
21. Developing talent • Growing ventures • Opening markets
Separate the machine from the coffee.
Our Future Matters
22. Developing talent • Growing ventures • Opening markets
Separate the machine from the coffee.
Made and serviced by 3rd parties.
Sold through independent retail
Our Future Matters
stores.
Manufacturers handle delivery
and stocking.
Nespresso handles sales training.
23. Developing talent • Growing ventures • Opening markets
Separate the machine from the coffee.
Made and serviced by 3rd parties.
Sold through independent retail
Our Future Matters
stores.
Manufacturers handle delivery
and stocking.
Nespresso handles sales training.
Sold online and over the
phone direct to members of
the Nespresso Club.
Delivered direct to
consumers in 24 hours or less.
24. Developing talent • Growing ventures • Opening markets
As market matured Nespresso added their own brand machines
made by an OEM.
Added it’s own retail boutiques to further control the sales
message.
Created Nespresso Pro channel to serve the office market.
Our Future Matters
25. Developing talent • Growing ventures • Opening markets
~$3 billion in annual revenue
Our Future Matters
50 countries
30% CAGR over 10
years
12 million
machines
20 billion
capsules
29. Developing talent • Growing ventures • Opening markets
Our Future Matters
Business Model Generation: A
Handbook for Visionaries, Game
Changers, and Challengers
by Alexander Osterwalder and Yves
Pigneur
Running Lean: Iterate from Plan A to a
Plan That Works
by Ash Maurya
30. Developing talent • Growing ventures • Opening markets
Our Future Matters
And one more thing…
34. Developing talent • Growing ventures • Opening markets
Thank you.
Mark Zimmerman
@markzim
Visit us at marsdd.com
Notes de l'éditeur
MaRS was created because of a simple idea. The future matters AND the quality of that future depends on innovation.
The future of innovation needs to go beyond the deep innovation of science to achieve economic and social benefit.