En este paper mostramos a través de un ejemplo práctico como se pueden combinar Business Model Canvas, Pensamiento y Dinámica de Sistemas con Redes de Valor.

1. Fabian Szulanski, Mphil (c ) Juan I. Onetto, MSc Instituto Tecnológico de Buenos Aires fabiansz@hotmail.com, jonetto@gmail.com Evaluación Dinámica Iterativa de Modelos de Negocio Iterative Business Model Evaluation Through Business Model Value Network Dynamic Scorecard

2. CONCEPT BLENDING

3. ITERATIVE PROCESS

4. BUSINESS MODEL: AN EXAMPLE

5. SIMPLIFIED VALUE NETWORK

6. PROPOSED SD MODEL MAIN STOCKS Net income Brand recognition Units sold Perceived customer experience #of customers Clarity of guidelines Production efficiency

7. DSC

8. EXAMPLE: SIMULATION OF BUSINESS MODELS CURRENT BUSINESS MODEL DIRECT SELLING MODEL

9. EXAMPLE: SIMULATION OF BUSINESS MODELS CURRENT BUSINESS MODEL DIRECT SELLING MODEL

10. CONCLUSIONS FOR THIS EXAMPLE We wouldn’t recommend refocusing 100% to the direct selling business model, neither the E-Nespresso business model, as the normal target market just appreciate premium value propositions, and wouldn’t tolerate lower levels of service and product quality. They might be considered as small, experimental pilot initiatives in order to generate marginal income.

11. GENERAL CONCLUSIONS This is a powerful tool for evaluating complex businesses with a deeper lense. Other human centered approaches, such as Design Thinking, Human and Life Centred Design, Voice of the Customer, could be integrated into this decision making process in future research

12. THANK YOU! Fabián Juan