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INNOVATE
LIKE
START-UPS
Keynote	
  Patrick	
  van	
  der	
  Pijl	
  
Turkish	
  Innova7on	
  Week	
  Istanbul,	
  	
  
Turkey	
  3-­‐5th	
  December	
  2015	
  
YOU CAN 
DESIGN
BUSINESS
@patrickpijl
Execute
Corporate
Search
Experiment
Forecast
Plan
Learn
NEW TOOLS "
NEW SKILLS
NEW MINDSET
John Maeda
YOUR NEXT CEO
IS A DESIGNER
STUFF THAT "
DOESN’T WORK
How to Innovate like start-ups!
How to Innovate like start-ups!
STUFF THAT "
DOES WORK
How to Innovate like start-ups!
How to Innovate like start-ups!
INTRODUCTION
How to Innovate like start-ups!
How to Innovate like start-ups!
How to Innovate like start-ups!
WE WANTED TO
DISRUPT THE
PUBLISHING
INDUSTRY
How to Innovate like start-ups!
How to Innovate like start-ups!
USD
24
USD
36
USD
54
USD
81
USD
243
OVER 1 MILLION SOLD
30 TRANSLATIONS
How to Innovate like start-ups!
WHY IS
BUSINESS MODELING
SO POPULAR?
How to Innovate like start-ups!
How to Innovate like start-ups!
How to Innovate like start-ups!
UNFORESEEN
TURBULANCE IS A
CONSTANT FEATURE
IN OUR WORLD
Source:	
  Moments	
  of	
  Impact	
  
VUCA WORLD: VOLATILITY,
UNCERTAINTY, COMPLEXITY,
AND AMBIGUITY
Source:	
  Moments	
  of	
  Impact	
  
Source:	
  Moments	
  of	
  Impact	
  
LIKE AN AMUSEMENT PARK:
FULL OF THRILLING RIDES.
NOT ALL OF THEM ARE FUN…
THE WORLD HAS
CHANGED
IN PUBLISHING
FROM THIS…
TO KINDLE.
IN TRAVELING
FROM THIS…
TO TOM TOM.
IN PRODUCTION
FROM THIS…
TO TECHSHOP.
IN PUBLIC
TRANSPORT
FROM THIS…
TO UBER.
IN OWNERSHIP
FROM THIS…
TO BMW DRIVENOW.
IN RETAIL
FROM THIS…
TO AMAZON…
IN MUSIC
FROM THIS…
TO STREAMING
THE RULES OF
BUSINESS HAVE
CHANGED.
ONE SINGLE
QUESTION
WHERE IS
VALUE
CREATED?
NEW TOOLS "
NEW SKILLS
NEW MINDSET
THE BUSINESS
MODEL CANVAS
A BUSINESS MODEL
DESCRIBES THE RATIONALE
OF HOW AN ORGANIZATION
CREATES, DELIVERS AND
CAPTURES VALUE.
CUSTOMER SEGMENTS
1
VALUE PROPOSITION
2
CHANNELS
3
CUSTOMER RELATIONSHIPS
4
REVENUE STREAMS
5
KEY RESOURCES
6
KEY ACTIVITIES
7
KEY PARTNERS
8
COST STRUCTURE
9
CUSTOMER SEGMENTSKEY PARTNERS
COST STRUCTURE REVENUE STREAMSCHANNELS
CUSTOMER RELATIONSHIPS
KEY RESOURCES
VALUE PROPOSITIONSKEY ACTIVITIES
© www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Key
resources
Cost
structure
Revenue
streams
Channels
Business Model Canvas
How to Innovate like start-ups!
How to Innovate like start-ups!
“WE’RE GOING TO PROVIDE
MUSIC TO EVERYONE (ANY
TIME, ANY PLACE) IN A LEGAL
WAY”
How to Innovate like start-ups!
How to Innovate like start-ups!
© www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Key
resources
Cost
structure
Revenue
streams
Channels
Business Model Spotify
(Free)	
  
streaming	
  
music	
  
PlaLorm	
  
developm.	
  &	
  
maintenance	
  
Licensing	
  
agreements	
  
SoPware	
  and	
  
network	
  
engineers	
  
Rightholders	
  
(labels	
  and	
  
publishers)	
  
Adver7sers	
  
Internet	
  +	
  PC	
  
Free	
  
Subscrip7on	
  
fees	
  
Ad	
  fees	
  Royal7es	
  to	
  
rightholders	
  
Salaries	
  
Bandwith	
  
cost	
  
Automated	
  
online	
  
rela7onship	
  
Global	
  music	
  
fans	
  
Adver7sing	
  
PlaLorm	
  and	
  
brand	
  
Bandwith	
  
costs	
  
© www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Key
resources
Cost
structure
Revenue
streams
Channels
Business Model Spotify
(Free)	
  
streaming	
  
music	
  
PlaLorm	
  
developm.	
  &	
  
maintenance	
  
Licensing	
  
agreements	
  
SoPware	
  and	
  
network	
  
engineers	
  
Rightholders	
  
(labels	
  and	
  
publishers)	
  
Adver7sers	
  
Internet	
  +	
  PC	
  
Ad	
  fees	
  
Subscrip7on	
  
fees	
  
Daypass	
  Royal7es	
  to	
  
rightholders	
  
Salaries	
  
Bandwith	
  
costs	
  
Automated	
  
online	
  
rela7onship	
  
Global	
  music	
  
fans	
  
Adver7sing	
  
PlaLorm	
  and	
  
brand	
  
Free	
  
“Free	
  drives	
  
paid”	
  
Streaming	
  
services	
  
Access	
  to	
  
music	
  
Royal7es	
  
A	
  legal	
  way	
  
Two	
  par7es	
  
One	
  funding	
  
the	
  other	
  
How to Innovate like start-ups!
STUFF THAT "
DOESN’T WORK
WANNA SELL
ELECTRIC CARS?
GO TO ISRAEL!
GASOLINE
7,50 A GALLON
SHAI AGASSI
NEW ECOSYSTEM
A BATTERY
SWAPPING
SYSTEM
THEY LOST
THE GAME…
850
HOW IT ALL
STARTED…
2007
END THE
GLOBAL
INDUSTRY
DEPENDENCE
ON OIL
HSBC, Morgan
Stanley, GE &
Israel Corp.
UNIQUE BUSINESS MODEL!
100.000 CARS PRODUCED
5 MINUTES ONLY!
SEPARATE THE BATTERY
AUTOMATED SWITCH STATIONS
SOLUTION
BAIT AND HOOK MODEL
REDUCED CAR PRICE
CHARGE
MONTHLY FEE
WHAT WENT
WRONG?
NO HELP
(SUBSIDY) FROM
ISRAEL
BETTER PLACE
ASSUMED
COMPATIBLE CAR
PRODUCTION BY
OTHER BRANDS
THE FLUENCE
NEW
TECHNOLOGY +
NEW BUSINESS
MODEL
SWAPPING DOES
NOT MAKE ANY
SENSE
SO, WHAT
EXACTLY IS THE
PROBLEM WE
ARE SOLVING?
QUESTION
How do start-ups use the
business model canvas
and value proposition
canvas?
A START-UP: ONETAB
ONETAB AUSTRALIA
MEET SCOTT
NEVER WON A FIGHT…
THEIR IDEA WAS…
TO MAKE SERIOUS MONEY
WITH AN APP
WATCH OUT FOR 
PIVOTS
AN IDEA"
HAS
ZERO VALUE
WHY?
BECAUSE HE "
HAD A BIG PAIN
YOU HAVE DRINKS WITH
YOUR FRIENDS
AND WHEN YOU ARE
DONE…
YOU WANT TO LEAVE
BUT THE PUB STARTED
FILLING UP…
SO THIS WAS HIS IDEA
How to Innovate like start-ups!
PAY AT THE BAR WITH AN APP
How to Innovate like start-ups!
SO WHERE TO
START?
QUESTION
Where would you start?
What would be your next step?
How to Innovate like start-ups!
WHO IS MY CUSTOMER?
WHAT IS "
HIS/HER PAIN?
DISCOVER "
YOUR CUSTOMER
EXACTLY!
THEY VISITED "
40 PUBS
AND FOUND THE"
TOP 4 PAINS
1. BAD SERVICE"
2. BILL SETTLEMENT"
3. CARD LOST"
4. TRANSPORT
SO WHAT "
IS NEXT?
WATCH OUT!
`	
  
FEATURITIS!
"
YOU NEED TO FIND"
THE MINIMUM VIABLE
PRODUCT
SO WHAT "
IS NEXT?
IT IS NOT ABOUT"
THE PRODUCT
IT IS NOT ABOUT"
THE SERVICE
"
IT IS ABOUT THE
BUSINESS MODEL,
STUPID!
QUESTION
What would the business model
options look like for Onetab?
Think about 3 different business model
options for Onetab.
WHAT DOES THE"
#1st BUSINESS MODEL"
LOOK LIKE?
© www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Key
resources
Cost
structure
Revenue
streams
Channels
Business Model Onetab #1
Develop	
  &	
  
maintain	
  app	
  
Drinkers	
  
App	
  stores	
  
App	
  
download	
  
fees	
  
People	
  
App	
  
developm.	
  
Social	
  media	
  
Really	
  cool	
  
app	
  for	
  
buying	
  
drinks	
  
Dev	
  Team	
  
WHAT IS OUR"
KEY ASSUMPTION
HERE?
DRINKERS WANT"
TO PAY 99c FOR AN
APP TO BUY BEERS
How to Innovate like start-ups!
How to Innovate like start-ups!
WHAT THEY
LEARNED…
How to Innovate like start-ups!
CREDITCARD	
  
HANDLING	
  IS	
  A	
  PAIN	
  
IN	
  THE	
  ASS!	
  
THEY MAKE LIFE
EASIER FOR BOTH
WHAT DOES IT"
LOOK LIKE?
WE NEED TO DESIGN"
A VALUE PROPOSITION
FOR VENUES TOO
WHAT DOES THE"
NEXT BUSINESS MODEL"
LOOK LIKE?
© www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Key
resources
Cost
structure
Revenue
streams
Channels
Business Model Onetab #2
Develop	
  
customer	
  
base	
  
Drinkers	
  
App	
  stores	
  
Pay	
  per	
  use	
  People	
  
App	
  
developm.	
  
Social	
  Media	
  
Keep	
  the	
  night	
  
moving,	
  no	
  
worries	
  about	
  
paying	
  
Marketeers	
  
&	
  Dev	
  Team	
  
ONE	
  TAB	
  APP	
  
Faster	
  order	
  
process	
  &	
  
more	
  sales	
  
Staff	
  
Free	
  App	
  store	
  
fees	
  
POS	
  soPware	
  
provider	
  (H&L	
  
Australia)	
  
Develop	
  &	
  
maintain	
  app	
  
BUT WHAT ABOUT
DISTRIBUTION?
How to Innovate like start-ups!
WHAT DOES THEIR"
NEXT BEST MODEL"
LOOK LIKE?
POWER OF DATA. 
“IN GOD WE TRUST. FOR EVERYTHING"
ELSE THERE’S DATA.”
`	
  
SECURED INVESTMENT
How to Innovate like start-ups!
`	
  
CELEBRATION!
MANUFACTURER
FROM EUROPE
A CORPORATE: WAVIN/Pilsa
How to Innovate like start-ups!
MEET ORHUN ÇAPANOĞLU
How to Innovate like start-ups!
How to Innovate like start-ups!
QUESTION
How to Innovate like start-ups!
How to Innovate like start-ups!
LOOKED AT THE
NUMBERS
WROTE THE PLAN
WHAT THEY
WANTED?
How to Innovate like start-ups!
WHO IS OUR
CUSTOMER?
WHAT IS THEIR
PROBLEM?
WE FIRST STARTED
TO INNOVATE
ONLINE
How to Innovate like start-ups!
3D PRINTING
How to Innovate like start-ups!
DIRECT TO
CONSUMER
a consumer
eco system
water &
resourcescommunication
design waste
finally things connect!
HELP THE "
PLUMBER
Q&A
montage
manual
knowledge
desk
certificates &
education
job
central
order
central
personal
contact point
montage
manual
plumber
central
AMCO
AMCO
QUESTION
Which one do you fall in
love with?
1 – online"
2 – 3D printing"
3 – direct"
4 - plumber
HOW CAN YOU "
TEST YOUR
ASSUMPTIONS?
LET’S GO ON
SAFARI!
ROLAND
TRAVEL GUIDE
SUAT (ISTANBUL)
OBSERVER
INTERVIEWER
OYKU (ISTANBUL)
OBSERVER
NOTE-TAKER
WATCH FIRST,
THEN ASK
LOOK FOR NEEDS,
NOT SOLUTIONS
RECORD THE
OBVIOUS
OUR EYES OUR EARS
CAMERA NOTEBOOK AND PEN
DAY 1"
MECHANICAL
CONTRACTORS
How to Innovate like start-ups!
DAY 2"
INSTALLERS
ONE OF
CETIN’S
TEAMS
(2 PEOPLE) IS
WORKING IN
THIS
How to Innovate like start-ups!
DAY 3"
DISTRIBUTORS
How to Innovate like start-ups!
TO SUMMARIZE
WHAT WE LEARNED
CONTRACTORS ARE NOT CUSTOMERS
IT’S NOT ABOUT ONLINE…
QUALITY WAS BAD…
IT’S ABOUT EDUCATION!
DISTRIBUTION IS KEY!
CONFIDENTIAL	
   214	
  
CONFIDENTIAL	
   215	
  
CONFIDENTIAL	
   216	
  
AMCO
CONFIDENTIAL	
   217	
  
CONFIDENTIAL	
   218	
  
CONFIDENTIAL	
   219	
  
THE WAVIN PILSA ACADEMY
TO SUMMARIZE
USE TOOLS"
DEVELOP SKILLS
THIINK LIKE A
DESIGNER!
FIND"
REAL PAIN"
FROM CUSTOMERS
SOLVE PROBLEMS"
FOR MANY
BUILD SCALE!
GET YOUR
BUSINESS MODEL
RIGHT!
JFDI YOURSELF!

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How to Innovate like start-ups!

Notes de l'éditeur

  1. It is about new tools, skills and mindset.
  2. It is about new tools, skills and mindset.
  3. We need to visit our customers…
  4. How can you save 50 million euros?
  5. We need to visit our customers…
  6. Meet Scott Cross who’s job is a banker and his hobby is cage fighting.
  7. And he founded Spotify, together with his business partner Daniel
  8. Now.. What is actually the defenition of a business model?
  9. We need to visit our customers…
  10. We need to visit our customers…
  11. Meet Scott Cross who’s job is a banker and his hobby is cage fighting.
  12. Tell me, you are Scott. You have this idea. What are you going to do?
  13. Meet Scott Cross who’s job is a banker and his hobby is cage fighting.
  14. By the way, he never ever won a fight…
  15. But he and his friend Paul had an idea…
  16. …to earn $1 MILLION through an app that people use to order drinks
  17. Everyone can make them and a lot of people are building apps…
  18. But watch out when you run a start-up. There is a lot of bla bla bla. You need to look for pivots in your business model. A pivot is a strong turn of direction of one of your building blocks by insights from customers. Meaning big time customer data.
  19. What was the idea about? Why was Scott convinced?
  20. Because it started with a true pain…
  21. You have drinks with your friends in the bar…
  22. But when you are done and would like to pay…
  23. The pub is full of people and nobody wants to help you settling your bill…
  24. But he and his friend Paul had an idea…
  25. Build an app so you are able to open a tab on your mobile phone not needing to interfere with the venue staff not needing to bring your credit card
  26. This is the app that connects the Punter with the Pourer.
  27. Duh! We almost forgot something…
  28. Tell me, you are Scott. You have this idea. What are you going to do?
  29. PAUL AND SCOTT WENT OUT OF THE BUIDING TO TEST (VALIDATE) THEIR IDEA
  30. They needed to figure out who their customer is…
  31. So what is the pain of their customer?
  32. We need to visit our customers…
  33. Their customers are still the party animals on a night out…
  34. It is easy to go mad about features, you want to develop more and more… But that does not make sense at all…
  35. PAUL AND SCOTT WENT OUT OF THE BUIDING TO TEST (VALIDATE) THEIR BUSINESS MODEL
  36. Their customers are still the party animals on a night out…
  37. The OneTab app enables the staff of the venue to focus on serving drinks (not taking payments)
  38. They found out that creditcard handling is a pain in the ASS for both the venue as well as the drinker
  39. Picture with Scott, Michael and Patrick