Die Business Model Ontology, ein Framework zur Geschäftsmodellbeschreibung und -analyse, unterstützt die systematische (Weiter-)Entwicklung von Geschäftsmodellen

1. Ontologien als innovatives Instrument zur Geschäftsmodellentwicklung Dr. Michael Wegener Hamburg, 03.11.2008

3. Warum wurden sie erfolgreich?

4. Laut Timmons… „ Die Entwicklung einer überzeugenden unternehmerischen Idee (Opportunity) kann als kreatives „Lesen“ der Marktzusammenhänge interpretiert werden. Demnach kann das Entwickeln eines neuen Unternehmenskonzepts bis zu 50.000 Einzelinformationen umfassen und bis zu 10 Jahren dauern. Mit anderen Worten kann der Prozess des Opportunity Screenings oder besser der Entwicklung des Geschäftsmodells - bis zu 10 Jahre umfassen. Innovatione Geschäftsmodell zu entwickeln erfordert von den Gründern demnach ein hohes Maß an analytischer Arbeit.“ Quelle: Timmons / Spinelli 2004

6. Geschäftsmodell/Business Model: Buzzword or Meaningful Artifakt? Erscheinen des Begriffs « business model » in Business Journals (in Business Source Premier) im Vergleich zu NASDAQ.

7. Evolution der Geschäftsmodellforschung define & classify business models list business model components describe business model elements model business model elements apply business model concept Rappa 2001 Timmers 1998 Tapscott, 2000 Linder & Cantrell 2000 Magretta 2002 Afuah & Tucci 2001 Hamel 2000 Weill & Vitale 2001 Gordijn 2002 Osterwalder & Pigneur 2004 definitions & taxonomies "shopping list" of components components as building blocks reference models & ontologies applications & conceptual tools activity outcomes authors Modelling Rigour (towards a business model ontology) Ontologie […] sucht nach den fundamentalen Strukturen der Realität (wikipedia, 2008).

8. Die Business Model Ontology (BMO) Channel Value Configuration Value Proposition Capability Customer Link Activity Offering Resource Criterion Relationship Partnership Actor Mechanism Agreement Revenue Cost Profit Pricing Account INFRASTRUCTURE MANAGEMENT CUSTOMER INTERFACE PRODUCT FINANCIAL ASPECTS What? How? Who? How much?

9. Computer-Aided Business Model Design computer- assisted tool visualization Indicators/measures requirements communication xy modelling & formalization layer application layer usage layer which model? which artefact? Has management improved?

12. Value proposition Core capability Value configuration Partnership Customer segment Relationship Distribution channel VALUE PROPOSITION Revenue Cost HOW? WHAT? HOW MUCH? How do we operate and deliver? How do we collaborate? What are our key competencies? What are our revenues? Our pricing? What are our costs? Who are our customers? How do we reach them? How do we get and keep them? WHO? What do we offer to our customers?

14. Value proposition: Price/Value PRICE VALUE Value frontier Underperformers Me-too Imitative innovation excellence innovation High-end market economy free High-end Quality, comfort … Low cost Major player

16. Customer segments: Montreux Jazz Festival MJF concerts MJF off MJF frequentation MJF recordings MJF brand & franchise MJF sponsorship Festival visitors Shops Sponsors Record, TV, artists Franchisees VALUE PROPOSITION

17. Value proposition: Montreux Jazz Festival

19. Distribution Channel: Montreux Jazz Festival

23. Value configuration How do we operate and deliver? Value activity Value configuration Actor by Description Reasoning Category {Value chain, Value shop, Value network …} needs (in) implements Resource Value proposition refined by is a Category {principal, support …} creates (out)

24. Value configuration: Categories Value chain Value shop Value network

25. Value configuration: Montreux Jazz Festival

26. Core capabilities (resources) What are our key competencies? Resource Value proposition Actor by Description Reasoning Category (generative, transformative, …) required by Core capability is a refined by

27. Capability: Montreux Jazz Festival Attractive MJF Venue Mobilize volunteer staff Atmosphere & experience Contract stars Attract people MJF concerts MJF off MJF frequentation MJF recordings MJF brand & franchise MJF sponsoring Festival visitors Shops Sponsors Record, TV, artists Franchisees VALUE PROPOSITION CUSTOMER Capabilities

28. Business model (Bird’s eye view) Hosts/protocol service, newsletter/Program, franchise

30. Geschäftsmodellvergleich: Überblick SKYPE Telcos

31. Geschäftsmodellvergleich: Überblick

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