Business Model Innovation
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a more recent version for the course on BMGEN at HEC Lausanne
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Business Model Innovation
- 1. ess model b usin innov ation ed a ta lk prepar er by alex osterwald r and yv es pigneu mber 2011 HEC Nove
- 2. n service desig ytelling sc enario & stor task analysis prototyping s from servi ce to busines servi ce blueprint t proces s managemen measuring ness model innovation busi âŁbusin ess model ronment as sessment envi patterns busi ness model
- 7. Time Machine
- 8. 1958
- 9. [sources: Henry Chesbrough, photo: life.com]
- 10. Time Machine
- 11. 1997
- 13. ? what  do  both  examples  have  in  common?
- 14. 1 they  focused  on  product  innova8on  alone  they  empower  the  product  through  the  business  model
- 15. 2 they  simply  copied  from  compe8tors they  invented   a  new  business  model
- 16. 3 they  could  prove  in  advance  that  the  model  would  work they  had  to  take  some  risk  and  experiment
- 17. â The enemy of innovation are two words - prove it - you can not prove â any new idea Roger Martin, Dean Rotman School
- 18. ? So  how  does  one  come  up  with  successful  business  models?
- 19. 123 going  beyond  business  going  beyond design  going  beyond ongoing  product  copying wai8ng model innova8on thinking compe8tors process for  proof
- 20. business  1 model
- 22. common  language  Â
- 24. to describe, challenge, design, and invent business models more systematically
- 25. CUSTOMER SEGMENTS DESCRIBING WHO A COMPANY OFFERS VALUE TO images by JAM
- 26. VALUE PROPOSITIONS DESCRIBING A COMPANYâS OFFER images by JAM
- 27. CHANNELS DESCRIBING HOW A COMPANY REACHES ITS CUSTOMERS images by JAM
- 28. CUSTOMER RELATIONSHIPS DESCRIBING THE RELATIONSHIPS A COMPANY BUILDS images by JAM
- 29. REVENUE STREAMS DESCRIBING HOW A COMPANY MAKES MONEY images by JAM
- 30. KEY RESOURCES DESCRIBING WHAT CAPABILITIES ARE REQUIRED images by JAM
- 31. KEY ACTIVITIES DESCRIBING WHAT ACTIVITIES ARE REQUIRED images by JAM
- 32. KEY PARTNERS THE PARTNERS THAT LEVERAGE THE BUSINESS MODEL images by JAM
- 33. COST STRUCTURE DESCRIBING THE COSTS OF A BUSINESS MODEL images by JAM
- 34. key value customer activities proposition relationships key customer partners segments cost revenue structure key streams resources channels images by JAM
- 35. The Business Model Canvas KEY KEY OFFER CUSTOMER CUSTOMER PARTNERS ACTIVITIES RELATIONSHIPS SEGMENTS KEY CHANNELS RESOURCES COST STRUCTURE REVENUE STREAMS 35
- 36. building building block block building building block building building block block block building block building block building block build ing bu ilding bloc building k block block
- 40. âthe wall is the desk of the futureâ (Dave Gray) 40
- 42. illustra(on
- 43. CIRQUE DU SOLEIL
- 44. Cirque du soleil nage recruit talents stage & ma spectacle & eliminate logistics theater & star & animal shows opera visitors artistic circus new untapped ns market without lio artistic feel & internet atmosphere booking higher ticket increase prices price
- 45. 1 break  out
- 47. ? describe  the  Nespressoâs  business  model  using  the  canvas
- 48. ? ? ? ? ? ? ? ? ? 48
- 49. take-Ââaway 1 Focusing  on  product  innova8on  is  not  enough  anymore,  empower  the  product  through  a  business  model
- 50. design  2 thinking
- 51. analytical intuitive thinking thinking thin king design
- 52. â business people donât just need to understand designers better; they need to become designers â Roger Martin, Dean Rotman School
- 53. the desig nerâs t ool kit ...
- 54. prototyping
- 60. ? what  does  that  have  to  do  with  business  models  and  organiza8on?
- 62. 62
- 64. 64
- 67. analyze from the customer perspective PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS KEY DISTRIBUTION RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS
- 68. Jan Chipchase (Nokia)
- 69. his main weapon
- 70. India mobile study
- 71. 71
- 72. 2 break  out
- 74. Jigar Shah
- 75. ? where  is  solar  energy  par8cularly  useful?
- 76. in the context of shopping centers 76
- 77. ? brainstorm  and  describe  a  business  model  for  a  solar  company
- 78. 1 m shid- in opp to large g solar pananel el center solar p s organizatio ns tion installatio n installa 78
- 79. take-Ââaway 2 donât  fall  in  love  with  your  ďŹrst  idea,  because  it  will  become  diďŹcult  to  con8nue  exploring
- 80. ongoing  3 process
- 81. uncertainty/patterns/insight clarity/focus research designing business model business model design to & understand prototypes be implemented [Source:  adapted  from  Damien  Newman,  Central] 81
- 82. Steve Blank
- 83. 83
- 84. a  business  model  might  look  great  on  paper... building block building buildin block g blo block ck building block building block build in block g building building block ..  but  aUer  all  it  block build in block g is  only  a... building buil d block blo ing ck buildin g block
- 85. ... a set of hypotheses guess guess guess guess guess guess guess guess guess gues guess s guess
- 86. you  needs  to  get  out  of  the  building  and  ...
- 87. test  each  hypothesis (e.g.  with  customers)
- 88. 88
- 89. ...  adapt  the  business  model un8l  you  can  prove  it  works customer customer customer company discovery validation creation building pivot
- 90. only  then  should  you  build  your  company  or  launch  the  project,  else  youâll  risk...
- 91. burning  your  cash  while  searching  for  a  business  model
- 93. take-Ââaway 3 un8l  itâs  in  the  market  there  is  no  proof  that  even  the  best   business  model  on  paper  will  work
- 94. 3 break  out
- 95. Pascal Meyer 95
- 96. ? using  the  canvas describe  the  business  model  for Â
- 98. business  design  ongoing  model thinking process
- 99. business model r eview â common language â 9 blocks â managing as designing â entrepreneurial spirit
- 100. Thank you ... contact@alexosterwalder.com yves.pigneur@unil.ch