비즈쿨 사업계획서 워크북(학생용)
214
Transcript of 비즈쿨 사업계획서 워크북(학생용)
-
06_ 30_
114_
64_ )
138_
92_
166_
08_ I -1.
18_ I -2.
25_ I -3.
32_ ()
43_
44_ ()
66_ ()
79_
80_ ()
94_ ()
107_
108_ ()
117_ ()
123_
124_ ()
140_ ()
151_
152_ ()
168_ ()
175_
176_ ()
186_ ( )
20145
(www.smba.go.kr)
(www.kised.or.kr)
Tel.042)480-4462Fax.042)480-4308
7975
()
()
()
()
CharisDesignNetwork
ISBN 979-11-85826-00-4
-
06_ 30_
114_
64_ )
138_
92_
166_
08_ I -1.
18_ I -2.
25_ I -3.
32_ ()
43_
44_ ()
66_ ()
79_
80_ ()
94_ ()
107_
108_ ()
117_ ()
123_
124_ ()
140_ ()
151_
152_ ()
168_ ()
175_
176_ ()
186_ ( )
-
6
1 2 3 4 5
6
,
Keyword
-
7
1
,
:,()()
()()(
2
()
()
3
,
CheckList////
BMBM
()BM
4
(VOC1)
()
5
/(/)
()(,,)
6
List,
Team
-
8
.
,
.,
.,
,,,
.
,
,,
.
(188328~195018)
1.
.
. ,
.
,
-1.
-
9
. ,
.
18
200
.
.
1912 (J.A.
Schumpeter) .
.
.
.
,
.
?
.
.
.
,
.
.
.
. ,
?
.
.
,
.
. ?
, ,
.
-
10
.
.
.
,
.
1952625
.8
.
.30
.
.
,,
.
A&P500
.300
1500
()
.
.
.
.
.
.
..
.
,
.A
.
33
.290.
2006-01-05
-
11
? .
.
?
. !
...
.
.
.
.
.
, ?
.
.
.
(mental),
,.
.,
.
,
.(,
,)
,
.
.
.
.
.
?
-
12
-2014-02-02
.
.
.
.
.
.
.
.
.
..
.
.
.
.
.
.
108.
.
.
..
..
KAIST
. (Hot)
.
-
13
.
?
.
.
.
,
.
,
-
.
.
.,
.
.
.
.
510
..
90%.
.
..?
.?.
``.
.
90%.,
.2
.
.
.
. 5~10
. .
-
14
[?]
-2014-02-26
.
.
1150
1000.
.CPO
2007
.3
.3.
180.35
.
CPO
.
(airbed)(breakfast)
.CPO
.
CPO
.
.
2 .
.
.
2008
,,
500
,,,,
12
50
25(27,000)
-
15
.
.
,
.
?
. .
,
,
.
.
?
-2014-03-07
.
,,,,
.
.
.
.
.SPA
,,
.
.
?
.
,,
.
SPA
? .
.
.
-
16
?
.
,
.
.
?
.
?
-
CEO.
CEOCEO
..
.CEO
.
CEO.
.()
CEO
CEO
..CEO
...
,.
.()
?
.
.CEO
.
.
.
-
17
.
.
.
?
.
.
.
1
.
1 .
?
?
? .
?
,
.
.
?
.
?
? .
.
.
.
.
.
.
-
18
-2. - -
(.)
1..
2..
.
3..
.
4...
1% 99%
2. //
(Idea)
, ,
.
,
.
.
, , ,
.
-
19
1
Substitute ?
Combine ? +=
Adapt /?
Modify,Magnify,Minify ,? TV,30
Puttootheruses ?
Eliminate ?
Reverse,Rearrange ?
?
S ? .
C ? mp3.
A /?.
M ??,
.
P ? .
E ? .
R ?? .
[]
.
( ),
( ),
( ), (
), (
)
.
,
.
,
,
.
. , ,
,
.
-
20
2 7
(Bob Eberle) (Osborn)
.
SCAMPER (Substitute),
(Combine), (Adapt),
(Modify-Magnify-Minify),
(Put to other uses), (Eliminate),
(Rearrange)
.
,
.
.
.
,
,
.
?
2,1, ()
?
?
?
-
21
.
.
3
?
?
.
,
.
.
,
.
,
.
.
.
.
,
.
.
,
.
.
.
.
.
.
LG ERI
-- 2014. 4. 2
().()()
-
22
4
. .
.
.
.
.
( ,
), , ,
.
.
,
.
:()
?
?
:
?
:
?(:-)
3 ?
(:3)
. 100
.
,
( )
.
TRIZ
-
23
?
:
?
:?
?
, ,
.
: BMO(Bruce Merrifeld-Ohe)
BMO1978
R&D
,,
.
,
.
(120)
(60)(?)
(60)(?)
No No
1 10 1 10
2 10 2 10
3 10 3 10
4 10 4 10
5 10 5 // 10
6 10 6 10
60 60
120
60
0
60
80
35
(+)8035
(+)8035
-
24
.
.
(what)
(who) (why)
.
, ,
,
.
1 ()
2
3 2012
4
5
6 ,
7 LTE
8 ,
9 1 ,,
10
.
.
.
.
.
.
.
(end-to-end)
.
.
.
LGERI ( ,
, 2014.1,21.)
2012 10
(www.seri.org)
-
25
-3.
3.
.
.
((, ())
(, , ) (,
, ) .
,
.
.
, ( )
.
,
.
,
.
.
, , ,
, ,
.
-
26
1 2 3 4 5
6
,
Keyword
1
,
:,()()
()()(
2
()
()
3
,
CheckList////
BMBM
()BM
4
(VOC1)
()
5
(/)
()(,,)
6
List,
Team
-
27
.
()
.
1
,,
1
2
3
1
()
.()
.
2
()
1
2
,
3
-
28
(
)
.BM
,
.
3
BM
BM
()
Check
BM
3
1
2
3
.
.
4
,
()
3
1
2
-
29
(BM)
()
,
.
5
, ,
2
1
3
,
6
3
1
2
-
30
.
()
.
,
,
,
1 2 3
-
31
12,3
,.
12.
2
WS 1.5
()
3
WS 1.6
()
WS 1.7
1
Tip
WS 1.1
WS 1.2
WS 1.3
()
WS 1.4
-
32
I.
1
.
()
.
1.?
2.
3.
4.
5.
6.
?
.
.
.
, ,
,
.
.
-
33
.
.
(Entrepreneur, )
.
.
.
LG, SK,
.
99% (Medium & Small Business)
. , , IT
.
.
.
.
.
.
.
98 08
379 767 1,146
61 221 160
19691978
81.5%
.1980
3,400
.
5%77%.
15%
94%
.
-
34
.
.
.
1998 2008
,
379 ,
61 .
. 20
.
.
.
?
.
.
20
(Microsoft) BillGates&PoulAllen
(Netscape) MarkAndressen
(DellComputers) MichaelDell
2000(McCowCellular) CraigMcCow
(AppleComputers) SteveJobs&SteveWozniak
(DigitalEquipmentCorp.) KenandStanOlsen
(FederalExpress) FredSmith
(Google) LarryPageandSergeyBrin
(Genentech) RobertSwanson
(Polaroid) EdwardLand
(Nike) PhillKnight
(LotusDevel.Corp.) MitchKapor
(Yahoo) DavidFiloandJerryYang
(Facebook) MarkZuckerberg(at19)
(Youtube) ChadHurley
-
35
.
. , ,
(Business)
, .
.
,
.
.
.
.
?
.
. 2000 2010
.
3 55% , 7
32%, 10 24%
.
(
) .
.
, .
.
.
, .
()95%
1980E-ElectronicGeneration
.1997
(3,500)
.1980IBM
,,,
.
20.
,
,
,
19.
-
36
(,2012)
0 1 2 3 4 5 6 7 8 9 10
0.00 0.84 0.67 0.55 0.46 0.39 0.34 0.30 0.26 0.25 0.24
0.00 0.16 0.33 0.46 0.64 0.61 0.66 0.71 0.74 0.75 0.76
1.00 0.97 0.87 0.77 0.68 0.62 0.56 0.50 0.45 0.43 0.44
1.00 0.80 0.66 0.53 0.44 0.37 0.32 0.28 0.25 0.24 0.22
1 1.00 0.87 0.71 0.59 0.60 0.44 0.39 0.34 0.30 0.29 0.28
1.00 0.89 0.75 0.63 0.64 0.43 0.42 0.37 0.33 0.32 0.32
1 1.00 0.84 0.67 0.56 0.48 0.42 0.37 0.32 0.29 0.28 0.26
6 1.00 0.83 0.65 0.53 0.44 0.38 0.32 0.28 0.25 0.23 0.22
5 1.00 0.93 0.81 0.69 0.59 0.63 0.47 0.42 0.39 0.39 0.38
1.00 0.84 0.67 0.55 0.46 0.39 0.34 0.29 0.26 0.25 0.23
1.00 0.84 0.67 0.55 0.46 0.36 0.34 0.30 0.27 0.26 0.24
1.00 0.83 0.66 0.53 0.44 0.37 0.32 0.28 0.25 0.23 0.22
1.00 0.97 0.89 0.80 0.72 0.66 0.61 0.56 0.53 0.57 0.56
.
,
.
, .
.
.
.
.
.
?
.
.
.
-
37
2 ?
.
.
,
.
.
.
,
.
.
,
,
?
.
,/
.
,
/
.
.
.
/,
.
(Alertness)
/.
.
,
.
.
.
.
.
,
.
.
-
38
,
.
, ,
,
.
.
.
,
.
.
,
.
.
.
, .
.
.
, .
.
.
.
.
, .
(Passion)
.
.
(
) ,
.
?
.(1)
,(2)
,(3)
.
.
,
.
-
39
3
, (Professionalization).
.
.
.
, , ,
.
:
.
:(Risk)
1012
,
.
:
.
:
.
Worksheet 1.1
.
. /
, / ,
,
.
:
,/
.
:/,
,
.
:,
.
:,
.
Worksheet 1.2 .
-
40
4
5
(Worksheet 1.1)
(Worksheet 1.2)
.
?
(Worksheet
1.3)
.
?
.
.
.
.
.
.
,
.
.
.
.
.
24
.
24
.
,
,
.
.
-
41
6
,
.
,
.
Worksheet 1.4
.
/
,
.
()(Worksheet 1.5)
.
, , ,
, ,
.
()
/
,
/
.
()
/
/
.
Worksheet 1.6 ( )
/
, /
.
/
,
/
.
/
.
/
/
.
.
-
42
(R&D)
/ ,
, , (A/S)
.
.
.
Worksheet1.7
(CEO)
,
, , ,
, .
,
.
-
43
.
()
.
1
,,,
1
2
3
12,3
,,12
.
Tip
1
WS1.1
WS1.2
WS1.3
WS1.4
2 WS1.5 ()
3WS1.6 ()
WS1.7
-
44 Worksheet 1.1
, ,
,
.
: https://play.google.com/store/apps/details?id=jbs.DISC&hl=ko
MBTI : MBTI
, ,
T o o l
, CEO ,
DISC, MBTI,
.
( )
0 10 .
100~80,80~60,60
-
45
(0~10)
?
?
?
?
10
12?
?
?
?
?
?
-
46
(0~10)
? 7
? 5
? 5
? 6
10
12?7
?8
? 9
? 8
? 5
?6
66
-
47Worksheet 1.2
.
, ,
, ,
.
T o o l
, ,
Value Chain
.
, , , .
(5), (4),
(3), (2), (1)
.
.
-
48
()
.
(5)
(4)
(3)
(2)
(1)
.
().
.
.
.
.
.
.
.
.
.
.()
.
-
49
. 2
(5)
(4)
(3)
(2)
(1)
. 3
(). 4
. 2
2.75
. 2
. 3
. 3
. 3
2.67
. 1
. 2
.
1.5
. 2
.() 4
. 5
3.67
-
50 Worksheet 1.3
(WS 1) (WS 2)
.
T o o l
, (WS 1), (WS 2),
CEO( )
.
.
.
( .)
-
51
-
52
:
.,CEO.
,
.
:,
.
.
9.00
9.00
9.00
8.50
3.50
4.00
4.00
3.00
.
.
.
-
53Worksheet 1.4
.
,
.
T o o l
,
( )
.( ,
)
.( ,
,
)
( ) (WS 6)
.
-
54
1
?
.
.
//.
.
2
(Job)
?
.
.
.
3
?
.
.
.
10
-
55
1
?
. 7
. 8
//. 8
. 5
2
(Job)
?
. 9
. 8
.9
3
?
. 8
. 7
. 7
10
-
56 Worksheet 1.5
.
.
.
.
.
2014 ( )
http://search2.seri.org/seri/forum_result.jsp
http://www.seri.org/db/dbReptL.html?g_menu=02&s_menu=0205
2013 10 "
http://www.hankyung.com/news/app/newsview.php?aid=2012111914351
2013
http://www.seri.org/kz/kzBndbV.html?pgno=2&no=126801&pgca=4&ucgb
=KZBNDB
T o o l
,
,
( )
-
57
()
A
1 :
2
3
B
1 :
2
3
C
1 :
2
3
-
58
A
()
1
Fun
:
(kdb
)
2
3
B
1
:
2
3
()
-
59Worksheet 1.6
()
.
T o o l
, , ,
.
.
.
.
() .
() .
.
()
-
60
()
-
61
,()
,,
,
1.
1.
2.
3.
2,
4.
30cm4,10cm2,5cm1
:,
2.
3. 4. 5.
()
-
62 Worksheet 1.7
() WS 1 ~ WS 6
.
T o o l
, WS 1 ~ WS 6,
()
.
(WS 1) (WS 2)
.
-
63
CEO
CEO
-
64
,
(
)
1 2 3
-
65
32
1 ()
.
() ,
.
.
, , .
1,
.
WS 2.3
WS 2.4
1
Tip
WS 2.1
()
WS 2.2
-
66
.
1 ()
. ()
.
. ,
, .
1 2
.
1
.
.
, ()
.
2 ()
, ,
.
, ,
,
, , .
-
67
1
1
(sources of information)
.
(market information)
.
, ,
,
1 1 .
, , .
,
.
.
,
,
.
.
(person-to-person interview),
(telephone interview),
(computer-aided interview)
, ,
, ,
( :
)
.
(survey)
,
,
,
.
() .
-
68
2
VOC (Voice of Customer: )
,
.
,
.
VOC(FGI)
.
.
.
.
?
.
.
.
.
VOC.
,
.
VOC.
VOC.
VOC
.
2 2 .
http://www.kostat.go.kr
http://dart.fss.or.kr
http://ecos.bok.or.kr
http://www.ndsl.kr /
-
69
.
(
)
.
.
( )
.
: http;//kostat.go.kr
(DART;DataAnalysis,RetrievalandTransferSystem)
,
.
: http://dart.fss.or.kr
-
70
1
19506,,,,,,
,
823
(20144)
.
.
: http://ecos.bok.or.kr/
(IP:IntellectualPropertyRight)
, ,
, (patent
right), (utility model right),
(design right), (trade mark right)
,
.
.
2
,
1
. 1
. 2
.
-
71
.
.
15000,
2%.
.
.
.
.
.
.
]
(, 2014)
,
.
,
,
.
.
.
.
,
.
-
72
DB,,
,
.
: http://www.kipris.or.kr/
.
,
,
.
.
DB
KIPRIS http://www.kipris.or.kr
USPTO http://www.uspto.gov/patft
Espacenet http://ep.espacenet.com
IPDL http://www.ipdl.inpit.go.jp/homepg.ipdl
WIPO http://www.wipo.int PCT
-
73
3
, (,2014.4.15.)
100
.15
2006700
2012
100
.
.
20076,,
.
660
100.
.
2
.
.
.
,
.
,
.
,
.
. , 3
.
. ,
-
74
2
(http://kostat.go.kr) -
1
,
.
,
.
.
.
-
9
.( 1277 .)
(Value Chain) .
-
75
(
) ()
()
. ,
.
,
.
.
2
.
- (Primary Activities) : , /
, ,
, /
.
- (support activities) ,
, ,
Firm Infrastructure ()-(),,,,
Human Resource Management ( )-,(,,)
Procurement ()-,,,
Technology Development ()-R&D,,,
Inbound Logistics()
Operations()
Outbound Logistics()
Maketing &Sales
()
Sevices(A/S)
-
76
,
.
,
.
-
. ( , , ,
.)
-
. (
,
)
- .
, ,
.
- ,
(50%)
10~15% 7.5%
/
40~45% 35%
42~47% 50%
()
(http://www.dckorea.co.kr/tt/156)
( )
-/
/,/
/,/ ,,
DC/MC
BM ,,
/
5%,5~10%
25~30% 15% 7%
YGEnt,SMEnt,Ent,Ent,JYP
,,Ent,AV
35~40%
/,/ / Agent
ContentProvider(CP)
ServiceProvider(SP)
/,/
/
DRM/
BM ,,
/
/
/
5%,2.5%
35% 5% 5% 20% 20%
YGEnt,SMEnt,Ent,Ent,JYP
,
5425,,
,,Nate,Maxmp3
/(DRM),()
-
77
(2011,,p.119)
.
(,http://www.gnc.re.kr)
Ex),,,,
,,,,.
.
/
Ex)(),()
,
/
Ex):,:,
/
(),(),,.
Ex),
.
,,.
Ex)()
Ex)
&
&
()
()
,
ee
e
-
78
. ,
, ,
.
1
-()
2
:
()
,
,
3
-(PCB)
-,(50)
:GE
-
(,10),
4
()
(3D)
-
79
1WS2.1 ()
WS2.2
2WS2.3
WS2.4
1,
.
Tip
1WS2.1 ()
WS2.2
2WS2.3
WS2.4
1
()
.()
.
.
2
1
2
3
()
,
-
80
.
,
() .
.
, , ,
.
.
Worksheet 2.1
()
.
IT : (http://www.kisa.or.kr)
: (http://www.khidi.or.kr )
(http://kostat.go.kr)
T o o l
, , ,
()
-
81
()
()
1
2
3
4
5
-
82
()
1
189,900
1
2
12~14
3
45
4
3
,
5
14~16
,
()
-
83Worksheet 2.2
,
.
()
(http://ww.kca.go.kr)
(http://www.ccn.go.kr)
(http://kostat.go.kr)
T o o l ,
.
.
.
() .
-
84
1
()
1
2
3
2
()
1
2
3
3
()
1
2
3
-
85
1
6.1% 1,021,008
()
1
2
3
2
5%
()
1 .
2 .
3
3
6
()
1
2
3
4
()
1
2
3
-
86 Worksheet 2.3
.
.
- - -
.
IT : (http://www.kisa.or.kr)
: (http://www.kocca.kr)
: (http://www.khidi.or.kr)
: (http://www.seda.or.kr)
: (http://kess.kedi.re.kr/)
(http://kostat.go.kr)
T o o l , , value chain
.
(----,
---)
.
Player() .(
)
2-step .
-
87
1-step: -
1
2
3
4
5
6
2-step : player() - option
(,,(),)
1
2
3
1
2
1
2
3
4
-
88
1-step: -
1 ()
2
3
4 ,,
119
5
6
2-step : player() - option
(,,(),)
1
2
3
1
2
1
1999 320
2000 1100
1972 670
1957 1380 SA
2
1876 -
- - -
3
1980 -
2001 -
4
119 2006 -
2003 -
2002 -
-
89Worksheet 2.4
.
((http://www.msip.go.kr)
(http://www.mw.go.kr)
(www.mospa.go.kr)
(http://www.molit.go.kr)
(http://www.mcst.go.kr)
(http://www.kcc.go.kr)
(http://www.cha.go.kr)
T o o l
, , PEST, 5Forces Model
(, , , )
.
.
.(,)
-
90
1 1
2 2
3 3
1 1
2 2
3 3
1 1
2 2
3 3
1 1
2 2
3 3
1 1
2 2
3 3
-
91
1 1
2 SNS 2
3 3
1
1
2 2
3 3
1OpenSource
1
2 DB 2
3 3
1
1
2 2
3 3
1 1SNS
2 2
3 3
-
92
()
BM ,
.
BM
,
BM
BM
()
Check
1 2 3
-
93
21
1,2
BMBM
WS 3.2
BM
Tip
WS 3.1
()
Check List
-
94
1
.
.
.
.
.
.
.
?
.
. .
.
.
.
. ?
.
-
95
.
.
.
.
,
.
.
.
?
.
. ,
.
.
.
.
.
.
.
,
.
(Rolex),(Swatch)
.
-
96
,
.
1972
.
.
40%,1985
416000
,
.
..
(MCD)4.
.
.(,2012)
2 .
,
.
.
.
. ,
,
.
. ,
.
-
97
3
. ,
?
.
.
.
.
.
,
?
.
.
(Business Concept)
.
,
.
.
.
(1)?
(2)?
(3)?
(4)?
(5)?
(6)?
(7)?
.
-
98
.
.
.
.
,
.
.
.
.
.
,
. ,
.
,
,
.
,
()
()
()
-
99
. ,
.
,
.
.
.
.
,
.
,
.
.
.
(1)
(2)
(3)%
(4)
(5)
(6)
,
.
(1)
(2)
(3)
(4)
(5)
(6)
(7)
.
-
100
4
1 3
.
,
,
.
,
. ,
.
.
. ,
3 .
4 .
1 .
2
.
2 . 2
. 1
.
.
BM
/
()
(FatalFlaw)
/
BM/
-
5
101
.
.
3
. BM
.
.
4
. BM
.
.
BM
BM
? .
,
.
.
,
. ,
(Positioning)
.
,
.
BM
.
BM
.
,
.
-
102
.
. ,
?
. ?
.
.
?
. 3
1-2
, 3
.
.
,( 100 )
,
3-5
.
?
.
(1)?
(2)?
(3)?
(4)?
(5)?
(6)
?
(7)?
BM
.
BM
,
,
. BM
BM
. BM
.
-
103
BM 6
. BM
,
.
.
()
()
!!!
(++)
[ ]
.
4Food2.0
.
14
,
,
,,
.
25
.
[ ]
,
FFS(FollowFriendlyStaff)
.
[ (Platform Business Model)]
(Zipcar)
.
:
,
.
(value proposition) :
5040
(zipcar)
,
.
.
(RelayRides):
.
:OpenInnavation(,,2009)
:
-70%
2,4
1945
: Nano--,20081,2009
-:2,300(280),:4,000
-:3.1m,:1.5m,:1.6m,8%,21%
-623cc,5,105km,:12.6km
:,ABS,
:
:
:21%
()
:(kit)
(:20%)
-,,:3
-:()
-
-:
-
-
104
.
.
,
.
(BM) ,
. (BM)
.
.
(1).
(2).
(3)9
(4).
(5)
.
(6)
.
(7).
(8)
.
(9).
.
Metro
1
. ,
.
.
,
,
AlexanderOsterwalder&YvesPigneurBusinessModelGeneration,Wiley,2010
-
105
.
.
(BM)
.
(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)
(9)
(10)
(BM)
?
(BM) .
Keypartner
KeyActivities
ValueProposition
CustomerRelationship
CustomerSegments
KeyResources
()
Channels
,,
CostStruvture&
RevenueStreams
Keypartner
KeyActivities
ValueProposition
CustomerRelationship
CustomerSegments
KeyResources ()
Channels
CostStruvtureproductionmarketingB2Cdistribution
RevenueStreamsSalesofNespressopodsSalesofNespressomachines
Coffeemachinemanufacturers
Retailoutlet
Nespressostores
MailorderCallcenter
Nespresso.com
B2Cdistribution NespressoClub
marketing
Production(CSV)
Coffee
Distributionchannels
patents
productionfacilities
coffergrowers
Nespressomachines
Nespressopods
Households(espressofans)
businesses
-
106
6
(1)
(2)
(3)()
(4)
(Triage Process)
(Fatal Flaw) .
(Triage) .
.
.
(Fatal Flaws)
.
(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)
(9)
(10)
(11)
(12)
(13)
(14)
(15)
(16)
(17)
(18)
(19)
(20)
,
1
.
-
107
()
BM,
.
3 1
2
3
BM
BM
()
Check
BM
1 WS3.1 ()CheckList
2 WS3.2 BM
-
108 Worksheet 3.1
(,
,, , , )
.
()
T o o l
, ,
.
.
1~5 1,
5 .
.
(.)
() Check List
-
109
( ) C h e c k L i s t
1 2 3 4 5
()?
?
?
?
?
?
?
?
?
?
?
()?
()?
()?
()?
-
110
( ) C h e c k L i s t
1 2 3 4 5
()?
4
? 2
? 2
? 3
? 3
?
4
? 4
? 3
? 4
? 4
? 4
()?
4
()?
4
()? 3
()? 4
-
111Worksheet 3.2
(,
,, , , )
.
()
T o o l
, , , BM(Business Model) ,
, BM
.
.
() ()
. (, .)
BM
-
112
B M
()
-
113
B M
Dell()
( )
IBM
PC
.
,
.
PC
2%.
-:
(Just-in-time)
()
.
-
114
,
()
1 2 3
-
115
2 31
3
.
.
WS 4.2
WS 4.3
WS 4.4
()
WS 4.1
-
1)(Animatronics).
Animation+Electronics,
..
2),,
3)
116
.
3
.
.
,
.
(1) ?
(Core Competency) (C. K.
Prahalad and Gary Hamel)
.
,
.
, .
, .
,
.
-
117
.
, ,
.
, ,
,
.
,
.
.
(MS) IT
.
?
.
,
.
(2) ?
.
.
,
(Open Innovation) .
? 5 .
1).
,,
.
2).
,,
.
,,,
.
3).
.
,
,
.
4).
,,
.
CEO.
.
,
.
-
?
1)(,)
.
2)
.
3),
().
4),
.
5)
.
118
5),.
.
,
,
.
.
. .
.
.
. ,
,
.
.
.
.
.
?
, .
. .
20
. 40 , 50 60 3
, 60
.
,
.
, (Benefit)
.
(Value Proposition)
,
.
,
-
119
. /
.
.
.
.
,
, .
, ,
.
(-).
? 200 vs 34CEO
22003,
.MP3,
.(07)
150~200
,
.
.1976
.
.2009
4
.2,000
.
,
,.
1.
.2011
3
6
.
34
.
100~200
.
.
-
(ZIPCAR)
.(Munchery)
(weteachme).
(Kiple).
.
.
120
6
.
1):?
2):
?
.
3):?
4):
?
5):
?
6):
?
(Neil Rackham)
(Capability),
(Impact), (Proof), (
) .
.
,
.
.
(customer value propo-
sition)
.
.
, ,
.
,
.
.
10 .
6
,
.
4 ,
: . 2014.03
10
15.9Marriott
Hilton $21.9billion
Starwood 15.0
Airbnb 10.0
Wyndham 9.3
Hyatt 8.3
InterContinental 8.0
-
?
1).
2).
(,)
.
?
3).
.
4)
./
.
5),
.
6).
7)
.
121
(www.airbnb.co.kr)
. 2014
331
.
6
.
.
,
.
.
?
.
20088
(www.airbnb.co.kr)
,,.6
,100(10).
-
122
(www.airbnb.co.kr)
2008
.619234,000
60
400.
20132.5,2
,
.,
.
.
.
,30
.,
(Zoning),
.
.
.
,
(HotelTax)
.1)
.
.
.
,100(10)
.
.
.
20143100
.100
10
16.8(2013),
.
.6
.
(Uber)IT
(
)
.
1) The Airbnb Economy in New York: Lucrative but Often Illegal, , 2013. 11.4. http://www.nytimes.com/2013/11/05/nyregion/
2) , 2014. 3.21. Airbnb Is in Advanced Talks to Raise Funds at a $10 Billion Valuation.http://online.wsj.com/news/articles/SB10001424052702303802104579451022670668410., 100
-
123
3
.
.
4
1
2
3
,
()
1 WS4.1
2 WS4.2
3WS4.3
WS4.4 ()
-
124 Worksheet 4.1
(, , /, . , )
.
Prahalad, C.K. and Hamel, G. (1990) The core competence of the
corporation, Harvard Business Review (v. 68, no. 3) pp. 7991
Leonard-Barton, D. (1992). Core capabilities and core rigidities:
A paradox in managing new product development. Strategic
Management Journal 13-S1. p. 111125
T o o l
,
.
. (1:,2:,3:,
4:,5:)
: 1~2 , 4
5 .
(.)
-
125
(1:.5:)
?(,,,)
?
?
? .
?(,,)
?
/
?
?
?
?(,)
?
?
?
,?
.
?
?
//?
-
126
(1:.5:)
?(,,,)
. 4
? . 5
? . 3
? . 2
?(,,)
. 1
? . 1
/
?
3
?
2
? . 5
?(,) . 3
? . 3
? . 2
? . 4
,?
. 5
? . 2
? . 2
//?
2
-
127Worksheet 4.2
(WS 2-2)
.
IBM : https://www.collaborationjam.com/
(2012), , , , ,
(2013), , ,
T o o l
, , VOC(Voice of Customer: ),
IBM, JAM
.
(, .)
(VOC) .
VOC ,
, 3
% .
VOC 60%
.
-
128
1
VOC
? %
1
2
3
2
VOC
? %
1
2
3
3
VOC
? %
1
2
3
4
VOC
? %
1
2
3
-
129
1
VOC
? %
1 5 50
2 6 60
3 3 30
2
VOC
? %
1 5 50
2 2 20
3
3
VOC
? %
1 5 50
2
3
4
VOC
? %
1
2
3
-
130 Worksheet 4.3
,
.
(WS 4-2), (WS 4-1)
: https://www.airbnb.co.kr
: http://hanok.visitkorea.or.kr
(2013), ,
Robert S. Kaplan; David P. Norton (1 February 2004). Strategy maps:
converting intangible assets into tangible outcomes. Harvard Business Press.
T o o l
,
.
, ,
.
.
, ,
(, ) .
-
131
-
132
:
.
20-30.
.
.
(-).
,(,),
.
,.
.
,
.
1/2.
,
,.
-
133
:
)
.
20-30.
.
.
-
(-).
,(,),
-?
.
,.
.
,
.
1/2.
,
,.
-.
(2) .
.
-
134
(6%)
,
(30%),,
(40%),
.
. (Customer
Value Proposition) .
-?
-?
?
-
?
?
:2013201312.2%.
:
()
-
135Worksheet 4.4
.
T o o l
, ,
.
()
.
.
.
/ .
.
()
- : ,..
.,.
.
-
136
()
(
)
-
137
?
()
,
(
)
()
() ()
() ()
() ()
() ()
4,500 4 150 4 190 4 56 4
,
1.
1.-
2.-
3.-2
,
4.-30cm4,10cm2,
5cm1
:,
2.
3. 4. 5.
1)
.
2)
3).
4).
5)
.
-
138
() ,
.
(..)
,
()
1 2 3
-
139
1 2 3
WS 5.2
WS 5.3
(..)
WS 5.4
WS 5.1
()
-
140
.
() ,
.
(Business Model) /
, ,
.
(Business System) / /
.
(Value Chain), (Outsouncing) ,
.
R&D
)R&DMarketing
-
2
3
141
1 (Value Chain) /
.
, , ,
.
.
.
.
.
,
(Outsourcing) ,
,
.
,
.
.
.
, Win-Win (-)
.
.
.
( )
.
.
.
,
.
.
.
-
142
.
.
.
.
.
()
Zipcar (www.zipcar.com) :
27170
.20135Avis
.
Uber(www.uber.com) :2010
.
.
25.
Lyft (www.lyft.me):
(ride-sharing).
Lyft
.Lyft
.
Sidecar (www.side.cr):2012
.
.Avego.
Getaround (www.getaround.com):
.
,
.
Relayrides.
City-Go-round (www.citygoround.org):
.
: LGERI ( ,
, , 2014.3.5.)
-
( )
-
-
-
-()
-
-
-
-
-
-
-
-,
143
1850
.
(J.C.Fargo)(
,letterofcredit,)
.
.
,
?
.
.
-?:
-?:
.
-:
/
.
-:,
.
.
, ?
,
, (Value) ?
, ?
,
?
/
.
,
, , ,
-
144
.
,
.
Worksheet
5.2 . , /,
.
.
.
/
,
, , ,
, , .
?
.
.
(who we are) ,
(what kind of company we will be)
.
21
.
, ,
.
.
.
()
1984(106)
PC
.
PC
,
.
(SCM,
SupplyChainManagement)PC
,.
14,
10%.
,
.
-
145
()
2,()()
.,
()
,
.
,3
.
.
,
,
?
,
.
,
.
,
.
.
.
,
?
.
3,3
.
,.
.
?
3,
,
,
,
.21
.: 2002
( . )
. 2~3
6 ,
.
, .
.
(commodity)
.
-
146
.
.
,
.
.
,25
.(150)
.
.
,
.
POP
POP
-,
,,
,?-,
-,!-,
,
,,
POP
,,
(?)
.
.100g
1,000.,
,
,5+2=...
.
,.
.,
.
,
.
1998
?
.
.
.
TV
.
: ( 15)
-
147
.
() ,
.
1
, 2
.
.
.
.
3
.
.
, .
/
.
, .
. .
.
,
.
,
.
.
.
-
148
.
(Value Benefit) .
/
, ,
, .
/ ,
.
.
- (Classic Advertising) : ,
, TV,
- (Direct Marketing) :
mail,
- PR (Public Relations) : , ,
- , (Exhibitions)
- (Customer Visits)
/
.
,
/ ,
, ,
, , , /
.
,
.
.
1) (Third-party Retailers):
2) (Outside Agent) :
()
3) (Franching) :
/
(:,)
4) (Wholesalers) :
-
149
5) (Stores):
6) (Own Sales Staff) :
7) :
8) :
9) /:/
,
TV
,
/
,
-
150
,
.
Worksheet
5.4 .
.
, , , ,
.
,
, ,
.
.
.
-
151
1 WS5.1 ()
2 WS5.2
3WS5.3 (..)
WS5.4
()
,
.
5
,
2
1
3
-
152 Worksheet 5.1
.
T o o l
, ,
, 9
, /, ,
, , .
.
()
. (,,,)
( ) , ,
.
.
. ()
()
-
153
()
( )
/
()
()
1 2 3
()
(/)
-
154
( )
(SinkBig)
/
1.
2.
3.
4.
5.
()
1.
2.
()
1.
2.
1 2 3
400,000,000 700,000,000 1,600,000,000
()10,000 17,500 40,000
() 40,000 40,000 40,000
1:1001%
2:
57%,(->
,)
3:44%
20,000/100%
-
155Worksheet 5.2
.
T o o l
, , ,
, /, , ,
, .
.
.
.
Yt(1) 1 ,
,
.
- - -
.
-
156
/
1 2 3
()
1 2 3
-
157
(1)
(cost)
.
0
-
158
/
1.
2.
3.
4.
5.
1.
2.
3.
/
()
/
1 2 3
20,000 30,000 50,000
()
1 2 3
-
159
(1)
150,500,000
26,400,000
3,900,000
180,800,000
(cost)
10,000 15,000 150,000,000
100,000 5 500,000
150,500,000
1,100,000 13,200,000
1,100,000 13,200,000
26,400,000
1,500,000
0
0
. 2,400,000
3,900,000
0
-
160 Worksheet 5.3
, , ,
.
T o o l
, ,
, , 4P
()
,
.
1 .
2 .
, ,
.
(. . )
-
161
(. . )
(..)
?
(..) 1 2 3
()
( )
()
( )
()
()
-
162
?
10%
(..) 1 2 3
,, ,,,,
3~7,,
,,3~7,,
,,3~7,,
,,
TV TV TV
() 100,000,000 120,000,000 140,000,000
( ) 578,400,000 636,240,000 699,864,000
() 50,000,000 60,000,000 70,000,000
( ) 50,000,000 60,000,000 70,000,000
() 50,000,000 60,000,000 70,000,000
() 60,000,000 70,000,000 80,000,000
(..)
-
163Worksheet 5.4
,
.
T o o l
, ,
.
()
()
.
, ,
.
(,(),())
-
164
-
165
-
166
1 2 3
-
167
1
32
,
.
WS 6.2
WS 6.3
WS 6.1
-
168
.
. , ( )
,
.
.
, .
.
-
169
1 -()
2 -
(,,,,)
3
-()+()
4 -
,
.
,
.
20**1120**1231
()
()
(-)
(,,,)
(-)
(,)
(,)
(-)
1
.
, ,
.
. ,
.
.
4
.
.
()
.
,
-
170
2
.
,
(revenue)
(expense) (net income)
.
,
.
20**1231
(,,)
(,,)
(,,,)
(,,)
(,)
()
()
.
,
. ()
()
.
.
.
= +
-
171
3
.
.
.
.
, ,
.
.
. , ,
.
.
1)
,
. ,
.
, ,
.
, ,
, ,
.
2)
,
.
(
),
,
-
172
4
.
.
.
.
. ,
(
),
, (
) ,
,
.
3)
,
.
,
.
,
.
.
.
.
,,,,
()
3,000,
Q300
,2000,
:x=3,000Q
:(x)
+=2,000Q+300
3,000Q=2,000Q+300
1,000Q=300Q=3,000()
3,000,
,3,000,
.
(TotalCost)
=(Fixedcost)+(Variablecost)
()=-
=()-(
)-
-
173
2.
:
.
:,
.
:
,
.
:
Story+Tell+ing
,
.
.
7
1..
2..
3..
4..
5..
6..
7..
,
3
, , ,
.
.
1.
.
.
.
:
,
.
:(
),
.
:,
,,
,,
,,,,
.
:
.
-
174
1) (Message) (Message)
.
.
2) (Conflict)
(conflict).
.
3) (Character)
(Character),
,
.
4) (Plot)
.
.
,
,
,
.
,
.
.
.
5) (Experience)
(Experience)
.
.
.
6) (Trust) .
,
.
.
.
.
.
:
.
:
,,
.
3. :
,
.
:
.
-
175
1 WS6.1
2 WS6.2
3 WS6.3
,
6
3
1
2
-
176 Worksheet 6.1
.
(http://dart.fss.or.kr)
T o o l
, ,
.
(WS 5-1), (WS 5-2),
(WS 5-3) .
10% .
()
()
,
.
-
177
20**1120**1231
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.()
0.
-
178
20**1120**1231
Yt Yt+1 Yt+2
1. 9,850,000,000 11,820,000,000 14,184,000,000
2. 2,659,400,000 3,191,280,000 3,723,160,000
3. 7,190,600,000 8,628,720,000 10,460,840,000
4. 965,520,000 4,589,581,333 1,223,179,200
578,400,000 3,723,160,000 699,864,000
48,200,000 310,263,333 58,322,000 1/12
28,920,000 186,158,000 34,993,200 5%~12%
50,000,000 60,000,000 70,000,000
50,000,000 60,000,000 70,000,000
50,000,000 60,000,000 70,000,000
50,000,000 60,000,000 70,000,000
100,000,000 120,000,000 140,000,000
5. 6,225,080,000 4,039,138,667 9,237,660,800
6.
7.
8. 6,225,080,000 4,039,138,667 9,237,660,800
9. 622,508,000 403,913,867 923,766,080 10%
10.() 5,602,572,000 3,635,224,800 8,313,894,720
0.
1
3
2
4
5
6
7
8
9
10
-
1795-1
5-2
5-3
1
1 3
2
2
1. 9,850,000,000
49,250
200,000
2. 2,659,400,000
50,000
53,188
3. 7,190,000,000
4. 5,000,000,000
5.() 34,057
6.() 6,811,432,308
4
.
.
.10%.
().
.
.
(5-1 5-3 ).
5
6 7
8
9
10
11
11
(SinkBig)
/
1.
2.
3.
4.
5.
()
1.
2.
()
1.
2.
Yt Yt+1 Yt+2
400,000,000 700,000,000 1,600,000,000
()10,000 17,500 40,000
() 40,000 40,000 40,000
1 : 100 1%
2 :
57%, (->
, )
3 : 44%
20,000 / 100%
/
1.
2.
3.
4.
5.
1.
2.
3.
/
()
/
Yt Yt+1 Yt+2
20,000 30,000 50,000
()
Yt Yt+1 Yt+2
?
10%
(..) 1 2 3
,, ,,,,
3~7,,
,,3~7,,
,,3~7,,
,,
TV TV TV
() 100,000,000 120,000,000 140,000,000
( ) 578,400,000 636,240,000 699,864,000
() 50,000,000 60,000,000 70,000,000
( ) 50,000,000 60,000,000 70,000,000
() 50,000,000 60,000,000 70,000,000
() 60,000,000 70,000,000 80,000,000
(..)
1
2
4
:(http://dart.fss.or.kr)
-
180 Worksheet 6.2
.
http://blog.socialmkt.co.kr/254
T o o l
, ,
6
.
.
/ .
.
.
.
.
.
.
-
181
?(/)
?(/)
/
?(BM)
?
(//)
?
()
?
()
?
(Risk)
&
()
-
182
?(/)
?(/)
/
?(BM)
148
2,
2000,
300
,
?
(//)
?
()
?
()
TV
15,602,572,000
?
(Risk)
&
()
.
.
.
.
.
.
-
183Worksheet 6.3
.
T o o l
, ,
.
/
/
/
/
/
:SWOT
/
-
184
1
1-1
1-2
1-3
2
2-1
2-2
2-3
3
3-1
3-2
3-3
4
4-1
4-2
4-3
5
5-1
5-2
5-3
-
185
1
1-1
1-2 ()
1-3
2
2-1
2-2 ()
2-3
3
3-1
3-2
3-3
4
4-1
4-2
4-3
5
5-1
5-2
5-3
-
R&D
-
187
(0~10)
?
?
?
?
10
12?
?
?
?
?
?
Worksheet 1.1
-
188
()
.
(5)
(4)
(3)
(2)
(1)
.
().
.
.
.
.
.
.
.
.
.
.()
.
Worksheet 1-2
-
189
Worksheet 1-3
-
190
1
?
.
.
//.
.
2
(Job)
?
.
.
.
3
?
.
.
.
10
Worksheet 1-4
-
191
()
A1
2
3
B1
2
3
C1
2
3
Worksheet 1-5
-
192
( )
Worksheet 1-6
-
193
CEO
Worksheet 1-7
-
194
()
()
1
2
3
4
5
Worksheet 2-1
-
195
1
()
1
2
3
2
()
1
2
3
3
()
1
2
3
4
()
1
2
3
( )
Worksheet 2-2
-
196
1-step: -
1
2
3
4
5
6
2-step : player() - option
(,,(),)
1
2
3
1
2
1
2
3
4
Worksheet 2-3
-
197
1 1
2 2
3 3
1 1
2 2
3 3
1 1
2 2
3 3
1 1
2 2
3 3
1 1
2 2
3 3
Worksheet 2-4
-
198
( ) C h e c k L i s t
1 2 3 4 5
()?
?
?
?
?
?
?
?
?
?
()
?
()
?
()?
()?
Worksheet 3-1
-
199
B M
( )
()
Worksheet 3-2
-
200
(1:.5:)
?(,,,)
?
?
? .
?(,,)
?
/
?
?
?
?(,)
?
?
?
,?
.
?
?
//?
Worksheet 4-1
-
201
1
VOC
? %
1
2
3
2
VOC
? %
1
2
3
3
VOC
? %
1
2
3
4
VOC
? %
1
2
3
Worksheet 4-2
-
202
Worksheet 4-3
-
203
(
)
Worksheet 4-4
-
204
( )
/
()
()
1 2 3
()
()
Worksheet 5-1
-
205
/
1 2 32
()
1 2 3
Worksheet 5-2
-
206
(1)
(cost)
.
0
Worksheet 5-2
-
207
?
(..) 1 2 3
()
( )
()
( )
()
()
(..)
Worksheet 5-3
-
208
Worksheet 5-4
-
209
20**1120**1231
1 2 32
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.()
0.
Worksheet 6-1
-
210
?(/)
?(/)
?(BM)
?
(//)
?
()
?
()
?
(Risk)
&
()
Worksheet 6-2
-
211
1
1-1
1-2
1-3
2
2-1
2-2
2-3
3
3-1
3-2
3-3
4
4-1
4-2
4-3
5
5-1
5-2
5-3
Worksheet 6-3
-
212
-
213
-
214
![[동그라미재단] ㄱ찾기_STEPx_스토리텔링 워크북](https://static.fdocuments.net/doc/165x107/557a8f2fd8b42acf638b5072/-stepx-.jpg)
