Business Modeling Appsterdam (guru session)
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Transcript of Business Modeling Appsterdam (guru session)
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Workshop: Business Modeling
for Appsterdam
or
how to turn Pawns into Queens..
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I believe we don’t see things as they are, we see them as we
are.
I like to be they guy to show people what is possible so they become even better versions of
themselves
Steven Zwerink@szwerink
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Content
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Why Business Modeling?
The Business Model Canvas
Applying the Business Model Canvas
Content
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The great game of chessPawns
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"The pawn is the soul of chess." François-André Danican Philidor
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Pawns are the ‘Linchpins’ in
Business Chess
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Pawns almost always make the first move
First mover advantage
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Pawns can make a first move of two fields
You have a flying start
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Pawns determine the strategic flavor of the game
You are in control
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Pawns can only move forward
Face forward & Chest upright
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Pawns can capture another piece 'en passant'
Make the competition irrelevant
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I believe we don’t see things as they are,
we see them as we are...
And I see in every Pawn a
potential Queen
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@szwerink
‘Pawns’
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Business Model Workshop
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You have 10 minutes!
What is the business model of APPLE?
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1. To make sure we speak the same language
Why a business modeling workshop?
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Say, your out drinking with some friends..
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And you hear a song that you like..
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But you don’t know the title or the
artist..
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Meet Shazam!
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Press ‘Tag now’
Wait...
And... Done!
Hold up your phone
This is how it works:
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• 2.000.000 identified songs per day
• 200.000 people buy the song!
• That is 10%!
The figures:
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They didn’t give a ****about the status quo models
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Why a business modeling workshop?
2. Business Model Innovation is CRUCIAL
to keep creatingVALUE
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DSM Innovation CenterCONFIDENTIAL
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THERE IS NONE
No picture available
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But we can be more systematic with our creativity while searching for the next...
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discuss with your seat neighbor what a business model is and
write down your definition
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?what elements did you mention in your
definition?
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A business model describes how an organization creates, delivers, and captures value (economic,
social, or other forms of value)`
Definition Business Model
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Why a business modeling workshop?
3. To identify the right elements of a business model
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What is Design?Design
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FRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT.
“The only thing that is not designed is nature”
Dave Kelly, IDEO
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FRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT.
“adaptation of means to a preconceived end”
dictionary.com
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FRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT.
“transformation of existing conditions into
preferred ones”
Herbert Simon, 1969
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Why design?
• Design is not the weapon for marketing
• Design does not exist only for the design
• The design is the reason you exist
• You design the object not for the object but for the result
• A business model also deserves a unique design
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Why a business modeling workshop?
4. “Business people don’t just need to understand designers better; they need to become designers”
Roger Martin, Rotman School of Management
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Written by Alex Osterwalder in co-creation with 470 co-authors
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BUSINESS MODEL
CANVAS
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Building Blocks9
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images by JAM
1. Customer Segments
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images by JAM
2. Value Proposition
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images by JAM
3. Distribution Channels
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images by JAM
4. Customer Relationships
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images by JAM
5. Revenue Streams
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images by JAM
6. Key Resources
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images by JAM
7. Key Activities
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images by JAM
8. Key Partners
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images by JAM
9. Costs structure
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CustomerSegments
KeyPartners
Costs Structure
RevenueStreams
DistributionChannels
CustomerRelationships
Key Activities ValuePropositions
images by JAM
Key Resources
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images by JAM
VALUEPROPOSITION
DISTRIBUTIONCHANNELS
CUSTOMERSRELATIONS
CUSTOMERSEGMENTS
REVENUE STREAMSCOSTS STRUCTURE
KEY ACTIVITIES
KEY PARTNERS
KEY RESOURCES
Business Model Canvas
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VALUEPROPOSITION
DISTRIBUTIONCHANNELS
CUSTOMERSRELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOSTS STRUCTURE
KEY ACTIVITIES
KEY PARTNERS
KEY RESOURCES
Business Model Canvas
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VALUEPROPOSITION
DISTIRBUTIONCHANNELS
CUSTOMERSRELATIONS
CUSTOMERSEGMENTS
REVENUE STREAMSCOSTS STRUCTURE
KEY ACTIVITIES
KEY PARTNERS
KEY RESOURCES
Business Model Canvas for lbert.nl
Your groceries delivered to you in your
kitchen
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images by JAM
CANVAS OVERLAY - NESPRESSO
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Assignment
Design the business model for an empty box
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PLOT THE
CANVAS ON
A POSTER
1. PUT THAT POSTER UP ON THE WALL
2.
DESIGN YOUR BUSINESS MODEL
3.
Using the Canvas - how do we do it?
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ORDER OF BUILDINGBLOCKS
1. CUSTOMER SEGMENTS2. VALUE PROPOSITION3. CUSTOMER RELATIONSHIPS4. DISTRIBUTION CHANNELS5. REVENUE STREAMS6. KEY ACTIVITIES7. KEY ASSETS8. KEY PARTNERS9. COSTS STRUCTURE
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65
IMPORTANT
• Everybody writes• Use the post-its• Move them around• Tell us a story
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66
Credits
Van Alex Osterwalder door ‘Pawns’