Construção de negócios digitais com business model generation
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CONSTRUÇÃO DE NOVOS NEGÓCIOS
DIGITAIS COM
BUSINESS MODEL GENERATION
by Alexander Osterwalder
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ORIGEM
Tese de Doutorado (2004)
As ferramentas de construção e análise de modelos de negócios já não davam conta de tamanha complexidade
e-Business
Caso XEROX
Objetivo: auxiliar na construção de novos negócios
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CANVAS Proposta de valor
Fontes de Receitas
Estrutura de Custos
Principais
parceiros
Canais
Recursos
chave
Atividades
principais
Relacionamento
Com o cliente
Segmentos
de clientes
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O CÉREBRO
Lógica Emoção
Lado esquerdo Lado direito
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CANVAS DO GOOGLE
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4 DIFERENTES MODELOS DE
PUBLICAÇÃO DE UM LIVRO
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...OPS, MAIS 4!
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CANVAS DOS VIDEOGAME XBOX E PS3
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CANVAS DO VIDEOGAME WII
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SEGMENTOS DE CLIENTES
(CS - CUSTOMER SEGMENT)
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MERCADO DE MASSA
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NICHO DE MERCADO
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SEGMENTADO
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DIVERSIFICADA
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PLATAFORMA MULTILATERAL
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PROPOSTA DE VALOR
(VP – VALUE PROPOSITION)
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NOVIDADE
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DESEMPENHO E PERFORMANCE
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PERSONALIZAÇÃO
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FAZER O QUE DEVE SER FEITO
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DESIGN
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STATUS DE MARCA
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PREÇO
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REDUÇÃO DE CUSTO
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REDUÇÃO DE RISCO
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ACESSIBILIDADE
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CONVENIÊNCIA
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IDEAÇÃO:
SOLTANDO AS AMARRAS DA IMAGINAÇÃO
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Aquisição de “criatividade” Treinamento interno
Contratações de pessoal
Contratações de empresas
http://professor.sergiojr.info Prof. Sergio.Jr 31
CRIADORES
Para maiores informações: Kotler e De Bes (2011, p. 92-93)
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1 – Escolha do foco
• Resolução de um problema
• Objetivo a ser alcançado
• Item específico
• Público específico
2 - Deslocamento
• Processo de provocação
• Desafia a lógica
3 - Conexão
• Tornar o “absurdo” real
• Retornar ao contexto
http://professor.sergiojr.info Prof. Sergio.Jr 32
COMO A CRIATIVIDADE FUNCIONA
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GERAÇÃO E SÍNTESE
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MARKETING LATERAL KOTLER E DE BES (2011)
Em que situação?
Por que?
Quem?
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EPICENTROS DA INOVAÇÃO Orientação a oferta
Orientação a clientes
Orientação financeira
Múltiplos epicentros
Orientação a recursos
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O PODER DO QUESTIONAMENTO
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E SE...
...fabricássemos turbinas de avião?
Rolls Royce
...ligações telefônicas
fossem de graça?
Skype
...pessoas emprestassem
dinheiro umas para as outras?
Zopa
...o mundo estivesse ao
alcance de um dedo?
Apple
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O PROCESSO DAS IDÉIAS
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PENSAMENTO VISUAL
O BMG é um modelo onde um elemento influencia o outro Só faz sentido se puder ser
visto no todo
Pode-se utilizar Desenhos Quadros e lousas Post-it Diagramas Gráficos
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STORYTELLING VISUAL
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STORYTELLING VISUAL
Mapear o modelo de negócios
Desenhar cada elemento do modelo em separado
Definir a storyline
Conte a história
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Criar um produto ou serviço utilizando uma... Vaca
Objetivo: desamarrar a criatividade
SILLY COW (ALEXANDER OSTERWALDER)
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http://professor.sergiojr.info Prof. Sergio.Jr 43
SILLY COW: 2 EXEMPLOS
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PARA SABER MAIS
Site oficial de Alexander Osterwalder http://alexosterwalder.com/
Site oficial do BMG
http://www.businessmodelgeneration.com/ http://businessmodelsinc.wordpress.com/ http://buzzbakers.com/bakery/develop-your-business-
model/ http://www.businessmodelbrasil.com.br/inscreva-
se.html http://www.youtube.com/watch?v=ynQasjpBTCk