Lachapelle design analyse change business-atlantic nov 2014
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Transcript of Lachapelle design analyse change business-atlantic nov 2014
Designing,
Analysing &
Changing
Business
BA World Atlantic, November 2014Michael Lachapelle
Business Model Fulcrum
1
Objectives
Business model canvas as a common language and a tool
The job-to-be-done as a way to understand customer outcomes
Value proposition canvas as a tool to discover customer insights
2
3
Let me introduce you to….
Bob…
he’s been a BA for 15 years,loves his job
now he has to write a BRD for a complex business…
… but he is really confusedabout what the clients want
He keeps meeting with groups from different parts of the business
It’s enough to make a grown analyst cry
If there was only some way to
help them tell their story….
…so he could understand what
they need to support the business
Busines
s Model
Canvas
Building
Blocks
CUSTOMER SEGMENTS
images by JAM
Who are your customer / clients
VALUE PROPOSITIONS
images by JAM
How do you satisfy the customer’s needs
CHANNELS
images by JAM
How do you connect to your customers
CUSTOMER RELATIONSHIPS
images by JAM
How do you support and engage customers
REVENUE STREAMS
images by JAM
how and how much will the customers pay
KEY RESOURCES
images by JAM
what are the key resources needed
KEY ACTIVITIES
images by JAM
what things need to be done - who will do them
KEY PARTNERS
images by JAM
who could help us
COST STRUCTURE
images by JAM
how much will we need to run the business
customer
segments
key
partners
cost
structure
revenue
streamsdistribution
channels
customer
relationships
key
activities
key
resources
value
proposition
images by JAM
images by JAM
customer
segments
key
partners
cost
structure
revenue
streamsdistribution
channels
customer
relationships
key
activities
key
resources
value
proposition
OFFER
DISTRIBUTION
CHANNELS
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEY
ACTIVITIES
PARTNER
NETWORK
KEY
RESOURCES
THE BUSINESS MODEL CANVAS
buildingblock
building
block
building
block
building
block
building
block
buildingblock
building
block
buildingblock
building
block
building
blockbuilding
block
Business
Model
Dynamics
Flying a plane
Flying a plane
WEIGHT
LIFT
DRAG
THRUST
Flying a plane
WEIGHT
LIFT
DRAG
THRUST
KIVA Case Study
Key Partnerships Key Activities Value Propositions
Cost Structure Revenue Streams
Customer Relationships
Channels
Customer Segments
Free
participation
Reporting
on projects
Global - people
with available
funds
Method to lend
to poor
entrepreneurs
KIVA.org
Paypal
KIVA Case Study
Key Partnerships Key Activities Value Propositions
Key Resources
Cost Structure Revenue Streams
Customer Relationships
Channels
Customer Segments
Local Field
partners
Poor
entrepreneursMicro
finance
loans
Local field
partners
Reporting
on projects
Global - people
with available
funds
Method to lend
to poor
entrepreneurs
KIVA.org
Paypal
Free
participation
KIVA Case Study
Key Partnerships Key Activities Value Propositions
Key Resources
Cost Structure Revenue Streams
Customer Relationships
Channels
Customer Segments
Credits for
re-investing
Loan
interest
Reporting
on projects
Global - people
with available
funds
Method to lend
to poor
entrepreneurs
KIVA.org
Paypal
Local Field
partners
Poor
entrepreneursMicro
finance
loans
Local field
partners
Interest
payment to
local
partners
Free
participation
KIVA Case Study
Key Partnerships Key Activities Value Propositions
Key Resources
Cost Structure Revenue Streams
Customer Relationships
Channels
Customer Segments
Risk
management
Platform
managemen
t
Screening
partners
Reporting
on projects
Global - people
with available
funds
Method to lend
to poor
entrepreneurs
KIVA.org
Paypal
Local Field
partners
Poor
entrepreneursMicro
finance
loans
Local field
partners
Credits for
re-investing
Interest
payment to
local
partners
Free
participation
Loan
interest
KIVA Case Study
Key Partnerships Key Activities Value Propositions
Key Resources
Cost Structure Revenue Streams
Customer Relationships
Channels
Customer Segments
Network
effect
Risk
management
Community
of lenders
Platform
managemen
t
Screening
partners
Platform
Reporting
on projects
Global - people
with available
funds
Method to lend
to poor
entrepreneurs
KIVA.org
Paypal
Local Field
partners
Poor
entrepreneursMicro
finance
loans
Local field
partners
Credits for
re-investing
Interest
payment to
local
partners
Free
participation
Loan
interest
KIVA Case Study
Key Partnerships Key Activities Value Propositions
Key Resources
Cost Structure Revenue Streams
Customer Relationships
Channels
Customer Segments
Network
effect
Risk
management
Community
of lenders
Platform
Platform
managemen
t
Screening
partners
Partner
screening
Platform
Reporting
on projects
Global - people
with available
funds
Method to lend
to poor
entrepreneurs
KIVA.org
Paypal
Local Field
partners
Poor
entrepreneursMicro
finance
loans
Local field
partners
Credits for
re-investing
Interest
payment to
local
partners
Free
participation
Loan
interest
KIVA Case Study
Key Partnerships Key Activities Value Propositions
Key Resources
Cost Structure Revenue Streams
Customer Relationships
Channels
Customer Segments
Network
effect
Risk
management
Community
of lenders
Platform
Platform
managemen
t
Screening
partners
Partner
screening
Platform
Reporting
on projects
Global - people
with available
funds
Method to lend
to poor
entrepreneurs
KIVA.org
Paypal
Local Field
partners
Poor
entrepreneursMicro
finance
loans
Local field
partners
Credits for
re-investing
Interest
payment to
local
partners
Free
participation
Loan
interest
But… how does KIVA generate revenues for their business
KIVA Case Study
Key Partnerships Key Activities Value Propositions
Key Resources
Cost Structure Revenue Streams
Customer Relationships Customer Segments
Corporate
funders
Documented
social impact
Foundations
Positive CSR
profile
Grants &
funding
KIVA Case Study
Key Partnerships Key Activities Value Propositions
Key Resources
Cost Structure Revenue Streams
Customer Relationships
Channels
Customer Segments
Corporate
funders
Documented
social impact
Foundations
Positive CSR
profile
Reporting
& analysis
Applying
for grants
Program
delivery
data
Reporting
on projects
Grants &
funding
KIVA Case Study
Key Partnerships Key Activities Value Propositions
Key Resources
Cost Structure Revenue Streams
Customer Relationships
Channels
Customer Segments
Corporate
funders
Network
effect
Risk
management
Community
of lenders
Platform
Documented
social impact
Platform
managemen
t
Screening
partners
Partner
screening
Foundations
Positive CSR
profile
Reporting
& analysis
Applying
for grants
Program
delivery
data
Platform
Reporting
on projects
Global - people
with available
funds
Method to lend
to poor
entrepreneurs
KIVA.org
Paypal
Reporting
on projects
Local Field
partners
Poor
entrepreneursMicro
finance
loans
Local field
partners
Credits for
re-investing
Interest
payment to
local
partners
Grants &
funding
Free
participation
Loan
interest
Customer
Outcomes
“If I had asked my
customers what they
wanted, they would have
said a faster horse.”
"You can't just ask the
customers what they
want and then try to give
that to them. By the time
you get it built, they'll
want something new."
The driver of categorization
will be the outcomes
customers seek (jobs-to-be-
done) and the alternate ways
they can be metRita Gunther McGrath
The job, not the
customer, is the
fundamental unit
of analysisTony Ulwick
The famous fast
food milkshake
caseClayton Christensen
theshift
understanding customers by their characteristics
understanding customers by the outcomes
they want to achieve
FROM
TO
requires
Customer
Insight
we can better understand
the customer by
describing three things
what are the jobs this
person has to get done
what are the pains this
customer has – barriers to
getting the job done
What are the gains the
customer achieves getting the
job done – outcomes they
hope to get
What are the products &
services you are offering to
the customer
how your products & services
are killing your customers’
pains
how your products & services materialize
gains your customers expect, want, or desire
Job
Job
JobPAIN
GAIN
GAIN
GAIN
PAIN
PAINPAIN
PAIN
Inductive DesignUse our customer profile to build our offer
Deductive DesignHow well does our offer fit the customers
1
Objectives
Business model canvas helps you to describe and analyse business models
The job-to-be-done as a way to understand customer outcomes
Value proposition canvas as a tool to discover customer insights
2
3
You Tube Videos
Kiva – Michael Lachapelle
Explanation of the Kiva business modelhttps://www.youtube.com/watch?v=gLi8yIdHYbI
Job-to-be-done – Clayton Christensen
Explanation of the milkshake case study
https://www.youtube.com/watch?v=f84LymEs67Y
Business Model Canvas – Strategyzer
Explanation of the canvas building blockshttps://www.youtube.com/watch?v=wlKP-BaC0jA
Business Model Fulcrum
Thanks….
Michael Lachapellem - 613-447-3948e - [email protected] - @mike_lachs - michael_lachapellel - http://ca.linkedin.com/in/michaellachapelle
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