Innovation

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What is innovation How can innovation be useful to your business

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Management2.0:Competitive Advantage through Business Model Design & Innovation : 

Management2.0:Competitive Advantage through Business Model Design & Innovation Guadalajara, June 2007Alexander Osterwalder, PhDalex@arvetica.com

Slide 2: 

change is the process by which the future invades our lives -> Alvin Toffler

Slide 3: 

first of all: what are YOUR concerns? (buzz groups)

Slide 4: 

what are YOUR biggest issues and fears you face in strategic management today?

Slide 5: 

where do YOU see the largest opportunities to improve strategic management today?

Slide 6: 

your expectations for today?

Slide 7: 

what is innovation?

Slide 8: 

tell me about the most important innovations in your company

Slide 9: 

types of innovation?

Slide 10: 

technology innovation

Slide 11: 

process innovation

Slide 12: 

product & service innovation

Slide 13: 

business model innovation

Slide 14: 

four rings of innovation business model innovation product & service innovation process innovation technology innovation

Slide 15: 

which one of your examples qualify as business model innovation?

Slide 16: 

“Business model innovation matters” and it is a top priority of CEOs

Operating Margin Growth in Excess of Competitive Peers : 

Operating Margin Growth in Excess of Competitive Peers compound annual growth rate over five years [Source: IBM, CEOs are expanding the innovation horizon: important implications for CIOs]

Benefits Cited by Business Model Innovators : 

Benefits Cited by Business Model Innovators percent of respondents [Source: IBM, Global CEO Study 2006]

Slide 19: 

some examples

Slide 20: 

NetJets: Fractional Ownership

Slide 21: 

Zopa.com: Peer-to-Peer lending

Slide 22: 

Bellum Concepts

Slide 23: 

why talk about business models?

Slide 24: 

how do you describe a business model?

Slide 25: 

without a common language

Slide 26: 

how do you communicate a business model?

Slide 27: 

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Slide 29: 

how do you implement a business model?

Slide 30: 

with outdated methods

Slide 31: 

how do you measure the success of a business model?

Slide 32: 

we don’t

Slide 33: 

how do you change a business model and innovate?

Slide 34: 

we re-invent the wheel

Slide 35: 

what is a business model?

Slide 36: 

VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS ACTIVITY CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS INFRASTRUCTURE CUSTOMER OFFER FINANCE a business model describes the value an organization offers to various customers and portrays the capabilities and partners required for creating, marketing, and delivering this value and relationship capital with the goal of generating profitable and sustainable revenue streams DISTRIBUTION CHANNELS [Osterwalder (2004) The Business Model Ontology] business model framework

Slide 37: 

case study

Slide 38: 

you become the new owner of a soccer club …

Slide 39: 

describe YOUR club’s business model

Slide 40: 

describing how a wealth management bank acquires its clients what value proposition do you offer, to which customer segments?

Slide 41: 

VALUE PROPOSITION CUSTOMER SEGMENTS value proposition 1 value proposition 2 … target customer 1 target customer 2 … CUSTOMER OFFER what value proposition do you offer, to which customer segments? (model)

Slide 42: 

what value proposition do you offer, to which customer segments? (example) spectacular offensive football fans CUSTOMER OFFER advertising space & high visibility advertisers … …

Slide 44: 

how do you reach your customers?

Slide 45: 

VALUE PROPOSITION COMMUNICATION & DISTRIBUTION CHANNELS value proposition 1 value proposition 2 … channel 1 channel 2 … OFFER how do you reach your customers? (model) CUSTOMER SEGMENTS target customer 1 target customer 2 … CUSTOMER

Slide 46: 

spectacular offensive football stadium & box office CUSTOMER OFFER how do you reach your customers? (example) club owned TV channel fans mobile phone TV advertising space & high visibility sales force advertisers

Slide 47: 

how do you build relationships?

Slide 48: 

VALUE PROPOSITION CUSTOMER RELATIONSHIP value proposition 1 value proposition 2 … mechanism 1 mechanism 2 … OFFER CUSTOMER SEGMENTS target customer 1 target customer 2 … CUSTOMER how do you build relationships with your customers? (model)

Slide 49: 

spectacular offensive football personalized website (ticketing) CUSTOMER OFFER team blog (RSS) fans … how do you build relationships with your customers? (example)

Slide 50: 

how do you earn your money with this business model?

Slide 51: 

VALUE PROPOSITION REVENUE STREAMS value proposition 1 value proposition 2 … revenue stream 1 revenue stream 2 … OFFER CUSTOMER SEGMENTS target customer 1 target customer 2 … FINANCE how do you earn your money with this business model? (model)

Slide 52: 

spectacular offensive football ticket sales FINANCE OFFER TV channel subscriber fees fans mobile phone TV subscriber fees advertising space & high visibility advertising revenues advertisers how do you earn your money with this business model? (example)

Slide 53: 

the business models place in a company

Slide 54: 

the business model’s place in the company BUSINESS MODEL ORGANIZATION STRATEGY TECHNOLOGY

Slide 55: 

external forces

Slide 56: 

5 forces BUSINESS MODEL legal environment social environment competition customer needs technological change

Slide 57: 

the big picture (business model)

Slide 58: 

team management event management venue management ticketing VIP relationship management video crew … attractive soccer 360º event (match, dining, shopping) exclusive VIP lounges merchandising renting out stadium … stadium POS networks club website (+online TV) club cable TV channel mobile phone TV channel … play attractive & win games brand management video images channel management fans (families, etc.) fan groups companies event/concert organizers advertisers … team & maintenance infrastructure management marketing video Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out stadium for events advertising revenues merchandising revenues food & beverages ticketing services promoters ad placement telecom operator TV operator … personalized web profile newsletter team blog (RSS) VIP events with team … Value Proposition Distribution Channel Target Customer Customer Relationship Partner Network Activity Configuration Core Capability Cost Structure Revenue Model the big picture

Slide 59: 

team management event management venue management ticketing VIP relationship management video crew … attractive soccer 360º event (match, dining, shopping) exclusive VIP lounges merchandising renting out stadium … stadium POS networks club website (+online TV) club cable TV channel mobile phone TV channel … play attractive & win games brand management video images channel management fans (families, etc.) fan groups companies event/concert organizers advertisers … team & maintenance infrastructure management marketing video Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out stadium for events advertising revenues merchandising revenues food & beverages ticketing services promoters ad placement telecom operator TV operator … personalized web profile newsletter team blog (RSS) VIP events with team … Value Proposition Distribution Channel Target Customer Customer Relationship Partner Network Activity Configuration Core Capability Cost Structure Revenue Model value creates revenues

Slide 60: 

team management event management venue management ticketing VIP relationship management video crew … attractive soccer 360º event (match, dining, shopping) exclusive VIP lounges merchandising renting out stadium … stadium POS networks club website (+online TV) club cable TV channel mobile phone TV channel … play attractive & win games brand management video images channel management fans (families, etc.) fan groups companies event/concert organizers advertisers … team & maintenance infrastructure management marketing video Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out stadium for events advertising revenues merchandising revenues food & beverages ticketing services promoters ad placement telecom operator TV operator … personalized web profile newsletter team blog (RSS) VIP events with team … Value Proposition Distribution Channel Target Customer Customer Relationship Partner Network Activity Configuration Core Capability Cost Structure Revenue Model creating value requires infrastructure

Slide 61: 

team management event management venue management ticketing VIP relationship management video crew … attractive soccer 360º event (match, dining, shopping) exclusive VIP lounges merchandising renting out stadium … stadium POS networks club website (+online TV) club cable TV channel mobile phone TV channel … play attractive & win games brand management video images channel management fans (families, etc.) fan groups companies event/concert organizers advertisers … team & maintenance infrastructure management marketing video Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out stadium for events advertising revenues merchandising revenues food & beverages ticketing services promoters ad placement telecom operator TV operator … personalized web profile newsletter team blog (RSS) VIP events with team … Value Proposition Distribution Channel Target Customer Customer Relationship Partner Network Activity Configuration Core Capability Cost Structure Revenue Model infrastructure generates costs

Slide 62: 

team management event management venue management ticketing VIP relationship management video crew … attractive soccer 360º event (match, dining, shopping) exclusive VIP lounges merchandising renting out stadium … stadium POS networks club website (+online TV) club cable TV channel mobile phone TV channel … play attractive & win games brand management video images channel management fans (families, etc.) fan groups companies event/concert organizers advertisers … team & maintenance infrastructure management marketing video Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out stadium for events advertising revenues merchandising revenues food & beverages ticketing services promoters ad placement telecom operator TV operator … personalized web profile newsletter team blog (RSS) VIP events with team … Value Proposition Distribution Channel Target Customer Customer Relationship Partner Network Activity Configuration Core Capability Cost Structure Revenue Model the profit zone <

Slide 63: 

the process of designing innovative business models

Slide 64: 

the focus of the business model innovator & designer

Slide 65: 

user-centered

Slide 66: 

VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS ACTIVITY CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS DISTRIBUTION CHANNELS

Slide 67: 

Nokia: Jan Chipchase

Slide 68: 

creativity & exploration

Slide 69: 

Googleplex

Slide 70: 

70:20:10

Slide 71: 

API

Slide 72: 

VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS ACTIVITY CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS DISTRIBUTION CHANNELS

Slide 73: 

continuous innovation

Slide 74: 

interdisciplinary approach

Slide 75: 

Grameen Phone Bangladesh

Slide 76: 

village telephony telecom infrastructure customer relationships villager activity configuration micro-credit Grameen Bank mobile phone revenues source of revenue mobile telephony billing telecom operators Grameen Bank (billing) phone ladies phone ladies

Slide 77: 

holistic design

Slide 78: 

Apple iTunes & iPod

Slide 79: 

iPod cost structure lifestyle brand “high-end” consumer prod. & softw. design hardware & softw. dev. hardware revenues iTunes multimedia downloads e-commerce multimedia rights mgmt iBook content producers Apple stores dealer network multimedia revenues hardware suppliers brand management hardware distribution content distribution content

Slide 80: 

strategic fit

Slide 81: 

the Amazon.com you know

Slide 82: 

Amazon Simple Storage Services (S3)

Slide 83: 

selling stuff on the Web IT infra customer relationships mass customer data services Amazon.com data grid partners selling stuff Amazon S3 Amazon.com Internet API Web2.0 companies warehousing & distribution distribution content management product selection A9 product search data storage fees product search search engine revenues e-commerce sites Internet marketing

Slide 84: 

the business modeler’s toolbox

Slide 85: 

co-creation

Slide 86: 

ideation

Slide 87: 

visualization

Slide 88: 

prototyping

Slide 89: 

the design process

Slide 90: 

1. identify interdisciplinary stakeholders-> set-up team

Slide 91: 

do you have to get the IT team out of their cubicles?

Slide 92: 

2. understand (business) environment–> frame problem

Slide 93: 

VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS ACTIVITY CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS DISTRIBUTION CHANNELS [Osterwalder (2004) The Business Model Ontology] various starting points / depending on context

Slide 94: 

3. suspend reality-> ideate

Slide 95: 

4. bring back reality -> prototype

Slide 96: 

5. chose suitable design-> decide

Slide 97: 

6. sketch out projects & workload -> draw implementation plan

Slide 99: 

7. outline key indicators to follow-> choose measures

Slide 101: 

8. select the right teams and people-> make responsible

Slide 103: 

9. execute the plan-> manage implementation & change

Slide 104: 

10. evaluate, learn and redesign-> manage improvement

Slide 105: 

designing blue oceans

Slide 106: 

> market boundaries are not given > they are reconstructed by the actions & beliefs of industry players

Slide 107: 

compete in existing markets beat the competition explore existing demand make the value/cost trad-off align with differentiation OR low cost create uncontested markets make competition irrelevant create & capture new demand break value/cost trad-off align with differentiation AND low cost RED OCEAN BLUE OCEAN

Slide 108: 

differentiate your value proposition

Slide 109: 

a customer value proposition gives an overall view of a company's bundle of products, services and client advice. it is the sum of the total benefits a customer is promised to receive in return for a payment (or other value transfer) working definition value proposition

Slide 110: 

what are the 5 most important competitive attributes that characterize a game console’s offer? (e.g. price, performance, design) attribute 2e.g. price attribute 1e.g. performance group warm-up

Slide 111: 

1 2 3 4 - - most important attribute second most important … … 5 attributes

Slide 112: 

… … … … …

Slide 114: 

attribute 1 attribute 2 attribute 3 attribute 5 1 - low 5 - high 3 - medium bank’s performance [Kim & Mauborgne (2002) Charting Your Company's Future] draw a value proposition attribute 4

Slide 115: 

live Excel

Slide 117: 

eliminate raise reduce create

Slide 120: 

strong & valuable approach, but limited view

Slide 121: 

VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS ACTIVITY CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS DISTRIBUTION CHANNELS

Slide 122: 

examples

Slide 123: 

Goldcorp mining low costs through open exploration CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS exploiting mines “geology prize” 500’000 $US REVENUE STREAMS DISTRIBUTION CHANNELS Goldcorp publicly shared all of its geological data and offered US$ 500’000 in prizes for determining where they might find the next 6 million ounces of gold research

Slide 125: 

from copyright to creative commons

Slide 126: 

Skype free VoIP & value added services software development website global (non segmented) deliver voice & video quality “eBay” large scale low margin internet software development free voice-over-IP VoIP telephony & value-added services

Slide 127: 

1291 Cityhomes low cost accommodation New York low cost CUSTOMER RELATIONSHIPS the cost sensible renting out rooms keep down costs apartment owners rents DISTRIBUTION CHANNELS find demand young curious Swiss low-cost hotel/rental in New York City

Slide 128: 

Tecnovate low-cost multi-lingual call center outsourcing low cost CUSTOMER RELATIONSHIPS European corporations ACTIVITY CONFIGURATION keep down costs “import” young curious Europeans to India to work REVENUE STREAMS DISTRIBUTION CHANNELS business process outsourcing “up-side down” in India

Slide 129: 

Netflix (niche) movies over the Internet COST STRUCTURE profile specialized clientele ACTIVITY CONFIGURATION large movie database independent films REVENUE STREAMS Web online movie rental (with large niche movie database)

Slide 130: 

from bloated head to the long tail

Slide 131: 

sodi platforms VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS ACTIVITY CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS DISTRIBUTION CHANNELS

Slide 132: 

NetJets VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS ACTIVITY CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS DISTRIBUTION CHANNELS

Slide 133: 

house for all seasons VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS ACTIVITY CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS DISTRIBUTION CHANNELS

Slide 134: 

WISE VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS ACTIVITY CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS DISTRIBUTION CHANNELS

Slide 135: 

Blyk VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS ACTIVITY CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS DISTRIBUTION CHANNELS

Slide 137: 

myfootballclub VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS ACTIVITY CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS DISTRIBUTION CHANNELS

Alexander Osterwalder, PhDalex@arvetica.com : 

Alexander Osterwalder, PhDalex@arvetica.com www.arvetica.com

Slide 140: 

all photos from Flickr under a creative commons license authors indicated in comment page of ppt

Slide 142: 

annexes

Slide 143: 

annex I business model template

Slide 144: 

VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIP TARGET CUSTOMER DISTRIBUTION CHANNEL VALUE CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS INFRASTRUCTURE CUSTOMER OFFER FINANCE a business model describes the value an organization offers to various customers and portrays the capabilities and partners required for creating, marketing, and delivering this value and relationship capital with the goal of generating profitable and sustainable revenue streams

Slide 145: 

VALUE PROPOSITION COST STRUCTURE CUSTOMER RELATIONSHIP TARGET CUSTOMER DISTRIBUTION CHANNEL VALUE CONFIGURATION CORE CAPABILITIES PARTNER NETWORK REVENUE STREAMS gives an overall view of a company's bundle of products and services portrays the network of cooperative agreements with other companies describes the channels to communicate and get in touch with customers describes the arrangement of activities and resources explains the relationships a company establishes with its customers sums up the monetary consequences to run a business model describes the revenue streams through which money is earned describes the customers a company wants to offer value to outlines the capabilities required to run a company's business model INFRASTRUCTURE CUSTOMER OFFER FINANCE describing a company’s business model

Slide 146: 

VALUE PROPOSITION value proposition 1 value proposition 2 … OFFER describing a company’s offer

Slide 147: 

VALUE PROPOSITION TARGET CUSTOMER value proposition 1 value proposition 2 … target customer 1 target customer 2 … CUSTOMER OFFER describing who a company offers value to

Slide 148: 

VALUE PROPOSITION TARGET CUSTOMER DISTRIBUTION CHANNEL value proposition 1 value proposition 2 … distribution channel 1 distribution channel 2 … target customer 1 target customer 2 … CUSTOMER OFFER describing how a company reaches its customers

Slide 149: 

VALUE PROPOSITION TARGET CUSTOMER CUSTOMER RELATIONSHIP value proposition 1 value proposition 2 … relationship type 1 relationship type 2 … target customer 1 target customer 2 … CUSTOMER OFFER describing the relationships a company builds

Slide 150: 

TARGET CUSTOMER REVENUE STREAM revenue stream 1 revenue stream 2 … target customer 1 target customer 2 … FINANCE VALUE PROPOSITION value proposition 1 value proposition 2 … OFFER CUSTOMER describing how a company makes money

Slide 151: 

CORE CAPABILITIES VALUE PROPOSITION core capability 1 core capability 2 … value proposition 1 value proposition 2 … OFFER INFRASTRUCTURE describing what capabilities are required

Slide 152: 

describing what activities are required VALUE PROPOSITION VALUE CONFIGURATION CORE CAPABILITIES value proposition 1 value proposition 2 … core capability 1 core capability 2 … activity 1 activity 2 … INFRASTRUCTURE OFFER

Slide 153: 

describing the partners that leverage the business model VALUE PROPOSITION PARTNER NETWORK CORE CAPABILITIES value proposition 1 value proposition 2 … core capability 1 core capability 2 … partner 1 partner 2 … INFRASTRUCTURE OFFER

Slide 154: 

VALUE PROPOSITION COST STRUCTURE cost account 1 cost account 2 … value proposition 1 value proposition 2 … FINANCE INFRASTRUCTURE OFFER describing the costs of a business model CORE CAPABILITIES core capability 1 core capability 2 …

Slide 155: 

annex ii other