Innovation

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

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

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

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

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

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your expectations for today?

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what is innovation?

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tell me about the most important innovations in your company

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types of innovation?

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technology innovation

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process innovation

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product & service innovation

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business model innovation

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

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which one of your examples qualify as business model innovation?

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“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]

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some examples

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NetJets: Fractional Ownership

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Zopa.com: Peer-to-Peer lending

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Bellum Concepts

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why talk about business models?

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how do you describe a business model?

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without a common language

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how do you communicate a business model?

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Slide 29: 

how do you implement a business model?

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with outdated methods

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how do you measure the success of a business model?

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we don’t

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how do you change a business model and innovate?

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we re-invent the wheel

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what is a business model?

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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

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case study

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you become the new owner of a soccer club …

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describe YOUR club’s business model

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

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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)

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

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how do you reach your customers?

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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

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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

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how do you build relationships?

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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)

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

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how do you earn your money with this business model?

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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)

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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)

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the business models place in a company

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

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external forces

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

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the big picture (business model)

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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

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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

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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

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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

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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 <

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the process of designing innovative business models

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the focus of the business model innovator & designer

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user-centered

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

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Nokia: Jan Chipchase

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creativity & exploration

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Googleplex

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70:20:10

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API

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

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continuous innovation

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interdisciplinary approach

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Grameen Phone Bangladesh

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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

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holistic design

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Apple iTunes & iPod

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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

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strategic fit

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the Amazon.com you know

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Amazon Simple Storage Services (S3)

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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

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the business modeler’s toolbox

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co-creation

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ideation

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visualization

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prototyping

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the design process

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1. identify interdisciplinary stakeholders-> set-up team

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

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2. understand (business) environment–> frame problem

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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

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3. suspend reality-> ideate

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4. bring back reality -> prototype

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5. chose suitable design-> decide

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

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7. outline key indicators to follow-> choose measures

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

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9. execute the plan-> manage implementation & change

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10. evaluate, learn and redesign-> manage improvement

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designing blue oceans

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

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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

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differentiate your value proposition

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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

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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

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

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… … … … …

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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

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live Excel

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eliminate raise reduce create

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strong & valuable approach, but limited view

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

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examples

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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

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from copyright to creative commons

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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

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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

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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

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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)

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from bloated head to the long tail

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

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

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

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

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

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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

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

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annexes

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annex I business model template

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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

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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

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

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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

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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

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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

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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

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

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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

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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

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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 …

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annex ii other