Académique Documents
Professionnel Documents
Culture Documents
0:
Competitive Advantage through
Business Model Design & Innovation
Guadalajara, June 2007
Alexander Osterwalder,
PhD
alex@arvetica.com
what is
innovation?
types of
innovation?
technology
innovation
process
innovation
product &
service
innovation
business model
innovation
four rings of
innovation
businessmodelinnovation
product&serviceinnovation
processinnovation
technologyinnovation
whichoneofyour
examplesqualifyas
businessmodel
innovation?
Businessmodelinnovationmattersanditis
atoppriorityofCEOs
[Source: IBM, CEOs are expanding the innovation horizon: important implications for CIOs]
someexamples
NetJets: Fractional
Ownership
Zopa.com: Peer-to-Peer
lending
Bellum Concepts
without a common
language
how do you
communicate a
business model?
1%
Strategy
18%
300%
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pulvinar libero, non ornare libero ipsum tristique tortor. Fusce sed lorem vitae justo feugiat malesuada. Donec aliquet. Vivamus semper eros nec
diam. Vivamus sem arcu, imperdiet nec, congue ac, scelerisque vel, nulla. Donec et mauris. Integer a nulla vulputate pede consequat euismod.
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Text
Text
Text
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condimentum orci. Fusce velit turpis, malesuada quis, scelerisque ut, eleifend vitae, ipsum. Vestibulum eu erat. Vestibulum justo nisl, tincidunt
et, semper vel, tristique quis, eros. Vestibulum tempus, massa vel consectetuer congue, erat magna consequat purus, a facilisis orci nibh vitae
purus. Nam tincidunt venenatis ligula. Nunc orci nulla, ornare quis, lobortis viverra, dapibus at, turpis. Suspendisse sit amet nisl at enim tincidunt
blandit. Curabitur augue est, suscipit sed, egestas sit amet, vehicula vitae, tellus. Maecenas nec metus vel nisi interdum pellentesque.
Development plan
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blandit mollis, massa purus posuere purus, quis molestie ligula massa eu metus. Duis placerat, nulla sit amet ornare interdum, neque nunc
mollis leo, vitae porttitor mi orci sit amet neque. Donec at enim. In facilisis tellus gravida ligula. Phasellus ut lorem. Pellentesque ac tortor
eget augue suscipit ullamcorper. Aenean eleifend porta orci.
Etiam at arcu. Vestibulum lacinia nunc in eros. Suspendisse potenti. Aliquam erat volutpat. Donec gravida. Lorem ipsum dolor sit amet,
consectetuer adipiscing elit. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Maecenas vel enim et
metus semper fringilla. Donec ornare arcu. Maecenas faucibus ligula convallis nibh. Mauris dui quam, congue eu, commodo nec, tristique
in, enim. Nulla auctor semper urna. Quisque a elit eu purus iaculis vestibulum. Aliquam dictum risus at odio. Fusce at lorem et elit faucibus
placerat. Aenean velit. Proin elit odio, blandit et, scelerisque quis, pulvinar a, dui. Nunc magna dolor, bibendum ut, accumsan congue,
tincidunt sit amet, neque. Proin consequat tincidunt lacus. In urna dui, congue nec, tincidunt sit amet, facilisis imperdiet, lorem.
12%
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vitae arcu consequat fringilla. Cras magna risus, placerat eget, egestas consectetuer, ornare vel, felis. Nam ornare justo id orci mattis
ultricies. Morbi luctus. Ut pretium odio ac libero. Nunc sollicitudin pharetra lorem. Aenean scelerisque, lacus eget ullamcorper scelerisque,
ipsum urna viverra mi, eget viverra quam eros eget velit. Ut lacinia feugiat purus. Cum sociis natoque penatibus et magnis dis parturient
montes, nascetur ridiculus mus. Etiam nunc nisl, aliquam blandit, luctus id, commodo laoreet, sem. Phasellus sit amet orci ut sapien
vulputate pellentesque. Pellentesque dapibus purus et quam. Nam sit amet magna in neque dignissim sodales. Aenean non justo nec
magna lobortis volutpat.
Words
through inappropriate
means
Ok
Here
Here
CEOs
10
Managers
60
Staff
360
with outdated
methods
we dont
we re-invent the
wheel
what is a
business
model?
CORE
CAPABILITIES
PARTNER
NETWORK
ACTIVITY
CONFIGURATION
COST
STRUCTURE
OFFER
VALUE
PROPOSITION
FINANCE
CUSTOMER
RELATIONSHIPS
DISTRIBUTION
CHANNELS
CUSTOMER
CUSTOMER
SEGMENTS
REVENUE
STREAMS
case study
describe YOUR
clubs business
model
OFFER
CUSTOMER
VALUE
PROPOSITION
CUSTOMER
SEGMENTS
value proposition 1
value proposition 2
target customer 1
target customer 2
CUSTOMER
spectacular
offensive football
fans
advertisers
OFFER
CUSTOMER
VALUE
PROPOSITION
COMMUNICATION
& DISTRIBUTION
CHANNELS
CUSTOMER
SEGMENTS
value proposition 1
value proposition 2
channel 1
channel 2
target customer 1
target customer 2
CUSTOMER
stadium & box office
spectacular
offensive football
club owned TV
channel
fans
mobile phone TV
advertising space &
high visibility
sales force
advertisers
OFFER
CUSTOMER
VALUE
PROPOSITION
CUSTOMER
RELATIONSHIP
CUSTOMER
SEGMENTS
value proposition 1
value proposition 2
mechanism 1
mechanism 2
target customer 1
target customer 2
CUSTOMER
personalized website
(ticketing)
spectacular
offensive football
fans
OFFER
FINANCE
VALUE
PROPOSITION
REVENUE
STREAMS
CUSTOMER
SEGMENTS
value proposition 1
value proposition 2
revenue stream 1
revenue stream 2
target customer 1
target customer 2
FINANCE
ticket sales
spectacular
offensive football
TV channel
subscriber fees
fans
mobile phone TV
subscriber fees
advertising space &
high visibility
advertising revenues
advertisers
the business
models place in
a company
STRATEGY
BUSINES
S MODEL
ORGANIZATION
TECHNOLOGY
external
forces
5 forces
customer
needs
technologic
al change
BUSINES
S MODEL
legal
environme
nt
social
environmen
t
competitio
n
the big
picture
Partner Network
Core Capability
play attractive & win
games
brand management
video images
channel management
Activity Configuration
team management
event management
venue management
ticketing
VIP relationship
management
video crew
Cost Structure
Customer Relationship
Value Proposition
attractive soccer
360 event (match,
dining, shopping)
exclusive VIP lounges
merchandising
renting out stadium
Distribution Channel
stadium
POS networks
club website (+online TV)
club cable TV channel
mobile phone TV channel
Revenue Model
Target Customer
value creates
revenues
Partner Network
Core Capability
play attractive & win
games
brand management
video images
channel management
Activity Configuration
team management
event management
venue management
ticketing
VIP relationship
management
video crew
Cost Structure
Customer Relationship
Value Proposition
attractive soccer
360 event (match,
dining, shopping)
exclusive VIP lounges
merchandising
renting out stadium
Distribution Channel
stadium
POS networks
club website (+online TV)
club cable TV channel
mobile phone TV channel
Revenue Model
Target Customer
Core Capability
play attractive & win
games
brand management
video images
channel management
Activity Configuration
team management
event management
venue management
ticketing
VIP relationship
management
video crew
Cost Structure
Customer Relationship
Value Proposition
attractive soccer
360 event (match,
dining, shopping)
exclusive VIP lounges
merchandising
renting out stadium
Distribution Channel
stadium
POS networks
club website (+online TV)
club cable TV channel
mobile phone TV channel
Revenue Model
Target Customer
infrastructure generates
costs
Partner Network
Core Capability
play attractive & win
games
brand management
video images
channel management
Activity Configuration
team management
event management
venue management
ticketing
VIP relationship
management
video crew
Cost Structure
Customer Relationship
Value Proposition
attractive soccer
360 event (match,
dining, shopping)
exclusive VIP lounges
merchandising
renting out stadium
Distribution Channel
stadium
POS networks
club website (+online TV)
club cable TV channel
mobile phone TV channel
Revenue Model
Target Customer
the profit
zone
Partner Network
Core Capability
play attractive & win
games
brand management
video images
channel management
Customer Relationship
Activity Configuration
Value Proposition
attractive soccer
360 event (match,
dining, shopping)
exclusive VIP lounges
merchandising
renting out stadium
team management
event management
venue management
ticketing
VIP relationship
management
video crew
Cost Structure
Distribution Channel
stadium
POS networks
club website (+online TV)
club cable TV channel
mobile phone TV channel
Revenue Model
<
Target Customer
the process of
designing
innovative
business models
usercentered
CORE
CAPABILITIES
PARTNER
NETWORK
ACTIVITY
CONFIGURATION
COST
STRUCTURE
VALUE
PROPOSITION
CUSTOMER
RELATIONSHIPS
DISTRIBUTION
CHANNELS
REVENUE
STREAMS
CUSTOMER
SEGMENTS
Nokia: Jan
Chipchase
creativity &
exploration
Googlepl
ex
70:20:10
API
CORE
CAPABILITIES
PARTNER
NETWORK
ACTIVITY
CONFIGURATION
COST
STRUCTURE
VALUE
PROPOSITION
CUSTOMER
RELATIONSHIPS
DISTRIBUTION
CHANNELS
REVENUE
STREAMS
CUSTOMER
SEGMENTS
continuous
innovation
interdisciplinary
approach
Grameen Phone
Bangladesh
Grameen
Bank
customer
relationships
telecom
operators
micro-credit
mobile
telephony
activity
configuration
village
telephony
phone ladies
villager
source of
revenue
Grameen
Bank (billing)
phone ladies
billing
telecom
infrastructure
mobile phone
revenues
holistic
design
content
producers
lifestyle brand
hardware
suppliers
hardware &
softw. dev.
e-commerce
brand
management
multimedia
rights mgmt
content
hardware
distribution
iPod
Apple stores
iBook
dealer
network
multimedia
downloads
iTunes
content
distribution
cost structure
hardware
revenues
multimedia
revenues
high-end
consumer
strategic
fit
customer
relationships
partners
product
selection
content
management
selling stuff
on the Web
Amazon.com
mass
customer
warehousing
& distribution
Amazon S3
Internet API
Web2.0
companies
data services
A9 product
search
Internet
e-commerce
sites
distribution
product
search
Amazon.com
data grid
selling stuff
IT infra
data storage
fees
marketing
search engine
revenues
the business
modelers
toolbox
cocreation
ideatio
n
visualizati
on
prototyping
the design
process
1. identify interdisciplinary
stakeholders
-> set-up team
2. understand (business)
environment
> frame problem
CORE
CAPABILITIES
PARTNER
NETWORK
ACTIVITY
CONFIGURATION
COST
STRUCTURE
VALUE
PROPOSITION
CUSTOMER
RELATIONSHIPS
DISTRIBUTION
CHANNELS
CUSTOMER
SEGMENTS
REVENUE
STREAMS
3. suspend
reality
-> ideate
4. bring back
reality ->
prototype
5. chose suitable
design
-> decide
Area
Value
Proposition
Project
name
Estimated
workload
Project V1
10
man/days
Project V2
120
man/days
Distribution
38
Project C1
Channels
man/days
Area
Value
Proposition
Project
name
Target
Estimated KPI
workload (measure) level
Project V1
10
man/days
Project V2
120
man/days
Distribution
38
Project C1
Channels
man/days
Area
Value
Proposition
Project
name
Target
Estimated KPI
workload (measure) level
leader
Project V1
10
man/days
Mr. Jan
Project V2
120
man/days
Ms. Tee
Distribution
38
Project C1
Channels
man/days
designing blue
oceans
REDOCEAN
BLUEOCEAN
competeinexistingmarkets
createuncontestedmarkets
beatthecompetition
makecompetitionirrelevant
exploreexistingdemand
create&capturenewdemand
makethevalue/costtradoff
breakvalue/costtradoff
alignwithdifferentiationOR
lowcost
alignwithdifferentiation
ANDlowcost
group warmup
what are the 5
most important
competitive
attributes that
characterize a
game consoles
offer?
(e.g. price, performance,
design)
attribut
e2
e.g.
price
attribute 1
e.g.
performanc
e
5
attributes
1
2
3
4
1.
2.
3.
4.
5.
banks performance
5 - high
3 - medium
1 - low
2
3
1
4
5
e
e
e
e
e
t
t
t
t
t
u
u
u
u
u
b
b
b
b
b
i
i
i
i
i
r
r
t
t
tr
tr
tr
at
at
at
at
at
live
Excel
eliminate
raise
reduce
create
CORE
CAPABILITIES
PARTNER
NETWORK
ACTIVITY
CONFIGURATION
COST
STRUCTURE
VALUE
PROPOSITION
CUSTOMER
RELATIONSHIPS
DISTRIBUTION
CHANNELS
REVENUE
STREAMS
CUSTOMER
SEGMENTS
examples
Goldcorp
exploiting
mines
geology prize
500000 $US
CUSTOMER
RELATIONSHIPS
mining
research
DISTRIBUTION
CHANNELS
REVENUE
STREAMS
CUSTOMER
SEGMENTS
Goldcorppubliclysharedallofitsgeologicaldataand
offeredUS$500000inprizesfordeterminingwherethey
mightfindthenext6millionouncesofgold
Skyp
e
eBay
deliver voice &
video quality
software
development
software
development
website
free VoIP & value
added services
global
(non segmented)
internet
large scale
low margin
freevoiceoverIPVoIPtelephony&
valueaddedservices
1291
Cityhomes
lowcosthotel/rentalinNewYorkCity
young
curious
Swiss
CUSTOMER
RELATIONSHIPS
apartment
owners
keep down
costs
renting out
rooms
low cost
accommodation
New York
DISTRIBUTION
CHANNELS
find demand
low cost
rents
the cost
sensible
Tecnovat
e
import young
curious
Europeans to
India to work
keep down
costs
ACTIVITY
CONFIGURATION
low cost
CUSTOMER
RELATIONSHIPS
DISTRIBUTION
CHANNELS
European
corporations
REVENUE
STREAMS
businessprocessoutsourcingupsidedowninIndia
Netflix
large movie
database
independent
films
ACTIVITY
CONFIGURATION
COST
STRUCTURE
(niche) movies
over the
Internet
profile
specialized
clientele
Web
REVENUE
STREAMS
onlinemovierental(withlargenichemoviedatabase)
we co-create
we operationalize
we manage change
we build knowledge
we connect
annexes
annex I
business model
template
INFRASTRUCTURE
PARTNER
NETWORK
CORE
CAPABILITIES
OFFER
CUSTOMER
RELATIONSHIP
VALUE
PROPOSITION
VALUE
CONFIGURATION
COST
STRUCTURE
TARGET
CUSTOMER
DISTRIBUTION
CHANNEL
FINANCE
CUSTOMER
REVENUE
STREAMS
INFRASTRUCTURE
CORE
CAPABILITIES
outlines the capabilities
required to run a
company's business
model
PARTNER
NETWORK
CUSTOMER
RELATIONSHIP
OFFER
VALUE
CONFIGURATION
VALUE
PROPOSITION
COST
STRUCTURE
DISTRIBUTION
CHANNEL
TARGET
CUSTOMER
describes the
customers a company
wants to offer value to
describes the
arrangement of
activities and resources
explains the
relationships a
company establishes
with its customers
CUSTOMER
FINANCE
REVENUE
STREAMS
value proposition 1
value proposition 2
CUSTOMER
VALUE
PROPOSITION
TARGET
CUSTOMER
value proposition 1
value proposition 2
target customer 1
target customer 2
CUSTOMER
VALUE
PROPOSITION
DISTRIBUTION
CHANNEL
TARGET
CUSTOMER
value proposition 1
value proposition 2
distribution channel 1
distribution channel 2
target customer 1
target customer 2
CUSTOMER
VALUE
PROPOSITION
CUSTOMER
RELATIONSHIP
TARGET
CUSTOMER
value proposition 1
value proposition 2
relationship type 1
relationship type 2
target customer 1
target customer 2
FINANCE
CUSTOMER
VALUE
PROPOSITION
REVENUE
STREAM
TARGET
CUSTOMER
value proposition 1
value proposition 2
revenue stream 1
revenue stream 2
target customer 1
target customer 2
OFFER
CORE
CAPABILITIES
VALUE
PROPOSITION
core capability 1
core capability 2
value proposition 1
value proposition 2
OFFER
CORE
CAPABILITIES
VALUE
CONFIGURATION
VALUE
PROPOSITION
core capability 1
core capability 2
activity 1
activity 2
value proposition 1
value proposition 2
OFFER
CORE
CAPABILITIES
PARTNER
NETWORK
VALUE
PROPOSITION
core capability 1
core capability 2
partner 1
partner 2
value proposition 1
value proposition 2
FINANCE
OFFER
CORE
CAPABILITIES
COST
STRUCTURE
VALUE
PROPOSITION
core capability 1
core capability 2
cost account 1
cost account 2
value proposition 1
value proposition 2
annex ii
other