Mexicanidad Reloaded: Multiple Histories and Narratives in ...
Business Models Reloaded
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Transcript of Business Models Reloaded
[sources: Henry Chesbrough, photo: xerox.com]
revenue growth of 41% compounded for the next 20 years
Product innovation alone was not
sufficient They enabled the
new product through the business model1
They couldnʼt prove in advance that the models would work
They had to take some risk and
experiment3
1 2 3beyondcopying
competitors
beyondproduct
innovation
beyondasking
for proof
testingbefore
building
designthinkingattitude
businessmodel
language
how much did the cost of home coffee consumption
change for Swiss households over the last couple of years?
images by JAM
customer segments
key partners
cost structure
revenue streams
channels
customer relationships
key activities
key resources
value proposition
images by JAM
customer segments
key partners
cost structure
revenue streams
channels
customer relationships
key activities
key resources
value proposition
CANVAS OVERLAY
images by JAM
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
images by JAM
CANVAS OVERLAYOFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
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The Business Model Canvas
KEYPARTNERS
ValueProposition
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
Nespresso’s business Model
households (espresso fans)
**** retail
outlets
sales of Nespresso pods
mailorder
Nespresso stores
NespressoClub
coffee machine
manufacturersbusinesses
sales of Nespresso machines
Nespressopods
patents
marketing
production
B2Cdistribution
production
callcenter
Nespresso.com
*** Nespresso machines
marketing
B2Cdistribution
distribution channelscoffee
coffeegrowers
production facilities
KEYPARTNERS
ValueProposition
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
Nespresso’s 1987 Model
officesNespressosystem
joint venture with machine manufacturer
machine manufacturer
UNDERSTANDER (interviewer) asks questions and sketches out interlocutors business model with post-it notes
EXPLAINER (interviewee) answers business model questions to help interviewer understand his/her core model
REVENUE STREAMSCOST STRUCTURE
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
KEYACTIVITIES
PARTNERNETWORK
KEYRESOURCES
shoe manufacturing
retailpartners
sales to retailers
mass shoe market
manufacturing
costs
B2Blogistics
logisticscost
salesforce
retailpartners
REVENUE STREAMSCOST STRUCTURE
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
KEYACTIVITIES
PARTNERNETWORK
KEYRESOURCES
foot scanning
technology
shoe manufacturing
manufacturing
costs
B2Blogistics
logisticscost
retailpartners
sales to retailers
mass shoe market
salesforce
retailpartners
REVENUE STREAMSCOST STRUCTURE
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
KEYACTIVITIES
PARTNERNETWORK
KEYRESOURCES
foot scanning
technology
shoe manufacturing
manufacturing
costs
B2Blogistics
logisticscost
retailpartners
sales to retailers
mass shoe market
salesforce
retailpartners
REVENUE STREAMSCOST STRUCTURE
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
KEYACTIVITIES
PARTNERNETWORK
KEYRESOURCES
foot scanning
technology
shoe manufacturing
manufacturing
costs
B2Blogistics
logisticscost
retailpartners
sales to retailers
mass shoe market
salesforce
retailpartners
personal onlinefootprint
direct web sales
royalty payments to retailers
own stores and retail partners
ITmanagement
B2Clogistic
s
mass
customizatio
n
factory
onlinestore
high-end men’s market
a business model might look great on paper...
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.. but after all it is only a...
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business model layer
this is you
r best sho
t
at how your
business
model could
work
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hypothesis hypothesis
hypothesis
hypothesis
hypothesis
hypothesis
hypothesis
hypothesis
hypothesis
hypothesis
hypothesis
hypothesis
hypothesis layer explicitly outline the most
important hypotheses on
which your business model is built
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test test
test
test
test
test
test
test
test
test
test
test
test layer
come up with tests
to verify each
hypothesis
proj
ect:
scre
en:
date
: au
thor
:
iPad stencil, actual scale, template by hortis, le studio. Feb. 2010. http://hortis.lestudio.ch
BusinessModelGeneration.com/toolbox
proj
ect:
scre
en:
date
: au
thor
:
iPad stencil, actual scale, template by hortis, le studio. Feb. 2010. http://hortis.lestudio.ch
BusinessModelGeneration.com/toolbox