“the design of business modelsimi.ntu.edu.sg/NewsEvents/Events/PublishingImages/... · business...
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business model innovation & design NTU Institute for Media Innovation alex osterwalder yves pigneur ? How does one design successful business models? too little attention is given to the design of business models “ too ” odels David J. Teece UC Berkeley
Transcript of “the design of business modelsimi.ntu.edu.sg/NewsEvents/Events/PublishingImages/... · business...
business modelinnovation & design
NTU Institute for Media Innovation
alex osterwaldera e os e a dyves pigneur
?How does one design successful business models?
too little attention is given to the design of business models “too
”odels
David J. TeeceUC Berkeley
conceptualmodeling
1designmethod
2computerized
tools
3business
modeldesign thinking
computer-aided
business model 1
common language
geBusiness Model Canvas
to describe, challenge, design, and invent business models more systematically
customer segment
defines the different groups of people or organizations the company aims to help with getting a job done
images by JAM
value proposition
images by JAM
describes the bundle of products and services that create value for a specific customer segments
distribution channel
images by JAM
outlines the customer touch points through which the company reach the customer segments to communicate and deliver a value proposition
customer relationship
images by JAM
describes how an organization gets, keeps, and grows each customer segment and what type of relationships it entertains with each of them
revenue stream
images by JAM
represents the type of revenues an organization generates from each customer segment for a specific value proposition
key resources
images by JAM
describes the most important assets, capabilities and know-how required to make a business model work
key activities
images by JAM
present the most important tasks and processes a company must perform to make its business model work
key partners
images by JAM
outlines the network of suppliers and partners that leverage the business model
cost structure
images by JAM
describes all costs incurred to operate a business model
customer segments
key partners
cost structure
revenue streamsdistribution
channels
customer relationshipskey activities
keyresources
value proposition
images by JAM2222
VALUEPROPOSITION
CUSTOMERRELATIONSHIP
CUSTOMERSEGMENT
DISTRIBUTIONCHANNEL
KEYACTIVITIES
KEYRESOURCES
KEYPARTNERS
COST REVENUES
The Business Model Canvas
http://www.businessmodelgeneration.com
DIGITALPLATFORM
DIGITALLIFESTYLE
DIGITALHUB
HARDWARE MANUFACTURER
1998 2001 2007 2010
?What was apple’s business model for the iPod?
buzz group how much did the cost of home coffee consumption change for Swiss
households over the last couple of years?
600% to 800% more ?describe the Nespresso’s
business model using the canvas
RESULTS average growth of 30% p.a. since 2000
in 2011, 3 billion CHF annual revenue with 1 product line
2design thinking
analyticalthinking
intuitivethinking
designthinking
Roger MartinRotman School @ Toronto
business people don’t just need to understand designers better; they need to become designers
“bus
”ners
[source: Sony Pictures]
YPING
[source: Sony Pictures]
[source: Sony Pictures]
[source: flickr]
Jim Glymph,Gehry PartnerJimGe
if you freeze to an idea too quickly, you fall in love with it ...“if yo
” it ... Jim Glymph,Gehry Partner
if you refine it too quickly you become attached to it ...“if yo
”o it ...
?what does it means for business models?
prototyping
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?where is solar energy particularly useful?
JJJJJJJJJJJJJJJiiiiiiiigggggggggaaaaaarrrrrrrrrrrrrrrrrrrrrrrrrrrr SSSSSSSSSSSSSSSSSSSSSSShhhhhhaaaaaaaaaaaaaaaaahhhhhh5656566566
in the contexxt ooff sshhoppppiingg ccenteerrs
SOLAR PANEL INSTALLATION
SALES FORCE
MID- TO LARGE ORGANIZATIONS
PURCHASING FEE
LONG TERMRELATIONS
SOLAR EXPERTS
PATENTS
CUSTOMER ACQUISITION
PANEL MANUFACTURERS
INSTALL PANELS
VALUEPROPOSITION
CUSTOMERRELATIONSHIP
CUSTOMERSEGMENT
DISTRIBUTIONCHANNEL
KEYACTIVITIES
KEYRESOURCES
KEYPARTNERS
COST REVENUES
1
?why don’t the retail stores and shopping centers
switch to solar energy?
60
why don’t the re
tail stores
and
shopping c
enters switch t
o
solar ener
gy?
?what if we gave the panels away for free to eliminate the hurdle of upfront investment
VALUEPROPOSITION
CUSTOMERRELATIONSHIP
CUSTOMERSEGMENT
DISTRIBUTIONCHANNEL
KEYACTIVITIES
KEYRESOURCES
KEYPARTNERS
COST REVENUES
2K
SOLAR EXPERTS SALES FORCE
MID- TO LARGE ORGANIZATIONS
INSTALLING & MANAGING
INSTALLATIONS
INSTALL & MANAGE
INSTALLATIONS
PANEL MANUFACTURERS
SOLAR PANEL INSTALLATIONSOLAR PANEL INSTALLATION
POWER PURCHASING AGREEMENTS
REGULAR PPA PAYMENTS
ACQUIRING PPAS
XPERTS
SOLAR ENERGY INSTALLATIONS
STALLA
ACQUIRE PPAS
?but how to finance the upfront investment
64
but how to f
inance the
upfront in
vestment
VALUEPROPOSITION
CUSTOMERRELATIONSHIP
CUSTOMERSEGMENT
DISTRIBUTIONCHANNEL
KEYACTIVITIES
KEYRESOURCES
KEYPARTNERS
COST REVENUES
3K
LOW-RISK INVESTMENT
RETURN FINANCIAL INSTITUTIONS
INSTITUTIONAL
& PRIVATE INVESTORS
INVESTMENT FEE
ACQUIRING INVESTORS
SOLAR EXPERTS
CHANNEL
SALES FORCE
MID- TO LARGE ORGANIZATIONS
INSTALLING & MANAGING
INSTALLATIONS ACQUIRING
PPAS
ACQUIRE PPAS
ACQU
INSTALL & MANAGE
INSTALLATIONS
REGULAR PPA PAYMENTS
R TS
SOLAR ENERGY INSTALLATIONS
POWER PURCHASING AGREEMENTS
REGULAR PPAPAYMENTS
DEVELOPMENT & MONITORING FEE
ACPPACKAGE & SELL PPAS
EINST
POOL OF PPAS
RESULTS
SunEdison is now the largest provider of solar
power in the US
SunEdison bought in ’09 by MEMC Electronic Materials
for USD 200 million
3computer-aided
d
727272BusinessModelGeneration.com
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conceptualmodeling
1designmethod
2computerized
tools
3business
modeldesign thinking
computer-aided
