Business Design : Business model & Creative thinking
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Business DesignBusiness Model & créativité
EM Lyon - Octobre 2013
Bluebiz United - Emmanuel Gonon
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Selon le Business Plan, chapitre 4, paragraphe 3
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‘’If you freeze to an idea too quickly, you fall in love with it...»’’..if you refine it too quickly, you become attached to it and it
becomes very hard to keep exploring, to
keep looking for better.’’
Jim Glymph, Gehry Partner, architecte
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80%Multinationales
20%Start-up
Rupture0,001%
Improbables
Innovation significative
Innovation incrémentale
Ris
que
tech
niqu
e
Risque business
ça va marcher?
quelqu’un va l’acheter?
Innover en zone de risque
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Horizon de ROI
Mers inconnues
ROI
VISIONROI prévisible
Business m
odel connu
Au-delà du ROI...
Ris
que
tech
niqu
e
Risque business
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Innovation TechnoProduit Service
Innovation de Business
Model
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Innover sur d’autres leviers que le produit / service
Ris
que
tech
niqu
e
Risque business
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Temps
CACA
Risque
Prendre des parts de marché
Réduire les risques
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Qu’est-ce qu’une start-up?
Ce n’est pas une entreprise miniature.
C’est une organisation temporaire pour chercher un business model
répétable et scalable.
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Busines Model :
description de la logique pour créer la valeur attendue par le client, la délivrer au client, et gagner de l’argent.
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Gloups...
Business Model de RyanAir
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Merci...
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La logique du Business
VALEUR AJOUTEE
RESSOURCES CLE
PARTENAIRES CLE
OFFRE RELATION & COMMUNICATION
DISTRIBUTION
MONETISATION
CLIENTS
ACTIVITES CLE
CLIENTS
COUTSce que tout ça
vous coûte
Ce que les clients
viennent chercher et
qu’ils ne trouvent
pas ailleurs
Les entités externes extrêmement difficiles à substituer, sans qui vous ne savez pas faire et à qui vous devez faire confiance
Vos compétences, savoir-faire, atouts,
connaissances,...
Vos process...
Ce que vous produisez, et
que les clients
identifient comme le catalogue
Les surfaces de contact actives ou
passives avec le client
Les canaux de distribution de
l’offre
La manière dont sont générés les revenus, et ce que ça vous rapporte
Ceux qui achètent
et qui utilisent
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OFFRE CLIENTS
PARTENAIRES CLE
ACTIVITES CLE
RESSOURCES CLE
MONETISATION
DISTRIBUTION
RELATION & COMMUNICATION
VALEUR AJOUTEE
COUTS
Marketing
chaque tasse
magasins
Réseau distribution
CSP+
Un grand cru expresso en
quelques secondes
Un objet design
R&D et design
Brevets
Production café
Club
What else?
Café en dosettes
Licence par
machine
Fabricants de
machines
DB clients
Machines espresso
Distrib & Com B2C
Marque
Canaux distrib
Mail & internet
professionnelsCall
center
B2C distrib
Production
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La Valeur Ajoutée
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Qu’achetez-vous?
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Qu’achetez-vous?
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Qu’achetez-vous?
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inspiré de Merkapt
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What’s «The Job to be done»?
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Résolvez des problèmes
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Impossible?
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Changer de point de vue
Analytical Thinking
If I’d ask people what they wanted, they would have said a faster horse.
Henry Ford
Creative Thinking
Whitout changing our patterns of thought, we will not be able to solve the problems we created with our current patterns of thought.
Albert Einstein
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Tout le monde est créatif!
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Il y a des solutions, même aux pires problèmes...
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La solution, c’est le problème
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Prendre de la hauteur, pour voir tout le champ des possibles
Problème client
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Big IdeaS
Idée
Problème client
ChallengeCréatif
Votre Motivation
Idées
La solution, c’est le problème
Solution
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Petite cause
Grands effets
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Petite cause
Grands effets
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Petite cause
Grands effets
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Méthodes de Creative Thinking
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Enchainer les respirations créatives
Imaginer Prioriser
EXPLORATION / REFORMULATION
Idée
Prob
lèm
e
Pist
es
GENERATION D’IDEES
Explorer Reformuler Prototyper Tester
Solu
tion
s
TEST
Recherche consciente > Travail inconscient -> Illumination soudaine -> vérification
(Poincarré)
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la respiration créative :louvoyer pour avancer...
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Lorsque la pente est rude...
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Lorsqu’il y a vent de face...
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Exploration de l’idée
initiale
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Pourquoi?Pourquoi?Pourquoi?Pourquoi?Pourquoi?
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Qu’en pensent les martiens?
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Qu’en pensent les enfants?
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L’empathie : Mettez-vous à la place du client...
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Pense et ressent?
PROBLEME A RESOUDRE
GAINS DOULEURS
CARTE D’EMPATHIE CLIENT
Date Designer Itération #Projet
Scénario
Voit?
Dit et fait?
Entend?
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Dessine-moi ton problème
Reformulation du problème
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Trouver la bonne hauteur de vue
formuler une question
challengeante et mobilisatrice
définir l’objectif et les critères
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Formuler un problème...
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‘ ‘ Comment... ?
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Rappel : «la solution, c’est le problème»
Comment améliorer l’expérience client?
Comment réduire le temps
d’attente?
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Générer des idées
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Quelques méthodes...
Brainstorming
Avocat de l’ange
contre-intuition
HybridationJeu des 7 erreurs
Si j’étais...
Analogie
I WANT TOUT !
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ü C : aucune Critique ou Commentaireü Q : de la Quantitéü F : de la Fantaisieü D : Développer les idées des autres et les améliorer
Règles : CQFD
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La contre-intuition
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La contre-intuition
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L’analogie
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La modification génétique
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Je veux tout
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L’hybridation
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L’hybridation
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Source : blue ocean
Le jeu des 7 erreurs
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• César• DeGaulle• Sœur Emmanuelle• Un chinois• Athée• Une fille/un garçon• Un consultant payé
au résultat• Un fou• Mon banquier
Si j’étais
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LOGO BLUEBIZ UNITED
bluebiz unitedbu
BLUEBIZ UNITEDBU
Laissez les autres créer pour vous...
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LOGO BLUEBIZ UNITED
bluebiz unitedbu
BLUEBIZ UNITEDBU
La co-création
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Soyez des Business Designers
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Innovez tout le business model
VALEUR AJOUTEE
RESSOURCES CLE
PARTENAIRES CLE
OFFRE RELATION & COMMUNICATION
DISTRIBUTION
MONETISATION
CLIENTS
ACTIVITES CLE
CLIENTS
COUTS
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Prenez le temps d’imaginer et tester plusieurs pistes
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Une idée peut se décliner en une multitudes de business models
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Prendre de la hauteur, pour voir tout le champ des possibles
Problème client
IdéeC
C C
CC
Business Models
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VALEUR AJOUTEE RESSOURCES CLE PROPOSITION DE VALEUR RELATION & COM
DISTRIBUTION
MONETISATION
CLIENTS
ACTIVITES CLE
PARTENAIRES CLE
Une grande combinatoire...
Alliance temporaire
CoopétitionEcosystème
ProductionPb solving
Platforme
Open innovation
Recrutement client
Physiques
IP
Humaines
Finance
Données
Produit
Service
Experience
Solution
Business case
Usage
Assistant personnel
Mass CRM
Self service
Services automatisés
CommunautésCo-creation
Guerilla
Dématérialisé
Globale
Locale
Shortcut
Salesforce
Partenaire
Mass market
Niche market
Segmentés
Diversifés
Multi-facettes
Vente
Utilisation
Abonnement
Location
Licence
Publicité
Prix fixe
Pricing dynamique
Cost-driven
Value driven Coûts fixes
Coûts variables Economies d’échelle
Economies de spécialisation
Maximiser
Minimiser
Revenir au coeur
Collision des besoins
Low cost
Crowd sourcing
Design personnalisé Freemium
Long tail
Réseau
Agilité
Affiliation
Clone market
Marché existant
Marché resegmenté
Nouveau marché
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OFFRE CLIENTS
PARTENAIRES CLE
ACTIVITES CLE
RESSOURCES CLE
MONETISATION
DISTRIBUTION
RELATION & COMMUNICATION
VALEUR AJOUTEE
COUTS
Marketing
chaque tasse
magasins
Réseau distribution
CSP+
Un grand cru expresso en
quelques secondes
Un objet design
R&D et design
Brevets
Production café
Club
What else?
Café en dosettes
Licence par
machine
Fabricants de
machines
DB clients
Machines espresso
Distrib & Com B2C
Marque
Canaux distrib
Mail & internet
professionnelsCall
center
B2C distrib
Production
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OFFRE CLIENTS
PARTENAIRES CLE
ACTIVITES CLE
RESSOURCES CLE
MONETISATION
DISTRIBUTION
RELATION & COMMUNICATION
VALEUR AJOUTEE
Café
Chaine de cafés
Indépendants, professionnels en mouvement
Un endroit comme chez
soi, chaleureux, au coin de la
rue
Du bon café
Approvisionnement
Votre salon
Café au comptoir
Fournisseur de café
Foncier
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Ne faîtes un choix qu’après avoir prototypé et testé plusieurs scénarios
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Construire une colonne
vertébrale solide
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Equipe
Identité Problème client
Mission
Business Plan
Go 2 Market & pipe
Orga & process
Com’dvt marque
Businessmodel
Marchés
Vision
Sur quels marchés aller?
Comment rentrer sur le marché?
Pourquoi aller sur le marché?
1
2
3
4Avec quelles ressources?
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Se mettre debout progressivement
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Ce n’est pas tout droit
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VALEUR AJOUTEE
RESSOURCES CLE
PARTENAIRES CLE
PROPOSITION DE VALEUR
RELATION & COMMUNICATION
DISTRIBUTION
MONETISATION
CLIENTS
ACTIVITES CLE
CLIENTS
COUTS
hypothèse
hypothèse
hypothèse
hypothèse
hypothèse
hypothèse
hypothèsehypothèse
hypothèse
hypothèse
Sur le papier, ça a l’air pas mal
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des idées, des idées, des idées...
Minimum Viable ProductInnovation accouting
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Concept produitBusiness plan
Développement produit Proto / Beta test
Lancement / Première
installation
Développement produit
DécouverteClients
Validation Clients
Création Clients
Pivot
Xcation Clients
Recherche Développement
Maquette Prototype Pré-série Série
... pendant toute la phase de R&D Business
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Testez chaque hypothèse,par ex avec des clients :)
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La meilleure
validation est une
commandeclient...
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...d’un Produit Minimum Viable
Les plus petites fonctionnalités qui assurent le maximum de :– intérêts des early
adopters–commandes–apprentissage–feedback
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Lancer vite un Business Minimum Viable
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Business Minimum Viable
VALEUR AJOUTEE
RESSOURCES CLE
PARTENAIRES CLE
OFFRE RELATION & COMMUNICATION
DISTRIBUTION
MONETISATION
CLIENTS
ACTIVITES CLE
CLIENTS
COUTSce que tout ça
vous coûte
Parties prenantes
FinancementRéseau
Vision unique d’un problème à résoudre
Lean management :Low resources management
Prototypage rapide
Ceux qui donnent des infos sur le marché et qui font
gagner du temps
Produit Minimum
Viable
Des revenus dès le premier jour
En direct
Innovateurs et adoptants
précocesEngagement client
Design de solutions
En direct
Techno Compétences
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Imaginer
PrototyperTester
Poser des hypothèses
1
Réaliser les actions
Vérifier les hypothèses
3Batir le plan
d’actions pour tester les hypothèses
2 4
Sprint(quelques semaines)
Itération
Organisez des sprints de tests
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87MARCHE PRECOCE FOSSE
InnovateursTesteurs de frontière
Adoptants précoces
Visionnaires
Une construction progressive avec le marché
Logique client (problème, gains,
douleurs,...)
Vision!
Risques?
Business Model
Process de vente!
Positionnement!
Pipe commercial
Execution
Business plan!
Organisation
1ères Ventes! Go 2 Market
Communication
1ers contacts!
Process
Roadmap
Découverte Validation Création Xcation
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Lean Start-up : ne pas oublier la vision
Optimization
Pivot
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89
Quelle est votre vision?
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Excellence opérationnelle
«Meilleur coût»
Leadership produit
«Meilleur produit»
Leadership produit
Intimité client
«Meilleurs services et solution»
Une vision : l’exigence du choix
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Leadership produit
«Ce n’est pas le rôle du client de savoir ce qu’il veut»
Steve Jobs
Et dans ce cas?
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Creative Thinking
Résolution créative de problèmes
Business ModelingPrototypage du business model
‘‘Designer’’ les projets pour les déminer
Customer Dev
Validation du Business model
Big IdeaSProbl
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Quelques inspirations...
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LOGO BLUEBIZ UNITED
bluebiz unitedbu
BLUEBIZ UNITEDBU
Créateurs d’innovations Business
Emmanuel Gonon
Business Designer, CEO, Entrepreneur
mail : [email protected]
mobile : +33 (0)6 80 83 31 79
Twitter : @manu_bluebiz
www.bluebiz-united.com
est une agence d’innovation et entrepreneuriat.Nous aidons les entreprises à amplifier, accélérer et sécuriserleurs projets stratégiques,
en imaginant des idées disruptives, en prototypant de nouveaux business models et en les expérimentant sur le terrain.
LOGO BLUEBIZ UNITED
bluebiz unitedbu
BLUEBIZ UNITEDBU