Data-Need Fit – Towards Data-Driven Business Model Innovation - Katrin Mathis, Felix Köbler

DIGITAL CONCEPTSWITH ADDED VALUE.

Data-Need Fit Towards data-driven business model innovation

ServDes Conference

25 May 2016

Data-Need Fit, ServDes, May 2016Image: © Dudarev Mikhail – fotolia.com

Data-Need Fit, ServDes, May 2016Image: © styf – fotolia.com

Data-Need Fit, ServDes, May 2016Image: RunScribe

Data-Need Fit, ServDes, May 2016

Only 4% of German companies

already use Big Data in value

creation and as basis for new

business models.

BITKOM 2012

Image: © Dudarev Mikhail – fotolia.com


Katrin Mathis

Service DesignFreelancer in Freiburg

MBA in Service Innovation & Design from Laurea UAS, BSc. in OnlineMedia

Dr. Felix Köbler

Strategy and User Experience Consultant at FELD M in Munich

PhD at Department of Informatics at Technical University of Munich


Research context

Research project ExCELL: Real-time analysis and

crowdsourcing for a self-organized city logistic

Work package “Concept of value and cash flow”

3 years from June 2015

Funded by

FKZ 01MD15001A

excell-mobility.de

Partner

http://excell-mobility.de


Expert interviews

Big data helps us to

outperform larger

competitors.

We use design thinking for

idea generation and lean

startup for validation.Lean launchpad is a useful checklist.

It’s difficult to acquire data as a startup.


Data in organisations

IT Business


Causation Effectuation

„Take a set of means as given and focus on selecting between possible effects than can be created.“

„Take a particular effect as given and focus on selecting between means to create that effect.“ (Sarasvathy 2001, 245)


Effectual approach to data-driven business model innovation


Tools for data-driven business model innovation


Stakeholder map – ExCELL project


Tools for data-driven business model innovation

?


Development of a Data Canvas


Development of a Data Canvas

Label#Topic

€ § R

Inte

rna

lE

xte

rna

l

ContinuousRotational

Ori

gin

Update frequency


Data Canvas – ExCELL project


Customer choice


Customer profile from interviews – ExCELL project


Value proposition from available data


Value map with data – ExCELL project


Service lens

Service-dominant logic Jobs-to-be done

“when customers find that they

need to get a job done, they ‘hire’

products or services to do the

job”

+

Service, „the application of

specialized skills(s) and

knowledge is the fundamental

unit of exchange.“

Christensen et al. 2007, 38.Vargo & Lusch 2008, 7.

Value creation as helping customers get one or more jobs done

„Value-in-achievement“


Data-Need Fit

Data-Need Fit


Data-Need Fit – ExCELL project


Embedding value proposition in business model


Four types of fit

Data-Need Fit

Business Model

Fit

Product-Market Fit

Problem-Solution Fit

adapted from Osterwalder et al. 2014


Data-driven business model innovation process

Fit

Tools

Lean Startup

adapted from Osterwalder et al. 2014, 242 - 243

✔

Data-need

fit

Problem-solution

fit

Customer discovery

✔

Product-market

fit

Customer validation

✔ ✔

Business-model

fit

Customer creation

Company building


Download

Download under Creative Commonswww.katrin-mathis.de/en/data-canvas

http://www.katrin-mathis.de/en/data-canvas


Further evaluation

Currently applied in elective course „Big Data: Development of Smart Business Models“ inMA in Business Innovation at University of St. Gallen with Prof. Dr. Ivo Blohm

Public and in-house Big Data Innovation workshops

for organizations

Feedback welcome :-)

Outlook

ExCELL project

Served as initial input

for implementation of

mobility services

Field test of an

appointment app for

craftsmen

ExCELL mobility stack


!?

Katrin Mathis Gerberau 2 D-79098 Freiburg

T +49 761 42 99 09 82 [email protected] www.katrin-mathis.de

Data-Need Fit – Towards Data-Driven Business Model Innovation - Katrin Mathis, Felix Köbler

Design

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