How to Design Disruptive Business Models
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Transcript of How to Design Disruptive Business Models
DISRUPTIVE BUSINESS MODEL INNOVATION
Brian Moelich Business Designer, Innovation Enablement @BrianMoelich
The show The audience
The front stage
The back stage
Growth Strategy Competitive Advantage Why you? What’s next?
Who are your creating value for? What are their needs, pains and jobs to be done? How is your solution providing gains, relieving pains and creating value? Does your customer want your solution?
If your solu*on is a pla/orm or marketplace, you will have at least 2 customers and deliver
2 value proposi*ons
The show The audience
Recognize these are all assumptions
Dangerous
Safe
Unknown
Known
Urgent
Not Urgent
High Cost
Low Cost
Prioritize Test Evaluate Risk
How are your going to get, keep and grow customers? How will your offering get in the hands of your customer(s)? How are you going to extract value from your customer(s)?
Proprietary peripherals
Apple store
Certified vendors
Device iTunes and app store
Story driven
marketing
The front stage
What is required to deliver your offering to your customers? Are you going to be a differentiator or low cost player?
Customer experience
Design
App store
Developer network
Foxconn
Overhead Retail loca*on
The back stage
Fitting innovation into the enterprise
Core capability
Core capability
Core capability
Core capability
Supporting activity
Supporting activity
Supporting activity
Supporting activity
Supporting activity
Supporting activity
Supporting activity
Supporting activity
Supporting activity
Supporting activity
Supporting activity
Supporting activity
Supporting activity
Deliver premium coffee
experience globally
Coffee center of
excellence
Create shared value
(environmentally & socially)
Cultivate direct brand /
consumer relationships
Deliver uniquely integrated,
stylish coffee system
Proprietary capsule & brewing system
Variety of signature Grand Cru
coffees
Coffee ambassadors
Nespresso Boutique
Flagship stores
In-store boutiques
Customer relationship
center
Nespresso club
Direct marketing
& fulfillment
Internet boutique
Farmer real
income
Environmental training for
farmers
Green coffee experts
AAA sustainability
quality Ecolaboration
initiative
Machine service
network
Appliance manufacturing
partners
External design experts
Capsule recycling program Rainforest
alliance
How do you stand out from the competition?
Competitive Advantage
Industry value drivers
Ringling Brothers
Opera
Cirque du Soleil
Why you?
Competitive Advantage
Industry value drivers
Ringling Brothers
Why you?
Competitive Advantage
Industry value drivers Analogous industry value drivers
Ringling Brothers
Why you?
Competitive Advantage
Industry value drivers Analogous industry value drivers
Ringling Brothers
Opera
Why you?
Competitive Advantage
Industry value drivers Analogous industry value drivers
Ringling Brothers
Opera
Cirque du Soleil
Why you?
How do you stay competitive?
Always think about what is next What else can my offering apply to? How can my offering appeal to another segment?
Growth Strategy What’s next?
Always think about what is next What else can my offering apply to? How can my offering appeal to another segment?
Growth Strategy What’s next?
Growth Strategy Competitive Advantage
Growth Strategy Competitive Advantage
Twitter: @brianmoelich [email protected]
Appendix
Recommended reading • IDEO.org DesignKit hFp://www.designkit.org/ • Business Model Canvas hFps://strategyzer.com/ • Designworks hFp://fraserdesignworks.com/ • Blue Ocean Strategy hFp://www.blueoceanstrategy.com/
• Playing to Win hFp://www.playingtowin.net/ • Crossing the Chasm hFp://www.chasmins*tute.com/