Mba. Bridge.2011
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Transcript of Mba. Bridge.2011
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
BRIDGE PROGRAM OVERVIEW
WHAT IS INNOVATION?
WHAT DOES IT HAVE TO DO WITH DESIGNERS?
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
CONTEXT: IDEO WAYS TO GROW MATRIX
NEW STUFF TO SAME OLD PEOPLE
TWEAK PRODUCT, SERVICE OR BRAND
SELL OLD STUFF TO NEW PEOPLE
SELL NEW STUFF TO NEW PEOPLE
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
Enabling Processassembled capabilities you
buy from others
Core Processproprietary process that add value
Servicehow you serve your customers
Channelhow you connect customers to
offering
Customer Experiencehow you create an integrated
experience for customers
Brandhow you express your
offering’s benefits & values to customers
FINANCE
BusinessModel
Networking
PROCESS
Enabling Process
Core Process
OFFERING
Product Perform
ProductSystem
Service
DELIVERY
Channel BrandCustomerExperience
Business Model how the enterprise makes money
Networking enterprise structure, value chain & partnering
Product Performancebasic features-performance & function
Product Systemextended system around the offering
CONTEXT: DOBLIN 10 TYPES OF INNOVATION
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
The majority of resources and effort are concentrated on the product offering
CONTEXT: DOBLIN- INVESTMENT IN INNOVATION
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
The greatest return on innovation effort falls outside of the product offering.
CONTEXT: DOBLIN ROI IN INNOVATION
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
BRIDGE PROGRAM OVERVIEW
WHAT IS THE BUSINESS BRIDGE PROGRAM?
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
EXPANDING DESIGNER’S IMPACT ACROSS THE INNOVATION SPECTRUM
DESIGN MBA BRIDGE
ProcessProcess
Innovation Innovation ProcessProcess
Core Core ProcessProcess
OfferingOffering
ProductProductPerformancPerformanceses
Service Service SystemSystem
Customer Customer ServiceService
DeliveryDelivery
ChannelChannel BrandBrandCustomer Customer ExperiencExperiencee
FinanceFinance
Business Business ModelModel
Value Value NetworkNetwork
BUSINESS BUSINESS
DESIGNERDESIGNERDESIGNERDESIGNER
TRADITIONAL DESIGNINDUSTRIAL - FASHION - INTERIOR- ARCHITECTURE - GRAPHIC- ADVERTISING
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
Business Business ModelsModels
Business Business ModelsModels
VALUE
Marketing Marketing + +
ManagemeManagementnt
Marketing Marketing + +
ManagemeManagementnt
CUSTOMER
Statistics + Statistics + OperationsOperationsStatistics + Statistics + OperationsOperations
DECISIONS
Financial Financial ManagemeManageme
ntnt
Financial Financial ManagemeManageme
ntnt
EVALUATION
Project Based LearningProject Based LearningProject Based LearningProject Based Learning
Each module will run 9-2:30 hours a day for 2 weeks
DELIVERY STRUCTURE-MODULES
BRIDGE PROGRAM OVERVIEW
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
Business Business ModelsModels
Business Business ModelsModels
VALUECONCEPTS EXPLORED AND PROBED:• OVERVIEW OF DESIGN PROCESS• CONCEPTUAL MAPPING OF BUSINESS MODELS
•CUSTOMER VALUE PROPOSITION•PROFITABILITY MODEL•RESOURCE REQUIREMENTS•KEY PROCESSES
SAMPLE COMPANIES OR OFFERINGS INVESTIGATED
MODULE 1: VALUE
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
CONCEPTS EXPLORED AND PROBED:• PRODUCT DEVELOPMENT + POSITIONING• PROMOTION• BRANDING• CUSTOMER BEHAVIOR• TARGET MARKETING• SOCIAL NETWORKING• MANAGEMENT STRUCTURE
Marketing Marketing + +
ManagemeManagementnt
Marketing Marketing + +
ManagemeManagementnt
CUSTOMER
SAMPLE COMPANIES OR OFFERINGS INVESTIGATED:
MODULE 2: THE CUSTOMER
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
CONCEPTS EXPLORED AND PROBED:• SURVEYS + SAMPLING • CORPORATE DECISION MAKING• SUPPLY CHAIN• STATISTICAL ANALYSIS• QUALITY CONTROL
SAMPLE COMPANIES OR OFFERINGS INVESTIGATED:
Statistics + Statistics + OperationsOperationsStatistics + Statistics + OperationsOperations
DECISIONS
MODULE 3: DATA IN DECISIONS
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
CONCEPTS EXPLORED AND PROBED:• INVESTING + OPERATIONS DECISIONS• FINANCIAL STATEMENTS
• INCOME STATEMENT (PROFIT & LOSS)• CASH FLOW STATEMENT (REAL
MONEY)
• BALANCE SHEET (OWN AND OWE)
SAMPLE COMPANIES OR OFFERINGS INVESTIGATED:
Financial Financial ManagemeManageme
ntnt
Financial Financial ManagemeManageme
ntnt
EVALUATION
MODULE 4: EVALUATION
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
BRIDGE PROGRAM OVERVIEW
WHAT IS INNOVATION?
EXAMPLES OF DISRUPTIVE INNOVATION
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
DESIRABLEILLUMINATION
FEASIBLEINFRASTRUCTURE + DELIVERY
VIABLEMONETIZATION OF SERVICE
THOMAS EDISION: THE LIGHTBULB IN CONTEXT
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
DESIRABLECONVENIENCE, SIMPLICITY, COFFEE ON DEMAND
FEASIBLEPATENTED BREWING PROCESS
VIABLEBUILT IN REOCCURRING REVENUE, HIGH SWITCHING COSTS
DISRUPTION OF A COMMODITY PRODUCT
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
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CONTEXT: APPLE’S DISRUPTIVE INNOVATION
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
BUSINESS MODEL= ENGINE
FINANCIAL MODEL= FUEL OR ENERGY
BUSINESS PLAN= ROAD OR TRIP PLAN
BUSINESS MODELS: RELATED BUT OFTEN CONFUSED
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
BRIDGE PROGRAM OVERVIEW
WHAT IS A BUSINESS MODEL?
WHAT ARE WE GOING TO DO NOW?
PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM
OfferingOffering
OFFERValue Proposition: The Job
Problem Solved + Need Satisfied
Customer Relationships
Customer Relationships
CUSTOMER-RELATIONSHIPSReach, Treat, Communicate,
Collaborate
Customer
Segments
Customer
Segments
CUSTOMER-SEGMENTS
Mass, Niche- Long Tail, Two Sided
Distribution Channels
Distribution Channels
CUSTOMER-CHANNELS
Direct, Indirect
INFRASTRUCTURE-PARTNERS
Buyer-Supplier, Joint Venture, Co-Creation
Key Activities
INFRASTRUCTURE-ACTIVITIES
Product, Platform, Problem Solving
INFRASTRUTURE-RESOURCES
Tangible- Capital Intensive,
Intangible- Process, IP, Talent,
Financial-Capital
Cost StructureCost Structure
VALUE- COSTCost or Value Driven
Fixed vs. Variable
Revenue
VALUE- REVENUE- RETURN
Selling, Renting, Leasing, Fees, Other
Measures
BUSINESS MODEL BASICS
Inspired by: Alex Osterwalder Business Model Innovation Hub