@AlexOsterwalder
Tools to Help You Run Your Business
Strategyzer.com#bmgen
1+ mio / 30+ languages
?So why do we need business tools
anyways?
6
80%
Our age of anxiety is the result of trying to do today’s jobs with yesterday’s tools.
– Marshall McLuhan, philosopher
“”
12
4y+4y+5y=13y
?what got our team interested in
business tools?
The Business Model Canvas
?What happens when you discuss business models (and value propositions) without a
shared language
(smart people sitting around a table)
?how do you call this phenomenon?
blah blah blah
the land of ...
Any problem can be made clearer with a picture– Dan Roam, Author
“ ”
The Business Model Canvas
Revenue Streams
Channels
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com
BUILDING
BLOCKBUILDING
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BUILDING BLOCK
BUILDING BLOCKBUILDING
BLOCK
BUILDING
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BUILDING BLOCK
BUILDING BLOCK
BUILDING
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great business tools are conceptually sound, have a great
UI and offer an excellent UX
?is one tool enough?
The Value Proposition
Canvas
#vpcbookOctober 2014
The Business Model Canvas
Revenue Streams
Channels
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com
this is one of your customer segments
The Business Model Canvas
Revenue Streams
Channels
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com
this is what you’re offering your customers
The Business Model Canvas
Revenue Streams
Channels
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com
Hygiene Solutions
Users (Bathrooms)
Facility Managers
Resellers
The Business Model Canvas
Revenue Streams
Channels
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com
VP for UsersUsers
(Bathrooms)
Facility Managers
Resellers
VP for Facility
Managers
VP to Resellers
The Business Model Canvas
Revenue Streams
Channels
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com
and for us techies there’s another reason we need
business tools
put yourself into your customer’s
shoes
we can understand her better by describing
three things
The focus should be on what jobs customers are trying to get done.
– Tony Ulwick, Founder Strategyn
“”
We hire products to do things for us.
– Clayton Christensen, Harvard Professor
“ ”
What are the jobs-to-be-done of a CIO?
What are the pains of a CIO? (e.g. problems, risks, obstacles, …)
What gains are CIOs looking for? (e.g. required or desired outcomes and benefits)
Which ones are the high value jobs you might want to focus on?
industry-specific
industry-specific
industry-specific
industry-specific
industry-specific
industry-specific
industry-specific
Your Customer Profile
Customer Profile choose one customer
segment from your business model and profile it
!REMEMBER your solution is not part of the customer profile!
it’s still the value proposition you’re offering
your customer
you can understand it better by again
describing three things
how your products & services are killing your
customer’s pains
how your products & services produce gains your customers expect, want, or desire
Design a Product, Service or Feature
strategyzer.com
Gain Creators
Pain Relievers Pains
Gains
Products& Services
CustomerJob(s)
The Value Proposition Canvas
Value Proposition Customer Segment
strategyzer.comThe makers of Business Model Generation and StrategyzerCopyright Business Model Foundry AG
Put Feature Here
How Does it Kill Pains
How Does it
Create Gains
strategyzer.com
Gain Creators
Pain Relievers Pains
Gains
Products& Services
CustomerJob(s)
The Value Proposition Canvas
Value Proposition Customer Segment
strategyzer.comThe makers of Business Model Generation and StrategyzerCopyright Business Model Foundry AG
strategyzer.com
Gain Creators
Pain Relievers Pains
Gains
Products& Services
CustomerJob(s)
The Value Proposition Canvas
Value Proposition Customer Segment
strategyzer.comThe makers of Business Model Generation and StrategyzerCopyright Business Model Foundry AG
Put Feature Here
How Does it Kill Pains
How Does it
Create Gains
Testing
The Business Model Canvas
Revenue Streams
Channels
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com
BUILDING
BLOCKBUILDING
BLOCK
BUILDING BLOCK
BUILDING BLOCKBUILDING
BLOCK
BUILDING
BLOCK
BUILDING BLOCK
BUILDING BLOCK
BUILDING
BLOCK
BUILDING BLOCK
BUILDING BLOCK
BUILDING BLOCK
Hypothesis 1: People are interested in using an iPad
App to sketch out business models
Hypothesis 2: Buyers would pay approximately 29.-
USD for it
Design a test to prove these hypothesis right or
wrong
Having data, doesn’t mean you have
proof
Test Cards
Hypothesis 1: People are interested in using an iPad
App to sketch out business models
People are interested in using an iPad App to sketch out business models
create a landing page with email sign-up
People are interested in using an iPad App to sketch out business models
the proportion of people who sign up compared to total website visitors
create a landing page with email sign-up
People are interested in using an iPad App to sketch out business models
over 20% of visitors sign up
create a landing page with email sign-up
People are interested in using an iPad App to sketch out business models
the proportion of people who sign up compared to total website visitors
Write Your Own Test Card
strategyzer.com
Gain Creators
Pain Relievers Pains
Gains
Products& Services
CustomerJob(s)
The Value Proposition Canvas
Value Proposition Customer Segment
strategyzer.comThe makers of Business Model Generation and StrategyzerCopyright Business Model Foundry AG
Put Feature Here
How Does it Kill Pains
How Does it
Create Gains
What needs to be true for this feature to work and create value?
What needs to be true for this feature to work and create value?
e.g. XYZ is an extreme pain for customer X
?why don’t we have more integrated strategic
business tools?
Strategyzer.com#bmgen
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