企业商业模式的创新与改进

1、Your Business Model how to identify and improve itLa Trobe University, Melbourne, July 2007the menuwhats ontoday?the alchemy of business model innovationfirst: what are your expectations for today?example of business model innovationwaste water treatment systemsoffercustomer segmentrevenue streamdis

2、tribution channelwaste water treatment systemCanadian mining sitesone time sales feesales forceidea!sell waste water treatment systemCanadian mining sitesone time sales feesales forcetotal waste water treatment managementCanadian mining sitesrecurring service feesales forcean exerciselets doto under

3、standyour offersyour client segmentsyour channelsoffersclient segmentsdistribution channelsconsultingbanking executivespersonal networkbanking knowledgebanking professionalsdedicated websitetrainingprogramsell waste water treatment systemCanadian mining sitesone time sales feesales forcecore activit

4、iescore capabilitiescostspartner networkclient relationshipbuild treatment systemswater treatment knowledgeproduction costssuppliersfollow-upbuild treatment systemswater treatment knowledgeproduction costssuppliersfollow-uptotal waste water treatment managementCanadian mining sitesrecurring service

5、feesales forcedispatch repair teamserror free systems developmentcall centervariable costs of repair servicesbusiness model templateVALUEPROPOSITIONCOSTSTRUCTURECUSTOMERRELATIONSHIPTARGETCUSTOMERDISTRIBUTIONCHANNELVALUECONFIGURATIONCORECAPABILITIESPARTNERNETWORKREVENUESTREAMSINFRASTRUCTURECUSTOMEROF

6、FERFINANCEhttp:/business-model-the basics of identifying and improving business models1. describe it2. discuss it3. improve it4. implement it1. describe itDevelopment planQuisque augue felis, commodo a, elementum id, faucibus id, sem. Aenean rutrum enim. Praesent pulvinar dignissim nisl. Cras a nunc

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9、ipsum dolor sit amet, consectetuer adipiscing elit. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Maecenas vel enim et metus semper fringilla. Donec ornare arcu. Maecenas faucibus ligula convallis nibh. Mauris dui quam, congue eu, commodo nec, tristique in, en

10、im. Nulla auctor semper urna. Quisque a elit eu purus iaculis vestibulum. Aliquam dictum risus at odio. Fusce at lorem et elit faucibus placerat. Aenean velit. Proin elit odio, blandit et, scelerisque quis, pulvinar a, dui. Nunc magna dolor, bibendum ut, accumsan congue, tincidunt sit amet, neque. P

11、roin consequat tincidunt lacus. In urna dui, congue nec, tincidunt sit amet, facilisis imperdiet, lorem. Morbi sed nibh. Vivamus vitae dolor. Ut bibendum volutpat mi. Pellentesque quis magna non lectus elementum pretium. Aliquam quis est vitae arcu consequat fringilla. Cras magna risus, placerat ege

12、t, egestas consectetuer, ornare vel, felis. Nam ornare justo id orci mattis ultricies. Morbi luctus. Ut pretium odio ac libero. Nunc sollicitudin pharetra lorem. Aenean scelerisque, lacus eget ullamcorper scelerisque, ipsum urna viverra mi, eget viverra quam eros eget velit. Ut lacinia feugiat purus

13、. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Etiam nunc nisl, aliquam blandit, luctus id, commodo laoreet, sem. Phasellus sit amet orci ut sapien vulputate pellentesque. Pellentesque dapibus purus et quam. Nam sit amet magna in neque dignissim sodales. Aene

14、an non justo nec magna lobortis volutpat. StrategyLorem ipsum dolor sit amet, consectetuer adipiscing elit. Cras in tortor. Sed posuere erat. Maecenas pulvinar nulla eu magna. Vivamus semper, risus ut egestas pulvinar, lectus ante feugiat quam, sit amet congue odio lacus ac ipsum. Aliquam suscipit,

15、est ut volutpat vulputate, nulla felis pulvinar libero, non ornare libero ipsum tristique tortor. Fusce sed lorem vitae justo feugiat malesuada. Donec aliquet. Vivamus semper eros nec diam. Vivamus sem arcu, imperdiet nec, congue ac, scelerisque vel, nulla. Donec et mauris. Integer a nulla vulputate

16、 pede consequat euismod. Praesent molestie urna nec leo. Proin eros. Maecenas ac sem nec dui sodales tempus. Maecenas suscipit egestas velit. Suspendisse vel tortor. Proin imperdiet, sem nec aliquet ultrices, nunc est egestas eros, non hendrerit magna eros eget augue. Maecenas sed leo vitae leo fauc

17、ibus vulputate. Proin dignissim eros at augue. Nam luctus nulla non nibh. Nam at lorem ac mauris laoreet viverra. In placerat consequat nunc. Donec rhoncus nunc ac urna. Integer vestibulum condimentum orci. Fusce velit turpis, malesuada quis, scelerisque ut, eleifend vitae, ipsum. Vestibulum eu erat

18、. Vestibulum justo nisl, tincidunt et, semper vel, tristique quis, eros. Vestibulum tempus, massa vel consectetuer congue, erat magna consequat purus, a facilisis orci nibh vitae purus. Nam tincidunt venenatis ligula. Nunc orci nulla, ornare quis, lobortis viverra, dapibus at, turpis. Suspendisse si

19、t amet nisl at enim tincidunt blandit. Curabitur augue est, suscipit sed, egestas sit amet, vehicula vitae, tellus. Maecenas nec metus vel nisi interdum pellentesque. WordsTextTextText18%300%12%1%we dont really know how to2. discuss itbut there is no common language3. improve itwe dont really have t

20、he tools4. implement itHereCEOs10Managers60HereStaff360Okeverything else than plannedmainthechallengethink outside-of-the boxinsanity: doing the same thing over and over again and expecting different resultsAlbert Einstein“”enabling business model innovationuser-centeredcreativity & explorationi

21、nterdisciplinary approachstrategic fitmore exampleswhats the connection?activitiesprecision micro-engineeringcostspartnersclient relationshipmechanical watchesluxury buyersrevenue streamschannelsmechanicaljointspatientsCemex exampleactivitiescore competenciescostspartnersclient relationshipcement by

22、cubic meterbuildersrevenue streamschannelscement delivered during time windowon time deliveryfleet managementthe business model design process1. identify interdisciplinary stakeholders- set-up team2. understand (business) environment frame problem3. suspend reality- ideate4. bring back reality - pro

23、totype5. chose suitable design- decide6. execute- project portfolio7.evaluate, learn and redesign- manage improvementAlexander Osterwalder, PhDall photos from Flickrunder a creative commons licenseauthors indicated in comment page of pptannex Iotherthe business modelers toolboxco-creationideationvis

24、ualizationprototypingsome examplesGoldcorpmininglow costs through open explorationCUSTOMERRELATIONSHIPSCUSTOMERSEGMENTSexploitingmines“geology prize”500000 $USREVENUESTREAMSDISTRIBUTIONCHANNELSGoldcorp publicly shared all of its geological data and offered US$ 500000 in prizes for determining where

25、they might find the next 6 million ounces of goldresearchfrom copyright to creative commonsSkypefree VoIP & value added servicessoftware developmentwebsiteglobal(non segmented)deliver voice & video quality“eBay”large scalelow margininternetsoftware developmentfree voice-over-IP VoIP telephon

26、y & value-added services1291 Cityhomeslow cost accommodation New Yorklow costCUSTOMERRELATIONSHIPSthe cost sensiblerenting out roomskeep down costsapartment ownersrentsDISTRIBUTIONCHANNELSfind demandyoung curious Swisslow-cost hotel/rental in New York CityTecnovatelow-cost multi-lingual call cen

27、ter outsourcinglow costCUSTOMERRELATIONSHIPSEuropean corporationsACTIVITYCONFIGURATIONkeep down costs“import” young curious Europeans to India to workREVENUESTREAMSDISTRIBUTIONCHANNELSbusiness process outsourcing “up-side down” in Indiafrom bloated head to the long tailVALUEPROPOSITIONCOSTSTRUCTUREC

28、USTOMERRELATIONSHIPTARGETCUSTOMERDISTRIBUTIONCHANNELVALUECONFIGURATIONCORECAPABILITIESPARTNERNETWORKREVENUESTREAMSFREE advertising supported mobile telephonymobile network operator that “rents out” capacity to Blyksubscribers fill out profile on the Internetmarketing to mobile users with an interest

29、ing advertising profileregular ad messages via mobile phonemarketingpaying mobile phone minutesthe young and the hipincreasing the number of mobile phone users with the right profile to increase the value for advertisersINFRASTRUCTURECUSTOMEROFFERFINANCEaccess to a pool of targeted young advertising

30、 publicadvertising feesfinding and contracting advertisersadvertiserssales forceannex IIbusiness model templateVALUEPROPOSITIONCOSTSTRUCTURECUSTOMERRELATIONSHIPTARGETCUSTOMERDISTRIBUTIONCHANNELVALUECONFIGURATIONCORECAPABILITIESPARTNERNETWORKREVENUESTREAMSINFRASTRUCTURECUSTOMEROFFERFINANCEa business

31、model describes the value an organization offers to various customers and portrays the capabilities and partners required for creating, marketing, and delivering this value and relationship capital with the goal of generating profitable and sustainable revenue streamsVALUEPROPOSITIONCOSTSTRUCTURECUS

32、TOMERRELATIONSHIPTARGETCUSTOMERDISTRIBUTIONCHANNELVALUECONFIGURATIONCORECAPABILITIESPARTNERNETWORKREVENUESTREAMSgives an overall view of a companys bundle of products and servicesportrays the network of cooperative agreements with other companiesdescribes the channels to communicate and get in touch

33、 with customersdescribes the arrangement of activities and resourcesexplains the relationships a company establishes with its customerssums up the monetary consequences to run a business modeldescribes the revenue streams through which money is earneddescribes the customers a company wants to offer

34、value tooutlines the capabilities required to run a companys business modelINFRASTRUCTURECUSTOMEROFFERFINANCEdescribing a companys business modelVALUEPROPOSITIONvalue proposition 1value proposition 2OFFERdescribing a companys offerVALUEPROPOSITIONTARGETCUSTOMERvalue proposition 1value proposition 2t

35、arget customer 1target customer 2CUSTOMEROFFERdescribing who a company offers value toVALUEPROPOSITIONTARGETCUSTOMERDISTRIBUTIONCHANNELvalue proposition 1value proposition 2distribution channel 1distribution channel 2target customer 1target customer 2CUSTOMEROFFERdescribing how a company reaches its customersVALUEPROPOSITIONTARGETCUSTOMERCUSTOM