41631 lecture 1 pt3 bmc
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The document introduces the business model canvas, a strategic management template for developing new or documenting existing business models. It describes the nine blocks of the canvas - key partners, key activities, key resources, value propositions, customer relationships, customer segments, channels, revenue streams, and cost structure. The document uses Spotify as an example to demonstrate how its business model differs from conventional retail and provides exercises for applying the canvas to analyze a technology's value proposition and identify suitable customer segments.
41631 lecture 1 pt3 bmc
- 1. Welcome to 41631 Business Model Canvas Thomas J. Howard thow@mek.dtu.dk Unless otherwise stated, this material is under a Creative Commons 3.0 Attribution–Share-Alike licence and can be freely modified, used and redistributed but only under the same licence and if including the following statement: “Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark”
- 2. Business Model Canvas http://upload.wikimedia.org/wikipedia/commons/1/10/Business_Model_Canvas.png Business Model Generation By Alexander Osterwalder & Yves Pigneur ISBN13: 978-2-8399-0580-0 2 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark
- 3. 3 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark
- 4. Customer Segments • Mass market • Niche market • Segmented • Diversified • Multisided platforms ? 4 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark
- 5. Value Propositions • Newness • Performance • Customisation • “Get the job done” • Styling • Brand/status • Price • Cost reduction • Risk reduction • Accessibility • Convenience/usability ? 5 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark
- 6. ? Channel Types • Sales force • Web sales • Own stores Awareness stores • Partner • Wholesaler Channel Phases Awareness Evolution Purchase Delivery After sales 6 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark
- 7. Customer Relationships • Personal assistance • Dedicated personal assistance • Self-service Awareness service • Automated • Communities • Co-creation ? 7 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark
- 8. Revenue Streams • Asset sales • Usage fee • Subscription fee ? • Lending/Renting/Leasing • Licensing Awareness • Brokerage fees • Advertising 8 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark
- 9. Key resources • Physical/material • Intellectual • Human • Financial ? Awareness 9 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark
- 10. Key activities • Production • Problem solving • Platform/network Awareness ? 10 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark
- 11. Key partners • Optimisation & economies of scale • Reduction of risk and uncertainty • Acquisition of particular resources and activities Awareness ? 11 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark
- 12. Cost structure • Cost driven • Value driven • Fixed costs • Variable costs Awareness • Economies of scale • Economies of scope ? 12 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark
- 13. Exercise In your teams, try to draw up the Spotify business model... how does it differ from conventional retail? 13 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark
- 14. Value Propositions • Newness • Performance • Customisation What is the • “Get the job done” • Styling value • Brand/status proposition of your • Price • Cost reduction • Risk reduction • Accessibility technology? • Convenience/usability 14 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark
- 15. Figure out what parameters your technology outperforms other Then work out how this may be of value to a user Now lets try to identify some customer technology or customer... segments that will really ...Now the benefit from the CBS students can be value proposition. involved! 15 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark
- 16. ? 16 Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development 2013 Department of Mechanical Engineering, Technical University of Denmark