Business Model Workshop
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This document summarizes an agenda for a business model workshop hosted by Kristian Krämer of the Alexandra Institute. The agenda includes a presentation on the Business Model Canvas and 10 new rules for the automotive industry. The workshop will guide participants through exercises to identify their value propositions, customer segments and needs, competitors, and fitting their project into the Business Model Canvas. The document provides background on business models and their key components to establish a shared understanding among participants.
Business Model Workshop
- 1. Click to edit Master titlestyle Business Model Workshop Kristian Krämer, Alexandra Institute
- 2. Click to me Master titlestyle About edit • First Motion Partner • Alexandra Institute – Private company working with pervasive computing technologies – Working in the department of Business Understanding • Business Models and Value Chains • Cluster Development • Cross-sectorialSpillovers October 19, 2011 Page 2
- 3. Click to edit Master titlestylehour Agenda for the next 1.5 • 10 new rules for the AV-industry – by Thomas Mai • Presentation of the Business Model Generation Canvas • Workshop – Do you know your Value Propositions? – Do you know your Custom Segments (target group/audience)? • What are their needs? – Do you know your competitors? • Get inspired by your competitors October 19, 2011 Page 3
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- 5. Any comments on that? Click to edit Master titlestyle October 19, 2011 Page 5
- 6. Click tois a Business Model? What edit Master titlestyle • The starting point for any good discussion about business model innovation should be a shared understanding of what a business model actually is. – A business model describes how an organization (project) creates, delivers, and captures value – A description of how a company earn their money (or how they want to earn their money) on a product or service – A description of “the real world” in a simplified way – A simplified description of how the company drives it’s business October 19, 2011 Page 6
- 7. Click tois a Business Model What edit Master titlestyle • The challenge is, that the concept must be simple, relevant, and understandable, while not oversimplifying the complexities of how enterprises function. October 19, 2011 Page 7
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- 9. First of all…… Click to edit Master titlestyle It is not easy to build an unique Business Model October 19, 2011 Page 9
- 10. Click to editModel Canvas Business Master titlestyle INFRASTRUCTURE VALUES CUSTOMERS COSTUMER KEY ACTIVITIES RELATIONSHIPS VALUE CUSTOMER KEY PARTNERS PROPOSITIONS SEGMENTS KEY RESOURCES CHANNELS COST STRUCTURE FINANCE REVENUE STREAMS This Business Model contains 9 different building blocks in 4 areas October 19, 2011 Page 10
- 11. Click to editModel Canvas Business Master titlestyle INFRASTRUCTURE VALUES COSTUMER COSTUMER KEY ACTIVITIES RELATIONSHIPS Customer relationships are established and …by performing a VALUE CUSTOMER KEY PARTNERSHIPS maintained with each number of activities PROPOSITIONS SEGMENTS Customer Segment. Seeks to solve Some activities are The segment(s) of customer problems and outsourced and some customers that are satisfy customer needs. resources are acquired addressed by the value outside the enterprise. KEY RESOURCES Its important to know CHANNELS proposition. their needs Key resources are the Value propositions are assets required to offer delivered to customers and deliver your through communi- product(s) cation, distribution, and sales Channels. COST STRUCTURE FINANCE REVENUE STREAMS Revenue streams come The business model from value propositions elements result in the successfully offered to cost structure. customers. October 19, 2011 Page 11
- 12. Click to – iTunes/iPod Business Model Apple edit Master titlestyle October 19, 2011 Page 12
- 13. Click to edit Master titlestyle October 19, 2011 Page 13
- 14. Click to editModel Canvas Business Master titlestyle October 19, 2011 Page 14
- 15. Click toPropositions Value edit Master titlestyle • A Value Proposition creates value for a Customer Segment through a distinct mix of elements related to the segment’s needs. Values may be quantitative (e.g. price, speed of service) or qualitative (e.g. design, customer experience). – What value do we deliver to the customer? – Which one of our customer’s problems are we helping to solve? – Which customer needs are we satisfying? – What bundles of products and services are we offering to each Customer Segment? October 19, 2011 Page 15
- 16. Click to edit Segments Customer Master titlestyle • Define your Customer Segments – How many do you have? (primary, secondary) – What are their needs? – How do they spend their (spare)time? – What are they consuming? – Who are their favourite brands? • Make a description of each segments • How will you reach each segment in your marketing strategy? October 19, 2011 Page 16
- 17. Workshop Click to edit Master titlestyle • Read the documents about the Business Model Canvas & Multi-Sided Platform. • Describe your project’s Value Propositions – Why should the Customer use or buy your product? • Describe your Customer Segments – Read the document about Customer Insights • Put your project into the Business Model Canvas October 19, 2011 Page 17
- 18. Click to edit Master titlestyle Thankyou KristianKrämer RESEARCH & INNOVATIONSSPCIALIST Business & Processes ALEXANDRA INSTITUTTET A/S @: kristian.kramer@alexandra.dk M: +45 26 12 33 00
Editor's Notes
- #2: First a presentation of the Business Model Generation Canvas from the book ”Business Model Generation” by OsterwalderThen we start the workshopYou have to describe your Value Propositions and Custom SegmentsIf we have the time you have to analyse your competitors
- #3: Here we got some quotes about ‘what is a Business Model’ ?Important: It has to be a shared understanding
- #4: It has to be simple and understandable – while not simplifying the complexities
- #5: On a theoretical level it looks simple to build a Business modelBut on a practical level it is very difficult
- #6: If we take a look on the MB you will see that itcontains 9 different building blocks in 4 areasWe will focus on the Values/Customers/Finance part of the Business Model
- #8: Here is an example just to give an idea how to useCS: Music freaks, Design freaks, Apple fansVP: You can have your music library in your pocket when you’re travelling
- #9: Thisone shows how to be more creative/artistic in the workwith the Business Model Canvas
- #10: Here is the canvas as it looks in the book