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Lecture on Business Model Generation @ Zeppelin University

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Sebastian Fittko

The document is a lecture presentation on e-business models given at Zeppelin University, covering topics such as the definition, building blocks, and examples of business models. It emphasizes the importance of understanding customer segments, value propositions, and revenue streams, as well as key activities and partnerships. The lecture includes various business model examples, including Skype, Xing, Amazon, and eBay, highlighting their unique approaches and revenue mechanisms.

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Lecture on E-Business Models @ Zeppelin University, 09.28.2012 1
Business Models
01 What is a b_model? 02 Building blocks of a b_model 03 Create a b_model 04 Example b_models
Q&A Q&A Q&A Q&A Q&A Q&A Q&A
01 What is a b_model? 02 Building blocks of a b_model 03 Create a b_model 04 Example b_models
What is a Business Model? Business Model Lecture | © 2012 relevantive AG
Group work! What is a business model? Business Model LectureImage curtsey: http://1.bp.blogspot.com/-ZVgDabCg3z0/UDKCBR_JJlI/AAAAAAAAAvI/7cnvydrHZKA/s1600/IMG_1183.JPG | © 2012 relevantive AG
Bla Bla Bla Bla Bla Business Model Lecture | © 2012 relevantive AG Image curtsey: http://1.bp.blogspot.com/-Z1uan5VaCzA/Ty9mLiltA3I/AAAAAAAAFXU/7WD9NGjYp3k/s1600/business-meeting.jpg
Business Model Lecture | © 2012 relevantive AG
Day Month Year No. Who are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value? Who are our key suppliers? Our Distribution Channels? Which one of our customer’s problems are we helping to solve? Segments expect us to establish and maintain with them? Who are our most important customers? Which Key Resources are we acquiring from partners? Customer Relationships? What bundles of products and services are we offering to each Customer Segment? Which ones have we established? Which Key Activities do partners perform? Revenue streams? Which customer needs are we satisfying? How are they integrated with the rest of our business model? How costly are they? What Key Resources do our Value Propositions require? Through which Channels do our Customer Segments Our Distribution Channels? Customer Relationships? want to be reached? Revenue Streams? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? What are the most important costs inherent in our business model? For what value are our customers really willing to pay? Which Key Resources are most expensive? For what do they currently pay? Which Key Activities are most expensive? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? 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. Business Model Lecture | © 2012 relevantive AG
Day Month Year No. Who are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value? Who are our key suppliers? Our Distribution Channels? Which one of our customer’s problems are we helping to solve? Segments expect us to establish and maintain with them? Who are our most important customers? Which Key Resources are we acquiring from partners? Customer Relationships? What bundles of products and services are we offering to each Customer Segment? Which ones have we established? Which Key Activities do partners perform? Revenue streams? Which customer needs are we satisfying? How are they integrated with the rest of our business model? How costly are they? What Key Resources do our Value Propositions require? Through which Channels do our Customer Segments Our Distribution Channels? Customer Relationships? want to be reached? Revenue Streams? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? What are the most important costs inherent in our business model? For what value are our customers really willing to pay? Which Key Resources are most expensive? For what do they currently pay? Which Key Activities are most expensive? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? 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. Business BIG thanks to Alex Osterwalder! You can download the here: http://www.businessmodelgeneration.com/downloads/business_model_canvas_poster.pdf Model Lecture | © 2012 relevantive AG
01 What is a b_model? 02 Building blocks of a b_model 03 Create a b_model 04 Example b_models
Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
Value Proposition Newness Business Model Lecture | © 2012 relevantive AG http://www.flickr.com/photos/72439897@N02/6623264623/sizes/l/in/photostream/ Image curtsey:
Business Model Lecture | © 2012 relevantive AG
Value Proposition Performance Business Model Lecture | © 2012 relevantive AG Image curtsey: http://www.babez.de/wp-content/myfotos/bf-performance-gt660/bf-performance-gt-660-02.jpg
Business Model Lecture | © 2012 relevantive AG
Value Proposition Customization Business Model Lecture | © 2012 relevantive AG http://weirdnews.about.com/od/weirdphotos/ig/Geoff-Ostling-Tattoos/Armpit.htm
Business Model Lecture | © 2012 relevantive AG
Value Proposition Getting things done Business Model Lecture | © 2012 relevantive AG http://capmembers.com/media/cms/working_together_in_space_hires_E77D1F50E1332.jpg
Business Model Lecture | © 2012 relevantive AG
Value Proposition Design, UX, CX Business Model Lecture | © 2012 relevantive AG http://3.bp.blogspot.com/_wuUoxyO0BNI/TCsb1xIOeuI/AAAAAAAAIWw/k9ph1nqXj2w/s1600/P1040804.JPG
Business Model Lecture | © 2012 relevantive AG
Value Proposition Price Business Model Lecture | © 2012 relevantive AG http://www.gemeinde-asbach.de/img/ALDI.JPG
Business Model Lecture | © 2012 relevantive AG
Value Proposition Cost reduction Business Model Lecture | © 2012 relevantive AGhttp://cdn.physorg.com/newman/gfx/news/hires/2012/1-containershi.jpg
Business Model Lecture | © 2012 relevantive AG
Value Proposition Risk reduction Business Model Lecture | http://files.mercedes-fans.de/images/2010/09/mercedes-benz-hightech-airbag-gurtstraffer-w126-innovationtf012.jpg © 2012 relevantive AG
Business Model Lecture | © 2012 relevantive AG
Value Proposition Accessibility Business Model Lecture | © 2012 relevantive AG http://www.airlinereporter.com/wp-content/uploads/2010/10/airlines1.jpg
Business Model Lecture | © 2012 relevantive AG
Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
Customer Segment Mass market Business Model Lecture |http://1.bp.blogspot.com/-wYRDKwwuvZk/Tq6Esx2CoAI/AAAAAAAABkg/d7jEc7vPzT0/s1600/Crowd_Obama_Inauguration_Day_Big.jpg Image curtsey: © 2012 relevantive AG
Business Model Lecture | © 2012 relevantive AG
Customer Segment Niche Market Business Model Lecture | © 2012 relevantive AG Image curtsey: http://www.trashness.com/wp-content/uploads/2012/06/preppy-hipster.jpg
Business Model Lecture | © 2012 relevantive AG
Customer Segment Segmented Business Model Lecture | © 2012 relevantivehttp://www.kotorikits.com/ekmps/shops/mummymadeit/resources/Design/father-and-son.jpg Image curtsey: AG
Business Model Lecture | © 2012 relevantive AG
Customer Segment Diversifiziert Business Model Lecture curtsey:http://4.bp.blogspot.com/-ECdDDi3kO50/TaHu-p5cQcI/AAAAAAAAAAM/np6_jKgDQ0U/s1600/Farmers-Market-foods.jpg Image | © 2012 relevantive AG
Business Model Lecture | © 2012 relevantive AG
Customer Segment Multi Sided Business Model Lecture | © 2012 relevantive AG Image curtsey: http://landarzt.files.wordpress.com/2008/10/pillen.jpg
Business Model Lecture | © 2012 relevantive AG
Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
Key Activities Customer Segment Key Ressources Channels Serving the customer Business Model Lecture | © 2012 relevantive AG
Key Activities Customer Channel Types Channel Phases Segment 01 02 03 04 05 Awareness Evaluation Purchase Delivery After sales Sales force Own Web SalesKey Ressources Own Store Partner Store Partner Wholesaler Business Model Lecture | © 2012 relevantive AG
Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
Customer relationships Personal assistance Business Model Lecture | © 2012 relevantive AG http://www.entrepreneur-resources.net/wp-content/uploads/2011/10/remote-call-center-agent.jpg
Customer relationships Dedicated Personal assistance Business Model Lecture | © 2012 relevantive AG http://www.bruchsal.org/sites/default/files/1_40_Jahre_Dinner_for_one.jpg
Customer relationships Self-service Business Model Lecture | © 2012 relevantive AG http://erickadukes.com/site/wp-content/uploads/2011/02/IMG_3889.jpg
Customer relationships Automated service Business Model Lecture | © 2012 relevantive AG
Customer relationships Communities Business Model Lecture | © 2012 relevantive AG http://www.airlinereporter.com/wp-content/uploads/2010/10/airlines1.jpg
Customer relationships Co-creation (directly) Business Model Lecture | © 2012 relevantive AG http://www.airlinereporter.com/wp-content/uploads/2010/10/airlines1.jpg
Customer relationships Co-creation (indirectly) Business Model Lecture | © 2012 relevantive AG http://www.airlinereporter.com/wp-content/uploads/2010/10/airlines1.jpg
Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
Revenue Streams Service Sales Business Model Lecture | © 2012 relevantive AG
Revenue Streams Subscription Business Model Lecture | © 2012 relevantive AG
Revenue Streams Retail Business Model Lecture | © 2012 relevantive AG
Revenue Streams Commision Business Model Lecture | © 2012 relevantive AG
Revenue Streams Licensing Business Model Lecture | © 2012 relevantive AG
Revenue Streams Licensing Business Model Lecture | © 2012 relevantive AG
Revenue Streams Advertising Business Model Lecture | © 2012 relevantive AG
Revenue Streams Renting Business Model Lecture | © 2012 relevantive AG http://www.airlinereporter.com/wp-content/uploads/2010/10/airlines1.jpg
Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
01 What is a b_model? 02 Building blocks of a b_model 03 Create a b_model 04 Example b_models
Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
KP KA VP C CS KR CR CS RS Business Model Lecture | © 2012 relevantive AG
BM Business Model Lecture | © 2012 relevantive AG
01 What is a b_model? 02 Building blocks of a b_model 03 Create a b_model 04 Example b_models
7 B_Models Business Model Lecture | © 2012 relevantive AG
B_model: Service sales Skype Business Model Lecture | © 2012 relevantive AG
Subscription: Skype Key Partner Key Activities Value Channels Customer Proposition Segment Free calls (almost), chat Mass market and video. Key Easy to use. Customer Resources Relationship Cost Structure Revenue Streams Cost like an internet Prepaid. Fee for company fixed line calls Business Model Lecture | © 2012 relevantive AG
Subscription: Skype Anybody with Key Partner Key Activities Value Channels Customer internet. Proposition Segment Disruptive value Free calls proposition. (almost), chat Mass market and video. Key Easy to use. Customer Resources Relationship Small percentage of paying „Same“ product than telco costumers, but large but different cost structure. customer base Cost Structure Revenue Streams Cost like an internet Prepaid. Fee for company fixed line calls Business Model Lecture | © 2012 relevantive AG
Subscription: Skype Anybody with Key Partner Key Activities Value Channels Customer internet. Proposition Segment Disruptive value Free calls proposition. (almost), chat Mass market and video. Not beeing able to Key Customer Easy to use. scale or monetize. Resources Relationship Small percentage of paying „Same“ product than telco costumers, but large but different cost structure. customer base Cost Structure Revenue Streams Cost like an internet Prepaid. Fee for company fixed line calls Business Model Lecture | © 2012 relevantive AG
B_model: subscription XING Business Model Lecture | © 2012 relevantive AG
Subscription: XING Key Partner Key Activities Value Channels Customer Proposition Segment Network for Professionals professionals Key Access to Customer Resources Headhunter professionals Relationship Cost Structure Revenue Streams Yearly subscription fee Usage fee Business Model Lecture | © 2012 relevantive AG
Subscription: XING Key Partner Key Activities Value Channels Customer Proposition Segment Lock in and network effects Network for Professionals professionals Key Access to Customer Resources Headhunter professionals Relationship Most people forget, that they are subscriber. Cost Structure Revenue Streams Yearly subscription fee Usage fee Business Model Lecture | © 2012 relevantive AG
Subscription: XING Key Partner Key Activities Value Channels Customer Proposition Segment Lock in and network effects Network for Professionals professionals RISK: Beliefe that people like to be held captive. Value for the customer ➔ Usage!Key Access to Customer Resources Headhunter professionals Relationship Most people forget, that they are subscriber. Cost Structure Revenue Streams Yearly subscription fee Usage fee Business Model Lecture | © 2012 relevantive AG
Revenue Streams Retail Business Model Lecture | © 2012 relevantive AG
Retail: Amazon Key Partner Key Activities Value Channels Customer Proposition Segment Best prices, recommonda tion, trust Mass market and zero Key shipping Customer Resources costs and Relationship retour. Cost Structure Revenue Streams Selling Online and offline (logistics). ownership. Business Model Lecture | © 2012 relevantive AG
Retail: Amazon Key Partner Key Activities Value Channels Customer Proposition Segment Best prices, recommonda tion, trust Mass market and zero Key shipping Customer Resources costs and Relationship retour. Logistic cost are critical to be profitable. Cost Structure Revenue Streams Selling Online and offline (logistics). ownership. Business Model Lecture | © 2012 relevantive AG
Retail: Amazon Key Partner Key Activities Value Channels Customer Proposition Segment Risk: Treating Best prices, online like offline. recommonda Hight return costs. tion, trust Mass market Low margin: 0-3%. and zero Key shipping Customer Resources costs and Relationship retour. Logistic cost are critical to be profitable. Cost Structure Revenue Streams Selling Online and offline (logistics). ownership. Business Model Lecture | © 2012 relevantive AG
Revenue Streams Commision Business Model Lecture | © 2012 relevantive AG
Commision: ebay Key Partner Key Activities Value Channels Customer Proposition Segment Buying Buyer Products Key Selling Customer Resources Relationship Seller products Cost Structure Revenue Streams Post auction fee Pre auction fee Business Model Lecture | © 2012 relevantive AG
Commision: ebay Key Partner Key Activities Value Channels Customer Proposition Segment Buying Buyer Products Create diverse and Trustworthy Key Selling Customer great no. of transactions Resources for private Relationship Seller and professional sellers products offers Cost Structure Revenue Streams Post auction fee Pre auction fee Business Model Lecture | © 2012 relevantive AG
Commision: ebay Key Partner Key Activities Value Channels Customer Proposition Segment Attractive products Buying and prices Buyer Products Create diverse and Trustworthy Key Selling Customer great no. of transactions Resources for private Relationship Seller and professional sellers products offers Thinking your clients won’t deal behind your back Cost Structure Revenue Streams Post auction fee Pre auction fee Business Model Lecture | © 2012 relevantive AG
Revenue Streams Licensing Business Model Lecture | © 2012 relevantive AG
Licensing: apps Key Partner Key Activities Value Channels Customer Proposition Segment Product Buyer solving a pain and creating Key a gain Customer Resources Relationship Cost Structure Revenue Streams License fee Business Model Lecture | © 2012 relevantive AG
Licensing: apps Key Partner Key Activities Value Channels Customer Proposition Segment Matching hypothesis/ Product Deep assumption and with real domain Buyer solving a pain market demand. knowledge and creating Key a gain Customer Resources Relationship Cost Structure Revenue Streams License fee Business Model Lecture | © 2012 relevantive AG
Licensing: apps Key Partner Key Activities Value Channels Customer Proposition Segment Matching hypothesis/ Product Deep assumption and with real domain Buyer solving a pain market demand. limited knowledge Risk: Value for a and creating Key amount of customers. a gain Customer Beeing an agency. Resources Relationship Risk: One product and one customer. Cost Structure Revenue Streams Transaction Fee Business Model Lecture | © 2012 relevantive AG
Revenue Streams Advertising Business Model Lecture | © 2012 relevantive AG
Advertising: Google Key Partner Key Activities Value Channels Customer Valuable Proposition Segment service and information User for free. Key Customer Resources Targeted ads. Relationship Advertiser Cost Structure Revenue Streams Free product. Performace fee. Business Model Lecture | © 2012 relevantive AG
Advertising: Google Key Partner Key Activities Building trust and Value Channels Customer Valuable highly involved users Proposition Segment service and information User for free. Key Customer Resources Targeted ads. Relationship Advertiser People pay with their usage. Cost Structure Revenue Streams Free product. Performace fee. Business Model Lecture | © 2012 relevantive AG
Advertising: Google Key Partner Key Activities Building trust and Value Channels Customer Valuable highly involved users Proposition Segment service and information User for free. Key Invading people’s Customer Resources space or privacy. Targeted ads. Relationship Advertiser People pay with their usage. Cost Structure Revenue Streams Free product. Performace fee. Business Model Lecture | © 2012 relevantive AG
Revenue Streams Renting Business Model Lecture | © 2012 relevantive AG http://www.airlinereporter.com/wp-content/uploads/2010/10/airlines1.jpg
Renting: Dirve now Key Partner Key Activities Value Channels Customer Proposition Segment Individual Commuter mobility. Key Customer Resources Relationship Cost Structure Revenue Streams Renting/usage fee Business Model Lecture | © 2012 relevantive AG
Renting: Dirve now Key Partner Key Activities Value Channels Customer Proposition Segment Granting someone Individual the exclusive right to Commuter mobility. use a particular asset for a fixed period of time Key Customer Resources Relationship Cost Structure Revenue Streams Renting/usage fee Business Model Lecture | © 2012 relevantive AG
Renting: Dirve now Key Partner Key Activities Value Channels Customer Proposition Segment Granting someone Individual the exclusive right to Commuter mobility. use a particular asset for a fixed period of time Key Customer Underestimate Resources Relationship fraud Cost Structure Revenue Streams Renting/usage fee Business Model Lecture | © 2012 relevantive AG
Failed B_Models: Netflix, HiGear.com, giga.de Business Model Lecture | © 2012 relevantive AG
Launching new product by merging 2 existing. Loosing 1.000.000 customers due to bad pricing strategy. Business Model Lecture | © 2012 relevantive AG
Netflix Stock price Netflix: Jan 2010 - Jun 2011: +386% What could possibly go wrong? Business Model Lecture | © 2012 relevantive AG
Merging 2 b_models: Netflix + Qwikster Business Model Lecture | © 2012 relevantive AG
Product Netflix Key Partner Key Activities Value Channels Customer Proposition Segment Movie Customer streaming (Massmarket) service Key Customer Resources Relationship Cost Structure Revenue Streams $7,99/month Business Model Lecture | © 2012 relevantive AG
Product Qwikster Key Partner Key Activities Value Channels Customer Proposition Segment Customer DVD by mail (Massmarket) Key Customer Resources Relationship Cost Structure Revenue Streams $7,99/month Business Model Lecture | © 2012 relevantive AG
Qwikster Almost 1.000.000 Key Partner Key Activities Value Channels Customer clients left Proposition Segment Netflix tried to split branding but had to cancel the operation Combi DVD Customer by mail + (Massmarket) Brand name “-ster” referred to streaming other failed internet brands. Key Customer Resources Relationship Price raise of +60% for bundle to competition Cost Structure Revenue Streams $15,98/ month Business Model Lecture | © 2012 relevantive AG
Netflix no. of subscribers Really bad! Business Model Lecture | © 2012 relevantive AG
Netflix stock price -200% Business Model Lecture | © 2012 relevantive AG
Members can rent out luxury cars to each other. Many refer to Higear as the AirBnB* of cars. Business Model Lecture | © 2012 relevantive AG
Airbnb.com Key Partner Key Activities Value Channels Customer Proposition 2011, Some travelersSegment In June trashed and vandalized 2 apartments of AirBnB Matchmaking Renter Key After a huge PR crisis, service: Customer Resources AirBnb introduced a $50K Relationship Visitor Room for insurance policy. money Cost Structure Revenue Streams 6%-12% commission Business Model Lecture | © 2012 relevantive AG
HiGear.com Key Partner Key Activities Value Channels Customer Proposition Segment Criminal ring stole 4 vehicles worth $400.000 Matchmaking Renter service: After a PR nightmare Key Customer Luxury car Visitor Resources Higear had to close down at Relationship the start of 2012. for rent for 1/2 price of regulat rent. Cost Structure Revenue Streams 30% commission Business Model Lecture | © 2012 relevantive AG
Q&A Q&A Q&A Q&A Q&A Q&A Q&A
THX! Business Model Lecture | © 2012 relevantive AG 117
Life is a startup! Business Model Lecture | © 2012 relevantive AG 118
sebastian.fittko@relevantive.de twitter @forstartups
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Lecture on Business Model Generation @ Zeppelin University

  • 1. Lecture on E-Business Models @ Zeppelin University, 09.28.2012 1
  • 3. 01 What is a b_model? 02 Building blocks of a b_model 03 Create a b_model 04 Example b_models
  • 4. Q&A Q&A Q&A Q&A Q&A Q&A Q&A
  • 5. 01 What is a b_model? 02 Building blocks of a b_model 03 Create a b_model 04 Example b_models
  • 6. What is a Business Model? Business Model Lecture | © 2012 relevantive AG
  • 7. Group work! What is a business model? Business Model LectureImage curtsey: http://1.bp.blogspot.com/-ZVgDabCg3z0/UDKCBR_JJlI/AAAAAAAAAvI/7cnvydrHZKA/s1600/IMG_1183.JPG | © 2012 relevantive AG
  • 8. Bla Bla Bla Bla Bla Business Model Lecture | © 2012 relevantive AG Image curtsey: http://1.bp.blogspot.com/-Z1uan5VaCzA/Ty9mLiltA3I/AAAAAAAAFXU/7WD9NGjYp3k/s1600/business-meeting.jpg
  • 9. Business Model Lecture | © 2012 relevantive AG
  • 10. Day Month Year No. Who are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value? Who are our key suppliers? Our Distribution Channels? Which one of our customer’s problems are we helping to solve? Segments expect us to establish and maintain with them? Who are our most important customers? Which Key Resources are we acquiring from partners? Customer Relationships? What bundles of products and services are we offering to each Customer Segment? Which ones have we established? Which Key Activities do partners perform? Revenue streams? Which customer needs are we satisfying? How are they integrated with the rest of our business model? How costly are they? What Key Resources do our Value Propositions require? Through which Channels do our Customer Segments Our Distribution Channels? Customer Relationships? want to be reached? Revenue Streams? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? What are the most important costs inherent in our business model? For what value are our customers really willing to pay? Which Key Resources are most expensive? For what do they currently pay? Which Key Activities are most expensive? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? 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. Business Model Lecture | © 2012 relevantive AG
  • 11. Day Month Year No. Who are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value? Who are our key suppliers? Our Distribution Channels? Which one of our customer’s problems are we helping to solve? Segments expect us to establish and maintain with them? Who are our most important customers? Which Key Resources are we acquiring from partners? Customer Relationships? What bundles of products and services are we offering to each Customer Segment? Which ones have we established? Which Key Activities do partners perform? Revenue streams? Which customer needs are we satisfying? How are they integrated with the rest of our business model? How costly are they? What Key Resources do our Value Propositions require? Through which Channels do our Customer Segments Our Distribution Channels? Customer Relationships? want to be reached? Revenue Streams? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? What are the most important costs inherent in our business model? For what value are our customers really willing to pay? Which Key Resources are most expensive? For what do they currently pay? Which Key Activities are most expensive? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? 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. Business BIG thanks to Alex Osterwalder! You can download the here: http://www.businessmodelgeneration.com/downloads/business_model_canvas_poster.pdf Model Lecture | © 2012 relevantive AG
  • 12. 01 What is a b_model? 02 Building blocks of a b_model 03 Create a b_model 04 Example b_models
  • 13. Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
  • 14. Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
  • 15. Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
  • 16. Value Proposition Newness Business Model Lecture | © 2012 relevantive AG http://www.flickr.com/photos/72439897@N02/6623264623/sizes/l/in/photostream/ Image curtsey:
  • 17. Business Model Lecture | © 2012 relevantive AG
  • 18. Value Proposition Performance Business Model Lecture | © 2012 relevantive AG Image curtsey: http://www.babez.de/wp-content/myfotos/bf-performance-gt660/bf-performance-gt-660-02.jpg
  • 19. Business Model Lecture | © 2012 relevantive AG
  • 20. Value Proposition Customization Business Model Lecture | © 2012 relevantive AG http://weirdnews.about.com/od/weirdphotos/ig/Geoff-Ostling-Tattoos/Armpit.htm
  • 21. Business Model Lecture | © 2012 relevantive AG
  • 22. Value Proposition Getting things done Business Model Lecture | © 2012 relevantive AG http://capmembers.com/media/cms/working_together_in_space_hires_E77D1F50E1332.jpg
  • 23. Business Model Lecture | © 2012 relevantive AG
  • 24. Value Proposition Design, UX, CX Business Model Lecture | © 2012 relevantive AG http://3.bp.blogspot.com/_wuUoxyO0BNI/TCsb1xIOeuI/AAAAAAAAIWw/k9ph1nqXj2w/s1600/P1040804.JPG
  • 25. Business Model Lecture | © 2012 relevantive AG
  • 26. Value Proposition Price Business Model Lecture | © 2012 relevantive AG http://www.gemeinde-asbach.de/img/ALDI.JPG
  • 27. Business Model Lecture | © 2012 relevantive AG
  • 28. Value Proposition Cost reduction Business Model Lecture | © 2012 relevantive AGhttp://cdn.physorg.com/newman/gfx/news/hires/2012/1-containershi.jpg
  • 29. Business Model Lecture | © 2012 relevantive AG
  • 30. Value Proposition Risk reduction Business Model Lecture | http://files.mercedes-fans.de/images/2010/09/mercedes-benz-hightech-airbag-gurtstraffer-w126-innovationtf012.jpg © 2012 relevantive AG
  • 31. Business Model Lecture | © 2012 relevantive AG
  • 32. Value Proposition Accessibility Business Model Lecture | © 2012 relevantive AG http://www.airlinereporter.com/wp-content/uploads/2010/10/airlines1.jpg
  • 33. Business Model Lecture | © 2012 relevantive AG
  • 34. Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
  • 35. Customer Segment Mass market Business Model Lecture |http://1.bp.blogspot.com/-wYRDKwwuvZk/Tq6Esx2CoAI/AAAAAAAABkg/d7jEc7vPzT0/s1600/Crowd_Obama_Inauguration_Day_Big.jpg Image curtsey: © 2012 relevantive AG
  • 36. Business Model Lecture | © 2012 relevantive AG
  • 37. Customer Segment Niche Market Business Model Lecture | © 2012 relevantive AG Image curtsey: http://www.trashness.com/wp-content/uploads/2012/06/preppy-hipster.jpg
  • 38. Business Model Lecture | © 2012 relevantive AG
  • 39. Customer Segment Segmented Business Model Lecture | © 2012 relevantivehttp://www.kotorikits.com/ekmps/shops/mummymadeit/resources/Design/father-and-son.jpg Image curtsey: AG
  • 40. Business Model Lecture | © 2012 relevantive AG
  • 41. Customer Segment Diversifiziert Business Model Lecture curtsey:http://4.bp.blogspot.com/-ECdDDi3kO50/TaHu-p5cQcI/AAAAAAAAAAM/np6_jKgDQ0U/s1600/Farmers-Market-foods.jpg Image | © 2012 relevantive AG
  • 42. Business Model Lecture | © 2012 relevantive AG
  • 43. Customer Segment Multi Sided Business Model Lecture | © 2012 relevantive AG Image curtsey: http://landarzt.files.wordpress.com/2008/10/pillen.jpg
  • 44. Business Model Lecture | © 2012 relevantive AG
  • 45. Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
  • 46. Key Activities Customer Segment Key Ressources Channels Serving the customer Business Model Lecture | © 2012 relevantive AG
  • 47. Key Activities Customer Channel Types Channel Phases Segment 01 02 03 04 05 Awareness Evaluation Purchase Delivery After sales Sales force Own Web SalesKey Ressources Own Store Partner Store Partner Wholesaler Business Model Lecture | © 2012 relevantive AG
  • 48. Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
  • 49. Customer relationships Personal assistance Business Model Lecture | © 2012 relevantive AG http://www.entrepreneur-resources.net/wp-content/uploads/2011/10/remote-call-center-agent.jpg
  • 50. Customer relationships Dedicated Personal assistance Business Model Lecture | © 2012 relevantive AG http://www.bruchsal.org/sites/default/files/1_40_Jahre_Dinner_for_one.jpg
  • 51. Customer relationships Self-service Business Model Lecture | © 2012 relevantive AG http://erickadukes.com/site/wp-content/uploads/2011/02/IMG_3889.jpg
  • 52. Customer relationships Automated service Business Model Lecture | © 2012 relevantive AG
  • 53. Customer relationships Communities Business Model Lecture | © 2012 relevantive AG http://www.airlinereporter.com/wp-content/uploads/2010/10/airlines1.jpg
  • 54. Customer relationships Co-creation (directly) Business Model Lecture | © 2012 relevantive AG http://www.airlinereporter.com/wp-content/uploads/2010/10/airlines1.jpg
  • 55. Customer relationships Co-creation (indirectly) Business Model Lecture | © 2012 relevantive AG http://www.airlinereporter.com/wp-content/uploads/2010/10/airlines1.jpg
  • 56. Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
  • 57. Revenue Streams Service Sales Business Model Lecture | © 2012 relevantive AG
  • 58. Revenue Streams Subscription Business Model Lecture | © 2012 relevantive AG
  • 59. Revenue Streams Retail Business Model Lecture | © 2012 relevantive AG
  • 60. Revenue Streams Commision Business Model Lecture | © 2012 relevantive AG
  • 61. Revenue Streams Licensing Business Model Lecture | © 2012 relevantive AG
  • 62. Revenue Streams Licensing Business Model Lecture | © 2012 relevantive AG
  • 63. Revenue Streams Advertising Business Model Lecture | © 2012 relevantive AG
  • 64. Revenue Streams Renting Business Model Lecture | © 2012 relevantive AG http://www.airlinereporter.com/wp-content/uploads/2010/10/airlines1.jpg
  • 65. Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
  • 66. Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
  • 67. Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
  • 68. Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
  • 69. Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
  • 70. 01 What is a b_model? 02 Building blocks of a b_model 03 Create a b_model 04 Example b_models
  • 71. Key Partner Key Activities Value Channels Customer Proposition Segment Key Customer Resources Relationship Cost Structure Revenue Streams Business Model Lecture | © 2012 relevantive AG
  • 72. KP KA VP C CS KR CR CS RS Business Model Lecture | © 2012 relevantive AG
  • 73. BM Business Model Lecture | © 2012 relevantive AG
  • 74. 01 What is a b_model? 02 Building blocks of a b_model 03 Create a b_model 04 Example b_models
  • 75. 7 B_Models Business Model Lecture | © 2012 relevantive AG
  • 76. B_model: Service sales Skype Business Model Lecture | © 2012 relevantive AG
  • 77. Subscription: Skype Key Partner Key Activities Value Channels Customer Proposition Segment Free calls (almost), chat Mass market and video. Key Easy to use. Customer Resources Relationship Cost Structure Revenue Streams Cost like an internet Prepaid. Fee for company fixed line calls Business Model Lecture | © 2012 relevantive AG
  • 78. Subscription: Skype Anybody with Key Partner Key Activities Value Channels Customer internet. Proposition Segment Disruptive value Free calls proposition. (almost), chat Mass market and video. Key Easy to use. Customer Resources Relationship Small percentage of paying „Same“ product than telco costumers, but large but different cost structure. customer base Cost Structure Revenue Streams Cost like an internet Prepaid. Fee for company fixed line calls Business Model Lecture | © 2012 relevantive AG
  • 79. Subscription: Skype Anybody with Key Partner Key Activities Value Channels Customer internet. Proposition Segment Disruptive value Free calls proposition. (almost), chat Mass market and video. Not beeing able to Key Customer Easy to use. scale or monetize. Resources Relationship Small percentage of paying „Same“ product than telco costumers, but large but different cost structure. customer base Cost Structure Revenue Streams Cost like an internet Prepaid. Fee for company fixed line calls Business Model Lecture | © 2012 relevantive AG
  • 80. B_model: subscription XING Business Model Lecture | © 2012 relevantive AG
  • 81. Subscription: XING Key Partner Key Activities Value Channels Customer Proposition Segment Network for Professionals professionals Key Access to Customer Resources Headhunter professionals Relationship Cost Structure Revenue Streams Yearly subscription fee Usage fee Business Model Lecture | © 2012 relevantive AG
  • 82. Subscription: XING Key Partner Key Activities Value Channels Customer Proposition Segment Lock in and network effects Network for Professionals professionals Key Access to Customer Resources Headhunter professionals Relationship Most people forget, that they are subscriber. Cost Structure Revenue Streams Yearly subscription fee Usage fee Business Model Lecture | © 2012 relevantive AG
  • 83. Subscription: XING Key Partner Key Activities Value Channels Customer Proposition Segment Lock in and network effects Network for Professionals professionals RISK: Beliefe that people like to be held captive. Value for the customer ➔ Usage!Key Access to Customer Resources Headhunter professionals Relationship Most people forget, that they are subscriber. Cost Structure Revenue Streams Yearly subscription fee Usage fee Business Model Lecture | © 2012 relevantive AG
  • 84. Revenue Streams Retail Business Model Lecture | © 2012 relevantive AG
  • 85. Retail: Amazon Key Partner Key Activities Value Channels Customer Proposition Segment Best prices, recommonda tion, trust Mass market and zero Key shipping Customer Resources costs and Relationship retour. Cost Structure Revenue Streams Selling Online and offline (logistics). ownership. Business Model Lecture | © 2012 relevantive AG
  • 86. Retail: Amazon Key Partner Key Activities Value Channels Customer Proposition Segment Best prices, recommonda tion, trust Mass market and zero Key shipping Customer Resources costs and Relationship retour. Logistic cost are critical to be profitable. Cost Structure Revenue Streams Selling Online and offline (logistics). ownership. Business Model Lecture | © 2012 relevantive AG
  • 87. Retail: Amazon Key Partner Key Activities Value Channels Customer Proposition Segment Risk: Treating Best prices, online like offline. recommonda Hight return costs. tion, trust Mass market Low margin: 0-3%. and zero Key shipping Customer Resources costs and Relationship retour. Logistic cost are critical to be profitable. Cost Structure Revenue Streams Selling Online and offline (logistics). ownership. Business Model Lecture | © 2012 relevantive AG
  • 88. Revenue Streams Commision Business Model Lecture | © 2012 relevantive AG
  • 89. Commision: ebay Key Partner Key Activities Value Channels Customer Proposition Segment Buying Buyer Products Key Selling Customer Resources Relationship Seller products Cost Structure Revenue Streams Post auction fee Pre auction fee Business Model Lecture | © 2012 relevantive AG
  • 90. Commision: ebay Key Partner Key Activities Value Channels Customer Proposition Segment Buying Buyer Products Create diverse and Trustworthy Key Selling Customer great no. of transactions Resources for private Relationship Seller and professional sellers products offers Cost Structure Revenue Streams Post auction fee Pre auction fee Business Model Lecture | © 2012 relevantive AG
  • 91. Commision: ebay Key Partner Key Activities Value Channels Customer Proposition Segment Attractive products Buying and prices Buyer Products Create diverse and Trustworthy Key Selling Customer great no. of transactions Resources for private Relationship Seller and professional sellers products offers Thinking your clients won’t deal behind your back Cost Structure Revenue Streams Post auction fee Pre auction fee Business Model Lecture | © 2012 relevantive AG
  • 92. Revenue Streams Licensing Business Model Lecture | © 2012 relevantive AG
  • 93. Licensing: apps Key Partner Key Activities Value Channels Customer Proposition Segment Product Buyer solving a pain and creating Key a gain Customer Resources Relationship Cost Structure Revenue Streams License fee Business Model Lecture | © 2012 relevantive AG
  • 94. Licensing: apps Key Partner Key Activities Value Channels Customer Proposition Segment Matching hypothesis/ Product Deep assumption and with real domain Buyer solving a pain market demand. knowledge and creating Key a gain Customer Resources Relationship Cost Structure Revenue Streams License fee Business Model Lecture | © 2012 relevantive AG
  • 95. Licensing: apps Key Partner Key Activities Value Channels Customer Proposition Segment Matching hypothesis/ Product Deep assumption and with real domain Buyer solving a pain market demand. limited knowledge Risk: Value for a and creating Key amount of customers. a gain Customer Beeing an agency. Resources Relationship Risk: One product and one customer. Cost Structure Revenue Streams Transaction Fee Business Model Lecture | © 2012 relevantive AG
  • 96. Revenue Streams Advertising Business Model Lecture | © 2012 relevantive AG
  • 97. Advertising: Google Key Partner Key Activities Value Channels Customer Valuable Proposition Segment service and information User for free. Key Customer Resources Targeted ads. Relationship Advertiser Cost Structure Revenue Streams Free product. Performace fee. Business Model Lecture | © 2012 relevantive AG
  • 98. Advertising: Google Key Partner Key Activities Building trust and Value Channels Customer Valuable highly involved users Proposition Segment service and information User for free. Key Customer Resources Targeted ads. Relationship Advertiser People pay with their usage. Cost Structure Revenue Streams Free product. Performace fee. Business Model Lecture | © 2012 relevantive AG
  • 99. Advertising: Google Key Partner Key Activities Building trust and Value Channels Customer Valuable highly involved users Proposition Segment service and information User for free. Key Invading people’s Customer Resources space or privacy. Targeted ads. Relationship Advertiser People pay with their usage. Cost Structure Revenue Streams Free product. Performace fee. Business Model Lecture | © 2012 relevantive AG
  • 100. Revenue Streams Renting Business Model Lecture | © 2012 relevantive AG http://www.airlinereporter.com/wp-content/uploads/2010/10/airlines1.jpg
  • 101. Renting: Dirve now Key Partner Key Activities Value Channels Customer Proposition Segment Individual Commuter mobility. Key Customer Resources Relationship Cost Structure Revenue Streams Renting/usage fee Business Model Lecture | © 2012 relevantive AG
  • 102. Renting: Dirve now Key Partner Key Activities Value Channels Customer Proposition Segment Granting someone Individual the exclusive right to Commuter mobility. use a particular asset for a fixed period of time Key Customer Resources Relationship Cost Structure Revenue Streams Renting/usage fee Business Model Lecture | © 2012 relevantive AG
  • 103. Renting: Dirve now Key Partner Key Activities Value Channels Customer Proposition Segment Granting someone Individual the exclusive right to Commuter mobility. use a particular asset for a fixed period of time Key Customer Underestimate Resources Relationship fraud Cost Structure Revenue Streams Renting/usage fee Business Model Lecture | © 2012 relevantive AG
  • 104. Failed B_Models: Netflix, HiGear.com, giga.de Business Model Lecture | © 2012 relevantive AG
  • 105. Launching new product by merging 2 existing. Loosing 1.000.000 customers due to bad pricing strategy. Business Model Lecture | © 2012 relevantive AG
  • 106. Netflix Stock price Netflix: Jan 2010 - Jun 2011: +386% What could possibly go wrong? Business Model Lecture | © 2012 relevantive AG
  • 107. Merging 2 b_models: Netflix + Qwikster Business Model Lecture | © 2012 relevantive AG
  • 108. Product Netflix Key Partner Key Activities Value Channels Customer Proposition Segment Movie Customer streaming (Massmarket) service Key Customer Resources Relationship Cost Structure Revenue Streams $7,99/month Business Model Lecture | © 2012 relevantive AG
  • 109. Product Qwikster Key Partner Key Activities Value Channels Customer Proposition Segment Customer DVD by mail (Massmarket) Key Customer Resources Relationship Cost Structure Revenue Streams $7,99/month Business Model Lecture | © 2012 relevantive AG
  • 110. Qwikster Almost 1.000.000 Key Partner Key Activities Value Channels Customer clients left Proposition Segment Netflix tried to split branding but had to cancel the operation Combi DVD Customer by mail + (Massmarket) Brand name “-ster” referred to streaming other failed internet brands. Key Customer Resources Relationship Price raise of +60% for bundle to competition Cost Structure Revenue Streams $15,98/ month Business Model Lecture | © 2012 relevantive AG
  • 111. Netflix no. of subscribers Really bad! Business Model Lecture | © 2012 relevantive AG
  • 112. Netflix stock price -200% Business Model Lecture | © 2012 relevantive AG
  • 113. Members can rent out luxury cars to each other. Many refer to Higear as the AirBnB* of cars. Business Model Lecture | © 2012 relevantive AG
  • 114. Airbnb.com Key Partner Key Activities Value Channels Customer Proposition 2011, Some travelersSegment In June trashed and vandalized 2 apartments of AirBnB Matchmaking Renter Key After a huge PR crisis, service: Customer Resources AirBnb introduced a $50K Relationship Visitor Room for insurance policy. money Cost Structure Revenue Streams 6%-12% commission Business Model Lecture | © 2012 relevantive AG
  • 115. HiGear.com Key Partner Key Activities Value Channels Customer Proposition Segment Criminal ring stole 4 vehicles worth $400.000 Matchmaking Renter service: After a PR nightmare Key Customer Luxury car Visitor Resources Higear had to close down at Relationship the start of 2012. for rent for 1/2 price of regulat rent. Cost Structure Revenue Streams 30% commission Business Model Lecture | © 2012 relevantive AG
  • 116. Q&A Q&A Q&A Q&A Q&A Q&A Q&A
  • 117. THX! Business Model Lecture | © 2012 relevantive AG 117
  • 118. Life is a startup! Business Model Lecture | © 2012 relevantive AG 118
  • 119. sebastian.fittko@relevantive.de twitter @forstartups
  • 120. 120