Vdml guest lecture ugent, november 2013
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This document introduces the Value Delivery Modeling Language (VDML), a new modeling language to support value-driven business design. VDML focuses on representing businesses as value networks by modeling the flow of deliverables and contributions of value. It provides a higher level of abstraction to model what a business does, how it operates, and who is responsible. VDML is intended to help businesses address challenges like finding the most profitable business models and efficient partnership arrangements through computerized modeling and analysis. The document outlines several key VDML concepts like capabilities, collaborations, and value propositions and shows some early examples of how VDML can be used to model business networks and value flows.
Vdml guest lecture ugent, november 2013
- 1. Value Delivery Modeling Language (VDML) Ghent University, November 18, 2013 Henk de Man
- 2. If You are in this Job ..
- 3. How would You do this ?!
- 4. Status Quo
- 5. VDML Vision
- 6. Business Model Innovation How to represent these ? How to relate these ? How does the business operate, as a value-creating system, based on these ? => We need a modeling language !
- 7. New modeling language: VDML
- 8. VDML Purpose • Supporting value-driven business design • Turning your business into a value network – Focuses on the flow of deliverables and contributions of value » Contributions of value by activities – Provides higher level of abstraction of the business » What it does, how it performs, who is responsible • Addressing business challenges – Finding the most profitable model and efficient partnership arrangement for your business at given point in time. – Complexity of many service capabilities provided, delivered and managed across organization/company boundaries. » Computerized models to help better analyze and manage these complexities for decision making.
- 9. VDML “Blood Donors” Most are represented in “VDML team”
- 10. BMM NE W VDML NE W CMMN BPMN Re r VD , fo d vise ML SMM SoaML UML Business Motivation Model (BMM) Value Delivery Modeling Language (VDML) Structured Metrics Metamodel (SMM) Case Mangement Model and Notation (CMMN) Business Process Model and Notation (BPMN) Service Oriented Architecture Modeling Language (SoaML) Unified Modeling Language (UML)
- 12. Some VDML Definitions • Value: Measurable factor of benefit, of interest to a recipient, in association with a deliverable • Value Proposition: Expression of the values offered to a recipient evaluated in terms of the recipient’s level of satisfaction • Capability: Ability to perform a particular kind of work and deliver desired value • Collaboration: Collection of participants joined together for a shared purpose or interest
- 13. VDML Concepts
- 14. Business Model & VDML Value propositions Customers Network partners Activities Value formulas Capabilities Similar to but simpler than Osterwalder (source: Peter Lindgren, NEFFICS)
- 15. Role Collaboration (Customers) Activitity Network (Activities) Capability Management (Capabilities) Value Proposition Exchange Role Collaboration (Network Partners) Measurement Dependency (Value Formula)
- 16. Business Model: Royal Bed
- 18. Business Model: Classic Bed
- 19. Design Methodology Capability Library Practice Library Organization Capabilities Role Library Lines of Business Networks Business Item Library Capability Application Value Analysis Value Library Measure Library
- 20. Ca p ab ilit i es Library-based guidance ms s. Ite , Bu ab. Cap Roles, Capabilities, Business Items Ro le Cha ra ,B us ine cteri ss Ite stics ms , Me asur e s
- 21. Step 1: Organization Capabilities
- 22. Capability Library (“Capab. Map”)
- 23. Capability versus Capability Offer Capability Offers (or “Configurations”, “Incarnations”)
- 26. Capability loose coupling Decoupling via Stores
- 27. Capability drill-down from BM
- 28. Complementary aspect diagrams Search & navigate to build total picture
- 29. Step 2: Lines of Business Networks
- 30. Business Network: 3 Views
- 32. Step 3: Capability Application
- 33. Capability Application Capability Library design Activity design “service consumer” “type of work” Capability provide “provided service” Capability Offer Capability Offer design require Activity apply delegate support Method Capability Method design “service implementation”
- 35. Scenario / Context Tree Scenario-based analysis Context-based Assignment of Roles Context-based Measurements Context-based Business Item Inputs and Outputs
- 36. Step 4: Value Analysis
- 37. Value Proposition as Objective For Customers May also be for Management Value Components
- 38. Value Proposition as Objective Valuation Appreciation Weight From recipient’s perspective
- 39. Trace back source of Value “Value Add”, conveyed by Output
- 40. Trace back source of Value Value traced back further ( “Aggregated From”)
- 43. Value Formula => Value Margin + -
- 44. Coming: VDML Community m e.co be / dm / w.v .com //ww : s http bee / om vdm . .c hive www :/ / ee http mb d w.v ww p:// htt VdmBees, or VBees Community to foster VDML-related business & activity
- 45. Some References – VDML Specification: http://www.omg.org/cgi-bin/doc? bmi/2013-11-03; non-members to contact henkdman@gmail.com – VDML versus BPMN: http://www.omg.org/cgi-bin/doc? bmi/2013-11-01; non-members to contact henkdman@gmail.com – VDML Blog: http://fredacummins.blogspot.nl/ – EU Project NEFFICS: http://neffics.eu/ – Capability Analysis with VDML: www.cutter.com/offers/valuechain.html – Business Model Innovation, BM Cube: http://riverpublishers.com/journal.php?j=JMBMIT/1/3
- 46. Backup Slides
- 47. VDML versus Archimate VDML Archimate 2.0 Business oriented, aligned with IT IT oriented, aligned with Business Rich semantics Shallow semantics Focus on understanding of system operation *) Focus on navigation and search only Context-sensitive Context-unaware Impact, Causality, Consistency, Accountability Basis for calculation, simulation, transformation Objects are analyzed in context Objects are abstracted from context *) Archimate addresses “Process”. Is Archimate sufficient as BPM spec? Similarly Archimate is not sufficient as VDM spec For comparision and relation between VDML and BPMN, see http://www.omg.org/cgi-bin/doc?bmi/2013-11-01