The Business Model Fishbone is essentially a linear cause-and-effect diagram for visualizing, improving, and innovating on business models. This presentation illustrates the business model of Apple's classic iPod. This multi-purpose fishbone diagram is particularly useful for root-cause analysis and Subversion Analysis (Failure Mode Effect Analysis) of business models.
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Business Model Fishbone for Apple's Classic iPod
1. UNIVERSAL SYSTEM FISHBONE
Cause-and-Effect Platform for System Visualization, Improvement, and Innovation
CAUSE (System) EFFECT (Result/Impact)
Environ-
Ment:
Global
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
2. BUSINESS MODEL FISHBONE
ďą Past ďą Present ďą Future
Supply Infrastructure (Push System) Effect (Result/Impact)
Key Partners Key Resources Key Activities Value Cost Revenue
(KP) (KR) (KA) Proposition Structure Streams
(VP) (C$) (R$)
Mission/Vision
Environ-
Ment:
Global
Total Total
Channels Customer Rel. Customer Seg. Cost Rev.
(CH) (CR) (CS)
Demand Infrastructure (Pull System)
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
3. BUSINESS MODEL FISHBONE FOR APPLEâS CLASSIC IPOD
ďą Past ďą Present ďź Future (2001)
Supply Infrastructure (Push System) Effect (Result/Impact)
Key Partners Key Resources Key Activities Value Cost Revenue
(KP) (KR) (KA) Proposition Structure Streams
(VP) (C$) (R$)
OEMs IP; R & D Supply Chain
Management âA Thousand OEMs; Direct Sale of
Record Labels Staff Software Design
Culture Songs in Your Manufac- Hardware
Pocketâ turing; (iPod)
Staff;
iTunes Brand Hardware Design
Mission/Vision
âSeamless IP;
Music IT Infra;
Environ- Experienceâ Marketing &
Ment: Sales
Global
Apple Store High Quality Luxury Spot (High end)
Cust. Service Customers
Big Box Retailers Lovemark Big Box Retailers
Apple.com Switching Cost
Low High Rev
Channels Customer Rel. Customer Seg. Cost & Diffn.
(CH) (CR) (CS)
Demand Infrastructure (Pull System)
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing