1. ©
Copyright
by
Orange
HillsTM
GmbH.
All
rights
reserved.
STRATEGY
CONSULTANCY
AND
COACHING
TransformaFon
of
business
models
IntroducFon
to
Orange
HillsTM
GmbH
|
Dr.
Bernhard
Doll
|
doll@orangehills.de
Munich
|
November
1st,
2014

2. ©
Copyright
by
Orange
HillsTM
GmbH.
All
rights
reserved
–
2
New
thinking
for
new
business
Orange
Hills
is
an
innova7on
consultancy.
We
support
execuFve
managers
and
owners
of
IT
and
service
companies
to
develop
and
implement
innova7ve
strategies,
services
and
business
models.
Our
focus
lies
in:
01
We
develop
innova7on
We
analyse
your
customers,
your
markets
and
your
business,
and
develop
winning
strategies
and
business
models
–
to
make
sure
you
stay
successful
in
the
future.
02
We
implement
innova7on
We
implement
innovaFve
strategies
and
business
models
close
to
the
market.
In
short
project
cycles,
we
test
and
evaluate
what
works
in
reality
and
contributes
to
your
success.
03
We
teach
innova7on
We
teach
your
employees
to
setup,
manage
and
control
innovaFon
processes
independently,
to
turn
ideas
into
business
for
your
company.
+ Development
and
transforma7on
of
business
models
+ Hypotheses-­‐driven
evalua7on
of
future
scenarios
and
prototyping
+ Agile
implementa7on
of
future
scenarios
under
condiFons
of
extreme
uncertainFes
+ Ini7a7on
and
establishment
of
“exploraFve”
innova7on
cultures
We
have
been
working
for
clients,
e.g.:
Our
partners
in
research
and
teaching:
“Orange
Hills
is
THE
benchmark
in
the
field
of
rapid
prototyping.
[...]
We
have
been
able
to
exceed
our
set
targets
and
more
importantly
–
create
a
movement!
Looking
forward
to
the
next
gig
with
this
innovaFve,
professional
and
passionate
crew!“
-­‐
Wilfrid
Kroath,
Tieto
Finland
According
to
a
recent
study
of
brand
eins,
Orange
Hills
is
ranked
among
the
TOP
3
consultancies
in
Germany
for
innovaFon,
growth
and
new
business
models
(2014).

3. ©
Copyright
by
Orange
HillsTM
GmbH.
All
rights
reserved
–
3
Our
clients’
typical
challenge:
More
of
the
same
is
not
enough
How
things
work
today
Establishing
a
new
way
of
thinking
for
new
business
Threats
&
challenges
on
the
horizon
1
2
3
Typical
situaFon
of
our
clients
Google
pushes
tradiFonal
players
out
of
the
online
adverFsement
market
Uber
adacks
the
tradiFonal
business
model
of
taxi
services
around
the
globe
Apple
might
take
clients
away
from
operators
with
preinstalled
SIM
cards
in
mobile
devices
+ New
and
agile
market
players
potenFally
jeopardize
our
client’s
business
model
+ Fierce
fight
for
market
shares
and
declining
prices
+ Missing
products
and
services
for
new
customer
demands
Typical
process
model
of
Orange
Hills
+ Development
of
a
transforma7on
strategy
with
KPIs
+ FacilitaFon
of
“agile“
innova7on
projects
(“light
houses“)
+ Stepwise
training
of
employees
and
senior
managers
+ Development
of
physical
and
soOware-­‐based
tools
+ IntroducFon
of
dashboard
systems
to
measure
success
+ Highly
successful
with
exis7ng
business
model
+ Focus
on
KPI-­‐driven
op7misa7on
of
established
businesses
+ LiSle
experience
in
exploring
new
business
ideas
beyond
the
status
quo
Organisa4on
of
our
clients
InnovaFon
culture
Orange
Hills
Current
work
culture
ExisFng
acFviFes
of
line
organisaFon
New
innovaFon
acFviFes
e.g.
project
enables
Interhyp
has
turned
the
residenFal
mortgages
market
upside
down
What
industry
comes
next?
+ Development
and
transforma7on
of
business
models
+ Ini7a7on
of
an
“exploraFve”
innova7on
culture

4. ©
Copyright
by
Orange
HillsTM
GmbH.
All
rights
reserved
–
4
© 2014 Orange HillsTM GmbH. All rights reserved. Inspired by www.businessmodelgeneration.com.
BUSINESS MODEL
Target groups
Who are our sales targets and
who will be using our offerings?
Resources Partners
Primary
What is our primary customer
and user segment that unlocks
the most value in our business?
Customers Users
InvestmentsCostsPricing & revenue streamsPattern
How much money do we need to spend before we earn?What are our revenue streams and how much do our customers pay (per unit)?How, when and how often do we charge our customers? What are the most important costs to create and deliver the offerings?
Brand & messages Offerings
Channels
Relationships
Channels
Processes
Profit formula
What (internal) key resources do we need
to create and deliver the offerings?
Who are our (external) key partners
to create and deliver the offerings?
What bundle of products and services do we offer
to our customers and users?
How do we want our brand to be perceived and
what is our story to sell the offerings?
Through which channels do our customers
and users want to be reached?
What kinds of relationships do
our customers and users expect?
Through which channels do our partners
want to be reached?
What (internal) key processes do we need
to create and deliver the offerings?
Delivery R&D
What job(s) are our customers
and users trying to get done?
Job(s)
to get done
What kind of value do we
create for customers and
users with our offerings?
Core
value
What do we do better than
our competitors, which is
hard to copy?
Unfair
advantage
DNA
Download | http://blog.orangehills.de/#bml_en
Team DateIteration
How
we
work:
Projects,
trainings
&
tools
Tools
Trainings
1
2
3
We
enable
our
clients
with
“gamified”
trainings
to
manage
their
innova7on
projects
successfully
on
their
own.
We
design
our
clients
physical
and
virtual
toolkits
to
support
and
accelerate
teamwork.
Projects
In
very
short
cycles,
we
implement
innovaFve
business
models
and
services.
Analysis
IdenFficaFon
of
search
fields
for
new
ideas
with
wow-­‐factor
1-­‐3
weeks
Design
Development
of
future
scenarios
based
on
clearly
defined
KPIs
Valida7on
SystemaFc
tests
of
assumpFons
to
reduce
project
risks
Reflec7on
Analysis
of
gained
knowledge
to
improve
planning
and
to
setup
the
next
cycle
7
weeks
1
week
1
week
Kick-­‐off
Review
Next
cycle
virtual
physical
virtual
physical
Start
End
Topics
+ Development
of
business
ideas
+ Business
models
+ Growth
Gamified
elements
+ Mission
+ Roles
+ Incidents
+ Ranking
Organisa7on
+ 1-­‐3
days
+ Up
to
50
parFcipants
Leaderboard
Winner
Business
model
e.g.
+ Technology
+ Business
model
+ Value
chain
+ Hypotheses
&
experiments
physical
Visual
worksheets
Worksheets
to
literally
“frame”
discussions
in
physical
workshops
virtual
SoOware
All
worksheets
are
also
available
in
our
web-­‐
based
solware
for
virtual
modeling
Import
Business
Design
Business
Design

5. ©
Copyright
by
Orange
HillsTM
GmbH.
All
rights
reserved
–
5
Projects:
Typical
flow
of
ac7vi7es
Analysis
IdenFficaFon
of
search
fields
for
new
ideas
with
wow-­‐factor
1-­‐3
weeks
Design
Development
of
future
scenarios
based
on
KPIs
Valida7on
SystemaFc
tests
of
assumpFons
to
reduce
project
risks
Reflec7on
Analysis
of
gained
knowledge
to
improve
planning
7
weeks
1
week
1
week
Next
cycle
virtual
+ Gathering
of
field
data
on
potenFal
target
groups
(e.g.
observaFons,
interviews)
+ Development
of
social-­‐
psychological
profiles
for
selected
target
groups
+ Behavioural-­‐oriented
visualisa7on
of
market
environment
+ Analysis
und
benchmarking
of
compe77ve
players
+ Development
of
future
scenarios
+ Iden7fica7on
of
criFcal
hypotheses
for
risk
assessment
+ Design
of
experiments
+ Design
of
iniFal
market
offerings
/
MVP
+ Planning
of
validaFon
+ Run
of
experiments,
e.g.
+ Expert
interviews
+ (Social)
Prototyping
(e.g.
service
simulaFons,
UI
mockups
for
mobile
applicaFons)
+ Crowd
sourcing
+ Implementa7on
of
iniFal
market
offerings
/
MVP
+ Management
of
teamwork
and
team
performance
+ Analysis
and
synthesis
of
field
data
+ Matching
with
KPIs
+ Deduc7on
of
improvement
opportuni7es
+ Development
of
business
cases
+ Collec7on
and
assessment
of
“cri7cal
incidents“
during
teamwork
+ Planning
of
next
cycle
physical
virtual
physical
Team
of
customer
Team
of
Orange
Hills
min.
Target
min.
Target
min.
Target
Business
Design
1
Kick-­‐off
Review
“How
can
we,
as
a
FM
radio
sta4on,
excite
and
convince
new
customers
and
users
with
digital
business
models?“

6. ©
Copyright
by
Orange
HillsTM
GmbH.
All
rights
reserved
–
6
Rapid
Modeler:
Team
soOware
for
Business
Design
+ Work
with
your
colleagues
on
new
strategies,
services
and
business
models
+ Develop
hypotheses
and
track
the
performance
of
your
experiments
+ Manage
your
agile
innova7on
projects
online
+ Share
your
results
with
partners,
customers
and
other
externals
–
visually,
securely
and
quickly
Are
you
interested
in
a
customised
solu7on?
+ AdaptaFon
of
UI
look
&
feel
+ New
features
+ IntegraFon
in
your
IT
environment
Please
contact
us!
powered
by
HTML
5
www.rapidmodeler.de
Business
Design

7. ©
Copyright
by
Orange
HillsTM
GmbH.
All
rights
reserved
–
7
Are
you
looking
for
a
new
challenge
and
a
job
that
gives
you
meaning?
Drop
us
a
line
or
give
us
a
call:
Sabine
Schön
E.
jobs@orangehills.de
T.
+49-­‐89-­‐4520545-­‐21
Guido
Redlich
+ Expert
for
markeFng
and
communicaFon
+ Studied
CommunicaFon
and
AdverFsement
+ Founder
of
mulFmedia
agency
a.f.i.m.
/
TBWA
Who
we
are:
Interdisciplinary
and
passionate
Dr.
Bernhard
Doll
+ Expert
for
business
design
and
prototyping
+ Major
in
Computer
Science
and
Social
Sciences
+ PhD
in
Management
from
TU
München
E.
doll@orangehills.de
Prof.
Kathrin
Möslein
+ Chair
of
InformaFon
Systems
I
-­‐
InnovaFon
and
Value
CreaFon
at
University
Erlangen-­‐Nürnberg
+ Director
of
CLIC
at
Leipzig
Graduate
School
of
Management
(HHL)
+ PhD
in
Management
Sabine
Schön
+ Expert
for
field
research
on
customer
/
market
behaviour
+ Major
in
Computer
Science
and
Media
E.
schoen@orangehills.de
Dr.
Chris7an
Schüller
+ Expert
in
solware
engineering
&
prototyping
+ PhD
in
Computer
Science
from
TU
München
E.
schueller@orangehills.de
Oliver
Schmid
+ Expert
for
communicaFon
and
interacFon
processes
in
organisaFons
+ Studied
CommunicaFon,
Psychology
and
Management
Sapar
Satayev
+ Expert
in
business
modeling
+ EMBA
in
InnovaFon
&
Business
CreaFon
from
TU
München
+ Partner
in
Kazakhstan
Jonas
Viczian
+ Intern
+ Studies
Management
at
TU
München

8. ©
Copyright
by
Orange
HillsTM
GmbH.
All
rights
reserved.
Orange
HillsTM
GmbH
Sendlinger
Str.
29
80331
München
|
GERMANY
T.
+49
(89)
4520545-­‐0
F.
+49
(89)
4520545-­‐69
E.
info@orangehills.de
W.
www.orangehills.de
Follow
us
on
Twider:
@orangehillsgmbh
Orange
Hills
GmbH
Dr.
Bernhard
Doll
T.
+49
(89)
4520545-­‐14
E.
doll@orangehills.de
Direc7ons
By
public
transport:
+ U-­‐Bahn:
StaFon
Sendlinger
Tor
–
or
–
+ S-­‐Bahn:
StaFon
Marienplatz
within
walking
distance
(2
min.)
Free
(up
to
2
users
per
team
+
guests)
By
car:
+ DirecFon
Munich
Center
/
Marienplatz
+ Public
parking
area
Oberanger
(Oberanger
35)
within
walking
distance
(2
min.)