Weitere ähnliche Inhalte Ähnlich wie Lecture on Business Model Generation @ Zeppelin University (20) Kürzlich hochgeladen (20) Lecture on Business Model Generation @ Zeppelin University3. 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?
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| © 2012 relevantive AG
8. Bla
Bla
Bla Bla Bla
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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?
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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:
18. Value Proposition
Performance
Business Model Lecture | © 2012 relevantive AG
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20. Value Proposition
Customization
Business Model Lecture | © 2012 relevantive AG
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22. Value Proposition
Getting things done
Business Model Lecture | © 2012 relevantive AG
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24. Value Proposition
Design, UX, CX
Business Model Lecture | © 2012 relevantive AG
http://3.bp.blogspot.com/_wuUoxyO0BNI/TCsb1xIOeuI/AAAAAAAAIWw/k9ph1nqXj2w/s1600/P1040804.JPG
26. Value Proposition
Price
Business Model Lecture | © 2012 relevantive AG http://www.gemeinde-asbach.de/img/ALDI.JPG
28. Value Proposition
Cost reduction
Business Model Lecture | © 2012 relevantive AGhttp://cdn.physorg.com/newman/gfx/news/hires/2012/1-containershi.jpg
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
32. Value Proposition
Accessibility
Business Model Lecture | © 2012 relevantive AG
http://www.airlinereporter.com/wp-content/uploads/2010/10/airlines1.jpg
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
37. Customer Segment
Niche Market
Business Model Lecture | © 2012 relevantive AG
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39. Customer Segment
Segmented
Business Model Lecture | © 2012 relevantivehttp://www.kotorikits.com/ekmps/shops/mummymadeit/resources/Design/father-and-son.jpg
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41. Customer Segment
Diversifiziert
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43. Customer Segment
Multi Sided
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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
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
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
74. 01 What is a b_model?
02 Building blocks of a b_model
03 Create a b_model
04 Example b_models
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
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
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
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
118. Life is a startup!
Business Model Lecture | © 2012 relevantive AG 118