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how to systematically build!

BUSINESS MODELS
 BEYOND PROFIT
                      Alex Osterwalder, PhD!
                ...
this was a three hour lecture given at
     Jacobs University, Bremen, in the context
       of impACT3 - a pan-European s...
the world used to be divided into …
giving…
…and taking
“    Iʼve found that investors
  typically have two pockets,
one for donations and one for


                             ...
social impact
−
                    +
     potential


      old school
     not-for-profit
profit
     potential
        +



                                        social impact
−
                                ...
profit
                    potential
                       +

     old school
     corporation


                         ...
profit
                    potential
                       +

     old school
     corporation
                   x
      ...
“   Business must
    be for profit but
    profit must also
     be for purpose

                          ”
              ...
profit
                 potential
                     +
                               new school of
      old school     ...
interesting?
interesting?

YES?
so
we need new tools to come-up with
business models beyond profit
my mission today is
  to help you…
… systematically
look at business
     models
… and learn how to
develop business
     models
what do business models
 have to do with social &
 environmental impact?
it’s key if you want to
come up with innovative
ways to “do good” AND
        “do well”
outline
outline
approach
outline
approach patterns
outline
approach patterns attitude
outline
approach patterns attitude   process
A   approach
does…
… have a business model?
… have a business model?
… have a business model?
… have a business model?
… have a business model?
… have a business model?
buzz

group

discuss with your neighbor
what a business model is and
 write down your definition
which elements did you
mention when you defined a
business model?



                            ?
“
 there is a lack of definition
                                   ”
“
 few companies understand their
                                   
 existing business model well enough
               ...
so we came up with a way to master
business models through…
the
BUSINESS MODEL 

CANVAS
Def_Business Model

a business model describes
the rationale of how an
organization creates, delivers,
and captures value
9
BUILDING
BLOCKS
the 9 building blocks of a business model




                                    images by JAM
CUSTOMER SEGMENTS




                     images by JAM
VALUE PROPOSITIONS




                      images by JAM
CHANNELS




            images by JAM
CUSTOMER RELATIONSHIOPS




                       images by JAM
REVENUE STREAMS




                   images by JAM
KEY RESOURCES




                 images by JAM
KEY ACTIVITIES




                  images by JAM
KEY PARTNERS




                images by JAM
COST STRUCTURE




                  images by JAM
key        value           customer
             activities
   proposition
       relationships




     key              ...
key        value           customer
             activities
   proposition
       relationships




     key              ...
images by JAM
OVERLAY
PARTNER           KEY          OFFER      CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES              RELAT...
OVERLAY
PARTNER           KEY          OFFER      CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES              RELAT...
THE BUSINESS MODEL CANVAS
PARTNER           KEY        OFFER     CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES    ...
THE BUSINESS MODEL CANVAS
PARTNER             KEY            OFFER       CUSTOMER          CUSTOMER
NETWORK           ACTI...
example

ʻs business model
PARTNER           KEY           OFFER     CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES         ...
ʻs business model
PARTNER           KEY             OFFER           CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES ...
ʻs business model
PARTNER           KEY             OFFER           CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES ...
ʻs business model
PARTNER           KEY             OFFER           CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES ...
ʻs business model
PARTNER           KEY                 OFFER           CUSTOMER          CUSTOMER
                ACTIVIT...
ʻs business model
   PARTNER           KEY                 OFFER           CUSTOMER          CUSTOMER
                   A...
ʻs business model
   PARTNER            KEY                    OFFER         CUSTOMER          CUSTOMER
                  ...
the Canvas is a
     handy tool
break‐out

session

map out the renowned business
model of…
ʻs business model
PARTNER           KEY        OFFER     CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES           R...
a rough sketch of Grameen Bank…
ʻs business model
PARTNER           KEY           OFFER         CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES     ...
ʻs business model
PARTNER           KEY           OFFER         CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES     ...
ʻs business model
 PARTNER              KEY                OFFER         CUSTOMER          CUSTOMER
 NETWORK            AC...
ʻs business model
 PARTNER              KEY                   OFFER         CUSTOMER          CUSTOMER
 NETWORK           ...
B   patterns
“ pattern in architecture is the
idea of capturing architectural
  design ideas as archetypical


                        ...
buzz

group

how does a donor-
funded business model
look like?
        



                        ?
3rd party-funded business models
PARTNER           KEY              OFFER      CUSTOMER           CUSTOMER
NETWORK        ...
3rd party-funded business models
PARTNER           KEY              OFFER      CUSTOMER           CUSTOMER
NETWORK        ...
3rd party-funded business models
PARTNER           KEY              OFFER          CUSTOMER            CUSTOMER
NETWORK   ...
“ The dependence of nonprofits
     on begging – oops, I mean
fundraising – limits the sectorʼs
    self-respect, independe...
example

Iqbal Quadir

     dream
had a
customer-funded business model
PARTNER           KEY         OFFER            CUSTOMER          CUSTOMER
NETWORK         A...
customer-funded business model
PARTNER              KEY            OFFER            CUSTOMER          CUSTOMER
NETWORK    ...
customer-funded business model
PARTNER              KEY            OFFER            CUSTOMER         CUSTOMER
NETWORK     ...
customer-funded business model
PARTNER              KEY            OFFER             CUSTOMER           CUSTOMER
NETWORK  ...
customer-funded business model
PARTNER              KEY            OFFER              CUSTOMER           CUSTOMER
NETWORK ...
customer-funded business model
PARTNER              KEY            OFFER              CUSTOMER           CUSTOMER
NETWORK ...
RESULTS
Rashmi, 24
Bangladeshi
village phone lady
2-3 $ daily income
there are about 250ʼ000
women retailing telephone
services in 60ʼ000 villages
giving access to about 100
million people
the 250ʼ000 telephones are
producing revenues at an
annual rate of well over $100
million for GrameenPhone
each entrepreneur makes
about $2 in profits per day
or about $700 per year
design from the customer perspective
PARTNER           KEY        OFFER     CUSTOMER          CUSTOMER
NETWORK         ACT...
blended value / triple bottom line




  social and environmental cost
blended value / triple bottom line




  social and environmental cost
   social and environmental benefit
C   attitude
“   If you freeze to an idea too quickly,
    you fall in love with it. If you refine it
    too quickly, you become attach...
business model prototyping




napkin sketch
business model prototyping




napkin sketch
   Canvas
business model prototyping




napkin sketch
   Canvas
   business case
business model prototyping




napkin sketch
   Canvas
   business case
   field test
key is: finding
the appropriate
business model
so you need to
   generate
 options first!
buzz

group

a   silly   exercise
the silly cow
exercise!
Muuuuhhhh
sketch out
3 business
 models..
…in which I,
the cow, play
the main act!
letʼs look at some examples…
cows-for-advertising
rent-a-cow-for-the-weekend
got it?
you got 2 minutes!
you got 2 minutes!


      GO!
example

ʻs business model
PARTNER           KEY           OFFER     CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES         ...
D   process
five phases of business model design




 mobilize
 set the stage
five phases of business model design




 mobilize
        understand
 set the stage
    immersion
five phases of business model design




 mobilize
        understand
   design
 set the stage
    immersion
   inquiry
five phases of business model design




 mobilize
        understand
   design
    implement
 set the stage
    immersion
...
five phases of business model design




 mobilize
        understand
   design
    implement
   manage
 set the stage
    ...
financial
 spreadsheets

  environment
      analysis


implementation
     roadmap


   SWOT and
   uncertainty
     anal...
www.businessmodelgeneration.com
THANK YOU!!
                 www.businessmodelgeneration.com
               www.alexosterwalder.com (upcoming)
www.busines...
COST STRUCTURE images by JAM
COST STRUCTURE images by JAM
COST STRUCTURE images by JAM
COST STRUCTURE images by JAM
COST STRUCTURE images by JAM
COST STRUCTURE images by JAM
COST STRUCTURE images by JAM
COST STRUCTURE images by JAM
COST STRUCTURE images by JAM
COST STRUCTURE images by JAM
COST STRUCTURE images by JAM
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