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Burn Your Business Plan

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Alexander Osterwalder
Alexander Osterwalder
BusinessTechnology
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burn your business plan how to design, test, and pivot your business model @business_design #bmgen
“ no business plan survives the first contact with customers Steve Blank, entrepreneur & author ”
“ plans are worthless, but planning is everything Dwight D. Eisenhower, US President 1948 - 1953 ”
plan your search for successful business models
1 2 3 design test pivot
? but hey what actually is a business model?
but hey what actually is a ur y o business model?
buzz group
explain your business (model) to your seat neighbor
? how do business model discussions generally look?
“ Any problem can be made clearer with a picture Dan Roam, author ”
Business Model Canvas
describe, challenge, design, and invent business models more systematically
21
building building block block building building building block building block block block building block building block building block build ng ing building buildi bloc k block block
? why is this so important today?
FOCUSING ON PRODUCT INNOVATION IS NOT ENOUGH ANYMORE
“ our competitors aren't taking our market share with devices; they are taking our market share with an entire ecosystem Stephen Elop, CEO Nokia ”
“ If you spend all your time looking at your competition, your product will look like your competition's ass. on Twitter, Mike Lee @bmf ” it’s time b usin to in e ven ss m o t ne dels w
1 design
You've got to bumble “ forward into the unknown Frank Gehry, architect ”
[source: Sony Pictures]
[source: Sony Pictures]
[source: Wikimedia Commons]
? what does that have to do with business models and my organization?
“ if you freeze to an idea too quickly, you fall in love with it Jim Glymph, Gehry Partner ”
“ ... if you refine it too quickly you become attached to it.. Jim Glymph, Gehry Partner ”
“ ... the crudeness of the early models in particular is very deliberate Jim Glymph, Gehry Partner ”
building building block block building building building block building block block block this  is  a  crude  prototype building block building block building block build ng ing building buildi bloc k block block
“ prototyping is the conversation you have with your ideas Tom Wujec, designer ”
2 test
-$800m
a business model might look great on paper... building block building block build ing bloc k building block building block build ing bloc k building building block block build bloc ing k .. but after all it is only a... building bui ldi block blo ng ck build ing bloc k
... a set of hypotheses guess guess guess guess guess guess guess guess guess gues s guess guess
“ there are no facts in the building... so get the hell out and talk to customers Steve Blank, entrepreneur & author ”
business model layer how t at sho oul d st be el c our mo d is is y nes s th usi r b ork you w building block building block building bloc k block building building block block building block building block building block building block buildin g g block building buildin block block
exp hypothesis layer hyp lici tly out oth line ese the s o mo n w st i hic mp mo h y ort del our ant is b bus uilt ine ss hypothesis hypothesis hypothesis is hypothes hypothes is hypothesis building block building hypothes is block building bloc hypothesis k hypothes is block building building block block building block building hypo block thesis hesis hypothesis hypot building block building block buildin g g block building buildin block block
test layer test test test test test test building block building test block building bloc test k test block building building block block building block building block building building block test block test test building bloc building k block building block building bl building ock block block building block building buildin block g g block building buildin block block building block building block fy tes ts to veri e up with buildin g com g block building buildin block block sis eac h hypothe
“ Run experiments with customers, let the customer vote, don't rely on the boss to vote. Scott Cook, founder Intuit ”
3 pivot
“ pivots are business model changes without crisis Steve Blank, entrepreneur & author ” an d wi too thou m b t uch urni cash n g
“ If there's something I've learned in the last four years, it's the power of iteration. Rapidly create, test, change... Scott Cook, founder Intuit ”
CHEAPLY LEARNING PIVOTING = FROM FAILURE
“ The way to succeed is to double your e! ailur ap f failure rate. ” e o f ch Thomas Watson, Founder of IBM
how to se arch and “ pivot busin an apostrophe is the difference ess m odels between a business that knows its shit and a business that knows it's shit ” on Twitter via @thulme & @tamewhale
BusinessModelGeneration.com 59

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Burn Your Business Plan

  • 1. burn your business plan how to design, test, and pivot your business model @business_design #bmgen
  • 2. “ no business plan survives the first contact with customers Steve Blank, entrepreneur & author ”
  • 3. “ plans are worthless, but planning is everything Dwight D. Eisenhower, US President 1948 - 1953 ”
  • 4. plan your search for successful business models
  • 5. 1 2 3 design test pivot
  • 6. ? but hey what actually is a business model?
  • 7. but hey what actually is a ur y o business model?
  • 9. explain your business (model) to your seat neighbor
  • 10. ? how do business model discussions generally look?
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18. “ Any problem can be made clearer with a picture Dan Roam, author ”
  • 20. describe, challenge, design, and invent business models more systematically
  • 21. 21
  • 22. building building block block building building building block building block block block building block building block building block build ng ing building buildi bloc k block block
  • 23. ? why is this so important today?
  • 24. FOCUSING ON PRODUCT INNOVATION IS NOT ENOUGH ANYMORE
  • 25. “ our competitors aren't taking our market share with devices; they are taking our market share with an entire ecosystem Stephen Elop, CEO Nokia ”
  • 26. “ If you spend all your time looking at your competition, your product will look like your competition's ass. on Twitter, Mike Lee @bmf ” it’s time b usin to in e ven ss m o t ne dels w
  • 28. You've got to bumble “ forward into the unknown Frank Gehry, architect ”
  • 29.
  • 30.
  • 34.
  • 35. ? what does that have to do with business models and my organization?
  • 36.
  • 37. “ if you freeze to an idea too quickly, you fall in love with it Jim Glymph, Gehry Partner ”
  • 38. “ ... if you refine it too quickly you become attached to it.. Jim Glymph, Gehry Partner ”
  • 39. “ ... the crudeness of the early models in particular is very deliberate Jim Glymph, Gehry Partner ”
  • 40. building building block block building building building block building block block block this  is  a  crude  prototype building block building block building block build ng ing building buildi bloc k block block
  • 41. “ prototyping is the conversation you have with your ideas Tom Wujec, designer ”
  • 43.
  • 45. a business model might look great on paper... building block building block build ing bloc k building block building block build ing bloc k building building block block build bloc ing k .. but after all it is only a... building bui ldi block blo ng ck build ing bloc k
  • 46. ... a set of hypotheses guess guess guess guess guess guess guess guess guess gues s guess guess
  • 47. “ there are no facts in the building... so get the hell out and talk to customers Steve Blank, entrepreneur & author ”
  • 48. business model layer how t at sho oul d st be el c our mo d is is y nes s th usi r b ork you w building block building block building bloc k block building building block block building block building block building block building block buildin g g block building buildin block block
  • 49. exp hypothesis layer hyp lici tly out oth line ese the s o mo n w st i hic mp mo h y ort del our ant is b bus uilt ine ss hypothesis hypothesis hypothesis is hypothes hypothes is hypothesis building block building hypothes is block building bloc hypothesis k hypothes is block building building block block building block building hypo block thesis hesis hypothesis hypot building block building block buildin g g block building buildin block block
  • 50. test layer test test test test test test building block building test block building bloc test k test block building building block block building block building block building building block test block test test building bloc building k block building block building bl building ock block block building block building buildin block g g block building buildin block block building block building block fy tes ts to veri e up with buildin g com g block building buildin block block sis eac h hypothe
  • 51. “ Run experiments with customers, let the customer vote, don't rely on the boss to vote. Scott Cook, founder Intuit ”
  • 53. “ pivots are business model changes without crisis Steve Blank, entrepreneur & author ” an d wi too thou m b t uch urni cash n g
  • 54. “ If there's something I've learned in the last four years, it's the power of iteration. Rapidly create, test, change... Scott Cook, founder Intuit ”
  • 55. CHEAPLY LEARNING PIVOTING = FROM FAILURE
  • 56. “ The way to succeed is to double your e! ailur ap f failure rate. ” e o f ch Thomas Watson, Founder of IBM
  • 57.
  • 58. how to se arch and “ pivot busin an apostrophe is the difference ess m odels between a business that knows its shit and a business that knows it's shit ” on Twitter via @thulme & @tamewhale