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How to Design a Winning Business Model

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How to Design a Winning Business Model

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Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart.
These slides explains about what business model is, its characters, what make it good and how to differentiate it with strategy and tactics. Also had a practical real sample for better explanation.

Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart.
These slides explains about what business model is, its characters, what make it good and how to differentiate it with strategy and tactics. Also had a practical real sample for better explanation.

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How to Design a Winning Business Model

  1. 1. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart
  2. 2. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart  Introduction – Idea In Brief  What Is A Business Model  Three Characteristic Of A Good Business Model  How Business Models Generate Virtuous Cycle  Competing With Business Models  Sample Of Business Models  Business Models VS Strategy & Tactics CONTENTS
  3. 3. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart Current fact: “seven out of 10 companies are trying to create innovative business models, and 98% are modifying existing ones” “most companies still create and evaluate business models in isolation, without considering the implications of how they will interact with rivals’ business models.” INTRODUCTION – IDEAS IN BRIEF
  4. 4. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart Now and then… Why we need business model… INTRODUCTION – IDEAS IN BRIEF PAST FUTURE Strategy has been the primary building block of competitiveness Sustainable advantage may well begin with business model. DEVELOPING COUNTRY DEVELOPED COUNTRY Pressure to crack open market (mostly mid & bottom) driving a surge of business model innovation Economic slowdown is forcing companies to modify / replace their business model.
  5. 5. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart Facts about business model: - Company that want to get a value trough business model may need to do some radical transformation which focus on innovation & modification. - A business model successes depends on how it interact with other’s model. - Much of problem lies on company’s narrow focus that work on isolation. One may superior in isolation but actually result less when it interacts. INTRODUCTION – IDEAS IN BRIEF
  6. 6. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart WHAT IS A BUSINESS MODEL  Definition:  “a story that explains how an enterprise works”  “who is your customer, what does the customer value and how do you deliver value at an appropriate cost?”  Business model consist of 4 Elements: 1. A Customer value Proposition 2. A profit formula 3. Key resources 4. Key processes
  7. 7. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart THREE CHARACTERISTIC OF A GOOD BUSINESS MODEL 1. Aligning with company goals While designing a business model, the choices made should enable the organization to achieve its goals. Example: Xerox PARC; Xerox was unable to draw new business from its innovation, due to lack of alignment with its goals.
  8. 8. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart THREE CHARACTERISTIC OF A GOOD BUSINESS MODEL 2. Self-reinforcing While creating business model, the choices made should complement one another: there must be internal consistency. Example: Providing comfort level in a low cost airline, comparable to that offered by a full fare carrier (reducing number of seat on plane and offering food and coffee).
  9. 9. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart THREE CHARACTERISTIC OF A GOOD BUSINESS MODEL 3. Robustness A good business model should be able to sustain its effectiveness over time by fending off 4 threats: - Imitation - Holdups - Slack - Sub-situation
  10. 10. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart THE CHOICES & ITS CONSEQUENCES A component of Business Models is CHOICES; which types are: 1. Policy choices 2. Asset choices 3. Governance Choices The choices have consequences….
  11. 11. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart THE CHOICES & ITS CONSEQUENCES The choices have CONSEQUENCES, which the types are: 1. Flexible Consequences 2. Rigid Consequences Unlike flexible consequences, rigid ones are difficult to imitate because companies need time to build them.
  12. 12. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart There are consequences of business model choices. The consequences enable further choices and so on. This process generates virtuous cycles that continuously strengthen the business model. E.g.: Ryanair’s business model creates several virtuous cycles that maximize its profits through increasingly low cost and prices. But these cycles don’t go on for a long time E.g.: If ryanair’s workforce forms a union and demand higher wages, one of the cycles will become vicious. HOW BUSINESS MODELS GENERATE VIRTUOUS CYCLE
  13. 13. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart THREE WAYS TO COMPETING WITH BUSINESS MODEL 1. Strengthen Your Virtuous Cycle Modify the business models to generate new virtuous cycle to compete more efficient with rivals. 2. Weaken Competitor’s Cycle Use the rigid consequences of the choices to weaken entrants’ virtuous cycle. 3. Turn Competitor Into Complement Rival with different business models can also become partners in value creation.
  14. 14. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart SAMPLE OF RYANAIR BUSINESS MODEL Ryanair in 1980’s…  Took CHOICES to offer excellent service & standardize fleet.  Need redesign due to competitive market  In early 1990’s, has been transformed (radically) into a low cost carrier .
  15. 15. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart SAMPLE OF RYANAIR BUSINESS MODEL Ryanair nowadays…  Become the largest low cost carrier in Europe.  Take CHOICES on low fares, that:  Align with its goal; “firmly establish itself as Europe's leading low-fares”  Self-reinforcing its virtuous cycle  Robust; its has run for 20 years
  16. 16. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart SAMPLE OF COKE’S COOLER DIVISION BUSINESS MODEL . BEFOREAFTER High-end cooler High electricity intake Less placement Less sales Mid-low cooler Less electricity intake More placement More sales More money to get more coolers CHOICES CONSEQUENCES
  17. 17. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart These three are interrelated… 1. Strategy Contingent plan about which business model will be used; choices and consequences are reflection of it 2. Business Model Logic of the company, how it operates, creates and capture values 3. Tactics Residual choices open to a company by virtue of a business model it employs. BUSINESS MODEL VS STRATEGY & TACTICS
  18. 18. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart CLOSING REMARKS…  To achieve better competitiveness, a company should not only create a strategy but should implement it into a good business model.  A good business model is a model that align with your goal, self-reinforcing and robust.  When you have a good model, you may able to strengthen your cycle, weaken you rival’s cycle or make it as a complement.  Strategy, business model and tactics are interrelated; strategy is design the car, business model is the car and tactics is how we drive the car.  A company may struggling to build them toughly , especially because of their interactions with those of other players (rivals, suppliers, etc) that has their these three, too.  That’s the essence of competitiveness—and developing strategy, tactics, or innovative business models has never been easy.
  19. 19. Classified - Private Use Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart

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