This document discusses visual tools for business model innovation, strategic planning, and performance management. Specifically, it introduces the Business DNA Map, which is a visual platform for presenting business stories, models, and projects. The Business DNA Map builds on the Business Model Canvas by adding three fundamental building blocks - Design, Needs, and Aspirations. It then provides examples of how the Business DNA Map can be applied at different levels, from a visionary perspective to a strategic perspective. Overall, the document promotes the Business DNA Map as a unified visual tool.
1. Thinking Different for Infinite Shared Happiness
A BUSINESS DNA MAP OF
THE BUSINESS MODEL CANVAS
Towards a Unified Tool for
Business Model Innovation, Strategic Planning, and Performance Management
Dr. Rod Kuhn King
2. EVERY OBJECT
IN
THE UNIVERSE
IS
A FASCINATING STORY
AT PRESENT AND IN FUTURE
5. THE BUSINESS DNA MAP
IS
A VISUAL PLATFORM
FOR PRESENTING STORIES, MODELS, AND PROJECTS
ESPECIALLY IN
STRATEGIC MANAGEMENT,
BUSINESS STRATEGY,
AND
INNOVATION
6. BENEFITS OF THE BUSINESS DNA MAP
Thinking Different for Infinite Shared Happiness
Visually Present or Articulate Visually Improve Visually
Business Ideas; Innovative Ideas Branding Inspire; Motivate
Mission; Vision; Core Values Sales; Marketing Persuade; Convince
Value Proposition; Elevator Speech Product Development Understand; Learn
Strategy Map; Strategic Statement Customer Development Design; Analyze; Solve Problems
Business/Strategic Plan; Brand Organizational Alignment Narrate; Tell; Show; Present
Business Case: Success/Failure Employee Engagement Co-create
Visually Build/Increase ITENNSEL
BENEFITS Visually Reduce
Credibility OF Information Overload
Respect THE BUSINESS DNA MAP: Death By ‘Bullet Points’
Cultural Identity Visually Create, Share, and Conflicts (‘Wastes’) in Meetings as
Manage Business Stories well as Projects
in Space and Time
Visually Build/Enhance/Manage Visually Facilitate Visually Propose and Manage
Knowledge; Holistic Thinking Collaboration; Co-creation Changes
Holistic Problem Solving Crowdsourcing; Networking Transformations
Creativity; Innovation Storytelling; Conversations Innovations
Productivity; Performance Writing of Business Proposals Projects; Programs
7. STORY LOGIC OF THE BUSINESS DNA MAP: 3 Fundamental Building Blocks
Business DNA Question: ………………………………………………………………………………………………………………………………
D N A
Stimulus
Helper Protagonist Result
(Product) (Customer)
Challenge/Problem/Need
Response
Design Needs Aspirations
(How?) (What?) (Why?)
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
8. GENERAL LOGIC OF THE BUSINESS DNA MAP: 3 Fundamental Building Blocks
Business DNA Question: ………………………………………………………………………………………………………………………………
D N A
Stimulus
Product Customers Result
Response
Design Needs Aspirations
(How?) (What?) (Why?)
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
9. BUSINESS LOGIC OF THE BUSINESS DNA MAP
Business DNA Question: ………………………………………………………………………………………………………………………………
D N A
Offer/Positioning/Advertisements;
PRODUCT DELIVERY/MAINTENANCE/COST
Product Customers Result
Feedback/Attention/Interaction/
Delight/Action/Trust/Love/Desire/Loyalty;
ENQUIRY/ORDER/PAYMENT/REVENUE
Design Needs Aspirations
(How?) (What?) (Why?)
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
11. THE BUSINESS MODEL CANVAS
Source: http://en.wikipedia.org/wiki/Business_Model_Canvas
“The Business Model Canvas is a strategic “It *Business Model Canvas+ is a visual chart
management template for developing new or with elements describing a firm's value
documenting existing business models.” proposition, infrastructure, customers, and
finances.”
THE BUSINESS MODEL
CANVAS
“It *Business Model Canvas+ “The Business Model Canvas
assists firms in aligning their was initially proposed by
activities by illustrating Alexander Osterwalder based on
potential trade-offs.” his earlier work on Business
Model Ontology.”
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
12. DELIGHT AND APPLICATIONS OF THE BUSINESS MODEL CANVAS
Source: Based on Osterwalder, A.; Pigneur, Y. (2009) Business Model Generation. Amsterdam: Modderman.
• Establish “As Is” and “To Be”
Establish a Common Language for • Determine Shared Goals and
Business Models
Business Model Innovation Strategic Priorities in Business
• Do Reality Check on and Clarify
• Easily Illustrate the Financial
Existing Business Model
Viability of a Business Model
• Envision Innovative Business Models
• Align Members of Leadership Team ITENNSEL • Show Members of a Team the Big
(For Instance, During Formation of DELIGHT AND APPLICATIONS Picture, Roles, and Interdependen-
New Non-profit Program) cies in a Project
OF
• Help Government Organizations THE BUSINESS MODEL CANVAS • Think Holistically and Avoid Getting
Adopt an Entrepreneurial Mindset Stuck on Details of the Business
• Assess Personal Business Model and • Design an Attractive Business Plan • Restructure Value Chain Especially
Discover Opportunities By Offering New Value Propositions
• Translate Business Plans Into
• Capture Ideas and Solutions for Business Processes and Activities for • Design Future Organizational
Projects Implementation Structure of a Company
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
13. BUSINESS MODEL CANVAS: 9 Building Blocks
Source: http://en.wikipedia.org/wiki/Business_Model_Canvas (Alexander Osterwalder & Yves Pigneur)
ITENN
14. PAIN AND CRITICISMS OF THE BUSINESS MODEL CANVAS
Source: http://en.wikipedia.org/wiki/Business_Model_Canvas (Based on Prof. Dr. Mark von Rosing’s Critique)
“Doesn't include a representation of
“*T}heory can't be applied to a full “Doesn't include corporate structure
the main business goals, e.g.
business model framework.” and responsibility …”
strategic business objectives, critical
successfactors and key performance
indicators, which a holistic business
model approach should include.”
“Doesn't include a representation of ITENNSEL “Doesn't have a clear cause and
the main business issues/pain points PAIN AND CRITICISMS effect linkage between the
and thereby corporate weakness, competencies, desired outcomes and
OF
which a holistic business model measurements.”
approach should include for they THE BUSINESS MODEL CANVAS “The linkages among competences,
represent the threat to the measurements and results is not
company's business model.” explicit.”
“Doesn't consider the issue of “Doesn't consider the important “Doesn't place enough emphasis on
performance measurements, which issue of goal setting, which is critical business model management and is
is vital for business modelling.” for developing the business model.” thereby missing a continuous
improvement and governance
“Doesn't include a representation of approach to the business model.”
core differentiated and core
competitive competencies …”
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
16. BUSINESS DNA MAP FOR BUSINESS MODEL CANVAS – Visionary Perspective
Business DNA Question: ………………………………………………………………………………………………………………………………
D N A
• Supply Infrastructure • Demand Infrastructure • Offer
• Profitability
Design Needs Aspirations
(How?) (What?) (Why?)
Source: Based on Osterwalder, A.; Pigneur, Y. (2009) Business Model Generation. Amsterdam: Modderman Drukwerk.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
17. Example: VISIONARY BUSINESS MODEL (Plan/Future Story/Hypotheses)
FOR
“BUSINESS MODEL GENERATION” BOOK PROJECT
D N A
• Visionaries
• Game-changers
• Visual, Practical, and • Co-creation of
• Challengers
Beautiful Handbook for a Potential
• Entrepreneurs
Business Model Innovators Bestseller
• Executives
(with Names of
• Consultants
Co-creators)
• Academics
• Companies
• Personalized Books for • Simpler
Eliminate complexity
Companies and their in visualizing business Business
Customers models Model
Innovation
SUPPLY INFRASTRUCTURE DEMAND INFRASTRUCTURE OFFER/VALUE
Design Needs Aspirations
(How?) (What?) (Why?)
Source: Based on Osterwalder, A.; Pigneur, Y. (2009) Business Model Generation. Amsterdam: Modderman Drukwerk.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
18. BUSINESS DNA MAP FOR PROFITABILITY OF “BUSINESS MODEL GENERATION” PROJECT
Business DNA Question: What are game-changing designs, needs, and aspirations for
the business visualization industry?
Stage in Lifecycle (S-Wave): Infancy Date: 2009
Business DNA D Design N Needs A Aspirations
Profitability “Inside the Enterprise” “Outside the Enterprise”
(Storyboard) - Product Development - Customer Development - Vision Management
“Business Model Generation” • Visual, Practical, and • Visionaries • Co-creation of
book by Alexander Oster- Beautiful Handbook for • Game-changers a Potential Bestseller
walder and Yves Pigneur Business Model Innovators • Challengers (with Names of
• Entrepreneurs Co-creators)
• Executives; Consultants
• Academics • Simpler Business Model
• Personalized Books for • Companies Innovation
Companies and their Eliminate complexity in visualizing
Customers business models
Benefit or Revenue: (+) • Hub Membership Fees Total Benefit or Revenue:
• Advance/Post-Publication Sales
• Free Section of Book
• Fee for Customized Version
• Royalties from Publishers
Cost: (-) • Design Total Cost:
• Content Production
• Printing
• Distribution
Value or Profit (Margin) Total Profit (Margin):
Return On Investment (ROI):
Source: Based on Osterwalder, A.; Pigneur, Y. (2009) Business Model Generation. Amsterdam: Modderman Drukwerk.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
19. BUSINESS DNA MAP FOR SWOT ANALYSIS OF “BUSINESS MODEL GENERATION” PROJECT
Business DNA Question: What are game-changing designs, needs, and aspirations for
the business visualization industry?
Stage in Lifecycle (S-Wave): Infancy Date: 2009
Business DNA D Design N Needs A Aspirations
SWOT Analysis “Inside the Enterprise” “Outside the Enterprise”
(Storyboard) - Product Development - Customer Development - Vision Management
“Business Model Generation” • Visual, Practical, and • Visionaries • Co-creation of
book by Alexander Oster- Beautiful Handbook for • Game-changers a Potential Bestseller
walder and Yves Pigneur Business Model Innovators • Challengers (with Names of
• Entrepreneurs Co-creators)
• Executives; Consultants
• Academics • Simpler Business Model
• Personalized Books for • Companies Innovation
Companies and their
Customers
CURRENT S: Strengths Overall Strength:
SITUATION
W: Weaknesses Overall Weakness:
FUTURE O: Opportunities Overall Opportunity:
SITUATION
T: Threats Overall Threat:
Source: Based on Osterwalder, A.; Pigneur, Y. (2009) Business Model Generation. Amsterdam: Modderman Drukwerk.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
20. BALANCED SCORECARD PERSPECTIVES FOR “BUSINESS MODEL GENERATION” PROJECT
Business DNA Question: What are game-changing designs, needs, and aspirations for
the business visualization industry?
Stage in Lifecycle (S-Wave): Infancy Date: 2009
Business DNA D Design N Needs A Aspirations
Balanced Scorecard “Inside the Enterprise” “Outside the Enterprise”
(Storyboard: Measures) - Product Development - Customer Development - Vision Management
“Business Model Generation” • Visual, Practical, and • Visionaries; Game-changers • Co-creation of
book by Alexander Oster- Beautiful Handbook for • Challengers; Entrepreneurs a Potential Bestseller
walder and Yves Pigneur Business Model Innovators • Executives; Consultants • Business Model Innova-
• Personalized Books for … • Academics; Companies tion
Financial (Investor) To succeed financially,
Perspective how should we appear to
our shareholders?
Customer To achieve our vision, how
Perspective should we appear to our
customers?
Process To satisfy our shareholders
Perspective and customers, what
business processes must
we excel at?
Employee (Learning) To achieve our vision, how
Perspective will we sustain our ability
to change and improve?
Source: Based on Osterwalder, A.; Pigneur, Y. (2009) Business Model Generation. Amsterdam: Modderman Drukwerk.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
22. BUSINESS DNA MAP FOR BUSINESS MODEL CANVAS – Strategic Perspective
Business DNA Question: ………………………………………………………………………………………………………………………………
D N A
• Value
Proposition
• Key Partnerships (KP) • Channels (CH)
(VP)
• Key Resources (KR) • Customer Relationships (CR)
• Revenue (R$)
• Key Activities (KA) • Customer Segments (CS)
• Cost (C$)
SUPPLY INFRASTRUCTURE DEMAND INFRASTRUCTURE OFFER/VALUE
Design Needs Aspirations
(How?) (What?) (Why?)
Source: Based on Osterwalder, A.; Pigneur, Y. (2009) Business Model Generation. Amsterdam: Modderman Drukwerk.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
23. Example: STRATEGIC BUSINESS MODEL (Plan/Future Story/Hypotheses)
FOR
“BUSINESS MODEL GENERATION” BOOK PROJECT
D N A
• Key Partnerships • Channels • Value
- Hub Members
- The Movement (Design) Proposition
- Word of Mouth; Guerilla Mrktng
- Ning Platform; Amazon.com - Visual, Practical,
- Businessmodel.com
- 3rd Party Logistics Company and Beautiful Hand-
• Key Resources • Customer Relationships book for Business
- Businessmodelhub.com Model Innovators
- Blog and Online Visibility - Co-creation of a Potential
- Business Model Event (Amsterdam)
- Business Model Hub Bestseller
- Powerful Methodology • Customer Segments - Personalized Books for
- Visionaries; etc. Companies and Their
• Key Activities
- Entrepreneurs Customers
- Content Production
- Companies - Bus. Model Inno
- Hub Management
- Guerilla Mrktng * Revenue
* Cost
SUPPLY INFRASTRUCTURE DEMAND INFRASTRUCTURE OFFER/VALUE
Design Needs Aspirations
(How?) (What?) (Why?)
Source: Based on Osterwalder, A.; Pigneur, Y. (2009) Business Model Generation. Amsterdam: Modderman Drukwerk.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
24. Strategic Business DNA Dashboard for “Business Model Generation” Book
Business DNA Question: What are game-changing designs, needs, and aspirations for
the business visualization industry?
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
BUSINESS MODEL Key Key Key Customer Channels Customer GLOBAL
CANVAS Partners Resources Activities Relation- Segments ENVIRON-
(KP) (KR) (KA) ships (CR) (CH) (CS) MENT MAP:
Business
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Model
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience Environment
System Logic) Culture/IP Infrastructure Tactics Service Distributors (BME)
“Business Model The Move- Osterwal- Co-creation Visual, Blog; Visionaries Market
Generation” ment der & Of Bestseller practical, Word-of- Game- Forces
Book (Design) Pigneur and beauti- mouth by changers
Content ful Hub Challengers Industry
Ning.com Core Team Production; handbook members Forces
Members Hub Man- Entrepreneurs
Amazon. agement Personalized Websites Executives Macro-
com Co- books for Businessmod Consultants economic
creators Guerilla companies elgeneration; Academics Forces
3rd Party (Other Marketing and their Amazon;
Logistics Hub and Word of customers Bookstores Companies Key Trends
members) Mouth
DELIGHT: Customized Free/ Hub Member- Royalties
Revenue (R$) Versions Paid: Adv. ship Fees
A PAIN: Design Printing Content Distribution
Cost (C$) Production
SHARED VALUE (PROPOSITION/VP): Co-creation of Potential Bestseller (Contains Co-creators); Simpler Business Model Innovation
Source of Information: Osterwalder, A.; Pigneur, Y. (2009) Business Model Generation. Amsterdam.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
25. SWOT Analysis for “Business Model Generation” Book
Business DNA Question: What are game-changing designs, needs, and aspirations for
the business visualization industry?
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
BUSINESS MODEL Key Key Key Customer Channels Customer GLOBAL
CANVAS Partners Resources Activities Relation- Segments ENVIRON-
(KP) (KR) (KA) ships (CR) (CH) (CS) MENT MAP:
Business
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Model
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience Environment
System Logic) Culture/IP Infrastructure Tactics Service Distributors (BME)
“Business Model The Move- Osterwal- Co-creation Visual, Blog; Visionaries Market
Generation” ment der & Of Bestseller practical, Word-of- Game- Forces
Book (Design) Pigneur and beauti- mouth by changers
Content ful Hub Challengers Industry
Ning.com Core Team Production; handbook members Forces
Members Hub Man- Entrepreneurs
Amazon. agement Personalized Websites Executives Macro-
com Co- books for Businessmod Consultants economic
creators Guerilla companies elgeneration; Academics Forces
3rd Party (Other Marketing and their Amazon;
Logistics Hub and Word of customers Bookstores Companies Key Trends
members) Mouth
S: Strengths
W: Weaknesses
A
O: Opportunities
T: Threats
Source of Information: Osterwalder, A.; Pigneur, Y. (2009) Business Model Generation. Amsterdam.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
26. Benchmarking for “Business Model Generation” Book
Business DNA Question: What are game-changing designs, needs, and aspirations for
the business visualization industry?
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
BUSINESS MODEL Key Key Key Customer Channels Customer GLOBAL
CANVAS Partners Resources Activities Relation- Segments ENVIRON-
(KP) (KR) (KA) ships (CR) (CH) (CS) MENT MAP:
Business
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Model
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience Environment
System Logic) Culture/IP Infrastructure Tactics Service Distributors (BME)
Traditional Book Good Content/ Writing Book Publisher/ Readers ‘Five Forces’
Publishing Publisher Publ. Deal Retail of Competn
“Business Model The Move- Osterwal- Co-creation Visual, Blog; Visionaries Market
Generation” ment der & Of Bestseller practical, Word-of- Game- Forces
Book (Design) Pigneur and beauti- mouth by changers
Content ful Hub Challengers Industry
Ning.com Core Team Production; handbook members Forces
Members Hub Man- Entrepreneurs
Amazon. agement Personalized Websites Executives Macro-
com Co- books for Businessmod Consultants economic
creators Guerilla companies elgeneration; Academics Forces
3rd Party (Other Marketing and their Amazon;
Logistics Hub and Word of customers Bookstores Companies Key Trends
members) Mouth
A Delight: (+)
Pain: (-)
Source of Information: Osterwalder, A.; Pigneur, Y. (2009) Business Model Generation. Amsterdam.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
27. Balanced Scorecard Perspectives for “Business Model Generation” Book
Business DNA Question: What are game-changing designs, needs, and aspirations for
the business visualization industry?
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
BUSINESS MODEL Key Key Key Customer Channels Customer GLOBAL
CANVAS Partners Resources Activities Relation- Segments ENVIRON-
(KP) (KR) (KA) ships (CR) (CH) (CS) MENT MAP:
Business
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Model
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience Environment
System Logic) Culture/IP Infrastructure Tactics Service Distributors (BME)
“Business Model The Move- Osterwal- Co-creation Visual, Blog; Visionaries Market
Generation” ment der & Of Bestseller practical, Word-of- Game- Forces
Book (Design) Pigneur and beauti- mouth by changers
Content ful Hub Challengers Industry
Ning.com Core Team Production; handbook members Forces
Members Hub Man- Entrepreneurs
Amazon. agement Personalized Websites Executives Macro-
com Co- books for Businessmod Consultants economic
creators Guerilla companies elgeneration; Academics Forces
3rd Party (Other Marketing and their Amazon;
Logistics Hub and Word of customers Bookstores Companies Key Trends
members) Mouth
Financial
Perspective
A Customer Persp.
Process Persp.
Learning Persp.
Source of Information: Osterwalder, A.; Pigneur, Y. (2009) Business Model Generation. Amsterdam.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
28. Business DNA Management for “Business Model Generation” Book
Business DNA Question: What are game-changing designs, needs, and aspirations for
the business visualization industry?
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
BUSINESS MODEL Key Key Key Customer Channels Customer GLOBAL
CANVAS Partners Resources Activities Relation- Segments ENVIRON-
(KP) (KR) (KA) ships (CR) (CH) (CS) MENT MAP:
Business
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Model
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience Environment
System Logic) Culture/IP Infrastructure Tactics Service Distributors (BME)
“Business Model The Move- Osterwal- Co-creation Visual, Blog; Visionaries Market
Generation” ment der & Of Bestseller practical, Word-of- Game- Forces
Book (Design) Pigneur and beauti- mouth by changers
Content ful Hub Challengers Industry
Ning.com Core Team Production; handbook members Forces
Members Hub Man- Entrepreneurs
Amazon. agement Personalized Websites Executives Macro-
com Co- books for Businessmod Consultants economic
creators Guerilla companies elgeneration; Academics Forces
3rd Party (Other Marketing and their Amazon;
Logistics Hub and Word of customers Bookstores Companies Key Trends
members) Mouth
MODEL (Plan)
A PROTOTYPE (Do)
MEASURE (Check)
LEARN (Review)
Source of Information: Osterwalder, A.; Pigneur, Y. (2009) Business Model Generation. Amsterdam.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
29. Customer Development for “Business Model Generation” Book
Business DNA Question: What are game-changing designs, needs, and aspirations for
the business visualization industry?
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
BUSINESS MODEL Key Key Key Customer Channels Customer GLOBAL
CANVAS Partners Resources Activities Relation- Segments ENVIRON-
(KP) (KR) (KA) ships (CR) (CH) (CS) MENT MAP:
Business
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Model
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience Environment
System Logic) Culture/IP Infrastructure Tactics Service Distributors (BME)
“Business Model The Move- Osterwal- Co-creation Visual, Blog; Visionaries Market
Generation” ment der & Of Bestseller practical, Word-of- Game- Forces
Book (Design) Pigneur and beauti- mouth by changers
Content ful Hub Challengers Industry
Ning.com Core Team Production; handbook members Forces
Members Hub Man- Entrepreneurs
Amazon. agement Personalized Websites Executives Macro-
com Co- books for Businessmod Consultants economic
creators Guerilla companies elgeneration; Academics Forces
3rd Party (Other Marketing and their Amazon;
Logistics Hub and Word of customers Bookstores Companies Key Trends
members) Mouth
Customer
Discovery
A Cust. Validation
Cust. Creation
Company Building
Source of Customer Development Phases : Blank, S. (2007) The Four Steps To The Epiphany. USA: Quad/Graphics.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
30. Program for “Business Model Generation” Book
Business DNA Question: What are game-changing designs, needs, and aspirations for
the business visualization industry?
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
BUSINESS MODEL Key Key Key Customer Channels Customer GLOBAL
CANVAS Partners Resources Activities Relation- Segments ENVIRON-
(KP) (KR) (KA) ships (CR) (CH) (CS) MENT MAP:
Business
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Model
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience Environment
System Logic) Culture/IP Infrastructure Tactics Service Distributors (BME)
“Business Model The Move- Osterwal- Co-creation Visual, Blog; Visionaries Market
Generation” ment der & Of Bestseller practical, Word-of- Game- Forces
Book (Design) Pigneur and beauti- mouth by changers
Content ful Hub Challengers Industry
Ning.com Core Team Production; handbook members Forces
Members Hub Man- Entrepreneurs
Amazon. agement Personalized Websites Executives Macro-
com Co- books for Businessmod Consultants economic
creators Guerilla companies elgeneration; Academics Forces
3rd Party (Other Marketing and their Amazon;
Logistics Hub and Word of customers Bookstores Companies Key Trends
members) Mouth
Week 1
A Week 2
Week 3
Week …
Source of Information: Osterwalder, A.; Pigneur, Y. (2009) Business Model Generation. Amsterdam.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
32. THE BUSINESS DNA MAP – 100,000ft Classic Storyboard
Business DNA Question: ………………………………………………………………………………………………………………………………
D N A
Offer/Positioning/Advertisements;
PRODUCT DELIVERY/MAINTENANCE/COST
Product/Solution Customer Problems/Issues Result
Feedback/Attention/Interaction/
Delight/Trust/Love/Desire/Loyalty;
ENQUIRY/ORDER/PAYMENT/REVENUE
Design Needs Aspirations
(How?) (What?) (Why?)
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
33. Template: BUSINESS DNA DASHBOARD – 100,000ft Swimlane Storyboard
Business DNA Question: ………………………………………………………………………………………………………………………………
Stage in Lifecycle (S-Wave): …………………………..............................…………… Date: ……………………………………..
Business DNA D Design N Needs A Aspirations
Item “Inside the Enterprise” “Outside the Enterprise”
(Storyboard) - Product Development - Customer Development - Vision Management
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
34. Template: BUSINESS DNA DASHBOARD for Profitability – 100,000ft Grid Storyboard
Business DNA Question: ………………………………………………………………………………………………………………………………
Stage in Lifecycle (S-Wave): …………………………..............................…………… Date: ……………………………………..
Business DNA D Design N Needs A Aspirations
Profitability “Inside the Enterprise” “Outside the Enterprise”
(Storyboard) - Product Development - Customer Development - Vision Management
Description
DELIGHT: Benefit or Revenue Total Benefit or Revenue:
(+)
PAIN: Cost Total Cost:
(-)
Value or Profit Total Profit:
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
35. Template: SWOT ANALYSIS ON BUSINESS DNA DASHBOARD – 100,000ft Grid Storyboard
Business DNA Question: ………………………………………………………………………………………………………………………………
Stage in Lifecycle (S-Wave): …………………………..............................…………… Date: ……………………………………..
Business DNA D Design N Needs A Aspirations
SWOT Analysis System Supersystem (Environment) Result
(Storyboard)
Description
CURRENT S: Strengths Overall Strength:
SITUATION
W: Weaknesses Overall Weakness:
FUTURE O: Opportunities Overall Opportunity:
SITUATION
T: Threats Overall Threat:
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
36. Template: BALANCED SCORECARD PERSPECTIVES ON BUSINESS DNA DASHBOARD
Business DNA Question: ………………………………………………………………………………………………………………………………
Stage in Lifecycle (S-Wave): …………………………..............................…………… Date: ……………………………………..
Business DNA D Design N Needs A Aspirations
Balanced Scorecard “Inside the Enterprise” “Outside the Enterprise”
(Storyboard: Measures) - Product Development - Customer Development - Vision Management
Description
Financial (Investor) To succeed financially,
Perspective how should we appear to
our shareholders?
Customer To achieve our vision, how
Perspective should we appear to our
customers?
Process To satisfy our shareholders
Perspective and customers, what
business processes must
we excel at?
Employee (Learning) To achieve our vision, how
Perspective will we sustain our ability
to change and improve?
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
37. Blank Template: Strategic Business DNA Dashboard – 50,000ft
Business DNA Question: ………………………………………………………………………………………………………………………………
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
TOOL/MODEL: GLOBAL
ENVIRON-
MENT MAP:
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Environment
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience
System Logic) Culture/IP Infrastructure Tactics Service Distributors
Description
DELIGHT:
A PAIN:
SHARED VALUE (PROPOSITION):
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
38. Strategic Business DNA Dashboard for Business Model Canvas
Business DNA Question: ………………………………………………………………………………………………………………………………
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
BUSINESS MODEL Key Key Key Customer Channels Customer GLOBAL
CANVAS Partners Resources Activities Relation- Segments ENVIRON-
(KP) (KR) (KA) ships (CR) (CH) (CS) MENT MAP:
Business
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Model
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience Environment
System Logic) Culture/IP Infrastructure Tactics Service Distributors (BME)
Market
Description Forces
Industry
Forces
Macro-
economic
Forces
Key Trends
DELIGHT:
Revenue (R$)
A PAIN:
Cost (C$)
SHARED VALUE (PROPOSITION/VP):
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
39. SWOT Analysis on Strategic Business DNA Dashboard
Business DNA Question: ………………………………………………………………………………………………………………………………
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
BUSINESS MODEL Key Key Key Customer Channels Customer GLOBAL
CANVAS Partners Resources Activities Relation- Segments ENVIRON-
(KP) (KR) (KA) ships (CR) (CH) (CS) MENT MAP:
Business
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Model
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience Environment
System Logic) Culture/IP Infrastructure Tactics Service Distributors (BME)
Market
Description Forces
Industry
Forces
Macro-
economic
Forces
Key Trends
S: Strengths
W: Weaknesses
A
O: Opportunities
T: Threats
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
40. Balanced Scorecard Perspectives on Strategic Business DNA Dashboard
Business DNA Question: ………………………………………………………………………………………………………………………………
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
BUSINESS MODEL Key Key Key Customer Channels Customer GLOBAL
CANVAS Partners Resources Activities Relation- Segments ENVIRON-
(KP) (KR) (KA) ships (CR) (CH) (CS) MENT MAP:
Business
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Model
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience Environment
System Logic) Culture/IP Infrastructure Tactics Service Distributors (BME)
Market
Description Forces
Industry
Forces
Macro-
economic
Forces
Key Trends
Financial
Perspective
A Customer Persp.
Process Persp.
Learning Persp.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
41. Business DNA Management on Strategic Business DNA Dashboard
Business DNA Question: ………………………………………………………………………………………………………………………………
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
BUSINESS MODEL Key Key Key Customer Channels Customer GLOBAL
CANVAS Partners Resources Activities Relation- Segments ENVIRON-
(KP) (KR) (KA) ships (CR) (CH) (CS) MENT MAP:
Business
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Model
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience Environment
System Logic) Culture/IP Infrastructure Tactics Service Distributors (BME)
Market
Description Forces
Industry
Forces
Macro-
economic
Forces
Key Trends
MODEL (Plan)
A PROTOTYPE (Do)
MEASURE (Check)
LEARN (Review)
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
42. Customer Development Phases on Strategic Business DNA Dashboard
Business DNA Question: ………………………………………………………………………………………………………………………………
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
BUSINESS MODEL Key Key Key Customer Channels Customer GLOBAL
CANVAS Partners Resources Activities Relation- Segments ENVIRON-
(KP) (KR) (KA) ships (CR) (CH) (CS) MENT MAP:
Business
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Model
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience Environment
System Logic) Culture/IP Infrastructure Tactics Service Distributors (BME)
Market
Description Forces
Industry
Forces
Macro-
economic
Forces
Key Trends
Customer
Discovery
A Cust. Validation
Cust. Creation
Company Building
Source of Customer Development Phases : Blank, S. (2007) The Four Steps To The Epiphany. USA: Quad/Graphics.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
43. Program for Strategic Business DNA Dashboard
Business DNA Question: ………………………………………………………………………………………………………………………………
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
BUSINESS MODEL Key Key Key Customer Channels Customer GLOBAL
CANVAS Partners Resources Activities Relation- Segments ENVIRON-
(KP) (KR) (KA) ships (CR) (CH) (CS) MENT MAP:
Business
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Model
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience Environment
System Logic) Culture/IP Infrastructure Tactics Service Distributors (BME)
Market
Description Forces
Industry
Forces
Macro-
economic
Forces
Key Trends
Week 1
A Week 2
Week 3
Week …
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
45. THE ZOOMABLE BUSINESS DNA MAP: Examples
Tools for Business Model Visualization, Organization, Management, and Presentation
Level Description of Business DNA Map or Storyboard No. of
(Storyboard) (Checklist) Main Topics
200,000ft Industry Value Chain Analysis (Genome); Business Value System (Network)
100,000ft Systems View of Business DNA Map; Key Functional Departments; 3
(Visionary) Business DNA Dashboard;
User-Centered Design; IDEO’s Human Centered Design; Plan-As-You-Go;
Lean Startup Strategy; Strategy Statement;
90,000ft Balanced Scorecard; Strategy Map; 4
Four Box Model Framework; Lean Startup
70,000ft One Page Business Plan 5
50,000ft SEMPORCES Chain (Sequence of Genes); 9
(Strategic) Business Model Canvas; Lean Canvas
40,000ft Enterprise Value Chain 12
10,000ft Customer Development 14
(Tactical)
5,000ft Open Services Value Chain; Traditional Business Plan 16
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
46. Overview: BUSINESS DNA DASHBOARD FOR ZOOMABLE BUSINESS MODEL CANVAS
Business DNA Question: ………………………………………………………………………………………………………………………………
Stage in Lifecycle (S-Wave): …………………………..............................…………… Date: ……………………………………..
Business DNA D Design N Needs A Aspirations
Item “Inside the Enterprise” “Outside the Enterprise”
(Storyboard) - Product Development - Customer Development - Vision Management
Description Supply Infrastructure Demand Infrastructure Offer
Value
VISIONARY Perspective • Product • Customer • Result
- Visionary Business Model
(Goals and Objectives)
STRATEGIC Perspective • Key Partnerships (KP) • Channels (CH) • Value Proposition (VP)
• Key Resources (KR) • Customer Segments (CS) • Revenue Streams (R$)
- Business Model Canvas • Key Activities (KA) • Customer Relationships (CR) • Cost Structure (C$)
(Strategies; Hypotheses)
OPERATIONAL Perspective • Partner Performance • Customer Performance • Offer Performance
- Business Model Scorecard • Resource Performance
(Key Performance Indicators) • Activity Performance • Financial Performance
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
47. Four-Box Business Model on Strategic Business DNA Dashboard
Business DNA Question: ………………………………………………………………………………………………………………………………
BUSINESS DNA DESIGN BLOCK NEEDS BLOCK
D (Inside the Enterprise) (Outside the Enterprise) N
FOUR-BOX Key Key Key Key Key GLOBAL
BUSINESS MODEL Resources Resources Activities Resources Resources ENVIRON-
(1) (2) (3) (4) MENT MAP:
Business
“SEMPORCES” Suppliers/ Employee/ Machinery/ Process/ Output: Retailers/ Customers/ Model
Genes (Universal Inputs Actors/ Props/ Strategy/ Product/ Channels/ Audience Environment
System Logic) Culture/IP Infrastructure Tactics Service Distributors (BME)
Market
Description Forces
Industry
Forces
Macro-
economic
Forces
Key Trends
DELIGHT:
FORMULA
PROFIT
Revenue
A PAIN:
Cost
SHARED VALUE (PROPOSITION):
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
48. 30 APPLICATIONS OF BUSINESS DNA MAP
Business DNA Question: ………………………………………………………………………………………………………………………………
Business Concept (Idea/Vision)
Value Chain Modeling/Profiling Business Model Mapping &
Dev., Testing, and Validation
Analysis
Value Chain & Industry Analysis
Pitching of Business Projects Business Model Innovation
Value Chain Optimization Business Value Engineering
One-Minute Business Model
Value Chain Innovation Financial Planning & Budgeting
One-page Business Plan
Strategy Mapping Process Mapping: SIPOC
ITENN
Value Curve Mapping BUSINESS DNA MAP: Root-cause Analysis
A Platform for
Business Strategy Design: Universal Strategic Planning and Fishbone Diagramming
Low Cost Strategy; Differentiation Performance Management
Strategy; Blue Ocean Strategy;
Disruptive Innovation Strategy
Benchmarking
Environmental/Situational
Value Innovation: Products/Ads Visual Project Management
Description and Analysis
Visual Risk/SWOT Analysis Wargaming
Performance Management,
for example, using the Balanced
Trade-off Analysis Scenarios; Decision-making
Scorecard
Conflict Resolution Team/Personal Development
Total Business Intelligence
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
49. BUSINESS GENOME INDEX: A Periodic Table of Elements of Business Stories & Models
Business Genomics Ontology for Universal Strategic Management and Innovation
S E M P O R C E S
Suppliers/ Employees/ Machinery/ Processes/ Output: Retailers/ Customers/ Environ- Shared
Inputs Culture/ Tools/ Goals/ Product/ Distributors/ Consumers ment Value
IP Facility Strategies Service Channels (Care/Support)
Partners Key Resources Activities Implicit Customer Relationship Society SHARED
(Suppliers/ (Processes) Shared Management VALUE
Materials/ Value (VISION:
CAPABILITIES: CORE COMPETENCIES LOCAL GLOBAL
Info) Proposition Pain/
ENVIRONMENT ENV.
Delight)
ENTERPRISE (BUSINESS SYSTEM)
D N A
Design Needs Aspiratns
SUPPLY CHAIN COMPETI- COMPE-
(VALUE CHAIN) TIVE TITIVE
FORCES ADVAN-
TAGE
INPUT PROCESSING OUTPUT EXTERNAL ENVIRONMENT RESULT
(Impacts/
BUSINESS DNA GAME Effects)
BUSINESS GENOME INDEX (Business Genome Map/Business Semantic Web/Shared Value Model)
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing