Design a better business - Keynote by Patrick van der Pijl during the Service Design Days, Barcelona 7th Oct 2016

1. 14-10-16
1
@PATRICKPIJL
Runner
upBusinessModelGeneration
THIS
IS US
YOU CAN
DESIGN
BUSINESS
@patrickpij
l
F#$@ THE VUCA WORLD!

2. 14-10-16
2
ECONOMIC DEVELOPMENT
INTERNET
CUSTOMER BEHAVIOR
END 3-6-3 BANKING
WE LOOK
FOR
CERTAINTY
@patrickpij
l
WE LABEL THINGS

3. 14-10-16
3
AUTHORITY = CERTAINTY
AUTHORITY = CERTAINTY
WE WRITE PLANS
BLA BLA BLA
PREPAR
E
SCALE
SHAI AGASSI

4. 14-10-16
4
GO TO ISRAEL!
NEW ECO-SYSTEM
5MINUTESONLY
5MINUTESONLY
SEPARATE THE BATTERY
SWITCH STATION SCHIPHOL
AIRPORT
850
IDEATE
UNDERSTAND
VALIDATE
PROTOTYPE

5. 14-10-16
5
IDEATE
UNDERSTAND
VALIDATE
PROTOTYPE
WE NEED TO
TEACH
BUSINESS TO
THINK LIKE A
DESIGNER
// Ad van Berlo
DESIGN
FOR
INNOVATI
ON

6. 14-10-16
6
Execute
Corporate
Search
Experiment
Forecast
Plan
Learn

7. 14-10-16
7
MEET ORHUN CAPANOGLU
THINK
LIKE A
DESIGNER
@patrickpij
l
ORHUN LAGERFELD
WHO IS OUR
CUSTOMER?

8. 14-10-16
8
WHAT IS THEIR
PROBLEM?
WE FIRST
STARTED TO
INNOVATE
a consumer
eco system
water &
resourcescommunication
design waste
finally things connect!
Q&A
montage
manual
knowledge
desk
certificates &
education
job
central
order
central
personal
contact point
montage
manual
plumber
central
AMCO
AMCO

9. 14-10-16
9
WHICH ONE
YOU FALL
IN LOVE
WITH?
?
1. online
2. 3D printing
3. direct
4. plumber
HOW CAN
YOU TEST
YOUR
ASSUMPTI
ONS?
?
SAFA
RI!
ROLA
ND
TRAVEL GUIDE
SUAT
OBSERVER/
INTERVIEWER
OYKU
OBSERVER/
NOTE-TAKER
WATCH
FIRST
THEN ASK
LOOK
FOR
NEEDS
NOT
SOLUTIONS
RECOR
D
THE OBVIOUS

10. 14-10-16
10
DAY 1
MECHANICAL
CONTRACTORS
DAY 2
INSTALLERS
DAY 3
DISTRIBUTORS

11. 14-10-16
11
=
CONTRACTORS ARE
NOT CUSTOMERS
IT IS NOT
ABOUT
ONLINE
QUALITY WAS
NOT GOOD
IT IS ABOUT
EDUCATION

12. 14-10-16
12
DISTRIBUTI
ON
IS KEY
WAVIN
PILSA
ACADEM
Y
IDEATE
UNDERSTAND
VALIDATE
PROTOTYPE
MEET SCOTT
NEVER WON A FIGHT…

13. 14-10-16
13
HIS IDEA…
TO MAKE SERIOUS
MONEY…
WITH AN APP…
AN IDEA
HAS ZERO
VALUE
@patrickpij
l
YOU START DRINKING WITH
YOUR FRIENDS
@patrickpij
l
YOU WANT TO PAY AND
LEAVE…

14. 14-10-16
14
SO THIS WAS HIS IDEA…
PAY AT THE BAR WITH AN
APP
SO WHERE
TO START?
?
IT IS NOT
ABOUT
THE
PRODUCT
@patrickpij
l
IT IS
ABOUT THE
BUSINESS
MODEL!
!

15. 14-10-16
15
WHAT DOES
#1ST
BUSINESS
MODEL
LOOK LIKE?
? © www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationshi
p
Customer
segments
Key
resources
Cost
structure
Revenue
streams
Channels
Business Model Onetab #1
Develop &
maintain app Drinkers
App stores
App
download
fees
People
App
developm.
Social media
Really cool
app for
buying drinks
Dev Team
WHAT IS
OUR KEY
ASSUMPTIO
N HERE?
?
DRINKERS WANT
TO PAY
99c FOR AN APP
TO BUY BEERS

16. 14-10-16
16
WHAT THEY
LEARNED…
CREDITCARD
HANDLING IS A PAIN IN
THE ASS!
WHAT DOES
#2ND
BUSINESS
MODEL
LOOK LIKE?
? © www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationshi
p
Customer
segments
Key
resources
Cost
structure
Revenue
streams
Channels
Business Model Onetab #2
Develop
customer
base
Drinkers
App stores
Pay per use People
App
developm.
Social Media
Keep the night
moving, no
worries about
paying
Marketeers &
Dev Team
ONE TAB APP
Faster order
process &
more sales
Staff
Free App store
fees
POS soTware
provider (H&L
Australia)
Develop &
maintain app

17. 14-10-16
17
WHAT
ABOUT
DISTRIBUTIO
N
?
© www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationshi
p
Customer
segments
Key
resources
Cost
structure
Revenue
streams
Channels
Business Model Onetab #3
Develop
customer
base
Drinkers
Point of Sales
Cash Register
Pay per use People
App
developm.
Social Media
Keep the night
moving, no
worries about
paying
Marketeers &
Dev Team
ONE TAB APP
Faster order
process &
more sales
Staff
Free App store
fees
POS soTware
provider (H&L
Australia)
Develop &
maintain app
WHAT DOES
THE NEXT
BEST
BUSINESS
MODEL
LOOK LIKE?
?
POWER OF DATA.
“IN GOD WE TRUST. FOR EVERYTHING
ELSE THERE’S DATA.”
`
SECURED INVESTMENT

18. 14-10-16
18
DESIGN
FOR
STRATEG
Y
MEET SCOTT
RALPH
HAMERS
CEO ING
DOROTHY
HILL
VP STRATEGY
ING

19. 14-10-16
19
DESIGNERS
UNITE!
`
DESIGNABETTERBUSINESS.C
OM
PATRICK
VAN DER PIJL
CEO Business Models Inc.
Author Design a Better Business
Producer Business Model
Generation
patrick@businessmodelsinc.com