2. 2
Global BI
Telefónica S.A.
Our plan
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OctSepAgo
6. Stock Market Insight
5. Media
7. Customer Insight
4. Telco
Activities
1# business modeling
3. Social media & advertising
#4 Final brief
Business plan activity
2. Digital business models
Written test
1. Introduction
8. Trends
Topics
#2 & #3: comm & rev stream
3. 3
Global BI
Telefónica S.A.
General structure
1.News
2.Concepts + real examples
3.Customer insight
4.Mini groupal or individual case to solve in class
And most important: interactive participation!!
4. 4
Global BI
Telefónica S.A.
Session #4 - Agenda
1.News (non MECE!)
2.Key concepts overview_
3.Business modeling
4.Activity: business elevator speech
7. 7
Global BI
Telefónica S.A.http://www.businessinsider.com/samsungs-smart-watch-2013-8
Now, unlike Microsoft, Apple isn’t selling an
inferior product. But it’s selling products
that are little if any better than competitors,
at premium prices. How can it do that? Again,
network externalities: mainly a much deeper
bench of apps, or so I’m told (I actually don’t
use many).
So how do the prospects for Apple’s reign look
compared with those of Microsoft? Let’s not
forget that Microsoft is actually an incredible
success story — it maintained its PC lock for
decades, and in fact still retains that lock
today; it’s just that the market is changing. My
casual impression is that Apple’s lock isn’t
nearly as secure, in part because it’s
relying on the loyalty of individual
customers — in contrast to Microsoft,
which was largely relying on the loyalty of
corporate IT managers, who are inherently
more conservative.
8. 8
Global BI
Telefónica S.A.
Session #3 - Agenda
1.News (non MECE!)
2.Key concepts overview_
3.Business modeling
4.Activity: business elevator speech
11. 11
Global BI
Telefónica S.A.
1
Capabilities
2
Value proposition
3
Delivery
A business model is about…
11
Assets: know how, goodwill,
machinery, etc
What, how much and to whom
Production, supplier,
communication, channels, etc
What you have.
What you
offer
How you do it
12. 12
Global BI
Telefónica S.A.
Seven Digital (and not so digital) revenue sources 2 Value
proposition
1
2
3
4
5
6
7
Asset selling / E-Commerce
Brokerage / Auction
Advertising (direct & indirect)
Subscription / Usage fee
Revenue Sharing
Subsidy (direct & indirect)
Freemium
Not exclusive
at all!!!
13. 13
Global BI
Telefónica S.A.
Session #3 - Agenda
1.News (non MECE!)
2.Key concepts overview
3.Business modeling_
4.Activity: business elevator speech
14. 14
Global BI
Telefónica S.A.
Opening a (digital) business model in 3 (+1)
Business model
1.Capability
2. Value
proposition
3. Delivery
What you have
ASSET_
What you offer
How you offer
•know how,
•good will,
•machinery,
•patent,
•customer insight,
• IT: platform
•Product / Service
•Pricing strategy
•Bundling scheme
•Suppliers,
•partners,
•production,
•communication (social media),
•HHRR,
•channel / distribution,
•Customer relationships,
•business intelligence
4. Financing!
15. 15
Global BI
Telefónica S.A.
Opening a (digital) business model in 3 (+1)
Business model
1.Capability
2. Value
proposition
3. Delivery
What you have
ASSET_
What you offer
How you offer
•Product / Service
•Pricing strategy
•Bundling scheme
•Suppliers,
•partners,
•production,
•communication (social media),
•HHRR,
•channel / distribution,
•Customer relationships,
•business intelligence
4. Financing!
•know how,
•good will,
•machinery,
•patent,
•customer insight / BI
• IT: platform
18. 18
Global BI
Telefónica S.A.
Opening a (digital) business model in 3 (+1)
Business model
1.Capability
2. Value
proposition
3. Delivery
What you have
ASSET_
What you offer
How you offer
•Product / Service
•Pricing strategy
•Bundling scheme
•Suppliers,
•partners,
•production,
•communication (social media),
•HHRR,
•channel / distribution,
•Customer relationships,
•business intelligence
4. Financing!
•know how,
•good will,
•machinery,
•patent,
•customer insight,
• IT: platform
24. 24
Global BI
Telefónica S.A.
Opening a (digital) business model in 3 (+1)
Business model
1.Capability
2. Value
proposition
3. Delivery
What you have
ASSET_
What you offer
How you offer
•know how,
•good will,
•machinery,
•patent,
•customer insight,
• IT: platform
•Product / Service
•Pricing strategy
•Bundling scheme
4. Financing!
•Suppliers,
•partners,
•production,
•communication (social media),
•HHRR,
•channel / distribution,
•Customer relationships,
•business intelligence
25. 25
Global BI
Telefónica S.A.
Decliv
e
MadurezDesarroll
o
CrecimientoStart-Up
FCF
Ingresos
Ciclo de vida de financiamiento
Necesidades de
CAPEX
Dividendos
Autofinancia-
miento
Financiamiento
externo
Acción de
financiamiento
Baja / Medias
No
Nulo
Conseguir socios
pequeños
Angel Investor / socios /
prestamos desarrollo
Alta
No
Bajo. Reinversión total
Conseguir
socios grandes.
IPO
Venture Capital
Muy alta
Nulos / muy
bajos
Alto. Reinversión total
Emisión de acciones.
Incursión en deuda
Acciones ordinarias /
mercado
Media.
Manutención
Altos
Alta / Media. Depende
de expectativas
Emisión de
deuda
Deuda
Baja / nula
Altos
Bajo / Nulo
--
Recompra de
acciones
29. 29
Global BI
Telefónica S.A.
•An investor invest
in the entrepreneur
•A boss supports
delivery
•People trust in
facts
At the end of the
day it’s delivery /
execution
30. 30
Global BI
Telefónica S.A.
Session #3 - Agenda
1.News (non MECE!)
2.Key concepts overview
3.Business modeling_
4.Activity: business elevator
business
31. 31
Global BI
Telefónica S.A.
Digital Business course: Integral work phase 1
•Deadline: Sept 3rd.
•It has to be sended to asalevsky@gmail.com /
jmcascone@gmail.com
•What to do: create a business using the digital
environment
•1. New start-up
•2. New business inside a well known company
•3. NPO
•Stage 1 must include:
•Business general description
•Business model analisys: must cover 1.
capabilities, 2. value proposition and 3. delivery
•A PowerPoint presentation is mandatory and a
Word document is optional
32. 32
Global BI
Telefónica S.A.
Creating your Business Elevator speech
Discuss with your team and create the digital business model that you will develop
during the course.
1. A new business (start-up)
2. A new business inside a known company (corporate entrepreneurship)
3. A NPO using the digital environment
(Note: it can be changed during next week)
You have 5 min to work and then present to your peers in 45’’ your idea
33. 33
Global BI
Telefónica S.A.
Contact us!!!!
•BLOG:
www.digitalbusinessuca.wordpress.com
•Mail: asalevsky@gmail.com /
jmcascone@gmail.com
•Twitter: @alesalevsky
