The document discusses using business model innovation to preserve cultural heritage and make it broadly accessible through digitization. It provides an example of a project that made 400 photos from a national archive available on Flickr to reach a larger audience and create user participation through social tagging. The document compares the old and new business models using the Business Model Canvas framework. In the new model, the content was open on the internet, allowing for a platform, technology, and social tagging. This increased relevance and earning capacity through sponsorship, printing on demand, affiliates, and advertisements. The document advocates combining knowledge and expertise to assess which business model innovations make sense using the "Hedgehog Concept" of focusing on one's strengths.

1. Business Model Innovation
Cultural Heritage
BMI knowledge fair june 19 2009

2. The Cultural
Heritage sector aims
to preserve our
heritage and make it
broadly accessible

3. Digitization is a
powerful tool to reach
those goals and create
added value. But
what’s the right
business model?

4. We picked up the canvas and got to work

5. Here’s an example...

6. The project made 400 photo’s of the National
Archive available on Flickr- The Commons

7. Why?

8. Why? Reach a larger
audience

9. Why? Reach a larger
audience
create user-participation

10. Why? Reach a larger
audience
create user-participation
(through social tagging)

11. Here’s how this
mapped out on the
canvas:

12. The ‘old’ model looked something like this

13. The ‘old’ model looked something like this

14. The ‘old’ model looked something like this

15. The ‘old’ model looked something like this

16. The ‘old’ model looked something like this

17. The ‘old’ model looked something like this

18. The ‘old’ model looked something like this

19. Cost structure is
clear. Value creation is
subsidized

20. In the new model things had
drastically changed

21. Open Content
In the new model things had
drastically changed

22. Open Content
In the new model things had
drastically changed

23. Open Content
Platform
In the new model things had
drastically changed

24. Internet
Open Content
Platform
In the new model things had
drastically changed

25. Technology
driven
Internet
Open Content
Platform
In the new model things had
drastically changed

26. Technology
driven
Internet
Open Content
Platform
In the new model things had
drastically changed

27. Technology
driven
Internet
Open Content
Platform
In the new model things had
drastically changed

28. Technology
driven
Internet
social tagging
Open Content
Platform
In the new model things had
drastically changed

30. Results: >1 million page views

31. We have just regained
relevance!

32. Results: >2000 comments
We have just regained
relevance!

33. We have just regained
relevance!

34. Results: >14000 tags
We have just regained
relevance!

35. We have just regained
relevance!

36. With increased relevance
(= value creation) comes
earning capacity

37. Subsidy
Sponsoring
Printing on demand Affiliates
Advertisements
Community donations
Freemium

38. ‘Great! We now have a grip on
the ‘what’, ‘who’ and ‘how’ of
business moddeling...’

39. ‘But it does not yet give me an
answer on ‘why’ I am doing
this...’

40. ‘The world around me changes
rapidly. I have an abundance of
challenges and opportunities to
face!’

41. ‘I need an instrument to assess
which business model innovation
makes sense for me’
=

42. Perhaps if we
combine knowledge
and expertise we Mike Overdijk
will find some JAM Visual thinking
answers...
Jim Collins
Author ‘Good to Great in the social sector’

43. "The fox knows many things, but the hedgehog
knows one big thing- Archilochus"

49. = mash up of the ‘Hedgehog Concept’
applied to cultural heritage

50. Why
Has the Hedgehog found a home?

51. Why
Has the Hedgehog found a home?

52. Knowledgeland 2008
Harry Verwayen: hv@kl.nl
Aknowlegdments
Mundo Resink (drawings and insights): mundo@mundoresink.nl
Mike Overdijk (Hedgehog drawings): mike@visualthinking.com
Jim Collins: author ‘Good to Great in the social sector
Bud Cadell: author ‘whatconsumesme’
Archilochus: hedgehog and the fox parable
Alex Osterwalder: The BMI Canvas