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INNOVATE
LIKE
START-UPS
Keynote	
  Patrick	
  van	
  der	
  Pijl	
  
Turkish	
  Innova7on	
  Week	
  Istanbul,	
  	
  
Tur...
YOU CAN 
DESIGN
BUSINESS
@patrickpijl
Execute
Corporate
Search
Experiment
Forecast
Plan
Learn
NEW TOOLS "
NEW SKILLS
NEW MINDSET
John Maeda
YOUR NEXT CEO
IS A DESIGNER
STUFF THAT "
DOESN’T WORK
STUFF THAT "
DOES WORK
INTRODUCTION
WE WANTED TO
DISRUPT THE
PUBLISHING
INDUSTRY
USD
24
USD
36
USD
54
USD
81
USD
243
OVER 1 MILLION SOLD
30 TRANSLATIONS
WHY IS
BUSINESS MODELING
SO POPULAR?
UNFORESEEN
TURBULANCE IS A
CONSTANT FEATURE
IN OUR WORLD
Source:	
  Moments	
  of	
  Impact	
  
VUCA WORLD: VOLATILITY,
UNCERTAINTY, COMPLEXITY,
AND AMBIGUITY
Source:	
  Moments	
  of	
  Impact	
  
Source:	
  Moments	
  of	
  Impact	
  
LIKE AN AMUSEMENT PARK:
FULL OF THRILLING RIDES.
NOT ALL OF THEM ARE FUN…
THE WORLD HAS
CHANGED
IN PUBLISHING
FROM THIS…
TO KINDLE.
IN TRAVELING
FROM THIS…
TO TOM TOM.
IN PRODUCTION
FROM THIS…
TO TECHSHOP.
IN PUBLIC
TRANSPORT
FROM THIS…
TO UBER.
IN OWNERSHIP
FROM THIS…
TO BMW DRIVENOW.
IN RETAIL
FROM THIS…
TO AMAZON…
IN MUSIC
FROM THIS…
TO STREAMING
THE RULES OF
BUSINESS HAVE
CHANGED.
ONE SINGLE
QUESTION
WHERE IS
VALUE
CREATED?
NEW TOOLS "
NEW SKILLS
NEW MINDSET
THE BUSINESS
MODEL CANVAS
A BUSINESS MODEL
DESCRIBES THE RATIONALE
OF HOW AN ORGANIZATION
CREATES, DELIVERS AND
CAPTURES VALUE.
CUSTOMER SEGMENTS
1
VALUE PROPOSITION
2
CHANNELS
3
CUSTOMER RELATIONSHIPS
4
REVENUE STREAMS
5
KEY RESOURCES
6
KEY ACTIVITIES
7
KEY PARTNERS
8
COST STRUCTURE
9
CUSTOMER SEGMENTSKEY PARTNERS
COST STRUCTURE REVENUE STREAMSCHANNELS
CUSTOMER RELATIONSHIPS
KEY RESOURCES
VALUE PROPOSITIO...
© www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Ke...
“WE’RE GOING TO PROVIDE
MUSIC TO EVERYONE (ANY
TIME, ANY PLACE) IN A LEGAL
WAY”
© www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Ke...
© www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Ke...
STUFF THAT "
DOESN’T WORK
WANNA SELL
ELECTRIC CARS?
GO TO ISRAEL!
GASOLINE
7,50 A GALLON
SHAI AGASSI
NEW ECOSYSTEM
A BATTERY
SWAPPING
SYSTEM
THEY LOST
THE GAME…
850
HOW IT ALL
STARTED…
2007
END THE
GLOBAL
INDUSTRY
DEPENDENCE
ON OIL
HSBC, Morgan
Stanley, GE &
Israel Corp.
UNIQUE BUSINESS MODEL!
100.000 CARS PRODUCED
5 MINUTES ONLY!
SEPARATE THE BATTERY
AUTOMATED SWITCH STATIONS
SOLUTION
BAIT AND HOOK MODEL
REDUCED CAR PRICE
CHARGE
MONTHLY FEE
WHAT WENT
WRONG?
NO HELP
(SUBSIDY) FROM
ISRAEL
BETTER PLACE
ASSUMED
COMPATIBLE CAR
PRODUCTION BY
OTHER BRANDS
THE FLUENCE
NEW
TECHNOLOGY +
NEW BUSINESS
MODEL
SWAPPING DOES
NOT MAKE ANY
SENSE
SO, WHAT
EXACTLY IS THE
PROBLEM WE
ARE SOLVING?
QUESTION
How do start-ups use the
business model canvas
and value proposition
canvas?
A START-UP: ONETAB
ONETAB AUSTRALIA
MEET SCOTT
NEVER WON A FIGHT…
THEIR IDEA WAS…
TO MAKE SERIOUS MONEY
WITH AN APP
WATCH OUT FOR 
PIVOTS
AN IDEA"
HAS
ZERO VALUE
WHY?
BECAUSE HE "
HAD A BIG PAIN
YOU HAVE DRINKS WITH
YOUR FRIENDS
AND WHEN YOU ARE
DONE…
YOU WANT TO LEAVE
BUT THE PUB STARTED
FILLING UP…
SO THIS WAS HIS IDEA
PAY AT THE BAR WITH AN APP
SO WHERE TO
START?
QUESTION
Where would you start?
What would be your next step?
WHO IS MY CUSTOMER?
WHAT IS "
HIS/HER PAIN?
DISCOVER "
YOUR CUSTOMER
EXACTLY!
THEY VISITED "
40 PUBS
AND FOUND THE"
TOP 4 PAINS
1. BAD SERVICE"
2. BILL SETTLEMENT"
3. CARD LOST"
4. TRANSPORT
SO WHAT "
IS NEXT?
WATCH OUT!
`	
  
FEATURITIS!
"
YOU NEED TO FIND"
THE MINIMUM VIABLE
PRODUCT
SO WHAT "
IS NEXT?
IT IS NOT ABOUT"
THE PRODUCT
IT IS NOT ABOUT"
THE SERVICE
"
IT IS ABOUT THE
BUSINESS MODEL,
STUPID!
QUESTION
What would the business model
options look like for Onetab?
Think about 3 different business model
options for On...
WHAT DOES THE"
#1st BUSINESS MODEL"
LOOK LIKE?
© www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Ke...
WHAT IS OUR"
KEY ASSUMPTION
HERE?
DRINKERS WANT"
TO PAY 99c FOR AN
APP TO BUY BEERS
WHAT THEY
LEARNED…
CREDITCARD	
  
HANDLING	
  IS	
  A	
  PAIN	
  
IN	
  THE	
  ASS!	
  
THEY MAKE LIFE
EASIER FOR BOTH
WHAT DOES IT"
LOOK LIKE?
WE NEED TO DESIGN"
A VALUE PROPOSITION
FOR VENUES TOO
WHAT DOES THE"
NEXT BUSINESS MODEL"
LOOK LIKE?
© www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Ke...
BUT WHAT ABOUT
DISTRIBUTION?
WHAT DOES THEIR"
NEXT BEST MODEL"
LOOK LIKE?
POWER OF DATA. 
“IN GOD WE TRUST. FOR EVERYTHING"
ELSE THERE’S DATA.”
`	
  
SECURED INVESTMENT
`	
  
CELEBRATION!
MANUFACTURER
FROM EUROPE
A CORPORATE: WAVIN/Pilsa
MEET ORHUN ÇAPANOĞLU
QUESTION
LOOKED AT THE
NUMBERS
WROTE THE PLAN
WHAT THEY
WANTED?
WHO IS OUR
CUSTOMER?
WHAT IS THEIR
PROBLEM?
WE FIRST STARTED
TO INNOVATE
ONLINE
3D PRINTING
DIRECT TO
CONSUMER
a consumer
eco system
water &
resourcescommunication
design waste
finally things connect!
HELP THE "
PLUMBER
Q&A
montage
manual
knowledge
desk
certificates &
education
job
central
order
central
personal
contact point
montage
manual
...
QUESTION
Which one do you fall in
love with?
1 – online"
2 – 3D printing"
3 – direct"
4 - plumber
HOW CAN YOU "
TEST YOUR
ASSUMPTIONS?
LET’S GO ON
SAFARI!
ROLAND
TRAVEL GUIDE
SUAT (ISTANBUL)
OBSERVER
INTERVIEWER
OYKU (ISTANBUL)
OBSERVER
NOTE-TAKER
WATCH FIRST,
THEN ASK
LOOK FOR NEEDS,
NOT SOLUTIONS
RECORD THE
OBVIOUS
OUR EYES OUR EARS
CAMERA NOTEBOOK AND PEN
DAY 1"
MECHANICAL
CONTRACTORS
DAY 2"
INSTALLERS
ONE OF
CETIN’S
TEAMS
(2 PEOPLE) IS
WORKING IN
THIS
DAY 3"
DISTRIBUTORS
TO SUMMARIZE
WHAT WE LEARNED
CONTRACTORS ARE NOT CUSTOMERS
IT’S NOT ABOUT ONLINE…
QUALITY WAS BAD…
IT’S ABOUT EDUCATION!
DISTRIBUTION IS KEY!
CONFIDENTIAL	
   214	
  
CONFIDENTIAL	
   215	
  
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   216	
  
AMCO
CONFIDENTIAL	
   217	
  
CONFIDENTIAL	
   218	
  
CONFIDENTIAL	
   219	
  
THE WAVIN PILSA ACADEMY
TO SUMMARIZE
USE TOOLS"
DEVELOP SKILLS
THIINK LIKE A
DESIGNER!
FIND"
REAL PAIN"
FROM CUSTOMERS
SOLVE PROBLEMS"
FOR MANY
BUILD SCALE!
GET YOUR
BUSINESS MODEL
RIGHT!
JFDI YOURSELF!
IN PUBLIC TRANSPORT
IN PUBLIC TRANSPORT
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