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2016 Training / kursus BUSINESS MODEL INNOVATION

mso@ilab.dk
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Sputnik5 by Innovation Lab

on 15 January 2016

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Transcript of 2016 Training / kursus BUSINESS MODEL INNOVATION

Typer af forretningsmodeller:

Markedsplads

Connection Platform

Freemium

Direct sales

Abonnement
Martin Schorling
Innovation Lab
mso@ilab.dk
52 30 20 55

AGENDA
HVORFOR: BUSINESS MODEL INNOVATION

HVORDAN: BUSINESS MODEL CANVAS
BUSINESS MODEL INNOVATION
BUSINESS MODELING
where is your innovation-focus right now?
this means:
we need to develop our business faster, open, and more agile
hvem er vores kunder?
har vi forskellige målgrupper?
hvad er deres behov?
hvem skaber vi værdi for?
mass-marked?
segmenteret?
diversificeret?
niche?
hvad tilbyder vi kunderne?
hvilken værdi skaber vi?

hvad værdsætter kunderne?

unikke produkter/services?
brand?
sikkerhed?
adgang?
???
hvordan når vi vores kunder?
hvordan leverer vi til dem?
personlig?
www
direkte/indirekte?
hvad er jeres relation til kunden?

personlig?
www?
klub?
???
hvad/hvordan betaler kunderne for?

hvor tjener I pengene?
fee?
abonnement?
micro-betaling?
hvad er jeres nøgleressourcer?

materiel?
personer?
??
hvilke aktiviteter gør I?
hvordan bruger I ressourcerne?
produktion?
udvikling?
platform?

hvilke partnerskaber har I?
hvem er I afhængige af? og vice versa
hvor/hvordan bruger I penge?
OMKOSTNINGER
PARTNERE
AKTIVITETER
RESSOURCER
INDTÆGTER
KUNDERELATIONER
VEJEN TIL KUNDERNE
VÆRDIFAKTORER
KUNDERNE
customer
relationships
customer
segments
revenue
streams
key resources
key partners
key activities
channels
value
propositions
cost structure
BMC STEP BY STEP
Definition:
A business model describes the rationale of how an organization creates, delivers, and captures value

(economic, social, cultural, or other forms of value).
product/service
innovation
vs.
Business Model Innovation!
your BM
the INNOVATIVE
BM
Traditional innovation:
Adjacent business models
Eksempler
Bait & Hook
Freemium
Connection
platform
ACTIVITY:
Alternative Business Models !
Den PERFEKTE forretningsmodel
Economic Logic:
Selling one product at a loss or at a very low margin
to enable selling volumes of another higher margin product.
Economic Logic:
Giving away a basic version of your product to the majority of users
while offering one or more Premium versions to paying users.
Economic Logic:
Connecting two or more groups of either buyers or vendors
of a certain product/service at a small transaction fee per interaction.
One-time transaction:
Continuous transactions:
YOU
YOUR
CUSTOMER
Need:
Very good
shave !
Razor
handle...
Blades !
Segment:
Males,
16-99 years
Retail
stores
WW
Patented
lock
mechanism
Brand
value
YOU
CUSTOMER group 1
CUSTOMER
group 2
Segment:
Consumers
w. internet
connection
Need:
Free VoIP
Segment:
Businesses
Need:
Advanced
VoIP, e.g.
video conf.
Free VoIP
Internet +
software
install
Video conf.,
Screen
sharing,
security, etc.
YOU
CUSTOMER group 3
CUSTOMER group 1
CUSTOMER group 2
Segment:
Consumers
age 8-70
Segment:
Businesses
Need:
An online
meeting
place
Need:
Effective
advertising
Social media
platform
Consumer
behavior
knowledge
one-to-one
market com-
munication
Platform
development
+ mainte-
nance
Maintaining
software +
network
Marketing
communi-
cation
Retail
partnership
management
Find more resources at:
www.businessmodelgeneration.com
Ask yourself:
?
is my BM delivering REAL value?

is my BM solving a REAL problem?

is my BM scalable?

1: start with defining the problem you want to solve
2: develop your idea
3: BMC
4: PIVOT!
by Alexander Osterwalder & Co.
Find more resources at:
www.businessmodelgeneration.com
Business Model Canvas
Business Model DNA
?
kortlæg din nuværende BM
præsenter din BM
CHALLENGE #2
"THERE'S NO BUSINESS LIKE CO-BUSINESS"
products?
services?
channels?
customers?
??
Business Model Canvas (BMC) er et værktøj til:

at prototype dine forretningsidéer

at udvikle din eksisterende forretning

at kommunikere din forretning og værdiskabelse
....eller med andre ord
CHALLENGE #1
YOU JUST LOST ALL YOUR EXISTING CUSTOMERS
afslutning:
hvad BMC kan
USer empathy
links
VP canvas
lean startup
Vi skal innovere og udvikle hurtigere
Automatiseret bottom-up
Brug BMC til at prototype og udvikle din forretning

Gør det løbende
Andre værktøjer:

Lean canvas
User empathy map
Lean Startup
Hackathons
Value Prop Canvas
mso@ilab.dk

www.innovationlab.dk
new partnerships
+
kunder
brugere
borgere
gæster
osv
Source: IBM Global CEO Study 2006

Benefits cited by business model innovators

why Business Model Innovation?

why Business Model Innovation?

Patent
1. tool for describing and prototyping
your business

2. tool for innovative creation of
competitive advantage

3. an ONGOING process
The Business Model Canvas is a:
BM GAME-CHANGERS
INSPIRATION
"Access over ownership"
Udsigt til isbjerge ville jeg gerne betale mere for...
hit series
hit actor
hit producer
(se7en, fight club etc.)
crowd-funding
BIG data @ netflix = disruption^2
hvad kan du bruge i din forretningsmodel?

hvilke elementer kan inspirere dig?
KickStarter
Funding til din idé

+

Salg af din idé på prototypeniveau
automatisk
www
iværksættere

forbrugere
(first movers)
% af fundingen
NETFLIX
On-Demand
film + serier
flat rate


all digital platforms
tv-viewers

content providers


digital
abonnementsbetaling
own productions
Soil IQ
lokal og real-time måling af jord- og vejrtilstand
private og mindre landbrug


Udviklingslande
finansieret gennem partnere
direkte
partnere
Orange Telecom
åben innovation?
digitale platforme?
crowd-udvikling?
crowd-finansiering?
eksempler
gamification
content providers
"Change is the only constant!"

Agilitet bliver det 21. århundredes
vigtigste evne!

Change is the only constant!
Højest profitmargen af ALLE retailbutikker i Japan:
3x daglig vareleverance
Big Data om:
Vejret og temperaturen = salg sidste år/historisk
Events i byen = heat maps (brug af telefoner)
= markedsforståelse i REALTID = STOR profit!
hvad betyder det for jer?
Nest
”We added 70 features that we never imagined”
”We are getting close to 1% of US homes. But we have only been in existence for 22 months”
”We have seen our products in 90 countries where we don’t sell nest! We are just following consumption”
”We just launched a developer program – to bring more products into connectivity. We did this, because we can not produce everything ourselves”
”72% of fire related deaths in the UK are down to bad design! People tear smoke alarms off the ceiling because it is ANNOYING!”
”We were able to move 6% of energy consumtion outside of peak hours for 10,000 homes”
What big data and great design can do:
”We are going from being a learning thermostat company to being a energy services company”
Agile
Open
Social
Real time
Bottom-up
Transparent
Low barriers
Feedback looped
Non-hierarchical
Entrepreneurial based

The company DNA of success has too:
https://bmfiddle.com
http://lienzo.biz
https://strategyzer.com/build
http://leanstack.com/

WHO WE ARE
EST. 2001
International outlook – technological insight. Since 2001, we have established an international network comprising close to 2500 connections within worldwide research, product development and entrepreneurship.

This network operates as our "antenna association" providing us with a broad perspective of the scope of emerging technologies, of their potential, and of who has advanced the furthest and with what. Such an overview supplies us with a quite precise impression of what will be stirring in 3-5 years which is the time span right now on the drawing boards of research and development departments.
GLOBAL NETWORK
Preben Mejer, Co-founder
Mads Thimmer, CEO
FOUNDED BY PIONEERS OF TECH, DIGITALIZATION & INNOVATION
BERGEN
COPENHAGEN
AARHUS
STAVANGER
+ Dubai, UAE
TECH & TREND SCOUTING
WEB + DIGITAL DEVELOPMENT
CONCEPT & PRODUCT DEVELOPMENT
PRETO- & PROTOTYPING
INNOVATION CULTURE
OPTIMIZATION
TRAINING & DEVELOPMENT
NEW WAYS OF WORKING
STRATEGIC HAPPINESS
HQ 2.0
INNOVATION MANAGEMENT
TREND SCOUTING
BUSINESS ANTHROPOLOGY
CUSTOMER JOURNEY & NEEDS
PERSONAS
USER-DRIVEN INNOVATION
BUSINESS MODEL INNOVATION
IDEATION
CO-CREATION
OPEN INNOVATION
BIOMIMETICS
THE DIGITAL ORGANIZATION
PRODUCT & CONCEPT DEVELOPMENT
WEB & GRAPHICS
IBEACON
IDEA & INNOVATION MANAGEMENT
DIGITAL
STRATEGY &
BUSINESS MODEL
USERS
ORGANIZATION
TECHNOLOGY
OUR EXPERTISE: DIGITALIZATION & INNOVATION
CONSULTING, KEYNOTES, FACILITATION, TRAINING, DIGITAL CONCEPT DEVELOPMENT
WHAT WE FANCY RIGHT NOW
SHARING-ECONOMY
GAMIFICATION
IOT
HQ
INNOVATION CULTURE & ORGANISATION
LAB AGENTS
THE CODE
see challenges as opportunities

understand the user

seek external inspiration

stay updated

change is constant

build the right it before you build it right

ideas are cheap

just fucking do it....
EXPLORERS
G33K$
ENTREPRENEURS
DESIGNERS
INNOVATORS
PROVOCATEURS
COOKS
TRAVELLERS
DREAMERS
ROCKERS
LEARNERS
INVENTORS
FACILITATORS
Martin
Business development Engineer
Master of Management
Iværksætter
Likes: Fly-mad

Strategy Lead @ Innovation Lab
DIGITALIZATION & OPTIMALIZATION OF SAFETY-PROCESSES USING CUTTING EDGE MOBILE TECHNOLOGY
DEVELOPMENT OF NEW HEALTH-SAFETY-ENVIRONMENT (HSE) TRAINING USING GAMIFICATION AND DIGITAL TOOLS
HACKATHON @ MUSEUM JORN:
inviting 50 people to innovate on the new museum experience
#IDEATION #CONSULTING #PRODUCT DEVELOPMENT #PRETOTYPING
#IDEATION #CONSULTING #PRODUCT DEVELOPMENT #PRETOTYPING
#IDEATION #CONSULTING #PRODUCT DEVELOPMENT #PRETOTYPING #HACKATHON
Our work defines us
DENMARK
IRELAND
JORDAN
INDIA
SINGAPORE
MALAYSIA
WORLD'S FIRST MUSIC-STORE (3 MONTHS BEFORE iTUNES)
TRAINING ENTREPRENEURS IN JORDAN
+ TRAINING ENTREPRENEURS IN:
DESIGNING THE ORGANISATION: MAKING KRIFA THE DIGITAL DISRUPTER
Besøg hos verdens mest innovative virksomheder
TECH & TREND SCOUTING
WEB + DIGITAL DEVELOPMENT
CONCEPT & PRODUCT DEVELOPMENT
PRETO- & PROTOTYPING
INNOVATION CULTURE
OPTIMIZATION
TRAINING & DEVELOPMENT
NEW WAYS OF WORKING
STRATEGIC HAPPINESS
HQ 2.0
INNOVATION MANAGEMENT
TREND SCOUTING
BUSINESS ANTHROPOLOGY
CUSTOMER JOURNEY & NEEDS
PERSONAS
USER-DRIVEN INNOVATION
STRATEGY
BUSINESS MODEL INNOVATION
IDEATION
CO-CREATION
OPEN INNOVATION
BIOMIMETICS
THE DIGITAL ORGANIZATION
PRODUCT & CONCEPT DEVELOPMENT
WEB & GRAPHICS
IBEACON
IDEA & INNOVATION MANAGEMENT
DIGITALIZATION
BUSINESS MODEL
USER
ORGANIZATION
TECHNOLOGY
FROM INDUSTRIAL TO DIGITAL. STAY RELEVANT
DIGITALIZATION & OPTIMALIZATION OF SAFETY-PROCESSES USING CUTTING EDGE MOBILE TECHNOLOGY (DONG Thermal Power)
IP FIREFIGHTER - WEARABLE 1.0
#IDEATION #CONSULTING #PRODUCT DEVELOPMENT #PRETOTYPING
Our work defines us
WORLD'S FIRST DIGITAL "all-you-can-eat" MUSIC-STORE (3 MONTHS BEFORE iTUNES)
Business development engineer
Master of Management
Serial entrepreneur
Likes: Airplane food
Dislikes: Shaving (at the moment)
DESIGNING THE ORGANISATION: MAKING KRIFA THE DIGITAL DISRUPTER
Martin Schorling
Senior Lab Agent & Strategy Lead @ Innovation Lab
International insights
FARVEL TIL DEN INDUSTRIELLE VERDEN
"Everything that can be invented, has been invented"

Charles H Duell, US Patent Office Commisioner 1899
fra 75 til 15 år
A new world
Fra industrialisering til digitalisering
Lokal
Ejerskab
Lukket
Envejs
Udbud
...nye drivers = nyt mindset
= nye værktøjer & strategier
vs
During the next 25 years we will see more change than we have the past 5.000 years...
...hvad nyt?
... And what's around the corner?
3 b minds
wifi in space
space mining
tube for travel
IOT
Biohacking
Immortality?
Digitaliseringen forandrer ALT!
If you are an accountant;
Bitcoin will make accounting obsolete.

If you are in banking:
Facebook, Apple, Google, Snapchat is taking you business

If your are in the energy sector:
Elon Musk / Tesla is building batteries to power your house

If you are in computing;
by 2020 it will be cheaper to sequence your DNA than flushing your toilet.
“Unicorn Club” (by our definition, U.S.-based software companies started since 2003 and valued at over $1 billion by public or private market investors)
TECHCRUNCH, 2013
AGE OF THE UNICORNS
mindset matters (a lot)... what's yours?
1: "The only constant is change, and the rate of change is increasing"

2: Every industry will be (digitally disrupted)

3: Innovation happens in external settings

4: It's the most exiting time to be alive

5: Your mindset matters... (a lot). WHAT'S YOURS?
(Quirky kan gå fra idé til marked på 29 dage)
Perfektion er tegn på nedgang...
Global
Adgang
Åben
Tovejs
Efterspørgsel
GOOGLE LOON: INTERNET TO THE (3RD) WORLD
FACEBOOKS LASER-DRONES: INTERNET TO THE (3RD) WORLD
BTW... prices of drones:
from +100mUSD -> 50USD
most cars have somewhere between
5,000 and 6,000
parts. The Strati has just
49
, including its 3D printed body (the largest part), plus more traditional components like the motor, wheels, seats and windshield
3D PRINTING:
"WILL BE BIGGER THAN THE INTERNET"
GOOGLE CAR
A HOUSE PRINTED IN LESS THAN 24 HOURS
"Change will never be this slow again"
BMC arbejdsprincipper:
Brug rammerne som guide-lines hvor det giver mening

Mal uden for stregerne

Tag ikke andres forståelse for givet

Arbejd med forretningsmodellen kontinuerligt
Loyaliteten daler

Kunde-kendskab og fokus er den nye battleground

Salg sker ikke kun B2B, B2C, men og C2C og C2B2C

Produkter/services/teknologi er sekundær ift forretningsmodellen
BM Trends:

Abonnementer/flat-rate

Adgang-over-ejerskab

Data drevet

Platforme
If you are in data;
by 2020 we will have created 73.5 zettabytes of data (21 zeros).

If you are in transport;
The development of drones is accelerating at twice the speed of Moore’s law.

If you are in farming or retail;
in 3 years there will be nano fridges that can print broccoli.

If you are in pensions;
People will live to be 200 years.
*S&P 500
"Your brain is a lazy piece of meat"
Gregory Berns, neuroscientist
Den belønner vanetænkning og gentagelser....
We are emotionally attached to the existing world view & it's ideas
Question the existing, constantly leave own domain, meet new people
ANCHORING BIAS
You will often only consider information which confirms existing solutions
Re-test hypotheses, bring in outsiders to question, etc.
CONFIRMATION BIAS
Levetiden for virksomheder er gået fra 75 til 15 år
Need:
Very good
shave !
Razor
handle...
Blades !
Segment:
Males,
16-99 years
Retail
stores
WW
Patented
lock
mechanism
Brand
value
Marketing
communi-
cation
Retail
partnership
management
Patent
Need:
Very good
shave !
Razor
handle...
Blades !
Segment:
Males,
16-99 years
loyalitet
via abonnement

"nemhed"
Brand
value
Marketing
communi-
cation
dollar XYZ-club
WWW
shipping
abonnements-forretningsmodel
s
hvad kan I forære væk?
hvordan vil en abonnements-model se ud for jer?
hvordan vil en Premium model se ud for jer?
hvilke data har værdi i jeres forretning?
kan de bruges i salget?
har dataene værdi for andre parter?
products/services
business model
strategy
organization
purpose
hvem er kunderne?
nu og i fremtiden

Hvor godt kender du dem?

hvad er deres fremtidige behov?
hvordan skaber I loyalitet?
gør I det nemt for kunderne at handle med jer?
betaler kunderne for den egentlige værdi de får?
hvilket behov og problemer løser I for kunden?
Halv-bagt
?
Cykelhandleren
hvem er kunderne?

hvad er deres behov?
hvordan skaber I loyalitet?

hvad er jeres relation?
hvordan er jeres adgang til kunderne?
hvordan tjener i penge eller skaber værdi?

hvad betaler kunderne for?
hvad gør i for kunden? (for at løse deres behov)

hvilken værdi tilbyder I?

m hvilke produkter/services?
det I gør for at kunne skabe værdien
de ressourcer I bruger for at skabe værdien
de partnere som I bruger for at skabe værdien
hvad er jeres omkostninger?
S
M
L
nye idéer
operationelt:
kommunikation
Taktisk/strategisk:
fremtid
innovation
planlægning
Udbytte:
Grundlæggende forståelse for BM og Business Model Canvas
Hands-on
Inspiration fra innovative forretningsmodeller
Forretningsmodellen:

"beskriver hvordan I skaber
og leverer værdi"
service & abonnementer
menneskelig service i e-handel
BMC til nye forretningsidéer
l
"
...er internet helt uden kommerciel betydning.
"
"Kun tre procent af befolkningen har prøvet Internet, og det er næsten udelukkende 18-29 årige computer-freaks"
ELON MUSK: HYPERLOOP
570km med 1200 km/t
Pris på droner
fra +100mUSD -> 50USD
*S&P 500
Levetiden for virksomheder er gået fra 75 til 15 år
Prof. David Teece University of California, Berkley.
“Get the business model wrong, and there is almost no chance of success...”
"Any company can be described in 9 building blocks"
A. Osterwalder
Alt er tilgængeligt - alt/alle er connected
Prisen går ned (mod 0)
Performance går op
Information bliver skalérbart og tilgængeligt
Brugerne forventer 1:1 indfrielse af behov
Digitaliseringen forandrer ALT
Full transcript