8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

1/69

change is the process by whichthe future invades our lives-> Alvin Toffler

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

2/69

first of all: what are

YOUR concerns?(buzz groups)

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

3/69

what are YOUR biggest issues and fearsyou face in strategic management today?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

4/69

where do YOU see the largest opportunitiesto improve strategic management today?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

5/69

your expectations for today?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

6/69

what is innovation?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

7/69

tell me about the most important

innovations in your company

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

8/69

types of innovation?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

9/69

technology innovation

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

10/69

process innovation

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

11/69

product & serviceinnovation

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

12/69

business model innovation

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

13/69

four rings of innovation

business model innovation

product & service innovation process innovation

technology innovation

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

14/69

which one of your examples qualify as

business modelinnovation ?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

15/69

Business model innovation matters and it isa top priority of CEOs

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

16/69

Operating Margin Growth in Excess of Competitive Peerscompound annual growth rate over five years

[Source: IBM, CEOs are expanding the innovation horizon: important implications for CIOs]

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

17/69

Benefits Cited by Business Model Innovatorspercent of respondents

[Source: IBM, Global CEO Study 2006]

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

18/69

some examples

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

19/69

NetJets: Fractional Ownership

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

20/69

Zopa.com: Peer-to-Peer lending

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

21/69

Bellum Concepts

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

22/69

why talk aboutbusiness models?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

23/69

how do you describe a

business model?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

24/69

without a common language

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

25/69

how do you communicatea business model?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

26/69

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

27/69

Here

CEOs10

Managers60

Here

Staff 360

Ok

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

28/69

how do you implement a business model?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

29/69

with outdated methods

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

30/69

how do you measure thesuccess of a business model?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

31/69

we dont

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

32/69

how do you change a businessmodel and innovate ?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

33/69

we re-invent the wheel

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

34/69

what is a business

model?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

35/69

VALUEPROPOSITION

COSTSTRUCTURE

CUSTOMER

RELATIONSHIPS CUSTOMERSEGMENTS

ACTIVITYCONFIGURATION

CORECAPABILITIES

PARTNER

NETWORK

REVENUESTREAMS

INFRASTRUCTURE CUSTOMEROFFER

FINANCE

a business model describes the value an organization offers tovarious customers and portrays the capabilities and partnersrequired for creating, marketing, and delivering this value andrelationship capital with the goal of generating profitable and

sustainable revenue streams

DISTRIBUTIONCHANNELS

[Osterwalder (2004) The Business Model Ontology]

business model framework

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

36/69

case study

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

37/69

you become the new owner of asoccer club

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

38/69

describe YOUR clubs business

model

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

39/69

describing how a wealth management bank acquires its clients

what value proposition do you offer, towhich customer segments ?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

40/69

VALUEPROPOSITION CUSTOMERSEGMENTS

value proposition 1value proposition 2

target customer 1target customer 2

CUSTOMEROFFER

what value proposition do you offer, towhich customer segments? (model)

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

41/69

what value proposition do you offer, towhich customer segments? (example)

spectacular offensive football fans

CUSTOMEROFFER

advertising space &high visibility

advertisers

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

42/69

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

43/69

how do you reach your customers ?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

44/69

VALUEPROPOSITION

COMMUNICATION

& DISTRIBUTIONCHANNELS

value proposition 1value proposition 2

channel 1channel 2

OFFER

how do you reach your customers? (model)

CUSTOMERSEGMENTS

target customer 1target customer 2

CUSTOMER

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

45/69

spectacular

offensive football

stadium & box office

CUSTOMEROFFER

how do you reach your customers? (example)

club owned TV

channelfans

mobile phone TV

advertising space &high visibility sales force advertisers

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

46/69

how do you build relationships?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

47/69

VALUEPROPOSITION

CUSTOMERRELATIONSHIP

value proposition 1value proposition 2

mechanism 1mechanism 2

OFFER

CUSTOMERSEGMENTS

target customer 1target customer 2

CUSTOMER

how do you build relationshipswith your customers? (model)

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

48/69

spectacular offensive football

personalizedwebsite (ticketing)

CUSTOMEROFFER

team blog (RSS) fans

how do you build relationshipswith your customers? (example)

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

49/69

how do you earn your money withthis business model?

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

50/69

VALUEPROPOSITION

REVENUESTREAMS

value proposition 1value proposition 2

revenue stream 1revenue stream 2

OFFER

CUSTOMERSEGMENTS

target customer 1target customer 2

FINANCE

how do you earn your money withthis business model? (model)

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

51/69

spectacular offensive football

ticket sales

FINANCEOFFER

TV channelsubscriber fees fans

mobile phone TVsubscriber fees

advertising space &high visibility advertising revenues advertisers

how do you earn your money withthis business model? (example)

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

52/69

the businessmodels place in a

company

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

53/69

the business models place in the company

BUSINESS

MODEL

ORGANIZATION

STRATEGY

TECHNOLOGY

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

54/69

external forces

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

55/69

5 forces

BUSINESSMODEL

legalenvironment

socialenvironment

competition

customerneeds

technologicalchange

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

56/69

the big picture (business model)

the big picture

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

57/69

team management event management

venue management ticketing VIP relationship

management video crew

attractive soccer 360 event (match,

dining, shopping) exclusive VIP lounges merchandising renting out stadium

stadium POS networks

club website (+online TV) club cable TV channel mobile phone TV channel

play attractive & wingames

brand management video images channel management

fans (families, etc.) fan groups

companies event/concert organizers advertisers

team & maintenance infrastructure management marketing video

Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out stadium for events advertising revenues merchandising revenues

food & beverages ticketing services promoters ad placement telecom operator TV operator

personalized web profile newsletter team blog (RSS) VIP events with team

Value Proposition Distribution Channel Target Customer

Customer RelationshipPartner Network

Activity ConfigurationCore Capability

Cost Structure Revenue Model

the big picture

value creates revenues

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

58/69

team management event management

venue management ticketing VIP relationship

management video crew

attractive soccer 360 event (match,

dining, shopping) exclusive VIP lounges merchandising renting out stadium

stadium POS networks

club website (+online TV) club cable TV channel mobile phone TV channel

play attractive & wingames

brand management video images channel management

fans (families, etc.) fan groups

companies event/concert organizers advertisers

team & maintenance infrastructure management marketing video

Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out stadium for events advertising revenues merchandising revenues

food & beverages ticketing services promoters ad placement telecom operator TV operator

personalized web profile newsletter team blog (RSS) VIP events with team

Value Proposition Distribution Channel Target Customer

Customer RelationshipPartner Network

Activity ConfigurationCore Capability

Cost Structure Revenue Model

value creates revenues

creating value requires infrastructure

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

59/69

team management event management

venue management ticketing VIP relationship

management video crew

attractive soccer 360 event (match,

dining, shopping) exclusive VIP lounges merchandising renting out stadium

stadium POS networks

club website (+online TV) club cable TV channel mobile phone TV channel

play attractive & wingames

brand management video images channel management

fans (families, etc.) fan groups

companies event/concert organizers advertisers

team & maintenance infrastructure management marketing video

Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out stadium for events advertising revenues merchandising revenues

food & beverages ticketing services promoters ad placement telecom operator TV operator

personalized web profile newsletter team blog (RSS) VIP events with team

Value Proposition Distribution Channel Target Customer

Customer RelationshipPartner Network

Activity ConfigurationCore Capability

Cost Structure Revenue Model

creating value requires infrastructure

infrastructure generates costs

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

60/69

team management event management

venue management ticketing VIP relationship

management video crew

attractive soccer 360 event (match,

dining, shopping) exclusive VIP lounges merchandising renting out stadium

stadium POS networks

club website (+online TV) club cable TV channel mobile phone TV channel

play attractive & wingames

brand management video images channel management

fans (families, etc.) fan groups

companies event/concert organizers advertisers

team & maintenance infrastructure management marketing video

Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out stadium for events advertising revenues merchandising revenues

food & beverages ticketing services promoters ad placement telecom operator TV operator

personalized web profile newsletter team blog (RSS) VIP events with team

Value Proposition Distribution Channel Target Customer

Customer RelationshipPartner Network

Activity ConfigurationCore Capability

Cost Structure Revenue Model

infrastructure generates costs

the profit zone

8/14/2019 Business Model Design and Innovation for Competitive Advantage 19352 2

61/69

team management event management

venue management ticketing VIP relationship

management video crew

attractive soccer 360 event (match,

dining, shopping) exclusive VIP lounges merchandising renting out stadium

stadium POS networks

club website (+online TV) club cable TV channel mobile phone TV channel

play attractive & wingames

brand management video images channel management

fans (families, etc.) fan groups

companies event/concert organizers advertisers

team & maintenance infrastructure management marketing video

Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out stadium for events advertising revenues merchandising revenues

food & beverages ticketing services promoters ad placement telecom operator TV operator

personalized web profile newsletter team blog (RSS) VIP events with team

Value Proposition Distribution Channel Target Customer

Customer RelationshipPartner Network

Activity ConfigurationCore Capability

Cost Structure Revenue Model

the profit zone