Osterwalder

How to think of BUSINESS MODELS

Alexander OsterwalderTwitter: business_design

Web: AlexOsterwalder.com

Alexander OsterwalderTwitter: business_design

Web: AlexOsterwalder.com

BusinessModelGeneration.com

AGENDAwhere?how?what?

what?

I would like you to meet…

Adam, 43long experience in the cultural heritage sector

Adam was promoted to…

Director Cultural Heritage Dep.City of Manchester

he was brought in to…

explore extraordinary ideas

of course Adam is excited…

TECHNOLOGYaugmented

reality

but he is also worried about…

BUDGETSgovernment

deficits

he knows he needs to focus on…

USER NEEDSoverwhelming choice

www

Adam is competing for attention…

COMPETITIONthe attention economy

so what is Adam going to do?

US

ER

NE

ED

S

TECHNOLOGY

CO

MPE

TIT

OR

S

BUDGETS

US

ER

NE

ED

S

TECHNOLOGY

CO

MPE

TIT

OR

S

BUDGETS

traditio

nal models

are not g

oing to do th

e

job

Adam and his team need to…

unlearn&

reboot

need to focus on

NEWBusiness Models

buzzgroup

discuss with your seat neighbor what a business model is and write down

your definition

?what elements did you mention in your

definition?

what actually is a business

model?

BUSINESS MODEL

CANVAS

the

building blocks

9

the 9 building blocks of a business model

images by JAM

CUSTOMER SEGMENTS

images by JAM

VALUE PROPOSITIONS

images by JAM

CHANNELS

images by JAM

CUSTOMER RELATIONSHIOPS

images by JAM

REVENUE STREAMS

images by JAM

KEY RESOURCES

images by JAM

KEY ACTIVITIES

images by JAM

KEY PARTNERS

images by JAM

COST STRUCTURE

images by JAM

customer segments

key partners

cost structure

revenue streamsdistribution

channels

customer relationships

key activities

key resources

value proposition

images by JAM

images by JAM

customer segments

key partners

cost structure

revenue streamsdistribution

channels

customer relationships

key activities

key resources

value proposition

images by JAM

OFFER

DISTRIBUTION CHANNELS

CUSTOMER RELATIONSHIPS

CUSTOMERSEGMENTS

REVENUE STREAMSCOST STRUCTURE

KEYACTIVITIES

PARTNERNETWORK

KEYRESOURCES

CANVAS OVERLAY

images by JAM

OFFER

DISTRIBUTION CHANNELS

CUSTOMER RELATIONSHIPS

CUSTOMERSEGMENTS

REVENUE STREAMSCOST STRUCTURE

KEYACTIVITIES

PARTNERNETWORK

KEYRESOURCES

CANVAS OVERLAY

images by JAM

OFFER

DISTRIBUTION CHANNELS

CUSTOMER RELATIONSHIPS

CUSTOMERSEGMENTS

REVENUE STREAMSCOST STRUCTURE

KEYACTIVITIES

PARTNERNETWORK

KEYRESOURCES

THE BUSINESS MODEL CANVAS

building block

building block

building block

building

block

building block

building block

building block

building

block

building block

building block

building block

example

performing

shows

ticketing channels

CUSTOMERSEGMENTS

PARTNERNETWORK

OFFER

star performers

focus on families

loads of animals

animal

“maintenance”

relatively low ticket fees

REVENUE STREAMS

DISTRIBUTION CHANNELS

KEYACTIVITIES

animal care

KEYRESOURCES

logistics

transactional

CUSTOMER RELATIONSHIPS

COST STRUCTURE

star

performers

brand

animal shows

fun &

humor

logisticsfees for stars

The Circus Business Model

What did Cirque de Soleil change?

performing

shows

ticketing channels

CUSTOMERSEGMENTS

PARTNERNETWORK

OFFER

star performers

focus on families

loads of animals

animal

“maintenance”

relatively low ticket fees

REVENUE STREAMS

DISTRIBUTION CHANNELS

KEYACTIVITIES

animal care

KEYRESOURCES

logistics

transactional

CUSTOMER RELATIONSHIPS

COST STRUCTURE

star

performers

brand

animal shows

fun &

humor

logisticsfees for stars

artistic, music

& dance

shows

theater, opera

visitors

high ticket

fees

that’s exactly what we did for..

BusinessModelGeneration.com

and it was a success…

what did we change?

old styleold style

old styleold style

old styleold style

old styleold style

old styleold style

yawn

let’s forget publishers and just start…

new stylenew style

so we built a Hub…

new stylenew style

new stylenew style

new stylenew style

$24.-

$36.-

$54.-

$81.-

$121.50

$243.-

why did people pay for

the Hub?

be the first

BIGGER

be part of something

learn from each other

how?

we need to develop a design

attitude

“

”

prototyping

[source: Sony Pictures]

Frank

Gehry

[source: Sony Pictures]

[source: Sony Pictures]

[source: Wikimedia Commons]

?what does that have to do with business models

and my organization?

?how do we do that?

OFFER

DISTRIBUTION CHANNELS

CUSTOMER RELATIONSHIPS

CUSTOMERSEGMENTS

REVENUE STREAMSCOST STRUCTURE

KEYACTIVITIES

PARTNERNETWORK

KEYRESOURCES

THE BUSINESS MODEL CANVAS

building block

building block

building block

building

block

building block

building block

building block

building

block

building block

building block

building block

business model prototyping

napkin sketch Canvas business case field test

customer centricity

customer segments

key partners

cost structure

revenue streamsdistribution

channels

customer relationships

key activities

key resources

images by JAM

value proposition

OFFER

DISTRIBUTION CHANNELS

CUSTOMER RELATIONSHIPS

CUSTOMERSEGMENTS

REVENUE STREAMSCOST STRUCTURE

KEYACTIVITIES

PARTNERNETWORK

KEYRESOURCES

analyze from the customer perspective

Jan Chipchase (Nokia)

Jan Chipchase (Nokia)

his main weaponhis main weapon

India mobile study

India mobile study

Rich Ling (Telenor)Rich Ling (Telenor)

photo usage study

photo usage study

OFFER

DISTRIBUTION CHANNELS

CUSTOMER RELATIONSHIPS

CUSTOMERSEGMENTS

REVENUE STREAMSCOST STRUCTURE

KEYACTIVITIES

PARTNERNETWORK

KEYRESOURCES

analyze from the customer perspective

ideation

a silly

exercise

the silly cow exercise

Muuuuhhhh

sketch out 2 business models..

…in which I, the cow, play the

main act!

example

cows-for-advertising

rent-a-cow-for-the-weekend

got it?

you got 1 minute!

you got 1 minute!

GO!

where?

Business Model InnovationCultural Heritage

Digitale feiten

...26% digitized ...42% needs to be digitized

...32% not necessary

(*Digitale feiten, 2009)

Digital facts

A substantial amount of material has been digitized...

...But only a small amount of material is available where it is most valuable...

61%

41%

?%

Bottlenecks

Copyright

Revenue modelsICT Infrastructure

Organization

(*Osterwalder, 2009)

open

Revenue Models

Plan Open Business Models

1: create a hub

2: Select case studies

3. organize workshops

4. Map them out

Interested?openbusiness@kl.nl

buzzgroup

?Have you tried business model innovation already?

Are you interested in trying? Do you see obstacles to

this?

THANK YOU!THANK YOU!THANK YOU!THANK YOU!

www.businessmodelgeneration.comwww.alexosterwalder.com

www.businessmodelalchemist.com Twitter: business_design

www.businessmodelgeneration.comwww.alexosterwalder.com

www.businessmodelalchemist.com Twitter: business_design

the book