Business Model Genertion

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Bjørn Michelsen
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1 Business Model Genertion

2 Some Business Model definitions Porter s the essence of formulating competitive strategy is relating a company to its environment BusinessModelGeneration A business model describes the rationale of how an organization creates, delivers, and captures value

3 The Business Model Generation - Canvas

4 Customer Segment Mass Market Niche market Segmented Diversified For whom are we creating value? Who are our most important customers? - ingen differentiering (fx word) - koncentreret on lille afgrænset customer segment (fx B&O) - forskel på segmenter (fx bank kunder) - flere vidt forskellige segmenter (fx amazon bøger. cloud) Multi-sided platforms - ride på flere heste (fx. Siemens, vaskemaskiner, tog, vindmøller )

5 Value Propositions What value do we deliver to the customer? Which one of our customer s problems are we helping to solve? Which customer needs are we satisfying? What bundles of products and services are we offering to each Customer Segment? Newness Performance Customization Getting the job done - Nye behov (fx ipod, ipad) - Forbedret effektivitet (fx hifi, PC, vaskepulvere) - Speciel tilpasning (fx Køkkener) - Levering af special komponenter (fx intel, billedrør) Design - Udformning (fx iphone, B&O, ) Brand/status - status (fx. Coca-cola, Rolex, Ferrari ) Price - lav pris (fx. Netto, Skoda) Cost reduction - hjælper med at spare penge (fx. Solceller, ) Risk reduction - hjælper med at mindske risikoen (fx. Fona ridse-forsikring, ) Accessibility - giver flere kunder adgang til product (fx. ) Convenience/usability - lettere at bruge (fx. itunes<->ipod, )

6 Channels Through which Channels do our Customer Segments want to be reached? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines?

Customer Relationship What type of relationship does each of our Customer Segments expect us to establish and maintain with them? Which ones have we established? How costly are they?

7 Customer Relationship What type of relationship does each of our Customer Segments expect us to establish and maintain with them? Which ones have we established? How costly are they? How are they integrated with the rest of our business model? Personal assistance - Salgs personale (fx butikker) Dedicated personal assistance - personlig rådgiver (fx Bank-rådgiver, ) Self-service Automated service Communities - hjælp til selvhjælp (fx e-handel, delvis supermaked) - automatisk forslag (fx amazon, byggemarked-net) - foreninger (fx. Coop, imerco, flügger, sportsmaster) Co-creation - få kunder til at anbefale (fx. Bøger, restauranter, hoteller, )

Asset sale Usage fee Subscription fee - salg af produkter (fx mel,biler,bøger) - salg af brugsret (fx hotel, tele) - salg af medlemsskab (fx fitness centre,

8 Revenue Streams For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? Asset sale Usage fee Subscription fee - salg af produkter (fx mel,biler,bøger) - salg af brugsret (fx hotel, tele) - salg af medlemsskab (fx fitness centre, WoW) Lending/Renting/leasing - lejer (fx biler, udstyr L easy) Licensing Brokerage fee Advertising - licens (fx. Streaming tjenester, Kopimaskiner) - mægler (fx. Ejendomsmægler, dating) - sponsor/annoncerering (fx. Politiken.dk, alle slags spil)

9 Key Resources Physical Intellectual Human Financial What Key Resources do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue Streams? - produktions faciliteter bygninger, maskiner - Kendskab, viden, patenter, copyrights, - Mennesker (fx. lærere) - start / investerings capital fx. rederi

10 Key Activities Production Problem solving Platform/network What Key Activities do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue streams? - aktiviter til fremstilling - aktiviter til løsninger konsulent virksomheder - aktiviter over netværk kredit kort,

Key Patnership Optimization and ecomomy of scale Reduction of risk and uncertainty Who are our Key Partners? Who are our key suppliers? Which Key Resources are we acquiring from partners?

11 Key Patnership Optimization and ecomomy of scale Reduction of risk and uncertainty Who are our Key Partners? Who are our key suppliers? Which Key Resources are we acquiring from partners? Which Key Activities do partners perform? - outsourcing, underleverendør - stratetisk samarbejde fx. HP- intel Acquisition of particular resources and activities - samarbejde for at få adgang til licens Samsung google(android)

Cost Structure Cost Driven Value Driven Fixed costs Variable costs Economies of scale

Which Key Resources are most expensive? Which Key Activities are most expensive?

produktions apparat, lokaler - varable omkostninger -> hver service/product koster noget

12 Cost Structure Cost Driven Value Driven Fixed costs Variable costs Economies of scale Economies of scope What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive? - minimere omkostning -> discount - værdi tilførelsen -> luksus - fast omkostninger -> produktions apparat, lokaler - varable omkostninger -> hver service/product koster noget at fremstille - masseproduktions fordel - fordel ved salg af flere produkter/servicer (fx genbrug af salgsafdeling)

13 Fra model til arbejdsredskab

14 Arbejdsredskabet

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Business Model Genertion

Business Model Genertion Some Business Model definitions Porter s the essence of formulating competitive strategy is relating a company to its environment BusinessModelGeneration A business model describes