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DESIGNING &
TESTING
BUSINESS MODELS
AlexOsterwalder.com   SteveBlank.com
@business_design      @sgblank
?
  where do I come
from, what do I do?
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
)-:
my workplace
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
)-:
my current MVP
BusinessModelGeneration.com/toolbox
                     iPad stencil, actual scale, template by hortis, le studio. Feb. 2010. http://hortis.lestudio.ch




date:
          project:
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this workshop day combines two global bestsellers




                                     +


BusinessModelGeneration.com                    SteveBlank.com/books.html
Swiss Time
 Machine
1958
[sources: Henry Chesbrough, photo: life.com]
revenue growth of 41%
compounded for the next 20 years




                    [sources: Henry Chesbrough, photo: xerox.com]
Swiss Time
 Machine
2009
BusinessModelGeneration.com
1,000,000
        new book titles were
  published in the U.S. in ʼ10
11,000
 new business books
   appear every year
12%
 decline of sales in major
bookstore chains (ʻ07-ʼ09)
Talk with Steve Blank at true ventures
?
so what did
  we do?
we changed the product...
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
?
 would a big publishing
house have taken us on
    with this book?
No!
we changed the business model...
“   you canʼt write about
    business model innovation
    without an innovative
    business model
                   ”
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
$24.-
$36.-
$54.-
$81.-
$250.-
Results
Talk with Steve Blank at true ventures
#   in the top 10 of softcover
    business books in the US
#   170ʼ000+ English #bmgen
    copies in print (June 2011)
#   18 #bmgen translations
    upcoming in 2011
more importantly...
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
business models
enable (new) products
 and technologies and
   help solve (entirely
       new) customer
            problems
the 100
Million dollar
     question
how do you search for the
  right business model?
1   understanding
    business models


2   prototyping alternatives
    of “what could be”


3   evaluating your
    business model design


4   testing business models
    with customer development
but hey,

1    what is a
     business
       model
    anyways?
Talk with Steve Blank at true ventures
?
whatʼs a
business
 model?
Talk with Steve Blank at true ventures
?   ?
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
Business
Model Canvas
to describe, challenge,
design, and invent
business models more
systematically
9   building
    blocks
CUSTOMER SEGMENTS




                    images by JAM
VALUE PROPOSITIONS




                     images by JAM
CHANNELS




           images by JAM
CUSTOMER RELATIONSHIPS




                     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
key      value          customer
            activities   proposition      relationships




    key                                              customer
partners                                             segments




    cost                                             revenue
structure          key                               streams
             resources                 channels

                                                     images by JAM
The Business Model Canvas
                     key
               activities
                                                     value
                                                   proposition
                                                                              customer
                                                                              relationships
      KEY                  KEY                        OFFER        CUSTOMER                CUSTOMER
   PARTNERS             ACTIVITIES                               RELATIONSHIPS             SEGMENTS

                      building                                       building
     key               block                                          block                 customer
partners                                                                                    segments
                               building
                                                     building                               building
                                 block
    building                                          block                                 block
     block
                          KEY                                       CHANNELS
                       RESOURCES
                                                                 building
                                                                  block
                            building
                             block
                                                                            building
                                                                            block



     cost       COST STRUCTURE                                      REVENUE STREAMS         revenue
                                          buildi
structure building    key                       ng                              building    streams
                                          block
              resources
           block
                                                                       channelsck
                                                                            blo

                                                                                            images by JAM
BusinessModelGeneration.com/canvas
illustration
Talk with Steve Blank at true ventures
how much less or more do
 the Swiss pay per gram of
 coffee consumed at home
compared to a decade ago?
600% to
800%
more
Talk with Steve Blank at true ventures
Nespresso
   changed the
business model
   for espresso
RESULTS
own
 recycling
containers
one of the fastest-
growing businesses in
   the Nestlé group
average growth of
30% p.a. since 2000
global sales of
3.8+ billion USD
Nespresso’s business Model
     KEY                         KEY                           Value                   CUSTOMER                   CUSTOMER
  PARTNERS                    ACTIVITIES                     Proposition             RELATIONSHIPS                SEGMENTS

                    B2C                marketing
                          tion
                 distribu                                                               Nespre
                                                                                                 sso
                                                                                                                    households

                                                                                          Club                    (espresso fans)


                                                            *** Nespresso
           ine            pod production
coffee mach                                                   machines
            rs
 manufacture                                                                                                        businesses

                                 KEY                                                 etail
                                                                                        CHANNELS
                                                                              **** r
                              RESOURCES                     Nespresso                  ts
   coffee                                                                       outle                      mail
                                                              pods
  growers                           distribu                                                              order
                                               tion
                          e
                    coffe            channel
                                            s
                                                                                             m
                                                                                Nespresso.co



                                     pod produ                               call
                         ts
                   paten                       ctio     n                   center                 Nespresso
                                           facilities
                                                                                                       stores


                 COST STRUCTURE                                                        REVENUE STREAMS

                         B2C
                     distrib                                                                              sales of Nespress
                                                                                           resso                            o
 production                 ution                                            sales of Nesp
                                             marketing                                                         machines
                                                                                    pods
but Nespresso almost failed in
1987 due to a nonperforming
       business model
Nespresso’s 1987 Model
    KEY                 KEY         Value         CUSTOMER         CUSTOMER
 PARTNERS            ACTIVITIES   Proposition   RELATIONSHIPS      SEGMENTS




  machine                                                            offices
                                  Nespresso
manufacturer
                        KEY         system        CHANNELS
                     RESOURCES

                                                joint venture
                                                with machine
                                                manufacturer




               COST STRUCTURE                    REVENUE STREAMS
now Nestlé is building a
portfolio of business models
  in their coffee business
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
BusinessModelGeneration.com/canvas
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
prototype

2     alternatives
           and ask
    yourself what
          could be
?
 letʼs take some time to
work on a really, really big
   issue in the world?
access to
 proper
sanitation
2.6 billion
people lack
  access
4 out of 10 people in the world lack
even the most simple latrine to perform
              their needs
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
* single-use toilet bag
* self-sanitizing
* biodegradable
* turns into fertilizer
* (mainly) targeted at poor people
* low production cost
* people already pay for sanitation
The Business Model Canvas
   KEY              KEY       OFFER     CUSTOMER         CUSTOMER
PARTNERS         ACTIVITIES           RELATIONSHIPS      SEGMENTS




                    KEY                 CHANNELS
                 RESOURCES




           COST STRUCTURE              REVENUE STREAMS
mini
brainstorming
session
come up with as many business
model ideas as possible for the
Peepoo bag (not full Canvases)
* single-use toilet bag
* self-sanitizing
* biodegradable
* turns into fertilizer
* (mainly) targeted at poor people
* low production cost
* people already pay for sanitation
make rough
    prototypes of the
different alternatives
to analyze, evaluate
 and compare them
F rank
Ge  hry
     [source: Sony Pictures]
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
[source: Sony Pictures]
[source: Sony Pictures]
[source: Wikimedia Commons]
Talk with Steve Blank at true ventures
?
what does that have to do
with business models and
     my organization?
Talk with Steve Blank at true ventures
no architect would
build something that
  resembles his first
              sketch
?
what does that
mean for us?
BusinessModelGeneration.com
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
business model prototyping




napkin sketch   Canvas   business case   field test
“   prototyping is the
    conversation you
    have with your
    ideas
                     ”
             Tom Wujec
evaluate

3       your
    business
      model
      design
building
               block

                                                      building
                buildin                                block
                         g blo
                               ck
building
 block                              building
                                     block
                                                                         build
                                                                               ing
                                                                         block

                                               building
              building                          block
               block

                                                          build
                                                                ing
                                                          block


   building               buil
                              di
    block                 blo ng
                              ck
                                                             buildin
                                                                     g
                                                             block
SWITCHING	
  
COSTS
How	
  easy	
  or	
  difficult	
  is	
  it	
  for	
  customers	
  
to	
  switch	
  to	
  another	
  company?
with	
  
  this	
  amazing	
  device	
  
you	
  can	
  have	
  thousand	
  
   songs	
  in	
  a	
  pocket
...and	
  
   you’r	
  screwing	
  us	
  
   because	
  it	
  has	
  just	
  
become	
  more	
  difficult	
  to	
  
     switch	
  devices
RECURRING	
  
REVENUES
Is	
  every	
  sales	
  a	
  new	
  effort	
  or	
  will	
  it	
  result	
  
in	
  follow-­‐up	
  revenues	
  and	
  purchases?	
  
How	
  evenly	
  distributed	
  are	
  your	
  revenues	
  
through	
  the	
  year?
Talk with Steve Blank at true ventures
EARN	
  BEFORE	
  
YOU	
  PAY
Are	
  you	
  earning	
  money	
  before	
  
you	
  are	
  spending	
  it?
Talk with Steve Blank at true ventures
GAME	
  CHANGING	
  
COST	
  STRUCTURE
Is	
  your	
  cost	
  structure	
  substanSally	
  
different	
  and	
  beTer	
  than	
  those	
  of	
  
compeStors?
phone	
  
calls	
  will	
  be	
  totally	
  
 free	
  in	
  the	
  future
GETTING	
  OTHERS	
  
TO	
  DO	
  THE	
  WORK
How	
  much	
  does	
  your	
  business	
  
model	
  get	
  customers	
  or	
  third	
  parSes	
  
to	
  create	
  value	
  for	
  you?
Talk with Steve Blank at true ventures
go	
  
ahead	
  and	
  share	
  
on	
  your	
  facebook	
  
        page...
...that	
  
 will	
  make	
  my	
  
plaWorm	
  more	
  
  valuable...
...and	
  
raise	
  my	
  plaWorm’s	
  
   value(aSon)...
SCALABILITY


How	
  rapidly	
  and	
  how	
  easily	
  can	
  you	
  
grow	
  your	
  business	
  model	
  without	
  
hi[ng	
  roadblocks	
  (e.g.	
  infrastructure,	
  
customer	
  support,	
  etc.)?
Talk with Steve Blank at true ventures
VIRALITY/
NETWORK	
  EFFECT
How	
  viral	
  is	
  your	
  business	
  model?	
  
How	
  substanSal	
  are	
  the	
  benefits	
  to	
  
share	
  with	
  others?
Talk with Steve Blank at true ventures
PROTECTION	
  FROM	
  
COMPETITION
How	
  much	
  is	
  your	
  business	
  model	
  
protecSng	
  you	
  from	
  compeSSon?
a product/
technology focus is
    just not enough
           anymore
Talk with Steve Blank at true ventures
Talk with Steve Blank at true ventures
break-out
session
BusinessModelGeneration.com/canvas
The Business Model Canvas
   KEY              KEY       OFFER     CUSTOMER         CUSTOMER
PARTNERS         ACTIVITIES           RELATIONSHIPS      SEGMENTS




                    KEY                 CHANNELS
                 RESOURCES




           COST STRUCTURE              REVENUE STREAMS
testing

4      business
     models with
       customer
    development
a business model might look
great on paper...


                 building
                  block

                                                         building
                   buildin                                block
                            g blo
                                  ck
   building
    block                              building
                                        block
                                                                           build
                                                                                 ing
                                                                           block

                                                  building
                 building                          block
                  block

                                                             build
                                                             block
                                                                  ing
                                                                                       .. but after all
                                                                                       it is only a...
      building               buil
                                  di
       block                 blo ng
                                 ck
                                                               buildin
                                                                       g
                                                               block
... a set of hypotheses


        guess                guess
           guess
                    guess              guess
guess
                            guess
         guess                 guess

                guess
  g uess                        guess
StevenBlank.com/books.html
THANK YOU!
            BusinessModelGeneration.com
  AlexOsterwalder.com / @business_design
             BusinessModelAlchemist.com
BusinessModelGeneration.com/toolbox
                     iPad stencil, actual scale, template by hortis, le studio. Feb. 2010. http://hortis.lestudio.ch




date:
          project:
          screen:
author:

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