47. 1
Product innovation
alone was not
sufficient
They enabled the
new product through
the business model
48. 2
They didnʼt nor
could they copy
from competitors
They invented
new business
models
49. 3
They couldnʼt prove
in advance that the
models would work
They had to take
some risk and
experiment
50. 123
business
beyond beyond
design beyond
testing
product
model thinking
copying asking
before
innovation
language competitors
attitude for proof
building
90. The Business Model Canvas
KEY KEY OFFER CUSTOMER CUSTOMER
PARTNERS ACTIVITIES RELATIONSHIPS SEGMENTS
building building
block block
building
building building
block
building block block
block
KEY CHANNELS
RESOURCES
building
block
building
block
building
block
COST STRUCTURE REVENUE STREAMS
buildi
g ng building
buildin block
block block
93. Nespresso’s business Model
KEY KEY Value CUSTOMER CUSTOMER
PARTNERS ACTIVITIES Proposition RELATIONSHIPS SEGMENTS
B2C marketing
tion Nespre
distribu sso households
Club (espresso fans)
*** Nespresso
ne
coffee machi production machines
rs
manufacture
businesses
etail
KEY **** r CHANNELS
Nespresso ts
RESOURCES outle mail
coffee pods
distribu order
growers tion
c offee channels
Nespresso.com
productio call
t s n Nespresso stores
paten facilities center
COST STRUCTURE REVENUE STREAMS
B2C sales of
distrib Nespresso
ution sales of
production machines
marketing Nespresso po
ds
99. UNDERSTANDER (interviewer) EXPLAINER (interviewee)
asks questions and sketches answers business model
out interlocutors business questions to help interviewer
model with post-it notes understand his/her core model
146. PARTNER KEY OFFER CUSTOMER CUSTOMER
NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS
shoe
manufacturing personal online
footprint
B2C
B2Bcs
ti high-end men’s
logis IT mass sho
e
logistics manageme market
nt market
KEY DISTRIBUTION
ss own s
ma RESOURCESn tores
CHANNELSn
atio a d
to miz retailretai
partnl
cus tory ers
fac partners
retail
online
partners
ning store
foot scan sales
y
technolog force
COST STRUCTURE REVENUE STREAMS
royalty sales to
uring
manufact payments logistics
retailers direct web
to
costs retailers cost sales
150. a business model might look
great on paper...
building
block
building
buildin block
g
building block
block building
block
build
ing
block
building
building block
block
build
block
ing
.. but after all
it is only a...
building buil
ding
block blo
ck
buildin
g
block
151. ... a set of hypotheses
guess guess
guess
guess guess
guess
guess
guess guess
guess
guess guess
155. business model layer
t
t sho
r bes s
you s ines
th is is ou r bu k
h o w y wor
ld
at l cou
m ode
building
building
block
block
building
block building
building
building block block
block
building
block
building building
block
block
buildin
g g building
buildin block
block block
156. exp
hypothesis layer imp
licit
ly o
ort utli
ant ne
whi the
ch hyp mo
you oth st
r bu ese
sine s o
ss n
is b mo
uilt del
hypothesis
hypothesis
hypothesis
s hypothesi
hypothesi s
hypothesis
building s
building hypothesi
block
block
building hypothesis hypothesi
s
block building
building
building block block
block
hypo building
is thesis ock
othes bl hypothesis
hyp
building building
block
block
buildin
g g building
buildin block
block block
157. test layer
test
test
test
test test
test
building
building test
block
block
building test
test
block building
building
building block block
block
building
building ilding
block test bu
block block test
test
building building building
block block g building k
buildin bloc
building block block
block
ilding
buildin bu
g g block building
buildin block
block block
building
building
block
block
sts
buildin
g
buildin
block
g building
come up with te
block block
ach
to verify e
hypothesis