Slides from a keynote at the Intrapreneurship Conference in London in 2016, outlining how established companies design new growth ventures from within.
26. [ How to discover an opportunity ]
Where to Play
27. THE FIRST PRINCIPLE OF
FINDING NEW GROWTH IS THAT
YOU’RE ALWAYS BETTER OFF GOING
AFTER CUSTOMERS
WHO ARE UNDERSERVED
OR NEGLECTED.
—DAVID BELL Professor
28. Example | ProSiebenSat.1
Step 1: Identify Noncustomers
Start-ups and Small
and Medium Sized Businesses
What did Pro7 do?
34. Step 2: Identify Needs, Experience, Barriers and Hurdles
They would like to have access to TV
media, but:
• cannot afford it,
• don’t want to spend money on an
uncertain outcome,
• don’t have the experience with planning
and executing TV media campaigns.
Example | ProSiebenSat.1
What did Pro7 do?
37. Example | ProSiebenSat.1
Step 3: Design the new venture.
OFFERING BUSINESS MODEL REVENUE MODEL
Access to media
Media strategy
Media planning
Production
Target selection
Spot production
Execution
Specialized expertise
Shared services
Fixed Fee
+ Revenue Share
+ Equity
What did Pro7 do?
40. What did Pro7 do?
Example | ProSiebenSat.1
Step 4: Validate your strategy.
• Issued a press release
• Got 12s of business plans of interested
companies
• Selected a few to get started
46. How Your Design Matures.
Cutting Edge Process
Act
Act
Act
Act
Learn
Learn
Learn
Design
Design
Design
Cycle 1 Cycle 2 Cycle …
Maturity Level of
your New Venture
Draft first idea
Fully developed
48. Example | ProSiebenSat.1
Media for Revenue
Share
No specific company
focus
What did Pro7 do?
Fixed Fee
Media for Revenue
Share
Focus on online
businesses
Media for Equity
Fixed Fee
Media for Revenue
Share
Focus on online
businesses
Portfolio of Strategic
Investments
Media for Equity
Fixed Fee
Media for Revenue
Share
Focus on online
businesses
51. Fulfilling
customers’ needs
and making their
life easier
Offering your
partners
advantages
Strategic
Operational
Financial
How to Win
FIRM
VALUE
CUSTOMER
VALUE
ECOSYSTEM
VALUE
52. Example | ProSiebenSat.1
Step 5: Create value.
• New revenue streams
• Becoming independent
from existing customers
• Building a portfolio of
strategic investments
• Use insights gained for
traditional business
• Access to media
• Risk-free
• Low upfront
cash out
• No need to deal
with media
Other investors
profit from increased
company value
What did Pro7 do?