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How to design new growth ventures.
How to successfully launch new
growth ventures.
Example | Nine Inch Nails
How to design new growth ventures.
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©	Marc	Sniukas	-	Doujak	Corporate	Development
© Marc Sniukas - Doujak Corporate Development
?HOW
?How do established companies 

design innovative business models?
How to design new growth ventures.
Example | ProSiebenSat.1
2012 2018
2.4 billion
3.4 billion
+42%
Example | ProSiebenSat.1
+1 billion
Source: http://annual-report2014.prosiebensat1.com/index.html
Example | ProSiebenSat.1
Source: http://www.prosiebensat1.com/en/page/unternehmenskennzahlen
Example | ProSiebenSat.1
2012 2018
2.4 billion
4.25 billion
+75%
Example | ProSiebenSat.1
+1.85 billion
Crafting new
growth ventures
Analyse
Plan
Implement
Traditional

Approach
1 2 3
PLAN. (v.t.)

TO BOTHER ABOUT THE BEST
METHOD OF ACCOMPLISHING 

AN ACCIDENTAL RESULT.
—AMBROSE PIERCE Author, The Devil’s Dictionary
Analyse
Plan
Implement
Traditional

Approach
Design

Approach
Act
Learn
Design
1 2 3
Myth of
Experimentation
Cutting Edge Process
Cutting Edge Process
Inception
Evolution
Diffusion
Inception.
Cutting Edge Process
[ An opportunity and an idea ]
[ How to discover an opportunity ]
Where to Play
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
Example | ProSiebenSat.1
Step 1: Identify Noncustomers
Start-ups and Small
and Medium Sized Businesses
What did Pro7 do?
MOST COMPANIES, UNFORTUNATELY,
DON’T KNOW WHY CUSTOMERS DO
OR DON’T DO BUSINESS WITH THEM.
Where to Play
Understand Customer Needs
and Experience
Where to Play
Understand Customer Needs
and Experience
Where to Play
Barriers to Consumption
Where to Play
Hurdles to Satisfaction
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?
[ How to seize opportunities ]
How to Play
OFFERING BUSINESS MODEL REVENUE MODEL
How to Play
Designing the New Venture
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?
steps for
validating
your idea.3
Cutting Edge Process
Myth of NewCo
CoreCo
NewCo
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
Does this make sense, and
can we execute it?
1
2
Does the it resonate with
potential customers
and partners?
3
Does it really work
in practice?
Evolution.
[ Perfecting your venture design ]
Cutting Edge Process
Iterative Design
Act
Learn
Design
Inception
Evolution
Diffusion
Cutting Edge Process
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
Cutting Edge Process
Myth of Trial & Error
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
Diffusion.
Cutting Edge Process
[ Scaling up your business ]
[ How to create value ]
How to Win
Fulfilling
customers’ needs
and making their
life easier
Offering your
partners
advantages
Strategic
Operational
Financial
How to Win
FIRM

VALUE
CUSTOMER

VALUE
ECOSYSTEM

VALUE
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?
Cutting Edge Process
Myth of NewCo
CoreCo
NewCo
Example | ProSiebenSat.1
THINK BIG.

START SMALL.

SCALE INTELLIGENTLY.
—DERYCK J VAN RENSBURG President Coca-Cola Global Ventures
Designing the new venture
Launching the new venture
Inception
Evolution
Diffusion
Example | Nine Inch Nails
www.theartofopportunity.net
DO.
OR DO NOT.
THERE IS NO TRY.
—YODA Jedi Master
Thank you.
@sniukas

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How to design new growth ventures.