商业模式的创新及其改进

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1、Your Business Model how to identify and improve itLa Trobe University,Melbourne,July 2007the menuwhats ontoday?the alchemy of business model innovationfirst:what are your expectations for today?example of business model innovationwaste water treatment systemsoffercustomer segmentrevenue streamdistri

2、bution channelwaste water treatment systemCanadian mining sitesone time sales feesales forceidea!sell waste water treatment systemCanadian mining sitesone time sales feesales forcetotal waste water treatment managementCanadian mining sitesrecurring service feesales forcean exerciselets doto understa

3、ndyour offersyour client segmentsyour channelsoffersclient segmentsdistribution channelsconsultingbanking executivespersonal networkbanking knowledgebanking professionalsdedicated websitetrainingprogramsell waste water treatment systemCanadian mining sitesone time sales feesales forcecore activities

4、core capabilitiescostspartner networkclient relationshipbuild treatment systemswater treatment knowledgeproduction costssuppliersfollow-upbuild treatment systemswater treatment knowledgeproduction costssuppliersfollow-uptotal waste water treatment managementCanadian mining sitesrecurring service fee

5、sales forcedispatch repair teamserror free systems developmentcall centervariable costs of repair servicesbusiness model templateVALUEPROPOSITIONCOSTSTRUCTURECUSTOMERRELATIONSHIPTARGETCUSTOMERDISTRIBUTIONCHANNELVALUECONFIGURATIONCORECAPABILITIESPARTNERNETWORKREVENUESTREAMSINFRASTRUCTURECUSTOMEROFFER

6、FINANCEhttp:/business-model-the basics of identifying and improving business models1.describe it2.discuss it3.improve it4.implement it1.describe itDevelopment planQuisque augue felis,commodo a,elementum id,faucibus id,sem.Aenean rutrum enim.Praesent pulvinar dignissim nisl.Cras a nunc.Donec tincidun

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12、es.Morbi luctus.Ut pretium odio ac libero.Nunc sollicitudin pharetra lorem.Aenean scelerisque,lacus eget ullamcorper scelerisque,ipsum urna viverra mi,eget viverra quam eros eget velit.Ut lacinia feugiat purus.Cum sociis natoque penatibus et magnis dis parturient montes,nascetur ridiculus mus.Etiam

13、nunc nisl,aliquam blandit,luctus id,commodo laoreet,sem.Phasellus sit amet orci ut sapien vulputate pellentesque.Pellentesque dapibus purus et quam.Nam sit amet magna in neque dignissim sodales.Aenean non justo nec magna lobortis volutpat.StrategyLorem ipsum dolor sit amet,consectetuer adipiscing el

14、it.Cras in tortor.Sed posuere erat.Maecenas pulvinar nulla eu magna.Vivamus semper,risus ut egestas pulvinar,lectus ante feugiat quam,sit amet congue odio lacus ac ipsum.Aliquam suscipit,est ut volutpat vulputate,nulla felis pulvinar libero,non ornare libero ipsum tristique tortor.Fusce sed lorem vi

15、tae justo feugiat malesuada.Donec aliquet.Vivamus semper eros nec diam.Vivamus sem arcu,imperdiet nec,congue ac,scelerisque vel,nulla.Donec et mauris.Integer a nulla vulputate pede consequat euismod.Praesent molestie urna nec leo.Proin eros.Maecenas ac sem nec dui sodales tempus.Maecenas suscipit eg

16、estas velit.Suspendisse vel tortor.Proin imperdiet,sem nec aliquet ultrices,nunc est egestas eros,non hendrerit magna eros eget augue.Maecenas sed leo vitae leo faucibus vulputate.Proin dignissim eros at augue.Nam luctus nulla non nibh.Nam at lorem ac mauris laoreet viverra.In placerat consequat nun

17、c.Donec rhoncus nunc ac urna.Integer vestibulum condimentum orci.Fusce velit turpis,malesuada quis,scelerisque ut,eleifend vitae,ipsum.Vestibulum eu erat.Vestibulum justo nisl,tincidunt et,semper vel,tristique quis,eros.Vestibulum tempus,massa vel consectetuer congue,erat magna consequat purus,a fac

18、ilisis orci nibh vitae purus.Nam tincidunt venenatis ligula.Nunc orci nulla,ornare quis,lobortis viverra,dapibus at,turpis.Suspendisse sit amet nisl at enim tincidunt blandit.Curabitur augue est,suscipit sed,egestas sit amet,vehicula vitae,tellus.Maecenas nec metus vel nisi interdum pellentesque.Wor

19、dsTextTextText18%300%12%1%we dont really know how to2.discuss itbut there is no common language3.improve itwe dont really have the tools4.implement itHereCEOs10Managers60HereStaff360Okeverything else than plannedmainthechallengethink outside-of-the boxinsanity:doing the same thing over and over agai

20、n and expecting different resultsAlbert Einstein“”enabling business model innovationuser-centeredcreativity&explorationinterdisciplinary approachstrategic fitmore exampleswhats the connection?activitiesprecision micro-engineeringcostspartnersclient relationshipmechanical watchesluxury buyersrevenue

21、streamschannelsmechanicaljointspatientsCemex exampleactivitiescore competenciescostspartnersclient relationshipcement bycubic meterbuildersrevenue streamschannelscement delivered during time windowon time deliveryfleet managementthe business model design process1.identify interdisciplinary stakehold

22、ers-set-up team2.understand(business)environment frame problem3.suspend reality-ideate4.bring back reality-prototype5.chose suitable design-decide6.execute-project portfolio7.evaluate,learn and redesign-manage improvementAlexander Osterwalder,PhDall photos from Flickrunder a creative commons license

23、authors indicated in comment page of pptannex Iotherthe business modelers toolboxco-creationideationvisualizationprototypingsome examplesGoldcorpmininglow costs through open explorationCUSTOMERRELATIONSHIPSCUSTOMERSEGMENTSexploitingmines“geology prize”500000$USREVENUESTREAMSDISTRIBUTIONCHANNELSGoldc

24、orp publicly shared all of its geological data and offered US$500000 in prizes for determining where they might find the next 6 million ounces of goldresearchfrom copyright to creative commonsSkypefree VoIP&value added servicessoftware developmentwebsiteglobal(non segmented)deliver voice&video quali

25、ty“eBay”large scalelow margininternetsoftware developmentfree voice-over-IP VoIP telephony&value-added services1291 Cityhomeslow cost accommodation New Yorklow costCUSTOMERRELATIONSHIPSthe cost sensiblerenting out roomskeep down costsapartment ownersrentsDISTRIBUTIONCHANNELSfind demandyoung curious

26、Swisslow-cost hotel/rental in New York CityTecnovatelow-cost multi-lingual call center outsourcinglow costCUSTOMERRELATIONSHIPSEuropean corporationsACTIVITYCONFIGURATIONkeep down costs“import”young curious Europeans to India to workREVENUESTREAMSDISTRIBUTIONCHANNELSbusiness process outsourcing“up-si

27、de down”in Indiafrom bloated head to the long tailVALUEPROPOSITIONCOSTSTRUCTURECUSTOMERRELATIONSHIPTARGETCUSTOMERDISTRIBUTIONCHANNELVALUECONFIGURATIONCORECAPABILITIESPARTNERNETWORKREVENUESTREAMSFREE advertising supported mobile telephonymobile network operator that“rents out”capacity to Blyksubscrib

28、ers fill out profile on the Internetmarketing to mobile users with an interesting advertising profileregular ad messages via mobile phonemarketingpaying mobile phone minutesthe young and the hipincreasing the number of mobile phone users with the right profile to increase the value for advertisersIN

29、FRASTRUCTURECUSTOMEROFFERFINANCEaccess to a pool of targeted young advertising publicadvertising feesfinding and contracting advertisersadvertiserssales forceannex IIbusiness model templateVALUEPROPOSITIONCOSTSTRUCTURECUSTOMERRELATIONSHIPTARGETCUSTOMERDISTRIBUTIONCHANNELVALUECONFIGURATIONCORECAPABIL

30、ITIESPARTNERNETWORKREVENUESTREAMSINFRASTRUCTURECUSTOMEROFFERFINANCEa business model describes the value an organization offers to various customers and portrays the capabilities and partners required for creating,marketing,and delivering this value and relationship capital with the goal of generatin

31、g profitable and sustainable revenue streamsVALUEPROPOSITIONCOSTSTRUCTURECUSTOMERRELATIONSHIPTARGETCUSTOMERDISTRIBUTIONCHANNELVALUECONFIGURATIONCORECAPABILITIESPARTNERNETWORKREVENUESTREAMSgives an overall view of a companys bundle of products and servicesportrays the network of cooperative agreement

32、s with other companiesdescribes the channels to communicate and get in touch with customersdescribes the arrangement of activities and resourcesexplains the relationships a company establishes with its customerssums up the monetary consequences to run a business modeldescribes the revenue streams th

33、rough which money is earneddescribes the customers a company wants to offer value tooutlines the capabilities required to run a companys business modelINFRASTRUCTURECUSTOMEROFFERFINANCEdescribing a companys business modelVALUEPROPOSITIONvalue proposition 1value proposition 2OFFERdescribing a company

34、s offerVALUEPROPOSITIONTARGETCUSTOMERvalue proposition 1value proposition 2target customer 1target customer 2CUSTOMEROFFERdescribing who a company offers value toVALUEPROPOSITIONTARGETCUSTOMERDISTRIBUTIONCHANNELvalue proposition 1value proposition 2distribution channel 1distribution channel 2target

35、customer 1target customer 2CUSTOMEROFFERdescribing how a company reaches its customersVALUEPROPOSITIONTARGETCUSTOMERCUSTOMERRELATIONSHIPvalue proposition 1value proposition 2relationship type 1relationship type 2target customer 1target customer 2CUSTOMEROFFERdescribing the relationships a company bu

36、ildsTARGETCUSTOMERREVENUESTREAMrevenue stream 1revenue stream 2target customer 1target customer 2FINANCEVALUEPROPOSITIONvalue proposition 1value proposition 2OFFERCUSTOMERdescribing how a company makes moneyCORECAPABILITIESVALUEPROPOSITIONcore capability 1core capability 2value proposition 1value pr

37、oposition 2OFFERINFRASTRUCTUREdescribing what capabilities are requireddescribing what activities are requiredVALUEPROPOSITIONVALUECONFIGURATIONCORECAPABILITIESvalue proposition 1value proposition 2core capability 1core capability 2activity 1activity 2INFRASTRUCTUREOFFERdescribing the partners that

38、leverage the business modelVALUEPROPOSITIONPARTNERNETWORKCORECAPABILITIESvalue proposition 1value proposition 2core capability 1core capability 2partner 1partner 2INFRASTRUCTUREOFFERVALUEPROPOSITIONCOSTSTRUCTUREcost account 1cost account 2value proposition 1value proposition 2FINANCEINFRASTRUCTUREOFFERdescribing the costs of a business modelCORECAPABILITIEScore capability 1core capability 2