Building a Business Model for Compétitive avantages

Transcription

1 Building a Business Model for Compétitive avantages 1

2 Operating Margin Growth in Excess of Competitive Peers compound annual growth rate over five years [Source: IBM, CEOs are expanding the innovation horizon: important implications for CIOs] 2

3 Benefits Cited by Business Model Innovators percent of respondents [Source: IBM, Global CEO Study 2006] 3

4 Business Model Design Block 4

5 business model framework INFRASTRUCTURE CORE CAPABILITIES PARTNER NETWORK ACTIVITY CONFIGURATION OFFER VALUE PROPOSITION CUSTOMER RELATIONSHIPS DISTRIBUTION CHANNELS CUSTOMER CUSTOMER SEGMENTS COST STRUCTURE FINANCE REVENUE STREAMS a 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 generating profitable and sustainable revenue streams [Osterwalder (2004) The Business Model Ontology] 5

6 Modelling: The Business Model Ontology INFRASTRUCTURE MANAGEMENT Partnership Agreement Actor PRODUCT Relationship Mechanism CUSTOMER INTERFACE Capability Value Configuration Value Proposition Channel Customer Resource Activity Offering Link Criterion Cost Profit Revenue Account FINANCIAL ASPECTS Pricing [Osterwalder and Pigneur, 2002, An e-business Model Ontology for Modeling e-business, Bled Electronic Commerce Conference] 6

7 content producers lifestyle brand hardware suppliers hardware & softw. dev. prod. & softw. design ipod Apple stores e-commerce multimedia rights mgmt content brand management hardware distribution content distribution ibook multimedia downloads dealer network itunes high-end consumer cost structure hardware revenues multimedia revenues 7

8 1. Value proposition What we offer? Capabilities Value Proposition Target Customers setof isa Offering Name Description Reasoning (use, risk, effort) Life cycle (creation, purchase, use, renewal, transfer) Value level (me-too, innovation/imitation, innovation) Price level (attractive, market, high-end) Capabilities Value Proposition Target Customers Bird s Eye View Detailed View Capabilities Value Proposition Target Customers Offering 1 Offering 2 Offering 3 Offering 4 8

9 Comparing Value Propositions Core Capacity Value Proposition Target Customer Large user base requires Free VoIP targets Broadband Internet Users Interconnectivity SkypeOut Create VAS SkypeIn & voic Handle Prepayment (CC) Listen & adapt Handle Rapid Growth 9

10 Comparing Value Propositions Telco Core Capacity Connecting Users requires Value Proposition Voice Calls (in/out) targets Target Customer Private Customer Interconnectivity Create VAS SCM Free Network Capacity Data Services Value Added Services Business Services Network Traffic Wholesale Business Customer Telco Carriers 10

11 Customer segment 2 What do we offer to our customers? Who are our customers? How do we reach them? How do we get and keep them? WHAT? Value proposition HOW? Value configuration Partnership Core capability How do we operate and deliver? How do we collaborate? What are our key competencies? Revenue Cost HOW MUCH? WHO? CUSTOMER SEGMENT Distribution channel Relationship What are our revenues? Our pricing? What are our costs? 11

12 TELCO SKYPE Comparing Customer Groups Value Proposition Target Customer Free VoIP targets Broadband Internet Users SkypeOut SkypeIn & voic Voice Calls (in/out) targets Private Customer Data Services Business Customer Value Added Services Telco Carriers Business Services Network Traffic Wholesale 12

13 what value proposition do you offer, to which customer segments? (model) OFFER CUSTOMER VALUE PROPOSITION value proposition 1 value proposition 2 CUSTOMER SEGMENTS target customer 1 target customer 2 13

14 Segments Categorizations of the population into social class or psychologically defined groups Capability Area where a firm can specialize and Attractive MJF venue gain competitive advantage By having lower costs or customersatisfying differentiation Mobilize Volunteer Staff Clear distinction Atmosphere & Experience Limited set of competitors Contract Distinctive stars supply Different purchase criteria Attract Barriers people to deter new entrants Value Proposition MJF concerts MJF off MJF frequentation MJF sponsorship MJF recordings MJF Brand & Franchise Target Customer Festival visitors Shops Sponsors Record, TV, artists Franchisees 14

15 Distribution channel 3 What do we offer to our customers? Who are our customers? How do we reach them? How do we get and keep them? WHAT? Value proposition HOW? Value configuration Partnership Core capability How do we operate and deliver? How do we collaborate? What are our key competencies? Revenue Cost HOW MUCH? WHO? Customer segment DISTRIBUTION CHANNEL Relationship What are our revenues? Our pricing? What are our costs? 15

16 3. Distribution channel Value proposition Delivered through Channel Delivered to Customer isa Network setof isa Internet Call center Offering isa Link Actor by Description Reasoning Customer Buying Cycle Value Level Price Level How do we reach our customers? Feel and serve them? 16

17 how do you reach your customers? (model) OFFER CUSTOMER VALUE PROPOSITION COMMUNICATION & DISTRIBUTION CHANNELS CUSTOMER SEGMENTS value proposition 1 value proposition 2 channel 1 channel 2 target customer 1 target customer 2 17

18 Comparing Distribution & Communication Channels Value Proposition Distribution Channel Target Customer Free VoIP delivers Skype Website serves Broadband Internet Users SkypeOut Viral Marketing SkypeIn & Voic Accessory Vendors Software 18

19 Comparing Distribution & Communication Channels (continued) Telco Value Proposition Distribution Channel Target Customer Voice Calls (in/out) delivers Phone serves Private Customer Data Services Retail Shops Business Customer Value Added Services Sales Force Telco Carriers Business Services Website Network Traffic Wholesale Traditional Marketing 19

20 Customer relationship 4 What do we offer to our customers? Who are our customers? How do we reach them? How do we get and keep them? WHAT? Value proposition HOW? Value configuration Partnership Core capability How do we operate and deliver? How do we collaborate? What are our key competencies? Revenue Cost HOW MUCH? WHO? Customer segment Distribution channel CUSTOMER RELATIONSHIP What are our revenues? Our pricing? What are our costs? 20

21 Core capabilities (resources) 5 What do we offer to our customers? Who are our customers? How do we reach them? How do we get and keep them? WHAT? Value proposition HOW? Value configuration Partnership CAPABILITY How do we operate and deliver? How do we collaborate? What are our key competencies? Revenue Cost HOW MUCH? WHO? Customer segment Distribution channel Customer relationship What are our revenues? Our pricing? What are our costs? 21

22 5. Capabilities and resources Infrastructure operation Capability Value proposition isa Mgmt capability setof isa Business capability Resource Actor by Description Reasoning What are our key competencies? 22

23 Comparing Core capabilities and Resources Telco Core Capacity Value Proposition Core Capacity Value Proposition Large user base requires Free VoIP Connecting Users requires Voice Calls (in/out) Interconnectivity SkypeOut Interconnectivity Data Services Create VAS SkypeIn & voic Create VAS Value Added Services Handle Prepayment (CC) SCM Business Services Listen & adapt Free Network Capacity Network Traffic Wholesale Handle Rapid Growth 23

24 6. Activities and value configurations Capability Configuration Value proposition isa Value chain setof isa Value shop Value network Resource Activity Actor Fit Flow Sharing by Description Reasoning How do we operate and deliver? 24

25 Channel Nokia Channel Sony Website Value chain INBOUNT LOGISTICS OPERATIONS OUTBOUND LOGISTICS MARKETING SERVICES Custome r Upload image data share Image network share Data transfer to other customers Data transfer to ColorMailer fit Print Print infrastructure flow Packaging staff flow Pack goods Delivery network flow Market ColorMailer Services Receive complaints share ColorMailer Staff Answer complaints share share Buy, receive & stock material to print on fit General delivery Deliver ColorMailer packages Call center Legend: Activity Resource By ACTOR 25

26 Partnership agreement 7 What do we offer to our customers? Who are our customers? How do we reach them? How do we get and keep them? WHAT? Value proposition HOW? Value chain PARTNERSHIP capability How do we operate and deliver? How do we collaborate? What are our key competencies? Revenue Cost HOW MUCH? WHO? Customer segment Distribution channel Customer relationship What are our revenues? Our pricing? What are our costs? 26

27 7. Partnerships Capability Partnership Value proposition isa Chain setof isa Market Network Activity on Agreement Actor by Description Reasoning How do we collaborate? 27

28 Profit and cost account 8 What do we offer to our customers? Who are our customers? How do we reach them? How do we get and keep them? WHAT? Value proposition HOW? Value chain Partnership capability How do we operate and deliver? How do we collaborate? What are our key competencies? Revenue COST HOW MUCH? WHO? Customer segment Distribution channel Customer relationship What are our revenues? Our pricing? What are our costs? 28

29 8. Revenue model Value proposition Revenue Target Customers setof isa Offering Link for Pricing Description Reasoning What are our revenues? Our pricing? 29

30 Revenue stream > categories REVENUE one time recurrent sale registry Mobile: PRE-PAID card combination Phone registry subscription Usage Time Services subscription Income of the subscription fees to become a member Paid by the buyer and/or the vendor advertisement Income of the ad banners posted on the shopfront Paid by the vendor use transaction commission Income of online sales paid by the buyer Income, percentage of a transaction made by the settlement (affiliate program) 30

31 Comparing Revenue Streams Value Proposition Telco Voice Calls (in/out) Data Services Revenue Stream Value Added Services Voice income Value Proposition Business Services Data Income SkypeOut VAS Distribution Channel Website Revenue Stream SkypeOut Prepaid Other VAS Prepaid Network Traffic Wholesale Distribution Channel Mail/Billing Internet Customer Group Wholesale Network Traffic Business Solutions income VAS income Customer Group Private Customer Broadband Internet Users Business Customer concerns Telco Carriers 31

32 Skype deliver voice & video quality ebay software development free VoIP & value added services website internet global (non segmented) software development large scale low margin free voice-over-ip VoIP telephony & value-added services 32

33 Profit and cost account 9 What do we offer to our customers? Who are our customers? How do we reach them? How do we get and keep them? WHAT? Value proposition HOW? Value chain Partnership capability How do we operate and deliver? How do we collaborate? What are our key competencies? Revenue COST HOW MUCH? WHO? Customer segment Distribution channel Customer relationship What are our revenues? Our pricing? What are our costs? 33

34 9. Cost structure Cost setof isa Account Description Reasoning What are our costs? 34

35 Football Team Club Model describing how a wealth management bank acquires its clients 35

36 how do you reach your customers? (example) OFFER CUSTOMER stadium & box office spectacular offensive football club owned TV channel fans mobile phone TV advertising space & high visibility sales force advertisers 36

37 how do you build relationships with your customers? (example) OFFER CUSTOMER spectacular offensive football personalized website (ticketing) team blog (RSS) fans 37

38 how do you earn your money with this business model? (example) OFFER FINANCE ticket sales spectacular offensive football advertising space & high visibility TV channel subscriber fees mobile phone TV subscriber fees advertising revenues fans advertisers 38

39 value creates revenues Partner Network food & beverages ticketing services promoters ad placement telecom operator TV operator Customer Relationship personalized web profile newsletter team blog (RSS) VIP events with team Core Capability Activity Configuration Value Proposition Distribution Channel Target Customer play attractive & win games brand management video images channel management team management event management venue management ticketing VIP relationship management video crew attractive soccer 360º event (match, dining, shopping) exclusive VIP lounges merchandising renting out stadium stadium POS networks club website (+online TV) club cable TV channel mobile phone TV channel fans (families, etc.) fan groups companies event/concert organizers advertisers Cost Structure Revenue Model team & maintenance infrastructure management marketing video Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out stadium for events advertising revenues merchandising revenues 39

40 creating value requires infrastructure Partner Network food & beverages ticketing services promoters ad placement telecom operator TV operator Customer Relationship personalized web profile newsletter team blog (RSS) VIP events with team Core Capability Activity Configuration Value Proposition Distribution Channel Target Customer play attractive & win games brand management video images channel management team management event management venue management ticketing VIP relationship management video crew attractive soccer 360º event (match, dining, shopping) exclusive VIP lounges merchandising renting out stadium stadium POS networks club website (+online TV) club cable TV channel mobile phone TV channel fans (families, etc.) fan groups companies event/concert organizers advertisers Cost Structure Revenue Model team & maintenance infrastructure management marketing video Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out stadium for events advertising revenues merchandising revenues 40

41 infrastructure generates costs Partner Network food & beverages ticketing services promoters ad placement telecom operator TV operator Customer Relationship personalized web profile newsletter team blog (RSS) VIP events with team Core Capability Activity Configuration Value Proposition Distribution Channel Target Customer play attractive & win games brand management video images channel management team management event management venue management ticketing VIP relationship management video crew attractive soccer 360º event (match, dining, shopping) exclusive VIP lounges merchandising renting out stadium stadium POS networks club website (+online TV) club cable TV channel mobile phone TV channel fans (families, etc.) fan groups companies event/concert organizers advertisers Cost Structure Revenue Model team & maintenance infrastructure management marketing video Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out stadium for events advertising revenues merchandising revenues 41

42 the profit zone Partner Network food & beverages ticketing services promoters ad placement telecom operator TV operator Customer Relationship personalized web profile newsletter team blog (RSS) VIP events with team Core Capability Activity Configuration Value Proposition Distribution Channel Target Customer play attractive & win games brand management video images channel management team management event management venue management ticketing VIP relationship management video crew attractive soccer 360º event (match, dining, shopping) exclusive VIP lounges merchandising renting out stadium stadium POS networks club website (+online TV) club cable TV channel mobile phone TV channel fans (families, etc.) fan groups companies event/concert organizers advertisers Cost Structure Revenue Model team & maintenance infrastructure management marketing video < Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out stadium for events advertising revenues merchandising revenues 42

43 1291 Cityhomes low-cost hotel/rental in New York City young curious Swiss apartment owners CUSTOMER RELATIONSHIPS keep down costs renting out rooms low cost accommodation New York DISTRIBUTION CHANNELS the cost sensible find demand low cost rents 43

44 Tecnovate import young curious Europeans to India to work CUSTOMER RELATIONSHIPS keep down costs ACTIVITY CONFIGURATION low-cost multilingual call center outsourcing DISTRIBUTION CHANNELS European corporations low cost REVENUE STREAMS business process outsourcing up-side down in India 44

45 The e-business Model Modeling Framework Infrastructure operation Partnership Actor Relationship Customer relationship Agreement Mechanism Product Innovation isa Capability Configuration Proposition Channel Customer Resource flow fit share Activity Offering isa Link Criterion Cost Revenue Account Financial aspects Pricing 45