Inline analysis part 2 business model generation ch 1
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Inline analysis, part 2 (Business Model Generation Ch 1). 06-09-2013 Elisabeth Broe Christensen. Recap today – 15 min, group 1. Sune Andreas Dybro Debel Jacob Stenum Czepluch Anders Brorup Jørgensen Jakob Bang Helvind Daniel James Hommel Varab. Recap next time – 15 min, group 2.

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Inline analysis, part 2 (Business Model Generation Ch 1)

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Inline analysis part 2 business model generation ch 1

Inline analysis, part 2(Business Model Generation Ch 1)

06-09-2013

Elisabeth Broe Christensen


Recap today 15 min group 1

Recap today – 15 min, group 1

  • Sune Andreas Dybro Debel

  • Jacob Stenum Czepluch

  • Anders Brorup Jørgensen

  • Jakob Bang Helvind

  • Daniel James Hommel Varab


Recap next time 15 min group 2

Recap next time – 15 min, group 2

  • Ellen Engdahl

  • Martin Rønning Bech

  • Morten Roed

  • Mikkel Larsen

  • Jens Egholm

  • Christoffer Stougaard Pedersen


Todays learning goals

Todays learning goals

  • Understand block 3-9 of the Business Model Canvas

  • Understandwhat company goals are and how they differ from and relate to your project goals.

  • Be able to look for and use available information to gain insight into aspects of a company’s business model and goals

    and

  • Be able to ask a company relevant questions to verify/discoverit’s Business Model and Goals and understand the answers.


Todays agenda

Todays agenda

  • Recap by Group 1

  • Business Model Canvas, part 2: BMG ch 1

  • Business goals (+ideas on where to find them)

  • Business Model Canvas, part 3: BMG ch 1

  • Service  : A suggested timeline for your project.


Inline analysis part 2 business model generation ch 1

Business Model – the 9 Building Blocks

2. Value Propositions

4. Customer Relationships

8. Key Partnerships

7. Key Activities

1. Customer Segments

3. Channels

5.Revenue Streams

9. Cost Structure

6. Key resources


3 channels bmg p 26 27

3. Channels (BMG p 26-27):

‘The channels building block describes:

  • how a company communicates with

    and

  • reaches its Customer Segments

    to

  • deliver a Value Proposition’


3 channels customer interface communications distribution and sales

3. Channels = customer interface:Communications, distribution and sales

Channel functions:

  • Raise awareness among customers

  • Help customers evaluate

  • Allow customers to purchase

  • Deliver value propostion

  • Provide post-purchase support

Examples, please?


Inline analysis part 2 business model generation ch 1

Business Model – the 9 Building Blocks

2. Value Propositions

4. Customer Relationships

8. Key Partnerships

7. Key Activities

1. Customer Segments

3. Channels

5.Revenue Streams

9. Cost Structure

6. Key resources


4 customer relationships

4. Customer Relationships

‘The types of relationships a company establishes with specific customer segments.’

Personal Automated

Driven by

  • Customer acquisition

  • Customer retention

  • Boosting sales upselling/cross selling

  • Resources required compared to benefits obtained

  • And of course by what customers prefer!!!!!

?


Inline analysis part 2 business model generation ch 1

Business Model – the 9 Building Blocks

2. Value Propositions

4. Customer Relationships

8. Key Partnerships

7. Key Activities

1. Customer Segments

3. Channels

5.Revenue Streams

9. Cost Structure

6. Key resources


Revenue streams

Revenue streams

  • The simple cases: Eachcustomer segment is offered a value proposition which it pays a fixedprice for:

    Revenue = Σ (price * number of buys)

    all segments

  • In general it is all the money an organizationgets - from customers, sponsors, donors etc. etc.

  • Mini exercise, IKEA:

  • Write down 2-3 IKEA revenuestreams (alone, 2 min)

  • Share it with the person next to you. Discusswhich

  • of the revenuestreams is most important to IKEA.


4 revenue streams

4. Revenue streams

Two types:

  • One-off payment

  • Recurring payment – e.g. recurring delivery or post-purchase support

Why do we care - what difference does it make to the company if it’s one-off or recurring?


4 revenue streams1

4. Revenue streams

Different ways to generate revenue – e.g.:

  • Sell a physical product

  • Usage fee

  • Subscription fee

  • Lending/renting/leasing

  • Licensing

  • Brokerage fees

  • Advertising

Which are one-off or and which are recurring?


When there are several revenue streams

When there are several revenue streams:

Important: Size and relative importance of each? Profitability of each?

Examples:

  • Apple: Hardware + music & apps via iTunes

  • IBM: Different IT-products and services

  • Distributor selling 100+ products from different manufacturers


Todays agenda1

Todays agenda

  • Recap by Group 1

  • Business Model Canvas, part 2: BMG ch 1

  • Business goals (+ideas on where to find them)

  • Business Model Canvas, part 3: BMG ch 1

  • Service  : A suggested timeline for your project.


Goals ideas on where to find them

Goals (+ideas on where to find them)

Company’s short and long term goals.

Where? – goodplaces to look for it:

  • Commercial companies: Annualreport and/or profile brochure - example: http://report2011.novozymes.com/

  • Public and non-profit, DK: Resultatkontrakter – example: http://itu.dk/da/Om-IT-Universitetet/Organisation_tal_og_fakta/Tal_og_fakta/Udviklingskontrakter

What are ITUs key goals, please?

Yours?

Why is it important to know?


Todays agenda2

Todays agenda

  • Recap by Group 1

  • Business Model Canvas, part 2: BMG ch 1

  • Business goals (+ideas on where to find them)

  • Business Model Canvas, part 3: BMG ch 1

  • Service  : A suggested timeline for your project.


Inline analysis part 2 business model generation ch 1

Business Model – the 9 Building Blocks

2. Value Propositions

4. Customer Relationships

8. Key Partnerships

7. Key Activities

1. Customer Segments

3. Channels

5.RevenueStreams

9. Cost Structure

6. Key resources


6 key resources bmg p 34 35

6. Key resources(BMG p 34-35)

‘The most important assets to make a business model work’, i.e. to

  • Create and offer value proposition

  • Reach markets

  • Maintain relationships with customer segments

  • Earn revenues

    Can be physical, financial, intellectual or human.

    Can be owned, leased or acquired from key partners.

What are ITUs key resources, please?

IKEA’s? Yours?


Inline analysis part 2 business model generation ch 1

Business Model – the 9 Building Blocks

2. Value Propositions

4. Customer Relationships

8. Key Partnerships

7. Key Activities

1. Customer Segments

3. Channels

5.RevenueStreams

6.Keyresources

9. Cost Structure


7 key activities

7. Key activities

‘The most important things a company must do to make a business model work’, i.e. to

  • Create and offer value proposition

  • Reach markets

  • Maintain relationships with customer segments

  • Earn revenues

    Likekeyresources, keyactivitiesdifferdepending on business model type.

    See BMG chapter 2: ‘Patterns’ for someexamples.

What are ITUs key activities, please?

IKEA’s?


Inline analysis part 2 business model generation ch 1

Business Model – the 9 Building Blocks

2. Value Propositions

4. Customer Relationships

8. Key Partnerships

7. KeyActivities

1. Customer Segments

3. Channels

5.RevenueStreams

6. Keyresources

9. Cost Structure


8 key partnerships types and motivations

8. Key partnerships:Types and motivations

Types:

  • Strategic alliance – non-competitors

  • Coopetition

  • Joint venture to develop new business

  • Buyer-supplier relationship

    Motivations:

  • Optimization/economy of scale

  • Reduction of risk & uncertainty

  • Acquisition of particular resources or activities

Examples, please?


Inline analysis part 2 business model generation ch 1

Business Model – the 9 Building Blocks

2. Value Propositions

4. Customer Relationships

8. KeyPartnerships

7. KeyActivities

1. Customer Segments

3. Channels

5.RevenueStreams

6. Keyresources

9. Cost Structure


9 cost structure p40 41

9. Cost structure (p40-41)

‘Most important costs incurred when operating under a particular business model’

Always to be minimized, but more important to some than to others:

Two classes og business models:

  • Cost-driven

  • Value-driven

    Cost characteristics:

  • Fixed/variable

  • Economies of scale/scope

What are ITUs main costs, please?

IKEA’s? Yours?

Why is it important to know?


Costs sources

Costs - sources

Where would you look in order to find info on a company’s costs and their relative importance?


Todays agenda3

Todays agenda

  • Recap by Group 1

  • Business Model Canvas, part 2: BMG ch 1

  • Business goals (+ideas on where to find them)

  • Business Model Canvas, part 3: BMG ch 1

  • Service  : A suggested timeline for your project.


Service a suggested timeline for your project

Service  : A suggested timeline for your project

Using baseline planning (Bødker et al. sec 9.1)


Inline analysis part 2 business model generation ch 1

DATE: 26/10

DATE: 20/11

DATE: 27/9

DATE: 30/8

DATE: 29/11


Inline analysis part 2 business model generation ch 1

DATE: 26/10

DATE: 20/11

DATE: 27/9

DATE: 30/8

DATE: 29/11

Canvas – firstdraft, based on secon-dary data

Canvas: firstfull version verified with firm


Next time wednesday 11 9

Next time: Wednesday 11/9

External environment


In line phase activities b dker et al p128 133 business model generation

In-line phase: ActivitiesBødker et al p128-133 + Business Model Generation

  • Analyzing the business strategy

    • Business model (Canvas)

  • Analyzing the environment

    • Competitors

    • External stake holders

    • Trends (incl. Technology)

  • Analyzing the IT Strategy

  • (Innovative Technology)

  • Identifying the project’s work domains

  • Writing a report


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