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Thinking Outside In. Identifying New Service Revenue Opportunities. Presented by: Bob Cooper President. Where are we, right now?. About Me. journalist, technical writer, marketer, interactive multimedia designer, entrepreneur, CEO fundraiser, fire-jumper, strategist, advisor, coach

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slide1

Thinking Outside In

Identifying New Service Revenue Opportunities

Presented by:

Bob Cooper

President

about me
About Me
  • journalist, technical writer, marketer, interactive multimedia designer, entrepreneur, CEO
  • fundraiser, fire-jumper, strategist, advisor, coach
  • service designer
workshop agenda
Workshop Agenda
  • How can you use service design to identify new sources of revenue within your existing business?
    • Our 3X3 Model
    • Case studies
    • Think and share exercises
    • Realtime design
why look for new services
Why look for new services?
  • new revenue
  • flexible and adaptable
  • low capital requirements
  • easy to launch
  • high margin (when done right)
cooper s rules
Cooper’s Rules
  • Where there is mystery, there is margin.
  • Create value and money will follow.
  • The first wave of any technology is alway overhypedbut the second wave is always underestimated.
  • What goes around, comes around.
our process
Our Process
  • Define
  • Discover
  • Synthesize
  • Analyze
  • Design
  • Build
  • Launch
service design 3x3 model
Service Design - 3X3 Model

what humans

want

  • Time-based opportunities (1-Dimensional)
  • Depth-based opportunities (2-Dimensional)
  • Intersecting opportunities (3-Dimensional)

what

business

needs

what

technology

enables

sweet spot

first understand your core
First: Understand Your “Core”
  • What is your “end game?”
  • What do YOU need?
  • What do YOU want?
  • What are YOU really good at?
  • What do YOU enjoy doing?
  • What business are YOU REALLY in?

what

business

needs

what are your assets
What Are Your Assets?
  • People
  • Information
  • Knowledge
  • Technology
  • Relationships
  • Proximity
  • Process
  • Other?

Hidden, taken-for-granted, disdained...

el mariachi
El Mariachi

81 minute feature film

$7,000 budget

slide12

Robert Rodriguez

1. Sin City 3 (2011) (in production) 2. Sin City 2 (2010) (pre-production) 3. Shorts (2009) (post-production) 4. Planet Terror (2007) 5. Grindhouse (2007)

6. The Adventures of Sharkboy and Lavagirl 3-D (2005) 7. Sin City (2005) 8. Ten Minute Film School: Big Movies Made Cheap (2004)

9. Ten Minute Cooking School: Puerco Pibil (2004) 10. Ten Minute Flick School: (2004) 11. Inside Troublemaker Studios (2004) 12. Once Upon a Time in Mexico (2003) 13. Spy Kids 3-D: Game Over (2003) 14. Del Castillo: Live (2003) 15. Spy Kids 2: Island of Lost Dreams (2002) 16. Spy Kids (2001) 17. The Faculty (1998) 18. Ten More Minutes: Anatomy of a Shootout (1998) 19. The Robert Rodriguez Ten Minute Film School (1998) 20. From Dusk Till Dawn (1996) 21. Four Rooms (1995) 22. Desperado (1995) 23. Roadracers (1994) (TV) 24. "Rebel Highway" (1 episode, 1994) 25. Mariachi, El (1992) 26. Bedhead (1991)

fresh eyes
Fresh Eyes
  • Receptionist: “Director of First Impressions”
  • Consultants = New Perspective
  • Be willing to plan how to burn down your business
  • What If?
  • Why Not?
slide14
Exercise: What are all the assets you have?Which are taken for granted?Who would be interested in those/that?Example:CHC
technology
Technology
  • The great seducer
  • Technology matters less and less... and more and more
  • Commoditization
  • Integral to everything, but shouldnot be the driver!

what

technology

enables

and yet
And yet...
  • Certain technologies have (and will) fundamentally change things
  • Broadband
  • Storage
  • Mobile
  • Geo-Location
  • Pervasiveness

what

technology

enables

customer chain
Customer Chain
  • Consists of
    • Multiple Touchpoints
    • Interactions
    • Experiences
  • Person to Person
  • Person to Machine
  • Machine to Machine

what humans

want

slide20

Customer Chain

Interaction

Interaction

Interaction

Service

Experience

Experience

Interaction

Interaction

Interaction

Interaction

Experience

Experience

Interaction

Interaction

Experience

Interaction

Interaction

Interaction

Interaction

slide21

Customer Chain

Search

Satisfied

Demand

Restaurant

Meal

Choosing

Leaving

Positioning

Paying Bill

Reservation

Food Prep

Going

Eating

Parking

Cleanliness

Ordering

Signage

Timeliness

Menu

Waiter

then talk with customers
Then, Talk With Customers
  • Sounds simple, right?
  • Amazing how many people don’t
  • Ethnographic research vs focus groups or surveys
  • Lots of tools for this...
understanding customers
Understanding Customers
  • Customer journey mapping
  • Ethnographic research
  • Culture hunts
  • Participant journals
  • Contextual interviews
  • Shadowing
  • Experience surveying
  • Filming
  • Personas
  • Empathy tools
  • Card sorting
  • Relationship mapping
  • Graphic facilitation
  • Co-creation
  • Storyboarding
  • Service prototyping
  • Desktop walkthroughs
  • Service specifications
  • Service blueprint

Ask, Observe, Co-Design!

understanding customers1
Understanding Customers
  • What do your customers actually need or want?
  • What do your customers actually get?
  • How do they think of you?
  • Redefine your market in terms of customer activities and customer outcomes - not “products and services”
customer journey
Customer Journey
  • Time-based sequence of logically related activities
  • Consumers
    • Stage of life (education, career, parenting, retiring)
    • Specific interest (rock climbing, auto restoration)
    • Ownership of asset (home, car, camera, motorcycle)
  • Business
    • Process (logistics, risk management, HR, finance)
    • Assets (computer equipment, machinery, trucks)
customer journey1
Customer Journey
  • Leads to defined customer outcomes
    • Retirees want “financial independence”
    • Diners want “good food without the hassle”
    • Computer buyers want “higher productivity”
    • Flyers want “to get there on time with a positive attitude”
service design 3x3 model1
Service Design - 3X3 Model

what humans

want

what

business

needs

what

technology

enables

new service revenue

3x3 model
3X3 Model
  • Time-based opportunities (1-Dimensional)
  • Depth-based opportunities (2-Dimensional)
  • Intersecting opportunities (3-Dimensional)
time based opps 1 d
Time-Based Opps (1-D)
  • Add services that come before your sale
    • Why couldn’t Continental offer parking?
  • Add services that come after your sale
    • Luggage delivery service?
time based opps 1 d1
Time-Based Opps (1-D)
  • Add services that accompany your core
    • Rent a GPS unit to people renting cars
  • Supplement your core with a network-based service
    • On-Star / Avanceon / Rock crusher
  • Provide ongoing updates
    • Most software today
depth based opps 2 d
Depth-Based Opps (2-D)
  • customize the core for customers?
  • store the product for customers?
  • replace your customer’s inventory-control?
  • take over your customer’s low value (no value) processes?
  • leverage your process expertise?
intersecting opps 3 d
Intersecting Opps (3-D)

Leverage your knowledge, assets, brand, experience in other markets

Find the intersections with other customer journeys in other markets

Could be close or could be far away

intersecting opps 3 d1
Intersecting Opps (3-D)

Having a Baby

Current Market: Travel

Buying

Insurance

Purchasinga Car

slide35

Search

Search

Search

Search

Search

Satisfied?

Satisfied?

Search

Search

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Leaving

Leaving

Demand

Demand

Demand

Demand

Demand

Demand

Demand

Restaurant Meal

Catering

Order Takeout Online

Event Hosting

Delivery

Paying bill

Paying bill

Choosing

Choosing

Choosing

Choosing

Choosing

Leaving

Leaving

Leaving

Leaving

Leaving

Choosing

Choosing

Meal

Meal

Positioning

Positioning

Positioning

Positioning

Positioning

Paying Bill

Paying Bill

Paying Bill

Paying Bill

Paying Bill

Food prep

Food prep

Positioning

Positioning

Reservation

Reservation

Reservation

Reservation

Reservation

Food Prep

Food Prep

Food Prep

Food Prep

Food Prep

Reservation

Reservation

Cleanliness

Cleanliness

Going

Going

Going

Going

Going

Eating

Eating

Eating

Eating

Eating

Ordering

Ordering

Parking

Parking

Timeliness

Timeliness

Signage

Signage

Parking

Parking

Parking

Parking

Parking

Cleanliness

Cleanliness

Cleanliness

Cleanliness

Cleanliness

Ordering

Ordering

Ordering

Ordering

Ordering

Menu

Menu

Waiter

Waiter

Signage

Signage

Signage

Signage

Signage

Timeliness

Timeliness

Timeliness

Timeliness

Timeliness

Menu

Menu

Menu

Menu

Menu

Waiter

Waiter

Waiter

Waiter

Waiter

slide36

No Patents?

No Products?

People

Assets

Process

Knowledge

No Proprietary Process?

No Problem!

conclusion
Conclusion
  • Get outside your box - and look at it with new eyes
  • Know what you don’t know
  • Talk with and watch your customers
  • Aim/Fire, Aim/Fire, Aim/Fire
  • Be 80% right - and keep moving
thanks
Thanks
  • Email: BCooper@FrontierServiceDesign.com
  • Website & Blog: www.FrontierServiceDesign.com