Επιχειρηματικότητα Υψηλής Τεχνολογίας business plan & models,...

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Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

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Page 1: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Επιχειρηματικότητα Υψηλής Τεχνολογίας

Business Plan & Models, Business Strategy & Innovation

Page 2: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Business ModelA business model describes the design or

architecture of the value creation, delivery, and capture mechanisms it employs.

The essence of a business model is in defining the manner by which the enterprise delivers value to customers, entices customers to pay for value, and converts those payments to profit.

It thus reflects management’s hypothesis about what customers want, how they want it, and how the enterprise can organize to best meet those needs, get paid for doing so, and make a profit.

Page 3: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Elements of Business Model Design

Page 4: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Business Model necessity consumer choice, transaction costs, and

heterogeneity amongst consumers and producers, and competition.

Technology innovation , new discoveriesm new customer needs

New business models are innovation by themselves

Various business models need to be adjusted, and adapted to customer needs

There is no “gold” formula

Page 5: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Innovative Business Model examples

eBay raised revenues with ads for real estate and jobs

The ‘freemium’ model has been adopted by Adobe (for its PDF reader), Skype and MySpace, Flickr’s multiple revenue streams model to on-line Web videos, allowing users to personalize and disseminate videos for business or consumer purposes. Offer basic services for “free” while premium services are charged.

multiple revenue stream business model involves collecting subscription fees, charging advertisers for contextual advertising, and receiving sponsorship and revenue-sharing fees from partnerships with retail chains and complementary service companies.

Page 6: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Business Model, Plan & business strategy

A business model is more generic than a business strategy. Coupling strategy and business model analysis is needed to protect competitive advantage resulting from new business model design.

- Dell business models were different, superior, and required supporting processes that were hard for competitors to replicate - namely Dell developed supporting services and products to build beside desktop and laptop computers, and has since added printers, digital projectors and computer-related electronics. The whole strategy depended on the availability of numerous suppliers able to produce completive products

Page 7: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Business Plan – Strategy The business model developed around Google’s product/service innovation required

heavy investment in computing power as well as in software.

Assets , Google writes their own software and develop hardware.

The Google revenue model eschewed funding from advertisers: directed search biased to favor advertisers was perceived

Google accommodate advertising (thereby enabling revenue generation) without subtracting from the search experience,

An integrated approach (by fulfilling their own software and hardware requirements) to keep control of their product/service offering, ensuring its delivery and its quality.

Page 8: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Steps to achieve sustainable BM

Page 9: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Technology Innovation & Imitation

Technology innovation does not guarantee success

Business model should be couple with business strategy and assets, marketing plan and developments

Very often innovative technology BM fail due to luck of commercialization strategy

It is never easy to imitate a successful BM without business analysis

Innovation might or not be in the technology

Ie. Dell didn’t bring any

improvements to the technology of the Personal Computer e but it did combine both suppliers’

and its own organizational/distribution system innovations to deliver compelling value to end customers and partners

Page 10: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

How to build a BMA analytical approach of the current Ecosystem considering:

How does the product or service bring utility to the consumer? How is it likely to be used?

If innovation requires the provision of complements, are the necessary complements already available to the consumer with the convenience and price that is desirable (or possible)?;

What is the ‘deep truth’ about what customers really value and how will the firm’s service/product offering satisfy those needs? What might the customer ‘pay’ for receiving this value?;

How large is the market? Is the product/service honed to support a mass market?;

Are there alternative offerings already in the market? How is the offering superior to them?

How can imitators be held at bay, and how should value be delivered, priced, and appropriated?

Page 11: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Where is the industry in its evolution? Has a ‘dominant design’ emerged?

What are the (contractual) structures needed to combine the activities that must be performed to deliver value to the consumer? Both lateral and vertical integration and outsourcing issues need to be considered.

What will it cost to provide the product/service?

How to build a BM

Page 12: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Business Environment -

Ecosystem Key success factors

Listen to the customers – learn fast and evaluate their needs

Assess the business environment (evaluate the competitors, the market needs, the political cultural situation, regulatory limitations etc.)

Choose the right business model and build it from the scratch

Build a clear “go to the market” strategy

Page 13: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Business Plan – The whole picture

The business plan provides the details of your business. It takes the focus of the business model and builds upon it. It explains the equipment and staff needed to meet the details of the business model. It also explains the marketing strategy of your small business, or how your business will attract and retain customers, and deal with the competition. Furthermore, the business plan explains the financial stability of your small business at a particular point in time, as well as in the forecasted future. Overall, the business plan supports the business model and explains the steps needed to achieve the goals of that model.

Page 14: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Business Plan Context

Page 15: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Business Plan Basic Phases

Phase 1 - Concept Definition. Acknowledging the fact that market growth and user demand, along with technology push and regulatory / political context, are the basic parameters for successful service / product roll-out, in today’s fast evolving and converging market landscape, the first step in the procedure would be the formulation of the concept to be modelled and analysed considering the aforementioned drivers. This can be defined at a fair level of abstraction and in terms of services/products it effectively constitutes of:

A definition / identification of the services / products;

The targeted market(s) / customers;

The needs addressed within the market / technology / regulatory concept;

The overall vision of a potential venture;

Page 16: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Phase 2 - Business Modelling and Analysis. This phase is fed with the following input:

The product / service concept defined in phase 1;

The positioning decisions of the company (e.g. it may be cost leadership, differentiation with respect to some key attribute, or focalisation on specific/vertical market segments). If such positioning is not available, then it can be derived from the evaluation of different scenarios at a latter stage;

A context / convenience analysis, including actual and potential competitors, relevant regulatory status, technology background and enablers, as well as current trends in these areas. Insights on the different threats and opportunities faced for the involved companies, and analysis of the strengths and weaknesses of major actors in the area are provided;

An assessment of the size and value of the corresponding / targeted market(s), to assure its potential in providing viable ventures.

The actual business modelling exercise, would then try to combine the identified actors, under the assumptions of the identified market and regulatory landscape, derive roles for business entities and define relationships that create value

Business Plan Basic Phases

Page 17: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Phase 3 – Business Case. The business Case building phase is the one that actually yields the results of the overall process. Once a sustainable business is identified via Phase 2, a mapping of services / products to those environments that bear a potential is stabilised and service scenarios customising the business modelling relationships into such environments are defined. These scenarios – whose definition may span over the complete service/product lifetime – are then separately or jointly evaluated through market planning, and appropriate investment and market analysis, including interest, sustainability and competition issues. A detailed market insight is produced at this stage, including the selection of critical success factors and the analysis of the business attractiveness. The outcome of this process is the building of business cases, performing sensitivity analyses for the impact of critical parameters / assumptions, and providing all appropriate well-established financial performance metrics.

Business Plan Basic Phases

Page 18: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Digital Distribution Market – A demanding Ecosystem for

Business modelsThe Digital Distribution Market is served in a

number of different industries: the Internet, Mobile Communications and Broadcasting. Internet Evolution Advanced computer technology Growing broadband access Converging industries (broadcasting and Telecom)Piracy and security issues – content delivery.

Page 19: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

BM Elements 1A business model is nothing else than a description of the value a company offers to one or several segments of customers and the architecture of the firm and its network of partners for creating, marketing and delivering this value and relationship capital, in order to generate profitable and sustainable revenue streams.

Page 20: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

BM Elements 2

Page 21: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

BM Elements 3

Page 22: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Digital Distribution Market Business Ecosystem

Page 23: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

Technology Market Actors

Page 24: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

SWOT The SWOT (strengths, weaknesses, opportunities, threats)

analysis is an important task and reveals a number of significant threats, putting a high risk in related investments. It is very important that the opportunities are driven by solid market demands, and that the following critical success factors Strong cooperation with all market actors to ensure that market

requirements and business plans are sufficiently supported by the enabling technologies developed

Standardisation is the key to enable the wide adoption of the technologies

Strong cooperation in researching solutions for enabling technologies to provide better exploitation potential

Dissemination and training of relevant actors to promote the technologies

Page 25: Επιχειρηματικότητα Υψηλής Τεχνολογίας Business Plan & Models, Business Strategy & Innovation

A real BM example step by step