20131023 #bmg @10th ceo-day by vujàdé ltd
DESCRIPTION
Developing and execution of your business model with Osterwalder's business model canvas and further plug-in tools. Besides reading The Lean Startup of Eric Ries, you and your team have probably used the business model canvas of Alexander Osterwalder. If you didn't you should definitely participate in this workshop. If you did we promise to share some useful and practical insights in how to get more out of the tool. Basics: Business Model Canvas Design Mentality: Prototyping | Hypotheses | Testing | Iteration Customer focus: Value Proposition CanvasTRANSCRIPT
© Vujàdé Ltd. – Supporting Forward Thinking
Jasper Bouwsma Founder & CEO Vujàdé Ltd.
Bern, Switzerland 2013.10.23 Phot
o by
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jàdé
Ltd
– J
aspe
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BUSINESS MODEL GENERATION A common language to develop and discuss business models in teams
© Vujàdé Ltd. – Supporting Forward Thinking 2
Vu-jà-dé
Vujàdé is the opposite of deja vu and gives the impression that something has not yet taken place, or has never been there.
Vujàdé is the opposite of deja vu and gives the impression that something
has not yet taken place, or has never been there.
In other words, Vujàdé stands for innovation.
Photo by: Vujàdé Ltd – Jasper Bouwsma Phot
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aspe
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© Vujàdé Ltd. – Supporting Forward Thinking 3
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© Vujàdé Ltd. – Supporting Forward Thinking
1. CORPORATE CONSULTING
2. START-UP SUPPORT
3. INCUBATION
À PROPOS
PARTNER
Phot
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jàdé
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© Vujàdé Ltd. – Supporting Forward Thinking
Vujàdé unterstützt Entrepreneure, Start-ups und etablierte Unternehmen bei der erfolgreiche Weiterentwicklung und Vermarktung deren Innovationen.
Durch die Kombination von diversen Start-up und Firmenerfahrungen bringt Jasper einmalige Einsichten in Innovationsstrategie, den typischen Fehltritten und die Erfolgsfaktoren mit.
Jasper, geboren und aufgewachsen in Holland, studierte International Business an der Universität Maastricht (NL) und an der Universität Fribourg (CH). Zusätzlich belegte er Kurse in Innovationsstrategie und Management am MIT Sloan in Boston (USA) und am Stanford Research Institute in Menlo Park (USA).
Bis 2008 arbeitete er für den Schweizer Telekommunikationsanbieter Swisscom,
wo er die Inkubationsaktivitäten als “Head of Incubation” initiierte und führte. Im Herbst 2008 hat er die Vujàdé Ltd. gegründet.
Jasper lebt mit seiner Frau, zwei Töchtern und einem Sohn in der Nähe von Bern.
Jasper Bouwsma Founder & CEO Vujàdé Ltd.
Photo by: Vujàdé Ltd – Jasper Bouwsma
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
TOPIC OUR
FOR THE NEXT 90’
© Vujàdé Ltd. – Supporting Forward Thinking Slide | Slide | © Vujàdé Ltd. – Supporting Forward Thinking 7
Business Modeling
© Vujàdé Ltd. – Supporting Forward Thinking Slide | Slide | © Vujàdé Ltd. – Supporting Forward Thinking 8
Business Modeling
© Vujàdé Ltd. – Supporting Forward Thinking Slide | Slide | 9
Alexander Osterwalder A Swiss Business Book author.
© Vujàdé Ltd. – Supporting Forward Thinking Slide | Slide | © Vujàdé Ltd. – Supporting Forward Thinking 10
Insert Photo of book with Jasper’s Name.
Co-Created by 470 practitioners from 45 countries.
© Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
PITCH & REFLECT A NEW GENERATION THE BUSINESS MODEL GENERATION
LET’S GET TO WORK: 10 CASES 10 GROUPS
I II III
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© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BUT BEFORE WE
START
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
EXPECTATIONS YOUR WHAT ARE ?!
© Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
PITCH & REFLECT A NEW GENERATION THE BUSINESS MODEL GENERATION
LET’S GET TO WORK: 10 GROUPS, 11 CASES
I II III
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© Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
II III 1 2 3
BUSINESS MODEL GENERATION
I
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© Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
II III 1 2 3
BUSINESS MODEL GENERATION
I
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© Vujàdé Ltd. – Supporting Forward Thinking 17
QUESTION HOW MUCH DOES 1KG COFFEE COST
?
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
CHF6.95
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
CHF95.-
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
WHY HAS NESPRESSO BEEN SO SUCCESSFUL?
?
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
NESPRESSO CHANGED THE
BUSINESS MODEL FOR COFFEE
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
RESULT 2011 USD3.2B
(BY A SINGLE PRODUCT…)
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BUZZ GROUP
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
DISCUSS & DESCRIBE WHAT YOU THINK
NESPRESSO’S BUSINESS MODEL
IS.
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
1’
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BUZZZZZZZ
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
PLEASE EXCUSE MYFRENCH
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BUT THAT IS
BLAH BOARD ROOM BLAH BLAH
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BULL SHIT BINGO
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Business Model Canvas: Creating a common language for business modeling.
© Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
II III 1 2 3
BUSINESS MODEL GENERATION
I
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© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
© Vujàdé Ltd. – Supporting Forward Thinking
THE BUSINESS MODEL CANVAS
Alexander Osterwalder www.businessmodelgeneration.com
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
THE BUSINESS MODEL CANVAS
© Vujàdé Ltd. – Supporting Forward Thinking
THE BUSINESS MODEL CANVAS
Alexander Osterwalder www.businessmodelgeneration.com
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
THE BUSINESS MODEL CANVAS
© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking
THE BUSINESS MODEL CANVAS
Alexander Osterwalder www.businessmodelgeneration.com
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
THE BUSINESS MODEL CANVAS
© Vujàdé Ltd. – Supporting Forward Thinking
THE BUSINESS MODEL CANVAS
Alexander Osterwalder www.businessmodelgeneration.com
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
KEY RESOURCES
THE BUSINESS MODEL CANVAS
House- hold
N-Club
Stores
Produc-tion
Marketing
Machine Pro-
ducers
Produc-tion
Distri-bution
Marketing Machine Pods
Call Center N.com
Brand
Produc-tion
facilities
Distri-
bution
channel
s
Retail
Patents IP
(1800+ patents) Business
© Vujàdé Ltd. – Supporting Forward Thinking
ANECDOTE
© Vujàdé Ltd. – Supporting Forward Thinking
THE BUSINESS MODEL CANVAS
Alexander Osterwalder www.businessmodelgeneration.com
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
THE BUSINESS MODEL CANVAS
House- hold
N-Club
Stores
Produc-tion
Marketing
Machine Pro-
ducers
Produc-tion
Distri-bution
Marketing Machine Pods
Call Center N.com
Brand
Produc-tion
facilities
Distri-
bution
channel
s
Retail
Patents IP
(1800+ patents) Business
© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking
WHAT IS A BUSINESS MODEL
?
© Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
REVENUE MODEL ≠
BUSINESS MODEL
© Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
A BUSINESS MODEL DESCRIBES THE
RATIONALE OF HOW AN ORGANIZATION
CREATES, DELIVERS, AND CAPTURES VALUE
© Vujàdé Ltd. – Supporting Forward Thinking
THE BUSINESS MODEL CANVAS
Alexander Osterwalder www.businessmodelgeneration.com
COST STRUCTURE REVENUE STREAMS
KEY PARTNERS
KEY ACTIVITIES
KEY RESOURCES
CHANNELS
CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
VALUE PROPOSITIONS
THE BUSINESS MODEL CANVAS
© Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
II III 1 2 3
BUSINESS MODEL GENERATION
I
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© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
5’ EXERCISE
BUSINESS MODEL
THE BUSINESS MODEL CANVASKeyPartners
Project Name Iteration Nr
Channels
www.businessmodelgeneration.comThis work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send aletter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
Vujàdé Ltd. – Consulting I Start-up Support I IncubationElfenaustrasse 3 I CH-2502 Biel/Bienne I Switzerland +41 32 32 32 300 I [email protected] I www.vujade.comwww.slideshare.net/vujade
KeyActivities
ValueProposition
CustomerRelationship
CustomerSegments
KeyRessources
CostStructure
RevenueStreams
images by Mathilde
images by Mathilde
community
community
catalogue development
catalogue development
employees
employees
worldwide coverage
worldwide coverage
sales & marketing
sales & marketing
platform
platform
pay pal
pay pal
sales & marketing
sales & marketing
photographers
photographers
helpdesk
helpdesk
© Vujàdé Ltd. – Supporting Forward Thinking
VALUE PROPOSITIONS
KEY ACTIVITIES
KEY RESOURCES
REVENUE STREAMS COST STRUCTURE
KEY PARTNERS CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
CHANNELS
Images by Mathilda, with warm thanks to Yves Pigneur
© Vujàdé Ltd. – Supporting Forward Thinking
VALUE PROPOSITIONS
KEY ACTIVITIES
KEY RESOURCES
REVENUE STREAMS COST STRUCTURE
KEY PARTNERS CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
CHANNELS
Images by XPLANE, with warm thanks to Alexander Osterwalder
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
5’
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BUZZZZZZZ
© Vujàdé Ltd. – Supporting Forward Thinking
VALUE PROPOSITIONS
KEY ACTIVITIES
KEY RESOURCES
REVENUE STREAMS COST STRUCTURE
KEY PARTNERS CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
CHANNELS
Images by XPLANE, with warm thanks to Alexander Osterwalder
© Vujàdé Ltd. – Supporting Forward Thinking
VALUE PROPOSITIONS
KEY ACTIVITIES
KEY RESOURCES
REVENUE STREAMS COST STRUCTURE
KEY PARTNERS CUSTOMER SEGMENTS
CUSTOMER RELATIONSHIP
CHANNELS
Images by Mathilda, with warm thanks to Yves Pigneur
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
BEFORE
WE MOVE
ON
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
WE SHOULD QUICKLY FINISH
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
TALKING ABOUT
COFFEE
© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
HAS TAKEN A WHILE TO BECOME
SUCCESSFUL…
NESPRESSO
© Vujàdé Ltd. – Supporting Forward Thinking
1987
© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
THE RIGHT BUSINESS MODEL CAN BE THE DIFFERENCE BETWEEN SUCCESS AND
FAILURE FOR EXACTLY THE SAME TECHNOLOGY OR
PRODUCT
© Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
WHY WILL NESPRESSO EVEN
BE MORE SUCCESSFUL?
?
© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking Vujàdé Ltd. – Supporting Forward Thinking
WE ARE MOVING FROM PORTFOLIOS OF PRODUCTS
TO PORTFOLIOS OF
BUSINESS MODELS.
© Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
PITCH & REFLECT A NEW GENERATION THE BUSINESS MODEL GENERATION
LET’S GET TO WORK: 10 GROUPS, 11 CASES
I II III
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: Vu
jàdé
Ltd
– J
aspe
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uwsm
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© Vujàdé Ltd. – Supporting Forward Thinking
© Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
I III
LET’S GET TO WORK 5 CASES 5 GROUPS
II 1 2 3
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© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
10GROUPS 11CASES
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
10 GROUPS | 11 CASES
You are ... a record labelYou generate revenues from the sale of recordings.
You are ... an auto manufacturerYou generate revenues from the sale of cars.
You are ... a bankYou generate revenues from transaction fees and asset management.
You are ... a pharma companyYou generate revenues from the sale of medicines.
You are ... a publishing houseYou generate revenues from the sale of books, newspapers, magazines, etc.
You are ... a trading companyYou generate revenues from the sale of goods abroad.
You are ... a retailerYou generate revenues from the sale of single items which you purchase from supply chain partners.
You are ... a transportation businessYou generate revenues from ticket sales for trips.
010001100010
001011
You are ... a software companyYou generate revenues from the sale of licences.
You are ... a mobile phone operatorYou generate revenues from usage fees.
You are ... a car repair centreYou generate revenues from the sale of spare parts and repair contracts.
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
10 GROUPS | 11 CASES A CHALLENGE FOR EACH…
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
10 GROUPS | 11 CASES A CHALENGE FOR EACH..
You are ... a record labelYou generate revenues from the sale of recordings.
You are ... an auto manufacturerYou generate revenues from the sale of cars.
You are ... a bankYou generate revenues from transaction fees and asset management.
You are ... a pharma companyYou generate revenues from the sale of medicines.
You are ... a publishing houseYou generate revenues from the sale of books, newspapers, magazines, etc.
You are ... a trading companyYou generate revenues from the sale of goods abroad.
You are ... a retailerYou generate revenues from the sale of single items which you purchase from supply chain partners.
You are ... a transportation businessYou generate revenues from ticket sales for trips.
010001100010
001011
You are ... a software companyYou generate revenues from the sale of licences.
You are ... a mobile phone operatorYou generate revenues from usage fees.
You are ... a car repair centreYou generate revenues from the sale of spare parts and repair contracts.
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Work on the front-stage of the Business Model Canvas • Value Proposition, • Customer Segments, • Customer Relationship, • Channels, • Revenue Streams 25 Minuten
Past
Future
10 GROUPS | 11 CASES ENJOY PART 1 (20’)
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Work on the Back-stage of the Business Model Canvas • Value Proposition, • Key Activities, • Key Resources, • Key Partners, • Cost Structure 20 Minutes
Past
Future
10 GROUPS | 11 CASES ENJOY PART 2 (20’)
© Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
REFLEXION A NEW GENERATION THE BUSINESS MODEL GENERATION
LET’S GET TO WORK: 10 GROUPS, 11 CASES
I II III
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© Vujàdé Ltd. – Supporting Forward Thinking
AGENDA
I II 1 2 3
PITCH & REFLEXION
III
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© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
Share your key-findings: • Bankruptcy or is their a future for your case? • Will it be easy to face the challenge? • Was the canvas useful for the group discussion?
10 GROUPS | 11 CASES PITCH PER GROUP (2’)
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
WRAP
UP VJD
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
HORIZONTAL ITERATION
VERT
ICAL
IT
ERAT
ION
INCREASE INSIGHT
ITERATE ITERATE ITERATE GET SMARTER DURING YOUR JOURNEY
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
NEW OLD
VJD
SHAKEN NOT STIRRED COMBINE THE BEST OF BOTH WORLDS
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
THE OF G
E T O U T
B U I N G I D L
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
FURTHER METHODS
SOME
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
BUSINESS MODEL ENVIRONMENT
BUSINESS MODEL ENVIRONMENT
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
BUSINESS MODEL ENVIRONMENT
VALUE PROPOSITION CANVAS
CUSTOMER JOBS
PRODUCTS & SERVICES
PAIN RELIEVERS
GAIN CREATORS GAINS
PAINS
© Vujàdé Ltd. – Supporting Forward Thinking Alexander Osterwalder www.businessmodelgeneration.com
© Vujàdé Ltd. – Supporting Forward Thinking © Vujàdé Ltd. – Supporting Forward Thinking
QUESTIONS & ANSWERS
© Vujàdé Ltd. – Supporting Forward Thinking
Eric Hoffer, (July 25, 1902 – May 21, 1983) American social writer and philosopher ”
In times of change learners inherit the earth;
while the learned find themselves beautifully equipped to deal with a
world that no longer exists.
“
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Jasp
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© Vujàdé Ltd. – Supporting Forward Thinking
Vujàdé Ltd. Postal Address P.O. Box 4 CH-3257 Grossaffoltern
Visiting Address Elfenaustrasse 3 CH-2502 Biel/Bienne +41 (0)32 32 32 300
Online www.vujade.com [email protected]
VujadeLtd
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