ssbminnovation business model design workshop-1
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Antony Upward, CMC antony@EdwardJames.biz @aupward #SSBMG
Peter Jones, PhD peter@redesignresearch.com @redesign
www.reDesignResearch.com
Mention @OCADsLab
Strongly Sustainable Business Model
Innovation ToolkitBusiness Model Design Workshop #1 (of 2)
May 15, 2013 Lots of speaker notes, Lots of speaker notes, including referencesincluding references
Builds on many slides Builds on many slides
download and view download and view
in slide show mode in slide show mode
for improved for improved
comprehensioncomprehension
2
Welcome…Everyone
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To Proceed We All Need Answers…• What are we doing? • Why are we doing this? • What does success look like? • How are we going to do it? • Who is going to be involved - lead, engage, support? • How much will it cost - me, us; time, money, energy? • Where will the money and other resources come from? • When and where is all this happening?
Workshops are designed for us, together, to create “good enough” answers… so we have the confidence to proceed
4
+
Our Theory of Success
=
5
Workshop…Planned Outputs
• Strongly Sustainable Business Model for the project and beyond
• Key tasks for next 12-24 months and beyond • Budget for first deliverable – “book” / toolkit• Detailed next steps plans
… all shared publically
6
Workshop… Desired Outcomes • Shared understanding of the project• Confidence that together we can succeed • Enable
– Core-writing-team to step forward & commit (3-5 people) – Crowd-funding target to be set– Academic researchers to start to plan instrumentation
• Experience the behaviours we'll need to succeed – Authenticity – Transparency of ideas and emotions – Trust and trustworthiness– Spirit of adventure, experimentation, learning and fun – Leaderful listening
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Creating the Space for Possibility
HelloHello!!
WherWhere are e are we?we?
Good Good to to
meet meet you!you!
WhatWhat’s on ’s on your your mindmind
??
How How are are you you
feelinfeeling?g?
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Changing Changing the World the World
with with Strongly Strongly
SustainablSustainable Business e Business
ModelsModels
9
Assume hope all you who enter here Vaclav Havel
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Maximization of wealth creation so we can afford the public good
Our Current Our Current Collective Collective ResponseResponse
Maximization of wealth creation so we can afford the public good
What do you want to sustain?
• For whom? • For how long? • How much will it cost? (p.26)
“The possibility that human and other life will flourish on this planet forever.” (p.6)
MyMyResponseResponse
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12
13
Imagine…
A A ToolkiToolki
t to t to Help Help Apply Apply that that LogicLogic
A A New New Logic Logic for for
BusinBusinessess
14
Passing Benefit Corporation Legislation
Passing Benefit Corporation Legislation
A Toolkit for Strongly A Toolkit for Strongly Sustainable Business Sustainable Business
Design can, at a Design can, at a minimumminimum, , help help ALLALL these people be these people be
more successfulmore successful
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We choose [to do these things] not because they
are easy, but because they are hard”– J.F. Kennedy,
September 12, 1962,
“Things don’t happen. They are made to
happen” – J.F. Kennedy, September 25, 1963
Big, Scary… But Inspiring
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17
Old……Entrepreneur as Hero
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New……Entrepreneur as Convener
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Experiment to Gain Experience
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But… Servants Have Needs Too!
A A MeaniMeaningful ngful ChalleChallengenge
Some Some InflueInfluence nce over over its its
DirectDirectionion
PossibilPossibility ity
for a for a SufficieSufficie
nt nt FinanciFinanci
al al FutureFuture
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In threes / on-line as one group
What’s Possibility for impact?
My
possibility in this is?
05:00 Minutes…05:00 Minutes…
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The The Story Story
So So Far…Far…
…get me up to speed so I can
help make this a big success!
Love the idea…
I want to get involved…
So what are you thinking
is next?
What assumptions are
you making?
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So…How do you design a business?
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Previous Best Practice• Have Idea+ Get Money+ Hard Work+ Hope + Luck
Not…• Efficient• Effective• Reliable
25
26
Lots about money, and the people you financially
transact with…
…(almost) nothing about everyone and everything else
27 But we want…
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Understand the Natural and Social Science of Sustainability
Asked what are the gaps in Osterwalder’s PhD Ontology of Profit-First Businesses, based on the science
Designed an Ontology of Strongly Sustainable Business Models
Created the Strongly Sustainable Business Model Canvas, a visual design tool, powered by my Ontology, and tested it
1. Against standards of sustainable business2. Formally with 7 experts and 2 case study companies3. Informally with dozens of others:
Business people, professors, students
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Understand the Natural and Social Science of Sustainability
Asked what are the gaps in Osterwalder’s PhD Ontology of Profit-First Businesses, based on the science
Designed an Ontology of Strongly Sustainable Business Models
Upward, A. (2013, Forthcoming). Towards an Ontology and Canvas for Strongly Sustainable
Business Models: A Systemic Design Science Exploration. (Masters of Environmental Studies / Graduate Diploma in Business + Environment, York University, Faculty of Environmental
Studies and Schulich School of Business), 1-889 (i-xx). doi:http://hdl.handle.net/10315/20777
Created the Strongly Sustainable Business Model Canvas, a visual design tool, powered by my Ontology, and tested it
1. Against standards of sustainable business2. Formally with 7 experts and 2 case study companies3. Informally with dozens of others:
Business people, professors, students
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Revising Definitions…
A description of how an organization defines and achieves success over time.
A Business ModelA Business Model: the logic for an organization’s existence:
• Who it does it for, to and with• What it does now and the future• How, where and with what does it do it• How it defines and measures its success
“A Business Model describes the rationale of how an organization creates, delivers and captures value [in monetary terms]”
Value isValue is the perception by a human or non-human actor of a need being met; measured inaesthetic, psychological, physiological, utilitarian and / or monetary terms.
From
To
Value is created when needs are met via satisfiers that align with the recipients world-view, and destroyed when they don’t
Necessary, but not Sufficient
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Stro
ngly
Sus
tain
able
Bus
ines
s M
odel
Can
vas
– 14
Que
stion
s V1.032
© Antony Upward / Edward James Consulting Ltd., 2013 Some rights reserved. Permissions available at www.EdwardJames.biz/Permissions
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Tim
berla
nd’s
Bus
ines
s M
odel
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Reaction So Far?(From Confidential Expert Respondents)
“I really liked is that it really makes you makes you
thinkthink about things that you would never
consider before”Management Consultant “You've ratcheted it upYou've ratcheted it up to the
next degree of specificity and made sure that it is truly about
sustainable businesses. Whereas the current [tools] that I’ve seen,honestly could be applied to any
kind of business”Sustainable Business NGO
“The power of this thing is it’s really the first to take the first to take the social aspect and the the social aspect and the
biophysical into biophysical into considerationconsideration. And I
haven’t seen that that any other business model
That would take that into consideration”
Business Architect / Professor / Consultant
“This is an impressive body of work”
Management Consultant
“I like the tool and think it provides a great way to analyze a company”
Leader Eco-Industrial Park
“It’s about timeIt’s about time somebody did something like
this”Author / Consultant
“I recognize this firm.” “This gets the zeitgeist of This gets the zeitgeist of
who we arewho we are, which is great” (Reacting to his business
described using the Canvas)CTO Small Manufacturer
“If I was starting abrand new business, a
significant business today, I would use thisI would use this business model to help me define
and develop a pure detailed business plan”
Management Consultant
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Make it “better, better, faster, faster,
strongerstronger” ?
Learning by Using / Testing Testing
it out some it out some moremore?
But What About…?(Ideas from All Respondents)
A better way to introduce and summarize the
canvas
A methodologymethodology for designing great
sustainable business models?
An “app” so I can do this on my tablet with my
clients?
A communitycommunity of people using and
improving it?
Ensuring the design principles align with the emerging “Gold
Standard” for Sustainable Business?
Training / Workshops for
Social / Environmental
Entrepreneurs ?
A Consulting Service that uses the Canvas
to Diagnose and Improve the
Sustainability of Business?
The design principlesdesign principles to help me come up with
great answers to the 14 questions?
How about some more examples and
case studiescase studies?
35
So…What’s Next?
Bring the new canvas to the world.
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Design Principles for Next Steps – Ideas• Enjoy Being the Change
– Purpose / passion driven– Focus on Small / Medium Business
(they can change more easily)• Existing and Start-ups
– Think Local, Adapt Global– Radical Transparency with
Appropriate Protection• Creative Commons Licensing
– B Corp Certified Scoring >150/200
• Steps toward a Vision– “Minimum Viable Product” (MVP)– Compliance with The Natural Step
Sustainability Principles
• Crowd Funded– Committed Individuals– Organizations
• Research Enabling Continuous Improvement
• Build a Community– Mutually supportive eco-system
• Highly involved stakeholders• Sharing of opportunities and
revenues• Maximize local opportunities,
minimize flying around!– Collaborative writing / testing /
governance – Spread the word– Learn by Doing & from Each Other– Use leverage to the max B Corps /
Locally oriented businesses
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Not your typical business “book” • Summer 2014• Self Publish
“Book” is Focus for Crowd-Funding• Sufficient Funding Gate
~Sept 2013
• Find Agent & Publisher– Marketing, Distribution, Translations
• “app”• Community Revenue Opportunities via
– Training Service “Toolkit”– Consulting Service “Toolkit”– Education / Classroom “Toolkit”
• Full alignment with emerging “Gold Standard” for Strongly Sustainable Business
• Best Practices• More Case Studies
Now
Next
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Table of Contents for “Book” – Ideas
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Now Oct-Dec 2013
Jan-Summer Fall
StartFunding
FundingCompleted
BookSelf-Published
BookPublished byEstablished Publisher
Jan
Key Tasks & Timeline – IdeasJuly-Sept
2014 2015
Work-shops
Soft Launch
Content Creation
ID Core Team
Find Backers
Initiate Funding
Collab. Platform
Content Creation
Wave 1Learn w/ Collaborators
Wave 2Write
Wave 3Design
Wave 4Launch
Wave 5Market
Find Agent
Wave Next…Continuously Improve Toolkit
Wave Next…New Tools Added
Eco-SystemRevenue Streams
Grow Community
Academic Papers
Legal Entity
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ConsultantsCore-Writing
Team(Authors/
Designers)(3-5)
Stakeholders – IdeasNow Next
Impact Investors / Venture Capitalists
Policy Make
rs
Educators
“Encour
agers”(Incubators,
Start-up
Training
Schemes,
Credit-Unions,
Co-op
Associations,
etc.)
Trainers
Managers in Existing Businesses
Entrepreneurs / InnovatorsResearchers
“Gold-Standard” Standard Setters &
Certifiers
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Current Activities• Develop Business Model using canvas• Identify Core Writing Team (3-5)
• Collaborative platform (for Fund Raising & Writing)
• Develop Learning Map– wiki.SSBMG.com/home/learning-map
• “Soft Launch” activities• Continue content creation
– Methodology – SSHRC application– Design principles / Gold standard– Case studies
• Started 5 + more in the pipeline
Want to use the Canvas Now? Ask me!
Based on Mutual Sharing / NDA
Agreement
Work-shops
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1st Workshop1st Workshop• Level Set• Brainstorm
Business Model
22ndnd Workshop Workshop• Budgeting• Immediate Next
Steps Planning
FundFundRaisingRaising
Budget / Budget / TargetTarget
Detailed Detailed Next-Step Next-Step
Plans Plans for…for…
Workshop Outputs: Our Good Enough…
Business Model(“book” project & beyond)
1. Crowd-funding marketing2. Collaboration planning3. Crowd-funding & collaboration platform req’ts4. Legal entity design & creation
Core-Writing
Team(3-5)
Move forw
ard with
crowd-funding, legal entity, etc.
Everything That’s
Happened So Far!
Pre-WorkPre-Work (Everyone)(Everyone)
1.Review Biz Model & Time Line
2.Complete Survey3.Add your ideas to
Budget Template
Post-WorkshopPost-WorkshopSynthesisSynthesis
(One-time Working Group)
Personal ReflectionPersonal ReflectionHow do I want to be
involved? Core-team? What do I
need so I can commit?
Everything posted to wiki.SSBMG.comEverything posted to wiki.SSBMG.com
Key Tasks Key Tasks & &
Time LineTime Line
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Break – 10 mins
• There will be a group which needs to meet once (virtually) between now and the next workshop
• Objective: – Synthesize output of this workshop into a proposed
business model to be reviewed at next workshop• If you’re interested, make yourself known
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Questions
Clarify / Challenge
• Facts• Assumptions
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Co-Create Business Model• Form Groups – Pick Spokesperson• Brainstorm – Until 15h45 ESTUntil 15h45 EST
• Use Template (on-line / flip-charts)– Business Model– Scope, Key-Tasks & Timeline
– Pick-stakeholder from hat… then• Brain-storm value propositions, processes,
measures of success from the perspective of that stakeholder• Repeat – at least twice (40 mins)
• Report Back – 30 mins30 mins• Working Group will Synthesize prior to 2nd Workshop
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Collaborator / BackerCollaborator / BackerValue Proposition Value Proposition
(Example)(Example)
read content first &
exclusively
use the canvas in your own business now!
try it out – be a case study
interact with
Strongly Sustainab
le Business Thought Leaders
influence
writing team &
the commu
nity
share your
experience, gain from
others
demonstrate your thought leadership to your peers
exclusive webinars early access to improvements
preferred access to
subsequent training & consulting revenue
opportunities
your name /
organization logo in book credits
discount on final book price
be a part of
the change
we need to
flourish
be a part of something BIGBIG: a global strongly sustainable business community
have Fun!
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Report Out… Our Business Model…
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Wrap-up• Business Model Synthesis Working Group
– Virtual meeting– Date / Time to Meet
• 2nd Workshop re-Scheduling – Originally Wednesday May 22nd 12h30-16h30 EST
• Done Well – Do Better– F2F & On-Line
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Next Steps• Stand-by for:
– Updated calendar invite for 2nd Workshop
• Try to Carve Out Time for Pre-Work for 2nd Workshop• Details to be sent with calendar invite
1. Explore Learning Mapwiki.SSBMG.com/home/learning-map
2. Review Materials from 1st Workshop3. Review Business Model & Time Line
• As synthesized by working group• Bring your comments on strengths, weaknesses, opportunities & threats to 2nd
Workshop (or email if you can’t make it)4. Reflect on
• How you want to be involved?• What can my contribution be?• What you need environmentally, socially, financially in order to commit?
5. Complete On-Line Survey6. Complete Budget Template
• Add what you need financially in order to commit?• Bring to 2nd Workshop (or email if you can’t make it)
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Check-out
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Thank-you!
• For your time and hard-work– Especially those on-line for sticking with us!
• To OCADU sLab for Hosting• Helpers• Peter Jones
Hope to see you at the 2nd Workshop…For Updates… blog.SSBMG.com
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www.SSBMG.com• About the Strongly Sustainable Business
Model Canvas ~3 minute Audio Visual Overview
• Learning / Knowledge – wiki.SSBMG.com/home/learning-map
• Blogs– blog.SSBMG.com– slab.ocad.ca/blogs/antony-upward
http://www.facebook.com/StronglySustainableBusinessModels
@aupward #SSBMG
info@SSBMG.com
http://blog.SSBMG.com
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Copyright & Licenses
• All images used under applicable licences – see notes on each page
© Antony Upward / Edward James Consulting Ltd., 2013. Some rights reserved. – Permissions available at
www.EdwardJames.biz/Permissions – This work is licensed under a Creative Commons
Attribution-NonCommercial-ShareAlike 3.0 Unported License.
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