humphreys understanding the marketplace, part two
TRANSCRIPT
ITHAKA is a not-for-profit organization that helps the academiccommunity use digital technologies to preserve the scholarly record
and to advance research and teaching in sustainable ways.
JSTOR is a not-for-profit digital library of academic journals, books, and primary sources.
Ithaka S+R is a not-for-profit research and consulting service that helps academic, cultural, and publishing communities thrive in the digital environment.
Portico is a not-for-profit preservation service for digital publications, including electronic journals, books, and historical collections.
Artstor provides 2+ million high-quality images and digital asset management software to enhance scholarship and teaching.
JSTOR Labs works with partner publishers, libraries and labs to create tools for researchers, teachers and students that are immediately useful – and a little bit magical.
THE TROUBLEWITH WIDGETS
The wordwidget is a placeholder name for an object or, more specifically, a mechanical or other manufactured device. It is an abstract unit of production.
https://en.wikipedia.org/wiki/Widget_(economics)
WIDGETS OF CONTENT
• Neat, pre-defined packages of contentex. books, journals
• Publishers competed and libraries/users selected based on what was IN packages
• But it’s not so easy any more…
The Business Model Canvas
designed by: Strategyzer AGThe makers of Business Model Generation and Strategyzer
This 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 a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
strategyzer.com
Revenue Streams
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
ChannelsKey Resources
The Business Model Canvas
designed by: Strategyzer AGThe makers of Business Model Generation and Strategyzer
This 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 a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
strategyzer.com
Revenue Streams
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
ChannelsKey Resources
Great articles!
The Business Model Canvas
designed by: Strategyzer AGThe makers of Business Model Generation and Strategyzer
This 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 a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
strategyzer.com
Revenue Streams
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
ChannelsKey Resources
Great articles!
The contents of the containers are still important!
The Business Model Canvas
designed by: Strategyzer AGThe makers of Business Model Generation and Strategyzer
This 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 a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
strategyzer.com
Revenue Streams
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
ChannelsKey Resources
Great articles!
But pay attention here too, now:
Article Processing
Charges
The Business Model Canvas
designed by: Strategyzer AGThe makers of Business Model Generation and Strategyzer
This 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 a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
strategyzer.com
Revenue Streams
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
ChannelsKey Resources
Great articles!
And here:
The Big Deal
YOU’RE NOT THE ONES SETTING YOUR USERS’ EXPECTATIONS
THESE MAMMOTHS AREN’T *JUST* SETTING USERS’ EXPECTATIONS
WHAT’S A [YOUR NAME HERE]TO DO?
HORIZONS OF INNOVATION
Horizon 1 Horizons 2 & 3• Horizon 1 = core business
• Innovation usually seeks operational efficiencies
• You know the market, the product, etc.
• You can make reasonable predictions about both cost to develop and how market will react
• Horizons 2 & 3 = new products, new markets & new businesses
• “If you build it, they will come.”
• You don’t even know what “it” is
• Or who “they” are
Horizons framework:http://www.mcki nsey.com/business -functio ns/strategy-and-corporate-fi nance/o ur-i nsights /enduri ng-i deas -the-three-ho rizons-of-gro wth
http://blog.hypeinnovatio n.com/using-the-three-horizons -framework-for-innovation
Q: If H2 and H3 are so uncertain, how do you find your way to a sustainable new product or business?
The Design Squiggle, by Damien Newman:http://cargocollective.com/central/The-D esign-Squiggle/
A: Lots of short iterations + lots of user feedback = speeding up the learning cycle
Innovation isn’t one big “Eureka,”it’s a thousand little ones.
REIMAGINING THEMONOGRAPHCan we improve the experience and value of long-form scholarship?
Aug-Sep: User Research
Oct: Workshop
Nov: Build Prototype
Dec: Release Paper/Prototype
USER RESEARCH
WORKSHOP
PROTOTYPING
labs.jstor.org/topicgraph
TOPICGRAPH
Understand at a glance the topics covered in a book. Jump straight to pages about topics you’re researching.
REIMAGINING THE MONOGRAPHWhite paper describing the project, process and principles released as a draft for comment
labs.jstor.org/monograph
www.jstor.org/analyze
AND ONE FOR GOOD MEASURE:Text Analyzer: Use your own document to search for articles and books.
Thank you
Alex HumphreysDirector, JSTOR LabsITHAKA
http://[email protected]@ithaka.org
Further Reading
• The Lean Startup, Eric Ries
• Business Model Generation & Value Proposition Design, Osterwalder et al.
• Marty Cagan’s Blog: svpg.com/articles
• Running Lean & Scaling Lean, Ash Maurya
• Sprint, Knapp, Zeratsky, & Kowitz
APPENDIX (OPEN IN CASE OF NO INTERNET CONNECTION)
