llava matrix: hypothesis driven tool to embed user and ... · llava matrix: hypothesis driven tool...
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LLAVA matrix: Hypothesis driven tool to embed user and business model innovation in Living Labs Ruben D’Hauwers, VUB - SMIT Olivier Rits, VUB - SMIT Dr. Dimitri Schuurman, Ugent - MICT Prof.Dr. Pieter Ballon, VUB - SMIT
2!
Problem Statement: Missing tools in Living Lab research (Rits, 2014)
Technological innovation
User innovation Business model innovation
Living Labs methodology!
3!
Problem Statement: Iterative innovation tracks tool (Ries, 2010)
ONLY VALUE PROPOSITION IS RESEARCHED!
!NO BUSINESS MODEL
ASPECTS ARE RESEARCHED!
(COOREVITS, 2014)!!!
4!
Problem statement: Strategy and business modeling tool (Osterwalder, 2010)
NOT SUITED FOR PROCESS ORIENTED INNOVATION!
!NOT RIGHT COMPONENTS
FOR LIVING LAB (CUSTOMER NEEDS, VALUE NETWORK, COMPETITION..)!
(RITS, 2015)!
5!
Methology: Action Research (Dick, 2002) PLAN ACT & OBSERVE REFLECT
REVISED PLAN ACT & OBSERVE REFLECT
REVISED PLAN ACT & OBSERVE REFLECT
IMinds Living Labs!
Over 40 SME cases!
6!
Value Network
Financial model
Value Propositi
on
Functional
Architecture
Cost Revenue
Activity
Resource Value
Proposition
Channel
Cust. Relatin
Customer Partner
Pain
Gain
Customer Jobs
Pain Relief
Gain Creator
Product & Service
Customer Hypothesis!
Problem Hypothesis!
Solution !Hypothesis!
Existing Competit
ors
New Entrant
Bar
gain
ing
supp
lier
Bargaining
customer
Substitute
Value proposition Design (Osterwalder)
Business Model Matrix, Ballon
Business Model Canvas, Osterwalder
Five Forces, Porter
Validation Board, Ries
7!
LLAVA matrix
8!
Purpose 1: Strategy
9!
Purpose 2: Process
LLAVATM LLAVATM LLAVATM LLAVATM
KICK-OFF MEETING
+
LLAVATM MATRIX SOTA USER
RESEARCH USER
RESEARCH FIELD TEST
STEERCO STEERCO STEERCO
PROJECT FINAL PPT
STEERCO
ITERATION
10!
Purpose 3: Assessment: 3 Laws of business modeling
FOCUS
DIFFERENTIATION
C O H E R E N C E
