masterclass business model of the 21st century at imaginheroes, nhtv breda
DESCRIPTION
TRANSCRIPT
Dolfijn Advies© copyright 2012
Business Model of the 21st century
Masterclass April, 25th 2012
ImaginHeroes
Dolfijn Advies
We invented companies to make our lives more easy.
Instead those companies give us a hard time now.
Time for something completely different!
Dolfijn Advies
Link to Video –Fast Forward – ViNT trailer 2009
http://vimeo.com/7329189
Dolfijn Advies
The crisis2008
2007
2005
2004
2003
2002
2001
Trust
Dolfijn Advies
Trust levels in 2005
• VS – Harris poll– 4% trust their HMO– 7% trust their health insurer– 11% trust their life insurer– 12% trust their telecom provider– 40% trust their supermarket
• Engeland – National poll– 80% don’t trust directors of large companies
• Europa – EU Barometer– Trust in large companies ranks second to last
Dolfijn Advies
Wat do companies do to change this?
CEO Study 2010
2005 Management Tools survey of 960 global executives:
“Insufficient customer insight is hurting our performance”
1960’s – The Marketing Revolution
1980’s – Quality Movement
1990’s – Business Proces Reengineering
1990’s – Mass customization
1990’s – Relationship Marketing
Dolfijn Advies
Capitalism
New Needs
New Enterprise Logic
New Technology
Three forces
Dolfijn Advies
Dolfijn Advies
New Technology:
The results of theindustial revolution
New Enterprise Logic:
“High volume, low cost production”
NewNeeds
Large middle class looking for luxury goods
Dolfijn Advies
Managerial Capitalism
19601970
19401950
20002010
19801990
19201930
19001910
Decline
Henry Ford
Installation Maturation
Dolfijn Advies
Example – Toilet paper
• 8-pack was smaller, same price
• Still 8 rolls• Still double layer• Still 200 sheets per roll
• Shorter sheets– 12 cm instead of 13 cm
over 8%price increase
Dolfijn Advies
Example – Sugar sticks (1)
Dolfijn Advies
Example – Sugar sticks (2)
25%price increase
Dolfijn Advies
Something else is going on
newconsumer
Sanctuary“Master of your own destiny”
Voice“Direct influence”
Connection“Part of a community, without
conforming to silly details”
Dolfijn Advies
New Needs
New Enterprise Logic
New Technology
Three forces
Dolfijn Advies
The new need
“Support, enabling you to live the life you want to live the way you want to live it.”
Dolfijn Advies
New Needs
New Enterprise Logic
New Technology
Three forces
Dolfijn Advies
Kondratiev waves
Dolfijn Advies
Carlota Perez:From installation to deployment
Dolfijn Advies
New Needs
New Enterprise Logic
New Technology
Three forces
Dolfijn Advies
Towards a new Enterprise Logic
Institution
Individual
Individual
Individual
Individual
Individual
Individual
Individual
Individual
Individual
Individual
Business model of the 20th century“Managerial Capitalism”
Institution
Institution
InstitutionInstitution
Institution
Institution Individual
Business model of the 21st century“Distributed Capitalism”
Co-creation
CommonIT-Infrastructure
Communities
3 forces
Dolfijn Advies
A traditional company
CustomerProduct/service that
fits the average customer
CEO
ManagerManager
Company
Market
Product/servicedefinition
Manager
Product/servicedevelopment
Marketanalysis
AccountManager
Dolfijn Advies
The new organization
CustomerSolution for the
individual need of the customer
Serviceprovider
Serviceprovider
Serviceprovider
Coach
Network organization
Dolfijn Advies
transactions
advisors
community
Customer in search of his own solution
self
Dolfijn Advies
Business Model patternCUSTOMER SEGMENTSVALUE PROPOSITIONS
service providers
market
self
advisors
transactions
community customer
Dolfijn Advies
Institution
Institution
InstitutionInstitution
Institution
Institution Individual
CommonIT-Infrastructure
Communities
The new Enterprise Logic
Co-creation
Dolfijn Advies
Link to Video - FireDepartment App
http://www.youtube.com/watch?v=ZiuEKise5YU
Dolfijn Advies
Link to Video - LEGO Design by Me
http://www.youtube.com/watch?v=9Fmh4Gyc__E
Dolfijn Advies
Link to Video - Nike +
http://www.youtube.com/watch?v=BkfWdwLUZJ4
Dolfijn Advies
Co-creation
Co-creation IndividalsCompaniesNetworkrelationships
Context ofinteractions
Engagementplatforms
Experience mind-set
Lower risks & costsfor individuals
New experiences of valueto individuals
Lower risks & costsfor enterprises
Increased strategic capital and returns to enterprises
Dolfijn Advies
Link to Video - ITC e-Choupal
http://www.youtube.com/watch?v=ArYgpXIQC-4
Dolfijn Advies
ITC e-Choupal
• Village level– Kiosks with internet access– Sanchalak (ITC trained farmer)
• Trading hub level– Services 40-50 Choupals– Modern technology, honest trade
• World level– Network of international enterprises– Access to Indian agriculture production
Dolfijn Advies
The importance of experience
• Essential to get co-creation going
• Shape together with the customer
• Boost by:– (Digital) Storytelling– Gaming elements– Connect to community
Dolfijn Advies
Institution
Institution
InstitutionInstitution
Institution
Institution Individual
CommonIT-Infrastructure
Communities
Co-creation
The new Enterprise Logic
Communities
Dolfijn Advies
Parable of the bullock
Dolfijn Advies
The power of the Community
“The most important, and indeed the truly unique, contribution of management in the 20th Century was the fifty-fold increase in the productivity of the manual worker in manufacturing …
Peter Drucker in “Management Challenges for the 21st Century” (1999)
… the most important contribution management needs to make in the 21st Century is to similarly increase the productivity of knowledge work and the knowledge worker.”
Dolfijn Advies
Association ofCommunity Managers
Dolfijn Advies
Institution
Institution
InstitutionInstitution
Institution
Institution Individual
Communities
Co-creation
The new Enterprise Logic
CommonIT-Infrastructure
Dolfijn Advies
Engagement Platform
Solution for the individual need of the customerCustomer
Common ICT-infrastructure
Network organization
Supports the individual experience of each actor
Serviceprovider
Serviceprovider
Serviceprovider
Coach
Self Advisors TransactionsCommunity
Knowledgebase
Simulation environment
Analytics
External content
Wiki’s
Blogs
Video conference Email Transactions
Dolfijn Advies
Business Model patternCUSTOMER SEGMENTSCUSTOMER RELATIONSHIPS
CHANNELS
VALUE PROPOSITIONSKEY ACTIVITIES
KEY RESOURCES
KEY PARTNERS
REVENUE STREAMSCOST STRUCTURE
service providers
market
self
advisors
transactions
community customers
engagementplatform
creation of experiences
communitymanagement
fee for coaching
Dolfijn Advies
But how do I get there?
Dolfijn Advies
A traditional company
CustomerProduct/service that fits
the average customer
CEO
ManagerManager
Company
Market
Product/servicedefinition
Manager
Product/servicedevelopment
Marktanalysis
Account Manager
Dolfijn Advies
CustomerProduct/service that fits
the average customer
CEO
ManagerManager
Company
Market
Product/servicedefinition
Manager
Product/servicedevelopment
Marktanalysis
Account Manager
Common ICT-infrastructure
1. Providing organization
Website Webshop
Dolfijn Advies
CustomerProduct/service that fits
the average customer
CEO
ManagerManager
Company
Market
Product/servicedefinition
Manager
Product/servicedevelopment
Marktanalysis
Account Manager
Common ICT-infrastructure
2. Conversing organization
Website Webshop Community
Dolfijn Advies
Common ICT-infrastructure
3. Support organization
CustomerProduct/service that fits
the average customer
CEO
ManagerManager
Company
Market
Department
Manager
DepartmentDepartment
Account Manager
Website Webshop Community
Self Advisors TransactionsCommunity
Knowledge base
Dolfijn Advies
4. Support network
Solution for the individual need of the customerCustomer
Common ICT-infrastructure
Network organization
Serviceprovider
Serviceprovider
Serviceprovider
Coach
Self Advisors TransactionsCommunity
Knowledgebase
Simulation environment
Analytics
External content
Wiki’s
Blogs
Video conference Email Transactions
Dolfijn Advies
Bizz21 Maturity Model
3. Support organization
2. Conversing organization
1. Providing organization
4. Support netwerk
Interventions
Interventions
Interventions
Dolfijn Advies
Summary
Institution
Institution
InstitutionInstitution
Institution
Institution Individual
CommonIT-Infrastructure
Communities
Co-creation
CustomerSolution for the
individual need of the customer
Serviceprovider
Serviceprovider
Serviceprovider
Coach
Network organization
3. Support organization
2. Conversing organization
1. Providing organization
4. Support network
Dolfijn Advies
Questions?