why you should innovate with clients...why you should innovate with clients vilnius, march 2014...
TRANSCRIPT
WHY YOU SHOULD INNOVATE
WITH CLIENTS
Vilnius, March 2014
Patrick van der Pijl
TODAY…
I HAVE THREE KEY MESSAGES FOR YOU
200 SLIDES
1WHY WE NEED TO
CHANGE
2New Tools
3New ways of working
FIRST AN INTRODUCTION…
DESIGNING BETTER BUSINESSES
DESIGNING BETTER BUSINESSES
SON OF..
DESIGNING BETTER BUSINESSES
DESIGNING BETTER BUSINESSES
DESIGNING BETTER BUSINESSES
DESIGNING BETTER BUSINESSES
LET’S CHANGE THE BUSINESS MODEL OF THE PUBLISHING INDUSTRY!
In November 2008 we started an online platform
Every participant paid 24 USD
$24.-
$36.-
$54.-
$81.-
$243.-
so why did people participate and pay?
?!
people love being trendy & want to be the first
people want to be part of something BIGGER and prove it
and it’s all about communities (of practitioners or passionates)
+ 800.000 books + 26 translations
♯
MY JOURNEY…
Tallinn (EST)
Hawaii (USA) Amsterdam (NET)
Bilbao (ESP) Tokyo (JAP)
Santiago (CHI)
Zagreb (CRO) Paris (FRA) Los Angeles (USA)
OUR CLIENTS…
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WE CROSS BORDERS…
OUR OFFICES
1WHY WE NEED TO
CHANGE
DESIGNING BETTER BUSINESSES
DESIGNING BETTER BUSINESSES
WE NEED TO RETHINK THE WAY WE DO BUSINESS!
DESIGNING BETTER BUSINESSES
WHY?
TODAY…
…WE SEE FORCES WE HAVEN’T SEEN BEFORE…
…WE CALL THEM NEW RULES OF THE BUSINESS GAME.
CREDIT CRISIS
UPCOMING MARKETS?
MARKETS CAME ALREADY UP
generation y
NEW GENERATION
BETTER PICTURE?
GENERATION Z
ONLINE REVOLUTION
NEW TECHOLOGY
SOME EXAMPLES OF BUSINESS MODELS WE SEE RIGHT NOW…
RE-IMAGINATION OF BOOKS
From books...!
…to kindle
RE-IMAGINATION OF CALLING A CAB
From waiting in the rain...
…to a single push of a button
RE-IMAGINATION OF VIDEO
From video store...
…to youtube
RE-IMAGINATION OF NAVIGATION
From map...
…to navigon
The speed of developments has increased…!
resulting in shorter shelf lives of companies…!
and focusing on product innovation is not enough… !
2HOW WE CAN DO
THAT
WHAT WE LEARNED…
IS ABOUT
NEW TOOLS
FOR THE CEO… (company or start-up)
And your team!
SO WHAT ARE NEW TOOLS?
WHAT IS A BUSINESS MODEL?
IMAGINE (BOARDROOM) CONVERSATIONS…
WE NEED NEW TOOLS TO UNDERSTAND AND CRAFT NEW BUSINESS MODELS
THE BUSINESS MODEL
CANVAS
A BUSINESS MODEL DESCRIBES THE RATIONALE OF HOW AN ORGANIZATION CREATES, DELIVERS, AND CAPTURES VALUE
CUSTOMER SEGMENTS 1
VALUE PROPOSITIONS 2
CHANNELS 3
CUSTOMER RELATIONSHIPS 4
REVENUE STREAMS 5
KEY RESOURCES 6
KEY ACTIVITIES 7
KEY PARTNERS 8
COST STRUCTURE 9
CUSTOMER SEGMENTS
KEY PARTNERS
COST STRUCTURE REVENUE STREAMS CHANNELS
CUSTOMER RELATIONSHIPS
KEY RESOURCES
VALUE PROPOSITIONS KEY ACTIVITIES
Let us look at the business model of Nespresso
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
REVENUE STREAMS COST STRUCTURE
KEY ACTIVITIES
PARTNER NETWORK
KEY RESOURCES
The Business Model of Nespresso
Households
Retail Mail Order
Nespresso Club
Production
B2C Distribution Marketing
B2C Distribution
Production Marketing
Machine Manufacturer
1 x Machine Sales
Repetitive Pad Sales
Business
Call Center
Nespresso Stores
Nespresso .com
Nespresso Machines
Nespresso Pads
Patents Brand
Coffee Production Facilities
Distribution Channels
BUSINESS MODEL CANVAS NESPRESSO
3New ways of working
NEW SKILLS
WE SHOULD THINK AND ACT LIKE DESIGNERS.
AOBSERVE
WHEREVER YOU LOOK THAT’S WHAT YOU
SEE. JERRY SEINFELD
OUR EYES OUR EARS
CAMERA NOTEBOOK AND PEN
HOW OFTEN DO YOU JUST LISTEN TO CLIENTS?
BD
PROTO- TYPING
the past was about choosing a solution the future is about generating options
Frank Gehry
8 PROTOTYPES
CGO OUT OF THE BUILDING
& LEARN!
BECAUSE AN IDEA…
OR BUSINESS MODEL…
IS ONLY ON PAPER AND IS…
DESIGNING BETTER BUSINESSES
IT HAS NO VALUE
ZERO
YOU NEED TO TEST YOUR ASSUMPTIONS
STEVE BLANK
KNOCK ON THE CUSTOMERS DOOR…
AND TALK TO THEM!
WHY?
YOU’LL INVENT SOMETHING PEOPLE DON’T NEED…
THE SEGWAY
APPLE NEWTON
OR A COOL APP
SO YOU NEED TO DO THE FOLLOWING
GO OUT TO TALK TO CUSTOMERS…
ASK YOURSELF THE FOLLOWING
CAN WE IDENTIFY THE NEED?
IS THE PROBLEM A REAL PROBLEM?
CAN WE FIND CUSTOMERS?
ARE THEY WILLING TO PAY FOR THIS…?
WE CALL THIS LEARNING…
OR CUSTOMER DEVELOPMENT
LET’S GO TO AUSTRALIA
MEET SCOTT
THEY HAD AN IDEA
Their idea was…
TO MAKE MONEY ON SELLING AN APP
TO EASILY ORDER AND PAY FOR DRINKS IN THE BAR
THE BUSINESS MODEL FIRST
THIS IS WHAT THEY CREATED…
BUSINESS MODEL ONETAB
APP STORES
APP DOWNLOAD FEES
DRINKERS
PEOPLE
SOCIAL MEDIA
DEVELOPMENT TEAM
DEVELOP AND MAINTAIN APP
APP DEVELOPMENT
A REALLY COOL APP FOR BUYING DRINKS
STOP FEATURITIS NOW
WHAT THEY LEARNED...
IT’S NOT ONLY ABOUT THE DRINKERS
STAFF ALSO LOVED THE TOOL
CREDITCARD HANDLING IS A PAIN IN THE ASS!
SO THEY HAD ANOTHER CUSTOMER
BUSINESS MODEL ONETAB
APP STORES
PAY PER USE
PEOPLE
MARKETEERS AND DEVELOPERS
APP DEVELOPMENT
FASTER ORDER PROCESS
MORE SALES
DRINKERS
KEEP THE NIGHT MOVING
NO WORRIES ABOUT PAYING
STAFF
FREE
SOCIAL MEDIA
DEVELOP AND MAINTAIN APP
DEVELOP CUSTOMER BASE
ONETAB APP
SIMPLIFY AND ENHANCE RELATIONSHIP
CUSTOMER-STAFF-VENUE
APP STORE FEES
THIS IS THE TOOL
WHAT ABOUT THE NEXT BUSINESS MODEL?
THIS IS HOW WE OBSERVE AND LEARN
IT’S NOT ABOUT THE APP
IT’S NOT ABOUT THE PRODUCT
QUALITY AND MARGIN WAS NOT THE JOB…
NOT PARENTS AND CHILDREN BUT…
SO WHAT IS NEXT?
SO WHAT DOES THAT MEAN FOR THE CEO?
DON’T WRITE PLANS….
YOU NEED TO THINK AND ACT LIKE A DESIGNER TOO.
1WE NEED TO CHANGE
2USE NEW TOOLS
CUSTOMER SEGMENTS
KEY PARTNERS
COST STRUCTURE REVENUE STREAMS CHANNELS
CUSTOMER RELATIONSHIPS
KEY RESOURCES
VALUE PROPOSITIONS KEY ACTIVITIES
3DO IT DIFFERENTLY
GO OUT OF THE BUILDING
TALK TO YOUR CUSTOMERS
AND LEARN!
THAT’S WHAT I CALL CUSTOMER DEVELOPMENT
DESIGNING BETTER BUSINESSES