Business Model Canvas Intro & Best Practices

Introduction to the Business Model Canvas as a strategic tool to manage entrepreneurial endeavours from an idea towards a real innovation. Lessons learned and some guidance from real world practice with many startups.

Transcript

1. chris&an.kaehlig@ideasenabled.com    |    +49  176  96  76  23  64    |    h=p://www.ideasenabled.com  
   Business  Modeling    
   with  the    
   Business  Model  Canvas  
   Chris4an  Kählig  
   12/09/09  
   IDEASENABLED
   

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2. Many  entrepreneurs  
   have  high  expecta4ons  …  
   Mar4n  Luther  King  Jr.  
   “I  have  a  dream”  
   ©  2012  Ideas  Enabled  GmbH   2  
   Image  Source:  ©  Larrison  Blogspot,  2011  
   

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3. 3  
   Image  Source:  ©  Axel  Springer  Video  –  Media  Entrepreneur  
   …  and  a  business  plan  
   ©  2012  Ideas  Enabled  GmbH  
   

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4. ©  2012  Ideas  Enabled  GmbH   4  
   Yet  too  many  startups  fail  …  
   ...  
   Image  source:  Modified,  based  on  Task.fm  
   

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5. ©  2012  Ideas  Enabled  GmbH   5  
   ...  due  to  issues  in  the  following  4  key  areas  
   Solving  a  problem  nobody  cares  about  
   1  
   Flawed  business  model  
   2  
   External  threats  
   3  
   Poor  execu4on  
   4  
   Sources:  Own  research,  Why  business  models  fail  -­‐  Osterwalder,  2012,  
   Startups  are  
   in  search  of  
   a  business  
   model  
   

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6. 6  
   ©  2012  Ideas  Enabled  GmbH  
   A  Business  Model  ...  
   A  business  model  describes  the  
   ra4onale  of  how  an  organiza4on    
   creates,  delivers  and  captures  value  
   Source:  Business  Model  Genera4on  2010,  Osterwalder/Pigneur  
   

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7. 7  
   Source:  Business  Model  TV  -­‐    Osterwalder,  2011    
   ...  is  best  described  with  the  Business  Model  Canvas    
   ©  2012  Ideas  Enabled  GmbH  
   

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8. 8  
   Video  source:  Business  Model  TV  
   ©  2012  Ideas  Enabled  GmbH  
   Strategic  Tool  
   Coherent  view  with  9  building  blocks  
   Visuals  &  Text  
   Aspects  of  the  Canvas   Key  Aeributes  
   

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9. ©  2012  Ideas  Enabled  GmbH   9  
   Image  source:  XPLANE  
   Structural  Metaphor  
   Back-­‐End   Front-­‐End  
   Sohware  
   or  
   Back  Stage   Front  Stage  
   Theater  
   Aspects  of  the  Canvas  
   

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10. ©  2012  Ideas  Enabled  GmbH   10  
    Image  source:  XPLANE  
     
     
    Key  Benefits  
    Easy  to  use  and  understand  
    Excellent  for  collabora4on  
    Great  for  geing  feedback  
    Aspects  of  the  Canvas  
    

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11. Industry  sample:  Nespresso  
    11  
    Image  source:  XPLANE  
    ©  2012  Ideas  Enabled  GmbH  
    

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12. 12  
    Image  source:  XPLANE  
    ©  2012  Ideas  Enabled  GmbH  
    Mass-market
    (Nescafé)
    Mid-tier
    (Dolce Gusto)
    High-end
    (Nespresso)
    Industry  sample:  Nespresso  
    

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13. 13  
    Image  source:  XPLANE  
     
     
    Typical  process  
    ©  2012  Ideas  Enabled  GmbH  
    Interdisciplinary  team  works  on  a  poster  on  the  wall  
    Use  markers  and  s4cky  notes  to  capture  items  
    Start  with  CS,  then  VP,  then  all  others  
    (1)  CS  =  Customer  Segment;    (2)  VP  =  Value  Proposi4on  
    

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14. 14  
    Real  world  sample   Clean  tech  idea  
    

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15. ©  2012  Ideas  Enabled  GmbH   15  
    Typical  challenges  and  solu4ons   2+  Segments  
    Avoid  using  1  color  
    for  different  
    segments.  
    Use  different  colors  
    and  ensure    
    consistency.  
    

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16. ©  2012  Ideas  Enabled  GmbH   16  
    Typical  challenges  and  solu4ons   VC  Pitches  
    Don‘t  use  the    
    canvas  in  a  VC  pitch.  
    Use  a  lightweight  
    version  instead.  
    

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17. ©  2012  Ideas  Enabled  GmbH   17  
    Typical  challenges  and  solu4ons   Uncovered  areas  
    The  business  model  
    canvas  covers  many  
    but  not  all  aspects.  
    Make  sure  you  also  
    consider  e.g.  the  
    environment,  team  
    and  feasibility  
    ques4ons.  
    

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18. ©  2012  Ideas  Enabled  GmbH   18  
    Typical  challenges  and  solu4ons   Fast  commit  
    1st  
    model  
    Don‘t  fall  in  love  with  
    your  ini4al  model  
    too  fast.    
    Prototype  instead.  
    

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19. ©  2012  Ideas  Enabled  GmbH   19  
    Prototype  before  you  commit  
    

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20. ©  2012  Ideas  Enabled  GmbH   20  
    Un-­‐  
    bundled  
    Bait  &  
    Hook  
    Servi4-­‐  
    za4on  
    Premium   Freemium  
    Single  
    sided   A  
    Single  
    sided  B  
    Prototype  before  you  commit  
    

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21. 21  
    Image  source:  XPLANE  
    ©  2012  Ideas  Enabled  GmbH  
     
     
    Baseline  
    Prototype  &  Assess  
    Choose  &  Test  
    Pivot  or  execute  
    Our  recommended  overarching  approach  
    

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22. 22  
    Don’t  forget  …  you  s4ll  need  to  execute  well!  
    Image  &  info  source:  hep://www.gruenderszene.de/news/6wunderkinder-­‐wunderkit-­‐eingestellt  
    ©  2012  Ideas  Enabled  GmbH  
    

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23. f:  facebook.com/ideasenabled  
    t:  @ideasenabled  
    w:  www.ideasenabled.com  
    chris&an.kaehlig@ideasenabled.com    |    +49  176  96  76  23  64    |    h=p://www.ideasenabled.com  
    IDEASENABLED
    

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