business modelling

a quick tour through two prominent examples of changing business models and how to get better at mapping business with the business model canvas

Transcript

1. Business modelling for the rest of us Lenz Gschwendtner
2. Lenz Gschwendtner @norbu09
3. Why me - Worked with 100s of startups over the years - Saw where people struggled
4. Next generation business incubation
5. What is a business model Wildest guess about the future
6. Super important Gives clarity where you are going
7. Needs to evolve Iterate often and explore based on new learnings
8. Doing more of the same and expecting different outcomes is foolish Paraphrasing many wise people
9. Business Model Canvas Business model on a single page
10. Alexander Osterwalder Easy way to describe his research into business models
12. Let’s look at two examples
13. Nespresso Prominent example for a reason
14. Leading with Nescafe No significant market share in bean based coffee
15. Started in 1976 … 40 years ago at Nestlé
16. Originally targeted restaurants and offices in Switzerland … and did not get any traction
17. Split out into it’s own company in the mid 80s … still no success … still trying with the same segment
18. Jean-Paul Gaillard … finally, new focus on upper class households in the 90s … contracts with Turmix, Krups, Siemens, Alessi, Philips, De’Longhi
19. Online first … B2C for the first time for Nestlé … massive push online in the late 90s
20. Since 2006
21. What did Jean-Paul Gaillard change What happened
22. Iterating over customer segments … and new distribution models
24. Preussag AG … now TUI
25. Mining in 1923 Set up when this part of Europe privatised mining
26. Expansion through acquisition and mergers Ruhr Kohle, Hibernia AG, VEBA AG, ...
27. Decline in natural resources and target market Finding new growth markets
28. power generation, transport and steel Diverse investments in the 1960s
29. Massive investment into steel Salzgitter AG in the 80s
30. Take over of Hapag-Lloyd in late 90s … and sale of Salzgitter AG
31. Massive investment into tourism … bought TUI and Thomson Travel Group
32. Largest tourism operator by 2000 … that is globally, not just Germany
33. Renamed to TUI in 2002 … and sold off remaining coal, oil and power production business units
34. Main focus today on travel industry … biggest focus on emerging middle class markets like Russia, China and India
35. The world changes so business models change as well … embrace change and grow ...
36. Task based jobs will be automated What does that mean for your business model?
37. Will AIs and robots make us obsolete? Depends on how creative you are :)
38. How to find new business models I don’t even know where to start
39. Business Model Canvas … easy way to doodle up a business model ...
41. Map out properties of your existing business Target demographic, price point, locality, distribution model, ...
42. max / min every aspect of those points Make it free, make it super expensive, target kids or pets, take it global, ...
43. Do it over coffee at breakfast Get in the habit of thinking about alternatives
44. Then apply artificial constraints Money not a thing anymore, can’t afford to ship goods, primary customer stops paying, ...
45. Get really good at this You’ll need it in the next 10-15 years
46. Business models are fun … hope I convinced you to at least try it :)
47. Questions? Lenz Gschwendtner