1. Super-project.eu Lecture 9
Business Model
Super-project.eu
Lecture 9

2. Contents 1 2 3 Business Model Definition Business Model Canvas
Innovative Business Models 3

3. Aim for the session By the end of the session, students will:
Know the definition of business model.
Be able to design a business model for their project.

4. Business Model
Describes the rationale of how an organization creates, delivers and captures value (Osterwalder & Pigneur, 2009).

5. Looking for answers What products and/or services do you offer?
Who are your customers? What needs do you satisfy?
What is your current domestic and international competition and what is your advantage – unique selling point – against them?
How do you plan to sustain your competitive advantage in the future?
How big is your market? How will the market develop, what are the trends?
When you have an business idea you need to answer these questions. They largely define your business model.

6. Looking for answers
How will your customers get to know you? What marketing strategy will you use?
Who are your key suppliers and how you will ensure cooperation with them?
Who are the members of your team and what are their strengths?
What are the major risks and how will you fight them?
How will you make money in this business? Are your sales revenue and profits high enough?

7. Business Model Canvas
Is a visual representation of company business model on one page.
Helps organizations conduct structured, tangible and strategic conversations around existing or new businesses.
Companies like GE and P&G use the canvas to manage strategy or create new growth engines.
Startups use BMC to search for the right business model.

8. Business Model Canvas Map existing business model.
Discuss trends and new ideas.
Invent new business model.
It helps you shift the focus from products and services to the overall operations and environment.

9. Strategyzer.com

10. Lean Canvas Developed by Ash Maurya.
Adaptation of the original Business model canvas better suited for start-up companies and new ventures.
Described in the book Running Lean (Maurya, 2010)

11. Differences of Lean Canvas from Business Model Canvas
Differences of Lean Canvas from Business Model Canvas. The focus is on Problem of the startup customers. Overall the Lean Canvas is geared more towards new companies or projects.

12. 1958 Chester Carlson – story of Xerox
2000 copies a day (where you can make 30-50) 7 to 8 times more expensive
Consultants said there is no market.
Lease for 95 dollars a month (2000 copies for free).

13. 1997
Monetization of the search engine via paid advertising.

14. Software as a service
Transition of products to services based offerings.

15. Adobe
2012, Adobe Inc. launched a Software-as-a-Service (SaaS) subscription version of its key product line, Creative Suite.
net income plummeted by almost 35% percent the following year.
2016 Adobe’s stock price had nearly tripled from its value four years earlier.
radical transformation from a product-based business model to a service-based.

16. Nespresso
Lock in business model. You buy cheap machine, but than pay for premium capsules.

17. Nespresso
You can buy the capsules only in specialized stores.

18. Innovated Business Models
Uber
Airbnb
iTunes
Spotify
Amazon (Kindle)
Ask students how these companies create, deliver and capture value.

19. Six Keys to successful Business Model
A more personalized product or service.
A closed-looped process.
Asset sharing.
Usage-based pricing.
A more collaborative ecosystem.
An agile and adaptive organization.

20. Thank You !