business modeling in a digital world
TRANSCRIPT
Digital Marketing
A key for business succes in a digital world…
Value creation
The Business Model Canvas helps you create value for your business
The Business Model Canvas helps you create value for your business
The External Environment describes the space where you create
The External Environment describes the space where you create
The Business Model Canvas helps you create value for your business
The Value Proposition Canvas helps you create value for your customer
CANVAS
CANVAS DESIGN
CANVAS DESIGN TEST
CANVAS DESIGN TEST
CANVAS DESIGN TEST EVOLVE
zoom into the value proposition
YOU are a (the) customer think (act) like one
“The focus should be on what jobs customers are trying to get done.” – Tony Ulwick
Customer
Job to be done
Customer
Job to be done
Value Proposition
Value Map Customer Profile
FIT
Value Map Customer Profile
Create Observe
FIT
Value Map Customer Profile
Create Observe
FIT
Value Map Customer Profile
Create Observe
The story how you create value for your customer
1 Customer Value
2 Value Map
3 FIT
CANVAS
1 Customer Jobs
What customers are trying to get done in their work and life
CANVAS
1 Customer Pains
Describe bad outcomes, risks and obstacles related to customer jobs
CANVAS
1 Customer Gains
Describe the more or less expected benefits the customer is seeking
CANVAS
2 Products & Services
All the list of products and services a VP is build around
CANVAS
2 Pain relievers
Describe how your product or service kill or alleviate customer pains
CANVAS
2 Gain creators
Describe how your products and services create customer gains
CANVAS
3 FIT
CANVAS
FIT
FIT
Value creation
Business modeling
Consider Eric
Eric works for
Eric joined the music industry for…
…The Glitz
… The Glamour
Back in the days he used to go out with…
Justine on thursday
Sarah on friday
CLO on saterday
But things have changed…
…and now Eric works on…
…on thursday
…on friday
…on saterday
He blaims…
So Eric hired…
Rosen & Craig law firm…
to hunt down…
Lisa, Tim and Paul…illigal downloaders
But instead he shoud have focused on …
Innovation of the business modelBusiness model
Business modeldescribes the rationele of how an organisation
creates, delivers and captures value
Business modelset of building blocks
…So let’s go back to the music industry
A key for business succes in a digital world…
Change your model to
survive in the VUCA world
Today everybody has the ability to disrupt your business model
Disrupt or be disrupted!
digital-businessdigital-business made by GAFA-nomics
traditional-marketingdevelop a product that you (try to) market and defend from your competition
Today
Low entry barriers
Today
High pace of innovation
Today
Customer expectations are higher
Today
Customers want an experience
Customers want an experience
Customer expectations are higher
High pace of innovation
Low entry barriers
TodayCustomer obsessedMonitoring the 4P’s is not enough. Products or services are considered replaceable
TodayCustomer obsessedThe only thing of value is the customer
New Economy – New RulesThe free customerredefining the customer
everyone is a customer, even without money
The free customer
New Economy – New Rules
value creation
New Economy – New Rules
value creation
VISITORS Anyone who pays special
attention to you
New Economy – New Rules
value creation
FRIENDS Visitors who commit by giving
personal information
VISITORS Anyone who pays special
attention to you
New Economy – New Rules
value creation
CUSTOMERS Friends who complete a purchase
FRIENDS Visitors who commit by giving
personal information
VISITORS Anyone who pays special
attention to you
New Economy – New Rules
The free customerMake yourself indispensable to as many people as possible
New Economy – New Rules
utility value modelRedefining value creation
New Economy – New Rules
utility value model
1.Make smart and meaningfull things
New Economy – New Rules
Help people save time and effort in daily lives
1.Make smart and meaningfull things
New Economy – New Rules
Help people save time and effort in daily lives
1.Make smart and meaningfull things
2 days 2 hours25 times faster
New Economy – New Rules
Help people save time and effort in daily lives
1.Make smart and meaningfull things
4 hours 5 min70 times faster
New Economy – New Rules
Help people save time and effort in daily lives
1.Make smart and meaningfull things
48 hours 5 min3000 times faster
New Economy – New Rules
don’t improve customers’ live
change it1.Make smart and meaningfull things
Sacrifice short term revenu and profit
2.Foster value creation over revenue
New Economy – New Rules
Sacrifice short term revenu and profit
2.Foster value creation over revenue
Selling at a loss?
Sacrifice short term revenu and profit “We want to make money when people use our devices, not when they buy them” Jeff Bezos
New Economy – New Rules
2.Foster value creation over revenue
2.Foster value creation over revenue
Manage your customers, not your products
New Economy – New Rules
2.Foster value creation over revenue
Product Management Customer Management
Operate any type of business as long as they deliver value
3.Doing away with core business
New Economy – New Rules
There are two ways to extend your business. Make an inventory of what you are good at and extend your skill set.Or determine what your customers need and work backwards, even if it requires learning new skills” Jeff Bezos
“
3.Doing away with core business
New Economy – New Rules
pirate managementRedefining execution
New Economy – New Rules
pirate managementPioneer the future, by creating a setting for freedom of thought and action
New Economy – New Rules
pirate managementTechnology drives the future
New Economy – New Rules
pirate managementHacker Management
Decision making
Team Work Hierarchy
New Economy – New Rules
pirate managementHire people to innovate
New Economy – New Rules
Focus on the customer. Build full experience. Boost usage. Capture a piece of wealth. Be responsive. Foresee
New Economy – New Rules
GAFAnomics
GAFAnomics
GAFAnomics
GAFAnomicsGAFA dominates our lives
GAFAnomicsGAFA shapes our future
Digital Marketing
Inspired by Winners & Loser – Kieran LewisBuckinghamshire New University Business Model Generation – Alexander Osterwalder Trendwatching.com FaberNovel.comZappos.Com Digitalbusinessmodelguru.com (analysis-of-amazon-business-model) Sitecore: Digital Disruption …women in high heels …YouTube …The Next Web…U2 360 …