FishbowlProduct Mapping and Business ModelIndividual Assignment #2

Nina Chomuklieva Student ID: 992157349

Part A: The Product Map

THE ENABLER

ENABLER

ENABLER

THE ENABLER

Phone/iPhoneLaptop/PC/iPad

Car

iPod

Groceries

Shopping

Best-value customer

StoresHome

Internet browser

E-mail addressMerchandise

ENABLER

THE ENABLER

Office EquipmentTV/DVD/BluRay

Discretion

Customization

Privacy advocates

Teenagers

House Appliances

iTunes

The Office

Restaurants

Entertainment VenuesSocial Media

eBay/Amazon

Personal Empowerment

ENABLER

THE ENABLERTaxi Cabs

House Alarm

Hair Dresser/Spa

Travel Agency

AirportsBanks

The Neighbourhood

Income from your habitsTransportation

Daily Commuter

Business TravelerMarketing

TTC

ENABLER

THE ENABLER

Schools

LibraryCity Festivals

Hospitals/Doctors Offices

Chronic Disease Management

Dating

The park

Childcare Play Time

Energy Efficiency

Education

Preventative healthcare

Real Estate

Business Strategy

ENABLER

THE ENABLER

Sustainability of markets

Preferential pricing

A win-win game

Combat loneliness

Search EnginesSocial Programs

Isolated Seniors

Lifestyle Choices

Personal Empowerment

Take control of your own data

Competition

Convenience

More Time for Fun

Globalization

Office EquipmentTV/DVD/BluRay

Discretion

Customization

Privacy advocates

Teenagers

House Appliances

iTunes

The Office

Restaurants

Entertainment VenuesSocial Media

eBay/Amazon

Taxi Cabs

House Alarm

Hair Dresser/Spa

Travel Agency

AirportsBanks

The Neighbourhood

Income from your habitsTransportation

Daily Commuter

Business TravelerMarketing

TTC

Schools

LibraryCity Festivals

Hospitals/Doctors Offices

Chronic Disease ManagementDating

The park

Childcare Play Time

Energy Efficiency

Education

Preventative healthcare

Real Estate

Business Strategy

ENABLER

Sustainability of markets

Preferential pricing

A win-win game

Combat loneliness

Search EnginesSocial Programs

Isolated Seniors

Lifestyle Choices

Personal Empowerment

Take control of your own data

Competition

Convenience

More Time for Fun

Globalization

THE ENABLER

Phone/iPhoneLaptop/PC/iPad

CariPod

Groceries

ShoppingBest-value customer

StoresHome

Internet browser

E-mail addressMerchandise

Part B: The Business Model

TARGET DISRUPTOR DISRUPTION VALUEDESIRE DISRUPTOR DISRUPTION BEHAVIOUR RELATIONSHIP VALUE OF DISRUPTIONBe/Feel successfulFeel specialFeel safe/protectedCreate value

GOALSOptimize value/profitMinimize time wastedMinimize resources wastedProtect your privacy ACTION/INTERFACE SATISFACTION

MOTIVATIONSSave/make moneyGet the best valueFind good dealsMake optimal choices

BUSINESS DISRUPTION MONETIZATION POTENTIALCREATOR

DISTRIBUTOR

BROKER

LANDLORD

Consumers use smart phones to share their data, including their purchasing behaviour, online. However, some are cautious about disclosing too much information

Smart phones with GPS, sensors, data sharing, non- specific online marketing

The Enabler software which allows the consumer to control the data they collect and share. They can control who they share it and for what price. The Enabler customizes the information by synchronizing the data of the consumer with data from manufacturers/sellers. Any two enabled devises can interact using database of the consumer with database of seller

The Enabler is a broker media between the customer and the seller.

Create value for all parties by alowing them to share and exchange information that is highly customized based on behaviour. The Enabler saves money and time; gives privacy to the users, and optimizes value for all parties.

Win- win situation: the software company (Motorola) wins; the data company (Sprint) wins; the customer wins (gets best value); and the seller wins (increases market share)

The opportunity is to address the concerns of previous technologies (privacy issues) while creating value for all parties. Users would prefer to use the Enabler, because it 1) provides customized information based on previous behaviour/habits; 2) allows users to control the level of data being shared, thus protecting privacy; 3) creates value for all parties.

The Enabler brokers data between the customers and the sellers; could be easily transfered to other purposes

KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONSCUSTOMER BASE

KEY RESOURCES DISTRIBUTION

BROKER

Software development;Hardware?; Product testing;Create partnerships; with disrtibutors;Enroll corporate customers;Continuous product improvement;Expand customer base into different industries

Software developers;Software;Partnerships with corporate customers;License/patent;Distribution partnerships

Information/Marketing customized based on behaviour;

Save money and time while gaining value;

Control your data sharing and privacy;

Simple and easy to use

Software available on your Smart phone;

Software used with your existing data plan

Download through data plans of data carriers (ex. Sprint)

Motorolla

For commercial customers; can be downloaded online

The Enabler software provides a media where the parties can exchange data.

Virually anyone who: 1) has a Smart Phone; 2) is interested in receiving customized promotions and marketing; 3) willing to collect data on their behaviour and share it with at least one commercial entity

4) looking to save time and optimize value of their shopping experience

Data carriers (ex. Sprint, Vodafone, Orange, Q2);

Hardware producers (ex. Motorola);

Commercial companies (ex. Grocery chains, big brands like Campbell's Soups)

Customers (ex. J oanne) for whom The Enable creates value and makes their life easier

Potential expansion in other industries within retail (ex. music stores, clothing companies, restaurants, libraries, healthcare, travel, etc)

COST STRUCTURE       REVENUE FLOWS      Software development, including customer testing;Continuous improvement of software;Negotiations team to develop partnerships with distributors Business team to enlist commercial customersAny applicable hardware costs (unsure)Tech support for software

Potentially could license the software to different data carriers;There could be a small fee for each software download (ex. $5 per download)Possible fees for commercial customers (could be flat fee or based on the data volume per unit time)