how to design new growth ventures
TRANSCRIPT
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How to successfully launch new growth ventures.
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Example | Nine Inch Nails
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$ 1.600.000,-
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1st week
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©MarcSniukas-DoujakCorporateDevelopment
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© Marc Sniukas - Doujak Corporate Development
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?HOW
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?How do established companies
design innovative business models?
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Example | ProSiebenSat.1
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2012 2018
2.4 billion
3.4 billion
+42%
Example | ProSiebenSat.1
+1 billion
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Source: http://annual-report2014.prosiebensat1.com/index.html
Example | ProSiebenSat.1
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Source: http://www.prosiebensat1.com/en/page/unternehmenskennzahlen
Example | ProSiebenSat.1
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2012 2018
2.4 billion
4.25 billion
+75%
Example | ProSiebenSat.1
+1.85 billion
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Crafting new growth ventures
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AnalysePlanImplement
TraditionalApproach
1 2 3
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PLAN. (v.t.) TO BOTHER ABOUT THE BEST METHOD OF ACCOMPLISHING AN ACCIDENTAL RESULT.
—AMBROSE PIERCE Author, The Devil’s Dictionary
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AnalysePlanImplement
TraditionalApproach
DesignApproach
ActLearnDesign
1 2 3
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Myth of Experimentation
Cutting Edge Process
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Cutting Edge Process
Inception Evolution Diffusion
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Inception.
Cutting Edge Process
[ An opportunity and an idea ]
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[ How to discover an opportunity ]
Where to Play
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THE FIRST PRINCIPLE OF FINDING NEW GROWTH IS THAT YOU’RE ALWAYS BETTER OFF GOING AFTER CUSTOMERS WHO ARE UNDERSERVED OR NEGLECTED. —DAVID BELL Professor
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Example | ProSiebenSat.1
Step 1: Identify Noncustomers
Start-ups and Small and Medium Sized Businesses
What did Pro7 do?
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MOST COMPANIES, UNFORTUNATELY, DON’T KNOW WHY CUSTOMERS DO OR DON’T DO BUSINESS WITH THEM.
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Where to Play
Understand Customer Needs and Experience
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Where to Play
Understand Customer Needs and Experience
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Where to Play
Barriers to Consumption
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Where to Play
Hurdles to Satisfaction
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Step 2: Identify Needs, Experience, Barriers and HurdlesThey would like to have access to TV media, but: • cannot afford it, • don’t want to spend money on an
uncertain outcome, • don’t have the experience with planning
and executing TV media campaigns.
Example | ProSiebenSat.1
What did Pro7 do?
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[ How to seize opportunities ]
How to Play
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OFFERING BUSINESS MODEL REVENUE MODEL
How to Play
Designing the New Venture
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Example | ProSiebenSat.1
Step 3: Design the new venture.
OFFERING BUSINESS MODEL REVENUE MODEL
Access to mediaMedia strategyMedia planningProduction
Target selectionSpot productionExecutionSpecialized expertiseShared services
Fixed Fee+ Revenue Share+ Equity
What did Pro7 do?
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steps for validating your idea.3
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Cutting Edge Process
Myth of NewCo
CoreCo
NewCo
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What did Pro7 do?
Example | ProSiebenSat.1
Step 4: Validate your strategy.
• Issued a press release • Got 12s of business plans of interested
companies • Selected a few to get started
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Does this make sense, and can we execute it?1
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2 Does the it resonate with potential customers and partners?
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3 Does it really work in practice?
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Evolution.[ Perfecting your venture design ]
Cutting Edge Process
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Iterative DesignAct
Learn
DesignInceptionEvolutionDiffusion
Cutting Edge Process
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How Your Design Matures.Cutting Edge Process
Act
Act
Act
Act
Learn
Learn
LearnDesign
Design
Design
Cycle 1 Cycle 2 Cycle …
Maturity Level of your New Venture
Draft first idea
Fully developed
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Cutting Edge Process
Myth of Trial & Error
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Example | ProSiebenSat.1
Media for Revenue ShareNo specific company focus
What did Pro7 do?
Fixed FeeMedia for Revenue ShareFocus on online businesses
Media for EquityFixed FeeMedia for Revenue ShareFocus on online businesses
Portfolio of Strategic InvestmentsMedia for EquityFixed FeeMedia for Revenue ShareFocus on online businesses
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Diffusion.
Cutting Edge Process
[ Scaling up your business ]
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[ How to create value ]
How to Win
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Fulfilling customers’ needs and making their
life easier
Offering your partners
advantages
Strategic Operational
Financial
How to Win
FIRM VALUE
CUSTOMER VALUE
ECOSYSTEMVALUE
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Example | ProSiebenSat.1
Step 5: Create value.
• New revenue streams• Becoming independent
from existing customers• Building a portfolio of
strategic investments• Use insights gained for
traditional business
• Access to media• Risk-free• Low upfront
cash out• No need to deal
with media
Other investorsprofit from increasedcompany value
What did Pro7 do?
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Cutting Edge Process
Myth of NewCo
CoreCo
NewCo
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Example | ProSiebenSat.1
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THINK BIG.START SMALL.SCALE INTELLIGENTLY.
—DERYCK J VAN RENSBURG President Coca-Cola Global Ventures
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Designing the new venture
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Launching the new ventureInception
Evolution
Diffusion
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Example | Nine Inch Nails
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DO. OR DO NOT. THERE IS NO TRY.
—YODA Jedi Master
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Thank you.@sniukas