PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

BRIDGE PROGRAM OVERVIEW

WHAT IS INNOVATION?

WHAT DOES IT HAVE TO DO WITH DESIGNERS?

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

CONTEXT: IDEO WAYS TO GROW MATRIX

NEW STUFF TO SAME OLD PEOPLE

TWEAK PRODUCT, SERVICE OR BRAND

SELL OLD STUFF TO NEW PEOPLE

SELL NEW STUFF TO NEW PEOPLE

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

Enabling Processassembled capabilities you

buy from others

Core Processproprietary process that add value

Servicehow you serve your customers

Channelhow you connect customers to

offering

Customer Experiencehow you create an integrated

experience for customers

Brandhow you express your

offering’s benefits & values to customers

FINANCE

BusinessModel

Networking

PROCESS

Enabling Process

Core Process

OFFERING

Product Perform

ProductSystem

Service

DELIVERY

Channel BrandCustomerExperience

Business Model how the enterprise makes money

Networking enterprise structure, value chain & partnering

Product Performancebasic features-performance & function

Product Systemextended system around the offering

CONTEXT: DOBLIN 10 TYPES OF INNOVATION

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

The majority of resources and effort are concentrated on the product offering

CONTEXT: DOBLIN- INVESTMENT IN INNOVATION

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

The greatest return on innovation effort falls outside of the product offering.

CONTEXT: DOBLIN ROI IN INNOVATION

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

BRIDGE PROGRAM OVERVIEW

WHAT IS THE BUSINESS BRIDGE PROGRAM?

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

EXPANDING DESIGNER’S IMPACT ACROSS THE INNOVATION SPECTRUM

DESIGN MBA BRIDGE

ProcessProcess

Innovation Innovation ProcessProcess

Core Core ProcessProcess

OfferingOffering

ProductProductPerformancPerformanceses

Service Service SystemSystem

Customer Customer ServiceService

DeliveryDelivery

ChannelChannel BrandBrandCustomer Customer ExperiencExperiencee

FinanceFinance

Business Business ModelModel

Value Value NetworkNetwork

BUSINESS BUSINESS

DESIGNERDESIGNERDESIGNERDESIGNER

TRADITIONAL DESIGNINDUSTRIAL - FASHION - INTERIOR- ARCHITECTURE - GRAPHIC- ADVERTISING

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

Business Business ModelsModels

Business Business ModelsModels

VALUE

Marketing Marketing + +

ManagemeManagementnt

Marketing Marketing + +

ManagemeManagementnt

CUSTOMER

Statistics + Statistics + OperationsOperationsStatistics + Statistics + OperationsOperations

DECISIONS

Financial Financial ManagemeManageme

ntnt

Financial Financial ManagemeManageme

ntnt

EVALUATION

Project Based LearningProject Based LearningProject Based LearningProject Based Learning

Each module will run 9-2:30 hours a day for 2 weeks

DELIVERY STRUCTURE-MODULES

BRIDGE PROGRAM OVERVIEW

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

Business Business ModelsModels

Business Business ModelsModels

VALUECONCEPTS EXPLORED AND PROBED:• OVERVIEW OF DESIGN PROCESS• CONCEPTUAL MAPPING OF BUSINESS MODELS

•CUSTOMER VALUE PROPOSITION•PROFITABILITY MODEL•RESOURCE REQUIREMENTS•KEY PROCESSES

SAMPLE COMPANIES OR OFFERINGS INVESTIGATED

MODULE 1: VALUE

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

CONCEPTS EXPLORED AND PROBED:• PRODUCT DEVELOPMENT + POSITIONING• PROMOTION• BRANDING• CUSTOMER BEHAVIOR• TARGET MARKETING• SOCIAL NETWORKING• MANAGEMENT STRUCTURE

Marketing Marketing + +

ManagemeManagementnt

Marketing Marketing + +

ManagemeManagementnt

CUSTOMER

SAMPLE COMPANIES OR OFFERINGS INVESTIGATED:

MODULE 2: THE CUSTOMER

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

CONCEPTS EXPLORED AND PROBED:• SURVEYS + SAMPLING • CORPORATE DECISION MAKING• SUPPLY CHAIN• STATISTICAL ANALYSIS• QUALITY CONTROL

SAMPLE COMPANIES OR OFFERINGS INVESTIGATED:

Statistics + Statistics + OperationsOperationsStatistics + Statistics + OperationsOperations

DECISIONS

MODULE 3: DATA IN DECISIONS

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

CONCEPTS EXPLORED AND PROBED:• INVESTING + OPERATIONS DECISIONS• FINANCIAL STATEMENTS

• INCOME STATEMENT (PROFIT & LOSS)• CASH FLOW STATEMENT (REAL

MONEY)

• BALANCE SHEET (OWN AND OWE)

SAMPLE COMPANIES OR OFFERINGS INVESTIGATED:

Financial Financial ManagemeManageme

ntnt

Financial Financial ManagemeManageme

ntnt

EVALUATION

MODULE 4: EVALUATION

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

BRIDGE PROGRAM OVERVIEW

WHAT IS INNOVATION?

EXAMPLES OF DISRUPTIVE INNOVATION

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

DESIRABLEILLUMINATION

FEASIBLEINFRASTRUCTURE + DELIVERY

VIABLEMONETIZATION OF SERVICE

THOMAS EDISION: THE LIGHTBULB IN CONTEXT

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

DESIRABLECONVENIENCE, SIMPLICITY, COFFEE ON DEMAND

FEASIBLEPATENTED BREWING PROCESS

VIABLEBUILT IN REOCCURRING REVENUE, HIGH SWITCHING COSTS

DISRUPTION OF A COMMODITY PRODUCT

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

Itunes

Store.aachigh defsupport

199

8

199

9

20

00

20

01

CONTEXT: APPLE’S DISRUPTIVE INNOVATION

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

BUSINESS MODEL= ENGINE

FINANCIAL MODEL= FUEL OR ENERGY

BUSINESS PLAN= ROAD OR TRIP PLAN

BUSINESS MODELS: RELATED BUT OFTEN CONFUSED

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

BRIDGE PROGRAM OVERVIEW

WHAT IS A BUSINESS MODEL?

WHAT ARE WE GOING TO DO NOW?

PHILADELPHIA UNIVERSITY: BRIDGE PROGRAM

OfferingOffering

OFFERValue Proposition: The Job

Problem Solved + Need Satisfied

Customer Relationships

Customer Relationships

CUSTOMER-RELATIONSHIPSReach, Treat, Communicate,

Collaborate

Customer

Segments

Customer

Segments

CUSTOMER-SEGMENTS

Mass, Niche- Long Tail, Two Sided

Distribution Channels

Distribution Channels

CUSTOMER-CHANNELS

Direct, Indirect

INFRASTRUCTURE-PARTNERS

Buyer-Supplier, Joint Venture, Co-Creation

Key Activities

INFRASTRUCTURE-ACTIVITIES

Product, Platform, Problem Solving

INFRASTRUTURE-RESOURCES

Tangible- Capital Intensive,

Intangible- Process, IP, Talent,

Financial-Capital

Cost StructureCost Structure

VALUE- COSTCost or Value Driven

Fixed vs. Variable

Revenue

VALUE- REVENUE- RETURN

Selling, Renting, Leasing, Fees, Other

Measures

BUSINESS MODEL BASICS

Inspired by: Alex Osterwalder Business Model Innovation Hub