orange hills gmbh: transformation of business models

© Copyright by Orange HillsTM GmbH. All rights reserved.

STRATEGY CONSULTANCY AND COACHING

TransformaFon of business models IntroducFon to Orange HillsTM GmbH | Dr. Bernhard Doll | [email protected] Munich | November 1st, 2014

© Copyright by Orange HillsTM GmbH. All rights reserved – 2

New thinking for new business

Orange Hills is an innova7on consultancy. We support execuFve managers and owners of IT and service companies to develop and implement innova7ve strategies, services and business models. Our focus lies in:

01

We develop innova7on

We analyse your customers, your markets and your business, and develop winning strategies and business models – to make sure you stay successful in the future.

02

We implement innova7on

We implement innovaFve strategies and business models close to the market. In short project cycles, we test and evaluate what works in reality and contributes to your success.

03

We teach innova7on

We teach your employees to setup, manage and control innovaFon processes independently, to turn ideas into business for your company.

+  Development and transforma7on of business models

+  Hypotheses-‐driven evalua7on of future scenarios and prototyping

+  Agile implementa7on of future scenarios under condiFons of extreme uncertainFes

+  Ini7a7on and establishment of “exploraFve” innova7on cultures

We have been working for clients, e.g.:

Our partners in research and teaching:

“Orange Hills is THE benchmark in the field of rapid prototyping. [...] We have been able to exceed our set targets and more importantly – create a movement! Looking forward to the next gig with this innovaFve, professional and passionate crew!“ -‐ Wilfrid Kroath, Tieto Finland

According to a recent study of brand eins, Orange Hills is ranked among the TOP 3 consultancies in Germany for innovaFon, growth and new business models (2014).


Our clients’ typical challenge: More of the same is not enough

How things work today

Establishing a new way of thinking for new business

Threats & challenges on the horizon

1

2

3

Typical situaFon of our clients

Google pushes tradiFonal players out of the online adverFsement market

Uber adacks the tradiFonal business model of taxi services around the globe

Apple might take clients away from operators with preinstalled SIM cards in mobile devices

+  New and agile market players potenFally jeopardize our client’s business model

+  Fierce fight for market shares and declining prices

+  Missing products and services for new customer demands

Typical process model of Orange Hills

+  Development of a transforma7on strategy with KPIs +  FacilitaFon of “agile“ innova7on projects (“light houses“) +  Stepwise training of employees and senior managers +  Development of physical and soOware-‐based tools +  IntroducFon of dashboard systems to measure success

+  Highly successful with exis7ng business model

+  Focus on KPI-‐driven op7misa7on of established businesses

+  LiSle experience in exploring new business ideas beyond the status quo

Organisa4on of our clients

InnovaFon culture

Orange Hills

Current work culture

ExisFng acFviFes of line organisaFon

New innovaFon acFviFes e.g. project enables

Interhyp has turned the residenFal mortgages market upside down

What industry comes next?

+  Development and transforma7on of business models +  Ini7a7on of an “exploraFve” innova7on culture


© 2014 Orange HillsTM GmbH. All rights reserved. Inspired by www.businessmodelgeneration.com.

BUSINESS MODELTarget groups

Who are our sales targets and who will be using our offerings?

Resources Partners

Primary

What is our primary customerand user segment that unlocks the most value in our business?

Customers Users

InvestmentsCostsPricing & revenue streamsPatternHow much money do we need to spend before we earn?What are our revenue streams and how much do our customers pay (per unit)?How, when and how often do we charge our customers? What are the most important costs to create and deliver the offerings?

Brand & messages Offerings

Channels

Relationships

Channels

Processes

Profit formula

What (internal) key resources do we need to create and deliver the offerings?

Who are our (external) key partners to create and deliver the offerings?

What bundle of products and services do we offer to our customers and users?

How do we want our brand to be perceived and what is our story to sell the offerings?

Through which channels do our customers and users want to be reached?

What kinds of relationships do our customers and users expect?

Through which channels do our partners want to be reached?

What (internal) key processes do we need to create and deliver the offerings?

Delivery R&D

What job(s) are our customers and users trying to get done?

Job(s) to get done

What kind of value do we create for customers and users with our offerings?

Core value

What do we do better than our competitors, which is hard to copy?

Unfairadvantage

DNA

Download | http://blog.orangehills.de/#bml_en

Team DateIteration

How we work: Projects, trainings & tools

Tools Trainings 1 2 3 We enable our clients with “gamified” trainings to manage their innova7on projects successfully on their own.

We design our clients physical and virtual toolkits to support and accelerate teamwork.

Projects

In very short cycles, we implement innovaFve business models and services.

Analysis

IdenFficaFon of search fields for new ideas with wow-‐factor

1-‐3 weeks

Design

Development of future scenarios based on clearly defined KPIs

Valida7on

SystemaFc tests of assumpFons to reduce project risks

Reflec7on

Analysis of gained knowledge to improve planning and to setup the next cycle

7 weeks

1 week

1 week

Kick-‐off

Review

Next cycle

virtua

l ph

ysical

virtua

l ph

ysical

Start

End

Topics +  Development of

business ideas +  Business models +  Growth

Gamified elements

+ Mission +  Roles +  Incidents +  Ranking

Organisa7on +  1-‐3 days +  Up to 50

parFcipants

Leaderboard

Winner

Business model

e.g.

+  Technology +  Business model +  Value chain +  Hypotheses &

experiments

physical

Visual worksheets Worksheets to literally “frame” discussions in physical workshops

virtua

l

SoOware All worksheets are also available in our web-‐based solware for virtual modeling

Import

Busin

ess D

esign

Busin

ess D

esign


Projects: Typical flow of ac7vi7es

Analysis IdenFficaFon of search fields for new ideas with wow-‐factor

1-‐3 weeks

Design Development of future scenarios based on KPIs

Valida7on SystemaFc tests of assumpFons to reduce project risks

Reflec7on Analysis of gained knowledge to improve planning

7 weeks 1 week 1 week

Next

cycle

virtual

+  Gathering of field data on potenFal target groups (e.g. observaFons, interviews)

+  Development of social-‐ psychological profiles for selected target groups

+  Behavioural-‐oriented visualisa7on of market environment

+  Analysis und benchmarking of compe77ve players

+  Development of future scenarios

+  Iden7fica7on of criFcal hypotheses for risk assessment

+  Design of experiments

+  Design of iniFal market offerings / MVP

+  Planning of validaFon

+  Run of experiments, e.g. +  Expert interviews +  (Social) Prototyping (e.g. service

simulaFons, UI mockups for mobile applicaFons)

+  Crowd sourcing +  Implementa7on of iniFal market

offerings / MVP +  Management of teamwork and team

performance

+  Analysis and synthesis of field data

+  Matching with KPIs +  Deduc7on of

improvement opportuni7es

+  Development of business cases

+  Collec7on and assessment of “cri7cal incidents“ during teamwork

+  Planning of next cycle

physical virtual physical

Team of customer

Team of Orange Hills

min.

Target

min.

Target

min.

Target

Busin

ess D

esign

1

Kick-‐off

Review

“How can we, as a FM radio sta4on, excite and convince new customers and users with digital business models?“


Rapid Modeler: Team soOware for Business Design

+  Work with your colleagues on new strategies, services and business models

+  Develop hypotheses and track the performance of your experiments

+  Manage your agile innova7on projects online

+  Share your results with partners, customers and other externals – visually, securely and quickly

Are you interested in a customised solu7on? +  AdaptaFon of UI look & feel +  New features +  IntegraFon in your IT environment

Please contact us! powered by HTML 5

www.rapidmodeler.de

Busin

ess D

esign


Are you looking for a new challenge and a job that gives you meaning? Drop us a line or give us a call: Sabine Schön E. [email protected] T. +49-‐89-‐4520545-‐21

Guido Redlich +  Expert for markeFng and

communicaFon +  Studied CommunicaFon and

AdverFsement +  Founder of mulFmedia

agency a.f.i.m. / TBWA

Who we are: Interdisciplinary and passionate

Dr. Bernhard Doll +  Expert for business design

and prototyping + Major in Computer Science

and Social Sciences +  PhD in Management from

TU München

E. [email protected]

Prof. Kathrin Möslein +  Chair of InformaFon Systems

I -‐ InnovaFon and Value CreaFon at University Erlangen-‐Nürnberg

+  Director of CLIC at Leipzig Graduate School of Management (HHL)

+  PhD in Management

Sabine Schön +  Expert for field research on

customer / market behaviour

+ Major in Computer Science and Media


Dr. Chris7an Schüller +  Expert in solware

engineering & prototyping +  PhD in Computer Science

from TU München


Oliver Schmid +  Expert for communicaFon

and interacFon processes in organisaFons

+  Studied CommunicaFon, Psychology and Management

Sapar Satayev +  Expert in business modeling +  EMBA in InnovaFon &

Business CreaFon from TU München

+  Partner in Kazakhstan

Jonas Viczian +  Intern +  Studies Management at TU

München

© Copyright by Orange HillsTM GmbH. All rights reserved.

Orange HillsTM GmbH Sendlinger Str. 29 80331 München | GERMANY T. +49 (89) 4520545-‐0 F. +49 (89) 4520545-‐69 E. [email protected] W. www.orangehills.de Follow us on Twider: @orangehillsgmbh

Orange Hills GmbH

Dr. Bernhard Doll T. +49 (89) 4520545-‐14 E. [email protected]

Direc7ons By public transport:

+  U-‐Bahn: StaFon Sendlinger Tor – or – +  S-‐Bahn: StaFon Marienplatz

within walking distance (2 min.)

Free (up to 2 users per team + guests)

By car:

+  DirecFon Munich Center / Marienplatz +  Public parking area Oberanger (Oberanger 35)

within walking distance (2 min.)