Professional Documents
Culture Documents
«… a sensation.»
Frankfurter Allgemeine
Founded in 1999
Idea: Receive 3, 4 or 6 deliveries per year
of the identical socks
Each SockscriptionTM lasts 1 year
More than 40,000 customers from 74
countries
Quiz question: What is the main difference?
15 CHF 80 CHF
Traditional business model Innovative business model
(sell coffee through retail)
-1
Product/service Process Business model
innovation innovations innovation
innovation
in percent (%)
60 Business model
innovation
40
20
0
Under- Out-
performer (*) performer (*) (*) CAGR Operating Margin
Solutions
Business
Models FUTURE
Service /
Process
PRESENT
Product /
Technology
PAST
Product and
+ 6.8 process innovation
10
8.5
Business model
premium (%)
8 + 5.9 innovation
6 6.0
1 TSR
2 1.7
5 years0.1
0
3 years 5 years
1 Total
shareholder return (TSR) premium is defined as the percentage by which innovators'
average total shareholder return exceeded that of their industry peers
Source: Business Week / BCG Innovation Survey, 2008; BCG Value Science analysis
Business model innovation allows to capture the value of
technology or product innovation
Business model innovation plays a key role in capturing the
value of product or technology innovation
Traditional business
model
Product / Technology
Innovation X Value
+ =
Business Model
Innovation
Business model innovation plays a key role in capturing the
value of product or technology innovation - Example Xerox
• Cost of machine:
30 000 USD
Product / Technology no market
Value
Innovation
+ = • Increase in revenues
from 30 million to 2.5
billion USD (1972)
Business Model
Innovation
Product / Technology
Value
Innovation
“Trial-and-Error”
- sell capsules in retail stores
- restaurant market
Product / Technology
Value
Innovation
• Patent in 1976 + =
• Turnover 3.2 billion
CHF in 2010
• Over 10 million
Business Model
Nespresso club
Innovation members
Examples of successful business model innovators that
were able to capture the value of new technologies
3-D printer
Internet / Data
Voice over IP
mining
Cloud computing
Genetics
GPS
Internet
Digital
photography
mp3
How can business
models be
innovated in a
systematic way
Even though there is clear evidence that an innovative
business model is one of the major key driver of success…
…companies still put a major emphasis on the development
of new product offerings
One explanation is a lack of systematic tools to develop
innovative business models
«There are multiple tools and Which methods and tools are used to develop
methods to come up with new business model ideas?
product ideas but nothing to In percent
support idea generation for 100
business models»
80
20 20
20
«The real innovative
business model ideas can
only be developed by the 0
creative genius» No tools Strategy Brainstorming
tools techniques
Approach:
Free daily
newspaper
• Predominently
outsourced production
• Financed by • Self-service
advertising
What?
Standard Oil Gillette Hewlett- Nestlé Apple Amazon Better Nestlé Nestlé
Company (1904) Packard Nespresso iPod/iTunes Kindle Place Special.T BabyNes
(1880) (1984) (1986) (*) (2003) (2007) (2007) (2010) (2012)
What?
What?
What?
What?
What does …
Pattern title
Pattern content
Pattern elements
Workshop:
Business Model Pattern Cards
Preparation
Each company / participant receives six pattern cards
Task
1. Develop a rule-breaking business model innovation ideas:
Go through the cards one after the other
Force yourself to develop 5 ideas per card even if you think
this does not fit
Cluster those ideas into groups
Decide on the best idea
2. Detail the selected idea by concretizing all dimensions of the
magic triangle: “who, what, how, why”
3. Come up with a name for your innovation and prepare an
elevator pitch to attract investors (5min).
The Business Model Navigator: A systematic approach
for developing innovative business models
Design Realization
Iteration
Test
Ideation What?
Similarity Principle
Iteration
Who? Learning
Adapt the Confrontation Principle through trial and
patterns Why? How? error
Old
Business Model 55 Patterns
Integration What?