B usiness M odel I nnovation …

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Traditional Value Chain vs.  Modern Value Chain Traditional Value Chain vs. Modern Value Chain

Customer Discovery,  Phase One : State Your Business Mode l Customer Discovery, Phase One : State Your Business Mode l

Customer Discovery ,  Phase Two :  Get Out of the Building to Test theCustomer Discovery , Phase Two : «Get Out of the Building» to Test the Problem: «Do Customers Care? » Get your team «out of the building» to test the problem and to answer three key questions: • Do we really understand the customer’s problem? • Do enough people really care enough about the problem for this to become a huge business? • And will they care enough to tell their friends?

Customer Discovery ,  Phase Three :  Get out of the Building and Test theCustomer Discovery , Phase Three : «Get out of the Building» and Test the Product /Service Solution

Value proposition? Value proposition?

What are value propositons for the products? What are value propositons for the products?

areas 4 areas

WHAT? WHO? HOW? $? € ? WHAT? WHO? HOW? $? € ?

building blocks 9 building blocks

WHAT? WHO? HOW? $? € ? CUSTOMER CLIENT SEGMENTS CLIENT SEGMENTSCLIENT SEGMENTS CLIENT SEGMENTS CLIENT SEGMENTSWHAT? WHO? HOW? $? € ? CUSTOMER CLIENT SEGMENTS CLIENT SEGMENTSCLIENT SEGMENTS CLIENT SEGMENTS CLIENT SEGMENTS CLIENT SEGMENTSOFFER COST STRUCTURE CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS KEY RESOURCES CAPABILITIES REVENUE FLOWSDISTRIBUTION CHANNELSPARTNER NETWORK

Nespresso changed the business model for coffee Nespresso changed the business model for coffee

T he business model system TARGETED CUSTOMER SEGMENTSPARTNER SHIP NETWORK OFFER – VALUE PROPOSITIONNespresso coffee machinesT he business model system TARGETED CUSTOMER SEGMENTSPARTNER SHIP NETWORK OFFER – VALUE PROPOSITIONNespresso coffee machines households distribution channels marketing machine sales capsule sales REVENUE MODEL espresso capsulesretail outlets Nespresso. c om. DISTRIBUTION CHANNELS call center Nespresso stores retail logisticsmachine manufacturer production CAPABILITIES distribution KEY RESOURCES marketing Nespresso club CUSTOMER RELATIONSHIPS COST STRUCTURE business production facilities patents production

RESULTS RESULTS

35 growth p. a.  for the last 7 consecutive years 35% growth p. a. for the last 7 consecutive years

fastest-growing business in the Nestlé group fastest-growing business in the Nestlé group

Nespresso has a 26. 6  global share in Espresso machine sales Nespresso has a 26. 6 % global share in Espresso machine sales

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