business model canvas - entrepreneurship 101 (2012/2013)

31
E101 @markzim Business Model Canvas Mark Zimmerman

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Careful consideration of economics and business strategy can make the difference between simply having a great technology and building a great company. This lecture focuses on clearly defining your business model and how you propose to make money with your product or service. Case studies will be used to test concepts against a specific business.

TRANSCRIPT

Page 1: Business Model Canvas - Entrepreneurship 101 (2012/2013)

E101

@markzim

Business

Model

Canvas

Mark Zimmerman

Page 2: Business Model Canvas - Entrepreneurship 101 (2012/2013)
Page 3: Business Model Canvas - Entrepreneurship 101 (2012/2013)
Page 4: Business Model Canvas - Entrepreneurship 101 (2012/2013)
Page 5: Business Model Canvas - Entrepreneurship 101 (2012/2013)
Page 6: Business Model Canvas - Entrepreneurship 101 (2012/2013)
Page 7: Business Model Canvas - Entrepreneurship 101 (2012/2013)

Who do you serve?

Page 8: Business Model Canvas - Entrepreneurship 101 (2012/2013)

What problem do you solve?

What job do you do?

Page 9: Business Model Canvas - Entrepreneurship 101 (2012/2013)

How do customers find you?

How do you deliver?

How do they buy?

Page 10: Business Model Canvas - Entrepreneurship 101 (2012/2013)

What type of relationships do you

have?

Page 11: Business Model Canvas - Entrepreneurship 101 (2012/2013)

How do you get paid?

Page 12: Business Model Canvas - Entrepreneurship 101 (2012/2013)

What things do you do? must

Page 13: Business Model Canvas - Entrepreneurship 101 (2012/2013)

What resources do you need to do them?

Page 14: Business Model Canvas - Entrepreneurship 101 (2012/2013)

Who else do you need to make your model

work? need

Page 15: Business Model Canvas - Entrepreneurship 101 (2012/2013)

What does it cost to operate the model?

Page 16: Business Model Canvas - Entrepreneurship 101 (2012/2013)

Who?

What?

How?

Why?

Page 17: Business Model Canvas - Entrepreneurship 101 (2012/2013)

Who?

What?

How?

Why?

Page 18: Business Model Canvas - Entrepreneurship 101 (2012/2013)
Page 19: Business Model Canvas - Entrepreneurship 101 (2012/2013)
Page 20: Business Model Canvas - Entrepreneurship 101 (2012/2013)

1970 - Invented

1976 - Patented

1986 - Launched

Sold as a complete solution, machines & coffee for a per cup price to restaurants and offices.

Page 21: Business Model Canvas - Entrepreneurship 101 (2012/2013)

1970 - Invented

1976 - Patented

1986 - Launched

Sold as a complete solution, machines & coffee for a per cup price to restaurants and offices.

1988 - Acknowledged dud, Nestle considers shutdown.

Page 22: Business Model Canvas - Entrepreneurship 101 (2012/2013)

1970 - Invented

1976 - Patented

1986 - Launched

Sold as a complete solution, machines & coffee for a per cup price to restaurants and offices.

1988 - Acknowledged dud, Nestle considers shutdown.

1989 - Jean Paul Gaillard named Commercial Director. - “Pivots”

Page 23: Business Model Canvas - Entrepreneurship 101 (2012/2013)

Separate the machine from the coffee.

Page 24: Business Model Canvas - Entrepreneurship 101 (2012/2013)

Made and serviced by 3rd parties.Sold through independent retail stores. Manufacturers handle delivery and stocking. Nespresso handles sales training.

Page 25: Business Model Canvas - Entrepreneurship 101 (2012/2013)

Made and serviced by 3rd parties.Sold through independent retail stores. Manufacturers handle delivery and stocking. Nespresso handles sales training.

Sold online and over the phone direct to members of the Nespresso Club.

Delivered direct to consumers in 24 hours or less.

Page 26: Business Model Canvas - Entrepreneurship 101 (2012/2013)

As market matured Nespresso added their own brand machines made by an OEM.

Added it’s own retail boutiques to further control the sales message.

Created Nespresso Pro channel to serve the office market.

Page 27: Business Model Canvas - Entrepreneurship 101 (2012/2013)
Page 28: Business Model Canvas - Entrepreneurship 101 (2012/2013)

Nes

pres

so

high end household

s

member high end

restaurant quality

espresso at home

Coffee

machine

makers

marketing

distribtution & sales

manufacturing

capsule sales hardware sales

retail

nespresso.com

nespresso boutiques

call centre production

plants

distribution

patents brand

production

mar

ketin

g logistics

Page 29: Business Model Canvas - Entrepreneurship 101 (2012/2013)

Nes

pres

so

Page 30: Business Model Canvas - Entrepreneurship 101 (2012/2013)

Running Lean

Ash Maurya

Business Model Generation

Alexander Osterwalder & Yves Pigneur

Page 31: Business Model Canvas - Entrepreneurship 101 (2012/2013)

Thank You.

@markzim Mark Zimmerman