c3.4 defining icargo products and services
TRANSCRIPT
www.i-cargo.eu
Intelligent Cargo in Efficient and SustainableGlobal Logistics Operations
Defining iCargo
Products & Services ---
iCargo Training Series-Zaragoza-23.10.2013
iCargo Training Series: Overcoming the challenges of using multi-modal services www.i-cargo.eu2
Valentina BoschianBluegreen Strategy srl
Defining iCargo products/services
iCargo Training Session23rd October 2013, Zaragoza, Spain
iCargo Training Series: Overcoming the challenges of using multi-modal services www.i-cargo.eu3
• Approach for product/service ideas definition – Checkpoint 1– Checkpoint 2– Checkpoint 3
• Business Ideas Consistency Check– details of the templates
• iCargo results and Examples • Next Steps• Conclusions
Contents
iCargo Training Series: Overcoming the challenges of using multi-modal services www.i-cargo.eu4
• Approach for product/service ideas definition – Checkpoint 1– Checkpoint 2– Checkpoint 3
• Business Ideas Consistency Check– details of the templates
• iCargo results and Examples • Next Steps• Conclusions
Contents
iCargo Training Series: Overcoming the challenges of using multi-modal services www.i-cargo.eu5
Purpose of the approach
Main aim:
to collect guidelines document and set of templates for product idea definition,
innovation management including market and competition analysis, and
business planning.
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Details of the approach
APPROACH:
• Checkpoint 1: Business idea consistency check
• Checkpoint 2: Strategy consistency check
• Checkpoint 3: Business plan consistency check
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Deliverable D7.5: main achieved results
APPROACH:
• Checkpoint 1: Business idea consistency check- Who are the customers?- What products and services are you offering?
• Checkpoint 2: Strategy consistency check- What is your vision? What are your objectives? - What is your current business model?- What role do you intend to play in the iCargo business ecosystem?
• Checkpoint 3: Business plan consistency check- Who are the actual customers and how are they addressed in your business
plan?- Who are the actual competitors and how are they addressed in your
business plan?- Who are the actual partners and how are they addressed in your business
plan?
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• Approach for product/service ideas definition – Checkpoint 1– Checkpoint 2– Checkpoint 3
• Business Ideas Consistency Check– details of the templates
• iCargo results and Examples • Next Steps• Conclusions
Contents
iCargo Training Series: Overcoming the challenges of using multi-modal services www.i-cargo.eu9
1. Checkpoint 1: Business idea consistency check
Aim:• to check whether the proposed product ideas are consistent with:
– iCargo results,– roles in the iCargo business ecosystem.;
• to demonstrate the consistency of the product idea.
Checkpoint 1
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Product / Service Idea
Specific need/s addressed
Customers:• LSCs• FSIs• LSPs
Relationships with iCargo jobs-to-be-done
• features• barriers
Basic Idea
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Partner name
Product/ Service Idea name Short description Recognized specific need
Product ideas
1
2
3
Insert the name of the product/service idea in the following format: PARTNER
NAME idea key words
Describe shortly the ideaDescribe the needs that the idea is
going to answer
Product/service idea definition
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Who are the customers?• Refer to the iCargo ecosystem user roles, and explain:
– Which category of users will be your customers.– What user needs you are going to address, and under
which specific circumstances.
1.1 Customers
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Insert the name or examples of companies that represent the
customers for the product/service idea
Customers definition - LSC
LSC-Logistic Service Client
Insert product idea name Type of Market Addressed needs
1
2
3
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FSI – Freight Service Integrator
Insert product idea name Type of Market Addressed needs
1
2
3
Insert the name or examples of companies that represent the
customers for the product/service idea
Customers definition - FSI
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LSP – Logistic Service Provider
Insert product idea name Type of Market Addressed needs
1
2
3
Insert the name or examples of companies that represent the
customers for the product/service idea
Customers definition - LSP
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Add tables depending on the number of the product/service ideas
Customers definition - summary
LSC – Logistic Service ClientInsert product idea name
Type of Market Addressed needs
1
2
3
FSI – Freight Service IntegratorInsert product idea name
Type of Market Addressed needs
1
2
3
LSP – Logistic Service ProviderInsert product idea name
Type of Market Addressed needs
1
2
3
LSC – Logistic Service ClientInsert product idea name
Type of Market Addressed needs
1
2
3
FSI – Freight Service IntegratorInsert product idea name
Type of Market Addressed needs
1
2
3
LSP – Logistic Service ProviderInsert product idea name
Type of Market Addressed needs
1
2
3
Who are your customers?
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What products and services are you offering?• Refer to the iCargo “jobs to be done”, and explain:
– Which “jobs” your product or service is doing for the target customer.
– What features will be leveraged by your product to the user benefit.
– What barriers will be lowered by your product to favour adoption by the users.
1.2 Products and Services
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LSCs – jobs, features and barriers
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FSIs – jobs, features and barriers
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LSPs – jobs, features and barriers
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Further indications
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How will you beat competition?• Refer to the Blue Ocean Strategy approach, and:
– Produce a “Strategy Canvas” to position your product or service against competition.
1.3 Competition
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Strategic Canvas definition - 1
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Strategic Canvas definition - 2
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Strategic Canvas definition - 3
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Strategic Canvas definition - 4
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What role do you play in the iCargo business ecosystem and do you foreseen your evolution?• Refer to roles in the iCargo ecosystem, and explain:
– What role your organization will play in the ecosystem.– Identify toward which business model your organization
will evolve in the iCargo ecosystem, referring to Reference Business Models defined in Deliverable D7.2.
1.4 Role in the iCargo Ecosystem
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1.4 iCargo Ecosystem template (1/3)
Logistic Services Clients (LSCs)
Freight Services Integrators (FSI)
Logistic Services Providers (LSPs)
Transport Regulators
Information Services Integrators (ISI)Transport Network
Managers
Monitor.PlatformProvider
Function.as a
Service
Connect.Infrastruct.
Provider
SystemIntegrator
AuthoritySecurity
data serviceprovider
Networkadministr.
VirtualIntegrator
Trafficdata service
provider
BasicInfrastruct.
Provider
= Provide
= Evolve / spin-off
Software/Hardware
Vendor
Environm.focused retailer
e-Comm. Retailer
Enhanced retailer
Value-add.provider
Enhanced LSP
Asset-bound
FSI
Environm.focused provider
Environm.focused
Manufact.
Enhanced Manufact.
Network-bound
FSI
= Existing = New = Disrupted
Facilitators &
Supporters
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1.4 iCargo Ecosystem template (2/3)
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1.4 iCargo Ecosystem template (3/3)
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• Approach for product/service ideas definition – Checkpoint 1– Checkpoint 2– Checkpoint 3
• Business Ideas Consistency Check– details of the templates
• iCargo results and Examples • Next Steps• Conclusions
Contents
iCargo Training Series: Overcoming the challenges of using multi-modal services www.i-cargo.eu32
• If considered as part of a future iCargo ecosystem, iCargo participants represent 10 ISIs, 7 FSIs, 5 LSPs, 3 TNMs, 1 TR and 1 LSC.
• On top of those, there are also 11 facilitators and supporters, a new role recognised to be added to the iCargo ecosystem.
• Some of the participants anticipate their roles changing after the implementation of iCargo ecosystem, other tend to stay on their current role. Moreover, some participants foresee to act in even more roles than they are currently representing.
Role of the Partners in the iCargo Ecosystem
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• On the basis of the roles of the iCargo Reference Value Chain and on the business models of the iCargo ecosystem, partners recognize their position and the type of exploitation plan that they are planning to implement depending on their position in the ecosystem.
• It is possible to recognize four different types of individual exploitation plans for the iCargo partners:① Exploitation plans for providers and developers of iCargo
products and services,2 Exploitation plans for users of iCargo products and services,3 Exploitation plans for facilitators,4 Exploitation plans for supporters.
iCargo exploitation plans
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• The main product ideas were mapped to the five business level innovations recognised earlier in the project. In total there are:a. 10 ideas related to Optimization of the use of resources in
the logistic chain,b. 8 ideas related to Logistic chain composition based on
services,c. 7 ideas related to Monitoring the environmental footprint,d. 6 ideas related to Re-planning of logistic chains by (or on
the behalf of) the client,e. 6 ideas related to Collaborative planning.
Main iCargo product/service ideas
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• iCargo consists of organisations representing different fields of business, both public and private sector. Some of the participants, such as PTV and CGI, are able to act as product providers while others act either as users of products or facilitators and supporters of product and business development.
• 9 of the 29 iCargo participants have indicated that they have commercial product ideas related to iCargo, and some partners even have multiple ideas.
iCargo Partners’ product/service ideas
iCargo Training Series: Overcoming the challenges of using multi-modal services www.i-cargo.eu36
• Approach for product/service ideas definition – Checkpoint 1– Checkpoint 2– Checkpoint 3
• Business Ideas Consistency Check– details of the templates
• iCargo results and Examples • Next Steps• Conclusions
Contents
iCargo Training Series: Overcoming the challenges of using multi-modal services www.i-cargo.eu37
2. Checkpoint 2: Strategy consistency check
Aim:• to check whether the proposed strategy is consistent with:
– the iCargo business ecosystem,– the corresponding iCargo reference business models presented
in deliverable 7.2;• to demonstrate the consistency of the strategy.
Checkpoint 2
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What is the current Business Model?• Refer to the Osterwalder Framework, and:
– Produce a Business Model Canvas of your organization’s current business model.
2.1 Current business model
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How will your business model change?• Refer to the Osterwalder Framework, and:
– Produce a Business Model Canvas of your organization’s target business model, including:
• How each category is changed compared to the current business model.
• How these changes result from iCargo, referring to the Reference Business Models.
2.2 Business model evolution
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3. Checkpoint 3: Business plan consistency check
Aim:• to check whether the business plan is consistent with:
– the iCargo business ecosystem actual configuration, in terms of customers, competitors and partners;
• to demonstrate the consistency of the business plan.
Checkpoint 3
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Who are the actual customers and how are they addressed in your business plan?• Define:
– What is their role in the ecosystem?– What concrete actions you will take to address these
customers?
3.1 Actual Customers
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Who are the actual competitors and how are they addressed in your business plan?• Define:
– What is their role in the ecosystem?– What concrete actions you will take to compete with these
companies?
3.2 Actual Competitors
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Who are the actual partners and how are they addressed in your business plan?• Define
– What is their role in the ecosystem?– Which relations are established with each partner, in
concrete terms including financial agreements (e.g., royalties, subcontracting, reselling agreements)?
3.3 Actual Partners
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• Approach for product/service ideas definition – Checkpoint 1– Checkpoint 2– Checkpoint 3
• Business Ideas Consistency Check– details of the templates
• iCargo results and Examples • Next Steps• Conclusions
Contents
iCargo Training Series: Overcoming the challenges of using multi-modal services www.i-cargo.eu45
• The proposed approach guides the partners in definition of the iCargo product/service ideas by focusing on:– the need of the customers to be addressed;– the offering of the company to the other actors of
the Reference Value Chain;– the added value of the product/service ideas
compared to the other solutions in the market.
Conclusions
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Valentina BoschianBluegreen Strategy srl
Thank You
iCargo Training Seminar - ECITL 23 October, 2013 - Zaragoza
www.i-cargo.eu
Intelligent Cargo in Efficient and SustainableGlobal Logistics Operations
Credits:
Presented by: Valentina BoschianBluegreen Strategy srlvalentina.boschian@bluegreenstrategy.comwww.bluegreenstrategy.com
Material: Valentina BoschianBluegreen Strategy srl