HOW TO IDENTIFY NEW BUSINESS MODELSسازمان مدیریت صنعتی

های کسب و کار درس مدل‌اوسط دمیرچلی، فرشاد عاملیان، مرتضوی علیرضا طیبی، علی‌

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HOW ORGANIZATIONS TRADITIONALLY PURSUE GROWTH?

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TRADITIONAL ORGANIZATIONAL

GROWTH

➤ Invest heavily in product development

➤ Concentrate on strategy

formulation

➤ Develop deep consumer insights

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WELL! WHATS THE PROBLEM?

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TIME & RESOURCES!

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BUSINESS MODEL EXPERIMENTATIONA forth path has emerged:

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“business model experimentation”: the pursuit of growth through the methodical examination of alternative business models.

Exploring possible business model alternatives that can be pursued to commercialize any given idea prior to going out into the market

“ Treating ‌‌ Business Model as a variable and not a constant

➤ can serve as a critical enabler of growth, ➤ allowing executives to anticipate, ➤ adjust to and capitalize on new technologies or ➤ customer insights

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Business Model Innovation Value Creation

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HAS THIS APPROACH BEING USED BY ORGANIZATION THESE DAYS?

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only a handful have put in place a methodical approach to business model innovation.

THIS RESEARCH APPROACH

✤ Four years of field work carried out with

➤ More than 20 companies

• Kennametal, Infineum, Johnson & Johnson, P&G and Medtronic

➤ In an array of industries including

• Consumer packaged goods, chemicals, medical devices, pharmaceuticals and financial services.

➤ Method:

• Interview- based primary market research with existing and potential customers

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WHAT IS A BUSINESS MODEL?

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all aspects of a company’s approach to developing a profitable offering and delivering it to its target customers

more than 40 different components such as target customer, type of offering and pricing approach have been included in various definitions of business models

BUSINESS MODEL EXPERIMENTATIONWhat is a business model?

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WHAT IS A BUSINESS MODEL?

•Who is the target customer?

•What need is met for the customer?

•What offering will we provide to address that need?

•How does the customer gain access to that offering?

•What role will our business play in providing the offering?

•How will our business earn a profit?

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Are the answers to these questions fixed in any working business model?

What if they weren’t?

what if you considered them as a variable?

What new opportunities you can capture?

STARTING THE PROCESS

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A BUSINESS DEVELOPMENT TEMPLATE

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EXPLORING OFFERING OPTIONS IN MORE DEPTH

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EXAMPLE

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A GENERATING NEW BUSINESS MODELS BY CHANGING ONE VARIABLE

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New Businesses!

Remember Apple and iTunes!

CASE STUDIES

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KENNAMETAL

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Exploring New Customer Needs

INFINEUM

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Using Core Competencies to Create New Businesses

THE BOTTOM LINE

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