humphreys understanding the marketplace, part two
TRANSCRIPT
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ITHAKA is a not-for-profit organization that helps the academiccommunity use digital technologies to preserve the scholarly record
and to advance research and teaching in sustainable ways.
JSTOR is a not-for-profit digital library of academic journals, books, and primary sources.
Ithaka S+R is a not-for-profit research and consulting service that helps academic, cultural, and publishing communities thrive in the digital environment.
Portico is a not-for-profit preservation service for digital publications, including electronic journals, books, and historical collections.
Artstor provides 2+ million high-quality images and digital asset management software to enhance scholarship and teaching.
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JSTOR Labs works with partner publishers, libraries and labs to create tools for researchers, teachers and students that are immediately useful – and a little bit magical.
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THE TROUBLEWITH WIDGETS
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The wordwidget is a placeholder name for an object or, more specifically, a mechanical or other manufactured device. It is an abstract unit of production.
https://en.wikipedia.org/wiki/Widget_(economics)
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WIDGETS OF CONTENT
• Neat, pre-defined packages of contentex. books, journals
• Publishers competed and libraries/users selected based on what was IN packages
• But it’s not so easy any more…
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The Business Model Canvas
designed by: Strategyzer AGThe makers of Business Model Generation and Strategyzer
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
strategyzer.com
Revenue Streams
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
ChannelsKey Resources
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The Business Model Canvas
designed by: Strategyzer AGThe makers of Business Model Generation and Strategyzer
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
strategyzer.com
Revenue Streams
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
ChannelsKey Resources
Great articles!
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The Business Model Canvas
designed by: Strategyzer AGThe makers of Business Model Generation and Strategyzer
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
strategyzer.com
Revenue Streams
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
ChannelsKey Resources
Great articles!
The contents of the containers are still important!
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The Business Model Canvas
designed by: Strategyzer AGThe makers of Business Model Generation and Strategyzer
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
strategyzer.com
Revenue Streams
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
ChannelsKey Resources
Great articles!
But pay attention here too, now:
Article Processing
Charges
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The Business Model Canvas
designed by: Strategyzer AGThe makers of Business Model Generation and Strategyzer
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
strategyzer.com
Revenue Streams
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
ChannelsKey Resources
Great articles!
And here:
The Big Deal
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YOU’RE NOT THE ONES SETTING YOUR USERS’ EXPECTATIONS
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THESE MAMMOTHS AREN’T *JUST* SETTING USERS’ EXPECTATIONS
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WHAT’S A [YOUR NAME HERE]TO DO?
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HORIZONS OF INNOVATION
Horizon 1 Horizons 2 & 3• Horizon 1 = core business
• Innovation usually seeks operational efficiencies
• You know the market, the product, etc.
• You can make reasonable predictions about both cost to develop and how market will react
• Horizons 2 & 3 = new products, new markets & new businesses
• “If you build it, they will come.”
• You don’t even know what “it” is
• Or who “they” are
Horizons framework:http://www.mcki nsey.com/business -functio ns/strategy-and-corporate-fi nance/o ur-i nsights /enduri ng-i deas -the-three-ho rizons-of-gro wth
http://blog.hypeinnovatio n.com/using-the-three-horizons -framework-for-innovation
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Q: If H2 and H3 are so uncertain, how do you find your way to a sustainable new product or business?
The Design Squiggle, by Damien Newman:http://cargocollective.com/central/The-D esign-Squiggle/
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A: Lots of short iterations + lots of user feedback = speeding up the learning cycle
Innovation isn’t one big “Eureka,”it’s a thousand little ones.
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REIMAGINING THEMONOGRAPHCan we improve the experience and value of long-form scholarship?
Aug-Sep: User Research
Oct: Workshop
Nov: Build Prototype
Dec: Release Paper/Prototype
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USER RESEARCH
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WORKSHOP
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PROTOTYPING
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labs.jstor.org/topicgraph
TOPICGRAPH
Understand at a glance the topics covered in a book. Jump straight to pages about topics you’re researching.
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REIMAGINING THE MONOGRAPHWhite paper describing the project, process and principles released as a draft for comment
labs.jstor.org/monograph
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www.jstor.org/analyze
AND ONE FOR GOOD MEASURE:Text Analyzer: Use your own document to search for articles and books.
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Thank you
Alex HumphreysDirector, JSTOR LabsITHAKA
http://[email protected]@ithaka.org
Further Reading
• The Lean Startup, Eric Ries
• Business Model Generation & Value Proposition Design, Osterwalder et al.
• Marty Cagan’s Blog: svpg.com/articles
• Running Lean & Scaling Lean, Ash Maurya
• Sprint, Knapp, Zeratsky, & Kowitz
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APPENDIX (OPEN IN CASE OF NO INTERNET CONNECTION)
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