lean business model workshop - jim moran college of ...€¦ · business model canvas! the what...
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“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global EntrepreneurshipThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Lean Business Model Michael Campbell
Director, North Florida OutreachThe Jim Moran Institute for Global Entrepreneurship
College of Business, Florida State University
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Some Starting Points
� Let’s agree on some terms� The POVS model
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Innovation and Commerce
� Innovation: The act or process of developing new ideas, devices, or methods.
� Commerce: The act or process of trading amongst economic agents. Generally, commerce refers to the exchange of goods, services or something of value, between two entities.
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
The Essence of Entrepreneurship
� P = Problem Identification� O = Opportunity Recognition� V = Venture Creation� S = Sustaining the Venture
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Lean Business Model
� Perfect is the enemy of possible� Get out and initiate contact with the
customer� Pivot� Move on test results
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Business Model Canvas
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Business Model Canvas
� The What (Mission)ü The value proposition of what is offered to the market;
� The Who (Key Stakeholders)ü The segment(s) of clients that are addressed by the value proposition;ü The communication and distribution channels to reach clients and offer them the
value proposition;ü The relationships established with clients;
� The How (Core Competencies) ü The key resources needed to make the business model possible;ü The key activities necessary to implement the business model;ü The key partners and their motivations to participate in the business model;
� The Fuel (Lifeblood)ü The revenue streams generated by the business model (constituting the revenue model);ü The cost structure resulting from the business model.
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Value Proposition (VP) – The What AKA (The Mission)
� What customer problems does the value proposition solve or which customer need is it serving?
� What features accomplish this?ü What is the bundle of products or services that creates
value for a specific customer segment?ü Is it something new?ü Does it deliver improved performance (faster, better,
cheaper)?ü Is it a custom product or service?
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Value Proposition
� What is the problem (not a symptom)?ü “3 whys”
vWhy is it a problem?vWhy does the situation exist that allows the
problem to occur?vWhy does that situation lead to the original
problem?
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Value Proposition
� What is the solution?ü How does the value proposition compare to the
next best alternative?ü Is your solution better, faster or cheaper?ü If not, then why would anyone choose it?
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Business Model Canvas
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Customer Segments (CS)
� For who are you solving a problem or fulfilling a need?
� Does your value proposition match their needs? ü Mass Market (no distinction between customers)?ü Niche Market (custom production, service)?ü Segmented (medical, aviation, consumer)?ü Multi-sided (credit cards, real estate)?
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Customer Channels (CH)
� How will your customers find out about your value proposition?ü Advertising?ü Word of mouth?
� How will you deliver your solution to your customers?ü Retail stores?ü Delivery?
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Customer Relationships (CR)
� How will you attract and retain customers?ü Customer acquisition?ü Customer Retention?ü Increasing customer sales?
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Business Model Canvas
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Key Resources (KR)
� What do you need to make the business model possible?ü Physical assets?ü Intellectual assets ü Human capital (valuable, rare, inimitable)?ü Financial capital (cash, lines of credit, loan,
grants, investors)?
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Key Activities (KA)
� What are the most important things you must do to make the business model work?ü Design?ü Production?ü Continuous (process/product) improvement?
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Key Partners (KP)
� Which external organizations are critical to the success of your business model?ü Suppliers, Property ownerü Strategic alliances (risk diffusion)ü Vertical/horizontal integration?ü Skin in the game
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Business Model Canvas
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Finances
� Revenues?ü Sales? Merchandising?
� Costs?ü Fixed vs. Variable?ü Facility, Equipment, Utilities, Labor, Production,
Marketing
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Revenue Streams (R$)
� The cash flow generated by the business model. Will it be transaction revenue (one-time customer payment) or recurring revenue (on-going payments)?ü Asset sale (transfer of ownership)?ü Usage fee (based on consumption)?ü Subscription fee?ü Lending, renting, leasing?ü Licensing?
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Cost Structure (C$)
� What are all the costs associated with operating the business model?ü Fixed costs (volume independent)?ü Variable costs (proportionate to volume)?ü Economies of scale (greater return on fixed
costs)?ü Economies of scope (multiple products)?
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Cost Structure (C$)
� The costs associated will be mostly variable and relatively proportionate to production.
� How will this hypothesis be tested?
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Business Model Canvas
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Lean Business Model
� Incorporate in your decision process
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Implementation Strategy
� Modeling assists in business development - Targeting� Model potential customers� Use to inform us as to what employees hire� Modeling can turn into action� Model can be used for business planning� What if the value proposition does not match the
mission? � What if the value proposition is not consistent with the
vision?
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
Lean Business Model
� Real life Examples:ü New Product – Wood shavingsü Employee – Adding Sales Associateü Banking – Line of Credit
“The future belongs to those who prepare for it.” ~ Jim MoranThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global EntrepreneurshipThe Jim Moran Institute Proprietary and Confidential© 2016 The Jim Moran Institute for Global Entrepreneurship
The Jim Moran Institute for Global Entrepreneurship
Questions?Mike Campbell
Director, North Florida Outreach The Jim Moran Institute for Global Entrepreneurship
College of Business, Florida State University