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Inline analysis, part 2 (Business Model Generation Ch 1)
Inline analysis, part 2 (Business Model Generation Ch 1)
Recap today – 15 min, group 1
Recap today – 15 min, group 1
Recap next time – 15 min, group 2
Recap next time – 15 min, group 2
Todays learning goals
Todays learning goals
Todays agenda
Todays agenda
Inline analysis, part 2 (Business Model Generation Ch 1)
Inline analysis, part 2 (Business Model Generation Ch 1)
Business Model – the 9 Building Blocks
Business Model – the 9 Building Blocks
3. Channels (BMG p 26-27):
3. Channels (BMG p 26-27):
3. Channels = customer interface: Communications, distribution and
3. Channels = customer interface: Communications, distribution and
Business Model – the 9 Building Blocks
Business Model – the 9 Building Blocks
?
?
Types of customer relationships
Types of customer relationships
Business Model – the 9 Building Blocks
Business Model – the 9 Building Blocks
Revenue streams
Revenue streams
4. Revenue streams
4. Revenue streams
4. Revenue streams
4. Revenue streams
When there are several revenue streams:
When there are several revenue streams:
Todays agenda
Todays agenda
Goals (+ideas on where to find them)
Goals (+ideas on where to find them)
Todays agenda
Todays agenda
Business Model – the 9 Building Blocks
Business Model – the 9 Building Blocks
6. Key resources (BMG p 34-35)
6. Key resources (BMG p 34-35)
Business Model – the 9 Building Blocks
Business Model – the 9 Building Blocks
7. Key activities
7. Key activities
Business Model – the 9 Building Blocks
Business Model – the 9 Building Blocks
8. Key partnerships: Types and motivations
8. Key partnerships: Types and motivations
Business Model – the 9 Building Blocks
Business Model – the 9 Building Blocks
9. Cost structure (p40-41)
9. Cost structure (p40-41)
Costs - sources
Costs - sources
Todays agenda
Todays agenda
Service
Service
32
32
Phase
Phase
DATE: 26/10
DATE: 26/10
Canvas – first draft, based on secon-dary data
Canvas – first draft, based on secon-dary data
External environment
External environment
In-line phase: Activities B
In-line phase: Activities B

Презентация: «Apple осень 2013». Автор: Elisabeth Broe Christensen. Файл: «Apple осень 2013.ppt». Размер zip-архива: 1211 КБ.

Apple осень 2013

содержание презентации «Apple осень 2013.ppt»
СлайдТекст
1 Inline analysis, part 2 (Business Model Generation Ch 1)

Inline analysis, part 2 (Business Model Generation Ch 1)

06-09-2013 Elisabeth Broe Christensen

2 Recap today – 15 min, group 1

Recap today – 15 min, group 1

Sune Andreas Dybro Debel Jacob Stenum Czepluch Anders Brorup J?rgensen Jakob Bang Helvind Daniel James Hommel Varab

30-08-2013/Elisabeth Broe Christensen

3 Recap next time – 15 min, group 2

Recap next time – 15 min, group 2

Ellen Engdahl Martin R?nning Bech Morten Roed Mikkel Larsen Jens Egholm Christoffer Stougaard Pedersen

06-09-2013/Elisabeth Broe Christensen

4 Todays learning goals

Todays learning goals

Understand block 3-9 of the Business Model Canvas Understand what company goals are and how they differ from and relate to your project goals. Be able to look for and use available information to gain insight into aspects of a company’s business model and goals and Be able to ask a company relevant questions to verify/discover it’s Business Model and Goals and understand the answers.

06-09-2013/Elisabeth Broe Christensen

4

5 Todays agenda

Todays agenda

Recap by Group 1 Business Model Canvas, part 2: BMG ch 1 Business goals (+ideas on where to find them) Business Model Canvas, part 3: BMG ch 1 Service ? : A suggested timeline for your project.

06-09-2013/Elisabeth Broe Christensen

6 Inline analysis, part 2 (Business Model Generation Ch 1)
7 Business Model – the 9 Building Blocks

Business Model – the 9 Building Blocks

1. Customer Segments

8 3. Channels (BMG p 26-27):

3. Channels (BMG p 26-27):

‘The channels building block describes: how a company communicates with and reaches its Customer Segments to deliver a Value Proposition’

8

9 3. Channels = customer interface: Communications, distribution and

3. Channels = customer interface: Communications, distribution and

sales

Channel functions: Raise awareness among customers Help customers evaluate Allow customers to purchase Deliver value propostion Provide post-purchase support

Examples, please?

06-09-2013/Elisabeth Broe Christensen

9

10 Business Model – the 9 Building Blocks

Business Model – the 9 Building Blocks

1. Customer Segments

11 ?

?

4. Customer Relationships

‘The types of relationships a company establishes with specific customer segments.’ Personal Automated Driven by Customer acquisition Customer retention Boosting sales upselling/cross selling Resources required compared to benefits obtained And of course by what customers prefer!!!!!

06-09-2013/Elisabeth Broe Christensen

11

12 Types of customer relationships

Types of customer relationships

Personal assistance Dedicated personal assistance Self-service Automated service Communities Co-creation

Examples, please? 2 min alone, to find an example on each of the two types you are assigned

06-09-2013/Elisabeth Broe Christensen

12

13 Business Model – the 9 Building Blocks

Business Model – the 9 Building Blocks

1. Customer Segments

14 Revenue streams

Revenue streams

Mini exercise, IKEA: Write down 2-3 IKEA revenue streams (alone, 2 min) Share it with the person next to you. Discuss which of the revenue streams is most important to IKEA.

The simple cases: Each customer segment is offered a value proposition which it pays a fixed price for: Revenue = ? (price * number of buys) all segments In general it is all the money an organization gets - from customers, sponsors, donors etc. etc.

06-09-2013/Elisabeth Broe Christensen

14

15 4. Revenue streams

4. Revenue streams

Two types: One-off payment Recurring payment – e.g. recurring delivery or post-purchase support

Why do we care - what difference does it make to the company if it’s one-off or recurring?

06-09-2013/Elisabeth Broe Christensen

15

16 4. Revenue streams

4. Revenue streams

Which are one-off or and which are recurring?

Different ways to generate revenue – e.g.: Sell a physical product Usage fee Subscription fee Lending/renting/leasing Licensing Brokerage fees Advertising

06-09-2013/Elisabeth Broe Christensen

16

17 When there are several revenue streams:

When there are several revenue streams:

Important: Size and relative importance of each? Profitability of each? Examples: Apple: Hardware + music & apps via iTunes IBM: Different IT-products and services Distributor selling 100+ products from different manufacturers

06-09-2013/Elisabeth Broe Christensen

17

18 Todays agenda

Todays agenda

Recap by Group 1 Business Model Canvas, part 2: BMG ch 1 Business goals (+ideas on where to find them) Business Model Canvas, part 3: BMG ch 1 Service ? : A suggested timeline for your project.

06-09-2013/Elisabeth Broe Christensen

19 Goals (+ideas on where to find them)

Goals (+ideas on where to find them)

What are ITUs key goals, please? Yours? Why is it important to know?

Company’s short and long term goals. Where? – good places to look for it: Commercial companies: Annual report and/or profile brochure - example: http://report2011.novozymes.com/ Public and non-profit, DK: Resultatkontrakter – example: http://itu.dk/da/Om-IT-Universitetet/Organisation_tal_og_fakta/Tal_og_fakta/Udviklingskontrakter

20 Todays agenda

Todays agenda

Recap by Group 1 Business Model Canvas, part 2: BMG ch 1 Business goals (+ideas on where to find them) Business Model Canvas, part 3: BMG ch 1 Service ? : A suggested timeline for your project.

06-09-2013/Elisabeth Broe Christensen

21 Business Model – the 9 Building Blocks

Business Model – the 9 Building Blocks

1. Customer Segments

22 6. Key resources (BMG p 34-35)

6. Key resources (BMG p 34-35)

What are ITUs key resources, please? IKEA’s? Yours?

‘The most important assets to make a business model work’, i.e. to Create and offer value proposition Reach markets Maintain relationships with customer segments Earn revenues Can be physical, financial, intellectual or human. Can be owned, leased or acquired from key partners.

06-09-2013/Elisabeth Broe Christensen

22

23 Business Model – the 9 Building Blocks

Business Model – the 9 Building Blocks

1. Customer Segments

24 7. Key activities

7. Key activities

What are ITUs key activities, please? IKEA’s?

‘The most important things a company must do to make a business model work’, i.e. to Create and offer value proposition Reach markets Maintain relationships with customer segments Earn revenues Like key resources, key activities differ depending on business model type. See BMG chapter 2: ‘Patterns’ for some examples.

06-09-2013/Elisabeth Broe Christensen

24

25 Business Model – the 9 Building Blocks

Business Model – the 9 Building Blocks

1. Customer Segments

26 8. Key partnerships: Types and motivations

8. Key partnerships: Types and motivations

Examples, please?

Types: Strategic alliance – non-competitors Coopetition Joint venture to develop new business Buyer-supplier relationship Motivations: Optimization/economy of scale Reduction of risk & uncertainty Acquisition of particular resources or activities

06-09-2013/Elisabeth Broe Christensen

26

27 Business Model – the 9 Building Blocks

Business Model – the 9 Building Blocks

1. Customer Segments

28 9. Cost structure (p40-41)

9. Cost structure (p40-41)

What are ITUs main costs, please? IKEA’s? Yours? Why is it important to know?

‘Most important costs incurred when operating under a particular business model’ Always to be minimized, but more important to some than to others: Two classes og business models: Cost-driven Value-driven Cost characteristics: Fixed/variable Economies of scale/scope

06-09-2013/Elisabeth Broe Christensen

28

29 Costs - sources

Costs - sources

Where would you look in order to find info on a company’s costs and their relative importance?

06-09-2013/Elisabeth Broe Christensen

29

30 Todays agenda

Todays agenda

Recap by Group 1 Business Model Canvas, part 2: BMG ch 1 Business goals (+ideas on where to find them) Business Model Canvas, part 3: BMG ch 1 Service ? : A suggested timeline for your project.

06-09-2013/Elisabeth Broe Christensen

31 Service

Service

: A suggested timeline for your project

Using baseline planning (B?dker et al. sec 9.1)

05-09-2012/Elisabeth Broe Christensen

32 32

32

33 Phase

Phase

Focus

Results - decisions

Initiation phase

Scope: Time table, content, participants

Project charter + plan

In-Line Analysis

Align project goals w. business & IT strategies

Strategic alignment report + Choice of work domains to examine

In-Depth Analysis

Work practices in selected domains

Work practice descrip-tions – prioritized goals to be met and IT support to be specified

Innovation – vision development

Coherent vision: IT systems + work org., qualifications & plan

Visions to be realized & how + mock ups

33

31-08-2012/Elisabeth Broe Christensen Source: B?dker et al p 22

34 DATE: 26/10

DATE: 26/10

DATE: 20/11

DATE: 27/9

DATE: 30/8

DATE: 29/11

34

35 Canvas – first draft, based on secon-dary data

Canvas – first draft, based on secon-dary data

Canvas: first full version verified with firm

DATE: 26/10

DATE: 20/11

DATE: 27/9

DATE: 30/8

DATE: 29/11

35

36 External environment

External environment

Next time: Wednesday 11/9

37 In-line phase: Activities B

In-line phase: Activities B

dker et al p128-133 + Business Model Generation

Analyzing the business strategy Business model (Canvas) Analyzing the environment Competitors External stake holders Trends (incl. Technology) Analyzing the IT Strategy (Innovative Technology) Identifying the project’s work domains Writing a report

37

06-09-2013/Elisabeth Broe Christensen

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