On 26.02.11 there was the top game of two generations of Bundesliga football team business models. After the record-breaking season of Borussia Dortmund, with two wins against the "record champion" FC Bayern Munich, the resulting current 16 point lead 
- with only one-third budget - it was time to compare the concepts of success....

1. Business Models
in comparison:
not as
serious
Football Clubs of the German Bundesliga
vs.
FC Bayern Munich Borussia Dortmund
German Champion
2010/11 & 2011/12
Winner „German Classico“ 2012

2. vs.
On 26.02.11 there was the top game of two generations of
Bundesliga football team business models.
After the record-breaking season of Borussia Dortmund,
with two wins against the "record champion" FC Bayern
Munich, the resulting current 16 point lead
- with only one-third budget - it was time to compare the
concepts of success....

3. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
„Mir
san
m
ir“
(We
are
THE
BEST!
)
„At
least
two
+tles
n“
KEY
RESOURCES per
seaso CHANNELS
COST
STRUCTURE REVENUE
STREAMS

4. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
„Mir
san
m
ir“
(We
are
Fans
THE
BEST!
)
„At
least Football
Friends
two
+tles
n“
KEY
RESOURCES per
seaso CHANNELS
in-­‐crowd
Sponsors
COST
STRUCTURE REVENUE
STREAMS

5. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
„Mir
san
m
ir“
(We
are
Fans
THE
BEST!
)
„At
least Football
Friends
two
+tles
n“
KEY
RESOURCES per
seaso CHANNELS
Stadium in-­‐crowd
TV
Sponsors
COST
STRUCTURE REVENUE
STREAMS

6. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
„Mir
san
m
ir“
(We
are
Fans
THE
BEST!
)
„At
least Football
Friends
two
+tles
n“
KEY
RESOURCES per
seaso CHANNELS
Stadium in-­‐crowd
TV
Sponsors
COST
STRUCTURE REVENUE
STREAMS
V
Adm ission
&
T Sponsors ise
Rights hip M erchand

7. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
„Mir
san
m
ir“ Devo+on
(We
are
Fans
THE
BEST!
)
Envy
of
eter
nal
bridesmaid
„At
least Football
Friends
two
+tles
n“
KEY
RESOURCES per
seaso CHANNELS
Stadium in-­‐crowd
TV
Sponsors
COST
STRUCTURE REVENUE
STREAMS
V
Adm ission
&
T Sponsors ise
Rights hip M erchand

8. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
ers
Buy
best
play „Mir
san
m
ers ir“ Devo+on
of
the
oth (We
are
Fans
THE
BEST!
)
Envy
of
eter
nal
bridesmaid
„At
least Football
Friends
two
+tles
n“
KEY
RESOURCES per
seaso CHANNELS
Stadium in-­‐crowd
TV
Sponsors
COST
STRUCTURE REVENUE
STREAMS
V
Adm ission
&
T Sponsors ise
Rights hip M erchand

9. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
ers
Buy
best
play „Mir
san
m
ers ir“ Devo+on
of
the
oth (We
are
Fans
THE
BEST!
)
Envy
of
eter
nal
bridesmaid
„At
least Football
Friends
two
+tles
n“
KEY
RESOURCES per
seaso CHANNELS
rs in-­‐crowd
Supersta Stadium
Master
coac
h
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
Adm ission
&
T Sponsors ise
Rights hip M erchand

10. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
ers
Buy
best
play „Mir
san
m
ers ir“ Devo+on
of
the
oth (We
are
Fans
Athlete's THE
BEST!
)
Agent
Envy
of
eter
nal
bridesmaid
„At
least Football
Friends
two
+tles
n“
German
Footbal KEY
RESOURCES per
seaso CHANNELS
League
( l
DFL)
rs in-­‐crowd
Supersta Stadium
Master
coac
h
Media
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
Adm ission
&
T Sponsors ise
Rights hip M erchand

11. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
ers
Buy
best
play „Mir
san
m
ers ir“ Devo+on
of
the
oth (We
are
Fans
Athlete's THE
BEST!
)
Agent
Envy
of
eter
nal
bridesmaid
„At
least Football
Friends
two
+tles
n“
German
Footbal KEY
RESOURCES per
seaso CHANNELS
League
( l
DFL)
rs in-­‐crowd
Supersta Stadium
Master
coac
h
Media
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

12. Great and successful model, so what is the problem?

13. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
ers
Buy
best
play „Mir
san
m
ers ir“ Devo+on
of
the
oth (We
are
Fans
Athlete's THE
BEST!
)
Agent
Envy
of
eter
nal
bridesmaid
„At
least Football
Friends
two
+tles
n“
German
Footbal KEY
RESOURCES per
seaso CHANNELS
League
( l
DFL)
rs in-­‐crowd
Supersta Stadium
Master
coac
h
Media
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

14. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
Does not
ers
make friends,
Buy
best
play and„Mir
san
mir“
ers is Devo+on
of
the
oth (We
expensive inare
Fans
Athlete's T run!
the longHE
BEST!)
Agent
Envy
of
eter
nal
bridesmaid
„At
least Football
Friends
two
+tles
n“
German
Footbal KEY
RESOURCES per
seaso CHANNELS
League
( l
DFL)
rs in-­‐crowd
Supersta Stadium
Master
coac
h
Media
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

15. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
best
Find
the
„Mir
san
m
d
Devo+on
talent
an ir“
hem (We
are
Fans
develop
t THE
BEST!
Clever
)
Talent
Scouts
Envy
of
eter
nal
bridesmaid
„At
least Football
Friends
two
+tles
n“
German
Footbal KEY
RESOURCES per
seaso CHANNELS
League
( l
DFL)
rs in-­‐crowd
Supersta Stadium
Master
coac
h
Media
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

16. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
best
Find
the
„Mir
san
m
d
Devo+ n
talent
an ir“ Apears osilly
hem (We
are
Fans
develop
t THE
BEST!
when you
Clever
) fail.
Talent
Scouts
Envy
of
eter
nal
bridesmaid
„At
least Football
Friends
two
+tles
n“ Makes a bad mood
German
Footbal KEY
RESOURCES per
seaso CHANNELS
with the
League
( l
participants,
DFL)
because it is not
rs often machievable. in-­‐crowd
Supersta Stadiu
Master
coac And it's expensive,
h since new "master
Media coaches" TV
and even
more expensive
Sponsors
Stadium players are needed.
COST
STRUCTURE REVENUE
STREAMS
V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

17. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
best
Find
the
d
Devo+on
talent
an „We
are
hem Fans
develop
t Football!“
Clever
Talent
Scouts
Envy
of
eter
nal
bridesmaid
We
offer
Football
Friends
aQrac+ve
German KEY
RESOURCES aQacking
CHANNELS
Footbal
League
( l
Football
and
see
DFL) what
it
achieves
rs in-­‐crowd
Supersta Stadium
Master
coac
h
Media TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

18. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
best
Find
the
d
Devo+on
talent
an „We
are
hem Fans
develop
t Football!“
Clever
Talent
Scouts
Envy
of
eter
nal
bridesmaid
We
offer
Football
Friends
aQrac+ve
German KEY
RESOURCES aQacking
CHANNELS
Footbal
League
( l
Football
and
see
DFL) what
it
achieves
Makes it fun
rs in-­‐crowd
Supersta Stadium long
the
term?
Master
coac
h
Media
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

19. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
best
Find
the
d
Devo+on
talent
an „We
are
hem Fans
develop
t Football!“
Clever
Talent
Scouts
Ungrudging
ly
Acknowledg
ment
We
offer
Football
Friends
aQrac+ve
German KEY
RESOURCES aQacking
CHANNELS
Footbal
League
( l
Football
and
see
DFL) what
it
achieves
rs in-­‐crowd
Supersta Stadium
Master
coac
h
Media
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

20. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
best
Find
the
d
Devo+on
talent
an „We
are
hem Fans
develop
t Football!“
Clever
Talent
Scouts
Ungrudging
ly
Acknowledg
ment
We
offer
Football
Friends
aQrac+ve
German KEY
RESOURCES aQacking
CHANNELS
Footbal
League
( l
Football
and
see
DFL) what
it
achieves
rs in-­‐crowd
Supersta STheymdon‘t
tadiu
provide
Master
coac atmosphere
h in the
Media
stadium!
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

21. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
best
Find
the
d
Devo+on
talent
an „We
are
hem Fans
develop
t Football!“
Clever
Talent
Scouts
Ungrudging
ly
Acknowledg
ment
We
offer
Football
Friends
aQrac+ve
German KEY
RESOURCES aQacking
CHANNELS
Footbal
League
( l
Football
and
see
DFL) what
it
achieves
rs
Supersta Stadium
Master
coac
h
Media
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

22. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
best
Find
the
d
Devo+on
talent
an „We
are
hem Fans
develop
t Football!“
Clever
Talent
Scouts
Ungrudging
ly
Acknowledg
ment
We
offer
Football
Friends
aQrac+ve
German KEY
RESOURCES aQacking
CHANNELS
Footbal Theytball
and
see
League
( l
Foo are
DFL) capricious, eves
what
it
achi
sometimes fed,
rs
Supersta easily predictable Stadium
as an opponent
Master
coac
and if they are
h
Media absent, it's
stupid too! TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

23. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
best
Find
the
d
Devo+on
talent
an „We
are
hem Fans
develop
t Football!“
Clever
Talent
Scouts
Ungrudging
ly
Acknowledg
ment
We
offer
Football
Friends
aQrac+ve
German KEY
RESOURCES aQacking
CHANNELS
Footbal
League
( l
Football
and
see
DFL) what
it
achieves
+c
Enthusias
Stadium
talents
Master
coac
h
Media
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

24. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
best
Find
the
d
Devo+on
talent
an „We
are
hem Fans
develop
t Football!“
Clever
Talent
Scouts
Ungrudging
ly
Acknowledg
ment
We
offer
Football
Friends
aQrac+ve
German KEY
RESOURCES aQacking
CHANNELS
Footbal
League
( l
Football
and
see
DFL) what
it
achieves
+c
Enthusias
Stadium
talents
Master
coac
h Well...
Media
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

25. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
best
Find
the
d
Devo+on
talent
an „We
are
hem Fans
develop
t Football!“
Clever
Talent
Scouts
Ungrudging
ly
Acknowledg
ment
We
offer
Football
Friends
aQrac+ve
German KEY
RESOURCES aQacking
CHANNELS
Footbal
League
( l
Football
and
see
DFL) what
it
achieves
+c
Enthusias
Stadium
talents
True
expert
&
mo+vator
Media
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

26. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
best
Find
the
d
Devo+on
talent
an „We
are
hem Fans
develop
t Football!“
Clever
Talent
Scouts
Ungrudging
ly
Acknowledg
ment
We
offer
Football
Friends
aQrac+ve
German KEY
RESOURCES aQacking
CHANNELS
Footbal
League
( l
Football
and
see
DFL) what
it
achieves
+c
Enthusias
Stadium
talents
True
expert
&
mo+vator
Media
TV
Sponsors
Stadium
COST
STRUCTURE Capital-intensive. REVENUE
STREAMS
Doomed to
endless victories. V
High
Expensive
Star
Stadium
Adm ission
&
T Sponsors ise
ees Managemen hip erchand
tr ansfer
f Ensemble t Rights M

27. The business model of FC Bayern Munich
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
best
Find
the
d
Devo+on
talent
an „We
are
hem Fans
develop
t Football!“
Clever
Talent
Scouts
Ungrudging
ly
Acknowledg
ment
We
offer
Football
Friends
aQrac+ve
German KEY
RESOURCES aQacking
CHANNELS
Footbal
League
( l
Football
and
see
DFL) what
it
achieves
+c
Enthusias
Stadium
talents
True
expert
&
mo+vator
Media
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
g Salaries
of
a
Stadium
Adm ission
&
T Sponsors ise
Scou+n young
team Managemen Rights hip M erchand
t

28. The successful business model 2010/11
KEY
PARTNER KEY
ACTIVITIES VALUE
PROPOSITION CUSTOMER
RELATIONSHIP CUSTOMER
SEGMENTS
best
Find
the
d
Devo+on
talent
an „We
are
hem Fans
develop
t Football!“
Clever
Talent
Scouts
Ungrudging
ly
Acknowledg
ment
We
offer
Football
Friends
aQrac+ve
German KEY
RESOURCES aQacking
CHANNELS
Footbal
League
( l
Football
and
see
DFL) what
it
achieves
+c
Enthusias
Stadium
talents
True
expert
&
mo+vator
Media
TV
Sponsors
Stadium
COST
STRUCTURE REVENUE
STREAMS
V
g Salaries
of
a
Stadium
Adm ission
&
T Sponsors ise
Scou+n young
team Managemen Rights hip M erchand
t

29. Congratulations to the successful
business model 2010/11!
29

30. The Result:
German Football Champions 2010/11
German Football Champions 2010/12
„German Classico“ DFB Cup Winner 2012
Five consecutive wins against FC Bayern Munich

31. Business Model Canvas
for illustration
by
Alexander Osterwalder
www.businessmodelhub.com

32. You've made it this far.
Thanks for your attention and sharing!
Thorsten Faltings
Business Innovation & Development Consultant
Happy to help you through today's Business Revolution
Any Questions?
Twitter: @faltings
Email: faltings@ymail.com Featured as „Top
LinkedIn: http://de.linkedin.com/in/faltings Presentation of the Day“
Website: http://fa.ltings.de/ on SlideShare.net