You can design your business. Key-note at Amsterdam Dance Event 2015 Amsterdam. New Tools, Skills and Mindset.

1. DESIGN YOUR BUSINESS
REMIX YOUR BUSINESS!
PATRICK VAN DER PIJL// AMSTERDAM, OCTOBER 16TH 2015

2. THREE KINDS OF FIT
PRODUCT SOLUTION FIT
HOME
MARKET SOLUTION FIT
@ THE EV ENT
BUSINESS MODEL FIT
BE TH E E VE NT

3. YOU CAN
DESIGN
BUSINESS

4. NEW TOOLS "
NEW SKILLS
NEW MINDSET

6. STUFF THAT "
DOESN’T WORK

9. STUFF THAT "
DOES WORK

12. INTRODUCTION

16. WE WANTED TO
DISRUPT THE
PUBLISHING
INDUSTRY

19. USD
24

20. USD
36

21. USD
54

22. USD
81

23. USD
243

24. OVER 1 MILION SOLD
30 TRANSLATIONS

26. MOST ADDED
VALUE IN
VALUE PROPOSITION
DESIGN

27. PUBLISHED
IN OCTOBER

28. WHY IS
BUSINESS MODELING
SO POPULAR?

31. DISRUPT BEFORE
WE ARE
DISRUPTED

32. UNFORESEEN
TURBULANCE IS A
CONSTANT FEATURE
IN OUR WORLD
Source:
Moments
of
Impact

33. VUCA WORLD: VOLATILITY,
UNCERTAINTY, COMPLEXITY,
AND AMBIGUITY
Source:
Moments
of
Impact

34. Source:
Moments
of
Impact
LIKE AN AMUSEMENT PARK:
FULL OF THRILLING RIDES.
NOT ALL OF THEM ARE FUN…

35. THE WORLD HAS
CHANGED

36. IN PUBLISHING

39. IN TRAVELING

42. IN PRODUCTION

43. FROM THIS…

44. TO TECHSHOP.

45. IN PUBLIC
TRANSPORT

46. FROM THIS…

47. TO UBER.

48. IN OWNERSHIP

49. FROM THIS…

50. TO BMW DRIVENOW.

51. IN RETAIL

52. FROM THIS…

53. TO AMAZON…

54. IN MUSIC

55. FROM THIS…

56. TO STREAMING

57. THE RULES OF
BUSINESS HAVE
CHANGED.

58. ONE SINGLE
QUESTION

59. WHERE IS
VALUE
CREATED?

60. NEW TOOLS "
NEW SKILLS
NEW MINDSET

61. THE BUSINESS
MODEL CANVAS

62. A BUSINESS MODEL
DESCRIBES THE RATIONALE
OF HOW AN ORGANIZATION
CREATES, DELIVERS AND
CAPTURES VALUE.

63. CUSTOMER SEGMENTS
1

64. VALUE PROPOSITION
2

65. CHANNELS
3

66. CUSTOMER RELATIONSHIPS
4

67. REVENUE STREAMS
5

68. KEY RESOURCES
6

69. KEY ACTIVITIES
7

70. KEY PARTNERS
8

71. COST STRUCTURE
9

72. CUSTOMER SEGMENTSKEY PARTNERS
COST STRUCTURE REVENUE STREAMSCHANNELS
CUSTOMER RELATIONSHIPS
KEY RESOURCES
VALUE PROPOSITIONSKEY ACTIVITIES

73. © www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Key
resources
Cost
structure
Revenue
streams
Channels
Business Model Canvas

76. “WE’RE GOING TO PROVIDE
MUSIC TO EVERYONE (ANY
TIME, ANY PLACE) IN A LEGAL
WAY”

79. © www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Key
resources
Cost
structure
Revenue
streams
Channels
Business Model Spotify
(Free)
streaming
music
Pla9orm
developm.
&
maintenance
Licensing
agreements
So?ware
and
network
engineers
Rightholders
(labels
and
publishers)
AdverFsers
Internet
+
PC
Free
SubscripFon
fees
Ad
fees
RoyalFes
to
rightholders
Salaries
Bandwith
cost
Automated
online
relaFonship
Global
music
fans
AdverFsing
Pla9orm
and
brand
Bandwith
costs

80. © www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Key
resources
Cost
structure
Revenue
streams
Channels
Business Model Spotify
(Free)
streaming
music
Pla9orm
developm.
&
maintenance
Licensing
agreements
So?ware
and
network
engineers
Rightholders
(labels
and
publishers)
AdverFsers
Internet
+
PC
Ad
fees
SubscripFon
fees
Daypass
RoyalFes
to
rightholders
Salaries
Bandwith
costs
Automated
online
relaFonship
Global
music
fans
AdverFsing
Pla9orm
and
brand
Free
“Free
drives
paid”
Streaming
services
Access
to
music
RoyalFes
A
legal
way
Two
parFes
One
funding
the
other

82. STEVE BLANK

83. Do we solve a true pain of a
customer?
PROPOSITION

84. THREE KINDS OF FIT
PRODUCT SOLUTION FIT
HOME
MARKET SOLUTION FIT
@ THE EV ENT
BUSINESS MODEL FIT
BE TH E E VE NT

85. IDEAS ARE FREE

86. WHAT
PROBLEM
DO YOU
SOLVE?

87. SHOW ME
THE MONEY!

91. Build serious business, man!
SCALE

92. THREE KINDS OF FIT
PRODUCT SOLUTION FIT
HOME
MARKET SOLUTION FIT
@ THE EV ENT
BUSINESS MODEL FIT
BE TH E E VE NT

93. FROM THIS…

94. TO THIS!

95. Let’s go!
THE BUSINESS
MODEL

96. THREE KINDS OF FIT
PRODUCT SOLUTION FIT
HOME
MARKET SOLUTION FIT
@ THE EV ENT
BUSINESS MODEL FIT
BE TH E E VE NT

97. WHAT’S YOUR VISION?

98. CUSTOMER SEGMENTSKEY PARTNERS
COST STRUCTURE REVENUE STREAMSCHANNELS
CUSTOMER RELATIONSHIPS
KEY RESOURCES
VALUE PROPOSITIONSKEY ACTIVITIES

99. QUESTION
How do start-ups use the
business model canvas
and value proposition
canvas?

100. A START-UP

101. ONETAB AUSTRALIA

102. MEET SCOTT

103. NEVER WON A FIGHT…

104. THEIR IDEA WAS…

105. TO MAKE SERIOUS MONEY

106. WITH AN APP

107. WATCH OUT FOR
PIVOTS

108. AN IDEA"
HAS
ZERO VALUE

109. WHY?

110. BECAUSE HE "
HAD A BIG PAIN

111. YOU HAVE DRINKS WITH
YOUR FRIENDS

112. AND WHEN YOU ARE
DONE…

113. YOU WANT TO LEAVE

114. BUT THE PUB STARTED
FILLING UP…

115. SO THIS WAS HIS IDEA

117. PAY AT THE BAR WITH AN APP

119. SO WHERE TO
START?

120. QUESTION
Where would you start?
What would be your next step?

122. WHO IS MY CUSTOMER?

123. WHAT IS "
HIS/HER PAIN?

124. VALUE PROPOSITION CANVAS DRINKER
GAINS
PAINS
JOB?
WAITING IN LINE
AT THE BAR
LOSE YOUR
CREDIT CARD
PAY YOUR
BILL WHEN
YOU WANT
SMOOTH AND EASY
TRANSPORT

125. DISCOVER "
YOUR CUSTOMER

126. EXACTLY!

127. THEY VISITED "
40 PUBS

128. AND FOUND THE"
TOP 4 PAINS

129. 1. BAD SERVICE"
2. BILL SETTLEMENT"
3. CARD LOST"
4. TRANSPORT

130. SO WHAT "
IS NEXT?

131. BACK TO OUR SKETCH
VALUE PROPOSITION DESIGNER
DRINKER GAINS
PAINSPAINS
KILLERS
GAIN
CREATORS
JOB?
PRODUCTS&SERVICES
WAITING IN LINE
AT THE BAR
LOSE YOUR
CREDIT CARD
PAY YOUR
BILL WHEN
YOU WANT
SMOOTH AND EASY
TRANSPORT
COOL APP
NO MORE WAITING LINES
PRE PAID BY CARD
YOU COME AND YOU GO!
FASTER SERVICES

132. WATCH OUT!

133. `
FEATURITIS!

134. "
YOU NEED TO FIND"
THE MINIMUM VIABLE
PRODUCT

135. SO WHAT "
IS NEXT?

136. IT IS NOT ABOUT"
THE PRODUCT

137. IT IS NOT ABOUT"
THE SERVICE

138. "
IT IS ABOUT THE
BUSINESS MODEL,
STUPID!

139. QUESTION
What would the business model
options look like for Onetab?
Think about 3 different business model
options for Onetab.

140. WHAT DOES THE"
#1st BUSINESS MODEL"
LOOK LIKE?

141. © www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Key
resources
Cost
structure
Revenue
streams
Channels
Business Model Onetab #1
Develop
&
maintain
app
Drinkers
App
stores
App
download
fees
People
App
developm.
Social
media
Really
cool
app
for
buying
drinks
Dev
Team

142. WHAT IS OUR"
KEY ASSUMPTION
HERE?

143. DRINKERS WANT"
TO PAY 99c FOR AN
APP TO BUY BEERS

146. WHAT THEY
LEARNED…

148. CREDITCARD
HANDLING
IS
A
PAIN
IN
THE
ASS!

149. THEY MAKE LIFE
EASIER FOR BOTH

150. WHAT DOES IT"
LOOK LIKE?

151. GAINS
PAINS
JOB?
CASH IN MY BAR
CREDIT CARDS
ARE FORGOTTEN
CREATE A NICE
EXPERIENCE
FOR DRINKERS
SPEED UP ORDER PROCESS
MORE SALES
UNPAID TABS
ATM IN
THE PUB
VALUE PROPOSITION CANVAS
VENUES

152. WE NEED TO DESIGN"
A VALUE PROPOSITION
FOR VENUES TOO

153. BACK TO OUR SKETCH
VALUE PROPOSITION DESIGNER
VENUES GAINS
PAINSPAINS
KILLERS
GAIN
CREATORS
JOB?
PRODUCTS&SERVICES
COOL APP
NEW PAYMENT METHOD
NO MORE CREDIT CARDS
MORE CUSTOMERS
INCREASE PRODUCTIVITY
MORE PAYMENT OPTIONS
CASH IN MY BAR
CREDIT CARDS
ARE FORGOTTEN
CREATE A NICE
EXPERIENCE
FOR DRINKERS
SPEED UP ORDER PROCESS
MORE SALES
UNPAID TABS
ATM IN
THE PUB
NO RECONCILIATION OF TILLS
NO TEMPTATION
INTEGRATED
WITH POS
BEST SUPPORT

154. WHAT DOES THE"
NEXT BUSINESS MODEL"
LOOK LIKE?

155. © www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Key
resources
Cost
structure
Revenue
streams
Channels
Business Model Onetab #2
Develop
customer
base
Drinkers
App
stores
Pay
per
use
People
App
developm.
Social
Media
Keep
the
night
moving,
no
worries
about
paying
Marketeers
&
Dev
Team
ONE
TAB
APP
Faster
order
process
&
more
sales
Staff
Free
App
store
fees
POS
so?ware
provider
(H&L
Australia)
Develop
&
maintain
app

156. BUT WHAT ABOUT
DISTRIBUTION?

157. © www.businessmodelgeneration.com
Key
partners
Key
activities
Value
proposition
Customer
relationship
Customer
segments
Key
resources
Cost
structure
Revenue
streams
Channels
Business Model Onetab #3
Develop
customer
base
Drinkers
App
stores
Pay
per
use
People
App
developm.
Social
Media
Keep
the
night
moving,
no
worries
about
paying
Marketeers
&
Dev
Team
ONE
TAB
APP
Faster
order
process
&
more
sales
Staff
TransacFon
Margin
App
store
fees
POS
so?ware
provider
(H&L
Australia)
Develop
&
maintain
app
Free
POS
so?ware
provider
(H&L
Australia)

158. WHAT DOES THEIR"
NEXT BEST MODEL"
LOOK LIKE?

159. POWER OF DATA.
“IN GOD WE TRUST. FOR EVERYTHING"
ELSE THERE’S DATA.”

160. `
SECURED INVESTMENT

162. `
CELEBRATION!

163. TO SUMMARIZE

164. FIND"
REAL PAIN

165. SOLVE PROBLEMS"
FOR MANY

166. GET YOUR
BUSINESS MODEL
RIGHT!

167. THREE KINDS OF FIT
PRODUCT SOLUTION FIT
HOME
MARKET SOLUTION FIT
@ THE EV ENT
BUSINESS MODEL FIT
BE TH E E VE NT

168. PATRICK
VAN DER PIJL
CEO Business Models Inc.
Producer Business Model
Generation
Patrick helps corporates
and start-ups to design
better business. He has
worked with more than
300 companies on
business model innovation.
patrick@businessmodelsinc.com

169. Thank
you!
Business Models Inc.
USA, Europe, Asia
Pacific
MediArena 11, 1099 CZ
Amsterdam
THE NETHERLANDS