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Careful consideration of economics and business strategy can make the difference between simply having a great technology and building a great company. This lecture focuses on clearly defining your business model and how you propose to make money with your product or service. Case studies will be used to test concepts against a specific business.
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E101
@markzim
Business
Model
Canvas
Mark Zimmerman
Who do you serve?
What problem do you solve?
What job do you do?
How do customers find you?
How do you deliver?
How do they buy?
What type of relationships do you
have?
How do you get paid?
What things do you do? must
What resources do you need to do them?
Who else do you need to make your model
work? need
What does it cost to operate the model?
Who?
What?
How?
Why?
Who?
What?
How?
Why?
1970 - Invented
1976 - Patented
1986 - Launched
Sold as a complete solution, machines & coffee for a per cup price to restaurants and offices.
1970 - Invented
1976 - Patented
1986 - Launched
Sold as a complete solution, machines & coffee for a per cup price to restaurants and offices.
1988 - Acknowledged dud, Nestle considers shutdown.
1970 - Invented
1976 - Patented
1986 - Launched
Sold as a complete solution, machines & coffee for a per cup price to restaurants and offices.
1988 - Acknowledged dud, Nestle considers shutdown.
1989 - Jean Paul Gaillard named Commercial Director. - “Pivots”
Separate the machine from the coffee.
Made and serviced by 3rd parties.Sold through independent retail stores. Manufacturers handle delivery and stocking. Nespresso handles sales training.
Made and serviced by 3rd parties.Sold through independent retail stores. Manufacturers handle delivery and stocking. Nespresso handles sales training.
Sold online and over the phone direct to members of the Nespresso Club.
Delivered direct to consumers in 24 hours or less.
As market matured Nespresso added their own brand machines made by an OEM.
Added it’s own retail boutiques to further control the sales message.
Created Nespresso Pro channel to serve the office market.
Nes
pres
so
high end household
s
member high end
restaurant quality
espresso at home
Coffee
machine
makers
marketing
distribtution & sales
manufacturing
capsule sales hardware sales
retail
nespresso.com
nespresso boutiques
call centre production
plants
distribution
patents brand
production
mar
ketin
g logistics
Nes
pres
so
Running Lean
Ash Maurya
Business Model Generation
Alexander Osterwalder & Yves Pigneur
Thank You.
@markzim Mark Zimmerman
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