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Thinking carefully about economics and business strategy can mean the difference between having great technology and having a great company. This lecture focuses on clearly defining your business model, including how you’re going to make money with your product or service. Case studies are used to test concepts against a specific business.
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Visit us at marsdd.com
BUSINESS MODEL CANVAS
ENTREPRENEURSHIP 101
MARK ZIMMERMAN
@MARKZIM
NOVEMBER 2014
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2014
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Who do you serve?
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What problems do you solve?
What jobs do you do?
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How do customers find you?
How do they buy?
How do you deliver?
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What type of relationships do you have?
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How do you get paid?
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What things mustyou do?
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What resources do you need to do them?
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Who else do you need to make your model work?
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What does it cost to operate the model?
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Social & environmental costs
Social & environmental benefits
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What?
Who?
Why?
How?
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1970 - Invented 1976 - Patented1986 - Launched
Sold as a complete solution, machines & coffee for a per cup price to restaurants and offices.
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1970 - Invented 1976 - Patented1986 - Launched1988 - Acknowledged
dud, Nestle considers shutdown.
Sold as a complete solution, machines & coffee for a per cup price to restaurants and offices.
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1989 - Jean Paul Gaillard named Commercial Director -“Pivots”
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Separate the machine from the coffee.
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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.
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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.
Sold online and over the phone direct to members of the Nespresso Club.
Delivered direct to consumers in 24 hours or less.
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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.
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~$3 billion in annual revenue
50 countries
30% CAGR over 10 years
12 million machines
20 billion capsules
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high end households
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Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengersby Alexander Osterwalder and Yves Pigneur
Running Lean: Iterate from Plan A to a Plan That Works by Ash Maurya
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And one more thing…
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Products & Services
Gain Creators
Pain Relievers
Customer Job(s)
Gains
Pains
Value proposition canvas.
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Visit us at marsdd.com
Thank you.
Mark Zimmerman@markzim
