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FORRETNINGSMODELLEN
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§ Velkommen
§ Forretningsmodel – definitioner
§ Den investor- og exit venlige forretningsmodel
§ Test og implementering: Brug lean startup principper
§ Case eksempler
Agenda
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§ Wikipedia …how an organisation creates, delivers and captures value
§ Investorwords …the operations of a business including the components of the business, the functions of the business, and the revenues and expenses it generates.”
§ Investopedia …the plan implemented by a company to generate revenue and make a profit from operations. The model includes the components and functions of the business, as well as the revenues it generates and the expenses it incurs.”
§ Financial Times …the method by which a company tries to capture value from its business…such as how it makes, distributes, prices or advertises its products.”
Forretningsmodellen – kært barn har mange definitioner
Kilde: Business Model Excellence, Søren Laungaard
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Ordet forretningsmodel anvendes oftest om indtægtskilderne
1. Single purchase2. Subscription3. License fees4. Freemium model5. Premium6. In-app purchases7. Pay-what-you-want8. Tip jar/donation9. Pay-per-use10.Pay-as-you-go
11.Advertisement12.Referral fee13.Get-one-give-one14.Franchise15.Commission-based16.Auction17.Razor and blade18.Crowdfunding19.Open source20.No frills model
https://www.boardofinnovation.com/business-revenue-model-examples/
Upfront Direct sales to customer or business. All revenue upfront
Et par klassiske indtægtsmodeller
Commission Market makers provide platform and make a percentage of each sale
Hosting/Storage Fees Platform as a service (PAAS) provides uniform product
Affiliate CommissionClick---through from your site resulting in sale on other site earns you% sale
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§ …selv de smukkeste indtægtskilder er ligegyldige, hvis fundamentet ikke er stærkt
§ F.eks.Ø Vi ejer ikke heeeelt rettighederne til
teknologien eller har ikke en håndfast og langsigtet aftale om anvendelse af IP
Ø Vi betaler solide royalties for hvert salg
Ø Vores samlede ”cost of goods sold” er tårnhøj og kan ikke reduceres
Ø Leverance-apparatet hviler på 1-2 personers livserfaring – og intet er dokumenteret
…men hvad med fundamentet?
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En beskrivelse af virksomhedens
…indtægtsstruktur og omkostningsstruktur
…samt flowet af services/produkter
Så derfor: Keystones’ foretrukne definition
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En fremragende værktøjskasse: Boardofinnovation.com
XYZ
XYZ
XYZ
Hvilken virksomhed passer denne forretningsmodel på?
XYZ
XYZ
XYZ
Hvilken virksomhed passer denne forretningsmodel på?
XYZ
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§ Virksomhedens value proposition er bygget på et stærkt fundamentØ Leverandørvalg
Ø Rettigheder
Ø Skalering af maskinrummet
Ø Omkostningsstruktur: Kan COGS ganges med 5 op til slutbruger prisen?
§ Indtægtsmodellen udnytter potentialet bedst muligtØ Er kundens benefits analyseret og efterprøvet?
Ø Optimerer vi vores omsætning set ift. kundens benefits
Ø Gennemtænkt i forhold til markedssituationen
Ø Indeholder abonnement, gentagelser (service, support, pris pr. bruger/måned/data)
Den investor- og exit venlige forretningsmodel
Sådan kan en forretningsmodel kommunikeres
• How does the company earn money? • Customer value: what is the cost of the problem now + which benefits do we get from it – price of the solution • Design it bottom-up
§ Benefits?§ Value
proposition?§ Usage
description?§ Need to have
vs. nice to have?
§ R&D?§ Sales?§ After sales?
§ Assembly?§ Warehousing?§ Third party
logistics provider?
§ After sales service?
§ Price per unit: 20 EUR
§ Hardware?
Suppliers
§ Software?§ Data storage
§ Electronics?
§ Production
Logistics Our company
§ Who are they?§ Role§ Rights,
business model, exclusivity?
§ Need to have vs. nice to have?
§ Business case§ Status, have
any test sales been made?
Distributors Customers
250
50
75
Prices in EUR
25
420 COGS1.000
2.000
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De 5 principper i Lean Startup metoden:
1. Entrepreneurs are everywhere2. Entrepreneurship is management3. Validated Learning4. Innovation Accounting5. Build-Measure-Learn
Test og implementering: Brug lean startup principper
