EFFECTUATION – ERGÄNZUNG ZU BUSINESS MODEL CANVAS
UND LEAN STARTUP?
Alexandra RudlIm Rahmen der bwcon Reihe „Impulse Tech Management“
September 2014
BUSINESS MODEL DESIGN HYPE (AUSWAHL)
BUSINESS MODEL CANVAS (ALEX OSTERWALDER)
Customer + Value Delivery
Value Creation + Ressources
RESEARCH CANVAS (ANGEWENDUNG IM OPPORTUNITY RECOGNITION WORKSHOP)
Collaborative Design by Alexandra Rudl, Dr. Christian Förster, Valentina GrilleaInspired by iminds
LEAN STARTUP / MVP (ERIC RIES)
Minimum Viable Product
• Geschäftsidee schnell und kostengünstig am Markt testen
• Feedback zu einem sehr frühen Zeitpunkt einholen
• Zahlungsbereitschaft von Kunden prüfen
BEISPIEL
ERIC RIES‘ STARTUP DEFINITION
„A startup is a human institution designed to deliver a new service or product under conditions of extreme uncertainty [in terms of product, customer, market].“
Stop wasting people‘s time by producing products nobody is
using.
Biggest waste is not building things inefficiently but building things efficiently nobody wants.
Software companies can build anything but the question is: should it be built and how can we build a sustainable business model around it?
EFFECTUATIONA startup is a human institution designed to deliver a new service or product under conditions of extreme uncertainty.
EFFECTUATION
Prof. Saras Sarasvathy University of Virgina
Michael Faschingbauer Effectuation Intelligence
EFFECTUAL REASONING VS CAUSAL REASONING
vs.
"If I had a budget, I could ask a specialist in the field of education to go through data and give me ideas of
how many universities, how many media, how many large companies I
will have to contact to have an idea of the work that has to be done."
"I'd just go sell it. I don't believe in market research. Somebody once told me the only thingyou need is a customer. Instead of asking all the questions, I'd try and make some sales. I'd learn a lot […] . So my market research would actually be hands-on actual selling."
DIE 4 EFFECTUATION PRINZIPIEN
http://effectuation.org/
© Faschingbauer, Mauer (2014)
PRINZIP DER MITTELORIENTIERUNG
MITTEL
Wer bin ich? Werte und Normen
Kultur
Vorlieben und Abneigungen
Prinzipien und Charakter
Was weiss ich?• Fähigkeiten• Erfahrungen• Fertigkeiten• Bildung (Uni, Schule,
Ausbildung)• Bücher und Zeitungen
Wen kenne ich?• Kollegen• Professionelles Netzwerk• Familie und Freunde• Kunden und Dienstleister• Vereine und Verbände• Soziale Netzwerke
© Faschingbauer, Mauer (2014)
PRINZIP DES LEISTBAREN VERLUSTS
MÖGLICHER EINSATZ
Zeit
Kapital
Kontakte
Selbstwert
Name / Ruf
© Faschingbauer, Mauer (2014)
PRINZIP DER UMSTÄNDE UND ZUFÄLLE
© Faschingbauer, Mauer (2014)
PRINZIP DER VEREINBARUNGEN UND PARTNERSCHAFTEN
DIE 4 EFFECTUATION PRINZIPIEN
http://effectuation.org/
“So people often say to me, ‘When you built the system, you must have known that making it self-sustainable was the only way eBay could grow to serve 40 million users a day’. Well...nope. I made the system self-sustaining for one reason: Back when I launched eBay […], eBay wasn’t my business - it was my hobby. I had to build a system that was self-sustaining... Because I had a real job to go to every morning. I was working as a software engineer from 10 to 7, and I wanted to have a life on the weekends. So I built a system that could keep working catching complaints and capturing feedback even when Pam and I were out mountain-biking, and the only one home was our cat.”
Pierre Omidyar, eBay Founder
BEISPIELE
EFFECTUATION GRID
EFFECTUATION GRID IM EINSATZ
Gründerteams erhalten wertvolle Impulse zu: • Ungewissheit in Geschäftsideen• Unterschiedlichen Wahrnehmungen im Team
(v.a. zu leistbarem Verlust)• Stärken (=Mittel) der Teammitglieder• Bewusstsein über das eigene Netzwerk