Business model generation for e-services design

1. Business Model Canvas* for
designing e-services based on open
data
* By A. Osterwalder
Maxim Arzumanyan
State University of Telecommunications
Maxim Arzumanyan, 3rd ISS Student school 2013

3. Two different planets…
Business people Software developers
Maxim Arzumanyan, 3rd ISS Student school 2013

4. Imagine…
in which concepts
will you describe it?
You have an idea about
the new e-service…
Maxim Arzumanyan, 3rd ISS Student school 2013

6. • «…so you should have the picture
that helps you to understand each
other. Without this picture – all your
talks is nothing…
• People may say the same word and
don’t understand you each other.
But when you brain your
understanding, map it to the formal
chart, picture, diagram, it is much
better then any talk or any text…»
T. Gavrilova
Maxim Arzumanyan, 3rd ISS Student school 2013

7. Business Model
Canvas
Alexander Osterwalder
Maxim Arzumanyan, 3rd ISS Student school 2013

8. Video
Maxim Arzumanyan, 3rd ISS Student school 2013

9. Slide from Alexander Osterwalder: Business
Models Reloaded (SKOLKOVO open lecture)
Maxim Arzumanyan, 3rd ISS Student school 2013

10. Slide from Alexander Osterwalder: Business
Models Reloaded (SKOLKOVO open lecture)
Maxim Arzumanyan, 3rd ISS Student school 2013

11. Slide from Alexander Osterwalder: Business
Models Reloaded (SKOLKOVO open lecture)
Maxim Arzumanyan, 3rd ISS Student school 2013

12. Slide from Alexander Osterwalder: Business
Models Reloaded (SKOLKOVO open lecture)
Maxim Arzumanyan, 3rd ISS Student school 2013

13. Slide from Alexander Osterwalder: Business
Models Reloaded (SKOLKOVO open lecture)
Maxim Arzumanyan, 3rd ISS Student school 2013

14. Slide from Alexander Osterwalder: Business
Models Reloaded (SKOLKOVO open lecture)
Maxim Arzumanyan, 3rd ISS Student school 2013

15. Slide from Alexander Osterwalder: Business
Models Reloaded (SKOLKOVO open lecture)
Maxim Arzumanyan, 3rd ISS Student school 2013

16. Slide from Alexander Osterwalder: Business
Models Reloaded (SKOLKOVO open lecture)
Maxim Arzumanyan, 3rd ISS Student school 2013

17. Slide from Alexander Osterwalder: Business
Models Reloaded (SKOLKOVO open lecture)
Maxim Arzumanyan, 3rd ISS Student school 2013

18. Slide from Alexander Osterwalder: Business
Models Reloaded (SKOLKOVO open lecture)
ACTIVITIES
VALUE
Finance
Maxim Arzumanyan, 3rd ISS Student school 2013

19. Slide from Alexander Osterwalder: Business
Models Reloaded (SKOLKOVO open lecture)
Maxim Arzumanyan, 3rd ISS Student school 2013

20. Business Model Canvas is a way to
get…
mutual understanding
Maxim Arzumanyan, 3rd ISS Student school 2013

21. Customizing Business Model for e-services
Means Transactional
What is your key Constant (social networks) Who will use this?
integration
activities? What Focus on what? Only end customers
• Government attracting; keeping;
should you do to (B2C), or company's
• Social Net extra sales
make service work? (B2B)?
• Source of open
data Personas,
POV
Distribution… What will be the
afford to attract
Try to use, not to Right customers?
Data, infrastructure, information/service
create…! Lots of knowledge, Availability
things done… people, Where to distribute,
To the right customer
integrate! Funds (finance) With right price where to advertise?
Where to promote?
Promotion / advertising Service cost
Support Additional services
Infrastructure (hosting) Advertising
Maxim Arzumanyan, 3rd ISS Student school 2013

22. Business Model traveling map
Software
Investors developers
Friend
Experts
Maxim Arzumanyan, 3rd ISS Student school 2013

23. Bridging main actors in e-service
development
Business E-service Software
people idea Developers
10010111010
Business Model is the passport of your idea for the business perspective
Maxim Arzumanyan, 3rd ISS Student school 2013

24. How Design Thinking may help
Scoping 360 research synthesis
prototyping ideation
validation implementation
Maxim Arzumanyan, 3rd ISS Student school 2013

25. Example: Skype business model
Software Individual Internet
Internet
development Free Skype
providers settings users
calls Users who
Distribution Cheep calls wants to
partners on phones call on
Videoconference phones
Telecom Software
partners services
developers Skype.com
Equipment
Software producers
Software development Free
Bag tracking Skypeout
Sale equipment
Maxim Arzumanyan, 3rd ISS Student school 2013

26. Business styles suitable for e-service
• Multiparty (multysided) platforms (apple, goggle)
– Free advertising
• Free business model
– Freemium E-services
– Bait & the key
– Advertising
• Long tail
• Separation
• Open business models
Maxim Arzumanyan, 3rd ISS Student school 2013

27. Business structure the
Model Canvas way you…
• dream… about new service/business
• think about your idea
• communicate and discuss your idea with others
• present your idea to investors
• count if it’s profitable or not
• manage and improve your service/business
Maxim Arzumanyan, 3rd ISS Student school 2013

28. Images from Alexander Osterwalder: Business
Models Reloaded (SKOLKOVO open lecture)
How to structure discussions about
your idea?
Maxim Arzumanyan, 3rd ISS Student school 2013

29. Tools of Business Model
generation
Maxim Arzumanyan, 3rd ISS Student school 2013

31. Do we need a business plan? Lets
calculate your business model!

32. Validation
Maxim Arzumanyan, 3rd ISS Student school 2013

33. Maxim Arzumanyan, 3rd ISS Student school 2013

34. Maxim Arzumanyan, 3rd ISS Student school 2013

35. T h nk
a Y o
u !
Maxim Arzumanyan, 3rd ISS Student school 2013