Radical business model innovation
Back in the day, business models were quite simple: Buy low, sell high. It’s the basis of capitalism and the more it’s repeated, the richer you get. But with new technologies and globalisation, the world has become more complex and competitive, meaning this simple business model can’t deliver a competitive advantage needed to stay ahead of the pack. Though disruptive new business models are emblematic of our generation, they remain poorly understood. To get busy redefining your business model, here’s what you need to know.
Business model 101
Before you can innovate and refine a business model, you need to understand what and where you can tweak. Simply put, a business model is a description of how an organisation creates, delivers and captures value. This can be broken down into nine elements:
1. Value proposition
A clear description of the company’s offering and how it solves problems or creates value for customers.
2. Customer segments
The specific group of people that the organisation aims to serve.
The means that a company uses to reach, communicate with, and deliver to its customer segment.
4. Customer relationships
The methods used to maintain relationships with customer segments.
5. Revenue streams
The income generation and collection mechanism in the business.
6. Key resources
The most important assets that the company needs to make the other elements of the business model work.
7. Key activities
The most important things that a company must do to make its business model work.
8. Key partnerships
The network of suppliers and partners that make the business model work.
9. Cost structure
The major costs that need to be incurred to sustain the business model.
Now to build and refine
Through these nine elements you’re able to understand your current business, whether it can be refined to be more profitable, and where there’s room for designing a new business model. The process is relatively simple but extremely powerful.
- Understand your model
Bring together your management team and other external participants, and present a copy of your current business model. Explain the nine different components and what they mean to the business so everyone’s on the same page.
- Brainstorm new ideas
Brainstorm ideas for different ways of doing things within the business model. If you’re designing a new business model, the focus should be on how you build up the different elements to create a valuable enterprise. Ask yourself, “How can we do things differently?”, “How can we create more value?” and “How can we be more efficient?” Be sure everyone participates and all suggestions are recorded for pondering later. Draw up a business model canvas including all suggestions made, and put it up where everyone
can see it.
- Identify good ideas
Identify good ideas with the input of everyone from the group. Try using gold star stickers where participants can vote for their top picks.
- Rewrite the model
Bring the best ideas together in a coherent business model. Get each participant to rewrite the business model using the best picks. Each person can then present their new model back to the group.
- Take action
Begin implementation of the new model by creating a set of action steps and allocating responsibility for their implementation.
How to use the methodology
Here are some examples of business models that have emerged and proliferated over
the last 20 years.
- Long tail business models
In short: A company sells lower quantities of more types of products to niche groups of customers. Unlike finding a ‘hit’ product to appeal to large segments of mainstream customers, you service small, dispersed groups.
An example is book publisher Lulu.com. Instead of finding the next Harry Potter, Lulu.com is an emerging book publishing business. It enables amateur authors (read: anyone) to publish a book. They make money by providing authors with the tools to self-publish and a platform for buying and selling these books.
- Multi-sided Platforms
In short: These bring together buyers and sellers by creating a space where people can transact. The model creates value by facilitating interactions between groups of people. It gains value as more people use it.
An example is local real estate platform, Private Property that brings together buyers and sellers of real estate on the Internet. Other examples include eBay, Gumtree, Apple App Store and Google advertising.
In short: Yes it’s possible to deliver a product or service to a large customer segment for free; having non-paying customers financed by some other portion of the business. By offering products or services for free, you generate demand and create interest which then encourages a customer segment to buy additional products or services.
An example is Skype. Provided you have an Internet connection, video calls are free (except for the bandwidth you’re paying your ISP for). This gets people using the network. There are then a whole lot of additional services that are worth paying for — like group video conferencing or calling from Skype to phone. Other examples include YouTube and Dropbox.
- Bait & Hook
In short: The business model lures customers in with a relatively cheap, upfront purchase but then makes money by offering more lucrative ongoing services.
An example is BMW Financial Services. BMW retailers give customers a very good deal on cars, and then use the Financial Services package as a means to finance the car. Ongoing interest payments by the customers ensure the model makes money.
Want To Change Your Business Model? Answer These 3 Questions
Here are a few pointers on figuring out the best way to grow your business and keep it sustainable for years to come.
To grow sustainably, is it better to take on projects that are frequent and reliable, or sparse but lucrative?
Q: I own a film and production company, and I shot 100 videos last year – 70 weddings and 30 corporate, totaling $330,000 in revenue. The corporate videos are more profitable, but weddings are always happening. I don’t want to turn off a constant source of revenue, but should I spend more time pursuing corporate events to grow my business? – Trevor R.
Welcome, Trevor, to the entrepreneur’s struggle! You build a great product or service, make good money and the next thing you know, you feel like you have to change your model. It’s the age-old question of scale: What’s the best way for your business to grow, and does that mean making less revenue now in order to have more sustainable growth for years to come?
Related: 4 Types Of Business Models
With the bulk of your time being spent on wedding videos, you probably feel stuck in the slow lane, watching better profits pass you by. But remember that scale is not just about margins.
Numbers can be deceiving, and you control what you charge for your services. While your corporate videos are more profitable right now, going all-in might not be the long-term answer.
To figure out the best route for your business, start with a clear vision of your ideal final destination. How much money – and profit – do you want to make per year? It might sound like a frivolous question (who doesn’t always want to make more?), but it will allow you to reverse-engineer your business model and help determine a practical answer.
Let’s say you want $1 million in gross revenue per year. At this time, it sounds like you charge about $5,500 per corporate video and about $2,400 per wedding video. That means you’d need to sell either 182 corporate videos or 417 wedding videos. (That’s a lot of videos!) Use those numbers to guide your vision. Next, consider scale, which depends on a number of growth factors.
First, creating value: Make sure you’re charging the appropriate amount for your services in order to reach your goals.
Second, anticipating growth: Where is the greatest opportunity, not just at the moment, but in the future?
And third, limiting expenses: How can you keep costs down so spending doesn’t outpace revenue?
Related: 3 Types Of Ecommerce Business Models
Answering honestly will help you create several business models. For you, Trevor, those models are (a) weddings and corporate, (b) weddings only or (c) corporate only. As a case study, let’s consider “weddings only.”
Last year, you worked 70 nuptials. Before you consider hitting pause on that side of your business, revisit those growth factors to figure out if you can make it more profitable.
- Should you charge more for each video?
- How many clients did you turn down last year?
- Could you have taken them on if you had extra help?
Weigh the costs, and consider adding another videographer to the staff. If that seems financially impossible, look for ways to at least maintain your current output while trimming production costs.
For a small business, profitability is a mad science of focus, projections, and getting out of your own way. What makes the most money on a per-item basis is not necessarily what will make you the most profit in the long run.
Consider Amazon: It created scale by focusing on smaller margins. It’s a helpful reminder that there are different ways to succeed.
Understand what you can charge, how you should save and who is most likely to buy from you in the future. By simplifying the complicated challenge, you can jump on the fast track to growth.
This article was originally posted here on Entrepreneur.com.
How A Clear Strategy Can Change The Game
Strategy seems to have this mystical aura surrounding it, but it is nothing more than applying some really deep (and perhaps objectively facilitated) thinking about five areas of focus.
At the point of creation, a new business has a strategy. There will come a time when that model is not as attractive as it originally was. Competitors may have entered the space, or upped their game, customers might be more demanding, margins may start coming under pressure, and you as the business owner might be working 12 hour days.
That’s the time when you need to have a formal strategy workshop. You need to think through what you are doing, how you are doing it, why you are doing it and what are its benefits. That’s not going to happen when you’re moving at breakneck speed trying to keep your head above water.
If your business is to succeed in this volatile, uncertain, complex and ambiguous (VUCA) world, then it must understand exactly where it plays in the market that you have chosen, and most importantly, how it intends to succeed in this space.
The challenge that most business owners face is that there is so much pressure to put out fires that very little attention is granted to the spark of industry-defining ideas. If you want to stay in business long-term, making the time to reflect and think deeply about the direction and competitiveness of your business is nothing short of essential.
Every business operates within a far larger matrix. We are affected – positively and negatively – through external events over which we have little or no control. Currency fluctuations, Brexit, trade agreements, economics, the political environment, tax rates, legislation and a host of other influences that impact our business environment.
In a strategic planning workshop, at least a morning needs to be invested in understanding how these external factors impact the business. A PESTLEID analysis can be undertaken, and this follows the process of evaluating the Political, Economic, Social, Technological, Legal, Environmental, International and Demographic landscapes.
This process is not a conversation, but rather an in-depth analysis of each of the PESTLEID factors, each of which is broken down into detail. Each detailed factor is ranked in terms of probability and impact. High probability and high impact factors are firmly placed on the firm’s radar, and scenario planning is completed for these events. Low probability but high impact events are allocated to accountable individuals for observation, and might be scenario planned depending on their severity.
By the end of this process, each person in the room must have a sound idea as to the context in which the business is operating, and what external factors the business is likely to experience within the next year.
Through scenario planning, each individual will also understand what the best course of action will be for the organisation should any of the high-impact scenarios come to be, and will be equipped to play their role in taking those actions in order to minimise business disruption.
The only person who can tell you what your customers want and need is your customer. It is a fatal mistake to believe that anyone in your organisation is qualified to speak on behalf of your most valuable assets.
Key customers can be invited to join you for a portion of your strategy workshop, or you can survey your customers beforehand and present the information on the day.
In this conversation, you are unpacking what it is that your customers want from you. But a note of caution that is magnificently phrased by Henry Ford when he said: “If I’d asked my customers what they want, they would have told me a faster horse”.
Remember that your customers can and will generally only tell you what they want and need given the same operating conditions for both yourselves and themselves. And that’s OK, because it defines the foundational sandpit in which you are operating right now.
Customers can tell you how your service ranks in comparison to competitors, how competitive your pricing structures are, their satisfaction with your sales process, how well your product performs, their experience of your service, and any gaps that might be sitting in your blind spot. This gives you the ‘as is’ situation and is an invaluable starting point.
It is important not to become so fixated on your competitors that you lose sight of your own direction, but you certainly want to know what your competitors are up to, lest you get blindsided by their actions.
Ideally, you would arrive at the strategy session understanding the market shares of your various competitors. In addition, you would know the share of wallet that they attract, and compare this to the share of market. Variances between the two indicate a pricing strategy that may deserve closer inspection. If accessible, a study of the competitors’ financial statements is never wasted as this indicates industry growth rates, profit rates, margin rates and the like for comparative purposes.
Then, a subjective analysis can be completed, but this can be done during the workshop. Here, the focus is on the offering and the softer skills that your competitors bring to the table.
- How strong are their customer relationships?
- How well do they sell against your products?
- How are they achieving their growth?
- What do they do particularly well where your performance is sub-par?
- What do you do particularly well, that outshines them?
The more heads that think through these issues, the more objective the information becomes.
What you’d like to achieve at the end of this session is a list of things that your customers insist you have in your offer, ranked against your competitors. Then, you’ll have a list of ‘order winning’ value added offerings, also ranked against your competitors. You’ll be able to see where you are performing better, and worse, than your rivals.
This is the time to review what your organisation does particularly well, that when combined in the larger context and when compared with that of your competitors, can create a meaningful and valuable differential for your organisation.
What you are seeking here is something that your business does that your competitors cannot match. Often, these are the things that become ingrained in your culture. They are not a process, they are not a pricing point, but rather are embedded into the way you do business. Think Apple, think design and functionality. Think Ferrari, think performance and exclusivity. When I think of your company, what should the association be?
If there is nothing that your business does that can differentiate it, then this becomes the part of the strategy workshop where you decide what skills your organisation needs to develop or acquire in order for it to effectively compete.
There are a number of frameworks that are useful at this juncture, but all of them ask what your organisation can uniquely bring to the market, and how long you believe this uniqueness is achievable. If your competitors are able to replicate your uniqueness quickly, then your competitive advantage can be eroded before its paid for itself. Where little differentiation exists in a market, the common point upon which to compete becomes price. Margins erode in the effort to win business. Either differentiate, or be prepared to become a low-cost producer.
Creating a Unique Space
This is where strategy becomes as much art as it is skill. The real end-game of strategy is to create a space that completely disrupts your industry, and where your organisation sets the rules of the game. Playing by rules set by others means that you are always watching and waiting, instead of setting the pace and direction.
Thinking of a realistic opportunity takes incredible focus, deep thought, creativity and imagination. At times, new industries are created where the borders of current industries exist so this is a good place to look first.
What Happens After All is Said and Done?
The chosen strategy should be captured in an Executive Summary of no longer than 2 to 3 pages. Anything longer creates confusion and apathy by those who are expected to wade through reams of inputs in order to reach the implementation section.
The chosen strategy must be presented to and worked through in a workshop with those who will play any part in its implementation. Ideally, small teams will be tasked with the implementation of certain aspects of the whole picture.
Remember that the contents of that strategy must form the conversation point of the executives from that point forward. If all you talk about is profit, profit is what the business will chase. If you focus on strategic delivery in each of your conversations, the business will deliver. And, when you’re tired of talking about the strategy, you’ve likely only done 10% of the job needed, so keep talking strategy.
4 Types Of Business Models
There are four main types of business models, see which one suits your business concept.
Different types of business models suit different types of businesses. A business model is the way that a company sells products to its customers. It describes how a business creates, delivers, and captures value.
What type of business model should you adopt?
A business model defines how the enterprise delivers value to customers, gets them to pay for that value, and converts those payments to profit.
There are four basic types of business model that any for-profit business will fall into:
A manufacturer takes raw materials and creates a product, or assembles pre-made components into a product (E.g car manufacturers). A manufacturer may sell its products directly to its customers, or it can outsource sales to another company.
A distributor is any business that purchases products directly from a manufacturer for resale either to retail outlets, or directly to the public. For example, a car dealership would purchase vehicles directly from the manufacturer and sell them to the general public.
A retailer purchases product from a distributor or wholesaler, and then sells those products to the public. A retailer usually has a physical location, but may also be an online retailer such as Amazon or Kalahari.
A franchise can be a manufacturer, distributor or retailer, depending on what type of franchise you purchase. Here the franchisee adopts the business model of that franchise.
Under these four types of business, there are various other ways of structuring your business model.
- A company that integrates a physical and an online presence. An example would be a retailer who allows customers to order products online, but lets them pick up their order at their nearest store.
- A company that deals with customers directly via the internet without engaging an intermediary.
- Direct selling to consumers making use of product demonstrations in the person’s home, for example. There are several cosmetic and jewellery companies that use this model in SA.
- The Freemium business model works by offering a basic Web service or product, for free, while charging a premium for advanced or special features.
- Online auctions, which are held over the internet.
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