Session 7 Workshop

Engines of Digital Business

The Digital Activity Differentiator

On Campus Exercise Session

Mathias Tulinius
Department of Digitalization.
Howitzvej 60
[email protected]
Today
• Tips for presenting / pitching your business models
• Group Project Work / Consultancy

2
Today

14:25-15:15 Class part 1

10-min break

15:25-17:00 Project Work

3
Today
• Tips for presenting / pitching your business models
• Group Project Work / Consultancy

4
How to Pitch Better Business Model Explanations
… using the Business Model Canvas

5
Pitching Better Business Models
1. How to present ideas on the BMC

2. Always tell a story

3. Techniques to tell a complex story

6
The Business Model Canvas

… Three Common Pitfalls

When using the business model canvas …

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Pitfall #1: Too much granularity

The business model The business model The business model The business model
canvas is a great tool to The business model canvas is a great tool to
canvas is a great tool to canvas is a great tool to
help you understand a canvas is a great tool to help you understand a
help you understand a help you understand a
business model in a help you understand a business model in a business model in a business model in a
straightforward, business model in a straightforward,
straightforward, straightforward,
structured way. straightforward, structured way.
structured way. structured way.
Using this canvas will lead structured way.
Using this canvas will lead Using this canvas will lead
to insights about the to insights about the to insights about the

Too much detail

customers you serve, customers you serve, customers you serve,
what value propositions what value propositions what value propositions
are offered through what are offered through what are offered through what
channels, and how your channels, and how your channels, and how your

Cognitive overload!
company makes company makes company makes
money. money. money.
You can also use the The business model You can also use the The business model You can also use the
business model canvas to canvas is a great tool to business model canvas to canvas is a great tool to business model canvas to
understand your own help you understand a understand your own help you understand a understand your own
business model or that of business model in a business model or that of business model in a business model or that of
a competitor! straightforward, a competitor! straightforward, a competitor!
structured way. structured way.

The business model canvas is a great tool to help you understand a business The business model canvas is a great tool to help you understand a business
model in a straightforward, structured way. model in a straightforward, structured way.
Using this canvas will lead to insights about the customers you serve, what Using this canvas will lead to insights about the customers you serve, what
value propositions are offered through what channels, and how your company value propositions are offered through what channels, and how your company
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makes money. makes money.
Pitfall #2: No story!

The business model The business model The business model The business model
canvas is a great tool to The business model canvas is a great tool to
canvas is a great tool to canvas is a great tool to
help you understand a canvas is a great tool to help you understand a
help you understand a help you understand a
business model in a help you understand a business model in a business model in a business model in a
straightforward, business model in a straightforward,
straightforward, straightforward,
structured way. straightforward, structured way.
structured way. structured way.
Using this canvas will lead structured way.
Using this canvas will lead Using this canvas will lead
to insights about the to insights about the to insights about the
customers you serve,
what value propositions
are offered through what
No logic or meaning to the canvas customers you serve,
what value propositions
customers you serve,
what value propositions
are offered through what are offered through what
channels, and how your
company makes
money.
How do the building blocks fit together channels, and how your
company makes
channels, and how your
company makes
money. money.
You can also use the
business model canvas to
understand your own
to create, deliver and capture value?
The business model
canvas is a great tool to
help you understand a
You can also use the
business model canvas to
The business model
canvas is a great tool to
help you understand a
You can also use the
business model canvas to
understand your own understand your own
business model or that of business model in a business model or that of business model in a business model or that of
a competitor! straightforward, a competitor! straightforward, a competitor!
structured way. structured way.

The business model canvas is a great tool to help you understand a business The business model canvas is a great tool to help you understand a business
model in a straightforward, structured way. model in a straightforward, structured way.
Using this canvas will lead to insights about the customers you serve, what Using this canvas will lead to insights about the customers you serve, what
value propositions are offered through what channels, and how your company value propositions are offered through what channels, and how your company
9
makes money. makes money.
Pitfall #3: Random Colour Coding

The business model The business model The business model The business model
canvas is a great tool to The business model canvas is a great tool to
canvas is a great tool to canvas is a great tool to
help you understand a canvas is a great tool to help you understand a
help you understand a help you understand a
business model in a help you understand a business model in a business model in a business model in a
straightforward, business model in a straightforward,
straightforward, straightforward,
structured way. straightforward, structured way.
structured way. structured way.
Using this canvas will lead structured way.
Using this canvas will lead Using this canvas will lead
to insights about the to insights about the to insights about the
customers you serve,
what value propositions
are offered through what
Use of random coloured sticky notes customers you serve,
what value propositions
customers you serve,
what value propositions
are offered through what are offered through what
channels, and how your
company makes
money.
Confuses channels, and how your
company makes
channels, and how your
company makes
money. money.
You can also use the
business model canvas to
understand your own
Distracts from any logic or connections
The business model
canvas is a great tool to
help you understand a
You can also use the
business model canvas to
The business model
canvas is a great tool to
help you understand a
You can also use the
business model canvas to
understand your own understand your own
business model or that of
a competitor! between building blocks
business model in a
straightforward,
structured way.
business model or that of
a competitor!
business model in a
straightforward,
structured way.
business model or that of
a competitor!

The business model canvas is a great tool to help you understand a business The business model canvas is a great tool to help you understand a business
model in a straightforward, structured way. model in a straightforward, structured way.
Using this canvas will lead to insights about the customers you serve, what Using this canvas will lead to insights about the customers you serve, what
value propositions are offered through what channels, and how your company 10
value propositions are offered through what channels, and how your company
makes money. makes money.
The Business Model Canvas

… Six Ground Rules to help you design a

more effective business model canvas…

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6 Ground Rules for a better BMC

12
The Business Model Canvas

… Four Best Practices to help you design

a more effective business model canvas…

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4 Best Practices as you develop and improve
your BMC

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How to Present Ideas on a BMC

Idea 10 Idea 7
Idea 4 Idea 1
Idea 11

Idea 2
Idea 8 Idea 5
Idea 12
Idea 6
Idea 3
Idea 9

Idea 13 Idea 14 Idea 15 Idea 16 15

1) How to Present Ideas on a BMC

Idea 1

Idea 2

Recurring • Bullet Points

Idea 13 Subscription
• Bullet Points
Fees 16
2) Always tell a story

Idea 10 Idea 7
Idea 4 Idea 1
Idea 11

Idea 2
Idea 8 Idea 5
Idea 12
Idea 6
Idea 3
Idea 9

Idea 13 Idea 14 Idea 15 Idea 16 17

 2) Always tell a story
Modularity Visionaries

Idea 6 Idea 3
Idea 2 Idea 1
Idea 7

Idea 4
Build up one idea at a time
Link blocks sequentially as you go
Label your patterns/flavors as you go
Label underlying digital effects as you go Idea 5 18
 2) Always tell a story
Modularity Visionaries

Idea 6 Idea 3
Idea 2 Idea 1
Idea 7

Idea 4
How to develop a flow for your story?
1) Start off trying out the sequence: frontstage ->
backstage -> profit formula
2) Then adapt sequence to fit the story best Idea 5 19
3) Techniques to tell a complex story

Idea 10 Idea 7
Idea 4 Idea 1
Idea 11

Idea 2
Idea 8 Idea 5
Idea 12
Idea 6
Idea 3
Idea 9

Idea 13 Idea 14 Idea 15 Idea 16 20

 3) Techniques to tell a complex story

Logical Colour Coding

Idea 7
Value Proposition #1 Idea 10 Idea 4 Idea 1
Idea 11
Value Proposition #2
Shared Elements Idea 2
Idea 8 Idea 5
Idea 12
Idea 6
Idea 9

Idea 13 Idea 14 Idea 15 Idea 16 21

 3) Techniques to tell a complex story

… And / or separate different ideas or stories into

separate canvases and tell the stories seperately

22
Today
• Tips for presenting / pitching your business models
• Group Project Work / Consultancy

23
Group Project Work / Supervision
Write your group number up on the whiteboard – I will come
around

Possible things to talk about:

• Potential business model stories
• Discussing patterns/flavours and underlying digitality

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Next session:

Monday 4th Novemberl 2024

Engine 5: The Resource Tank

Lecture/ Workshop: Xiao Xiao

Readings (required and available on Canvas):
• Osterwalder et al (2020) (Chapter 3) - Part 2 Backstage Disruption
• Hagiu, A. & Wright, J. (2020). When data creates competitive advantage
• Henfridsson, O. (2020). Scaling digital enterprises
• Optional: Ghose, S. (2018, February 28). The Red Queen and the Inevitability of the Amazoogle Business Model.

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Thank you!