From a successful brick-and-mortar company to a digital one. How can a company determine business priorities and apply value strategies to inform management to transition to a digital ecosystem? Presenting our very own students' capstone project, participants will learn from their experience on approaches taken to shift markets and lead new market segments and value proposition; understand how digitalisation extends the traditional business model and critically, what are the digital leadership take away from embarking the digital transformation journey that is more than a matter of superior technology

1. Leveraging Digitalisation for
Transformation
A Digital Leadership Capstone Showcase
Tan Chi Siong, Jacob Wong, Alfred Tam, Alexander Ang
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2. Introduction
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JACOB WONG
Regional IT Manager
Information Technology
Groz-Beckert
ALFRED TAM
Associate Director
Digital Transformation
Singtel
ALEXANDER ANG
Vice President
Global Technology
L Catterton
TAN CHI SIONG
Chief, MTech Digital
Leadership Program
NUS-ISS
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3. Industry 4.0 – Digitally Enabled
Digital Transformation is Here to Stay!
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4. Learning Outcome
This session will share how a capstone project helps a
successful brick-&-mortar company adapts and adopts digital
business.
1. How the company determines business priorities and apply
value strategies to inform management to transition into a
digital ecosystem
2. Approaches taken to shift the markets and to enable new
market segments and value proposition
3. Understand how digitalisation extends the traditional
business model
4. What are the digital leadership take away from embarking
the digital transformation journey that is more than a matter#ISSLearningFest 4

5. CAPSTONE TEAM INFO
ALEXANDER ANG
VICE PRESIDENT
GLOBAL TECHNOLOGY
ALFRED TAM
ASSOCIATE
DIRECTOR
DIGITAL
TRANSFORMATION
JACOB WONG
REGIONAL MANAGER
INFORMATION
TECHNOLOGY
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6. 6
Founded in
1851
HQ in
Albstadt, Germany
Employs over
688 employees
Distribution
Channel
Worldwide
Manufacturing
Presence
FIGURES
6
Industry
47 fields in
Sewing & Tufting
System
HALLMARK
OF
QUALITY …sewing
perfect
stitches
With every
generation…

7. CURRENT – BUSINESS MODEL
Manufacturing
Capabilities
Worldwide Sales
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8. OUR CURRENT
SITUATION
8
Stagnant
Growth
Fierce
Competition
Industry
ChallengesInnovation in an “old industry” Many ideas tried & tested Margins are Thin

9. Making sense of the situation The company - where are we
now?
Stakeholder Engagement
DISCOVERY
Customers & Schmetz
Internal Stakeholders
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10. Scan Business
Environment
SCANNING THE BUSINESS LANDSCAPE
Porter’s 5 Forces PESTEL
Has our customer desires
change?
Customers
Expectations
Re-discovering Value 10

11. Brainstorm
Ideas
Stakeholders
PIECING INFORMATION / IDEAS TOGETHER
Customers’
Desires/
Pain Points
BRAINSTORMING
RULES
1. CREATE AS
MANY IDEAS
AS POSSIBLE
2. DEFER
JUDGMENT
3. WILD IDEAS
4. BUILD ON THE
IDEAS OF
OTHERS
5. ONLY ONE
SPEAKS
Iterative
For Illustration
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12. FORMING THE NEW SOLUTION PROPOSITION
Strong Links
to Current
Competencies
Red or Blue
Ocean
Opportunity
Practical
Timeframe to
Realize
Brainstormed
Ideas
New Solution Proposition
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13. Customers Expectations Scan Business Environmen
The Company
(where are we now?)
New Vision - Become a global provider for sewing
needs
Alignment
BLUEPRINT OF A NEW DIGITAL OFFERING
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14. Understand
How
Digitalization
Extends
Traditional
Business Model
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15. DEFINING “FORCES” OF DIGITALIZATION
Operationa
l
Excellence
Great User
Experience
Data
Exploitatio
n
Business ModelStrategic
Advantage
Disruptive
Internal-
External
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16. THE NEW POSSIBILITIES EXPLORED
9 BM Elements Former Business Model New Possibilities
Key Partners Supply Chain Players Influencers
Key Activities R&D, Production, Sales Digital Engagement
Key Resources Employees, Knowledge Community Sentiments
Value Proposition
Wide selection of high-quality
products
User Experience Journey
Customer
Relationships
Indirect, generalized Personalized
Customer
Segments
B2B, B2C B2B2C
Channels Dealers, Distributors eCommerce
Cost Structure Bulk Sales Cost & Profit Sharing
Revenue Streams Physical Products from Businesses Advertisers 16

17. CUSTOMER JOURNEY (CONSUMER) REIMAGINED
Intention to
Sew
Travels to
Haberdashery
Store
Ask for Advice
Purchase
Schmetz
Needles
Intention to
Sew
Before
After
Find
“Expert
Answers”
Purchase
Schmetz
Needles
One Touchpoint
Learn/ Transact
Anywhere
Bringing Schmetz Right Into Every
Household
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18. BUSINESS MODEL X DIGITALIZATION ≈ in a Nutshell
Custome
rs
Consumers Businesses
Logistics
Competitor
s
Touchpoi
nts
Physical
Stores
eMarketpla
ce
Online
Community
eResources
Strategic
Assets
Ecosystem
Capabilitie
s
Brand
Insights x
Data
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19. OUR KEY TAKEAWAY
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20. SO… WHAT IS DIGITAL TRANSFORMATION?
Digital transformation is
not about digital projects
nor fanciful technology
upgrades…
It’s a business journey
having a bold change in how
an organization delivers
value by understanding the
forces that shape the digital
economy and the impact to
disrupt existing business
models with technology
functions as the enabler!
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21. SO… WHAT IS DIGITAL TRANSFORMATION?
And increases customer satisfaction and the experience
leading to sustainable prosperity for all stakeholders. Solve
their problems and improve their lives. Put the customer at
the center of all processes!
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22. THE “HUMAN” FACTOR
Resistance arises from an
organization’s culture
which hampered the
journey for
transformation.
To drive a successful
transformation, start by
listening and involve
customers and employees.
Train everyone internally.
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23. THE IMPORTANCE OF HAVING A STRATEGY
High inertia when a
company is doing well, or
employees just wait for
executive team to make
the decisions.
A clear vision, helps
getting people to
understand on what needs
to be done in order to get
there.
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24. START SMALL SCALE BIG
Digital Transformation
may involve business
overhaul but don’t try to
do everything at the same
time.
Start small, test and learn.
Fail fast, learn fast, fail
forward
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25. We cannot solve our problems with the same thinking we
used to create them.
-Albert Einstein
We can either reinvent the business or invent the future.
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26. KEY BENEFITS FOR INDIVIDUALS
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27. Master of Technology
In Digital Leadership
Acquire digital leadership skills to
drive business transformation
OVER
GRADUATE
ALUMNI6,250
OFFERING OVER
150
ENTERPRISE IT, INNOVATION
& LEADERSHIP PROGRAMMES
TRAINING OVER
135,000
DIGITAL LEADERS &
PROFESSIONALS
Application now open
for January 2021 intake
Visit nus.edu/37RQLdV

28. Thank You!
isstan@nus.edu.sg
#ISSLearningFest