I facilitated a business modeling session for a group of remarkable developers aiming to make Amsterdam the place where you go for apps therefor called 'Appsterdam'. I taught these developers, designers and programmers to think about there business models and how they could use the business model canvas to create their own business models more easily.

1. Workshop:
Business Modeling
for Appsterdam
or
how to turn Pawns
into Queens..

2. I believe we don’t see things as
they are, we see them as we
are.
I like to be they guy to show
people what is possible so they
become even better versions of
themselves
Steven Zwerink
@szwerink

3. Content

4. Why Business Modeling?
Content
The Business Model Canvas
Applying the Business Model
Canvas

5. The great game of chess
Pawns

6. "The pawn is the soul of chess."
François-André Danican Philidor

7. Pawns are the
‘Linchpins’ in
Business Chess

8. Pawns almost always make
the first move
First mover advantage

9. Pawns can make a first move
of two fields
You have a flying start

10. Pawns determine the
strategic flavor of the game
You are in control

11. Pawns can
only move
forward
Face forward & Chest upright

12. Pawns can capture
another piece 'en passant'
Make the
competition
irrelevant

13. I believe we don’t see
things as they are,
we see them as
we are...
And I see in
every Pawn a
potential Queen

14. erink
@szw
‘ Pawns’

15. Business Model Workshop

16. What is the business model of
APPLE?
You have 10 minutes!

17. Why a business modeling workshop?
1. To make sure we speak the same
language

18. Say, your out drinking with
some friends..

19. And you hear a song that you
like..

20. But you don’t know
the title or the
artist..

21. Meet Shazam!

22. This is how it works:
Hold up your phone
Press ‘Tag now’
Wait...
And... Done!

23. The figures:
• 2.000.000
identified songs per
day
• 200.000 people buy
the song!
• That is 10%!

26. They didn’t give a ****
about the status quo models

27. Why a business modeling workshop?
2. Business Model Innovation is
CRUCIAL
to keep creating
VALUE

28. DSM Innovation Center
CONFIDENTIAL

29. THERE IS NONE
No picture
available

30. But we can be more systematic with our
creativity while searching for the next...

33. discuss with your seat neighbor
what a business model is and
write down your definition

34. ?
what elements did you
mention in your
definition?

35. Definition Business Model
A business model describes how an organization
creates, delivers, and captures value (economic,
social, or other forms of value)
`

36. Why a business modeling workshop?
3. To identify the right elements of
a business model

37. What is Design
Design?

38. “The only thing that is
not designed is nature”
Dave Kelly, IDEO
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT.

39. “adaptation of means
to a preconceived end”
dictionary.com
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT.

40. “transformation of
existing conditions into
preferred ones”
Herbert Simon, 1969
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT.

41. Why design?
• Design is not the weapon for marketing
• Design does not exist only for the design
• The design is the reason you exist
• You design the object not for the object but for the result
• A business model also deserves a unique design

42. Why a business modeling workshop?
4. “Business people don’t just need to understand
designers better; they need to become designers”
Roger Martin, Rotman School of Management

43. Written by Alex Osterwalder in co-
creation with 470 co-authors

45. BUSINESS MODEL
CANVAS

46. 9
Building
Blocks

47. 1. Customer Segments
images by JAM

48. 2. Value Proposition
images by JAM

49. 3. Distribution Channels
images by JAM

50. 4. Customer Relationships
images by JAM

51. 5. Revenue Streams
images by JAM

52. 6. Key Resources
images by JAM

53. 7. Key Activities
images by JAM

54. 8. Key Partners
images by JAM

55. 9. Costs structure
images by JAM

56. Key Activities Value Customer
Propositions Relationships
Key Customer
Partners Segments
Key Distribution Revenue
Costs Resources Channels Streams
Structure
images by JAM

57. Business Model Canvas
KEY KEY VALUE CUSTOMERS CUSTOMER
PARTNERS ACTIVITIES PROPOSITION RELATIONS SEGMENTS
DISTRIBUTION
KEY RESOURCES CHANNELS
COSTS STRUCTURE REVENUE STREAMS
images by JAM

58. Business Model Canvas
KEY KEY VALUE CUSTOMERS CUSTOMER
PARTNERS ACTIVITIES PROPOSITION RELATIONSHIPS SEGMENTS
DISTRIBUTION
KEY RESOURCES CHANNELS
COSTS STRUCTURE REVENUE STREAMS

59. Business Model Canvas for lbert.nl
KEY KEY VALUE CUSTOMERS CUSTOMER
PARTNERS ACTIVITIES PROPOSITION RELATIONS SEGMENTS
Your groceries
delivered to
you in your
KEY RESOURCES kitchen DISTIRBUTION
CHANNELS
COSTS STRUCTURE REVENUE STREAMS

60. CANVAS OVERLAY - NESPRESSO
images by JAM

62. Assignment
Design the business model for an empty box

63. Using the Canvas - how do we do it?
2.
1. PUT TH
AT
POSTER 3.
HE UP
P LOT T ON THE DESIG
WALL
C AN VAS ON N YO
UR
R BUSIN
A POSTE ESS
MODE
L

64. ORDER OF 1. CUSTOMER SEGMENTS
BUILDING 2. VALUE PROPOSITION
BLOCKS 3. CUSTOMER RELATIONSHIPS
4. DISTRIBUTION CHANNELS
5. REVENUE STREAMS
6. KEY ACTIVITIES
7. KEY ASSETS
8. KEY PARTNERS
9. COSTS STRUCTURE

65. IMPORTANT
• Everybody writes
• Use the post-its
• Move them around
• Tell us a story
65

66. Credits
Van Alex Osterwalder door ‘Pawns’
66