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Business Model Generation : A Handbook for Visionaries, Game Changers, and Challengers+disciplined Entrepreneurship: 24

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Description: Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers

Business Model Generation is a handbook for visionaries, game changers, and challengers striving to defy outmoded business models and design tomorrow's enterprises. If your organization needs to adapt to harsh new realities, but you don't yet have a strategy that will get you out in front of your competitors, you need Business Model Generation.

Co-created by 470 "Business Model Canvas" practitioners from 45 countries, the book features a beautiful, highly visual, 4-color design that takes powerful strategic ideas and tools, and makes them easy to implement in your organization. It explains the most common Business Model patterns, based on concepts from leading business thinkers, and helps you reinterpret them for your own context. You will learn how to systematically understand, design, and implement a game-changing business model--or analyze and renovate an old one. Along the way, you'll understand at a much deeper level your customers, distribution channels, partners, revenue streams, costs, and your core value proposition.

Business Model Generation features practical innovation techniques used today by leading consultants and companies worldwide, including 3M, Ericsson, Capgemini, Deloitte, and others. Designed for doers, it is for those ready to abandon outmoded thinking and embrace new models of value creation: for executives, consultants, entrepreneurs, and leaders of all organizations. If you're ready to change the rules, you belong to "the business model generation!"

Table of Contents

1 Canvas

14 Definition of a Business Model

16 The 9 Building Blocks

44 The Business Model Canvas

2 Patterns

56 Unbundling Business Models

66 The Long Tail

76 Multi-Sided Platforms

88 FREE as a Business Model

108 Open Business Models

3 Design

126 Customer Insights

134 Ideation

146 Visual Thinking

160 Prototyping

170 Storytelling

180 Scenarios

4 Strategy

200 Business Model Environment

212 Evaluating Business Models

226 Business Model Perspective on Blue Ocean Strategy

232 Managing Multiple Business Models

5 Process

244 Business Model Design Process

Outlook

262 Outlook

Afterword

274 Where did this book come from?

276 References

About the Authors

Alexander Osterwalder (Lausanne, Switzerland; alexosterwalder.com; businessmodelgeneration.com) is a speaker, workshop facilitator and strategy consultant to organizations in 20 countries on all continents. Besides his speaking engagements, Dr. Osterwalder focuses on executive training in the domain of business model development and innovation. He writes a popular blog on business model innovation at www.businessmodelalchemist.com. Organizations that use the business strategy described in Business Model Generation include 3M, Ericsson, IBM, Telenor, Capgemini, Deloitte, and many more.

Yves Pigneur, PhD, (Lausanne, Switzerland; http://hecshost.unil.ch/ypigneur/) is a professor of business and head of the Information Systems Institute of the University of Lausanne, Switzerland. He has held visiting professorships at Georgia State University in Atlanta, Hong Kong University of Science and Technology, and University of British Columbia in Vancouver. Dr. Pigneur is the chairperson of several conferences (IFIP, ISDSS, AIM). His research has been published in over fifty books, refereed journals and conference proceedings.

Description: Disciplined Entrepreneurship: 24 Steps to a Successful Startup

24 Steps to Success!

Disciplined Entrepreneurship will change the way you think about starting a company. Many believe that entrepreneurship cannot be taught, but great entrepreneurs aren’t born with something special – they simply make great products. This book will show you how to create a successful startup through developing an innovative product. It breaks down the necessary processes into an integrated, comprehensive, and proven 24-step framework that any industrious person can learn and apply. 

You will learn:

  • Why the “F” word – focus – is crucial to a startup’s success
  • Common obstacles that entrepreneurs face – and how to overcome them
  • How to use innovation to stand out in the crowd – it’s not just about technology

Whether you’re a first-time or repeat entrepreneur, Disciplined Entrepreneurship gives you the tools you need to improve your odds of making a product people want.

Author Bill Aulet is the managing director of the Martin Trust Center for MIT Entrepreneurship as well as a senior lecturer at the MIT Sloan School of Management.

Table of Contents

PREFACE xiii

ACKNOWLEDGMENTS xv

INTRODUCTION 1

SIX THEMES OF THE 24 STEPS 11

STEP 0 Getting Started 15

STEP 1 Market Segmentation 23

STEP 2 Select a Beachhead Market 41

STEP 3 Build an End User Profile 49

STEP 4 Calculate the Total Addressable Market (TAM) Size for the Beachhead Market 57

STEP 5 Profile the Persona for the Beachhead Market 69

STEP 6 Full Life Cycle Use Case 83

STEP 7 High-Level Product Specification 91

STEP 8 Quantify the Value Proposition 103

STEP 9 Identify Your Next 10 Customers 113

STEP 10 Define Your Core 121

STEP 11 Chart Your Competitive Position 131

STEP 12 Determine the Customer’s Decision-Making Unit (DMU) 139

STEP 13 Map the Process to Acquire a Paying Customer 149

STEP 14 Calculate the Total Addressable Market Size for Follow-on Markets 157

STEP 15 Design a Business Model 163

STEP 16 Set Your Pricing Framework 173

STEP 17 Calculate the Lifetime Value (LTV) of an Acquired Customer 181

STEP 18 Map the Sales Process to Acquire a Customer 195

STEP 19 Calculate the Cost of Customer Acquisition (COCA) 203

STEP 20 Identify Key Assumptions 219

STEP 21 Test Key Assumptions 225

STEP 22 Define the Minimum Viable Business Product (MVBP) 235

STEP 23 Show That “The Dogs Will Eat the Dog Food” 245

STEP 24 Develop a Product Plan 253

POSTLUDE: A BUSINESS IS MORE THAN 24 STEPS 261

GLOSSARY 263

ABOUT THE AUTHOR 265

INDEX 267

Author Information

Bill Aulet is the managing director of the Martin Trust Center for MIT Entrepreneurship as well as a senior lecturer at the MIT Sloan School of Management. Prior to joining MIT, he had a 25-year track record of success in business, from his start at IBM to his experience as a serial entrepreneur. He started and ran Cambridge Decision Dynamics and SensAble Technologies. He works around the world with entrepreneurs, small companies, large companies, and governments to promote innovation-driven entrepreneurship.

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