1. A story of how an organization creates, delivers, and
captures value. 2. A network of capabilities and a sustainable financial model to deliver value to target customers. 3. The magical intersection of a problem that matters + a solution that delivers + numbers that work. (Scott Anthony, Innosight) How does ‘community’ fit into a business model? Quite simply, “community” can be a feature of one or more of the three aspects of a business model: 1. How value is created for customers 2. How value is delivered to customers 3. How value is captured for stakeholders ‘Community’ is part of a business model when community is the structure through which a business creates value, delivers value, and/ or captures value. Examples of community as a way to create value: • Co-creation: • IBM Innovation Jams, Dell Ideastorm, LEGO, Wikipedia, Genius, Barclaycard Ring • Marketplace: • Ebay, Amazon • Social Media: • Facebook, Twitter, Instagram Examples of community as a way to deliver value: • Competitions: • Netflix prize • Recommendations/Idea Evaluation: • Amazon, Netflix, Google • Barclaycard Ring • Quirky Examples of community as a way to capture value: • Crowdfunding: • Kickstarter, Indiegogo, Patreon, Rally • Prediction Markets: • Eli Lilly, Google • Sharing: • Uber, Sidecar What do we really mean by business model innovation?
• Innovation = a new way to deliver value to customers.
• Business model innovation = a new system for delivering value to customers. How can you help your company understand how community can drive business model innovation — whether by tweaks or transformation? 1. Understand your company’s current business model. Don’t be daunted if you don’t already know — it’s common for even management to have a slippery grasp on their company’s business model. 2. Understand how business model innovation processes work. Business Model Design Process 3. Understand that business model tweaks and transformations — in fact, all innovation — starts with a customer need or “job-to-be-done”. • A community manager who works directly with customers is in a perfect position to discover these needs. • A community manager can understand how a community can be better integrated into the company’s current business model AND how the community can serve as a lever for an entirely new business model. “My challenge to all the community managers, builders, and strategists out there — reclaim the term “community” as a vital part of the product and the lifeblood of the business, or invent a new term altogether.”