Business Model Business Model Business Model Business Model

Τι είναι το Business Model; • Business Model = Νομική μορφή • Business Model = Εταιρική Δομή • Business Model = Business Plan

The Business Model Canvas http: //www. youtube. com/v/41 q_zn 8 j. Ma. E http: //www. youtube. com/v/Qo. AOz. MTLP 5 s Dr. Alexander Osterwalder

Customer Segments • Mass market Ø don’t distinguish between different Customer Segments Ø e. g. Consumer Electronics • Niche market Ø Targets niche markets cater to specific, specialized Customer Segments Ø e. g. automotive parts suppliers • Segmented Ø Distinguish between market segments with slightly different needs and problems Ø Sony VAIO laptops • Diversified Ø Serves two unrelated Customer Segments with very different needs and problems Ø e. g. Amazon. com retail and cloud • Multi-sided platforms (or multi-sided markets) Ø Serve two or more interdependent Customer Segments Ø e. g. credit card company, free newspaper

Value Proposition • Newness – MEETING AN UNARTICULATED AND THEREFORE UNMET NEED Ø Virtual Theater, Smartphone, Online antique auctions, Social funds for private investors… • Performance - BETTER–CHEAPER-FASTER–MORE FLEXIBLE–MORE FUN Ø Amazon, e-Bay, Skroutz. gr, Auto. Marin. gr, weendy. com, The USB stick, … • Getting it Done – SEEMLESS INTEGRATION OF FULL SERVICE OFFER Ø Xerox copier service, IBM’s B-Model revolution, Catering… • Price – SIMILAR VALUE AT LOWER PRICE. SEEN AS THE VP THAT MOBILIZES MOST PROFOUNDLY ALL THE OTHER CANVAS ELEMENTS IN ORDER TO ACHIEVE COST REDUCTION Ø Greek Potatoes Movement and its more sophisticated forms, Micro loans, Generic Drugs, City Rental Bikes, Ryanair … • Customization – PROVIDE THE SAME SERVICE/PRODUCT BUT TAILORMADE Ø Dell computers, Nike shoes…

Revenue Stream

Pricing Mechanisms ü Fixed Menu § Customer Segment Dependen t § Volume Dependen t ü Dynamic § Auctions

Key Resources

Key Activities

Key Partners

Cost Structure

Business Model Canvas

Business Model Canvas – Coca Cola Sabco

Βιβλιογραφία • Alexander Osterwalder, A. & Pigneur, Y. , (2010), • Business Model Generation, John Wiley & Sons.

Marketing Mix 4 Ps and 7 Ps Product Price Promotion Place (Distribution) Ø Push, Pull Physical Evidence Ø Receipt, invoice, packaging People Process Service advertising, public relations, Ø sales organization and sales promotion Ø Physical Product Skimming, Penetration, neutral Ø pricing models Ø

Ανάλυση Αγοράς Porter’s 5 Forces Strength of distribution channel Supplier switching costs Bargaining power of suppliers Sustainable competitive advantage through innovation Powerful competitive strategy Level of advertising expense Threat of substitute products or services Buyer propensity to substitute Buyer switching costs e. g tap water vs Coke & Pepsi Intensity of competitiv e rivalry Threat of new entrants Buyer switching costs Capital requirements Buyer price sensitivity Economies of scale Government policy patents Bargaining power of customers (buyers)

SWOT Analysis