Ron Broens TSE presentation 25-03-2015
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Lecture on Business Model Innovation for TSE (Turku School of Economics) by Ron Broens, Founder of BOOI Innovations Oy
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Ron Broens TSE presentation 25-03-2015
- 1. Business Model InnovationBusiness Model InnovationBusiness Model InnovationBusiness Model Innovation TSE, Turku, 25TSE, Turku, 25TSE, Turku, 25TSE, Turku, 25----03030303----2015201520152015 Ron Broens BOOI Innovations Oy ron.broens@booi-innovations.com +358 (0)50 501 63 29 www.booi-innovations.com
- 2. Business ModelBusiness ModelBusiness ModelBusiness Model Who pays whom, for what, when and why?
- 3. Imagine this situation:Imagine this situation:Imagine this situation:Imagine this situation: • Your customers do not want to buy your product! • They have to buy your product due to legislation • Your product is, in euros, ±0.1% of the final assembly • Your product is considered by everybody a commodity
- 5. Current situationCurrent situationCurrent situationCurrent situation • Sales is product based • Larger accounts are driven by key-account managers at group level • Minimal customization choice for customers • Activation electrical or manual • Dome plastic or glass • With or without an additional ventilator
- 6. Transition to escape the commodity trapTransition to escape the commodity trapTransition to escape the commodity trapTransition to escape the commodity trap • Acknowledge that you are in a commodity trap* (* Prof. Malcolm McDonald) • Formulate a clear mission that provides guidance for actions and decisions • From : Delivering hatches to bus manufactures • To : Becoming the preferred supplier of safety and comfort solution for the transport industry • Start delivering more customer value • More choice/options through product modularity • Provide customer specific solutions; MTS -> MTO / ATO -> ETO • Provide additional information that impacts other disciplines in the customer’s organization
- 7. ‘Knowledge is power’‘Knowledge is power’‘Knowledge is power’‘Knowledge is power’
- 8. Q(v) [m3/h] v [km/h] Force Fx(v) [N] p(v) [Pa] v [km/h] ∆ dB(v) v [km/h] v [km/h] Driving direction
- 9. ‘Modularity provides value’‘Modularity provides value’‘Modularity provides value’‘Modularity provides value’
- 10. Modularity: More options, faster & less costModularity: More options, faster & less costModularity: More options, faster & less costModularity: More options, faster & less cost • Faster customization • Limits adjustment actions from customers • Faster/Cheaper product validation cycles • Backward compatibility • Warranty / spare parts • Change in legislation • Different application fields (bus vs. minibus) • …
- 11. My questions to youMy questions to youMy questions to youMy questions to you • What are the other examples where a company has been able to escape the commodity trap? • How could this be achieved in one of the companies you work with /work for? • What are the other examples where a company has employed modularity to reinvent its business? • How could this be achieved in one of the companies you work with /work for?
- 12. Thank you!Thank you!Thank you!Thank you! Ron Broens BOOI Innovations Oy ron.broens@booi-innovations.com +358 (0)50 501 63 29 www.booi-innovations.com