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2. ................................................................................................................ 1........................................................................................ 1.................................................................... 2 () ..................................................................... 2 () ..................................................................... 4 () ............................. 5.................................................................... 7 () ................................................................. 7 () Innosight .............. 10 () Alexander ............................. 10...................................................................................... 12...................................................................................... 12.......................................................................... 12 ()(Value Proposition, VP)...................................................... 13 ()(Target Customer Segments, CS) ....................................... 13 ()(Channels, CH) ................................................................... 13 ()(Customer Relationships, CR) ............................................ 13 () (Key Partners,KP ) ............................................................ 13 ()(Key Activities, KA) ............................................................. 13 ()(Key Resources, KR) ........................................................... 13 ()(Cost Structure, C$) ........................................................... 13 ()(Revenue Streams, R$) ...................................................... 13.................................................. 14.......................................................................... 14...................................................................................................... 19...................................................................................... 19.............................................................................................. 20 ()1-0 ............................................................. 20 ()1-1 ............................................................. 24 ()1-2 ............................................................................. 27 1 3. ()1-3 ......................................................... 33 ()1-4 ......................................................... 40 ()1-5 ......................................................... 41.................................................................................. 46 () ........................................................................................... 46 () ........................................................................................... 46 .............................................................. 46...................................................................................... 48...................................................................... 48.............................................................................................. 49 ()2-1 ............................................................................. 49 ()2-2 ............................................................................. 50 ()2-3 ............................................................................. 51 ()2-4 ............................................................................. 52 ()2-5 ................................................................. 54.............................................................................................. 55--Made.com .......................................................................... 55.......................................................................... 57.......................................................... 57.............................................................................................. 58 ()3-1 ..................................................... 58 ()3-2 ..................................................................... 59 ()3-3 ............................................. 63 ()3-4 ................................................................. 64 ()3-5 ......................................................................... 67.................................................................................. 68 () ........................................................................................... 68 () ........................................................................................... 68--iSongnify ............................................................................ 68.......................................................................................................... 71.......................................................................................... 71.............................................................................................. 72 ()4-1 ............................................................................. 72 2 4. ()4-2 ................................................. 75()4-3 ............................................................................. 76 .............................................................................................. 76 .............................................................................................. 76...................................................................................... 77 ...................................................................................... 77 ...................................................... 77 .................................................................. 77(): .......................................................... 77(): .............. 79(): CRM ....................................... 79(): .................. 80.................................................................................................. 81.............................................................................. 84 .......................................................................................... 84 .......................................................................................... 84 .......................................................................................... 85.......................................................................................... 86...................................................................................... 87...................................................................... 88.......................................................................................... 90...................................................................................................................... 94 ...................................................................................................... 94 ...................................................................................................... 95 3 5. 1 ............................................. 3 2 ......................................................................... 5 3 Innosight ............................................................................ 10 4 Innosight ............................................................................ 10 5 ................................................................................ 12 6 ....................................................................... 12 7 ................................................................................... 17 8 ................................................................... 22 9 ....................................................................... 23 10 ..................................................................... 23 11 ................................... 24 12 ............................................................................. 28 13 ...................................................................... 30 14 .......................................................................... 31 15 .................................................................. 32 16 ............................................................................. 34 17 ................................................................................................. 35 18 ..................................................................................... 39 19 ..................................................................................... 41 20 ..................................................................... 41 21 ............................................. 43 22 ................................................ 45 23 ..................................................................................... 58 24 ............................................................................. 60 25 ......................................................................... 61 26 ......................................................................... 65 27 ................................................................................. 66 28 (Business Case) ....................................................... 66 29 .......................................................................... 67 30 () ......................................................... 754 6. 1 .......................................................................... 6 2 .............................................................. 7 3 ................................ 14 4 .................................................................... 16 5 ............................................................................... 17 6 ....................................................................... 24 7 .................................................................................... 28 8 ....................................................................... 30 9 ................................................................ 32 10 .......................................................................... 36 11 ...................................................................... 36 12 ................................................................................. 38 13 ..................................................................................... 38 14 ...................................................................................... 40 15 ............................................. 43 16 ............................................................................. 43 17 ...................................................................... 44 18 ................................................................. 47 19 .............................................................................. 51 20 Made.com ........................................................................ 56 21 ......................................................................... 59 22 ..................................................................... 61 23 ..................................................................... 62 24 .................................................................. 63 25 .............................................................................. 64 26 ................................................................................. 64 27 iSongnify () ....................................................... 70 28 ..................................................................................... 72 29 .............................................. 73 30 ...................................................................... 785 7. OEM 2012 8 2012 10 1 8. () 1. (1). B2B LED Delta B2C -- -- -- (2). 10 13%~15% 2006 90 2007 161 (3). 2 9. 2007 (4). 2. 2005 50% IBM 2006 1 1 3 10. IBM Global CEO Study 2006 IBM 2008 2/3 () 1. 90 50 90 1:(1). Business Model 2008 1 Business ModelCompetitive Advantage (2). Business Model Innosight 1Innosight 4 11. 2 2. 3. 4. //// 5. ////() 5 12. 1 No/Monitor has developed twocritical diagnostic toolswhich provide these Doblin insights: The Ten Types of1 Innovation and Economic Monitor Value Estimation (EVE).http://www.doblin.com/ Warton business (https://mgmt.wharton.upe2nn.edu/profiles/?id=1301#p school Raffi Amitp) 3 ()Christensen Innosight LLC 4 Alexander & Yves Alexander Pigneur5 (Business Model Generation) Innosight Alexander 6 13. () 2 Alexander & Yves PigneurInnosight LLC (Business Model Innovation)(Business Model Generation) 1. Alexander Clayton Christensen 2.:Alexander Osterwalder ()Innosight Yves Pigneur () 400 1.() 1.Innosight 2. B2C (CVP) 3. 1. CVP 4.2.2.Alexander 5.(Job) Business Model Generation, 2010, John Wiley &SonsInnosight ( 2012 11 )Singapore TMG, India VillageInnosight ,LaundryUSA P&G Align, South Korea 2 Alexander Contented Innosight Alexander 7 14. 1. 2.Innosight Alexander 3. : M.J.Alexander 1.Mark ,: 2.Mark (1)(Value Proposition, VP) (2)(Target Customer Segments, CS) Alexander (3)(Channels, CH) (1)(Customer Value (4)(Customer Relationships, CR) Proposition)+ (5)(Key Partners,KP)(2)(Key Activity) (6)(Key Activities, KA) +(3)(Key Process) (7)(Key Resources, KR) (4)(Profit Formula) (8)(Cost Structure, C$) (9)(Revenue Streams, R$) 1.Market Discovery 1.Mobilize1 2.Blueprinting 2.Understand3.Prototyping &Piloting3.Design2. Alexander 8 15. 4.Scaling4.Implement 5.Manage 1.2.3.4. 1.Customer insight5.2.ideation6.3.Visual thinking7.4. Prototyping8. 5 5.Storytelling9.6.Scenarios10.11.12.Prototype 9 16. () Innosight 1. Innosight sight Innosight 2.Innosight Innosight Chotukoo ( ( ) ) iTwin 3 Innosight 3.Innosight Innosight Innosight 4 Innosight () Alexander Innosight 10 17. Alexander Innosight Alexander 11 18. Business Model GenerationBusiness Generation Alexander Osterwalder 1) 2) 3) 4)4) 5 Alexander Osterwalder 6 12 19. ()(Value Proposition, VP)) ,, ?()(Target Customer Segments, CS) , (Market Segmentation)()(Channels, CH) ()(Customer Relationships, CR) () (Key Partners,KP )) (Business Alliances)()(Key Activities, KA)) ()(Key Resources, KR)) ()(Cost Structure, C$)) ()(Revenue Streams, R$)) (Revenue Flow) 2012 13 20. R&D // Innosight 1. 3 (Step) (Process) (Tool) (Output) 1-0 (Business Model Canvas) 1-1 1-2 (Select Target Group) Step 1.(Market Discovery)1-3 (Job to (Identify Job to be done)be done) Empathy Map 1-4 5 (Collect Job to be(5 Whys) done) 1-5 (The (Evaluate Job to be Jobs-Opportunity (Jobs to be done) Equation)done) 2-1 Step 2.(Define Value Proposition) (Blueprinting)2-2 21. 2-3 (offering) 2-4 2-5 3-1 3-2 3-3 Step 3. (Napkin)(Prototyping and Piloting) (Business Model 3-4 Canvas) (Business Case) (Field Test) 3-5 4-1 Step 4. (Scaling) 4-2 4-3 KPI (Metric) KPI Innosight 15 22. 2. 4 .. 1. ( ) 2. 3. 4. 3. 4. (1) 50 23. (2) 7 (3) 5 No.Amazon Web1 Service B2B2 Cemex 23andMe 3 B2C DNA 17 24. No. Xerox 4 /Hilti 5 ~18 25. (Goal)(Process) (Tool) (Output) 1-0 (Business Model Canvas) 1-1 1-2 (Select Target Group) 1-3 (Identify Job to(Job to be done) be done)1-4 5 (5 Whys) (Collect Job to be done) 1-5 (The Jobs-Opportunity (Jobs to (Evaluate Job to be done) Equation)be done) 26. ()1-0 1. (1). (Understand Current Business Model) (2). (Common Language) 2. (Visual Thinking) (understand the essence) (Enhance Dialogue) (Explore Ideas) (Improve Communication) 3. (Business Model Canvas) 27. 4. KP KA VP CR CS ( ) KR CH C$ R$ 2 /// // /5. (1). (2). VP CRB2B 21 28. Startup / / 8 (CS) OBM,ODM LED OBMLED%%% %%% 22 29. 9 http://worksearch20.squarespace.com/ http://worksearch20.squarespace.com/ 10 23 30. 11 http://chichinliu.blogspot.tw/2011/09/blog post.htmlhttp://chichinliu.blogspot.tw/2011/09/blog-post.html ()1-1 1. 2. Rita McGrath IBM 6 24 31. A,B,CD,E,F / /, USPS (US Postal Service) ?Businessweek20115 USPSe-mailUSPS 25 32. cost down IBM Rita McGrath3. 26 33. 4. 5. ()1-2 1. 2. (1). (Profit Design)(Profit design)JMA Consultants Inc. (2). (Disruptive Innovation) 27 34. 12 2012 (3). 7 //Nano No.1 (Wealth) ChotuKo ol / 28 35. No.2 MicrosoftQuickExcelbook(Skill) Mp3 Player iPod No.3 ( Netflix )P&G(Access) Tide // No.4(F100)Wii (Time) Wii 3. (1). 29 36. 13 (2). (Access) 8 Mapping 8 (Primary Job) ()() ()()() ()()30 37. (Primary Job) () ()() ( ) (3). : 14 31 38. ( Lock-in Effect) 15 (4). 4. 9 KP ()KA()VP()CR() CS() KR()CH() C$() R$()32 39. ()1-3 1. 2. (1). @#$%^&*1. 2. / 33 40. (2). (Job to be done) Theodore Levitt ! 16 2011 / 34 41. (Functional) (Functional) (Social)(Emotional) (Emotional) : :--- :--- 17 3. Innosight (B2C)(B2B)(1). (B2C) 35 42. App 10 No. 1 (Primary User) app 2 (SecondaryX () User) 3 (Payers) 4 (Competitors) X () 5 (OtherX () service providers) 6 (Policy X () Maker) 7 (Channel)X () 11 1. 36 43. 2. 3. +4. 5. +(CIID) ( ) ( ) ( ) (_____,) ( ) ( ) ( x y )2(Laddering) 5 why 2(Laddering)-, 37 44. 12 // (CIID) 13 (,) (Soft laddering)(Hard laddering) 38 45. P&G (Tide) (Tide) P&G P&G P&G 18 (2). (B2B)B2B B2B 39 46. 4. (Job to be done)KP()KA()VP() CR() CS() (Job to bedone) KR() CH C$() R$()()1-4 1. 2. 3. (Job to be done Tree) why 14 40 47. 4. 19 2011 ()1-5 1. (Job(Job to be done)done) (Jobs) 2. (1). 20 41 48. (2). ( ) Enrico Fermi 1938 1. 2. 3. 50 1 200 1 400 25 38 3000 3300 (3). (TAM)(SAM)(TM) TAM (Target Market) 42 49. 21 15 TAM (Total Available LED Market)SAM LED (Served Available(Living LED)Market) () TM (Target Market) arket) LED 3. (The Job-Opportunity Equation) Opportunity Equation)(+)*= 16 43 50. 17 1.2.3.4.5.(1 ~5 )(1 ~5 )(1 5 )(+)*( 2 ~50 ) 44 51. 22 1. 5 454512. 3 521633. 4 43242 4. (Jobs to be done)(Jobs done)45 52. KP()KA() VP() CR() CS() (Job to be done) KR()CH() Ex. C$()R$()()1. 2. Job to be done () () 46 53. 18 -- vs () ( 20 ) () ( 4 ) 2012/04/0647 54. (Goal)(Process) (Tool) (Output)2-1 (Define Value Proposition) 2-2 2-3 (offering)2-4 2-5 48 55. ()2-1 1. / 2. (1). (Value Proposition) B2C B2B B2B B2C B2CB2B B2B (2). (Brain Storming) Deferment of Judgment Quantity Breads Qualityextended search 3. 49 56. 4. KP()KA() VP() CR() CS() (Job to be done) KR()CH() (Value Proposition)C$()R$()()2-2 1. 2. 3 50 57. 3. 19 No. 1 1 2 2 3 3 (1 ~5 ) (1 ~5 ) (1 5 ) ** ( 1 ~125 )4. KP() KA()VP() CR() CS() (Job to be done) KR()(Value CH() Proposition)C$()R$()()2-3 1. 51 58. 2. ( 2-1 )3. ( 2-1 )4. (/)KP()KA() VP() CR() CS() (Job to be done) KR() (Value CH() Proposition) // (Offering)C$()R$()()2-4 1. 2. (1). (2). =* 52 59. (Premium Businee Model) ( 1-5)3. (1). (2). 4P 4P . 1 P (Population) () 2 P (Penetration) 3 P (Price) () 4 P (Purchase Frequency) ()(3). 53 60. 4. KP()KA() VP() CR() CS() (Job to be done) KR() (Value CH() Proposition) // (Offering)C$()R$()()2-5 1. 2. ( 2-4 )3. (1). / (2). /? 54 61. ? IT 4. KP()KA() VP() CR() CS() (Job to be done) ( Value Proposition)KR()CH()(Product)C$()R$() --Made.com (1),(2),(3) Verdict 260 5.8% 80% 6~10 Made.com 55 62. 2009 290 Made.com Made.com 20 Made.com KPKA VP CRCS1.1. (community) 2. 2.3.4.Venture capital KRCH1.Made.com C$ R$1.()1.2.3. Made.com Review Made.com () made.com 20 5% groupon Made.com UPS 3 56 63. (Goal) (Process) (Tool) (Output) 3-1 3-2 3-3 (Napkin) (Business Model 3-4 Canvas) (Business Case) (Field Test) 3-5 57 64. ()3-1 1. 2. (Emergent Strategy) Robert Burgleman BurglemanHenry Mintzberg 1) 1), 2) ,3),4) 23 2011 Innosight 58 65. 3. (Specific)(Singular)(Simple) 3~5 4. iSongnify 21 KP KA VP CR 1CS 1 2 2 3 KR CH C$ R$ 1 2()3-2 1. 2. (1). : 59 66. 24 2012 (2). 60 67. 25 2012 3. 22 1 C$ 2 1 CH 2 1 KP 2 1 KA 2 1 VP 261 68. 1 CR 2 1 CS 2 1 KR 2 1 R$ 24. 23 C$ 1 HL 1 LL CHHH 2 1 HH KPLL 2 1 LM KAML 2 1 ML VPLL 2 1 LLHL CR 2 HM 3 1 LM CSMM 2 1 LL KRLL 2 1 ML R$ML 262 69. ()3-3 1. 2. 3. (1). 24 (Opportunity(Quick hit feasibility) (Usage Based Tests) (Transaction (Operational Validation) Based Tests) Pilots) (Customer (Reverse-engineered (Co-Design Sessions) (War Games) Observations) financials) (Small-base(