슬라이드 1
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![] Business Model](/docs-images/91/105246646/images/1-1.jpg "Generation 2013.")
1 [ 시니어전문강사및컨설턴트창업하기 ] Business Model Generation ( 목 )
2 Contents 1. Course Outline Business Model의정의 Visioning Framework Business Model Canvas The 9Building Blocks 5. Patterns Copyright by Global Open Partners, Inc. All rights reserved. 2
3 1. Business Model Generation Workshop Course Outline Course Outline 10:00 AM 12:00 13:00 PM 18:00 Opening Introduction Business Model Thinking Small group Sharing Idea Plenary Session Wrap up Welcoming 참가자자기소개 BMG Orientation - What is a BMG. - Course Outline Grouping Understanding BMG 9 Building Blocks The Canvas Visual Thinking Basic Drawing Visual Library Innovation Personal Canvas Biz Model 개인별작성 그룹토의 각자의 Biz Model 을바탕으로팀별동종업종공통관심사도출 Large Canvas 우리팀의 Biz Model 완성 팀별 Canvas 발표 Gallery walk Comments & suggestions Review BMG overview Copyright by Global Open Partners, Inc. All rights reserved. 3
4 2. Business Model 의정의 Business Model 이란 기업이제공하는가치의포착, 창조, 전파하는방법의논리적설명 조직구조, 프로세스, 시스템을통해실현시킬수있는전략적청사진 A One-Page Method for Reinventing Your Business model. Copyright by Global Open Partners, Inc. All rights reserved. 4
5 2. Business Model 의정의 Business Model 이란 A business model describes the rationale of how an organization creates, delivers, and captures value. A One-Page Method for Reinventing Your Business model. How do you imagine your organization s business model might look two, five, or ten years from now? Will you be among the dominant players? Will you face competitors brandishing formidable new business models? Copyright by Global Open Partners, Inc. All rights reserved. 5
6 3. Visioning Framework Visioning Framework Mission Domain 조직문화비전 사업구조비전 경영기능비전 외부환경분석 내부역량분석 중장기사업계획 단기사업계획 변화관리 경영혁신 Copyright by Global Open Partners, Inc. All rights reserved. 6
7 3. Visioning Framework Mission Mission 체계 Copyright by Global Open Partners, Inc. All rights reserved. 7
8 3. Visioning Framework Domain 자사가지향하는사업영역, 존재의의나제공하는가치등을한마디로표현한것 ( 생존영역이라고불려짐 ) 갖추어야할조건 사업전개방향이알기쉽고간단하게표현되어있어야한다 고정적인것이아니라여러가지를포괄할수있는유연성이있어야한다 자사가제공하는진정한가치찾기 자사가사회에제공해온진정한가치와고객의요구에부응하는가치가무엇인가를생각하면서 현재의사업정의를보다상위개념화 추상화하는것 도메인이란장차어디에경영자원을집중하고어떤사업을하는기업이되고자 하는가를즉, 조직의전략을내외에전달하는것 Copyright by Global Open Partners, Inc. All rights reserved. 8
9 3. Visioning Framework Domain 도메인만들기 ( 검토를위한전제 ) 하고싶은일 이나 있어야할모습 을검토한가이드라인을토대로다음의내용을토론을거쳐 자사가제공할가치를만들어나간다 사회변화방향 현사업, 신규사업방향과전개가능성 지금까지의사업변천과그속에서본자사가제공한가치, 자사기능, 고객, 시장, 정보, 기술, 원재료, 거래처, 지역등 우량기업도메인 가이드라인 도메인만들기는지금까지자사가해왔던사업이어떻게변해왔는가를 검토하는것이중요 Copyright by Global Open Partners, Inc. All rights reserved. 9
10 3. Visioning Framework Domain 도메인만들때주의해야할사항은 자사가과거부터현재에이르기까지실행해온사업의영역에서크게벗어나서는성립될수없다는점과, 만약가능하다고해도말장난에지나지않아회사구성원의지침서역할을할수없다 따라서자사가제공하는가치에대해철두철미하게토론을반복해야함 제품 서비스의실체와그가치를어떻게추상화하면서개념의테두리를넓히는가가중요함예 ) 철도사업 수송업영화 오락업 (Entertainment) 등으로 진정으로고객에게부응하는가치를찾아내어보다구체화되고실질적인개념으로만드는것 Copyright by Global Open Partners, Inc. All rights reserved. 10
11 3. Visioning Framework Domain 꿈의사회의 6 대감성시장 1. 모험판매시장 : Adventures for Sale 2. 연대감, 친밀감, 우정, 사랑을위한시장 : Market for Togetherness, Friendship, and Love 3. 관심의시장 : Market for Care 4. 나는누구인가 시장 : Who-Am-I Market 5. 마음의평안을위한시장 : Market for Peace of Mind 6. 신념을위한시장 : Market for Convictions 롤프옌센 : 코펜하겐 ( 덴마크 ) 미래학연구소장 Copyright by Global Open Partners, Inc. All rights reserved. 11
12 3. Visioning Framework Domain Worksheet Mission 도메인구상 시장 ( 고객 ) Who 고객기능 ( 고객의요구 ) What 기술 ( 중핵이되는기술 ) How Copyright by Global Open Partners, Inc. All rights reserved. 12
13 3. Visioning Framework 사업비전 사업비전만들기 - 장기수치목표설정 (Worksheet) 단위 : 억원, % No 항목현재 (2013) Gap 비전 (2020) Remark 1 매출액 2 매출총이익률 3 영업이익률 4 경상이익률 5 시장점유율 6 신사업비율 7 해외사업비율 8 인원규모 ( 명 ) 9 투자규모 (R&D 포함 ) Copyright by Global Open Partners, Inc. All rights reserved. 13
14 3. Visioning Framework 사업비전 비전 / 전략체계 (Worksheet) Mission Domain 사업규모 회사종합전략 사업구분 기존사업 신규사업 사업사업사업 사업단위별기본전략 매출액 비율 기본전략 Copyright by Global Open Partners, Inc. All rights reserved. 14
15 4. Business Model Canvas The 9 building Blocks The 9 building blocks Copyright by Global Open Partners, Inc. All rights reserved. 15
16 4. Business Model Canvas The 9 building Blocks The 9 building blocks KA Key Activities 4 CR Customer Relationships KP Key Partners CS Customer Segments 6 3 VP Value Propositions KR Key Resources 9 5 CH Channels C$ Cost Structure R$ Revenue Streams Copyright by Global Open Partners, Inc. All rights reserved. 16
17 4. Business Model Canvas The 9 building Blocks 상상과혁신, 가능성이폭발하는신개념의미래 Business 발상법 Copyright by Global Open Partners, Inc. All rights reserved. 17
18 4. Business Model Canvas The 9 building Blocks Business Model Canvas 8 Key Partnerships 7 Key Activities 6 Key Resources 2 Value Propositions 4 Customer Relationships 3 Channels 1 Customer Segments 9 Cost Structure 5 Revenue Streams Copyright by Global Open Partners, Inc. All rights reserved. 18
19 4. Business Model Canvas The 9 building Blocks Four main areas of business Infrastructure Offers Customers Financial Copyright by Global Open Partners, Inc. All rights reserved. 19
20 4. Business Model Canvas The 9 building Blocks Business Model Canvas KP Key Partnerships Some activities are outsourced and some resources are acquired outside the enterprise. KA Key Activities by performing a number of key activities. KR Key Resources Key resources are the assets required to offer and deliver the previously described elements VP Value Propositions It seeks to solve customer problems and satisfy customer needs with value propositions. CR Customer Relationships Customer relationships are established and maintained with each customer segment. CH Channels Value propositions are delivered to customers through communication, distribution, and sales channel. CS Customer Segments An organization serves one or several customer segments. C$ Cost Structure The business model elements result in the cost structure. R$ Revenue Streams Revenue streams result from value propositions successfully offered to customers. Copyright by Global Open Partners, Inc. All rights reserved. 20
21 4. Business Model Canvas The 9 building Blocks The 9 building blocks Customer Segments The customer segments building block defines the different groups of people or organizations an enterprise aims to reach and serve Value Propositions The value propositions building block describes the bundle of products and services that create value for a specific customer segment Channels The channels building block describes how a company communicates with and reaches its customer segments to deliver a value proposition Customer Relationships The customer relationships building block describes the types of relationships a company establishes with specific customer segments Revenue Streams The revenue streams building block represents the cash a company generates from each customer segment(cost must be subtracted from revenues to create earnings) Key Resources The key resources building block describes the most important assets required to make a business model work Key Activities The key activities building block describes the most important things a company must do to make its business model work Key Partnerships The key partnerships building block describes the network of suppliers and partners that make the business model work Cost Structure The cost structure describes all cost incurred to operate a business model Copyright by Global Open Partners, Inc. All rights reserved. 21
22 4. Business Model Canvas The 9 building Blocks 1) Customer Segments Copyright by Global Open Partners, Inc. All rights reserved. 22
23 4. Business Model Canvas The 9 building Blocks 1) Customer Segments Definition : 기업이제각기얼마나상이한유형의사람들혹은조직을겨냥하는지를규정 고객을다음의기준에따라분류하면세그먼트를명확히할수있다. 해당고객의요구가전혀다른서비스나상품을필요로한다. 해당고객에게접근하는유통채널이다르다. 전혀다른유형의고객관계를필요로한다. 수익성에있어서현저한차이가있다. 다른형태의상품을제공해도기꺼이대가를지불할의사가있다. Copyright by Global Open Partners, Inc. All rights reserved. 23
24 4. Business Model Canvas The 9 building Blocks 1) Customer Segments 누구를위해가치를창조해야하는가? 누가우리의가장중요한고객인가? 다양한유형의고객세그먼트 Mass Market : 고객세그먼트를구분할필요가없다.( 예 : 가전분야 ) Niche Market : 자동차부품공급자들은메이저자동차생산업체 ( 바이어 ) 의구매에전적으로의존 세그먼트가명확히이루어진시장 : ( 그레딧스위스은행 ) 10만달러미만의고객층과 50만달러이상의고객층두종류의타깃그룹을동시상대 복합적인세그먼트가혼재돼있는시장 : ( 아마존닷컴 ) 의다각화전략 IT인프라를바탕으로소매비즈니스 클라우드컴퓨팅 멀티사이드시장 : ( 신용카드회사, 무료신문 ) 신용카드사용개인고객과신용카드영업점고객, 많은독자층과광고주 Copyright by Global Open Partners, Inc. All rights reserved. 24
25 4. Business Model Canvas The 9 building Blocks 2) Value Proposition Copyright by Global Open Partners, Inc. All rights reserved. 25
26 4. Business Model Canvas The 9 building Blocks 2) Value Proposition Definition : 특정한 Customer Segments 가필요로하는가치를창조하기위한상품이나서비스의조합 특정고객세그먼트가필요로하는가치를창조하려면, 해당세그먼트의니즈에부합하는명확한요소들의조합이라야한다. 새로움 (Newness) : 이전까지는아무도제시하지않았기때문에필요성을느끼지못했지만, 전적으로새로운니즈를찾아내충족시켜주는가치제안 ( 휴대전화, 윤리적투자펀드상품 ) 퍼포먼스 (Performance) : 제품 / 서비스의성능을향상시키는일역시가치창조의 전형적방법 (PC분야) 커스터마이징 (Customizing) : 제품 / 서비스를개별고객이나세그먼트의특화된요구에딱맞춤으로써새로운가치를창조할수도있다. (Mass customizing, Co-creation) 무언가를 되게 만드는것 ( Getting the job done ) : 고객이무언가를수행하는것을돕는것 ( 롤스로이스 ) 디자인 (Design) : 디자인이우수하면제품은단연돋보인다. ( 패션, 가전분야 ) Copyright by Global Open Partners, Inc. All rights reserved. 26
27 4. Business Model Canvas The 9 building Blocks 2) Value Proposition 브랜드지위 (Brand/Status) : 고객들은특정브랜드를사용하고보여주는단순한행동에서가치를발견한다. ( 롤렉스시계 ) 가격 (Price) : 비슷한가치를저가로제공하는것 ( 저가항공사, 타타의나노자동차, 무료신문등 ) 비용절감 (Cost Reduction) : 고객들이비용을절감하도록도움으로써가치를만들어낸다. (Salesforce.com) 리스크절감 (Risk Reduction) : 고객들이상품 / 서비스를구매할때중요하게생각하는것중하나가리스크 (1년무상서비스 ) 접근성 (Accessibility) : 접근하기쉽지않았던상품이나서비스를제공하는것 (Netjets : 렌터카개념의제트기임대, Mutual fund : 보통사람도다양한투자포트폴리오구성 ) 편리성 / 유용성 (Convenience/Usability) : 좀더편리하거나쉽게사용할수있도록하는것 ( 소리바다 : 디지털음악의검색, 구매, 다운로드, 감상등편의성제공 ) Copyright by Global Open Partners, Inc. All rights reserved. 27
28 4. Business Model Canvas The 9 building Blocks 3) Channels Copyright by Global Open Partners, Inc. All rights reserved. 28
29 4. Business Model Canvas The 9 building Blocks 3) Channels Definition : 기업이 Customer Segments 에게가치를제공하기위해커뮤니케이션을하고상품이나서비스를전달하는방법 Channel 은고객경험에매우지대한영향을미치는접촉수단이다. (Communication, 물류, 판매채널등기업과고객의 interface 전반 ) 각각의고객세그먼트는어떤채널을통해서자신에게가치가전달되기를원하는가? 우리는그들에게어떻게다가가는가? 채널은어떤기준으로통합되어있는가? 어느채널이가장효과적인가? 어느채널이가장비용효과적인가? 채널과고객을위한업무는제대로통합되어있는가? Copyright by Global Open Partners, Inc. All rights reserved. 29
30 4. Business Model Canvas The 9 building Blocks 3) Channels Channel 을구성하는다섯가지구성요소 채널유형 채널요소 직영 직접 영업부서 Web site 직영매장 1. 이해도상품이나서비스에대한고객의이해도를어떻게끌어올릴것인가? 2. 평가고객이가치제안을제대로평가할수있도록어떻게도울것인가? 3. 구매어떻게하면고객이더욱원활하게상품이나서비스를구매하게할것인가? 4. 전달어떤방법으로고객에게가치제안을전달할것인가? 5. 판매이후구매고객을어떻게지원할것인가? 파트너 간접 파트너매장 도매상 Copyright by Global Open Partners, Inc. All rights reserved. 30
31 4. Business Model Canvas The 9 building Blocks 4) Customer Relationships Copyright by Global Open Partners, Inc. All rights reserved. 31
32 4. Business Model Canvas The 9 building Blocks 4) Customer Relationships Definition : 특정한 Customer Segments 와어떤형태의관계를맺을것인가에대한의미 고객관계의중요성 : 고객확보, 고객유지, 판매촉진 각각의고객세그먼트는어떤방식의고객관계가만들어지고유지되기를원하는가? 우리는어떤고객관계를확립했는가? 비용은얼마나드는가? 다른비즈니스모델상의요소들과는어떻게통합되는가? 어느채널이가장비용효율적인가? 채널과고객을위한업무는제대로통합되어있는가? Copyright by Global Open Partners, Inc. All rights reserved. 32
33 4. Business Model Canvas The 9 building Blocks 4) Customer Relationships 개별어시스트 (Personal assistance) : 사람이직접하는상호교류가필요한방식 ( 롤렉스시계 ) 판매시또는구매후고객에게직접적으로도움을주도록담당자가응대 ( 판매원, 콜센터, 이메일 ) 매우헌신적인개별어시스트 (Dedicated personal assistance) : 고객별로전담인력을두어헌신적으로응대하는방식. 가장깊고친밀한형태의관계. 장기간유지 -Private baning, wrap accounting, VVIP marketing 셀프서비스 (Self-service) : 고객들과직접적인관계를유지하지않음. 고객스스로니즈를해결하도록모든수단을제공 자동화서비스 (Automated services) : 섬세한셀프서비스방식과자동화프로세스를혼합한것 - 온라인프로파일을통해맞춤형서비스제공, 개별고객특징을인식해주문할수있도록하거나거래관련정보제공 ( 인터넷뱅킹, 폰뱅킹..) 취향별도서나영화추천서비스 커뮤니티 (Communities) : 기존고객이나잠재고객과밀접한관계형성방법 (User communities) - 온라인커뮤니티를이용해지식을교환하고, 서로의문제를해결해주는데도움을준다.( 카페 ) 코크리에이션 (Co-creation) : 고객과함께가치를창조하기위해전통적고객-벤더관계극복 - 고객이창조해낸리뷰를통해다른독자들에게필요한가치를창출 ( 대형서점, 유튜브 ) Copyright by Global Open Partners, Inc. All rights reserved. 33
34 4. Business Model Canvas The 9 building Blocks 5) Revenue Streams Copyright by Global Open Partners, Inc. All rights reserved. 34
35 4. Business Model Canvas The 9 building Blocks 5) Revenue Streams Definition : 기업이 Customer Segments 로부터창출하는현금을의미한의미 비즈니스모델에는두가지형태의수익원이포함된다. 1. 고객의 1회지출로부터유발되는수익 2. 고객에게가치를전달하거나구매후고객을지원하는데따른연속적인지출로부터유발되는반복적수익 고객들은어떤가치를위해기꺼이돈을지불하는가? 현재무엇을위해돈을지불하고있으며, 어떻게지불하고있는가? 고객들은어떻게지불하고싶어하는가? 각각의수익원은전체수익에얼마나기여하는가? 채널과고객을위한업무는제대로통합되어있는가? Copyright by Global Open Partners, Inc. All rights reserved. 35
36 4. Business Model Canvas The 9 building Blocks 5) Revenue Streams 물품판매 (Asset sale) : 전통적으로가장일반화된수익원으로, 자사보유의물리적상품의소유권을판매하는것 이용료 (Usage fee) : 특정한서비스를이용하게함으로써발생하는수익원으로, 더많이이용하면더많은돈을지불한다. - 통신사, 호텔, 택배회사 ( 배달건별요금 ) 가입비 (Subscription fees) : 서비스에대한지속적인이용권한을판매함으로써수익을창출. - 헬스클럽, 인터넷게임등의월이용료, 소리바다의이용료또는가입비 대여료 / 임대료 (Lending/Renting/Leasing) : 특정한자산을일정기간이용할수있는권리를주는대가로받는수수료. 대여자는반복적인수입을얻는이점이있다. - Rent-a-car, 오피스텔임대, 웅진코웨이 라이센싱 (Licensing) : 고객들에게지적재산권의사용을허가한후사용료를받음으로써창출된다. - 컨텐츠미디어사업, 기술분야특허권, 심리검사 중개수수료 (Brokerage fees) : 둘또는그이상의당사자들을대신해서매개역할을해주는서비스 - 신용카드회사, 부동산중개업 광고 (Advertising) : 특정한상품이나서비스, 브랜드광고비에서창출 - 광고회사, 행사기획사업, 인터넷포털 Copyright by Global Open Partners, Inc. All rights reserved. 36
37 4. Business Model Canvas The 9 building Blocks 5) Revenue Streams Pricing Mechanisms Fixed Menu Pricing 정적변수에따라가격미리결정 Dynamic Pricing 시장상황에따라가격이변화한다 정가 (List price) 개별상품이나서비스, 제공가치별로정해진고정된가격 협상혹은흥정 (Negotiation) 당사자들의협상력이나협상기술에따라가격이결정됨 제품특징의존적 (Product feature dependent) 어떤가치를제안하느냐혹은품질등에따라가격이결정됨 Yield Management 재고량혹은구매시기에따라가격이결정됨 ( 호텔객실, 항공권등소멸성상품에적용 ) 고객세그먼트의존적 (Customer segment dependent) 고객세분화의형태나특징에따라가격이결정됨 Real Time Market 공급과수요변동에따라가격이결정됨 물량의존적 (Volume dependent) 구매량에따라가격이결정됨 경매 (Auction) 경쟁입찰의결과에따라가격이결정됨 Yield Management : 1970 년대미항공산업규제완화법제정각각의할인에따라각각의판매율이어떻게수익을내는지관리하는기법 Copyright by Global Open Partners, Inc. All rights reserved. 37
38 4. Business Model Canvas The 9 building Blocks 6) Key Resources Copyright by Global Open Partners, Inc. All rights reserved. 38
39 4. Business Model Canvas The 9 building Blocks 6) Key Resources Definition : 기업의비즈니스를원활히수행하는데가장필요한중요자산을의미 비즈니스모델의유형에따라핵심자원은상이하다. 마이크로칩생산자에게는자본집약적생산시설, 마이크로칩설계자에게는인적자원이핵심자원. 물리적자원, 재무적자원, 지적자원, 인적자원, 소유 VS 리스 우리의제공가치는어떤핵심자원을필요로하는가? 공급채널을위해서는어떤자원이필요한가? 고객관계를위해서는, 수익원을위해서는, 어떤자원이필요한가? Copyright by Global Open Partners, Inc. All rights reserved. 39
40 4. Business Model Canvas The 9 building Blocks 6) Key Resources 물적자원 (Physical) : 생산시설, 건물, 자동차, 기계, 시스템, 판매시스템, 물류네트워크등 지적자원 (Intellectual) : 브랜드, 독점지식, 특허나저작권, 파트너십, 고객데이터베이스등 인적자원 (Human) : 모든조직에서인적자원이중요하지만특히이자원이두드러지는비즈니스모델은지식집약적이고창조적사업분야이다. 제약회사는경험이풍부한과학자집단과숙련된대규모영업팀을기반으로인적자원에크게의존한다. 재무자원 (Financial) : 비즈니스모델에따라현금이나신용한도, 핵심인력을유인하기위한스톡옵션등재무적자원이나보장이필요하다. Copyright by Global Open Partners, Inc. All rights reserved. 40
41 4. Business Model Canvas The 9 building Blocks 7) Key Activities Copyright by Global Open Partners, Inc. All rights reserved. 41
42 4. Business Model Canvas The 9 building Blocks 7) Key Activities Definition : 기업의비즈니스를제대로영위해나가기위해서꼭해야하는중요한일을의미 비즈니스모델의유형에따라핵심활동은상이하다. MS 는소프트웨어개발, PC 제조업 DELL 은공급망관리, 컨설팅회사맥킨지는기업의문제해결이핵심활동이다. 우리의제공가치는어떤핵심활동을필요로하는가? 공급채널을위해서는어떤활동이필요한가? 고객관계를위해서는, 수익원을위해서는, 어떤활동이필요한가? Copyright by Global Open Partners, Inc. All rights reserved. 42
43 4. Business Model Canvas The 9 building Blocks 7) Key Activities 생산 (Production) : 우수품질의제품설계, 제조, 운송등생산활동은제조업에서가장큰비중. 문제해결 (Problem solving) : 컨설팅회사, 병원, 기타서비스조직의경영을위해서는 문제해결 이라는활동이가장중요하다. 지식관리, 훈련등도필요한활동이다. 플랫폼 / 네트워크 (Platform/Network) : 네트워크와중개 (matchmaking) 플랫폼, 소프트웨어, 브랜드도플랫폼의기능을할수있다. - ebay비즈니스모델은이기업의플랫폼인 ebay.com을지속개발하고유지하는데초점을맞춘다. - VISA의비즈모델은매장, 고객, 은행을위한 transaction platform과관련된활동을필요로한다. - MS는윈도우라는 OS platform뿐만아니라다른공급자들의소프트웨어와의인터페이스관리활동을포함한다. Copyright by Global Open Partners, Inc. All rights reserved. 43
44 4. Business Model Canvas The 9 building Blocks 8) Key Partnerships Copyright by Global Open Partners, Inc. All rights reserved. 44
45 4. Business Model Canvas The 9 building Blocks 8) Key Partnerships Definition : 기업비즈니스를원활히작동시켜줄수있는 공급자 - 파트너 간의네트워크를의미 비즈니스모델을최적화하거나리스크를줄이거나자원을얻기위해서로연합한다. 파트너십은다음 4 가지로구분된다. 1. 비경쟁자들간의전략적동맹 2.Coopetition, 즉경쟁자들간의전략적파트너십 3. 새로운비즈니스를개발하기위한 joint-venture 4. 안정적공급을확보하기위한 구매자 - 공급자 관계 누가핵심파트너인가? 우리의핵심공급자는누구인가? 파트너로부터어떤핵심자원을획득할수있는가? 파트너가어떤핵심활동을수행하는가? Copyright by Global Open Partners, Inc. All rights reserved. 45
46 4. Business Model Canvas The 9 building Blocks 8) Key Partnerships 최적화와규모의경제 (Optimization & economy of scale) : 파트너십혹은구매-공급자관계의가장기본적인형태는지원이나활동의배분을최적화하기위해설계된다. 한기업이모든활동을보유하거나모든활동을직접수행하는것은비효율적이다. 최적화, 규모의경제를위한파트너십의목적은비용절감, 자원과인프라의공유가목적이다. 리스크 / 불확실성의감소 (Reduction of risk & uncertainty) : 파트너십은불확실성이상존하는경쟁환경에서리스크감소에도움이된다. 자원 / 활동의획득 (Acquisition of particular resources and activities) : 비즈니스모델에필요한모든자원을보유하거나모든활동을자체적으로수행하는기업은거의없다. 기업은다른기업을이용해서자원이나활동을획득함으로써능력을확장한다. - 휴대폰제조업 : 단말기운용시스템개발, 라이센스활용 - 보험회사 : 상품판매를위한영업조직의외부소싱 ( 방카슈랑스 ) Copyright by Global Open Partners, Inc. All rights reserved. 46
47 4. Business Model Canvas The 9 building Blocks 9) Cost Structure Copyright by Global Open Partners, Inc. All rights reserved. 47
48 4. Business Model Canvas The 9 building Blocks 9) Cost Structure Definition : 기업의비즈니스모델을운영하는데서발생하는모든비용을의미 특정한비즈니스모델을운영하는동안발생하는핵심적인비용들을의미한다. 가치를만들어내고전달하고고객관계를유지하고매출을일으키는것은모두비용이발생한다. 핵심자원, 핵심활동, 파트너십을정의하고나면비용구조를비교적쉽게파악할수있다. 우리의비즈니스모델이안고가야하는가장중요한비용은무엇인가? 어떤핵심자원을확보하는데가장많은비용이드는가? 어떤핵심활동을수행하는데가장많은비용이드는가? Copyright by Global Open Partners, Inc. All rights reserved. 48
49 4. Business Model Canvas The 9 building Blocks 9) Cost Structure 비즈니스모델의비용구조를비용주도적인것과가치주도적인것으로크게두가지로나눈다. 비용주도 (Cost-driven) : 비용주도적비즈니스모델은비용절감에최대한초점을맞추어야한다. 저가정책, 최대한의자동화, 아웃소싱확대등으로최소비용구조의구축 / 유지 ( 저가항공사 ) 가치주도 (Value-driven) : 비즈니스모델을설계할때비용보다는가치창조에더초점을두는기업고급스러운 value proposition과고도의맞춤서비스가특징 - 호화로운시설과전용서비스 ( 럭셔리호텔 ) 비용구조를구성하는요소 고정비 (Fixed costs) : 생산되는제품 / 서비스규모와상관없이소요되는비용변동비 (variable costs) : 생산되는제품 / 서비스규모에비례해변동되는비용규모의경제 (economics of scale) : 산출량이늘어나면비용대비효과가더커진다대량구매에따른혜택, 제품당평균비용감소범위의경제 (economics of scope) : 운영범위를넓히면비용대비효과가커진다동일한마케팅활동이나물류채널을이용하여다양한제품을취급 Copyright by Global Open Partners, Inc. All rights reserved. 49
50 4. 4. Business Business Model Model Canvas Canvas The 9 building blocks Copyright by Global Open Partners, Inc. All rights reserved. 50
51 Copyright by Global Open Partners, Inc. All rights reserved. 51
52 Copyright by Global Open Partners, Inc. All rights reserved. 52
53 실제페이스북의수입과지출구조, 실제비즈니스모델의흐름 Copyright by Global Open Partners, Inc. All rights reserved. 53
54 Copyright by Global Open Partners, Inc. All rights reserved. 54
55 Patterns 건축에있어 패턴 이란, 건축디자인아이디어를원형 ( 아키타입 ) 형태, 즉언제든재사용할수있는표현으로담아내는것이다. Christopher Alexander, 건축가 이섹션에서는특징, 비즈니스모델빌딩블록의배열, 행동양식상의유사성을띤비즈니스모델들에대해알아본다. 이런유사점들을 비즈니스모델패턴 이라부른다. 패턴을익히고나면, 비즈니스모델다이내믹을이해하는데도움이되고어떤비즈니스모델을수립할지에대한영감을얻을수있다. 비즈니스관행을토대로, 핵심개념을 5개의비즈니스모델패턴으로도출했고, 이개념들을서로비교하기쉽고이해하고적용하기쉽게비즈니스모델캔버스용어로 전환 시켰다. 하나의비즈니스모델이이패턴중몇가지를포괄할수있다. 비즈니스모델패턴을정의하고설명하는이유는이미잘알려진비즈니스개념들을표준화된방식 ( 비즈니스모델캔버스 ) 으로재구성함으로써실제각자의비즈니스모델을설계하거나창안하는데즉각적인도움을받고자함이다. Copyright by Global Open Partners, Inc. All rights reserved. 55
56 5 Patterns 1. Unbundling business models 2. The Long tail 3. Multi-sided platforms 4. Free as a business model 5. Open business models Copyright by Global Open Partners, Inc. All rights reserved. 56
57 Pattern No. 1 Unbundling business models 5 Patterns unbundled 기업이란근본적으로다른세개의비즈니스타입, 즉 고객관계비즈니스customer relationship businesses, 제품혁신비즈니스product innovation businesses, 인프라스트럭쳐비즈니스가infrastructure businesses 혼재돼있는기업 각비즈니스타입은경제적, 경쟁적, 문화적필요성이서로다르다. 이세가지비즈니스타입은단일기업내에공존할수있다. 하지만갈등이나바람직하지않은상충효과를피하기위해분리된독립체로 unbundling 되는것이이상적이다 Examples : 이동통신산업, 프라이빗뱅킹산업 Copyright by Global Open Partners, Inc. All rights reserved. 57
58 Pattern No. 1 Unbundling business models 5 Patterns Unbundled corporation : John Hagel & Marc Singer 이창안 Bundled 기업은매우이질적인경제적, 경쟁적, 문화적필요에의한 세가지비즈니스타입으로구성된다고믿는다. Unbundling 고객관계비즈니스 : 고객을발견하고확보해서관계를형성하는것 제품혁신비즈니스 : 새롭고매력적인상품, 서비스를개발하는것 인프라스트럭쳐비즈니스 : 큰규모의반복적인업무를위한프랫폼을구축하고관리하는것 Unbundled 기업들이이세가지비즈니스타입을구분한다음, 그중하나에내부역량을집중해야한다. 각비즈니스타입을촉진하는힘의방향이서로달라, 동일조직내에서는서로충돌하거나바람직하지않은상충효과를초래하기때문이다. 언번들링개념의비즈니스적용사례 갈등과상충효과유발사례 : private banking 산업 언번들링전략으로새로운핵심비즈니스에집중한사례 : 이동통신사업자들 Copyright by Global Open Partners, Inc. All rights reserved. 58
59 Pattern No. 1 Unbundling business models 5 Patterns Three Core Business Types Product Innovation Customer Relationship Management Infrastructure Management Economic Competition Culture 초기시장진입자들이가격프리미엄과시장점유율상의우위를차지한다. 속도가관건 인재전쟁 진입장벽이낮아지고다수의소규모업체들이경쟁한다. 직원중심 창의적인재가필수적이다 신규고객확보비용이높아지므로객당수익을높이는게효과적이다 범위확장경쟁 신속한통합 소수의대형업체들이지배한다. 극도의서비스지향적 - 고객을최우선으로한다. 높은고정비로제품당비용을낮추는대량생산이필수적이다. - 규모의경제 가관건 규모확장경쟁 신속한통합 소수의대형업체들이지배한다. 비용에초점 표준화, 예측능력, 효율성을강조한다. Copyright by Global Open Partners, Inc. All rights reserved. 59
60 Pattern No. 1 Unbundling business models 5 Patterns Private Banking : Three Business in One 자문상품 R&D 마케팅고객친화적인자산관리시스템플랫폼관리금융상품다른상품공급자들트랜잭션관리브랜드 / 신뢰제품 IP 트랜잭션플랫폼 친밀한인간적관계핵심고객 (Key Account) 관리사적인네트워크세일즈포스트랜잭션수수료 개인자산가와그가족들프라이빗뱅크들프라이빗뱅크들개별재무자문 프랫폼관리 HR : R&D 관리및자문료 상품 & 성과급 HR : 프라이빗뱅커 트랜잭션수수료 고객관계비즈니스제품혁신비즈니스인프라스트럭쳐비즈니스 Copyright by Global Open Partners, Inc. All rights reserved. 60
61 Pattern No. 1 Unbundling business models 5 Patterns Key Partnerships (Who helps you) Key Activities (What you do) Value Propositions (How you help) Customer Relationships (How you interact) Customer Segments (Who you help) Key Resources (Who you are & What you have) Channels (How they know you & how you deliver) Cost Structure (What you give) Revenue Streams (What you get) Copyright by Global Open Partners, Inc. All rights reserved. 61
62 Pattern No. 2 The Long tail 5 Patterns Long tail Model은 티끌모아태산 이라는개념에바탕을둔다. 이비즈니스모델은상대적으로판매빈도가적은수많은틈새시장의판매에집중한다. 틈새아이템을판매한총계가몇몇효자상품이대부분을차지하는전통적비즈니스만큼수익성이좋을수도있다. 롱테일비즈니스모델은재고비용이낮고, 관심있는구매자들이이용할수있는틈새컨텐츠를만들어낼수있을만큼강력한플랫폼을필요로한다. Top 20 : Tail 80 대량판매의소수히트상품 : 판매량이적은다수상품 Examples : 넷플릭스, 이베이, 유튜브, 페이스북, 루루닷컴 Copyright by Global Open Partners, Inc. All rights reserved. 62
63 # of Sales Pattern No. 2 The Long tail 5 Patterns Top 20% 상위 20% 는다량판매의소수상품에집중 Long Tail 롱테일은판매량이적은다수의상품에집중 # of Products Copyright by Global Open Partners, Inc. All rights reserved. 63
64 Pattern No. 2 The Long tail 5 Patterns 낡은모델 - 컨텐츠확보출판판매 출판지식컨텐츠 대중적인컨텐츠 ( 히트가능성이있는 ) - 소매네트워크 대중독자 출판 / 마케팅 도매수익 새로운모델 - 플랫폼개발물류관리 플랫폼 주문 - 출판인프라 셀프출판서비스 틈새컨텐츠를위한마켓 place 관심있는커뮤니티들 온라인프로파일 루루닷컨 틈새작가들 틈새독자들 플랫폼관리 & 개발 세일즈커미션 ( 저렴 ) 출판서비스수수료 Copyright by Global Open Partners, Inc. All rights reserved. 64
65 Pattern No. 2 The Long tail 5 Patterns 틈새컨텐츠공급자 ( 전문가든일반사용자든 ) 이패턴에서핵심파트너이다 롱테일모델의 VP 는 히트 상품과공존하는광범위한 비인기 품목을제공하는것을특징으로함. 롱테일은사용자제작컨텐츠의생산을용이하게해준다. 롱테일모델은틈새고객에게집중한다 롱테일모델에는컨텐츠제작전문가나아마추어모두참여할수있다. 또사용자와제작자모두가만족하는멀티사이디드플랫폼이만들어지기도한다. 핵심자원은플랫폼이다핵심활동에는플랫폼의개발과유지, 틈새컨텐츠확보와생산이포함된다 NICHE CONTENT Provider Platform Management Service Provisioning Platform Promotion Large Scope of Niche CONTENT MANY Niche Segments User Generated COntent PLATFORM CONTENT Production Tools INTERNET Niche CONTENT Provider Platform Management + Development SELLING less of MORE 주된비용구조는플랫폼개발과유지비용 이모델은다종의품목으로부터얻은적은수입을통합하는것을토대로함. 수익원은광고나상품판매, 가입비에서나오므로가변적이다 롱테일비즈니스모델은대개의고객관계와트랜잭션채널을인터넷에의존한다 Copyright by Global Open Partners, Inc. All rights reserved. 65
66 Pattern No. 3 Multi-sided platforms 5 Patterns 멀티사이디드플랫폼은두대또는그이상의, 별개이지만상호의존적인타깃그룹을합한것이다. 이플랫폼에속한한그룹의고객들은다른그룹의고객이존재할때에만가치가있다 플랫폼은서로다른그룹들간의상호작용을용이하게함으로써가치를창조한다. 멀티사이디드플랫폼은보다많은유저들을끌어들이는만큼가치가증대된다. 이것을네트워크효과라한다 Examples : VISA, 구글, 이베이, MS 윈도우, 파이낸셜타임스 Copyright by Global Open Partners, Inc. All rights reserved. 66
67 Pattern No. 4 Free as a business model 5 Patterns 무료비즈니스모델에서는최소한하나의핵심적인고객세그먼트가무상제공의혜택을지속적으로받을수있다. 여러다른패턴들덕택에무상제공이가능한것이다. 비용을지불하지않는고객들에대한지원은비즈니스모델의다른부분, 혹은다른고객세그먼트로부터충당한다. Examples : 메트로, 플리커 Flicker, 오픈소스 Open Source, 스카이프, 구글, 공짜휴대전화 Copyright by Global Open Partners, Inc. All rights reserved. 67
68 Pattern No. 5 Open business models 5 Patterns 오픈모델은기업이외부파트너들과의체계적인협력을통해가치를창조하고포착하는데활용할수있다. 이것은외부의아이디어를기업내에서활용하는방식인 outside-in 혹은기업내에서활용되지않은아이디어나자산을외부에공급함으로써이용하는방식인 inside-out 의형태로발생할수있다. Examples : P&G, 글락소스미스클라인, 이노센티브 Copyright by Global Open Partners, Inc. All rights reserved. 68
69 Copyright by Global Open Partners, Inc. All rights reserved. 69
70 Copyright by Global Open Partners, Inc. All rights reserved. 70
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connect educational content with entertainment content and that production of various contents inducing educational motivation is important. Key words: edutainment, virtual world, fostering simulation
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