26E04350 - Business Model Design, 27.10.2020-03.12.2020

Topic outline

• Module 2 (9.-13.11.)
  MODULE 2 - WHAT IT TAKES TO PUT VALUE FIRST (9.-13.11.)

  • Themes: Theoretical link between user-centered-design and value proposition design, and its application to practice. Value proposition development process
  • Learning objectives: Identify the theoretical link between (user-driven) design (previous knowledge) and value proposition development process; Perform the systematic value proposition design process

  
  

  Zoom link and information for all the meetings:

  • https://aalto.zoom.us/j/66257190874?pwd=b3hRUGdJZ2E3dG1tWEtIQTd4K250Zz09
    
  • Meeting ID: 662 5719 0874; Passcode: 059589
    

  
  

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  TUESDAY 10.11. 10-12

  Mandatory reading
  

  • Töytäri P (2018) Selling Solutions by Selling Value. in Kohtamäki M, Baines T, Rabetino R, Bigdeli AZ, (Eds.). Practices and Tools for Servitization. Springer International Publishing.

  
  

  Ville's notes: This module will be co-taught with my friend Dr. Pekka Töytäri from the Department of Industrial Engineering and Management (DIEM/TUTA). Pekka has decades of practitioner and academic history in different industries, but there is always one common denominator - the concept of value in business models. Pekka will emphasize the relevance of identifying and communicating value - that is, simply put, selling value! The nice reflective article from year 2018 will focus on the mindset change a company needs to take when it centers its business model around value (instead of centering it around its products and processes).

  
  

  Presentation slides

  • https://mycourses.aalto.fi/pluginfile.php/1257446/course/section/170832/aalto_businessmodeldesign2020_pekkatoytari_201109v1_ve.pdf
    
  • Teams for Thursday workshop
  • Tuesday video recordings, scroll to the end of the page (visibility restricted to the students of this course)
    

  
  

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  THURSDAY 12.11. (9-11, 12-14 or 15-17 depending on your group)

  Mandatory reading

  • Bettencourt, L. A., & Ulwick, A. W. (2008). The customer-centered innovation map. Harvard Business Review, 86(5), 109.

  
  

  Optional reading (you can browse this book if you want)

  • Optional: Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. John Wiley & Sons.

  
  

  Ville's notes: The old but always-relevant classic from Bettencourt and Ulwick navigates us the world of forming value propositions! Please read the article as we will be using similar method in the Thursday workshop. We will also be using some tools from Osterwalder et al (2014) so that is an additional (not mandatory) reading.

  
  

  Thursday workshop instructions (copy-paste the video link)

  • Instructions: https://www.dropbox.com/s/tjn9z8nszruxh2e/thumodule2instructions.mp4?dl=0
    
  • Recap from Tuesday: https://www.dropbox.com/s/k3hgblqxeicf49g/pekkatuesdaysummary.mp4?dl=0
  • Miro boards: 9-11, 12-14, 15-17
  • Your case is indicated in the Miro board. You can check the case briefly before the workshop. Links: Grundium (A teams), Siemens Home Appliances (B teams), Whim (C teams), Garmin (D teams; search "Index Scale" in garmin site), Kone construction time use solutions (E and F teams). Check the Miro boards for more instructions.
  • Teams for Thursday workshop