Επιχειρηματικότητα και μοντέλα διαδικτυακής...

& , , [email protected] ,

2015-2016

Event Location, Date

, & , .

, . (Business Dictionary, 2015)

Startup ( )Startup

startup .(Steve Blank, 2005)

, , . , . , , . Everett Rogers, Diffusion of Innovations++

Henry FordDietrich MateschitzThomas Edison: inventing the first long-lasting, commercially practical incandescent light bulb. He was the father of many other breakthroughs, including the first phonograph and the motion picture cameraJack Ma:Fusajiro Yamauchi

Lifestyle

Big Thing

: Business Model Generation

Vs.

H

Vs

Vs

Vs

Vs

Business model + () + Business modelFunds

()

(2-3 ) +

( )

, ,

-- .

- &

Based on: https://www.ted.com/talks/bill_gross_the_single_biggest_reason_why_startups_succeed

. , . , , . , , . , . . , , . , , . , / . . . , . , , . , , , . , , . . , YouTube , Facebook . , . ( ) . . , . , 2 , 3 , , . , , . , , ( ) . , . , , , . , , . , . , . , , , . , . , , , , , . , . , , . . , . . , . , , , . , . , , , . , , (serial) 3-5 . , . . (.. ) , . . : Steve Jobs Apple, Bill Gates Microsoft, Mark Zuckerburg Facebook, Sergey Brin Larry Page Google, Elon Musk PayPal, SpaceX Tesla Motors, Jack Dorsey Twitter Square, Richard Branson Virgin Jeff Bezos Amazon. . . (business model canvas). , Google , Jeff Bezos Amazon , , . Google .E , , , . . , , , . . , , , . , , . , . . . , . , , (. ). , , . , . , . - . , , . , . , , ( ) (), . , . . , , . bowling , , bowling . 1999, . (tech bubble), , . , . , . . , , - Amazon, . , , . , , . , . , , , , . , , , . , , . , , . , . . , , . , AirBnB , 2008 , , . , 2000, . , Netflix DVD live-streaming . , , . , . , . , , . , , . , , . , , . , , , , , , (.. ). , , .

()

(2-3 ) +

( )

, ,

-- .

- &

Based on: https://www.ted.com/talks/bill_gross_the_single_biggest_reason_why_startups_succeed

. , . , , . , , . , . . , , . , , . , / . . . , . , , . , , , . , , . . , YouTube , Facebook . , . ( ) . . , . , 2 , 3 , , . , , . , , ( ) . , . , , , . , , . , . , . , , , . , . , , , , , . , . , , . . , . . , . , , , . , . , , , . , , (serial) 3-5 . , . . (.. ) , . . : Steve Jobs Apple, Bill Gates Microsoft, Mark Zuckerburg Facebook, Sergey Brin Larry Page Google, Elon Musk PayPal, SpaceX Tesla Motors, Jack Dorsey Twitter Square, Richard Branson Virgin Jeff Bezos Amazon. . . (business model canvas). , Google , Jeff Bezos Amazon , , . Google .E , , , . . , , , . . , , , . , , . , . . . , . , , (. ). , , . , . , . - . , , . , . , , ( ) (), . , . . , , . bowling , , bowling . 1999, . (tech bubble), , . , . , . . , , - Amazon, . , , . , , . , . , , , , . , , , . , , . , , . , . . , , . , AirBnB , 2008 , , . , 2000, . , Netflix DVD live-streaming . , , . , . , . , , . , , . , , . , , . , , , , , , (.. ). , , .

; startup; startup, ;

Beginning more criticalCross the valley of death, the period of time from when a startup firm receives an initial capital contribution to when it begins generating revenuesYour business model works, or is at least credible. You have the funding needed to internationalise the company, and you have carried it out successfully. Now what? to sell the startup to a giant (Google, Facebook, Apple) or to go public and try becoming one of the unicorns.

Business model experimentation: PayPal - online payment service , started as cryptography company, and then later as a means of transmitting money via PDAs. Only after several years of trial and error (and overcoming user fraud that almost destroyed the company) did PayPal find its sweet spot as the default online payment system of millions.

An idea is not a designA design is not a prototypeA prototype is not a programA program is not a productA product is not a businessA business is not profitsProfits are not an exitAnd an exit is not happiness.

Copying and improving on existing ideas is far easier and sometimes more fun than trying something unique and novel.

https://www.quora.com/As-first-time-entrepreneurs-what-part-of-the-process-are-people-often-completely-blind-to

Y Combinator

. .Ev WilliamsCo-founder, ex-CEO TwitterCo-founder Blogger

Automated Delivery

Enterprise 3D printing

Crowdsourcing

Automated OperationsCloud Computing & API platforms

Big-extreme Data

Gamification

Quantified self

Quantum Computing

Smart Dust

Mesh networks

Prescriptive Analytics

Smart Machines

AutonomousTransportation

IntelligentCity

Future DigitalEnterprise

IntelligentFactoryIntelligentHomeWeb of Things

Mobile money

LTE/5G

EnterpriseGamification

NLP and Q&A

Machine Intelligence

HolographicDisplays & VRVirtual Currency

Home 3D printing

;

When it comes to the technological trends per se, there is a number of trends that affects how you can build your products-services, how your business runs in the backend, how it collaborates within and beyond its boundaries. In the core, we notice a number of technologies that have been recognized as critical. Cloud Computing, Internet of Things, Big Data Analytics, Machine Intelligence, Crowdsourcing, are all trends that affect how you run your digital enterprise.The emergence of wearable devices and of the broader quantified self technologies, mobile money, virtual currencies, also affect how you do and will do business.There is also a plethora of additional technological trends that are very relevant to your companys logistics, manufacturing or your end product. For example, if we are talking about a solution for an intelligent home, indicative trends include 3D printing, smart machines and M2M communication, holographics, gamification.

Internet of Things in Agriculture & Fishing

Drones in Construction

Wearables / Ultraportable Technologies in Fashion and Creative Industries

Volumetric and Holographic 3D Displays in Tourism

Advanced Prescriptive Analytics in Manufacturing

Taking some more tangible examples from different industries:Putting sensors in a crop or a winery will optimize irrigation taking into account the exact weather conditions, humidity, soil temperature, moisture data.Drones could take over delivery of materials in dangerous construction buildings or simply monitor the progress in the construction site. Wearable technologies on clothes could create more personalized and fit clothing while automatically recognizing when they need cleaning or mending.Holographic 3D displays in archaeological sites could help us grasp how they looked like some centuries ago.Advanced prescriptive analytics in manufacturing shall predict the perception of a specific product or specific product features in the market.

Startup Engineering Class, Balaji S. Srinivasan, Stanford University, Coursera

A good founder is thus capable of anticipating which turns lead to treasure and which lead to certain death. A bad founder is just running to the entrance of (say) the movies/music/filesharing/P2P maze or the photosharing maze without any sense for the history of the industry, the players in the maze, the casualties of the past, and the technologiesthat are likely to move walls and change assumptions

. - Dave McClure, 500 Startups


...

10 Heroku, RoRMVP$50K-200K

3-6 $100- 300

9 $500$30m/

9 $250

120 $250http://tnw.co/1bTGeM4

Top-Down analysisBottom-up analysisBreak-even analysisCrowdfunding campaigns

, ,

Estimate the market. You need to stay objective and make an honest and unbiased evaluation of how viable your product or service will be. A triangulation of 3 methods can do the math for you:Top-Down analysis, calculated by determining the total market, then estimating your share of that market. A typical top down analysis might go like: "Hmm... I will sell a widget everyone can use, and since there are 300,000 people in my area, even if I only manage to land 5 percent of that market I'll make 15,000 sales. sounds very optimisticBottom- Up analysis, calculated by estimating potential sales in order to determine a total sales figure. A bottom up analysis evaluates where products can be sold, the sales of comparable products, and the slice of current sales you can achieve. more realisticBreak-even analysis, that calculates the sales amountin either unit or revenue termsthat is required to cover total costs (both fixed and variable). Total profit at the break-even point is zero.Crowdfunding campaigns. Pebble, the record-breaking smartwatch, managed to raise $10million in Kickstarter. This is an impressive example of crowdfunding validation. People wanted a smartwatch, and they were willing to pay for it in advance.You need to get out of your own way to really understand your customers. As youre likely to listen for problems that fit your own offerings, and to discount others, you should put yourself in your customers shoes to understand their way of thinking. 2 simple ways are through simple questionnaires (it should take no more than 5 minutes to fill in) and through dedicated interviews with potential customers to understand the problems they face. Or you could just focus on what your customers will want tomorrow. Try to envision different futures through tools like scenario planning and then explore how underlying market shifts may affect your customers. Fake the implementation withBuilding a landing page to measure visitsAllocating a budget on Google Ads campaigns to see the visibility of your ideaA series of blog posts that see the reactions, number of visitsA video interviewHuman power to simulate Artificial Intelligence for algorithms run by hand

&

...Q= a-bP+cI

(P) (Q)

;

D

;

d1d2d3

A (great) market needs to be fulfilled and the market will be fulfilled, by the first viable product that comes along.

The product doesnt need to be great [] as long as the team can produce that viable product.Marc AndreesseenCo-author of MosaicCo-founder of NetscapeCo-founder of Ning

...

$1 1

$10 100 .

$100 10 .

$1,000 1 .

$10,000 100K

$100,000 10KStartup Engineering Class, Balaji S. Srinivasan, Stanford University, Coursera

Top Down()Bottom Up() :- /, : break-even

Top Down AnalysisStartup Engineering Class, Balaji S. Srinivasan, Stanford University, Coursera

1. , , 2.

1. First, youd want to have some news coverage or research papers to establish the overall frame; these will be display pieces in any pitch to investors. Going to Google Books for the history and reading SEC filings and Wikipedia can be extremely helpful.2. Next, you want to do a back of the envelope estimate of market size, Googling as necessary for any statistics.3. Then you want to further validate this market with some modern tools, including Googles Keyword Planner and Facebooks Advertiser Tools. (Figures 7-8).4. If that proves fruitful, you should develop a simple landing page by using a service like Launchrock, photos from iStockphoto, and icons from iconfinder. You may also want to read up on some basic SEO. Well mostly focus on the crowdfunder, but Launchrock can be a complement to that approach. If your users need to see flows to understand the product, you will want to create some wireframes (see Figure 10).5. Finally, you want to allocate a small Google Adwords or Facebook Ads budget to test out the market, and see how many conversions you get.

Google Keywords PlannerFacebook Advertisers Tools3.

Bottom Up Analysis

Landing pageGoogle Ads

3 (, , )

Solution InterviewPresent the solution to face2face interviewsAsk for price willing to payUnderstand the user, the influencer, the decision maker and the paying customerMake queries on Ad planning tools:Google display plannerFacebook Ads plannerMeasure the size of the interested audience per areaCalculate the size of your marketFind the growth rate of your market, and competitors sharesCreate the labyrinth of competitorsMind the gap in product adoption lifecycleCreate 3 different scenarios (optimistic, pessimistic, probable)Estimate sensitivity

4. &

5. Google Ads(No Facebook Ads)


1 MockupWireframes 1 + 1 + , 2-4 +Design, , , ...3-6 +, , ...6-12 + 1 -



, .

Prius Prototype 1996

2008

info...Microsoft Courier 2 J.Allard: Xbox 2008 2010 (iPad) Windows: Sinofsky Surface Outlook (Bill Gates)Allard

2015

Prototyping: / /

Aprototypeis an early sample, model, or release of a product built to test a concept or process or to act as a thing to be replicated or learned from.The word prototype derives from the Greek prototypon, "primitive form", or alternatively initial impression.A prototype can be: a Proof-of-Principle prototype, to explores some functional aspects of the intended design. A User Experience Prototype captures enough aspects of the intended design that it can support user research. A Visual Prototype captures the size and appearance, but not the functionality, of the intended design. A Functional Prototype captures both function and appearance of the intended design.It is very effective to get initial feedback on your idea through visual mockups, if we are talking about software, or even 3D printed designs, if we are talking about manufacturing products.This is what Dropbox did at the beginning. The cloud storage website published a video explaining its service and the appearance it would have. This video was one of the strategies that enabled the company to reach 75,000 users whilst in beta formLets now see what it proves: whether it is feasible to build the solution / idea you have in mind within a reasonable time period.


Minimum Viable Product (MVP) , , (early adopters) Eric Ries MVP , .

MVP Vs. Prototype ( ) Lean Startup Design Thinking

Landing Pagehttp://ramlijohn.com/a-landing-page-is-not-a-minimum-viable-product/

YouTube storyboard

Crowdfunding

Tweet for Blogs, Blog for Books

MVPFixed + Variable CostsRevenue Streams & Cost Structure


(Scale)

(Revenue)

Virality

(Stickiness)

(Empathy) Lean analytics ; , ; , ; , niche ,


Business Model Canvas

Revenue Streams Cost Structure Key ResourcesKey ActivitiesValue PropositionKeyPartnersCustomerRelationshipsCustomerSegmentsChannels

business model

1. .

2. (SaaS)

3. / ,

4.

5. (UGC)

6. 2

,

e-Commerce One sells to manySoftware as a Service (SaaS) One solution as a platform for manyFree Mobile App/ Free HardwareFree or cheap offering, gain from servicesMedia SiteSelling content of high qualityUser-Generated Content (UGC)Letting users be the producersTwo-Sided MarketplacesEnable transactions between 2 segments

, &

One Metric that Matters

(each time)

E-Commerce

Transaction rate

email

SignupsMail/RSS/TwitterReturning rateCustomer Lifetime Value

,

:E-commerce

Sharing rate

Abandonment,conversion rates

Ratings, delivery issues

Bounce rate

Viral

CACPageRank

Lines in the sand: 10sec 5sec: 1 site: 99,5% Email: 20-30% , 5% Virality: >1 CCA: 1/3

Lean Analytics for Intrapreneurs (Lean Startup Conf 2013)

Lean Analytics for Intrapreneurs (Lean Startup Conf 2013)

Business Canvas ; Business Canvas & ; ; ;

Business Models Innovations (BMIs) , . .

Source: Amit, R., & Zott, C. (2012). Creating value through business model innovation. MIT Sloan Management Review, 53(3).

10 Source: http://www.business-model.be/business-model-innovation_1/

BMIs1 - Closed-Loop Production12 - Bait & Hook (Subscription model) 2 - Physical to Virtual13 - Differential Pricing & Customisation3 - Produce on Demand14 - Micro-Finance4 - Rematerialiasation15 - Micro-Franchise5 - Sell One, Give One16 - Behaviour Change6 - Cooperative Ownership17 - Competency Centre7 - Supply Chain Integration18 - Open Innovation8 - Crowdfunding19 - Transparency9 - Freemium20 - Unbundling10 - Innovative Product Financing 21 - Multi-Sided platform11 - Pay for Success

Details: http://www.futureenterprise.eu/


Unfair Advantage Dream team (networking) SEO /

(Porter)

/Niche

(Porter)

Think global, act localA Glocal Strategy

http://visual.ly/how-startup-funding-works

(Pecking order) ,

, : (Convertible)

At core of the theory are asymmetric information and moral hazard issues.

Lecture(Lean Startup, Design Thinking, Innovation Management)


,

http://moodle.epu.ntua.gr/


! : . : ( startup) & blog :

: = = startup

Launch early

LearnYour Customers

Spend Wisely

Feel the thrill

75% of startups fail**VC funding from 2004 to 2010

The day we started the Apple computer, IBM was much more powerful than Microsoft & Intel are today, because they didnt only control the technology but they also controlled the customer. So we should just have given up; Woz would say forget it. But we were too stupid to know that.Steve Jobs - Apple's WWDC 1997

Επιχειρηματικότητα και μοντέλα διαδικτυακής...

Education

Transcript of Επιχειρηματικότητα και μοντέλα διαδικτυακής...