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Presented by: Bob Cooper President

Thinking Outside In. Identifying New Service Revenue Opportunities. Presented by: Bob Cooper President. Where are we, right now?. About Me. journalist, technical writer, marketer, interactive multimedia designer, entrepreneur, CEO fundraiser, fire-jumper, strategist, advisor, coach

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Presented by: Bob Cooper President

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  1. Thinking Outside In Identifying New Service Revenue Opportunities Presented by: Bob Cooper President

  2. Where are we, right now?

  3. About Me • journalist, technical writer, marketer, interactive multimedia designer, entrepreneur, CEO • fundraiser, fire-jumper, strategist, advisor, coach • service designer

  4. Workshop Agenda • How can you use service design to identify new sources of revenue within your existing business? • Our 3X3 Model • Case studies • Think and share exercises • Realtime design

  5. Why look for new services? • new revenue • flexible and adaptable • low capital requirements • easy to launch • high margin (when done right)

  6. Cooper’s Rules • Where there is mystery, there is margin. • Create value and money will follow. • The first wave of any technology is alway overhypedbut the second wave is always underestimated. • What goes around, comes around.

  7. Our Process • Define • Discover • Synthesize • Analyze • Design • Build • Launch

  8. Service Design - 3X3 Model what humans want • Time-based opportunities (1-Dimensional) • Depth-based opportunities (2-Dimensional) • Intersecting opportunities (3-Dimensional) what business needs what technology enables sweet spot

  9. First: Understand Your “Core” • What is your “end game?” • What do YOU need? • What do YOU want? • What are YOU really good at? • What do YOU enjoy doing? • What business are YOU REALLY in? what business needs

  10. What Are Your Assets? • People • Information • Knowledge • Technology • Relationships • Proximity • Process • Other? Hidden, taken-for-granted, disdained...

  11. El Mariachi 81 minute feature film $7,000 budget

  12. Robert Rodriguez 1. Sin City 3 (2011) (in production) 2. Sin City 2 (2010) (pre-production) 3. Shorts (2009) (post-production) 4. Planet Terror (2007) 5. Grindhouse (2007) 6. The Adventures of Sharkboy and Lavagirl 3-D (2005) 7. Sin City (2005) 8. Ten Minute Film School: Big Movies Made Cheap (2004) 9. Ten Minute Cooking School: Puerco Pibil (2004) 10. Ten Minute Flick School: (2004) 11. Inside Troublemaker Studios (2004) 12. Once Upon a Time in Mexico (2003) 13. Spy Kids 3-D: Game Over (2003) 14. Del Castillo: Live (2003) 15. Spy Kids 2: Island of Lost Dreams (2002) 16. Spy Kids (2001) 17. The Faculty (1998) 18. Ten More Minutes: Anatomy of a Shootout (1998) 19. The Robert Rodriguez Ten Minute Film School (1998) 20. From Dusk Till Dawn (1996) 21. Four Rooms (1995) 22. Desperado (1995) 23. Roadracers (1994) (TV) 24. "Rebel Highway" (1 episode, 1994) 25. Mariachi, El (1992) 26. Bedhead (1991)

  13. Fresh Eyes • Receptionist: “Director of First Impressions” • Consultants = New Perspective • Be willing to plan how to burn down your business • What If? • Why Not?

  14. Exercise: What are all the assets you have?Which are taken for granted?Who would be interested in those/that?Example:CHC

  15. Technology • The great seducer • Technology matters less and less... and more and more • Commoditization • Integral to everything, but shouldnot be the driver! what technology enables

  16. And yet... • Certain technologies have (and will) fundamentally change things • Broadband • Storage • Mobile • Geo-Location • Pervasiveness what technology enables

  17. Exercise: How can/will broadband connectivity change your business?Example:OTM

  18. Customer Chain • Consists of • Multiple Touchpoints • Interactions • Experiences • Person to Person • Person to Machine • Machine to Machine what humans want

  19. Customer Chain Service

  20. Customer Chain Interaction Interaction Interaction Service Experience Experience Interaction Interaction Interaction Interaction Experience Experience Interaction Interaction Experience Interaction Interaction Interaction Interaction

  21. Customer Chain Search Satisfied Demand Restaurant Meal Choosing Leaving Positioning Paying Bill Reservation Food Prep Going Eating Parking Cleanliness Ordering Signage Timeliness Menu Waiter

  22. Then, Talk With Customers • Sounds simple, right? • Amazing how many people don’t • Ethnographic research vs focus groups or surveys • Lots of tools for this...

  23. Understanding Customers • Customer journey mapping • Ethnographic research • Culture hunts • Participant journals • Contextual interviews • Shadowing • Experience surveying • Filming • Personas • Empathy tools • Card sorting • Relationship mapping • Graphic facilitation • Co-creation • Storyboarding • Service prototyping • Desktop walkthroughs • Service specifications • Service blueprint Ask, Observe, Co-Design!

  24. Understanding Customers • What do your customers actually need or want? • What do your customers actually get? • How do they think of you? • Redefine your market in terms of customer activities and customer outcomes - not “products and services”

  25. Customer Journey • Time-based sequence of logically related activities • Consumers • Stage of life (education, career, parenting, retiring) • Specific interest (rock climbing, auto restoration) • Ownership of asset (home, car, camera, motorcycle) • Business • Process (logistics, risk management, HR, finance) • Assets (computer equipment, machinery, trucks)

  26. Customer Journey • Leads to defined customer outcomes • Retirees want “financial independence” • Diners want “good food without the hassle” • Computer buyers want “higher productivity” • Flyers want “to get there on time with a positive attitude”

  27. Exercise: What do your customers buy from you?What do they ultimately want?Example:Avanceon

  28. Service Design - 3X3 Model what humans want what business needs what technology enables new service revenue

  29. 3X3 Model • Time-based opportunities (1-Dimensional) • Depth-based opportunities (2-Dimensional) • Intersecting opportunities (3-Dimensional)

  30. Time-Based Opps (1-D) • Add services that come before your sale • Why couldn’t Continental offer parking? • Add services that come after your sale • Luggage delivery service?

  31. Time-Based Opps (1-D) • Add services that accompany your core • Rent a GPS unit to people renting cars • Supplement your core with a network-based service • On-Star / Avanceon / Rock crusher • Provide ongoing updates • Most software today

  32. Depth-Based Opps (2-D) • customize the core for customers? • store the product for customers? • replace your customer’s inventory-control? • take over your customer’s low value (no value) processes? • leverage your process expertise?

  33. Intersecting Opps (3-D) Leverage your knowledge, assets, brand, experience in other markets Find the intersections with other customer journeys in other markets Could be close or could be far away

  34. Intersecting Opps (3-D) Having a Baby Current Market: Travel Buying Insurance Purchasinga Car

  35. Search Search Search Search Search Satisfied? Satisfied? Search Search Satisfied Satisfied Satisfied Satisfied Satisfied Leaving Leaving Demand Demand Demand Demand Demand Demand Demand Restaurant Meal Catering Order Takeout Online Event Hosting Delivery Paying bill Paying bill Choosing Choosing Choosing Choosing Choosing Leaving Leaving Leaving Leaving Leaving Choosing Choosing Meal Meal Positioning Positioning Positioning Positioning Positioning Paying Bill Paying Bill Paying Bill Paying Bill Paying Bill Food prep Food prep Positioning Positioning Reservation Reservation Reservation Reservation Reservation Food Prep Food Prep Food Prep Food Prep Food Prep Reservation Reservation Cleanliness Cleanliness Going Going Going Going Going Eating Eating Eating Eating Eating Ordering Ordering Parking Parking Timeliness Timeliness Signage Signage Parking Parking Parking Parking Parking Cleanliness Cleanliness Cleanliness Cleanliness Cleanliness Ordering Ordering Ordering Ordering Ordering Menu Menu Waiter Waiter Signage Signage Signage Signage Signage Timeliness Timeliness Timeliness Timeliness Timeliness Menu Menu Menu Menu Menu Waiter Waiter Waiter Waiter Waiter

  36. No Patents? No Products? People Assets Process Knowledge No Proprietary Process? No Problem!

  37. Conclusion • Get outside your box - and look at it with new eyes • Know what you don’t know • Talk with and watch your customers • Aim/Fire, Aim/Fire, Aim/Fire • Be 80% right - and keep moving

  38. Thanks • Email: BCooper@FrontierServiceDesign.com • Website & Blog: www.FrontierServiceDesign.com

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