cooper Thinking Outside by tangshuming

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									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
service designer
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
Why look for new
services?
new revenue
flexible and adaptable
low capital requirements
easy to launch
high margin (when done right)
Cooper’s Rules

Where there is mystery, there is margin.
Create value and money will follow.
The first wave of any technology is alway
overhyped
but the second wave is always underestimated.
What goes around, comes around.
Our Process
Define
Discover
Synthesize
Analyze
Design
Build
Launch
Service Design - 3X3
Model
        what
       humans           Time-based opportunities
        want            (1-Dimensional)
              what      Depth-based opportunities
   what
            technolog   (2-Dimensional)
 business
                y
  needs                 Intersecting opportunities
             enables
                        (3-Dimensional)

    sweet spot
First: Understand Your
“Core”
 What is your “end game?”
 What do YOU need?
                                  what
 What do YOU want?
                                business
 What are YOU really good at?    needs
 What do YOU enjoy doing?
 What business are YOU REALLY in?
What Are Your Assets?
    People
    Information
    Knowledge
    Technology
    Relationships
Hidden, taken-for-granted, disdained...
    Proximity
    Process
    Other?
El Mariachi
      81 minute feature film
         $7,000 budget
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)
Fresh Eyes

Receptionist: “Director of First Impressions”
Consultants = New Perspective
Be willing to plan how to burn down your
business
What If?
Why Not?
Exercise:
What are all the assets you have?
Which are taken for granted?
Who would be interested in
those/that?


Example:
CHC
Technology
The great seducer
Technology matters less and less...
 and more and more
                                     what
Commoditization                    technolog
                                       y
Integral to everything, but should
                                    enables
not be the driver!
And yet...
Certain technologies have (and will)
fundamentally change things
Broadband                          what
Storage                          technolog
                                     y
Mobile                            enables
Geo-Location
Pervasiveness
Exercise:
How can/will broadband connectivity
change your business?


Example:
OTM
Customer Chain
Consists of
 Multiple Touchpoints
 Interactions
 Experiences

                         what
                        humans
                         want
Person to Person
Person to Machine
Customer Chain


         Service
Customer Chain
              Intera
               ction
                                                             Intera
   Intera
                                                              ction
    ction
             Experi                                 Experi
              ence                                   ence
    Intera                                                   Intera
     ction                                                    ction
                           Service
     Intera                                                  Intera
      ction                                                   ction
             Experi                                 Experi
    Intera    ence                                   ence
     ction                                                   Intera
               Intera            Experi                       ction
                ction             ence     Intera
                        Intera
                         ction              ction
                                  Intera
                                   ction
Customer Chain
              Search
                                                         Satisfi
   Deman
                                                           ed
     d
            Choosi                              Leavin
              ng                                  g
    Positio                                              Payin
     ning
                       Restaurant                        g Bill


     Reserv
                         Meal                            Food
      ation                                              Prep

              Going                             Eating
    Parki
     ng                                                  Cleanli
               Signa          Orderi                      ness
                ge             ng      Timeli
                       Menu             ness
                               Waite
                                r
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...
Understanding
Customers
• Customer journey mapping
• Ethnographic research
• Culture hunts
• Participant journals
• Contextual interviews
• Shadowing
• Experience surveying
• Filming Ask,     Observe, Co-Design!
• Personas
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”
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)
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”
Exercise:
What do your customers buy from
you?
What do they ultimately want?


Example:
Avanceon
Service Design - 3X3
Model
              what
             humans
              want
                    what
         what
                  technolog
       business
                      y
        needs
                   enables


      new service revenue
3X3 Model


Time-based opportunities (1-Dimensional)
Depth-based opportunities (2-Dimensional)
Intersecting opportunities (3-Dimensional)
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?
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
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?
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
Intersecting Opps (3-D)
                Having a Baby




Current
Market:
Travel




                                  Buying
                                Insurance
   Purchasing
     a Car
    Se                                                        Se
De arc                  Sat                               De arc                    Sat
ma Chh              Lea isfi                              ma Chh                Lea isfi
nd oos
Pos                 vin ed
                         Pa                               nd oos
                                                          Pos                   vin ed
                                                                                     Pa
itio       Order g yin                                    itio
                                                                     Event g
                                                                                    yin
nin ing                 g                                 nin ing                    g
Res
 g
          Takeou       Fo
                       Bill
                                                          Res
                                                           g        Hosting
                                                                                    Fo
                                                                                    Bill
 erv                   od                                  erv                      od
atioGoi   t Online Eat Pre                                atioGoi               Eat Pre
Pan                    Cle
                        p                                 Pan                       Cle
                                                                                     p
           Ord                    Se                               Ord
rki ng
    Sig            ing anli                                 ng
                                                    Sat rki Sig
                                                                                ing anli
                Ti
           eri mel     nes De arc                                       Ti
ng na
        Me              s   ma Ch  h            Lea isfi ng na Me eri mel           nes
                                                                                     s
    ge      Wa ine                                          ge      Wa
        nu ng               nd oos
                            Pos                 vin  Pa
                                                     ed         nu ng ine
            ite ss          itio         Restaur g yin              ite ss
             r               nin ing                  g              r
                             Res
                              g
                                          ant      Fo
                                                   Bill
                             erv                   od
                               atioGoi    Meal Eat Pre
                               Pa
                                n                  Cle
                                                     p
    Se                                  Ord                    Se
                        Sat  rki ng
                                 Sig            ing anli                            Sat
De arc                                       Ti     nes De arc
ma Chh              Lea isfi ng na
                                     Me eri mel          ma Ch  h               Lea isfi
                                 ge      Wa ine      s
nd oos
Pos                 vin ed
                         Pa          nu ng               nd oos
                                                         Pos                    vin ed
                                                                                     Pa
itio                    yin              ite ss          itio                       yin
nin ing
Res
          Deliver    g g
                        Fo
                                          r               nin ing
                                                          Res
                                                                    Caterin g        g
                                                                                    Fo
 g
 erv        y           Bill
                        od                                 g
                                                          erv          g            Bill
                                                                                    od
atioGoi             Eat Pre                               atioGoi               Eat Pre
Pan                     Cle
                         p                               Pan                        Cle
                                                                                     p
rki ng
     Sig    Ord     ing anli                             rki ngSig    Ord       ing anli
                 Ti                                                        Ti
         Me eri mel                                                Me eri mel
ng na                   nes                              ng na                      nes
     ge      Wa ine      s                                     ge      Wa            s
         nu ng                                                     nu ng ine
             ite ss                                                    ite ss
              r                                                        r
No Products?                  No Patents?


                  People


                           Proce
         Assets
                             ss

                  Knowl
                  edge


No Proprietary Process?      No Problem!
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
Thanks
Email: BCooper@FrontierServiceDesign.com
Website & Blog:
www.FrontierServiceDesign.com

								
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