Posts

Tu modelo de negocio: how to move from diagnosis to action plan

 

 

I often encounter misconceptions in the canvas business model. If you understand as a mere diagnosis of current situation, It will be unhelpful. Ideally raise it as a diagnostic + strategic model to develop a plan of action. Let's go by parts.

What is a business model? What is it for?

Expansion design thinking He has brought us many canvases to work with multiple strategic facets. The canvas business model most known and used is the Business Model Canvas, and personal application, the Business Model You.

essentially, the canvas business model It is a great tool to help you understand a business model in a simple and structured way. Using this canvas It will help you better understand the customers you serve, which offer value propositions through what channels and how to make money your company or personal business.

Utility work this canvas goes beyond understanding your business model, to analyze the models competitors.

The canvas business model It was created by Alexander Osterwalder, but Strategyzer. The Osterwalder with Yves Pigneur own published in 2010 the book Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers (Wiley). In 2011 the Spanish translation of the book was published under the title Generation business models (Deusto).

It's about a model lean or light based on a principle: imperfect better faster than paralysis by analysis the old "Business Plan" 800 pages and 12 months of work. It is designed for small businesses, departments of large companies, collaborative projects and individuals.

In the case of private individuals, on 2012 the authors of the previous alongside Tim Clark launched Tu modelo de negocio (Deusto), a "must" management management. This book is a great facilitator of ideas, as it includes actual cases of more than 400 professionals around the world.

The diagnostic phase of your business model

Knowing where you are today is essential to understand the changes you require to achieve your goals. So, I think also essential to define your projection lens personal brand: what area of ​​business you want to be a reference, what specialty, in what format (presential, online, mixed…) and what geographical area. Without setting a clear objective not know if your diagnosis requires an action plan to improve.

Tu modelo de negocio

Business Model You. Translation Samuel Villegas @ CC sam1meta

I often see that the diagnosis format developed without knowing before the goal, and therefore can be read as an exercise in self-knowledge. Big mistake. I think the original spirit of the model is strategic, not only diagnosis.

If I see a lot of notes Post-it the same color, I understand that the work done is pure diagnosis; a missed opportunity.

The strategic phase of your business model

This phase of that we have a projection defined key personal brand objective. This will allow us a very precise definition of the value proposition, our relevant difference.

To better understand the model, Ideally, work with sticky notes (or virtual) two colors: one for the place where I am today (and I want to keep) and another for where I want to be tomorrow (and what I need to activate, create…).

That enables us to create two action plans naked eye color: the maintenance plan shares and plan of new shares to create, develop and implement. We will have a strategy defending (we want to keep) and another attack (what we want to incorporate). And remember that any action plan must be measurable, for what we can work with objectives SMART that allow us to analyze the evolution of the indicators of success.

canvas example business model

Everything revolves around the value proposition

I often say that if they do not contribute, you don't matter. Work on your relevant difference it is imperative to differentiate yourself by offering value and growth potential for your customers, whether internal or external. That's the value proposition, the core of the canvas business model.

It is very important to set the work order canvas. Although some authors recommend defining the first customer segment, I think that It is more useful to start by the value proposition. Then, see what the customer profile who may be interested in the value proposition. After, what kind of relations we bring to our customers, what channels We use to move the value proposition to customers.

The second part of the canvas (the left side thereof) defines the activities which we take to realize the value proposition. Also they means necessary, and key partners we will need to access more easily to our customers.

And the third part concerns the economic aspects. model expenses and model income. The current and future, which marks the target worked.

The business model is dynamic. From one day to another all you can change

Classical formats like business plan They offered no flexibility. Maybe it's because the markets were moving so slow today.

The canvas business model it is flexible, and considers that in 24h can produce a change radical.

Imagine your value proposition is the creation, production, sale and distribution of custom shoes. Imagine also that the 6 months starting your business you receive an offer from a major manufacturer in the industry to buy your business. This implies a major change, do you agree?

Also imagine your revenue model is based on the personal commitment of your time to your customers (limited model). Suddenly you propose an improvement through machine learning you allow a scalable online income and not dependent on your time.

In all these changes, it is easier to adapt the canvas business model a plan 800 pages. Canvases Business models with strategic format they are alive, They are dynamic, and it is good for us to review every six months or whenever a change occurs.

I hope I've helped. A good tip is to read these two books referenced, find a couple of friends or consultants who can help you and dedicate one morning to work on your own canvas business model: an essential step in managing your personal brand if you turn it into an action plan, Be, you measure and improvements.

 

Cover vector by Iscomit on Shutterstock.com

Jobseekers, better go for the 80 and forget 20

It is said that a 80% of job offers is not published. Jobseekers, Is not it better to go for the 80 and forget 20?

Last 3 Aviles May there was a conference organized by extraordinarily personal brand team Training and Employment the city council and Elena Arnaiz. The summary of the event and 6 presentations is described in Articles “Trace in the liquid space“, “The heart of the personal brand: #MPAviles” and the hashtag #MPAviles.

In my speech, in addition to discuss strategic issues and personal positioning message, I suggested to job seekers who think big, in that 80%. Agree, but how do you do?

Do you know of WOM?

Despite what social networking is still the most effective means of communication that exists is what the Anglo-Saxons call Word-Of-Mouth (WOM) and here we might call mouth, ear. That is to say, use our closest circles of influence.
Why? so that, the 80% the job never sees the light, and we must fight to enter that 80%, not in the Infested 20% remaining.

Or prescribers our key partners who are? How we can help?

In our business model, one of the most important elements are our key partners, prescribers, those who can help us reach our target audience. Jobseekers, your audience are all professionals who can offer before it on the market en masse.

Your specifiers are different: satisfied customers, contributors, friends, family, fellow students, ex-colleagues, professional associations and generally anyone who meets two requirements:

  1. Attest that are good professional and your value proposition is powerful
  2. Meet professionals who may have fresh information on job vacancies

How we can help? Already imagine. Commending before the offer reaches the market.

What would be the protocol to make the WOM is effective?

  1. Having a good health of our personal brand. That means that when someone searches our name or our specialty good, we find unblemished. Inside and outside the network. Easy? Yes, it is to be a disciplined and consistent fast Flesh Do? Three, six, nine months, one year. It depends on the dedication and whether accounts with a mentor or not.
  2. Identify prescribers. Create an exhaustive list of people who can help, and make sure they have contact details. I remind you that if someone is direct contact on Linkedin already have your email.
  3. Announce your intention to find work. But not only that: you have to send them a briefing or summary of what you want and what you think you can add value. To send the CV? for me it's wet paper, something that becomes obsolete in a week, but if you have, better than nothing. It is better to spend Linkedin profile link or bebee (if they are up to date). And even better: clearly explain your value proposition.
  4. Do not be stingy. Investing a little. Looking for work is an investment, and each depends on whether short or long term. Investing is invite your prescribers coffee, to lunch. Investing is dedicating 8h daily to look for work (including additional training, if you need). Investing is hire a mentor to help you with managing your brand: Diagnosis > self-knowledge > Strategy > Visibility Plan.
  5. get recommendations. It is a classic, but it works. Before social networks, the recommendations were oral (mouth, ear) the writings. There is a great platform to send and receive recommendations, Guudjob; If you do not know, You're taking. We now also on Linkedin, for example. Validations serve competencies, but above all the recommendations written in the network. I like because nobody would play his reputation by recommending someone who is not worth for the position (I am somewhat idealistic, I know).
  6. Stop being and start being. Do not be member organizations, I know someone reference in them. Do not be in networks, I know someone offering value, conversation, action. I am a creative person: Dare with videoCV, for example (if properly raised, It is an accelerator).

Useful information if you use the WOM

  • According to the study IAB Spain 2017, from 86% of penetration of social networks in Spain, of which a significant portion includes professional networks.
  • The networks used are Facebook (91%), Whatsapp (89%), YouTube (71%), Twitter (50%) Instagram is (45%), Spotify (41%), Linkedin (26%), Google+ (26%), Pinterest (19%), Telegram (16%) and Snapchat (7%)
  • The professional networks used are Whatsapp (89%), followed by Twitter (50%), Linkedin (26%), Google+ (26%), Pinterest (19%), Telegram (16%), although the latter is the only strictly professional Linkedin, the rest are hybrid.
  • As I read in the ‘Report Infoempleo-Adecco Social Networks and Labor Market‘, the 78% of users used social networks 2016 to seek employment. But remember, we talk about 20% employment sees the light.
  • According to the same report Adecco, Linkedin and Facebook lead this look with a 66% and 50% respectively. The other networks are far, with a 19% Google+, 16% Twitter, 13% forums, 9% blogs, and 6% Instagram is.
  • Adecco indicates that the number of companies that use them as a means to attract talent is a 84%.
  • During last year, the 55% professionals surveyed human resources has reconsidered its hiring decision after consulting profiles a candidate preselected networks, worsening their opinion in a 36% of the cases.
  • According to my experience, This is usually a first filter, but it can also be repeated before a final process between two matched nominations.
  • Ojito with social networks are a tool to boost personal brand, but at the same time can hurt you in your job search. Do not put all your eggs this letter.

Everything leaves a brand

I usually say that everything marring, what we say and what we are silent, what we do and what we do. Today we have overcome the silent generation our parents advocating discretion, and we have a great opportunity to project a strong personal brand to attract companies and recruiters. But should be solid, because if it does not become a weapon double-edged.
What can harm us is:
  • Presence: absence or overexposure
  • Reputation: bad ways, poor content, plagiarism, very extreme opinions in FSPR (football, sex, politics and religion)
  • Egocentrism: Speak only of oneself, forgetting our value proposition to others.

In summary, Jobseekers, fight 80% offers better quality that are settled in private settings. The 20% is too crowded remaining candidates. Y, above all, do not forget your background work value proposition.

Fish vector by Shutterstock.com

Personal Communication Plan: Where do I begin?

The plan of personal communication or visibility plan is the latest stage of Personal Branding' Iceberg, which you will get us out of anonymity or enhance the printing and distribution of our brand. We could say that we are facing the roof construction house, which means that before the foundation will have consolidated (self-knowledge) and worked in the central structure (personal strategy). If not so, do not read, since lanzarte to communicate without knowing what to say to go is like a chicken without cabeza¹.

Personal Communication Plan, general scheme

personal communication plan / William Recolons / soymimarca

Infographics by Guillem Recolons / Shutterstock

Booting the personal communication plan: objective

Realize that I have written “objective” and not “objectives”. In personal branding the goal is one: to become recognized as… We do not need to rely on SMART objectives, own online communication area.

So as an exercise, I propose that you fill in the dotted lines:

Become a benchmark in .............................................................. in the zone ………………………. and specialty ..............................…. and basing my value proposition ...................................................………………………

Defining the target audience (target)

Do you remember when we were working business model? There, in the right column, we defined our customers. It is what Osterwalder, creator Business Model Canvas, llama “customer segments”. In other words, who you help with your value proposition.

Here we are trying to define who we headed, which segments are priority. It is detail that are already customers and that we wish they were (potential). As an exercise, writes 10 companies that you would like them to be your customers. That will help you create a plan to reach each.

Potential customers, it is key that once identified, the prospectemos. For this we use paper directories, trade magazines, online directories, Linkedin, Twitter…

prescribers, key partners, influencers…

Do you remember when we were working business model? There, in the left column, Hence we defined our key partners, people who can help us reach our customers, They know us. They can attest that are good at what our, They can advise us, open doors. We all know that is easier to reach a new customer through someone who “cold door”.

It is worth noting that the best Prescriber is a satisfied customer, so I would start here, definitely. La pregunta is Very sencilla:

Based on the experience we had working together, Do you know any company that you think I can add value?

Message and content, so you will remember

This chapter should already be prepared if you worked in personal strategy, the second working phase of the Iceberg. The message is determined by the value proposition and defining the brand territory.

Value proposal

To find your value proposition you can make you questions:

How do I add value to my customers / shareholders / bosses / ... patients.?
What problem solved?
What need can meet?
What if I win-win contract?
What I offer additional, different?

An example? “I can organize an event that will increase customer traffic and your sales”

Brand territory

On the other hand, the territory of personal brand is conceptually a competitive space where our personal brand has a number of opportunities. We define what place we occupy in the market, how we want to compete, and how we want to be associated. For example, What space does for you BMW? Technology, design or experience? Now ask yourself what space I occupy?

Defining the brand territory I advise reading this post Ivan Diaz (Branzai), which also it rests on the 12 Jungian archetypes to define a personal brand territory.

Construction Message

At this point, we can create a basic structure. Then the work is to adapt to different environments. A formula can be

Message = Name + Cargo + Company + Value proposal + Brand Territory

Hello, my name is ………………………….. soy ……………………… the company ................................. I .puedo get your business / ........................................................................ powerful brand.. and I base my working method …………………………………..

contents

Now it is creating a list of 5 main issues that we have authority. For example, If you are interiorista you can talk about previous analyzes, spaces, of lighting, Of furniture, from experience, of colors…

Most important, It is about creating a schedule and plan those contained in time and in the media. We discuss content in more detail in a monograph. The issue deserves. Recall that increasingly we will remember for what we create and share.

Media

Remember back when we were working business model? Yes, when we defined channels that we referred to, media. Those who already use (if successful) and what not but should. As a rule here everyone thinks of the Internet and social networks, But there is life outside the Internet, and remember that many deals are sealed with a handshake real hands.

We can not recommend the same means for everyone. A rock singer, for example, Linkedin can not bring you much a priori. Because, to find out what media choose depend on three factors:

  1. Which means your clients reach (affinity). It is the key point. If you decide to base your entire communication action in Instagram and your customers are senior lawyers, You will fail safely.
  2. available budget. Take off your head that media like blogs and social networks are free. Writing this post has taken me three hours, and time is money. If you have the budget you can use traditional offline media (write a book, appear in radio ads, press, TV, exterior…), PR agencies to appear in media (Editorial format). Or online media: banners, social networks, web, blog, social media campaigns…
  3. Domain medium. It would be absurd to try to manage a blog without authority to do so. So either descartas, o delegates o te form. And the same with social networks: Do not ever get into Twitter without reading a book, that there. And if you want to watch videos “talking bust” or to speak in public without having gone through a specialist as Alicia Ro, Terry Mclean, Carles Lombarte or Elena Tecchiati.

As this issue goes a long way in two case it will cover, one on top and one on offline media online media.

An important point is to define goals online communication S.M.A.R.T., remember, Specific (Specific), Measurable (medible), Achievable (Reachable), Result-oriented (Results-oriented) and Time-limited (Implementation deadline).

 

I hope I've encouraged to create your own plan. It is a very short article, but you have the basics to start. To delve into the issue you can read the book by Andrés Pérez Ortega You have the OIR or by Neus Arques Your visibility plan +40. And of course, If you need a mentor, features US.

¹Expression by Eva Collado

²Image: Shutterstock.com

 

Low Cost, A new form of lateral thinking?. Talk about low cost and TVLowCost at ESADE

past 13 and 15 They may took place in Madrid and Barcelona respectively monographs on low cost under the title “The low cost business model and the main strategic options competitors”. The conference addressed ESADE alumni, and the truth is that both sessions were a success both in terms of attendance and interest. The teacher in charge of the talk, Michele Quintano, It was helped to describe Guillem Recolons model TvLowCost.

The main objective of the session was to demonstrate that the low cost business model "moves away from the concept of low price and is something different", as expressed Michele Quintano, Visiting Professor of the Department of Marketing, which started from the idea that low cost "is to raise, through innovation, new production processes and marketing of products and services ", where not necessarily must link low low valor.En first, Professor Quintano said the traditional model of "low price" with typical examples as the discount in the distribution of consumer goods, white markings, promotions, etc., where there is a direct relationship between price and quality in the field of expectations. However, The low cost is a new model that "attempts to eliminate all the costs of complexity (differentiation)”, where selling prices are lowered but, at the same time, "It is being offered value and enhances consumer satisfaction". Among the key aspects of this model, Quintano highlighted the optimization of processes (information management, distribution, e-business, etc.), which ensures the maintenance of high quality standards, although prices are reduced.

Quintano also alluded to the various sectors in which companies apply the business model (transport, insurance and banking, car, fashion, furniture, information technology and pharmaceutical sector, among others) and said that they "have contributed to the increase in the size of mature markets". After reviewing examples, It focused on low cost airlines and formulas they use to ensure a reduction in costs and prices without sacrificing the quality of their services as, for example, the point-to-point or price adjustment to demand easyJet or Ryanair performing. In the same line, He reviewed other cases of interest (Dacia, ING Direct, IKEA and Línea Directa Aseguradora) differentiated by applying business concept.

Michele Quintano finished his presentation discussing alternative strategies that organizations can face the success of these companies low cost: wait and see (watch and wait); coexist through funding; undertake a dual strategy, offer solutions or become low cost.

 

Then, Guillem Recolons He spoke continuing with the analysis of the concept, noting that "the low cost is an attitude, because basically no longer be a smart purchase influenced by the values ​​that each person gives the services involved in the buying process ". On the other hand, He highlighted the dichotomy between the positioning of companies using this model, as Zara IKEA, and consumer perception thereof.

Later, Recolons recounted how the idea originated TVLowCost, "In an apparent gap in the market", in an environment characterized by the existence of two types of advertising companies: on the one hand, agencies belonging to large multinational, which they offer expensive services and, for another, local small businesses, usually unable to project beyond its scope. Thus was born this initiative, "Which it is embodied by a vehicle: the all-inclusive pack ", with a range of preset services (for example, a campaign on national television, production, Research and fees included, no monthly fee), at a very attractive price.

Likewise, the founder of the multinational partner TVLowCost said the goal is not to compete with the big agencies, but "generate a new market", addressing those companies with revenue between ten million and thirty million so far had not raised the use of television to advertise because, as usual, They have a significant budget barrier. Its formula is nothing but a set of variables appropriately combined, as expertise in television, minimal structure itself-and the consequent outsourcing of creative high level-, presenting multiple creative proposals or the maximum use of new technologies and the Internet.

To end the session, Guillem Recolons said several examples of commercials made by TVLowCost, where attendees could learn simple productions and different formats designed for midsize businesses.