MAKALAH BISNIS MODEL KANVAS KANVAS
Disusun Oleh : MUHARDI 14.01.012.017
FAKULTAS TEKNOLOGI ERTAM!ANGAN ROGRAM STUDI TEKNIK MESIN UNI"ERSITAS TEKNOLOGI SUM!A#A TA 201$%2017
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Kata Penghantar
u&i s'u(u) s*'* +*n&*,(*n (eh*-i)*, Tuh*n *n/ M*h* Es* *,*s li+*h*n )*h*, -*n (*sihn'* *,*s *nu/)*h hi-u+ -*n (eseh*,*n '*n/ s*'* ,e)i* se),* +e,un&u(N'* sehin//* e3e)i(*n (e*+u*n -*n (eu-*h*n 3*/i s*'* -*l* +en'usun*n *(*l*h ini. Di -*l* *(*l*h ini s*'* sel*(u +en'usun h*n'* se3*,*s ilu '*n/ 3is* s*'* s*&i(*n -en/*n ,+i( 5!isnis M-el 6*n*s8. Di*n* -*l* ,+i( ,e)se3u, *-* 3e3e)*+* h*l '*n/ 3is* (i,* +el*&*)i (hususn +en/e,*hu*n ,en,*n/ !isnis M-el 6*n*s. S*'* S*'* en'*-*) en'*-*)ii 3*h9* 3*h9* (e,e)3 (e,e)3*,* *,*s*n s*n +en/e,* +en/e,*hu*n hu*n -*n +e*h* +e*h**n *n s*'* s*'* ,en,*n/ en/*n*lis* (*sus +e)us*h**n ini en&*-i(*n (e,e)3*,*s*n s*'* +ul* un,u( e3e) e3e)i(* i(*n n +en&*3* +en&*3*)*n )*n '*n/ '*n/ le3ih le3ih -*l* -*l* ,en,*n ,en,*n/ / *s*l* *s*l*h h ini ini (i)*n'* (i)*n'* hn hn -i*(l -i*(lui ui *+*3il *+*3il** *sih *sih ,e)-*+* ,e)-*+*,, (e(u)* (e(u)*n/*n n/*n -*n (es*l* (es*l*h*n h*n -*l* -*l* +en'usu +en'usun*n n*n *(*l*h ini. H*)*+*n s*'* se/* *(*l*h ini e3*9* *n**, 3*/i (i,* se,i-*(n'* un,u( se(e-*) e3u(* ;*()*9*l* 3e)i(i) 3 e)i(i) (i,* ,en,*n/ !isnis M-el 6*n*s. Ti-*( lu+* s*'* u;*+(*n ,e)i*(*sih (e+*-* Re<* F*hi Ans)' ST sel*(u -sen *,* (uli*h Te;hn+)eneu)shi+ *,*s 3i3in/*n -*n -u(un/*nn'*.
Su3*9* 2= O(,3e) 201$
enulis
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DAFTAR ISI Halaman Judul......................................................................................................... Kata Penghantar...................................................................................................... DAFTAR ISI............................................................................................................. BAB I PENDAH!L!AN....................................................................................... " "." Latar Bela#ang Bela#ang................................................ ................................................ ................................. ....................................... ...... " ".$ Rumu%a Rumu%an n Ma%alah............................................................ ......... ................. ............ .... " ".& Tu'a u'an n ...................................................... ............................................................................... ................................. ................ ............... ....... " BAB II PEMBAHASAAN..................................................................................... $ $.". B%n% M(del Kan)a% * Business Model Canvas+.................................. $ $.$ Sem,lan Elemen Elemen B%n% M(del Kan)a%............................................... & $.& De%an B%n% B%n% M(del Kan)a%....................................................... Kan)a%............................................................... .......... .. $BAB III PEN!T! PEN!T!P............................................................... P.............................................................................................. .................................. ... $ $ KESIMP!LAN ....................................................................................................... $ DAFTAR F!STAKA............................................................................................... $/
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BAB I PENDAH!L!AN "." Latar Bela#ang
!isnis M-el K*n*s *,*u '*n/ le3ih -i(en*l( -en/*n !M6 e)u+*(*n (nse+ -el 3isnis '*n/ -i (e3*n/(*n leh Ale>*n-e) Os,e)9*l-e) -*n es i/neu) ?200=@. !M6 en-es()i+si(*n -*s*) +ei(i)*n 3*/*i*n* )/*nis*si -i;i+,*(*n -is*+*i(*n -*n -i,*n/(*+ nil*in'*. Knse+ !M6 3e)h*sil en/u3*h (nse+ -el 3isnis '*n/ )ui, en&*-i se-e)h*n*. K*)en* (ese-e)h*n**n'* e,-e (*n*s -*+*, en-)n/ se3*n'*( un/(in (*)'*9*n ,e)li3*, -*l* +en/e3*n/(*n -el 3isnis )/*nis*sin'*. !M6 e3e)i(*n s,e+s,e+ '*n/ e+*sili,*s(*n ,en,*n/ e3u*, 3isnis se;*)* -e,*il '*n/ -i,*+il(*n -*l* s*,u le3*) (*n*s 3e)isi Se3il*n eleen ?(,*(@. Se3il*n eleen -*l* !M6 ,e)se3u, en;*n/(u+ 6us,e) Se/en, "*lue )+si,in 6h*nnel 6us,e) Rel*,inshi+ Reenue S,)e* Ke' Resu);es Ke' A(,ii,ies Ke' *,neshi+ -*n 6,s S,)u;,u)e. ".$ Rumu%an Ma%alah
!e)-*s*)(*n su3e) '*n/ s*'* /un*(*n se3*/*i )u&u(*n%)ee)ensi *(* )uus*n *s*l*h '*n/ -*+*, -i3*h*s se3*/*i 3e)i(u, : *. A+* 3isnis -el (*n*s i,u 3. !*/*i*n* +en&el*s*n -*)i Se3il*n eleen !M6 ;. !*/*i*n* -es*in 3isnis -el (*n*s ".& Tu'uan
A-*+un ,u&u*n -*)i +enulis*n *(*l*h ini *-*l*h se3*/*i 3e)i(u, : *. Un,u( en/e,*hui +en&el*s*n le3ih )in;i -*)i 3isnis -el (*n*s. 3. Un,u( en/e,*hui +en&el*s*n le3ih )in;i -*)i eleen !M6. ;. Un,u( en/e,*hui +en&el*s*n le3ih )in;i -*)i -es*in 3isnis -el (*n*s.
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BAB II PEMBAHASAN $." B%n% M(del Kan)a% * Business Model Canvas+
Lin/(un/*n 3isnis se(*)*n/ ini e)u+*(*n lin/(un/*n '*n/ (+e,i,i ;e+*, 3e)u3*h -*n e)u+*(*n lin/(un/*n '*n/ se*(in suli, un,u( +e)us*h**n ,e)u,** un,u( e3u*, (e+u,us*n 3isnis. e)us*h**n -ih*-*+(*n -en/*n in)*si 3*)u ,en,*n/ ,e(nl/i in)*si si(lus hi-u+ +)-u( '*n/ le3ih +en-e( +*s*) /l3*l -*n +e)s*in/*n (e,*,. De9*s* ini +e)us*h**n &u/* h*)us en/ell* in/(un/*n s*lu)*n -is,)i3usi )*n,*i +*s( i+leen,*si TI '*n/ *h*l (ei,)**n s,)*,e/is -*n h*)us le(si3el un,u( 3e)e*(si -en/*n +e)u3*h*n +*s*). *n/ en/he)*n(*n (nse+ -*n +e)*n/(*, lun*( '*n/ e3*n,u *n*&e) e*sili,*si (e+u,us*n s,)*,e/is 3isnis -i lin/(un/*n '*n/ suli, ini *sih l*n/(*. Ti-*( *-* *l*, +e)*n/(*, lun*( '*n/ 3e)/un* un,u( enil*i e*h*i en/u(u) en/u3*h 3e)(uni(*si *,*u 3*h(*n ensiul*si(*n -el 3isnis ?Os,e)9*l-e) 2004@. !*n'*( *n*&e) ,i-*( en/e),i 3*/*i*n* se3en*)n'* (nse+ 3isnisn'* *,*u -en/*n (*,* l*in *n*&e) ,e)se3u, ,i-*( eili(i +e*h**n in,ui,i ,en,*n/ -el 3isnis +e)us*h**nn'* es(i+un -el 3isnis ini een/*)uhi seu* (e+u,us*n +en,in/. D*l* 3*n'*( (*sus *n*&e) &*)*n/ 3e)(uni(*si -en/*n ;*)* '*n/ &el*s -*n se-e)h*n* ?Lin-e) -*n 6*n,)ell 2000@. Oleh (*)en* i,u *(*n en*)i( *+*3il* *-* s*,u se, *l*, '*n/ eun/(in(*n
+el*(u
3isnis
un,u(
e*h*i
-el
3isnis
e)e(* -*n unsu)unsu) '*n/ *-* -i -*l* -el 3isnis e)e(* sehin//*n e)e(* -en/*n u-*h en/(uni(*si(*n -el 3isnis +e)us*h**nn'* (e+*-* )*n/ l*in -*n e3i*)(*n e)e(* un,u( en/u3*h -*n 3e)*in*in -en/*n -el
3isnis
,e)se3u,
se(*li/us
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en/en*i
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?Os,e)9*l-e)2004@.
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D*l* 3u(un'* '*n/ 3e)&u-ul 5 Business Model Generation” ?2010@ Os,e)9*l-e) -*n i/neu) e3u*, su*,u (e)*n/(* -el 3isnis '*n/ 3e)3en,u( (*n*s -*n ,e)-i)i -*)i se3il*n (,*( '*n/ 3e)isi(*n eleeneleen '*n/ s*lin/ 3e)(*i,*n. Menu)u, Os,e)9*l-e) -*n i/neu) ?2010@ -el 3isnis (*n*s *-*l*h se3u*h -el 3isnis '*n/ en//*3*)(*n -*s*) +ei(i)*n ,en,*n/ 3*/*i*n* se3u*h )/*nis*si *,*u +e)us*h**n en;i+,*(*n en'e)*h(*n -*n en*n/(*+ nil*i. De9*s* ini ,i-*( *-* (e+*s,i*n en/en*i (nse+ -el 3isnis. M*(* -*)i i,u (nse+ -el 3isnis (*n*s e)u+*(*n (nse+ '*n/ -*+*, en&*-i 3*h*s* 3e)s** '*n/ eun/(in(*n un,u( en//*3*)(*n -*n e*ni+ul*si -el 3isnis un,u( e3u*, *l,e)n*,i (e3i&*(*n s,)*,e/i '*n/ 3*)u. $.$ Sem,lan Elemen B%n% M(del Kan)a%
M-el 3isnis (*n*s -i/*3*)(*n el*lui se3il*n 3l( 3*n/un*n -*s*) '*n/ enun&u((*n l/i(* 3*/*i*n* se3u*h +e)us*h**n 3e)*(su- un,u( en/h*sil(*n u*n/. Se3il*n 3l( ini en;*(u+ e+*, 3i-*n/ u,** 3isnis '*i,u +el*n//*n +en*9*)*n in)*s,)u(,u) -*n (el*'*(*n (eu*n/*n. Kese3il*n 3l( 3*n/un*n -*s*) '*n/ -i/un*(*n un,u( +en//*3*)*n -el 3isnis (*n*s *-*l*h: A. 0u%t(mer Segment%
*s*) ,e)-i)i -*)i 3e)3*/*i *;* +e3eli '*n/ e3eli su*,u +)-u( sesu*i -en/*n (ein/in*n su3e) -*'* l(*si -*n (e3i*s**n e3eli. K*)en* *sin/*sin/ eili(i (e3u,uh*n -*n (ein/in*n '*n/ uni( *sin/ *sin/ +e3eli e)u+*(*n +*s*) +,ensi*l ,e)sen-i)i. Oleh se3*3 i,u +en&u*l i-e*ln'* en-es*in +)/)* +e*s*)*nn'* ,e)sen-i)i 3*/i *sin/*sin/ se/en +*s*) ,e)se3u, n*un ,i-*( seu* (u+ul*n +el*n//*n -*+*, -ise3u, se3*/*i se/en +*s*).
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Su*,u (el+( +el*n//*n -*+*, -ise3u, se3*/*i se/en +*s*) *+*3il*:
Mee)lu(*n +el*'*n*n ?value propositions@ '*n/ ,e)sen-i)i (*)en* +e)*s*l*h*n -*n (e3u,uh*n se;*)* (husus. Di;*+*i -*n -il*'*ni -en/*n s*lu)*n -is,)i3usi ?channels@ '*n/ 3e)3e-*. e)lu +en-e(*,*n ?customer relationship@ '*n/ 3e)3e-*. Me3e)i(*n +)i,*3ili,*s '*n/ 3e)3e-*. Me+un'*i (e*+u*n 3*'*) '*n/ 3e)3e-* sesu*i -en/*n +e)se+si ,e)h*-*+ nil*i '*n/ e)e(* ,e)i*. Se;*)* uu se/en +*s*) ,e)-i)i -*)i (el+( +el*n//*n '*n/
eili(i se+e)*n/(*, (ein/in*n '*n/ s** ?K,le) 200B@. el*n//*n *-*l*h &*n,un/ -*)i se,i*+ -el 3isnis. T*n+* *-*n'* +el*n//*n ,i-*( *-* s*,u+un +e)us*h**n '*n/ -*+*, 3e),*h*n -*l* &*n/(* 9*(,u '*n/ l**. D*l* )*n/(*
eenuhi
+el*n//*n+el*n//*n
(e+u*s*n
+el*n//*n
+e)us*h**n
en/el+((*n
(e 3e3e)*+* se/en '*n/ 3e)3e-* 3e)-*s*)(*n
(es***n (e3u,uh*n (es***n +e)il*(u -*n l*inl*in. M-el 3isnis -*+*, -i,e)*+(*n -*l* 3e)3*/*i +e)us*h**n 3*i( (e;il *u+un 3es*). Ada ,erma1am2ma1am t3e dalam %egmenta% 3a%ar antara lan4 ". *s*) Te)3u(* ? Mass Market @
M-el 3isnis '*n/ se/en,*si +*s*)n'* e)u+*(*n mass market *,*u +*s*) ,e)3u(* ,i-*( en/el+((*n +el*n//*n -*l* 3e)3*/*i (el+( *,*u se/en (husus. Di sini +e)us*h**n 3e)*n//*+*n 3*h9* seu* )*n/ *-*l*h +el*n//*n. Value propositions ?nil*i ,*3*h '*n/ -i3e)i(*n (e+*-* +*)* +el*n//*n@ channels ?s*lu)*n un,u( 3e)hu3un/*n -en/*n +*)* +el*n//*n@ -*n customer relationships ?,i+e hu3un/*n '*n/ in/in -i&*lin -en/*n +*)* +el*n//*n@ h*n'* 3e)(us +*-* *s'*)*(*, uu '*n/ eili(i (e3u,uh*n -*n *s*l*h '*n/ h*+i) s**. !isnis ini -*+*, -i,eu(*n +*-* +el*n//*n *l*, ele(,)ni(. 2. 6e)u( *s*) ? Niche Market @
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M-el 3isnis '*n/ se/en,*si +*s*)n'* e)u+*(*n niche market *,*u +*s*) (husus ?;e)u(@ en*)/e,(*n (e+*-* se/en +*s*) ,e),en,u '*n/ s+esii( '*n/ 3i*s*n'* &ul*hn'* (e;il -*n 3elu ,e)l*'*ni -en/*n 3*i(. Value propositions ?nil*i ,*3*h '*n/ -i3e)i(*n (e+*-* +*)* +el*n//*n@ channels ?s*lu)*n un,u( 3e)hu3un/*n -en/*n +*)* +el*n//*n@ -*n ;ustomer relationships ?,i+e hu3un/*n '*n/ in/in -i&*lin -en/*n +*)* +el*n//*n@ seu*n'* -i,u&u(*n +*-* (e3u,uh*n (husus -*)i niche market . M-el 3isnis ini uu -i,eu(*n +*-* hu3un/*n 3isnis *n,*)* supplierbuyer is*ln'* +*3)i( +e)*(i,*n 3il e3u,uh(*n 3*h*n3*h*nn'* -*)i +*3)i( *u,3il u,**. e*s*) 3i*s*n'* en/i-en,ii(*si ;e)u( +*s*) -en/*n e3*/i 3*/i se3u*h se/en en&*-i 3e3e)*+* su3se/en *,*u -en/*n en-einisi(*n se3u*h (el+( '*n/ en;*)i /*3un/*n *n**, (husus '*n/ 3e)3e-* -en/*n '*n/ -i;*)i leh (el+( l*in. 6n,hn'* se/en +e)(( 3e)*, en;*(u+ e)e(* '*n/ 3e)us*h* un,u( 3e)hen,i e)(( -*n e)e(* '*n/ ,i-*( +e-uli. 6e)u( +*s*) '*n/ en*)i( eili(i ;i)i;i)i se3*/*i 3e)i(u,: el*n//*n -i +*s*) ,e)se3u, eili(i (u+ul*n (e3u,uh*n '*n/ 3en*) 3en*) 3e)3e-*C e)e(* 3e)se-i* e3*'*) h*)/* ,*3*h*n (e+*-* +e)us*h**n '*n/ +*lin/ eu*s(*n (e3u,uh*n e)e(*C ;e)u( i,u ,i-*( un/(in en*)i( +es*in/ l*inC +e)us*h**n +en/isi ;e)u( en-*+*,(*n +en/he*,*n ,e),en,u el*lui s+esi*lis*siC -*n ;e)u( eili(i u(u)*n l*3* se),* +,ensi +e),u3uh*n '*n/ e*-*i. . *s*) Te)se/en,*si ?Segmented @ M-el 3isnis '*n/ se/en,*si +*s*)n'* e)u+*(*n segmented en/el+((*n +el*n//*n -*l* 3e)3*/*i se/en '*n/ eili(i (e3u,uh*nn'* *u+un *s*l*h '*n/ 3e)3e-*. Value propotions ?nil*i ,*3*h '*n/ -i3e)i(*n (e+*-* +*)* +el*n//*n@ channels ?s*lu)*n un,u(
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3e)hu3un/*n -en/*n +*)* +el*n//*n@ -*n customer relationships ?,i+e hu3un/*n '*n/ in/in -i&*lin -en/*n +*)* +el*n//*n@ -isesu*i(*n -en/*n se/en +*s*)n'*. Se/en,*si
+*s*)
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el*(u(*n se/en,*si +*s*) '*i,u -e/)*i /e/)*i -*n +si(/)*i. en-e(*,*n -e/)*i eli+u,i usi* &enis (el*in +e(e)&**n +en-i-i(*n -*n +en-*+*,*n. en-e(*,*n /e/)*i ;en-e)un/ e3*/i +el*n//*n 3e)-*s*)(*n 9il*'*h ,e+*, ,in//*l se-*n/(*n +en-e(*,*n +si(/)*i eli+u,i /*'* hi-u+ si(*+si(*+ -*n in*, +el*n//*n ?Ai)l*n//* 2011@. 4. Die)sii(*si *s*) ? Diversified @ M-el 3isnis '*n/ se/en,*si +*s*)n'* e)u+*(*n diversified en/el+((*n +el*n//*n -*l* 3e)3*/*i se/en '*n/ eili(i ,i-*( 3e)(*i,*n -*l* h*l +e)*s*l*h*n -*n (e3u,uh*nn'*. Ke-u* *,*u le3ih se/en +el*n//*n ini ,*+*(n'* eili(i (e3u,uh*n '*n/ s** *(*n ,e,*+i 3e-* (*)*(,e)is,i(n'*. Den/*n *-*n'* -ie)sii(*si +*s*) lue +*s*) &u/* *(*n se*(in lu*s. !*h(*n un/(in -*+*, en;i+,*(*n +*s*) +*s*) 3*)u. Mis*ln'* +*-* ,*hun 200$ A*<n.; eu,us(*n un,u( -ie)sii(*si 3isnis )i,el '*n/ sel** ini -i/elu,in'* -en/*n ;*)* en&u*l &*s* l*'*n*n 5cloud computing 8 '*i,u &*s* l*'*n*n '*n/ 3e)/e)*( -i 3i-*n/ +en'i+*n*n nline -*n se)e). H*l ini en'e3*3(*n **<n.; h*)us eul*i 3isnisn'* -en/*n se/en,*si +*s*) '*n/ 3e)3e-* '*n/ eili(i nil*i ,*3*h '*n/ s*n/*, 3e)3e-* +ul*. B. Mul,i+*s*) ? Multi-sided latform@
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!e3e)*+* )/*nis*si el*'*ni -u* *,*u le3ih +el*n//*n '*n/ eili(i hu3un/*n s*,u s** l*in *,*u s*lin/ 3e)(*i,*n ?multiside market @ . Mis*ln'* +e)us*h**n '*n/ 3e)/e)*( -i 3isnis su)*, (*3*) e3u,uh(*n +e3*;* '*n/ 3*n'*( un,u( en*)i( +e)h*,i*n +en/i(l*n. Disisi l*in +e)us*h**n &u/* e3u,uh(*n +en/i(l*n un,u( e3i*'*i +)-u(si -*n -is,)i3usi. Ke-u* se/en ini -i3u,uh(*n un,u( e3u*, -el 3isnis +e)us*h**n ini. B. Value Pr(3(%t(n%
Value propositions ?Nil*i ,*3*h '*n/ -i3e)i(*n (e+*-* +*)* +el*n//*n@ ,e)-i)i -*)i +)-u( -*n &*s* '*n/ -*+*, en*3*h nil*i ,*3*h (e+*-* se/en,*si '*n/ s+esii(. !*/i +el*n//*n value propositions ,e)9u&u- -*l* 3en,u( +ee;*h*n *s*l*h '*n/ -ih*-*+i *,*u ,e)+enuhin'* (e3u,uh*n! Value propositions e)u+*(*n *l*s*n (en*+* +el*n//*n se)in/ en/*lih(*n +e)h*,i*n -*)i s*,u +e)us*h**n (e +e)us*h**n l*in. Value propositions ini -*+*, en/*,*si (e3u,uh*n +el*n//*n *,*u+un eu*s(*n (e3u,uh*n +el*n//*n. D*l* h*l ini value propositions *-*l*h (eun,un/*n '*n/ -i,*9*)(*n +e)us*h**n (e+*-* +el*n//*n. !e3e)*+* value propositions 3e)si*, in*,i '*n/ en*9*)(*n h*l '*n/ 3en*)3en*) 3*)u. L*inn'* &u/* -*+*, i)i+ -en/*n +en*9*)*n +*s*) uun'* n*un -i,*3*h(*n -en/*n *,)i3u,*,)i3u, l*inn'*. D*l* -el 3isnis (*n*s eleen value propositions een/*)uhi -*n -i+en/*)uhi leh h*+i) seu* eleeneleen l*in. Eleen '*n/ ,e)(*i, l*n/sun/ *-*l*h customer segments. H*l ini 3is* -i+*h*i (*)en* se,i*+ se/en eili(i (e3u,uh*n -*n +e)s*l*n '*n/ uni(. Des*in value propositions -*+*, -il*(u(*n -en/*n in*si nil*i ?value creation@ -*n +enu)un*n 3i*'*. In*si nil*i *(*n e3u*, +el*n//*n 3e)se-i* e3*'*) le3ih ,in//i -*n *(*n enin/(*,(*n revenue streams. Sel*in Value creation +e)us*h**n &u/* -*+*, en/u)*n/i *,*u en/hil*n/(*n value propositions
7
'*n/ se3en*)n'* ,i-*( -i3u,uh(*n *,*u (u)*n/ +en,in/ un,u( +el*n//*n sehin//* -*+*, enu)un(*n 3i*'* ?M M*n*&een 2012@. Value proposition e3u*, nil*i ,*3*h un,u( se/en +*s*) el*lui +en;*+u)*n eleeneleen '*n/ sesu*i -en/*n (e3u,uh*n se/en +*s*). Nil*i ,*3*h -*+*, 3e)si*, (u*n,i,*,i ?Mis*ln'*: h*)/* (e;e+*,*n +el*'*n*n@ -*n (u*li,*,i ?Mis*ln'*: -es*in +en/*l**n +el*n//*n@. Be,era3a elemen 5ang ,er#(ntr,u% 3ada 3em,entu#an nla tam,ah adalah4
Ke3*)u*n ? Ne"ness@ )+sisi nil*i (e3*)u*n *-*l*h +)+sisi nil*i '*n/ se3elun'* ,i-*( +e)n*h -i,*9*)(*n leh +e)us*h**n *n*+un (*)en* ,i-*( *-* +en*9*)*n se+e),i i,u. H*l ini se)in/ ,e)&*-i +*-* +)-u( ,e(nl/i is*ln'* ,ele+n selul*).
Kine)&* ? erformance@ Menin/(*,(*n (u*li,*s +)-u( *,*u+un (ine)&* -*l* +el*'*n*n e)u+*(*n ;*)* '*n/ uu un,u( e3u*, nil*i ,*3*h. N*un (ine)&* '*n/ ,el*h -i,in/(*,(*n eili(i (e,e)3*,*s*n is*ln'* +e),u3uh*n (+u,e) ;e+*, ,e)us e3u,uh(*n -*,* +en'i+*n*n '*n/ 3es*) -*n /)*i( '*n/ se*(in 3*/us sehin//* ,i-*( -*+*, eenuhi (e3u,uh*n +el*n//*n l*/i.
Kus,is*si ?#ustomi$ation@ #ustomi$ation *-*l*h +)-u( *,*u &*s* '*n/ -isesu*i(*n -en/*n (e3u,uh*n in-ii-u*l +el*n//*n. Se(*)*n/ -i(e3*n/(*n (nse+ mass cu$tomi$ation '*i,u 3en,u( +en'esu*i*n (e3u,uh*n in-ii-u ,e,*+i 3is* -i+)-u(si se;*)* *ss*l. De9*s* ini +)-u(+)-u( mass customi$ation -*n co-creation en&*-i se*(in +en,in/.
8
en'eles*i*n e(e)&**n ?Getting the %ob Done@ Nil*i ,*3*h ini -*+*, -i3u*, -en/*n ;*)* e3*n,u +el*n//*n -*l*
en'eles*i(*n
3e3e)*+*
+e(e)&**n.
Mis*ln'*
+e)us*h**n
+e)i(l*n*n e3*n,u +el*n//*n -*l* e)*n;*n/ -*n e3u*, i(l*n. Den/*n 3*n,u*n +e)us*h**n +e)i(l*n*n ini *(* +el*n//*n -*+*, le3ih 3e)(nsen,)*si -*l* en&*l*n(*n s,)*,e/i +)si.
Des*in ? Design@ Nil*i ,*3*h -es*in *-*l*h *,)i3u, '*n/ +en,in/ n*un suli, un,u( -iu(u). Se3u*h +)-u( -*+*, ,*+*( e9*h (*)en* -es*in '*n/ 3*/us. D*l* in-us,)' *shin -*n ele(,)ni( -es*in *-*l*h value proposition '*n/ s*n/*, +en,in/.
Me)e(%S,*,us ? Brand& Status@ el*n//*n -*+*, eneu(*n nil*i ,*3*h -*l* e)e( -*)i su*,u +)-u(
*,*u+un
&*s*.
Nil*i
,*3*h
e)e(
ini
-i*n//*+
-*+*,
enin/(*,(*n s,*,us s;i*l e(ni +el*n//*n '*n/ e*(*i +)-u(n'*. Mis*ln'* +el*n//*n &* ,*n/*n Rle> *(*n e)*s* 3*n//* (e,i(* e*(*i &* ,*n/*n ,e)se3u,.
H*)/* ? rice@ Ke,i(* +e)us*h**n en*9*)(*n +)-u( '*n/ i)i+ -en/*n +)-u( '*n/ ,el*h *-* -i +*s*) -*n le3ih u)*h -i3*n-in/ +)-u( l*in ,e)se3u, *-*l*h ;*)* uu un,u( een*n/(*n se/en +*s*) '*n/ sensi,i ,e)h*-*+ h*)/*. Mis*ln'* RIM en/elu*)(*n !l*;(3e))' -i 3*9*h -u* &u,* )u+i*h un,u( e3e)i nil*i ,*3*h -*)i *s+e( h*)/*.
en/u)*n/*n !i*'* ?#ost 'eduction@
9
e)us*h**n -*+*, e3e)i(*n nil*i (e+*-* +el*n//*n 3e)u+* +en/u)*n/*n 3i*'* -*)i *(,ii,*s '*n/ -il*(u(*n leh +el*n//*n. Mis*ln'* s*les);e.; '*n/ en&u*l *+li(*si hs,in/ customer relationship management . H*l ini -*+*, en/un,un/(*n +el*n//*n (*)en* +el*n//*n ,e)3e3*s -*)i 3i*'* e3eli en/ins,*l -*n en/ell* +e)*n/(*, lun*( i,u sen-i)i.
en/u)*n/*n Risi( ? 'isk 'eduction@ e)us*h**n -*+*, e3e)i(*n nil*i (e+*-* +el*n//*n -en/*n ;*)* en/u)*n/i )isi( '*n/ -ih*-*+i +el*n//*n. Mis*ln'* *-*l*h /*)*nsi +)-u( *,*u &*s* -*)i se3u*h +e)us*h***n un,u( el*'*ni (eluh*n +el*n//*n *(i3*, +)-u( *,*u &*s* ,e)se3u, )us*( *,*u ,i-*( -*+*, -i/un*(*n.
A(ses ? (ccessibility@ 6*)* l*in un,u( e3e)i(*n nil*i ,*3*h *-*l*h e3u*, +)-u( *,*u &*s* '*n/ -*+*, -i&*n/(*u leh +el*n//*n -i*n* +el*n//*n se3elun'* ,i-*( -*+*, en&*n/(*u +)-u( *,*u &*s* ,e)se3u,. H*l ini e)u+*(*n h*sil -*)i in*si -el 3isnis ,e(nl/i 3*)u *u+un /*3un/*n -*)i (e-u*n'*.
Ken'**n*n%Keu-*h*n en//un**n ?#onvenience& )sability@ e)us*h**n &u/* -*+*, en;i+,*(*n nil*i ,*3*h -en/*n ;*)* e3u*, +)-u( '*n/ le3ih n'**n -*n u-*h un,u( -i/un*(*n +el*n//*n *-*l*h +e3en,u(*n nil*i ,*3*h '*n/ s*n/*, +en,in/. Mis*ln'*
+e)us*h**n i- -*n iTunes '*i,u A++le en*9*)(*n
(en'**n*n +el*n//*n un,u( en;*)i e3eli en-9nl*- -*n en-en/*)(*n usi( -i/i,*l. 6. 0hannel%
10
#hannels *-*l*h s*lu)*n un,u( 3e)hu3un/*n -en/*n +*)* +el*n//*n. Kuni(*si -is,)i3usi -*n &*)in/*n +en&u*l *,*u sales e)u+*(*n s*l*h s*,u us*h* +e)us*h**n un,u( 3e)(uni(*si -en/*n +el*n//*n. #hannels e*in(*n +e)*n*n '*n/ +en,in/ -*l* +en/*l**n +el*n//*n. #hannels eili(i 3e3e)*+* un/si *n,*)* l*in: 1. Menin/(*,(*n (es*-*)*n +el*n//*n ,e)h*-*+ +)-u( -*n &*s* -*)i +e)us*h**n. 2. Me3*n,u +el*n//*n -*l* en/e*lu*si value proposition -*)i +e)us*h**n. . Me*sili,*si +el*n//*n un,u( e3u*, +)-u( -*n &*s* ,e),en,u. 4. Me3*n,u e'*+*i(*n nil*i ,*3*h un,u( +el*n//*n. B. Me3e)i -u(un/*n (e+*-* +el*n//*n +*s;* +e3eli*n! Meneu(*n channels '*n/ ,e+*, -*l* eu*s(*n (e3u,uh*n +el*n//*n *-*l*h 3*/i*n ()usi*l -*l* e3e)i(*n value proposition 3*/i +e)us*h**n. O)/*nis*si -*+*, eilih en'en,uh +el*n//*nn'* el*lui o"n media '*n/ -iili(i +e)us*h**n sen-i)i partner media *,*u +e)+*-u*n -*)i (e-u*n'*. artner channels 3i*s*n'* 3e)si*, ,i-*( l*n/sun/ -*n eili(i +ilih*n+ilih*n '*n/ 3e)*/* is*ln'* "holesales* retail* -*n l*inl*in. artner channels e3u*, *)/in '*n/ -i,e)i* +e)us*h**n )en-*h n*un +e)us*h**n -*+*, en/e3*n/(*n -*n en//un*(*n (eun//ul*n -*)i partner . +"ned channels e3u*, *)/in '*n/ -i,e)i* +e)us*h**n ,in//i ,*+i &u/* 3)s -*l* +e3i*'**n. 6*)* +*lin/ ,e+*, *-*l*h en//*3un/(*n -*n en'ei3*n/(*n (e-u*n'* un,u( e3u*, +el*n//*n +u*s -*n e*(si*l(*n (eun,un/*n. Os,e)9*l-e) -*n i/neu) ?2010@ e3*/i channels -*l* B ?li*@ *se '*i,u a"areness* evaluation* purchase* delivery* -*n aftersales! *-* *se a"areness* channels 3e)un/si un,u( en/en*l(*n +e)us*h**n (e+*-* +el*n//*n. Sel*n&u,n'* *se evaluation *,*u *se +en&*&*/*n *-*l*h *se un,u( s*lin/ enil*i *n,*)* +e)us*h**n -*n +el*n//*n. F*se sel*n&u,n'* *-*l*h *se purchase '*i,u *se +e3eli*n -i*n* +e)us*h**n -*n +el*n//*n el*(u(*n
11
+)ses ,)*ns*(s &u*l 3eli +)-u(. Se,el*h +)ses ,)*ns*(si *(* channels *su( +*-* *se delivery '*n/ e)u+*(*n +e3u(,i*n value propositions. el*n//*n 3e)h*( en-*+*,(*n 5&*n&i8 '*n/ -i,*9*)(*n -*n -i l*in +ih*( +e)us*h**n 3e)(e9*&i3*n eenuhi 5&*n&i8 '*n/ -i,*9*)(*n -*l* value propositions -*n 3e)h*( en-*+*,(*n +en/h*)/**n. Sel*n&u,n'* *se ,e)*(hi) *-*l*h *se after sales *,*u *se +u)n*&u*l '*n/ se)in/(*li -ilu+*(*n *,*u ,i-*( -i+e)h*,i(*n leh +e)us*h**n. F*se +u)n*&u*l *-*l*h *se +enen,u *+*(*h +el*n//*n el*(u(*n ,)*ns*(si ul*n/ -en/*n +e)us*h**n *,*u +el*n//*n su-*h ;u(u+ se(*li s*&* el*(u(*n ,)*ns*(si. Keu-*h*n +el*n//*n -*l* en'*+*i(*n s*)*n *u+un (eluh*n e)u+*(*n s**, '*n/ enen,u(*n (e3e)l*n/sun/*n hu3un/*n (e)&*s** &*n/(* +*n&*n/. D. 0u%t(mer Relat(n%h3%
#ustomer relationships *-*l*h ,i+e hu3un/*n '*n/ in/in -i&*lin -en/*n +*)* +el*n//*n -*)i se/en +*s*) '*n/ s+esii(. e)us*h**n seh*)usn'* ei(i)(*n ,i+e hu3un/*n '*n/ *(*n -i&*lin -en/*n +*)* +el*n//*n -*)i 3e)3*/*i se/en. #ustomer relationship -*+*, -i3en,u( -*)i 3e)3*/*i ,i*si *n,*)* l*in: ,! #ustomer acuisition .! #ustomer retention /! Boosting sales 0upselling1 Tu/*s se)*n/ +e*s*) ?*)(e,e)@ -*l* -u* (el+( 3es*) '*(ni *(uisisi +el*n//*n ?customer acuisition@ -*n )e,ensi +el*n//*n ?customer retention@. D*l* (el+( +e),** ?*(uisisi +el*n//*n@ ,u/*s +e*s*) *-*l*h ,e)us ene)us en;*)i +el*n//*n 3*)u 3*i( -*)i +el*n//*n (+e,i,) *u+un en/u3*h '*n/ se3elun'* 3u(*n +el*n//*n si*+*+un en&*-i +el*n//*n e)e(* '*n/ -i(ell*. A-*+un -*l* (el+( (e-u* ?)en,ensi +el*n//*n@
,u/*s
+e*s*)
3e)u+*'*
,e)usene)us
e+e),*h*n(*n
+el*n//*n '*n/ su-*h en//un*(*n e)e(n'* */*) ,i-*( +in-*h (e e)e(
12
(+e,i,) ?#in- 2002@. Se-*n/(*n boosting sales '*i,u en-)n/ +el*n//*n '*n/ su-*h *-* un,u( 3e)3el*n&* le3ih 3*n'*( 3*/ i +e)us*h**n. !e)-*s*)(*n
-el
3isnis
customer
relationships
s*n/*,
een/*)uhi +e)*s**n +el*n//*n. A-* 3e3e)*+* (*,e/)i -*)i customer relationships '*n/ -*+*, -i+*-u(*n -en/*n customer segments *n,*)* l*in: a! ersonal (ssistance l* hu3un/*n ini -i-*+*,(*n 3e)-*s*)(*n in,e)*(si *n,*) in-ii-u. el*n//*n -*+*, 3e)(uni(*si -en/*n 9*(il -*)i +e)us*h**n se;*)* l*n/sun/ sel** +)ses +e3eli*n *,*u+un +*s;* +e3eli*n. H*l ini se)in/ -il*(u(*n el*lui call center* email* *u+un e-i* l*inn'*. b! Dedicated ersonal (ssistance Hu3un/*n ini i)i+ -en/*n personal assitance n*un le3ih en-*l* -*n in,ensi. Di sini +e)us*h**n e3e)i +e)l*(u*n is,ie9* (e+*-* +el*n//*n se3*/*i +)i3*-i (husus. !i*s*n'* +e)us*h**n enun&u( se)*n/ 9*(il un,u( el*'*ni +el*n//*n ,e),en,u. c! Self Service D*l* ,i+e hu3un/*n ini +e)us*h**n ,i-*( el*(u(*n in,e)*(si l*n/sun/ *,*u +e)sn*l ,e)h*-*+ +*)* +el*n//*n. e)us*h**n en'e-i*(*n h*lh*l
'*n/
+en,in/
un,u(
e3*n,u
+el*n//*n
eenuhi
(e3u,uh*nn'*. D*l* +e)us*h**n )e,*il self service en/*;u +*-* )*, ,( '*n/ se)in/ -i(en*l +*-* h*)i ini. el*n//*n 3is* enelusu)i +ilih*nn'* -i 9*(,u lu*n/ e)e(* neilih (e)*n&*n/ 3el*n&* e)e(* sen-i)i -*n en'eles*i(*n +)ses 3el*n&* -en/*n e3*'*) +*-* cash register -i 3*/i*n -e+*n ,( ?Neu*n 200$@. d! (utmomated Service
13
D*l* ,i+e hu3un/*n ini +e)us*h**n ,i-*( el*(u(*n in,e)*(si l*n/sun/ ,e)h*-*+ +*)* +el*n//*n n*un en'e-i*(*n h*lh*l +en,in/ '*n/ -i+)ses se;*)* ,*,is. Ini e)u+*(*n &enis hu3un/*n personal assistance -en/*n self service! Mis*ln'* +)il +)i3*-i se;*)* nline e3e)i(*n *(ses (e l*'*n*n '*n/ -isesu*i(*n -en/*n (e3u,uh*n +el*n//*n. (utomated service ini -*+*, en/en*li n*s*3*h in-ii-u -*n (*)*(,e)is,i( +el*n//*n ,e)se3u, sehin//* -*+*, en*9*)(*n +)-u( '*n/ sesu*i -en/*n +el*n//*n. e! #ommunities Uun'* +e)us*h**n se)in/ en//un*(*n (uni,*s un,u( le3ih en-e(*,(*n -en/*n +el*n//*n -*n e*sili,*si +el*n//*n '*n/ en&*-i *n//,* (uni,*s. e)us*h**n se)in/ e3u*, ( uni,*s se;*)* nline sehin//*n +el*n//*n -*+*, 3e),u(*) +i(i)*n -*n s*lin/ 3e)3*/i s*,u s** l*in. .
#o-creation Ke3*n'*(*n +e)us*h**n (e3*li +*-* hu3un/*n +e)us*h**n +el*n//*n se;*)* ,)*-isin*l un,u( e3e)i(*n nil*i ,*3*h. D*l* &enis hu3un/*n ini +e)us*h**n eli3*,(*n +el*n//*n un,u( en;i+,*(*n nil*i 3*/i +el*n//*n i,u sen-i)i. Mis*ln'* ,( 3u(u nline en/un-*n/ +el*n//*n un,u( enulis )esensi -*n en;i+,*(*n nil*i 3*/i +el*n//*n l*inn'*.
E. Re)enue Stream%
'evenue Streams *-*l*h +en-*+*,*n '*n/ -i,e)i* +e)us*h**n -*)i *sin/*sin/ se/en +*s*) *,*u -en/*n (*,* l*in revenue streams *-*l*h
14
+e*su(*n '*n/ 3i*s*n'* -iu(u) -*l* 3en,u( u*n/ '*n/ -i,e)i* +e)us*h**n -*)i +el*n//*nn'*. i(* (e+u*s*n +el*n//*n *-*l*h &*n,un/ -*)i se3u*h -el 3isnis *(* revenue streams *-*l*h +e3uluh *),e)in'*. 'evenue streams 3u(*n e+)esen,*si(*n (eun,un/*n '*n/ -i-*+*, (*)en* se;*)* uu -i(e,*hui 3*h9* (eun,un/*n e)u+*(*n +en-*+*,*n 3e)sih se,el*h -i(u)*n/i 3i*'*3i*'* us*h* ?M M*n*&een 2012@. e)us*h**n h*)us se)in/ ei(i)(*n nil*i ,*3*h *+*(*h '*n/ -*+*, -i/un*(*n sehin//* +el*n//*n *u un,u( e3*'*)n'*. A+*3il* +e),*n'**n ini -*+*, -i&*9*3 *(* +e)us*h**n -*+*, en'i+ul(*n s*,u *,*u le3ih -*)i revenue streams '*n/ -i-*+*, -*)i *sin/*sin/ se/en +*s*). M*sin/*sin/ revenue streams eili(i e(*nise h*)/* '*n/ 3e)3e-* s*,u s** l*in is*ln'* h*)/* ,e,*+ bargaining* auctioning* market dependent* volume dependent* -*n yield management! M-el 3isnis -*+*, -i3en,u( -*)i 2 ?-u*@ *;* 'evenue Streams: 1. en-*+*,*n -i-*+*,(*n -*)i s*,u (*li ,)*ns*(si. 2. en-*+*,*n '*n/ -i-*+*,(*n 3e)ul*n/ (*li '*n/
-ih*sil(*n -*)i
+e3*'*)*n 3e)(el*n&u,*n 3*i( un,u( e3e)i(*n value proposition (e+*-* +el*n//*n *,*u+un ,i-*( en'e-i*(*n -u(un/*n +*s;* +e3eli*n. Ada ,e,era3a 1ara untu# menda3at#an Revenue Streams4
en&u*l*n Ase, ? (sset Sale@ e*h**n '*n/ uu -*)i asset sale -i-*+*,(*n -*)i +en&u*l*n +)-u( +e)us*h**n '*n/ 3e)u+* 3*)*n/ *,*u &*s*. Me+e)leh +en-*+*,*n -*)i +en&u*l*n *se, su-*h en&*-i +)*(,i( 3isnis '*n/ l*
!i*'* e*(*i*n ?)sage 2ee@
15
'evenue stream ini -i-*+*,(*n -*)i +en//un**n &*s* +el*'*n*n. A+*3il* &*s* +el*'*n*n '*n/ -i/un*(*n se*(in 3*n'*( *(* +el*n//*n *(*n e3*'*) le3ih *h*l. e)us*h**n+e)us*h**n -*l* 3e)3*/*i in-us,)i &*s* *(*n en/u,**(*n *li)*n +en-*+*,*n ini.
!i*'* L*n//*n*n ?Subscription 2ees@ 'evenue
stream ini
-i-*+*,(*n -en/*n ;*)* en'e-i*(*n
+el*'*n*n un,u( +e3eli*n 3e)(el*n&u,*n -*l* su*,u +e)i-e ,e),en,u. Mis*ln'* su*,u +e)us*h**n e3e)i(*n member card (e+*-* +el*n//*n '*n/ l'*l sehin//* +el*n//*n -*+*, eni(*,i *sili,*s le3ih -*)i +e)us*h**n.
Se9* ? 3ending& 'enting& 3easing @ 'evenue stream ini -i-*+*,(*n -*)i e+e)3leh(*n sese)*n/ un,u( en-*+*,(*n h*( e(s(lusi en//un*(*n *se, +e)us*h**n -*l* +e)i-e 9*(,u ,e),en,u. K*i-*h -*s*) -*)i *li)*n +en-*+*,*n ini *-*l*h *-*n'* h*),* ,e,*+ ? fi4ed asset @ '*n/ 3e)9u&u- se;*)* isi( '*n/ -iili(i leh +e)us*h**n -*n -*+*, -i*n**,(*n leh +el*n//*nn'* se3*/*i (+ens*si +e3*'*)*n se9*. D*l* h*l ini +e3e)i +in&**n eili(i (eun,un/*n '*i,u -*+*, e+e)leh +en-*+*,*n 3e)ul*n/ (*li. ein&* *,*u +en'e9* &u/* eili(i (eun,un/*n '*i,u -*+*, eni(*,i su*,u +)-u( *u+un &*s* -*l* 9*(,u ,e),en,u ,*n+* h*)us eili(i +)-u( i,u se+enuhn'*.
Lisensi ? 3icensing @ 'evenue stream ini -i-*+*,(*n -*)i +e3e)i*n +el*n//*n su*,u i&in un,u( en//un*(*n h*( (e(*'**n in,ele(,u*l '*n/ -ilin-un/i se;*)* hu(u -en/*n i3*l*n 3i*'* lisensi. Lisensi e+e)3leh(*n +ee/*n/ lisensi un,u( en-*+*,(*n +en-*+*,*n ,*n+* h*)us e3u*, +)-u( *,*u
16
en/(e)si*lis*si(*n &*s*. Lisensi uun'* -i/un*(*n +*-* in-us,)i e-i*.
!i*'* *s* e)*n,*)* ? Brokerage 2ees@ 'evenue stream ini -i-*+*,(*n -*)i h*sil +el*'*n*n in,e)e-i*si *n,*)* -u* *,*u le3ih +ih*(. Ali)*n +en-*+*,*n ini uun'* -i+e)leh -*)i +e)us*h**n *u+un +e))*n/*n '*n/ ene)*+(*n -el 3isnis (e*/en*n. en'e-i* (*),u ()e-i, is*ln'* e+e)leh +en-*+*,*n -en/*n en/*3il se,i*+ nil*i ,)*ns*(si '*n/ -il*(s*n*(*n *n,*)* +el*n//*n -en/*n +e-*/*n/. 6n,h l*inn'* *-*l*h */en real estate '*n/ en-*+*,(*n (isi -e,i*+ (*li 3e)h*sil en;;((*n +e3eli -*n +en&u*l -*l* ,)*ns*(si.
I(l*n ? (dvertising @ 'evenue stream ini -i-*+*,(*n -*)i 3i*'* '*n/ -i(elu*)(*n un,u( +e)i(l*n*n +)-u( &*s* *,*u+un brand! *-* uun'* in-us,)i e-i* -*n event organi$er eili(i (eun,un/*n '*n/ 3es*) +*-* +e)i(l*n*n.
Dn*si ? Donation@ Ali)*n +en-*+*,*n -n*si ini ,e);i+,* -*)i +ene)i**n se&ul*h u*n/ *,*u+un +)-u( 3e)9u&u- '*n/ -*+*, -inil*i -en/*n s*,u*n u*n/ -*)i in-ii-u *,*u+un )/*nis*si '*n/ -i(en*l -en/*n se3u,*n 5-n)8 en//*n,i(*n ,e)inl/' uu '*n/ -ise3u, -en/*n +el*n//*n. e)3e-**n *n,*)* -n) -*n +el*n//*n ,e)le,*( +*-* *n**, '*n/ *(*n -i,e)i*. Ti-*( *-* +)-u( '*n/ *(*n -i,e)i* leh -n). N*un -n) *(*n ene)i* *n**, '*i,u +eenuh*n isi )/*nis*sin'* -*l* h*l ,*n//un/ &*9*3 ssi*l.
17
F. Ke5 Re%(ur1e%
5ey resources *-*l*h su3e) -*'* u,** '*n/ -i3u,uh(*n leh +e)us*h**n su+*'* -el 3isnis -*+*, 3e)&*l*n. Su3e) -*'* u,** ini e3u*, se3u*h +e)us*h**n -*+*, e3en,u( -*n en*9*)(*n value propositions* en-*+*,(*n +*s*) en/*9*si hu3un/*n -en/*n se/en se/en +*s*) -*n en-*+*,(*n +en/h*sil*n. 5ey resources -i3en,u( 3e)-*s*)(*n ,i+e -el 3isnis. 5ey resources -*+*, 3e)u+* 3en-* isi( in*nsi*l in,ele(,u*l *u+un *nusi*. 5ey resources -*+*, -iili(i leh +e)us*h**n *u+un 3e(e)&*s** -en/*n 5ey partners! Key resources da3at d#el(m3(##an %e,aga ,er#ut4
1. F*sili,*s ? hysical @ D*l* (*,e/)i ini ,e)*su( *se,*se, isi( is*ln'* *sili,*s +*3)i( 3*n/un*n esin -*n +e)*l*,*n sis,e sis,e +en&u*l*n -*n &*)in/*n -is,)i3usi. 2. In,ele(,u*l ? 6ntellectual @ Su3e)-*'* in,ele(,u*l eli+u,i brands* +en/e,*hu*n +*,en -*n h*( ;i+,* partnerships* -*n -*,*3*se +el*n//*n '*n/ e)u+*(*n (+nen '*n/ +en,in/ -*l* e3u*, -el 3isnis '*n/ (u*,. Su3e)-*'* in,ele(,u*l s*n/*, suli, un,u( -i3*n/un n*un s**, ,el*h 3e)h*sil -i3*n/un -*+*, e3e)i(*n nil*i ,*3*h '*n/ s*n/*, 3*/us. . M*nusi* ? 7uman@ Se,i*+ 3isnis ee)lu(*n su3e) -*'* *nusi* n*un *nusi* *-*l*h *sse, '*n/ s*n/*, +en,in/ -*l* -el 3isnis.
18
4. Fin*nsi*l ? 2inancial @ !e3e)*+* -el 3isnis e3u,uh(*n su3e)-*'* in*nsi*l -*n *,*u &*in*n in*nsi*l is*ln'* u*n/ ,un*i ()e-i, (e3u,uh*n(e3u,uh*n l*in un,u( eenuhi (e3u,uh*n su3e)-*'* +e)us*h**n. B. Te(nl/i ?8echnology@ *-* +e)us*h**n '*n/ high-tech ,e(nl/i en&*-i su3e) -*'* s*n/*, enen,u(*n. *-* +e)us*h**n ,ele(uni(*si
+en/u*s**n
,e(nl/i ,e)3*)u en&*-i +enen,u un,u( e9u&u-(*n value propositions '*n/ -i&*n&i(*n (e+*-* +el*n//*n. $. S*lu)*n Dis,)i3usi ?#hannel @ S*lu)*n -is,)i3usi (ini &u/* en&*-i su3e) -*'* '*n/ +en,in/. !*/i +e)us*h**n consumer good* s*lu)*n -is,)i3usi un,u( +)-u( e)e(* en&*-i s*n/*, +en,in/. 6. Ke5 A1t)te%
5ey activities *-*l*h (e/i*,*n(e/i*,*n u,** *+* s*&* '*n/ +e)lu -il*(u(*n leh )/*nis*si *,*u+un +e)us*h**n */*) -*+*, e3e)i(*n nil*i ,*3*h -en/*n 3*i(. Se,i*+ -el 3isnis eili(i *(,ii,*s*(,ii,*s u,**. H*l ini *-*l*h *(si '*n/ +*lin/ +en,in/ su+*'* +e)us*h**n -*+*, en/+e)*si(*n +e)us*h**nn'* -en/*n su(ses. Se+e),i +*-* key resources key activites &u/* -i+e)lu(*n un,u( e3u*, -*n en*9*)(*n +*-* +el*n//*n
value proposition*
en-*+*,(*n
+*s*)
-*n en/h*sil(*n
+en-*+*,*n. Sel*in i,u key activities -i3u*, 3e)-*s*)(*n -el 3isnis. Key activities da3at d#ateg(r#an %e,aga ,er#ut4
*. O+e)*si )-u(si ? roduction@
19
A(,ii,*s
ini
3e),u&u*n
un,u(
en-es*in
e3u*,
-*n
en/*n,*)(*n +)-u( -*l* &ul*h ,e),en,u -*n *,*u (u*li,*s 3*i(. A(,ii,*s +)-u(si en-in*si -*l* -el 3isnis -*l* +*3)i( +e3u*,*n 3*)*n/. A(,ii,*s*(,ii,*s u,** +*-* )/*nis*si &enis +)-u(si eli+u,i +en/*-**n 3*h*n '*n/ -i+e)lu(*n -*)i +e*s( +en/l*h*n -*l* +)ses +)-u(si se),* +en'*lu)*n +)-u( &*-i *,*u &*s* (e+*-* +el*n//*n. 3. O+e)*si *s* ? roblem Solving @ A(,ii,*s ini 3e),u&u*n un,u( en/*,*si *s*l*h -*n e3e)i(*n slusi 3*)u *,*s *s*l*h +el*n//*n se;*)* in-ii-u. A(,ii,*s +en'eles*i*n *s*l*h (hususn'* e)u+*(*n &enis (e/i*,*n +e)*si 3*/i (nsul,*n )u*h s*(i, -*n )/*nis*si)/*nis*si +el*'*n*n l*in. ;. l*,) -*n *)in/*n ? latform& Net"ork @ A(,ii,*s*(,ii,*s u,** +*-* )/*nis*si 3isnis '*n/ 3e)3*sis +l*,)
-*n
&*)in/*n
*-*l*h
+e)*n;*n/*n
+e3*n/un*n
-*n
+en/e3*n/*n hard"are-*n soft"are* ,e)*su( &*)in/*n in,e)ne, -*n 9e3si,e. A(,ii,*s*(,ii,*sn'* eli+u,i +en'e-i**n +el*'*n*n '*n/ -i3u,uh(*n leh +*)* +el*n//*n -*n +en//un* ,e)*su( +)ses +en'*+*i*nn'* -*n +en&*/**n hu3un/*n -en/*n +*)* +el*n//*n. H. Ke5 Partner%h3
5ey partnership *-*l*h i,)* u,** -*l* 3isnis is*ln'* supplier sehin//* -el 3isnis -*+*, 3e)&*l*n. e)us*h**n en&*lin (e)&*s** un,u( 3e3e)*+* *l*s*n -*n &*lin*n (e)&*s** en&*-i l*n-*s*n -*)i 3e3e)*+* -el 3isnis. e)us*h**n e3u*, *li*nsi un,u( en/+,i*si -el 3isnisn'* en/u)*n/i )isi( *,*u e+e)leh su3e)-*'*.
20
Ki,* -*+*,
e3e-*(*n
-i*n,*)*
(ee+*,
,i+e
'*n/
3e)3e-* -*)i
artnership9 1. 2. . 4.
Ali*nsi s,)*,e/is *n,*)* +e)us*h**n 3u(*n +es*in/ #oopetition : (ei,)**n s,)*,e/is *n,*) +es*in/ Us*h* +*,un/*n un,u( e3u*, 3isnis 3*)u Hu3un/*n +e3eli+e*s( sehin//* -*+*, en&*in +*s(*n '*n/ -i-*+*,(*n *-*l*h +*s(*n '*n/ 3*i( H*l ini -*+*, 3e)*n**, un,u( e3e-*(*n (e,i/* ,i*si un,u(
en&*lin (ei,)**n: *. O+,i*si -*n S(*l* E(ni !en,u( +*lin/ -*s*) -*)i (ei,)**n *,*u hu3un/*n +e3eli -*n +e*s( -i)*n;*n/ un,u( en/+,i*l(*n *l(*si su3e)-*'* -*n (e/i*,*n. e)us*h**n ,i-*( un/(in el*(u(*n se,i*+ (e/i*,*nn'* sen-i)i*n. O+,i*si -*n (ei,)**n s(*l* e(ni 3i*s*n'* -i3en,u( un,u( en/u)*n/i 3i*'* el*(u(*n outsourcing *,*u 3e)3*/i in)*s,u(,u). 3.
en/u)*n/*n Risi( -*n Ke,i-*(+*s,i*n Kei,)**n -*+*, e3*n,u -*l* en/u)*n/i )isi( -*l* lin/(un/*n '*n/ (+e,i,i '*n/ -i,*n-*i -en/*n (e,i-*(+*s,i*n. H*l ini ,i-*( 3i*s* -il*(u(*n lehn +e)us*h**n +es*in/ un,u( e3en,u( *li*nsi s,)*,e/is -i s*,u -*e)*h seen,*)* 3e)s*in/ &u/* -i ,e+*, l*in.
;. e)leh*n Su3e)-*'* -*n Ke/i*,*n Te),en,u H*n'* se-i(i, +e)us*h**n '*n/ eili(i seu* su3e) -*'* *,*u el*(u(*n seu* (e/i*,*n '*n/ -i&el*s(*n leh -el 3isnis e)e(*. Se3*li(n'*
e)e(*
enin/(*,(*n
(e*+u*n
e)e(*
-en/*n
en/*n-*l(*n +e)us*h**n l*in un,u( e3e)i(*n su3e) -*'* ,e),en,u *,*u el*(u(*n (e/i*,*n ,e),en,u. Kei,)**n ,e)se3u, -*+*, ,e),i*si
21
leh (e3u,uh*n un,u( e+e)leh +en/e,*hu*n lisensi *,*u *(ses (e +el*n//*n. I. 0(%t Stru1ture
#ost structure *-*l*h (+nen(+nen 3i*'* '*n/ -i/un*(*n su+*'* )/*nis*si *,*u +e)us*h**n 3is* 3e)&*l*n sesu*i -en/*n -el 3isnisn'*. Me3u*, -*n enin/(*,(*n nil*i ,*3*h 3e)hu3un/*n -en/*n +el*n//*n
-*n
en-*+*,(*n
+en/h*sil*n seu*n'* ,e)*su( -*l*
(+nen 3i*'*. !e3e)*+* (+nen 3i*'* -ihi,un/ se,el*h +e)us*h**n en/e,*hui key resources* key activities* -*n key partnership! Se3en*)n'* 3i*'* -*+*, -iiniis*si -*l* se,i*+ -el 3isnis. A-* -u* *;* -el 3isnis #ost Structure '*i,u 3e)-*s*)(*n 3i*'* -*n 3e)-*s*)(*n nil*i ,*3*h: ,! #ost-driven M-el 3isnis cost-driven (us +*-* iniis*si 3i*'* -i*n*+un iniis*si 3i*'* -*+*, -il*(u(*n. en-e(*,*n ini (us +*-* +e3u*,*n -*n +en/*9*s*n s,)u(,u) 3i*'* '*n/ +*lin/ u)*h en//un*(*n value propositions '*n/ u)*h e*(si*(*n ,*,is*si -*n outsourcing '*n/ lu*s. .! Value-driven !e3e)*+* +e)us*h**n (u)*n/ +e-uli -en/*n 3i*'* i+li(*si -*)i -el 3isnis,e),en,u -*n (us +*-* +e3en,u(*n nil*i ,*3*h (*)en* se/en +*s*) '*n/ -i,u&u *-*l*h se/en +*s*) '*n/ ,i-*( sensi,i ,e)h*-*+ h*)/*. Value proposition -*n ,in/(*, l*'*n*n +)i3*-i '*n/ ,in//i 3i*s*n'* en;i)i(*n -el 3isnis ini.
22
Cost Structure memiliki beberapa karakteristik, antara lain:
*. !i*'* Te,*+ !i*'* ,e,*+ *-*l*h 3i*'* ,e,*+ s** es(i+un lue 3*)*n/ *,*u &*s* '*n/ -ih*sil(*n n*i( *,*u ,u)un. 6n,hn'* *-*l*h /*&i se9* -*n *sili,*s *nu*(,u) se;*)* isi(. !e3e)*+* 3isnis se+e),i +e)us*h**n *nu*(,u) -i;i)i(*n leh ,in//in'* +)+)si 3i*'* ,e,*+. Menu)u, He)n*n, ?1==@ 3i*'* ,e,*+ *-*l*h 3i*'* '*n/ 3es*) (e;iln'* ,i-*( ,e)/*n,un/ +*-* 3es*) (e;iln'* +)-u(si is*ln'* +*&*( ,*n*h se9* ,*n*h +en'usu,*n *l*,*l*, 3*n/un*n +e),*ni*n -*n 3un/* +in&**n. 3. !i*'* "*)i*3el !i*'*
*)i*3el
*-*l*h
3i*'*
'*n/
3e)*)i*si
se;*)*
+)+)sin*l -en/*n lue 3*)*n/ *,*u &*s* '*n/ -ih*sil(*n. !e3e)*+* 3isnis se+e),i es,i*l usi; -i,*n-*i -en/*n ,in//in'* +)+)si 3i*'* *)i*3el. Menu)u, He)n*n, ?1==@ 3i*'* *)i*3el *-*l*h 3i*'* '*n/ 3e)hu3un/*n l*n/sun/ -en/*n &ul*h +)-u(si. ;. S(*l* E(ni S(*l* e(ni *-*l*h (eun,un/*n 3i*'* (*)en* u,+u,n'* 3e),*3*h. e)us*h**n '*n/ le3ih 3es*) is*ln'* en-*+*,(*n (eun,un/*n -en/*n ;*)* enu)un(*n ,in/(*, +e3eli*n *ss*l. H*l ini -*n *(,)*(,) l*inn'*n en'e3*(*n 3i*'* )*,*)*,* +e) uni, ,u)un +*-* s**, (en*i(*n u,+u,. d! :conomies of Scope S,)u(,u) 3i*'* '*n/ en/*n-*l(*n economies of scale e*n**,(*n lue *(,ii,*s un,u( enu)un(*n 3i*'*.
23
$.& De%an B%n% M(del Kan)a%
Mee,*(*n se3u*h -el 3isnis *-*l*h sesu*,u h*l '*n/ lu)*h -il*(u(*n n*un en-es*in -el 3isnis '*n/ 3*)u -*n in*,i *-*l*h h*l '*n/ l*in. Mee,*(*n -el 3isnis e)u+*(*n s*l*h s*,u ,*h*+ -*l* en-es*in -el 3isnis. D*l* en-es*in -el 3isnis *-* ,i/* h*l '*n/ +e)lu -il*(u(*n '*i,u: *. Mee,*(*n -el 3isnis D*l* ee,*(*n -el 3isnis -iul*i -en/*n en-einisi(*n -*n en/isi (,*( customer segment! H*l ini -i(*)en*(*n h*n'* +el*n//*n '*n/ en/un,un/(*nl*h '*n/ *(*n en/hi-u+i )/*nis*si. L*n/(*h sel*n&u,n'* en/isi (,*( value propositions '*n/ e)u+*(*n +e)n'*,**n (euni(*n +)-u( *,*u+un &*s* '*n/ -i&*n&i(*n +e)us*h**n (e+*-* customer segment '*n/ -i3i-i(. Se,el*h value propositions -iisi *(* sel*n&u,n'* (,*( channels '*n/ -iisi. #hannels en&el*s(*n 3*/*i*n* )/*nis*si en/(uni(*si(*n en/*n,*) -*n 3e)in,e)*(si -en/*n +el*n//*nn'*. Sel*n&u,n'* (,*( customer relationship -iisi (*)en* (,*( ini en-einisi(*n se3e)*+* 3es*) (e/i*,*n )/*nis*si -*l* en&*/* hu3un/*n -en/*n +el*n//*n. A+*3il* customer segments -i(us(*n -en/*n 3*i( value propositions -in'*,*(*n se;*)* ,*&* se),* channels -*n customer relationship -i&*/* se;*)* 3en*) *(* (,*( revenue stream -*+*, -iisi -*n en-*,*n/(*n -*n* (e -*l* )/*nis*si. Ke/i*,*n -i 3el*(*n/ +*n//un/ 3e)u+* (,*( key resources* key activities* key partnership &u/* -*+*, -iisi -*n -i*,u) se-ei(i*n )u+* sehin//* eisien. Eisiensi -*l* (,*((,*( ini s*n/*, -i+e)lu(*n un,u( en&*/* (,*( cost structure -*+*, ,e,*+ +,i*l. Ke)*n/(* -el 3isnis (*n*s -*+*, -ilih*, +*-* G*3*) 1.
24
G*3*) 1. M-el !isnis K*n*s Su3e): Os,e)9*l-e) -*n i/neu) ?2010@ 3. Men/*n*lisis (ele3ih*n (e(u)*n/*n +elu*n/ -*n *n;**n -*)i *sin/ *sin/ eleen -el 3isnis '*n/ *-*. An*lisis ini +e)lu -il*(u(*n un,u( en/e,*hui (e(u)*n/*n -*l* (nse+ -el 3isnis '*n/ *-* sehin//* +e)3*i(*n *,*u +e)u3*h*n (e -e+*nn'* -*+*, -il*(u(*n leh +e)us*h**n. ;. Men'e+u)n*(*n -el 3isnis *,*u e3u*, +),,i+e -el 3isnis l*in D*l* en-es*in -el 3isnis 3*i( en'e+u)n*(*n *u+un e3u*, +),,i+e -el 3isnis '*n/ l*in '*n/ -i+e)lu(*n *-*l*h +)ses 3e)i(i) ()e*,i un,u( en-*+*,(*n 3*n'*( i-e -*l* +e3en,u(*n -el 3isnis -*n en/*3il s*l*h s*,u i-e '*n/ ,e)3*i(. )ses ini -in**(*n ideation. M*(* -*)i i,u +en/u*s**n ,e(ni( ini s*n/*, ()usi*l un,u( +e3u*,*n -el 3isnis '*n/ 3*)u. Se;*)* uu 3*n'*( in-us,)i en//un*(*n -el 3isnis '*n/ -in*n. N*un h*l ini ,i-*( *(*n 3e),*h*n l**. Se(*)*n/ se*(in 3*n'*( +ilih*n -*l* en-es*in -el 3isnis. !*n'*( -el 3isnis
25
'*n/ 3e)(+e,isi -i +*s*) '*n/ s** 3e3e)*+* 3e),*h*n -*n 3e3e)*+* hil*n/.
S*l*h s*,u ,*n,*n/*n (e,i(* en;3* e3u*, -el 3isnis 3*)u *-*l*h en/hil*n/(*n s,*,us u *,*u s,*,us *n,i +e)u3*h*n -*n enun-* (e(h*9*,i)*n *,*s *s*l*h +e)*sin*l sehin//* -*+*, -ih*sil(*n i-ei-e '*n/ 3*)u. In*si -el 3isnis 3u(*n ,en,*n/ elih*, (e 3el*(*n/ (*)en* *s* l*lu enun&u((*n se-i(i, ,en,*n/ *+* '*n/ un/(in ,e)&*-i -i *s* -e+*n -el 3isnis. In*si -el 3isnis &u/* 3u(*n ,en,*n/ en'*lin *,*u benchmarking ,e,*+i ,en,*n/ en;i+,*(*n e(*nise 3*)u un,u( en;i+,*(*n nil*i -*n e+e)leh +en-*+*,*n. Se3*li(n'* in*si -el 3isnis *-*l*h ,en,*n/ en*n,*n/ ),-(si un,u( e)*n;*n/ se3u*h -el '*n/ eu*s(*n (e3u,uh*n +el*n//*n 3*h(*n s*+*i (e3u,uh*n '*n/ ,e)se3un'i. Un,u( e3u*, +ilih*n 3*)u -*l* -el 3isnis *(* l*n/(*h '*n/ -i3u,uh(*n +e),** (*li *-*l*h generate *,*u /ene)*si i-e '*i,u en/u+ul(*n i-ei-e se3elu e+e)se+i, (e -*,*) sin/(*, +ilih*n '*n/ un/(in -*n sin,esis i-e -i*n* i-e -i3*h*s -i/*3un/(*n -*n -i+e)se+i, (e se&ul*h +ilih*n '*n/ l*'*(. D*l* en/h*sil(*n i-e -*+*, -ilih*, -*)i +in *9*l '*n/ 3e)3e-* '*i,u e+isen,e) in*si -el 3isnis (*n*s -*n 53*/*i*n* &i(*8. I-e un,u( in*si -el 3isnis -*+*, -*,*n/ -*)i *n* s*&* -*n *sin/*sin/ building blocks -*+*, en&*-i ,i,i( *9*l un,u( eul*i in*si. A-* 4 ?e+*,@ e+isen,e) -*)i in*si -el 3isnis *n,*)* l*in resources-driven offer-driven customer-driven* -*n finance-driven -*n *sin/*sin/ eili(i -*+*( '*n/ (u*, ,e)h*-*+ 3l( l*inn'*. Sel*in i,u -*l* e3u*, -es*in -el 3isnis *n*&e) &u/* -*+*, en//un*(*n +e),*n'**n 53*/*i*n* &i(*8. e),*n'**n ini e)u+*(*n ,i,i( *9*l -*l* +e3u*,*n -el 3isnis. e),*n'**n ini en*n,*n/ +i(i)*n un,u( eneu(*n -el 3isnis '*n/ ,e+*,. !e3e)*+* +e),*n'**n 53*/*i*n* &i(*8 un/(in *sih 3elu 3i*s ,e)&*9*3 (*)en* ,e)l*lu +)(*,i.
26
N*un +e),*n'**n ini ,el*h e3*n/(i,(*n ()e*,ii,*s (*)en* e*;u ,*( un,u( 3e)+i(i) le3ih en-*l*.
BAB III PEN!T!P KESIMP!LAN
!isnis M-el 6*n*s *-*l*h -el 3isnis '/ ,e)-i)i -*)i = 3l( *)e* *(,ii,*s 3isnis '*n/ eili(i ,u&u*n ee,*(*n s,)*,e/i un,u( e3*n/un 3isnis '*n/ (u*, 3is* een*n/(*n +e)s*in/*n -*n su(ses -*l* &*n/(* +*n&*n/. !isnis -el (*n*s ?!M6@ eili(i Se3il*n eleen '*i,u en;*n/(u+ 6us,e) Se/en, "*lue )+si,in 6h*nnel 6us,e) Rel*,inshi+ Reenue S,)e* Ke' Resu);es Ke' A(,ii,ies Ke' *,neshi+ -*n 6,s S,)u;,u)e. A-* ,i/* h*l '*n/ +e)lu -i+e)h*,i(*n -*l* en-es*in -el 3isnis '*i,u ee,*(*n -el 3isnis en/*n*lisis (ele3ih*n (e(u)*n/*n +elu*n/ *n;**n -*)i *sin/*sin/ eleen -el 3isnis '*n/ *-* -*n en'e+u)n*(*n -el 3isnis *,*u e3u*, +),,i+e -el 3isnis l*in
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