A Study on Computer Aided Design Tools for
Business Model Generation.
Eine Studie zur Softwareunterstützung von Geschäftsmodellentwicklung auf
Grundlage des Business Model Canvas.
Verena Költgen, 03.11.2014, Garching
Software Engineering for Business Information Systems (sebis)
Department of Informatics
Technische Universität München, Germany
wwwmatthes.in.tum.de
Research Question
Which software can…
• …support business model
generation…
• … with the use of Business
Model Canvas…
• … by implementing creative and
social psychological approaches?
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Research Question
Which software can…
• …support business model
generation…
• … with the use of Business
Model Canvas…
• … by implementing creative and
social psychological approaches?
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Motivation
Information Systems
• Increasing development and use of
Information Systems (IS)
• Computer Supported Cooperative
Work (CSCW)
• IS for CSCW: Group Creativity
Supporting Systems (GCSS)
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Research Question
Which software can…
• …support business model
generation…
• … with the use of Business
Model Canvas…
• … by implementing creative and
social psychological approaches?
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Motivation
Business Model
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Motivation
Business Model
What can I do with
my innovation to be
profitable?
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Motivation
Business Model
I can produce the
bibel and sell it!
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Research Question
Which software can…
• …support business model
generation…
• … with the use of Business
Model Canvas…
• … by implementing creative and
social psychological approaches?
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Motivation
Business Model Canvas (BMC)
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Research Question
Which software can…
• …support business model
generation…
• … with the use of Business
Model Canvas…
• … by implementing creative and
social psychological approaches?
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Motivation
Creative and social psychological approaches
• IS for CSCW: Group Creativity
Supporting Systems (GCSS)
• group social psychology
• creativity
• approaches used for GCSSfunctionalities
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Research Question
Business Modle Generation
computer-aided
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creative group work
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Overview
1. Method
2. Basic Knowledge
3. Evaluation
4. Conclusion and Key Findings
5. Outlook
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Method
capture basics
establish objective
criteria with the
captured basics
choose software
evaluate the tools
find existing software which map
the BMC
establish criteria (BMC,
creativity, social psychology)
make a list of all found tools
rate the tools for each criteria
identify theoretical basics for
this kind of software
weighting the criteria
group the tools into
categories
collect the results
define Business Model
Generation with the use of
BMC
set the characteristics of each
criteria (five-level scale)
choose one tool of each
category
draw conclusions
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Capture Basics
Business
Model
Generation
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Capture Basics
Business
Model
Generation
Business
Model
Canvas
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Capture Basics
Business Model Canvas
Source: http://www.businessmodelcollection.de/wp-content/uploads/2010/11/Microsoft-Kinect-Business-Model-101129.jpg
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Capture Basics
creativity
Business
Model
Generation
Business
Model
Canvas
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Capture Basics
creative
process
creativity
Business
Model
Generation
Business
Model
Canvas
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Capture Basics
Creative Process
Source: http://www.basadur.com/Portals/0/Images/SimplexWheel.png
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Capture Basics
creative
process
creativity
Business
Model
Generation
creativity
techniques
Business
Model
Canvas
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Capture Basics
creative
process
creativity
Business
Model
Generation
Business
Model
Canvas
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creativity
techniques
social
psychology
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Capture Basics
Social Psychology
• social pressure
• loss of motivation
• social competition
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Capture Basics
Computer
Supported
Cooperative
Work
creative
process
creativity
Business
Model
Generation
Business
Model
Canvas
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creativity
techniques
social
psychology
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Capture Basics
Computer Supported Cooperative Work
• map the Business Model Canvas
• creative process
• creativity techniques
• group social psychology
• anonymity/ pseudonyms
• Simultaneous editing
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Method
capture basics
establish objective
criteria with the
captured basics
choose software
evaluate the tools
find existing software which map
the BMC
establish criteria (BMC,
creativity, social psychology)
make a list of all found tools
rate the tools for each criteria
identify theoretical basics for
this kind of software
weighting the criteria
group the tools into
categories
collect the results
define Business Model
Generation with the use of
BMC
set the characteristics of each
criteria (five-level scale)
choose one tool of each
category
draw conclusions
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establish objective criteria with the captured basics
• Implementation of BMC
compared to pen and
paper
• Implementation
• Description of the blocks
• several BMC per project
• notes Move
• Coloring the notes
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• Additional opportunities
for BMC
• Descriptions per note
• Comments by group
members
• Protocol of the BMC
• Read-only function
• Export
• Import
• Examples
• copy function
• financial planning
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establish objective criteria with the captured basics
•
creativity process
•
creativity techniques
•
group performance
•
Simultaneous editing
•
Several group members
•
Anonymously?
•
Social competition?
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weight and set the characteristics of each criteria
• weighted with 1 : function is desirable
• weighted with 2 : function is helpful
• weighted with 3 : function is necessary
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weight and set the characteristics of each criteria
•
rated with 1 : function does not exist
•
rated with 2 : function does not support sufficiently
•
rated with 3 : function supports adequately
•
rated with 4 : function supports well
•
rated with 5 : function supports especially
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weight and set the characteristics of each criteria
•
rated with 1 : function does not exist
•
rated with 2 : function does not support sufficiently
•
rated with 3100
: function
supports
adequately
% function
cover
•
rated with 4 : function supports well
•
rated with 5 : function supports especially
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weight and set the characteristics of each criteria
criteria
Additional
opportunities
for BMC
Protocol of
the BMC
weight
1
rated
5
Source: canvanizer.com
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Method
capture basics
establish objective
criteria with the
captured basics
choose software
evaluate the tools
find existing software which map
the BMC
establish criteria (BMC,
creativity, social psychology)
make a list of all found tools
rate the tools for each criteria
identify theoretical basics for
this kind of software
weighting the criteria
group the tools into
categories
collect the results
define Business Model
Generation with the use of
BMC
set the characteristics of each
criteria (five-level scale)
choose one tool of each
category
draw conclusions
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make a list of all found tools
Software
LeanLaunchLab
RunPad
LeanMonitor
Canvanizer
BMFiddle
LeanStack
BM-Designer
Lienzo
Mural.ly
CanvasBM
BMCanvas
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Apps
Canvas Model Design
ideaBoost
Business Model Canvas Startup
Canvas Business Model
BizCanvasApp
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group the tools into categories
Premium
LeanLaunchLab
RunPad
LeanMonitor
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Standard
Canvanizer
BMFiddle
LeanStack
BM-Designer
Lienzo
Basic
Mural.ly
CanvasBM
BMCanvas
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choose one tool of each category
Premium
LeanLaunchLab
RunPad
LeanMonitor
Standard
Canvanizer
BMFiddle
LeanStack
BM-Designer
Lienzo
Basic
Mural.ly
CanvasBM
BMCanvas
benchmark: Strategyzer developed from A. Osterwalder
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Choosen Software
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Method
capture basics
establish objective
criteria with the
captured basics
choose software
evaluate the tools
find existing software which map
the BMC
establish criteria (BMC,
creativity, social psychology)
make a list of all found tools
rate the tools for each criteria
identify theoretical basics for
this kind of software
weighting the criteria
group the tools into
categories
collect the results
define Business Model
Generation with the use of
BMC
set the characteristics of each
criteria (five-level scale)
choose one tool of each
category
draw conclusions
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Evaluation
Gewichtung Strategyzer
implementation
description of the blocks
Implementation of BMC
several BMC per project
compared to pen and paper
notes Move
coloring the notes
3
3
2
3
3
weight average
descriptions per note
comments by group members
protocol of the BMC
read-only function
Additional opportunities for
export
BMC
import
examples
copy function
financial planning
weight average
problem finding
fact finding
problem definition
creativity process
idea finding
evaluate & select
plan
weight average
creativity techniques
Are some implemented?
weight average
group performance
Simultaneous editing
Several group members
Anonymously?
Social competition?
weight average
weight average
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1
1
1
2
1
3
2
1
3
3
3
3
3
3
3
3
3
3
3
Canvanizer
3
5
4
4
3
3,786
4
4
3
1
5
1
4
1
5
3,286
1
2
2
2
3
1
1,833
2
2
4
4
5
4
4,250
3,031
3
3
2
3
3
2,857
2
2
5
3
4
3
3
4
1
3,071
1
1
1
2
3
1
1,500
3
3
4
3
3
1
2,750
2,636
BMCanvas
LeanMonitor
3
2
3
3
3
2,786
3
2
1
1
3
1
1
1
1
1,643
1
1
1
2
2
1
1,333
2
2
3
3
3
1
2,500
2,052
Durchschnitt
Insgesammt
3
3
4
4
3
3,357
4
4
1
3
3
1
1
1
4
2,286
1
2
1
2
4
1
1,833
3
3
3
4
4
4
3,750
2,845
3
3,25
3,25
3,5
3
3,196
3,25
3
2,5
2
3,75
1,5
2,25
1,75
2,75
2,571
1
1,5
1,25
2
3
1
1,625
2,5
2,5
3,5
3,5
3,75
2,5
3,313
2,641
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Conclusion
180
160
140
120
100
80
60
40
20
0
Implementation of
BMC
Strategyzer
139.3
Canvanizer
92.85
BMCanvas
89.3
LeanMonitor
117.85
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Additional
opportunities
114.3
103.55
32.15
64.3
creativity process
41.65
25
16.65
41.65
creativity
techniques
50
100
50
100
group performance
162.5
87.5
75
137.5
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Key findings
• each tool supports the Business Model Generation
with group work
• no functions of a creative supported systems
• A not licensed tool can support the BMC nearly as
good as a licensed one
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Outlook
• With this thesis you can implement a better tool
especially in terms of creativity
• Further questions could be:
find new functions for creative processes to provide
a structure for creativity support systems
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Verena Költgen
Technische Universität München
Department of Informatics
Chair of Software Engineering for
Business Information Systems
Boltzmannstraße 3
85748 Garching bei München
Tel
Fax
+49.89.289.0
+49.89.289.17136
verena.koeltgen@tum.de
wwwmatthes.in.tum.de