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Explore Ideas

Customer scenarios guide us during business model we can ask ourselves whether a single business model is but are deliberately left open to allow for specifi c ques-
design. They help us address issues such as which suffi cient to serve them all—or if we need to adapt the tions around the Value Proposition, Distribution Chan-
Channels are most appropriate, which relationships model to each segment. nels, Customer Relationships, and Revenue Streams. The
would be best to establish, and which problem solutions Here are three different scenarios describing loca- scenarios are written from the standpoint of a mobile
customers would be most willing to pay for. Once we’ve tion-based services that make use of Global Positioning telephone service operator working to develop innovative
generated scenarios for different Customer Segments, Systems (GPS). They inform the business model design, new business models.
SCENARIOS the home delivery service

Tom has always dreamed of running his own small busi-
184184 ness. He knew it would be diffi cult, but earning a living the tourists
by living his passion was defi nitely worth working more Dale and Rose are traveling to Paris for an extended
DESIGN and earning less. weekend. They are excited because they haven’t visited
Tom is a fi lm buff whose knowledge of movies is

Europe since their honeymoon 25 years ago. The couple
encyclopedic, and that’s what customers of his home- organized this mini-escape from everyday work and the wine farmer
delivery DVD movie service appreciate. They can query family life just two weeks before departure, leaving their Alexander inherited vineyards from his father, who in
him about actors, production techniques, and just about three kids with parents back in Portland. Lacking time turn inherited them from Alexander’s grandfather, who
anything else fi lm-related before ordering movies for and energy to plan the trip in detail, they decided to emigrated from Switzerland to California to grow wine.
delivery to their doorsteps. “wing it.” As a consequence, they were intrigued to read Carrying on this family history is hard work, but Alexan-
Given the formidable online competition, it’s hardly an article in the infl ight magazine about a new GPS- der enjoys adding small innovations to his family’s long
an easy business. But Tom’s been able to boost his based tourist service that uses mobile phones. Dale and wine-growing tradition.
productivity and improve customer service with a new Rose, both technology fans, rented the recommended His latest discovery is a simple land management
GPS-based delivery planner acquired from his mobile handset upon arrival at Charles de Gaulle airport. Now application that now resides on his mobile phone.
phone operator. For a small fee he equipped his phone they’re happily strolling around Paris on a customized Though not aimed at vintners, it was designed in such a
with software that easily integrated with his Customer tour proposed by the compact device—all without having way that Alexander was easily able to customize it for his
Relationship management program. This software won consulted a single traditional tourist guide. They par- own particular needs. The application integrates with his
back much of Tom’s time by helping him better plan ticularly appreciate the built-in audio guide that suggests task list, which means he now has a GPS-based to-do list
delivery routes and avoid traffi c. It even integrated with various story and background information options as they that reminds him when and where to check soil or grape
the cell phones used by two aides who help out on week- approach particular sites. On the return fl ight, Dale and quality. Now he’s pondering how to share the application
ends when demand for his service peaks. Tom knows Rose muse about relocating to Paris after retiring. Laugh- with all of his managers. After all, the tool makes sense
his little business will never make him rich, but wouldn’t ing to themselves, they wonder whether the handy device only if everyone on the management team updates the
trade his situation for any corporate job. would be enough to help them adapt to French culture. soil and grape quality database.

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