Business Innovation: How Companies Are Reinventing Their Business Models
Business innovation is about creating new opportunities for an organization to reinvent its core offerings, revenue streams, and enhance the value proposition for existing or new customers, thus renewing its whole business model. Business innovation springs by understanding the structure of the market, thus adapting or anticipating those changes.
Business vs. technological innovation
The primary misunderstanding about business innovation, which leads to inaction is believing that reinventing or innovating your business starts from technical implementations.
Innovating in business means redefining value for your existing customers to understand how to enhance it. Or determining what new value can be delivered to new customers with similar needs. Or yet, defining a whole new set of values to be delivered to a new customer base.
We can start the process by mapping our business boundaries.
Define the value customers get and your business boundaries
In order for you to redefine and innovate, you need to understansd first the current value your provide.
For instance, if you have a barbershop, are people just coming to you to cut their beards? Not really, many of those people might come to you for several reasons:
They want to look goodThe place is near to their homeThe environment is good They like to talk to you
Based on the reasons above you can develop a whole offering of services and products. For instance, if you’re just cutting hair, why not sell some of the products you select to your customer base?
Understanding the needs of your customers help you structure an offering:
Sell-related products Add-on offerings for related services Simple offering with a flat feeSubscription-service kit with curated products
Within and beyond your business boundaries
By setting the boundaries of your business and existing customer base, you can also define those experiments that would provide further value and enable your business to transform.
This also means being able to experiment with:
Providing more value to existing customers with an expanded offeringCreate a whole new product for an existing customer baseTweak an existing product to serve new customersOr build a whole new product for a new customer base
Let’s see now some case studies and examples from how companies are reinventing or surviving difficult times.
Redefining value: case studies
[image error]A value proposition is about how you create value for customers. While many entrepreneurial theories draw from customers’ problems and pain points, value can also be created via demand generation, which is about enabling people to identify with your brand, thus generating demand for your products and services.
Google content hub
[image error]When you type “COVID” on Google you will find a whole content hub, which gives local news about the virus. Official national news. And also official medical advice on symptoms. Google transformed the whole intent-based search around COVID in a separate platform to help people deal with this crisis.
In some cases, a tweak of an existing product or platform can provide much more value to the existing user base. In the case above, Google has built a temporary platform on top of its search capabilities.
Airbnb virtual experiences
[image error]The new Online Host Experience by Airbnb
Airbnb is experimenting with a new form of experience on the platform. By leveraging on its existing base of hosts, the company is inviting existing and new hosts to structure their online, and virtual experiences on the platform.
Uber’s work hub
[image error]How Uber leveraged its platform trying to support or perhaps engage the community of drivers which is a core element of Uber’s platform success (source: uber.com/blog/work-hub/)
As highlighted on Uber’s website “Uber Works, connects people to shift work like food production, warehouse, and customer service in Chicago, Dallas, and Miami.“
Uber is experimenting with this program to sustain its drivers’ user base.
Beachwear making masks
[image error]How several brands are converting their production of beachwear into fashion face masks (source: hedleyandbennett.com/pages/wakeupandf...)
In some cases, you don’t need to reconvert the whole business model to make it survive in difficult times. All you need is to levarage on the existing capabilities of the business to come up with a product that people need.
That is how many beachwear fashion brands are converting their products into fashionable face masks, which will help the conversion of the business, while incentivizing people to wear masks.
From cars to ventilators
Car companies, from Tesla, to GM and Ford are reconverting part of their facilities to manufacture ventilators.
Car companies or companies, in general, are converting existing facilities to produce something in high demand right now.
From restaurant parking lot to drive-in cinema
What used to be the most valuable area of the business (the eating area) is becoming less so for many restaurant businesses.
Indeed, many restaurants around the world are figuring that their parking lot, indeed, can be used as a new business unit.
And in some cases, restaurants are partnering up with Cinemas to create a new experience, where people can drive in with their cars and watch shows in the parking lot. Here an interesting case study.
From valet service to drive-in click and collect
Where the business cannot be run physically, why don’t you convert that digitally? That is what some valet services are doing by introducing drive-through click and collect services.
3D printing COVID equipment
Decentralized manufacturing might become among the most important commercial use cases in an era where travel is restricted. That is why 3D printing companies are pushing to produce equipment needed during these times.
From co-working to virtual co-working
Co-working spaces are among the most hit by this crisis, and it’s hard to understand at this stage how to convert a business heavily invested in real estate to virtual, or semi-virtual.
It’s fundamental to ask “what value can we provide?” and redefine the services they offer.
People, like Seth Godin, are already experimenting with this new format with the launch of the Akimbo Virtual Coworking.
Now a service that might be offered for free, it might be leveraged by co-working companies to redefine their businesses.
Virtual concerts
The Group called Real Estate launched Quarantour, a way for people to experience a sort of virtual music tour from the band on their phones.
From hotel rooms to quarantine rooms
Many Hotels are utilizing their spaces to accomodate people for quarantine. With restrictions in place, and people not ready to travel, hotel businesses are reorganizing their spaces to support the crisis.
Macrotrends
What macrotrends is this scenario pusring forward? For sure, that is acceleraging the development of industries that otherwise would have taken still years to develop.
Some of these areas go from e-commerce to blockchain and crypto.
E-commerce and forced digitalization
As we help thousands of businesses to move online, our platform is now handling Black Friday level traffic every day!
It won’t be long before traffic has doubled or more.
Our merchants aren’t stopping, neither are we. We need
