184 sCenarIos desIgn 184 Explore Ideas the wine farmer Alexander inherited vineyards from his father, who in turn inherited them from Alexander’s grandfather, who emigrated from Switzerland to California to grow wine. Carrying on this family history is hard work, but Alexan- der enjoys adding small innovations to his family’s long wine-growing tradition. His latest discovery is a simple land management application that now resides on his mobile phone. Though not aimed at vintners, it was designed in such a way that Alexander was easily able to customize it for his own particular needs. The application integrates with his task list, which means he now has a GPS-based to-do list that reminds him when and where to check soil or grape quality. Now he’s pondering how to share the application with all of his managers. After all, the tool makes sense only if everyone on the management team updates the soil and grape quality database. the tourists Dale and Rose are traveling to Paris for an extended weekend. They are excited because they haven’t visited Europe since their honeymoon 25 years ago. The couple organized this mini-escape from everyday work and family life just two weeks before departure, leaving their three kids with parents back in Portland. Lacking time and energy to plan the trip in detail, they decided to “wing it.” As a consequence, they were intrigued to read an article in the infl ight magazine about a new GPS- based tourist service that uses mobile phones. Dale and Rose, both technology fans, rented the recommended handset upon arrival at Charles de Gaulle airport. Now they’re happily strolling around Paris on a customized tour proposed by the compact device—all without having consulted a single traditional tourist guide. They par- ticularly appreciate the built-in audio guide that suggests various story and background information options as they approach particular sites. On the return fl ight, Dale and Rose muse about relocating to Paris after retiring. Laugh- ing to themselves, they wonder whether the handy device would be enough to help them adapt to French culture. Customer scenarios guide us during business model design. They help us address issues such as which Channels are most appropriate, which relationships would be best to establish, and which problem solutions customers would be most willing to pay for. Once we’ve generated scenarios for different Customer Segments, we can ask ourselves whether a single business model is suffi cient to serve them all—or if we need to adapt the model to each segment. Here are three different scenarios describing loca- tion-based services that make use of Global Positioning Systems (GPS). They inform the business model design, but are deliberately left open to allow for specifi c ques- tions around the Value Proposition, Distribution Chan- nels, Customer Relationships, and Revenue Streams. The scenarios are written from the standpoint of a mobile telephone service operator working to develop innovative new business models. the home delivery service Tom has always dreamed of running his own small busi- ness. He knew it would be diffi cult, but earning a living by living his passion was defi nitely worth working more and earning less. Tom is a fi lm buff whose knowledge of movies is encyclopedic, and that’s what customers of his home- delivery DVD movie service appreciate. They can query him about actors, production techniques, and just about anything else fi lm-related before ordering movies for delivery to their doorsteps. Given the formidable online competition, it’s hardly an easy business. But Tom’s been able to boost his productivity and improve customer service with a new GPS-based delivery planner acquired from his mobile phone operator. For a small fee he equipped his phone with software that easily integrated with his Customer Relationship management program. This software won back much of Tom’s time by helping him better plan delivery routes and avoid traffi c. It even integrated with the cell phones used by two aides who help out on week- ends when demand for his service peaks. Tom knows his little business will never make him rich, but wouldn’t trade his situation for any corporate job. bmgen_final.indd 184 6/15/10 5:44 PM