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  • BMC Nespresso

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    محمد رضا
    17 views31 pages
    This document outlines the business model of Nespresso over time. It started in 1970 by inventing and patenting a coffee machine. In 1986 it launched by selling machines and coffee for a per cup price. However, by 1988 it was acknowledged as a dud and considered for shutdown. In 1989 a pivot was made - separating the machine from the coffee and selling through independent retail instead of a complete solution. Over time Nespresso added direct online and phone sales to members as well as its own retail boutiques while partnering with manufacturers and distributors for production, logistics, and sales support.

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    Business Model Canvas

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    This document outlines the business model of Nespresso over time. It started in 1970 by inventing and patenting a coffee machine. In 1986 it launched by selling machines and coffee for a per cup price. However, by 1988 it was acknowledged as a dud and considered for shutdown. In 1989 a pivot was made - separating the machine from the coffee and selling through independent retail instead of a complete solution. Over time Nespresso added direct online and phone sales to members as well as its own retail boutiques while partnering with manufacturers and distributors for production, logistics, and sales support.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    17 views31 pages

    BMC Nespresso

    Uploaded by

    محمد رضا
    This document outlines the business model of Nespresso over time. It started in 1970 by inventing and patenting a coffee machine. In 1986 it launched by selling machines and coffee for a per cup price. However, by 1988 it was acknowledged as a dud and considered for shutdown. In 1989 a pivot was made - separating the machine from the coffee and selling through independent retail instead of a complete solution. Over time Nespresso added direct online and phone sales to members as well as its own retail boutiques while partnering with manufacturers and distributors for production, logistics, and sales support.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 31

    s

    s
    e
    n
    i
    us

    Model


    s
    a
    v
    n
    a

    E101

    Mark Zimmerman

    @markzim

    Who do you serve?

    What problem do you


    solve?


    ?
    o
    d
    u
    o
    y
    o
    d
    b
    o
    j
    t
    a
    h

    d
    n
    fi
    s
    r
    e
    m
    o
    t
    s
    u
    c
    o
    d
    w
    o
    H
    you?

    How do they buy?


    How do you deliver?

    What type of
    relationships do you
    have?

    How do you get paid?

    What things
    mud
    sto you do?

    What resources do
    you need to do them?

    Who else do you need


    n
    e
    to make your modeeld
    work?

    What does it cost to


    operate the model?

    What?
    Who?

    How?

    Why?

    What?
    Who?

    How?

    Why?

    1970 - Invented
    1976 - Patented
    1986 - Launched
    Sold as a complete solution, machines & coffee for a per cup
    price to restaurants and offices.

    1970 - Invented
    1976 - Patented
    1986 - Launched
    Sold as a complete solution, machines & coffee for a per cup
    price to restaurants and offices.
    1988 - Acknowledged dud, Nestle considers shutdown.

    1989 - Jean Paul Gaillard named


    Commercial Director. - Pivots

    1970 - Invented
    1976 - Patented
    1986 - Launched
    Sold as a complete solution, machines & coffee for a per cup
    price to restaurants and offices.
    1988 - Acknowledged dud, Nestle considers shutdown.

    Separate the machine from the coffee.

    Made and serviced by 3rd parties.Sold


    through independent retail stores.
    Manufacturers handle delivery and
    stocking. Nespresso handles sales
    training.

    Made and serviced by 3rd parties.Sold


    through independent retail stores.
    Manufacturers handle delivery and
    stocking. Nespresso handles sales
    training.

    Sold online and over the phone direct


    to members of the Nespresso Club.
    Delivered direct to consumers in 24
    hours or less.

    As market matured Nespresso


    added their own brand machines
    made by an OEM.
    Added its own retail boutiques to
    further control the sales message.
    Created Nespresso Pro channel to
    serve the office market.

    marketing

    Nespresso

    production

    ee
    f
    f
    o
    C
    e
    n
    i
    h
    mac ers
    mak

    logistics

    distribution

    brand

    high end
    restaurant
    quality
    espresso at
    home

    patents

    production
    plants

    distribtution
    & sales

    membe
    r

    high end
    household
    s

    retail

    nespresso.co
    m
    call centre

    nespresso
    boutiques

    manufacturing

    marketing

    capsule sales

    hardw
    are
    sales

    Nespresso

    Business Model Generation



    Alexander Osterwalder &
    Yves Pigneur

    Running Lean

    Ash Maurya

    Thank You.

    Mark Zimmerman
    @markzim

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