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*,Knowledge Innovation Community,Business Model Framework,CLICK TO EDIT MASTER TITLE STYLE,*,*,KIC,Business Model Framework,CLICK TO EDIT MASTER TITLE STYLE,*,Click to edit Master title style,KIC | Business Model Framework,*,*,中文标题,创智天地 | 商业模式提案,中文标题,创智天地 | 商业模式提案,Confidential not for distribution,机密文件,KNOWLEDGE INNOVATION COMMUNITY,Business Model Framework,创智天地知识,创新,社区,商业模式框架,February 2009,2009年 2月,1,KNOWLEDGE INNOVATION COMMUNITY,Business Model Framework,创智天地知识创新社区,商业模式框架,Executive Summary,ChuangZhiTianDi, also known as the Knowledge Innovation Community (KIC) is at a critical juncture. Since its inception, it has laid the foundation with a solid real estate model. KIC has always been poised for greatness; it has been a concept framework that can innovatively adapt to the ever changing and evolving nature of commercialization of knowledge, sciences and technology in China.,The purpose of this document is to look at KICs future direction, tighten the conceptual framework and offerings, then structure immediate next steps for action. It proposes six key platforms on top of the base real estate model: venture capital, incubation / acceleration, innovation, creativity, technology and sustainability. These can evolve with the market and commercialization capacity over time so that KIC will achieve success as the “cradle of innovation” in China.,It is especially important, given the current economic crisis, to increase work efficiency, economize funds and resources towards highly effective results. Therefore, a key element is KICs brand development to continue to elevate the value proposition. Through brand empowerment, internal teams can leverage each others work towards the same brand position and project it to the external audience.,Executive Summary,Structure of the Report:,A review of the business model, community, ambience, lifestyle, offerings and brand character and how these can shift to the next higher level.,2. Definition of vision, mission, objectives and principles towards process alignment.,3. Strategy for building a VC / Incubation funding and management component and how to introduce this over time and,increase its spatial presence.,4. Defining the positioning and actions at KIC and in the Yangpu District to:,a) Increase the presence of the venture capital platform towards future deal flow.,b) Generate opportunities for successful start-ups through incubation and acceleration, including in the,clean tech sector.,c) Solidify the central platform of innovation with an emphasis of how to translate this into physical space,as well as management systems.,d) Expand the creativity base to draw out the space for innovation and to attract a wider customer segment,e) Celebrate the technology platform and take steps to make KIC part of a global digital community.,including with a parallel virtual community that will expand KICs presence in a cost effective way.,f) Understand and structure the social, environmental and economic responsibilities towards serving the,greater society while allowing KIC to capitalize from these with best business practices.,Executive Summary,Structure of the report:,5. Increasing the brand value and utilizing branding to link all the platforms towards implementation.,Structuring the organization to accomplish the goals, including how this may expand in the future, including having,a high level international and national advisory board to advise, connect networks and increase KICs presence.,Putting forth a sustainable funding model and understanding its phasing.,A summary of action plans for 2009, taking into account the availability of in-house resources and low cost solutions.,9. The Appendix contains additional content for brand development, a “dipstick” research survey summary, marketing strategy, business performance review, competitor analysis and benchmark studies, a brand blueprint and brand empowerment.,Implementation of the coordinated action plans will enable KIC to leverage its strengths and distinguish itself as the premier,innovative development in China.,From Good to Great,从优秀到卓越,6,From Good to Great 从优秀到卓越,Front End Real Estate + Back End VC and Incubator Business Model that maximizes the sum of rents/sales of the whole,前端的传统房地产模式加后端的风投及孵化器商业模式的协同效应使整个系统达到利润最大化,1. Business Model 商业模型,Real Estate Business Model maximizing rent/sales on each space,传统房地产业模式通过租售达到利润最大化。,From Good to Great 从优秀到卓越,Quality, innovative people, institutions,and companies,一个具有高质量的具有创新精神的人群，,机构和企业的社区,2. Community 社区,“Come one, come all”,社区组成单一，一个来等于全部来的租户组成,From Good to Great 从优秀到卓越,An environment for the soul of innovation,具有创新精神的氛围,3. Ambience 氛围营造,Empty spaces and streets, lack of interaction,缺乏人气及互动的街道及空间,From Good to Great 从优秀到卓越,Integrate Live, Work, Learn, Play and Learn 融生活，工作，学习和娱乐与一体的综合型生活方式,4.Lifestyle 生活方式,Separate communities and individuals,没有连接互动的社区和个人,From Good to Great 从优秀到卓越,Cultural experiences, entertainment and ritual,focused excellence,文化娱乐体验注重习俗的培养,5. Offering 提供服务,Nice buildings and spaces,Broad mix of sectors,只是有漂亮的房子和空间，,但组团没有重点，太宽泛,From Good to Great 从优秀到卓越,Identity that informs the spirit and captures the soul Clarity to anyone,鲜明清晰的品牌个性及品牌精神,6. Brand character 品牌特质,Fragmented character,Everything to everyone,分散的品牌个性，,每个人对品牌有着不同的理解和诠释,FRAMEWORK,框架,13,Vision 远景目标,To create,the cradle of innovation,for China, bringing untapped, tacit culture and knowledge to the globe fore, and accelerating this through international best practices.,通过最佳国际化实践以及触及全球前端未探及领域的知识分享来建立中国的创新摇篮。,Mission Statement 使命,To innovate by using,real estate as an enabling tool to commercialize,knowledge, creativity, science and technology into products and services that serve societal good and lead into the 22,nd,century.,创新以房地产为工具，将知识，创造力，科学和技术转化成对社会有益的产品和服务，领先着进入22世纪。,Process 进程,Business Model and Fiscal,Responsibility Structure and System,商业模型和财务责任结构和系统,Operations and,Management Alignment,营运和管理统一,Marketing, Sales and Leasing,targets,市场推广、销售和租赁目标,Planning and Design,P,arameters,Flexibility, Evolution,规划设计，参数，灵活性，演变,STRATEGY,策略,17,Traditional Real Estate,Development Model,传统房地产开发模式,VC,风险投资,Incubator,孵化器,Innovative Real Estate Development Model,创新房地产开发模式,New Business Model to Increase District Value,提升城区定位及价值,Innovation District,创新城区,KIC,Overall Concept 整体概念,Incubator + Accelerator,孵化器 加速器,Non - Traditional Financing,非传统融资,e.g. Venture Capital; 风投,Angel Capital 天使基金,Physical Space,实体空间,High-tech Facility and Service,高科技设施和服务,Eco-System,知识共享服务平台,Real Estate Base:,Hard Environment: Building,Soft Environment: Management,房地产开发实现硬件环境,管理软环境,Sustainable Community,可持续发展的社区,Sustainable Technology,可持续发展技术,Sustainable Environment,可持续发展的环境,INTEGRATED PLATFORMS,综合平台,Venture Capital Platform 风险投资平台,Deal Flow is Key: Generate + Increase,项目是关键：孕育并发展项目,Need Place-based and Web-based “Places” for Exchange,需要实体和网络的交易场所,Understand Needs and Objectives,理解需求和目标,Cull Early, Mid and Late Stage Opportunities,精选早期，中期和晚期的机会,Angel Investors,天使投资人,Clusters,产业集群,Enabling Mechanisms,启动机制,How to expand, who to target?,如何发展项目，谁是目标客户？,Monetization: how does SOL, KIC, Yangpu want to capture this? How to ally + align?,融资：瑞安，,KIC,和杨浦和谁进行策略联盟？如何合作来把握这个机会？,Non-Traditional Monetization 非传统融资平台,Yangpu: Venture Capital Positioning,杨浦,:,风险投资定位, More likely to attract very early stage VC firms,倾向投资位于早期发展阶段的创业公司的风投, Several specialize in this segment (1/3) (e.g. NEA,Sequoia, Softbank),约三分之一的主要风险投资企业专注于先期投资（如NEA,Sequoia, Softbank）, Firms that focus on larger investments likely to locate in,Pudong or downtown,专注于更大型投资的企业倾向于选择浦东或市中心, Need access to deal flow,需要接近交易流, New startups in KIC,创智天地中的新创业企业, Startups founded by Yangpu institute and university people,区内各机构和高校建立的创业企业, Startups that employ Yangpu university graduates,聘用区内高校毕业生的创业企业, Satellite offices in KIC,创智天地中的卫星办公室, With main offices downtown covering nation / region,总部位于市中心，以覆盖国家/区域市场,Culture Shift,文化转移,Knowledge Exchange + Iteration,知识革新转化,Hub + Spoke / Octopus = Networks:,中心 辐射途径 网络：,“Who knows who knows what”,“知道谁知道什么”,Not just “who knows who”, or “who knows what”,不只是“谁认识谁”，或“谁知道什么”,Place-based: Flexibility + Focal Point,基地定位：可变动性 聚焦点,Virtual,实体还是虚体,Civic Engagement,公众参与,Linkage with other Knowledge Centers,与其他知识中心的联系,Research Institutes, R+D Centers, Academia, Individuals,科研机构， 研发中心， 大专院校， 个体企业,Innovation Soul创新灵魂,Culture创新文化,Architecture建筑空间,Lifestyle生活方式,Innovation Platform 创新平台,Creativity Platform,创意平台,秘 方,成功：四类的集合,推理性设计,推理性工程,内部的外表的,Rich Gold Anne Balsamo,行动思维,实干分子,艺术,科学,设计,工程,和,Solidifying the platform,完善平台建设,Convergence of data, voice and video,整合数据，影音资料,Utilize service providers not vendors,与服务供应商而不是单纯的硬件供应商合作,The emergence of Chinese providers,扶持国内供应商,Going wireless and ubiquitous (GPRS, CDMA, 3G+),无线网络建设,(GPRS, CDMA, 3G),Sustainable mass technologies vs. differentiation,可持续的广泛应用的技术,vs,差异化技术,Future collocation (IDC) provision for,SMEs,?,为中小企业度身定做技术平台,Develop a parallel virtual/cyber community that has,linkage value-added propositions to the real/physical KIC,建立一个能提升创智天地价值的虚拟网络社区,Technology Platform技术平台,Digital City Framework,Infrastructure - Network,Ubiquitous Sensor,Network Access,Control,Convergence Network,Government,Learning 360,eGovernment,eHealth,ERS,Traffic,Control,Pollution,Control,Environment,Infrastructure - Data,RFID,Tag,Hub,Spatial Data Hub,Identity,Mgt,Hub,Lifestyle,Home,Work,Street,Community,Commercial,Energy,Saving,Security,Access,PAF,M-Commerce,Content,Delivery,Intelligent,Building,Inventory,Mgt,Ubiquitous Sensor,Network Access,Control,Convergence Network,Ubiquitous Sensor,Network Access,Control,Pollution,Control,数码城市框架,基础建设 网络,Ubiquitous Sensor,Network Access,Control,Convergence Network,政府,全方位学习,电子政务,电子医疗,地球资源卫星,交通控制,Pollution,Control,RFID电子标签,技术中心,空间数据中心,身份管理中心,生活方式,家,工作,街上,社区,商业,能源控制,安全管制,PAF,移动商务,内容提送,行业信息建设,仓储管理,Ubiquitous Sensor,Network Access,Control,集中网络,无所不在的传感器门户,网络数据库管理,污染控制,环境,基础建设数据,Sustainability Structure可持续性结构,ECONOMY:,Profitable Returns over Time,经济：,久而久之的利润回报,EQUALITY:,Social Well-Being, Public Welfare,社会权益：,社会幸福，公共福利,ENVIRONMENT:,Land, Transit, Fresh Water System and Air,环境：,土地、运输、新鲜供水系统和空气,SUSTAINABILITY:,Development Model,可持续性：发展模型,Example: Equity Equality (Economy Social) Sustainability Structure,Principle 1: Job Creation,Principle 2: Tax Generation,Principle 3: Community Outreach and Engagement,Principle 4: Set up Training Programs to increase the Knowledge of Local Residents,Principle 5: Provide Multigenerational Settings and Programs,Principle 6: Allow for Non-Profit Community Groups,Principle 7: Provide Environments for a Balanced Live-Work-Learn-Play Lifestyle,Principle 8: Unique - Can not Replicate,实 例: 经济效益 均衡发展 (经济 社会) 可持续发展模型,原则 1: 创造就业岗位,原则 2: 创造税收,原则 3: 社区发展和融合,原则 4: 针对社区业主开展培训项目以增加他,们的知识,原则 5: 提供多年龄层次的软硬件服务,原则 6: 接纳非营利机构入住,原则 7: 营造一个生活-工作-学习-娱乐平衡,的氛围,原则 8: 独特性 无法复制,社区文化,环境,经济发展,网络化,Brand Development品牌发展,43,Value of Branding 品牌推广的价值,To create a larger share of the future,创造品牌更大的未来,CONVENTION,传统市场,DISRUPTIVE IDEA,颠覆性理念,VISION,创造更大未来的远景,Product 商品,Service 服务,Experience 经验,Value 价值,The Relationship between Business Model and the Brand,商业模式与品牌的关系简述,Brand Value,品牌价值,Brand Evolution,品牌发展,Product,商品,Service,服务,Experience,经验,Values,价值,The Relationship between Business Model and the Brand,商业模式与品牌的关系简述,Process： Its a Journey of Re-discovery过程： 重新发现的旅程,Corporate,Culture,企业文化,Marketing,Strategy,市场策略,Consumer,Understanding,理解消费者,Competitor,Analysis,&,Benchmarking,竞争者分析和标杆,Brand Blueprint品牌蓝图,What is our key brand positioning?,什么是我们的品牌定位？,Whats the brand architecture that articulate and crystallize what the brand stands for?,以精炼的品牌蓝图来阐述我们的品牌精神,Brand Essence,品牌精髓,WHAT DO YOU STAND FOR?,你代表着什么？,Brand Differentiator,品牌区分点,What make you unique and NOT REPLACABLE?,什么让你独特并不可取代？,Brand Character,品牌个性,Personify the brand by clear characters.,什么是品牌清晰的个性？,RTB,理由,Tell your story on why you can deliver those benefits.,什么是你的品牌故事，令人信服？,Benefits,益处,A showcase of your functional and emotional benefits.,功能性和情感性的益处。,Consumer Insights,消费者洞悉,Nail down the key insight that will become the tipping point.,什么消费者洞察是我们的切入点？,Target Audience,目标消费人群,Define the people you want to talk to, spend money on, establish long term relationship with.,定义你所要进行交流并保持长久关系的人群。,Competitors,竞争环境,Define your territory.,定义你的战场。,* Brand blueprint,Brand Empowerment 品牌辐射,How do we amplify the brand positioning in different business discipline?,如何将品牌定位放大到不同的企业职责部门？,How do we translate the brand positioning into actionable plan on different channel with coherence?,如何将品牌定位延伸至可执行方案，并在不同的系统上产生协同和统一，创造更大的价值？,Who are our PRIORITIZED consumer segmentations?,哪些是我们的,优先,客户群体？,What are their unmet needs?,他们的哪些需求未被满足？,Individuals,个人,Start-ups,初创企业,SME,中小型企业,MNC,跨国企业,Government,政府,Institutions,机构,Associations,协会,NGO,非政府组织,Incubator,孵化器,VC,风险投资,Business,Consultants,商务顾问,KIC residents / visitors / events and culture 创智天地居民/访客/活动和文化,partners & supply chains not colocated at the development 合作伙伴和供应链在项目开发中没有在一起,virtual community beyond the phiscal community 实体社区外的虚拟社区,University,大学,Consumer Understanding 理解客户,1st TIER 第一,2nd TIER第二,3rd TIER 第三,4th TIER 第四,5th TIER 第五,Advisory Board,顾问团,Leadership, Advice, Networks,领导力，建议，人际网络,Top Caliber, Noble Prize Level,顶级，诺贝尔奖水准,C-Levels for Market Segment,各市场的顶级管理人员,President or VP of Major Universities, esp. Research and Commercialization,各大院校，特别是主管调研和商业化的校长，副校长,Can be Active or Retired,在职或退休状态,Top Innovators, IT,顶级创新者，IT行业的,Annual Critique Get-Together, then Lecture and Media Exposure,年度的审议，演讲以及媒体曝光,
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