Enterprise software promises good ROIs. Good, good. But ask yourself, what is easy to measure?
Efficiency. 15% less time spent, 7% less electricity used, six percentage points better use of capacity - all easy to translate to the bottom line. Easy is the word.
Difficult is the word when you want to measure business model innovation. Perhaps even not doable.
Amazon was never a brick and mortar bookstore, eBay was never a village mart, Dell never sold through resellers - so what change of "what" could you measure here? Anybody venture a method to calculate the ROI on those business model innovations?
And, for the established firm, does that mean that Business Model Innovation requires a complete restart? Totally new business, unrecognisable even? Not an inviting thought indeed...
A quick revisit to what a Business Model is: "How do you use your resources to deliver value and keep some of that for yourself".
Ford did some Business Model Innovation in 1913, changed the way he used his resources and went from 70 hours per car in the spring to 7 hours per car in the fall. A factor of ten, that is what Business Model Innovation could attain, no mere 7 or 12 percent efficiency gain.
That is what the thingamy is about - business model building - create, run, play and recreate. Thus a tool for innovation.
That's our goal - make it easy to innovate that business model, heck, even spur that innovation if you ask me. :)