1、Confidential not for distribution 機密文件,KNOWLEDGE INNOVATION COMMUNITY Business Model Framework 創(chuàng)智天地知識創(chuàng)新社區(qū) 商業(yè)模式框架 February 2009 2009年 2月,KNOWLEDGE INNOVATION COMMUNITY Business Model Framework 創(chuàng)智天地知識創(chuàng)新社區(qū) 商業(yè)模式框架,Executive Summary,ChuangZhiTianDi, also known as the Knowledge Innovation Community (KIC)

2、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 te

3、chnology 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, innovat

4、ion, 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 fun

5、ds 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.,Executi

6、ve 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 / I

7、ncubation 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

8、 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 innov

9、ation 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

10、 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 t

11、he 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

12、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 studie

13、s, 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 從優(yōu)秀到卓越,From Good to Great 從優(yōu)秀到卓越,Front End Real Estate + Back End VC and Incu

14、bator Business Model that maximizes the sum of rents/sales of the whole 前端的傳統(tǒng)房地產(chǎn)模式加后端的風投及孵化器商業(yè)模式的協(xié)同效應使整個系統(tǒng)達到利潤最大化,1. Business Model 商業(yè)模型 Real Estate Business Model maximizing rent/sales on each space 傳統(tǒng)房地產(chǎn)業(yè)模式通過租售達到利潤最大化。,From Good to Great 從優(yōu)秀到卓越,Quality, innovative people, institutions and companie

15、s 一個具有高質(zhì)量的具有創(chuàng)新精神的人群， 機構和企業(yè)的社區(qū),2. Community 社區(qū) “Come one, come all” 社區(qū)組成單一，一個來等于全部來的租戶組成,From Good to Great 從優(yōu)秀到卓越,An environment for the soul of innovation 具有創(chuàng)新精神的氛圍,3. Ambience 氛圍營造 Empty spaces and streets, lack of interaction 缺乏人氣及互動的街道及空間,From Good to Great 從優(yōu)秀到卓越,Integrate Live, Work, Learn, Pl

16、ay and Learn 融生活，工作，學習和娛樂與一體的綜合型生活方式,4.Lifestyle 生活方式 Separate communities and individuals 沒有連接互動的社區(qū)和個人,From Good to Great 從優(yōu)秀到卓越,Cultural experiences, entertainment and ritual focused excellence 文化娛樂體驗注重習俗的培養(yǎng),5. Offering 提供服務 Nice buildings and spaces Broad mix of sectors 只是有漂亮的房子和空間， 但組團沒有重點，太寬泛,F

17、rom Good to Great 從優(yōu)秀到卓越,Identity that informs the spirit and captures the soul Clarity to anyone 鮮明清晰的品牌個性及品牌精神,6. Brand character 品牌特質(zhì) Fragmented character Everything to everyone 分散的品牌個性， 每個人對品牌有著不同的理解和詮釋,FRAMEWORK 框架,Vision 遠景目標,To create the cradle of innovation for China, bringing untapped, tac

18、it culture and knowledge to the globe fore, and accelerating this through international best practices. 通過最佳國際化實踐以及觸及全球前端未探及領域的知識分享來建立中國的創(chuàng)新?lián)u籃。,Mission Statement 使命,To innovate by using real estate as an enabling tool to commercialize knowledge, creativity, science and technology into products and se

19、rvices that serve societal good and lead into the 22nd century. 創(chuàng)新以房地產(chǎn)為工具，將知識，創(chuàng)造力，科學和技術轉化成對社會有益的產(chǎn)品和服務，領先著進入22世紀。,Process 進程,STRATEGY 策略,Traditional Real Estate Development Model 傳統(tǒng)房地產(chǎn)開發(fā)模式,VC 風險投資,Incubator 孵化器,Innovative Real Estate Development Model 創(chuàng)新房地產(chǎn)開發(fā)模式,New Business Model to Increase District

20、 Value 提升城區(qū)定位及價值,Innovation District 創(chuàng)新城區(qū),KIC,Overall Concept 整體概念,Incubator + Accelerator 孵化器 加速器,Non - Traditional Financing 非傳統(tǒng)融資 e.g. Venture Capital; 風投 Angel Capital 天使基金,Real Estate Base: Hard Environment: Building Soft Environment: Management 房地產(chǎn)開發(fā)實現(xiàn)硬件環(huán)境 管理軟環(huán)境,Sustainable Community 可持續(xù)發(fā)展的社區(qū),

21、Sustainable Technology 可持續(xù)發(fā)展技術,Sustainable Environment 可持續(xù)發(fā)展的環(huán)境,INTEGRATED PLATFORMS,綜合平臺,Venture Capital Platform 風險投資平臺,Deal Flow is Key: Generate + Increase 項目是關鍵：孕育并發(fā)展項目 Need Place-based and Web-based “Places” for Exchange 需要實體和網(wǎng)絡的交易場所 Understand Needs and Objectives 理解需求和目標 Cull Early, Mid and

22、Late Stage Opportunities 精選早期，中期和晚期的機會 Angel Investors 天使投資人 Clusters 產(chǎn)業(yè)集群 Enabling Mechanisms 啟動機制 How to expand, who to target? 如何發(fā)展項目，誰是目標客戶？ Monetization: how does SOL, KIC, Yangpu want to capture this? How to ally + align? 融資：瑞安，KIC和楊浦和誰進行策略聯(lián)盟？如何合作來把握這個機會？,Non-Traditional Monetization 非傳統(tǒng)融資平臺,Y

23、angpu: Venture Capital Positioning楊浦: 風險投資定位, More likely to attract very early stage VC firms 傾向投資位于早期發(fā)展階段的創(chuàng)業(yè)公司的風投 Several specialize in this segment (1/3) (e.g. NEA, Sequoia, Softbank) 約三分之一的主要風險投資企業(yè)專注于先期投資（如NEA, Sequoia, Softbank） Firms that focus on larger investments likely to locate in Pudong

24、or downtown 專注于更大型投資的企業(yè)傾向于選擇浦東或市中心 Need access to deal flow 需要接近交易流 New startups in KIC 創(chuàng)智天地中的新創(chuàng)業(yè)企業(yè) Startups founded by Yangpu institute and university people 區(qū)內(nèi)各機構和高校建立的創(chuàng)業(yè)企業(yè) Startups that employ Yangpu university graduates 聘用區(qū)內(nèi)高校畢業(yè)生的創(chuàng)業(yè)企業(yè) Satellite offices in KIC 創(chuàng)智天地中的衛(wèi)星辦公室 With main offices downto

25、wn covering nation / region 總部位于市中心，以覆蓋國家/區(qū)域市場,Culture Shift 文化轉移 Knowledge Exchange + Iteration 知識革新轉化 Hub + Spoke / Octopus = Networks: 中心 輻射途徑 網(wǎng)絡： “Who knows who knows what” “知道誰知道什么” Not just “who knows who”, or “who knows what” 不只是“誰認識誰”，或“誰知道什么” Place-based: Flexibility + Focal Point 基地定位：可變動性

26、 聚焦點 Virtual 實體還是虛體 Civic Engagement 公眾參與 Linkage with other Knowledge Centers 與其他知識中心的聯(lián)系 Research Institutes, R+D Centers, Academia, Individuals 科研機構， 研發(fā)中心， 大專院校， 個體企業(yè),Innovation Soul創(chuàng)新靈魂,Culture創(chuàng)新文化,Architecture建筑空間,Lifestyle生活方式,Innovation Platform 創(chuàng)新平臺,Creativity Platform,創(chuàng)意平臺,Solidifying the pl

27、atform 完善平臺建設 Convergence of data, voice and video 整合數(shù)據(jù)，影音資料 Utilize service providers not vendors 與服務供應商而不是單純的硬件供應商合作 The emergence of Chinese providers 扶持國內(nèi)供應商 Going wireless and ubiquitous (GPRS, CDMA, 3G+) 無線網(wǎng)絡建設 (GPRS, CDMA, 3G) Sustainable mass technologies vs. differentiation 可持續(xù)的廣泛應用的技術vs差異化

28、技術 Future collocation (IDC) provision for SMEs? 為中小企業(yè)度身定做技術平臺 Develop a parallel virtual/cyber community that has linkage value-added propositions to the real/physical KIC 建立一個能提升創(chuàng)智天地價值的虛擬網(wǎng)絡社區(qū),Technology Platform技術平臺,Digital City Framework,Infrastructure - Network,Ubiquitous Sensor,Network Access Co

29、ntrol,Convergence Network,Government,Learning 360,eGovernment,eHealth,ERS,Traffic Control,Pollution Control,Environment,Infrastructure - Data,Lifestyle,Home,Work,Street,Community,Commercial,Energy Saving,Security Access,PAF,M-Commerce,Content Delivery,Intelligent Building,Inventory Mgt,Ubiquitous Se

30、nsor,Network Access Control,Convergence Network,Ubiquitous Sensor,Network Access Control,Pollution Control,數(shù)碼城市框架,基礎建設 網(wǎng)絡,Ubiquitous Sensor,Network Access Control,Convergence Network,政府,全方位學習,電子政務,電子醫(yī)療,地球資源衛(wèi)星,交通控制,Pollution Control,生活方式,家,工作,街上,社區(qū),商業(yè),能源控制,安全管制,PAF,移動商務,內(nèi)容提送,行業(yè)信息建設,倉儲管理,Ubiquitous Se

31、nsor,Network Access Control,集中網(wǎng)絡,無所不在的傳感器門戶,網(wǎng)絡數(shù)據(jù)庫管理,污染控制,環(huán)境,基礎建設數(shù)據(jù),Sustainability Structure可持續(xù)性結構,ECONOMY: Profitable Returns over Time 經(jīng)濟： 久而久之的利潤回報,EQUALITY: Social Well-Being, Public Welfare 社會權益： 社會幸福，公共福利,ENVIRONMENT: Land, Transit, Fresh Water System and Air 環(huán)境： 土地、運輸、新鮮供水系統(tǒng)和空氣,SUSTAINABILITY:

32、 Development Model 可持續(xù)性：發(fā)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

33、 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,實 例: 經(jīng)濟效益 均衡發(fā)展 (經(jīng)濟 社會) 可持續(xù)發(fā)展模型,原則 1: 創(chuàng)造就業(yè)崗位 原則 2: 創(chuàng)造稅收 原則 3: 社區(qū)發(fā)展和融合 原則 4: 針對社區(qū)業(yè)主開展培訓項目以

34、增加他 們的知識 原則 5: 提供多年齡層次的軟硬件服務 原則 6: 接納非營利機構入住 原則 7: 營造一個生活-工作-學習-娛樂平衡 的氛圍 原則 8: 獨特性 無法復制,社區(qū)文化 環(huán)境 經(jīng)濟發(fā)展 網(wǎng)絡化,Brand Development品牌發(fā)展,Value of Branding 品牌推廣的價值,To create a larger share of the future 創(chuàng)造品牌更大的未來,CONVENTION 傳統(tǒng)市場,DISRUPTIVE IDEA 顛覆性理念,VISION 創(chuàng)造更大未來的遠景,Product 商品,Service 服務,Experience 經(jīng)驗,Value 價

35、值,The Relationship between Business Model and the Brand 商業(yè)模式與品牌的關系簡述,Brand Value 品牌價值,Brand Evolution 品牌發(fā)展,Product 商品,Service 服務,Experience 經(jīng)驗,Values 價值,The Relationship between Business Model and the Brand 商業(yè)模式與品牌的關系簡述,Process： Its a Journey of Re-discovery過程： 重新發(fā)現(xiàn)的旅程,Corporate Culture 企業(yè)文化,Marketing Strategy 市場策略,Consumer Understanding 理解消費者,Competitor Analysis & Benchmarking 競爭者分析和標桿,Brand Blueprint品牌藍圖,What is our key brand positioning? 什么是我們的品牌定位？ Whats the brand architecture that articulate and crystallize what the brand stands for? 以精煉的品牌藍圖來闡述我們的品牌精神,* Brand bluepri