{"id":2901,"date":"2022-01-19T14:36:55","date_gmt":"2022-01-19T13:36:55","guid":{"rendered":"https:\/\/axholmen.com\/?page_id=2901"},"modified":"2022-12-01T10:41:43","modified_gmt":"2022-12-01T09:41:43","slug":"kommersiella-modeller","status":"publish","type":"page","link":"https:\/\/axholmen.com\/sv\/kommersiella-modeller\/","title":{"rendered":"Kommersiella modeller"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"

Artikel riktad till den k\u00f6pande parten \u2013 fyra tips f\u00f6r att optimera kommersiella modeller och d\u00e4rigenom \u00e5stadkomma l\u00e5ngsiktiga resultatf\u00f6rb\u00e4ttringar.<\/p>\n","protected":false},"author":6,"featured_media":2903,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-hero.php","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-2901","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nKommersiella modeller - konsten att skapa r\u00e4tt incitament | Axholmen<\/title>\n<meta name=\"description\" content=\"Artikel riktad till den k\u00f6pande parten \u2013 fyra tips f\u00f6r att optimera kommersiella modeller och d\u00e4rigenom \u00e5stadkomma l\u00e5ngsiktiga resultatf\u00f6rb\u00e4ttringar.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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vanligaste kommersiella modellerna i\u00a0samarbetsavtal skapar inte s\u00e4llan felaktiga\u00a0incitament och beteenden. Ofta leder detta till\u00a0h\u00f6gre kostnader och s\u00e4mre prestation. I denna\u00a0artikel, fr\u00e4mst riktad till den k\u00f6pande parten,\u00a0delar vi med oss av fyra tips f\u00f6r att optimera\u00a0kommersiella modeller och d\u00e4rigenom\u00a0\u00e5stadkomma l\u00e5ngsiktiga resultatf\u00f6rb\u00e4ttringar."],"_modules-below-content_3_text-block-description":["group_page_modules_below-content_text-block_text-block-description"],"modules-below-content_3_text-block-buttons":[""],"_modules-below-content_3_text-block-buttons":["group_page_modules_below-content_text-block_text-block-buttons"],"modules-below-content_5_template":["anchor\/default"],"_modules-below-content_5_template":["group_page_modules_below-content_anchor-template"],"modules-below-content_5_anchor":["tips"],"_modules-below-content_5_anchor":["group_page_modules_below-content_anchor_anchor"],"modules-below-content_6_template":["text-block\/default"],"_modules-below-content_6_template":["group_page_modules_below-content_text-block-template"],"modules-below-content_6_text-block-title":["4 tips f\u00f6r att optimera kommersiella modeller"],"_modules-below-content_6_text-block-title":["group_page_modules_below-content_text-block_text-block-title"],"modules-below-content_6_text-block-image":[""],"_modules-below-content_6_text-block-image":["group_page_modules_below-content_text-block_text-block-image"],"modules-below-content_6_text-block-image-overlay":["0"],"_modules-below-content_6_text-block-image-overlay":["group_page_modules_below-content_text-block_text-block-image-overlay"],"modules-below-content_6_text-block-description":["<h4>RESULTAT<\/h4>\r\nAllt f\u00f6r ofta st\u00f6ter vi p\u00e5 kommersiella\u00a0modeller i stora samarbetsavtal, som t.ex. vid\u00a0outsourcing eller tj\u00e4nsteink\u00f6p, d\u00e4r f\u00f6r lite tid\u00a0eller arbete har investerats i att s\u00e4kerst\u00e4lla att\u00a0modellen driver \u00f6nskade beteenden. Genom en f\u00f6rh\u00e5llandevis liten investering i\u00a0simulering och scenarioanalys har vi\u00a0tillsammans med v\u00e5ra kunder kunnat\u00a0formulera enkla och effektiva prismodeller\u00a0som skapat \u00f6nskade beteenden mellan\u00a0parterna och d\u00e4rigenom b\u00e4ttre samarbete och\u00a0prestation.\r\n<h4 style=\"text-align: center;\">1. ST\u00c4LL DIG I LEVERANT\u00d6RENS SKOR<\/h4>\r\n\r\n<hr \/>\r\n\r\nEn leverant\u00f6r kommer f\u00f6rst\u00e5s alltid str\u00e4va efter att maximera sin l\u00f6nsamhet. St\u00e4ll dig d\u00e4rf\u00f6r alltid fr\u00e5gan vad leverant\u00f6ren kan p\u00e5verka inom ramen f\u00f6r samarbetsavtalet f\u00f6r att \u00f6ka sin l\u00f6nsamhet innan den kommersiella modellen \u00e4r f\u00e4rdigf\u00f6rhandlad. Om leverant\u00f6ren kan f\u00f6rb\u00e4ttra sina marginaler genom att t.ex. \u00f6ka volymen, effektivisera produktionen eller f\u00f6rs\u00e4mra\u00a0prestationen s\u00e5 att det ensidigt gynnar denne,\u00a0b\u00f6r den kommersiella modellen justeras.\u00a0I figur 1 illustreras skillnaden mellan tv\u00e5\u00a0enkla prismodeller. Prismodell 1 \u00e4r en helt\u00a0r\u00f6rlig modell och prismodell 2 \u00e4r en modell\u00a0best\u00e5ende av b\u00e5de en fast komponent och en\u00a0r\u00f6rlig komponent.\r\n\r\nAntag som regel att leverant\u00f6ren kan p\u00e5verka volymen som faktureras p\u00e5 n\u00e5got s\u00e4tt, vilket n\u00e4stan alltid \u00e4r fallet. Med prismodell 1 kommer leverant\u00f6ren att tj\u00e4na \u201ddubbelt\u201d p\u00e5 att \u00f6ka volymen, tack vare s\u00e5v\u00e4l h\u00f6gre volymer som h\u00f6gre marginal. Med prismodell 2 d\u00e4remot finns ett inbyggt incitament som g\u00f6r det of\u00f6rdelaktigt f\u00f6r leverant\u00f6ren ur ett marginalperspektiv att \u00f6ka\u00a0volymen \u00f6ver 1 000. Med andra ord, ju l\u00e4gre\u00a0volym desto b\u00e4ttre l\u00f6nsamhet med prismodell\u00a02.\r\n\r\n[caption id=\"attachment_2915\" align=\"alignnone\" width=\"1688\"]<img class=\"size-full wp-image-2915\" src=\"https:\/\/axholmen.com\/wp-content\/uploads\/2022\/01\/commercial-models-figur-1.png\" alt=\"\" width=\"1688\" height=\"1418\" \/> Figur 1: Illustrativ j\u00e4mf\u00f6relse av tv\u00e5 enkla prismodeller[\/caption]\r\n\r\n \r\n\r\nPrismodell 2 skulle inneb\u00e4ra en \u201dwin-win\u201d\u00a0och driva leverant\u00f6ren till att vidta \u00e5tg\u00e4rder\u00a0f\u00f6r att minska volymen och maximera sin\u00a0l\u00f6nsamhet samtidigt som k\u00f6paren skulle\u00a0faktureras mindre volymer och d\u00e4rmed f\u00e5\u00a0l\u00e4gre kostnader.\r\n<h4 style=\"text-align: center;\">2. SKAPA PRESTATIONSBASERADE INCITAMENT<\/h4>\r\n\r\n<hr \/>\r\n\r\nEn smart kommersiell modell reglerar mer \u00e4n\u00a0bara enhetspriser. Minst lika viktigt \u00e4r givetvis\u00a0ofta leverant\u00f6rens prestation, t.ex. m\u00e4tt i\u00a0kvalit\u00e9n p\u00e5 tj\u00e4nsten som levereras eller hur\u00a0mycket direkt eller indirekt f\u00f6rs\u00e4ljning som\u00a0leverant\u00f6ren ger upphov till \u00e5t k\u00f6paren.\u00a0Prestationsbaserade incitament f\u00e5r dock\u00a0s\u00e4llan tillr\u00e4ckligt med utrymme i kommersiella\u00a0modeller. Vid outsourcing av t.ex. kundtj\u00e4nst\u00a0\u00e4r f\u00f6rs\u00e4ljningen som leverant\u00f6ren i vissa fall\u00a0skall ge upphov till minst lika viktig som\u00a0kostnaden f\u00f6r \u00e4rendet men utg\u00f6r trots detta\u00a0ofta en f\u00f6rh\u00e5llandevis liten del av kundtj\u00e4nstleverant\u00f6rens\u00a0kompensation.\r\n\r\nLista\u00a0de viktiga aff\u00e4rssm\u00e5len i samarbetet\u00a0och se till att det finns p\u00e5tagliga mor\u00f6tter f\u00f6r\u00a0leverant\u00f6ren att n\u00e5 de allra mest kritiska av\u00a0dessa.\r\n<h4 style=\"text-align: center;\">3. UNDVIK ORIMLIGA KRAV<\/h4>\r\n\r\n<hr \/>\r\n\r\nP\u00e5 sikt ska leverant\u00f6ren kunna f\u00f6rb\u00e4ttra sin\u00a0prestation. Ett vanligt misstag dock, framf\u00f6r\u00a0allt i samband med stora outsourcingar eller\u00a0samarbetsavtal, \u00e4r att k\u00f6paren st\u00e4ller orimliga\u00a0operativa krav p\u00e5 sin samarbetspartner fr\u00e5n\u00a0dag ett. Att s\u00e4tta f\u00f6r tuffa initiala m\u00e5l i ett f\u00f6rs\u00f6k\u00a0att \u00e5tg\u00e4rda r\u00e5dande problem leder ofta till\u00a0s\u00e5v\u00e4l h\u00f6gre grundpriss\u00e4ttning som till t\u00e4rande\u00a0samarbetsklimat n\u00e4r leverant\u00f6ren inte n\u00e5r\u00a0upp till dessa m\u00e5l.\u00a0Verifiera kravst\u00e4llningen genom att t.ex.\u00a0vid en outsourcing v\u00e4rdera hur v\u00e4l din egen\u00a0organisation hade m\u00f6tt dina krav.\u00a0Ett annat vanligt misstag \u00e4r att ha f\u00f6r\u00a0m\u00e5nga och allt f\u00f6r h\u00e5rda straffavgiftsklausuler.\u00a0Blir dessa f\u00f6r tongivande driver de ett h\u00f6gre\u00a0grundpris och riskerar att driva ett defensivt\u00a0beteende som motverkar en n\u00f6dv\u00e4ndig\u00a0utveckling av tj\u00e4nsten. Det l\u00f6nar sig ofta att ge\u00a0leverant\u00f6ren m\u00f6jlighet att tj\u00e4na tillbaks sina\u00a0straffavgifter genom att korrigera felaktigheter\u00a0och leverera felfritt. V\u00e4rdet som\u00a0uppn\u00e5s p\u00e5 s\u00e5 vis \u00e4r ofta st\u00f6rre \u00e4n det som\u00a0straffavgiften ger upphov till.\r\n<h4 style=\"text-align: center;\">4. GE UTRYMME TILL F\u00d6RB\u00c4TTRING<\/h4>\r\n\r\n<hr \/>\r\n\r\nEn ofta central drivkraft i stora samarbetsavtal\u00a0\u00e4r att leverant\u00f6ren kan utf\u00f6ra en tj\u00e4nst b\u00e4ttre\u00a0och mer effektivt. En f\u00f6ruts\u00e4ttning f\u00f6r detta \u00e4r\u00a0att leverant\u00f6ren delvis till\u00e5ts f\u00f6r\u00e4ndra\u00a0arbetss\u00e4tt och leveransmodeller.\u00a0Undvik d\u00e4rf\u00f6r att detaljstyra leverant\u00f6ren\u00a0och specificera inte allt f\u00f6r sn\u00e4va krav\u00a0eftersom allt f\u00f6r strama tyglar kommer g\u00f6ra\u00a0det sv\u00e5rt f\u00f6r leverant\u00f6ren att faktiskt\u00a0effektivisera leveransen. Str\u00e4va ist\u00e4llet efter\u00a0att s\u00e4tta \u00f6vergripande aff\u00e4rsm\u00e5l och koppla in\u00a0ekonomiska incitament f\u00f6r att n\u00e5 dessa\u00a0\u00f6vergripande och ofta mer l\u00e5ngsiktiga m\u00e5l. Ist\u00e4llet f\u00f6r att betala en supportleverant\u00f6r\u00a0per hanterat \u00e4rende kan leverant\u00f6ren f\u00e5\u00a0betalt per anst\u00e4lld som har tillg\u00e5ng till\u00a0supporten. Detta kommer driva leverant\u00f6ren\u00a0att vidta egna knep och \u00e5tg\u00e4rder f\u00f6r att\u00a0minimera antalet \u00e5tg\u00e4rder och fel. Det ger\u00a0leverant\u00f6ren h\u00f6gre marginaler och k\u00f6paren\u00a0en enklare och mer felfri 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