Green Room

🟢Green Room

Designing Value Creation

With digital services, we rarely do everything ourselves. In the Green Room, you design the value creation logic – who does what, how do data, goods, and money flow?

• Who takes on which tasks?
• How do data, goods, and money flow?
• Which partners do we need?

🎯Goal

This section delivers a complete value creation model with defined roles, processes, and ecosystem integration.

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Why the Green Room is Crucial

We are one actor in a network. Our business model only works if our role and contribution are clear. The Green Room answers:

• How do we create the service?
• Who do we work with?
• How does it work technically and organizationally?

Reality in the data space: Modern business models thrive on networking and cooperation. "We do everything ourselves" is rarely the answer.

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The 3 Core Building Blocks

#	Building Block	Core Question
1	Roles & Actors	Who takes on which tasks?
2	Value Network	How do goods, data, and finances flow?
3	Value Creation Process	What happens when in which order?

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1. Roles & Actors

Before processes are defined, you need to know who is involved and what value contribution each makes. The Roles-Actors Matrix clearly distinguishes between role (expected function) and actor (concrete entity) – because one company can play multiple roles.

Typical Roles in the Data Ecosystem

Role	Description	Value Contribution
Data Provider	Provides data	Machine data, sensor data, operational data
Data Consumer	Uses data	Analytics, decisions, services
Service Provider	Offers data-based services	Analytics, alerts, recommendations
Platform Operator	Operates technical infrastructure	Hosting, scaling, availability
Orchestrator	Coordinates the ecosystem	Governance, onboarding, standards
Infrastructure Provider	Provides basic infrastructure	Network, cloud, security

Actor Landscape

List all relevant actors and assign them to roles:

Actor	Role(s)	Value Contribution	Internal/External
Operator (Customer)	Data Provider, Consumer	Machine data, usage	External
Us (Provider)	Service Provider	Analytics, alerting	Internal
Cloud Provider	Infrastructure	Hosting, scaling	External
Data Space Operator	Orchestrator	Governance, IAM	External
Machine Builder	Data Provider	Design data	External

Your Own Role

Clarify explicitly: Which role(s) do we take on?

Data Provider – We provide dataData Consumer – We use data from othersService Provider – We offer servicesPlatform Operator – We operate the platformOrchestrator – We coordinate the ecosystem

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2. Value Network

The Value Network describes how goods, services, data, and money flow between actors. It visualizes all flows between participants and makes dependencies and critical handovers visible.

The Three Flow Types

Flow Type	Description	Examples
Goods & Services	Physical products, digital services	Machine maintenance, software updates, reports
Data & Information	Raw data, processed data, insights	Sensor data, analytics results, alerts
Finances	Payment flows, revenue distribution	Subscription, pay-per-use, revenue share

Example: Value Flows in Condition Monitoring

┌─────────────┐     Machine Data          ┌─────────────────┐
│  Operator   │ ───────────────────────▶│ Service Provider│
│  (Customer) │                         │     (Us)        │
└─────────────┘                         └─────────────────┘
       ▲                                        │
       │                                        │
       │    Analytics, Alerts, Reports          │
       └────────────────────────────────────────┘

       │                                        ▲
       │ Subscription Fee                       │ Hosting Costs
       ▼                                        │
┌─────────────┐                         ┌─────────────────┐
│   Payment   │                         │ Cloud Provider  │
└─────────────┘                         └─────────────────┘

Key Questions

• Who delivers which data?
• Who enriches/analyzes data?
• Who operates the data space infrastructure?
• Who pays whom and for what?
• What dependencies exist?

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3. Value Creation Process

The Value Creation Process puts everything into a temporal sequence: What happens when a customer uses our offering? For each process step, a RACI matrix clarifies who is Responsible (executes), Accountable (responsible), Consulted (provides input), and Informed (must be informed).

End-to-End Process

Phase	Activities	Responsible	Data Space Relevance
1. Onboarding	Contract, setup, integration	Sales, IT	IAM, Policy
2. Data Connection	Sensors, interfaces, connectors	IT, OT	Connector, Registry
3. Monitoring	Ongoing data collection	Automated	Data Exchange
4. Analysis	Anomaly detection, analytics	Service Provider	Compute, ML
5. Alerting	Warnings, notifications	Automated	Notification
6. Service Execution	Maintenance, repair, support	Maintenance	Service Catalog
7. Reporting	KPI reports, value evidence	Controlling	Dashboard
8. Optimization	Improve models, adjust rules	Data Science	Continuous Learning

Clarifying Process Responsibility

For each process step: Who does what?

Step	With Us	With Customer	With Partners
Setup	Configuration	Hardware access	Cloud setup
Data Flow	API integration	Data release	Connector
Analytics	Models, algorithms	–	Infrastructure
Support	L2/L3 Support	L1 Support	–

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Ecosystem Integration

Modern business models in the data space require integration with platforms and standards.

Platform Integration

Platform	Function	Integration
Factory-X	Data space for factory equipment	Connector, Registry, IAM
Catena-X	Automotive data space	Standards, use cases
GAIA-X	European cloud infrastructure	Compliance, sovereignty

Technical Interfaces

Interface	Description	Standard
Data Connector	Connection to data space	Eclipse Dataspace Connector
Identity	Authentication	IAM, DID
Contracts	Usage policies	ODRL
Catalog	Service discovery	DCAT

Compliance & Governance

• Data Sovereignty: Who controls which data?
• Usage Rights: Which policies apply?
• Audit: How is compliance demonstrated?
• Exit: What happens at contract end?

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Checking Scalability

Ensure that the model can grow.

Scaling Questions

Dimension	Questions
Technical	Does infrastructure scale? Cloud-native?
Organizational	Can processes be standardized?
Partners	Can partners be replicated?
Costs	How do costs develop with growth?

Typical Bottlenecks

Bottleneck	Description	Mitigation
Support	Customer count exceeds capacity	Self-service, automation
Integration	Every customer is special case	Standardization
Data Quality	Heterogeneous data sources	Validation, normalization
Partners	Dependency on individuals	Redundancy, standards

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Input & Output

← Input from Red Room

• Value Proposition Statement
• Product/service description

Output for Yellow Room →

• Roles & actors defined
• Value creation process described

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Output of the Green Room

👥

Roles & Actors

All participants with roles and value contribution

🔄

Value Network

Diagrams for goods, data, and financial flows

⚙️

Value Creation Process

End-to-end process with responsibilities

📈

Scalability Analysis

Bottlenecks, growth potential, risks

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Quality Gate: Green Room

Before moving to the Yellow Room, check:

All relevant actors are identified and assigned to rolesData, goods, and financial flows are describedEnd-to-end process is defined with clear responsibilitiesData space integration is consideredScalability and bottlenecks are reflected

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Remember

The Green Room is the engine behind the business model. Here it's decided whether the model is not only desirable but also feasible and scalable. A realistic picture of value creation including roles and partners is the foundation for economic success.