Introduction to the Business Model Canvas
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The document introduces the Business Model Canvas, emphasizing its role in helping startups define their value propositions, customer segments, and revenue streams under conditions of uncertainty. It outlines key components such as customer relationships, channels, key resources, and partnerships while emphasizing the importance of understanding market dynamics. Ultimately, the Business Model Canvas serves as a foundational tool for customer development and tracking startup progress.
![Clayton M. Christensen, et al.
What are ‘jobs to be done’?
“[The consumer] simply has a
job to be done and is seeking to
‘hire’ the best product or service
to do it.”](https://image.slidesharecdn.com/intro-to-business-model-canvasss-140516155648-phpapp02/85/Introduction-to-the-Business-Model-Canvas-30-320.jpg)
![What’s next?
“[the] business model
canvas is the starting
point for Customer
Development, and the
“scorecard” that monitors
startups’ progress as they
turn their hypotheses
about what customers
want into actionable
facts.”](https://image.slidesharecdn.com/intro-to-business-model-canvasss-140516155648-phpapp02/85/Introduction-to-the-Business-Model-Canvas-42-320.jpg)
![On Art & Entrepreneurship
“[Founders and
entrepreneurial employees]
are rare, unique and crazy.
They’re artists.”](https://image.slidesharecdn.com/intro-to-business-model-canvasss-140516155648-phpapp02/85/Introduction-to-the-Business-Model-Canvas-43-320.jpg)
Introduction to the Business Model Canvas
- 1. David Sturtz @sturtz Geonetric / @BlazeContent Introduction to the Business Model Canvas This is a big idea.
- 2. According to Eric Ries What is a startup? “A startup is a human institution designed to create a new product or service under conditions of extreme uncertainty.”
- 3. According to Steve Blank What is a startup? “A startup is a temporary organization designed to search for a repeatable and scalable business model.”
- 4. According to SBA.gov What is a business plan? “A business plan is an essential roadmap for business success. This living document generally projects 3-5 years ahead and outlines the route a company intends to take to grow revenues.”
- 5. “A business plan… projects 3-5 years ahead and outlines the route a company intends to take to grow revenues.” “A startup is a temporary organization designed to search for a repeatable and scalable business model.” “under conditions of extreme uncertainty” “A startup is not a smaller version of a large company.”
- 6. Alexander Osterwalder and Yves Pigneur What is a business model? “A business model describes the rationale of how an organization creates, delivers, and captures value.” “it’s all about the business model”
- 10. According to Brant Cooper & Patrick Vlaskovits Your startup ecosystem
- 11. The Business Model Canvas
- 13. An organization serves one or several Customer Segments 1. Customer Segments Mass market Niche market Segmented Diversified Multi-sided market “many items that eventually go in other boxes begin in customer segment”
- 15. It seeks to solve customer problems and satisfy customer needs with value propositions. 2. Value Proposition Newness Performance Customization “Getting the job done” Design Brand/Status Price Cost reduction Risk reduction Accessibility Convenience/Usability
- 16. Value propositions are delivered to customers through communication, distribution, and sales Channels 3. Channels DIRECT Own Sales force Own Web sales INDIRECT Own stores Partner stores Wholesaler “A channel is simply a shelf”
- 17. Customer relationships are established and maintained with each Customer Segment. 4. Customer Relationships Personal assistance Dedicated personal assistance Self-service Automated services Communities Co-creation
- 19. Revenue streams result from value propositions successfully offered to customers. 5. Revenue Streams Asset sale Usage fee Subscription fee Lending/Renting/Leasing Licensing Brokerage fee Advertising
- 26. According to Mark Andreesen “Rachleff’s Corollary of Startup Success” “The only thing that matters is getting to product/market fit.”
- 27. Empathy Map
- 30. Clayton M. Christensen, et al. What are ‘jobs to be done’? “[The consumer] simply has a job to be done and is seeking to ‘hire’ the best product or service to do it.”
- 31. Christensen on Jobs to be done
- 34. The Value Proposition Canvas
- 35. Key resources are the assets required to offer and deliver the previously described elements… 6. Key Resources Physical Intellectual Human Financial
- 36. … by performing a number of Key Activities. 7. Key Activities Production Problem solving Platform/Network
- 37. Some activities are outsourced and some resources are acquired outside the enterprise. 8. Key Partnerships MOTIVATIONS Optimization & economy of scale Reduction of risk & uncertainty Acquisition of particular resources & activities “think through why and when you need partners”
- 38. The business model elements result in the cost structure. 9. Cost Structure BROAD CATEGORIES Cost-driven Value-driven CHARACTERISTICS Fixed costs Variable costs Economies of scale Economies of scope
- 41. According to Steve Blank What is not on the canvas? Market type Market size Competition Industry dynamics
- 42. What’s next? “[the] business model canvas is the starting point for Customer Development, and the “scorecard” that monitors startups’ progress as they turn their hypotheses about what customers want into actionable facts.”
- 43. On Art & Entrepreneurship “[Founders and entrepreneurial employees] are rare, unique and crazy. They’re artists.”
- 44. Questions?
- 45. Take your blank framework and write one of your ‘crazy ideas’ at the top of it. Before you go