Business modeling intro
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The document describes the business model canvas tool, which provides a common language to describe, evaluate, and change business models through 9 building blocks that address key aspects of a business such as customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. The business model canvas is a visual chart that presents the nine elements and their interactions in a simple format to help communicate how a company operates. It allows businesses to better understand their models and identify opportunities for improvement or innovation.
Business modeling intro
- 3. “ Describes how your business makes money ”
- 4. How does this help me?
- 5. How do we describe a business model?
- 6. ... no common language
- 7. How do we communicate a business model?
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- 9. How do we measure the success of a business model?
- 11. How do we change an existing business model and innovate?
- 12. ... (re)inventing the wheel
- 13. the right equipment! ...obviously a tool is needed...
- 14. Business Model Canvas A common “language”, tool to describe, evaluate and change business models
- 15. The business model describes: how the how the business business creates delivers value value how the business realizes value
- 16. BUSINESS MODEL " CANVAS:" 9 Building blocks
- 17. CUSTOMER SEGMENTS" Different groups of people or organizations which we want to reach and serve" www.businessmodelgeneration.com
- 18. Customer Segment" If they require different: " • Value proposition" • Aspects of the offer" • Channels" • Relationships" • Profitability" …they may represent a separate segment"
- 19. VALUE PROPOSITION" the unique bundle of products and services which has value for the target customer" www.businessmodelgeneration.com
- 20. Attributes of the value proposition " " • Novelty" • Performance (tech specs)" • Customization" • “Getting the job done”" • Design" • Brand/Status" • Price" • Cost reduction" • Risk reduction" • Accessibility" • Convenience/usability"
- 21. CHANNELS" how do we communicate with and reach the target customer" www.businessmodelgeneration.com
- 22. Channels are for…" " • Raising awareness" • Helping customers evaluate your “gift”" • Allowing customers to purchase your “gift”" • Delivering the “gift”" • Providing post-purchase customer support" Could be:" • owned Channels" • partner Channels"
- 23. CUSTOMER RELATIONSHIPS" type of relationships we have to establish with the target customer" www.businessmodelgeneration.com
- 24. Types of relationships" " • Transactional, one-time " • Long-term, repetitive" • Individual approach" • Preferential individual approach" • Self-service" • Automated service" • Building a community" • Co-creation " • Switching costs"
- 25. REVENUE STREAMS" feasible revenue streams, through which the business will make money" www.businessmodelgeneration.com
- 26. Types of revenue streams?" " • Sale of assets" • “Pay per view”" • Subscription " • Rent/Lease" • Licensing" • Commission"
- 27. KEY RESOURCES" The key «assets» the company needs for the business model to work" www.businessmodelgeneration.com
- 28. Types of resources?" " • Physical" • Intellectual property" • Financial " • Human resources"
- 29. KEY ACTIVITIES" the key activities the company must perform well for the business model to work" www.businessmodelgeneration.com
- 30. Types of activities" " • Production" • Problem solving" • Platform/network "
- 31. KEY PARTNERS" network of suppliers and partners, without which the business model wonʼt work" www.businessmodelgeneration.com
- 32. Why should we create partnerships?" " • Optimization and savings in scope/range" • Reduction of the risk" • Access and acquisition of resources"
- 33. COST STRUCTURE" the essential costs without which the business model wonʼt work" www.businessmodelgeneration.com
- 34. Cost: types, cost structures, attributes" " • Cost-driven (structure)" • Value-driven (structure)" • Fixed vs. operational cost (type)" • Economy of scale (attribute)" • Economy of scope(attribute)"
- 35. Key Value Customer" Activities" Proposition" Relationships" Key Target Partners" Customers" Cost Revenue Structure" Key Channels" Streams" Resources" www.businessmodelgeneration.com
- 37. THE CANVAS" KEY PARTNERS KEY ACTIVITIES VALUE CUSTOMER CUSTOMERS PROPOSITION RELATIONSHIPS SEGMENTS KEY RESOURCES CHANNELS COST STRUCTURE REVENUE STREAM www.businessmodelgeneration.com
- 38. Examples
- 39. КЛЮЧОВИ Co mpliance КЛЮЧОВИ Simple, ПРЕДЛОЖЕНИЕ ВЗАИМО- ТАРГЕТ КЛИЕНТ practical ting Co m munica rt ПАРТНЬОРИ ДЕЙНОСТИ d ОТНОШЕНИЯ Storage an Разработване design at a sma log istics i deas an d Автоматизира- ple на софтуер reasonable Приблизително но lution s for Yo ung peo so масово pr гласова къстъмизиране Глобално rage Максимално Няма поддръж-същатаice S uppliers Suppliers the ho me w ith ave аутсорсване ка relationships услуга на мрежа inco me покритие без ограничения- Easy self- КЛЮЧОВИ КАНАЛИ IKEA The Bran d РЕСУРСИ та на мрежа hen Онлайн,ing Advertis евтино chise ser vice w IKEA The fran Няма инфра- cho osing, Catalog разпростране- IKEA структура buying an d ние на софтуер Store assembling manageme nt Stores РАЗХОДНА СТРУКТУРА ИЗТОЧНИЦИ НА ПРИХОДИ system Разходна структура на 90% ползват безплатно Go o ds an d софтуерна rketing Ma компания 10% плащат за услугите deliver y ds an d Selling go o ome Restaurant he h et o nn e l Store an d i deas for t Super mark Pers ure infrastruct
- 40. КЛЮЧОВИ КЛЮЧОВИ ПРЕДЛОЖЕНИЕ ВЗАИМО- ТАРГЕТ КЛИЕНТ ПАРТНЬОРИ ДЕЙНОСТИ ОТНОШЕНИЯ Software Ind ividual Log is tis development profiles and tions and support reco m menda Global Affiliate d Online retail consumers websites s tore market КЛЮЧОВИ КАНАЛИ РЕСУРСИ Amazon.co m Software affiliate d Supply websites re inf ras tructu РАЗХОДНА СТРУКТУРА ИЗТОЧНИЦИ НА ПРИХОДИ Marketing Techno logy Sale d isco un ts Content Deliver y
- 41. Software ork t The netw developme nt ! The larges (viral) eff ect! Paypal! nance ! tform ! and mainte social pla n: Internet ! ur Co-creatio “share yo users all ! Zynga! d ed Network stories an Personaliz lobe! FarmVille ! ith ! over the g developme nt ! content w profiles! s”! the other IT infra! ’ ! 3rd parties Brand! Targeted ! apps! Advertiser s ! games and ed users for ! Key talent adds, game s atform! engineers the FB pl app! and apps! Game and ! and developers Huge DB om! e ! facebook.c users bas ! aring ! Personnel nue! R evenue sh Adds reve and game with app ! IT infrastructure! developers
- 42. Software ork t The netw developme nt ! The larges (viral) eff ect! Paypal! nance ! tform ! and mainte social pla n: Internet ! ur Co-creatio “share yo users all ! Zynga! d ed Network stories an Personaliz lobe! FarmVille ! ith ! over the g developme nt ! content w profiles! s”! the other IT infra! ’ ! 3rd parties Brand! Targeted ! apps! Advertiser s ! games and ed users for ! Key talent adds, game s atform! engineers the FB pl app! and apps! Game and ! and developers Huge DB om! e ! facebook.c users bas ! aring ! Personnel nue! R evenue sh Adds reve and game with app ! IT infrastructure! developers
- 43. One more example: in Bulgaria
- 44. Business Students (wanna-preneurs)" model S Start-upers" (segment S) • Using services as individuals– price sensitive • Attracting sponsors-clients to make the price acceptable for them • The individuals are attracted of a particular value • Sponsors-clients are attracted to a different value
- 45. “Green path” (without sponsors) KEY KEY ACTIVITIES VALUE CUSTOMERS CUSTOMER PARTNERS PROPOSITION RELATIONSHIPS SEGMENT Cisco Systems Workshops Email and Start-UP Online and offline Practical and telephone Foundation events relevant Social media AISEC workshops for Students and Career centers entrepreneurs, Start-ups Local centers of the networking KEY RESOURCES CHANNELS Cisco Entrepreneur Institute Social media Programs and Successful Direct mailing content entrepreneurs Presentations and Methodology and seminars know-how COST STRUCTURE REVENUE STREAM Payment (facilitators) Participants fees Commissions Franchise fees Business model based completely on revenue from individuals
- 46. “Green path” (with sponsors) KEY PARTNERS KEY ACTIVITIES VALUE CUSTOMER CUSTOMER PROPOSITION RELATIONSHIPS SEGMENT Cisco Systems Workshops Email and Start-UP Online and offline Practical and telephone Foundation events relevant Social media Active workshops for Personal AISEC Students and selling entrepreneurs, relationships Career centers Start-ups Local centers of the networking KEY RESOURCES CHANNELS Cisco Entrepreneur Media Medium and coverage Social media large Institute Direct mailing Sales partners Programs and CSR companies Successful content Presentations and mainly from entrepreneurs recruitment the corporate Methodology and Networking seminars Sales contacts sector know-how Creating and meeting relationships COST STRUCTURE REVENUE STREAM Payment (facilitators) Participants fees Commissions Franchise fees Sales fees Income from sponsorship packages Business model sponsored by companies and directed completely to individuals
- 47. Exercise
- 48. Imagine that you become a proud owner of a soccer team…
- 49. ... describe the business model of your team
- 50. What value proposition will you offer and to which customer segment? describing how a wealth management bank acquires its clients
- 51. How do you reach your customers?
- 52. How do you build relationships?
- 53. How do you make money with this business model?
- 54. Business model of your team (example) KEY PARTNERS KEY ACTIVITIES VALUE CUSTOMER CUSTOMER PROPOSITION RELATIONSHIPS SEGMENT Play attractively and Website Food and drinks win Playing Blog (RSS) Tickets distribution Brand management spectacular VIP events with the TV channel Video production soccer in team Fans Mobile operators Personal offence relationships Advertising KEY RESOURCS CHANNELS agencies/ media Advertising shop space and good Stadium and tickets- Advertisers Trainers and visibility offices players TV channels and Stadium and cell phones infrastructure Sales people COST STRUCTURE REVENUE STREAM Team and trainrs Tickets sale Infrastructure and support Marketing TV channels and mobile Advertising Video operators