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SARTA: Business Model Canvas Workshop

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Alex Cowan

The document provides information about the Business Model Canvas template and how it can be used for customer development and venture design. It discusses key elements of the canvas like customer segments, value propositions, and channels. It also discusses how design thinking techniques like personas and storyboarding can be applied with the canvas to develop value propositions for specific customer segments. The canvas is presented as a tool that can help structure the customer development process and manage assumptions through experimentation and learning.

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(Key Partners) (Key Activities) (Key Resources) (Cost Structure) (Value (Customer Propositions) Relationships) (Customer Segments) (Channels) (Revenue Streams) The templates here are made available on the same CC license terms as the original canvas. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Workshop:! Business 
 Model 
 Canvas 
 Copyright 2014 Cowan Publishing
(Key Partners) (Key Activities) (Key Resources) (Cost Structure) (Value (Customer Propositions) Relationships) (Customer Segments) (Channels) (Revenue Streams) The templates here are made available on the same CC license terms as the original canvas. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
CUSTOMER DEVELOPMENT MVP Product-Market 
 Fit(?) Scale PIVOTAL
 ASSUMPTIONS
 Nascent
 Test, revise, test...
 Validated- now tactical
 Validated- now tactical
 PRODUCT
 N/A
 MVP
 Focus: efficiency, extension
 What would a startup do??
 ORG.
 Founders
 PARTNERS,
 CHANNELS
 Customer dev. team
 Full functional organization
 Scalable organization
 Probably too soon
 Probably too soon
 Yeah, maybe?
 Yeah, definitely!
 Personas Copyright 2014 Cowan Publishing
CUSTOMER DEVELOPMENT & THE CANVAS MVP Product-Market 
 Fit(?) Scale Thinking through what you want the business to be for a better idea of what you don’t know. ! " Then use that to focus your discovery.
 Copyright 2014 Cowan Publishing
CUSTOMER DEVELOPMENT & THE CANVAS MVP Product-Market 
 Fit(?) Scale Focal point for managing your assumptions- which are open? closed? what are their inter-relationships?! Copyright 2014 Cowan Publishing
CUSTOMER DEVELOPMENT & THE CANVAS MVP Product-Market 
 Fit(?) Scale Focal point for organizing incremental ‘growth hacking’ experiments. Copyright 2014 Cowan Publishing
CUSTOMER DEVELOPMENT & THE CANVAS MVP Product-Market 
 Fit(?) Scale Strategy management tool and jumping off point for new ‘intrapreneurial’ ventures and business model innovation. Copyright 2014 Cowan Publishing
The Canvas is a housekeeping tool. ! " It won’t hand you the gold but it will help you monitor how things are panning out. ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
IT’S A PROCESS Some techniques are more effective than others. But they all require substantial, consistent exertion. Copyright 2014 Cowan Publishing
VENTURE DESIGN Foundation in Design Thinking Copyright 2014 Cowan Publishing
VENTURE DESIGN Hypothesize Learn Lean StartupStyle Assumptions Experiment Foundation in Design Thinking Copyright 2014 Cowan Publishing
VENTURE DESIGN Hypothesize Lean StartupStyle Assumptions Business Model Canvas Learn Experiment Foundation in Design Thinking Copyright 2014 Cowan Publishing
VENTURE DESIGN Hypothesize Lean StartupStyle Assumptions Business Model Canvas Learn Experiment User Stories & Test Cases Foundation in Design Thinking Copyright 2014 Cowan Publishing
VENTURE DESIGN Hypothesize Lean StartupStyle Assumptions Business Model Canvas Learn Experiment User Stories & Test Cases Product & Promotion Foundation in Design Thinking Copyright 2014 Cowan Publishing
VENTURE DESIGN Hypothesize Lean StartupStyle Assumptions Business Model Canvas Learn Experiment User Stories & Test Cases Product & Promotion Foundation in Design Thinking Copyright 2014 Cowan Publishing
THE CANVAS: 3 PARTS Partner_1 Partner_2 Partner_3 Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 Relationship_1 Relationship_2 Relationship_3 Resource_1 Resource_2 Resource_3 Cost_1 Cost_2 Cost_3 The templates here are made available on the same CC license terms as the original canvas. O ering Customers Infrastructure Segment_1 Segment_2 Segment_3 Channel_1 Channel_2 Channel_3 Revenue_1 Revenue_2 Revenue_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
SEGMENT TO VALUE PROPOSITION MAPPING Proposition_1 Proposition_2 Proposition_3 The templates here are made available on the same CC license terms as the original canvas. Segment_1 Segment_2 Segment_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
THE INDEPENDENT VARIABLE Customer Segments Value Propositions (Key Partners) (Key Activities) (Key Resources) (Cost Structure) (Value (Customer Propositions) Relationships) (Customer Segments) (Channels) (Revenue Streams) The templates here are made available on the same CC license terms as the original canvas. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
CUSTOMER SEGMENTS VS. PERSONAS Customer Segments g ≈ Personas Copyright 2014 Cowan Publishing
REALLY GETTING CUSTOMER SEGMENTS (Key Partners) (Key Activities) (Key Resources) (Cost Structure) (Value (Customer Propositions) Relationships) (Customer Segments) (Channels) (Revenue Streams) The templates here are made available on the same CC license terms as the original canvas. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
DESIGN THINKING Empathy Creativity Copyright 2014 Cowan Publishing
DESIGN THINKING- APPLICATIONS ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- APPLICATIONS 1 2 Urinate as they go 3 Edges preferred 4 Speedy 5 Empathy Entry PB > cheese ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- APPLICATIONS Check & Repair 1 UV Validation 2 Relevant Placement 3 A Better Mouse Trap 4 Powered by Better Bait 5 Creativity ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- PERSONAS Personas Problem Scenarios Alternatives Your Value Propositions Foundation in Design Thinking Copyright 2014 Cowan Publishing
DESIGN THINKING- PERSONAS ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- PERSONAS ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- PERSONAS PROBLEM SCENARIO X ALTERNATIVE(S) ? YOUR VALUE PROPOSITIONS ! ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
YOUR PRODUCT HYPOTHESIS A certain PERSONA exists… … and they have a certain PROBLEMS(S) … X … where they’re currently using certain ALTERNATIVE(S) … ? … and I have a VALUE PROPOSITION that’s better enough than the alternatives to cause the persona to act (purchase, use, etc.). ! ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
ENABLE QUIZ: PROBLEM SCENARIOS PERSONA Helen the HR Manager Frank the Functional Manager “It’s hard for me to screen on technical skill sets and I end up sending Frank unqualified recruits.” “I have limited time and I don’t want to be a jerk. It’s hard to screen for all the relevant technical skill sets.” ALTERNATIVE(S) - Call references" - Take their word for it - A few probing questions" - Take their word for it VALUE
 PROPOSITIONS New ability for meaningful screening of technical candidates, increasing % of successful hires and lowering Frank’s workload on recruiting. Less time doing interviews, and better hires sooner. X PROBLEM
 SCENARIO ? ! Copyright 2014 Cowan Publishing
STORYBOARDING A PROBLEM SCENARIO BEFORE AFTER Copyright 2014 Cowan Publishing
EXERCISE- PERSONA CREATION 1. List at least 3 personas (5 min) Mary the Working Mom Susan the Stay-at-Home Mom Douglas the Dad Nathan the Nanny … ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
EXERCISE- PERSONA CREATION 1. Which are buyers? Users? Both? Note with a ‘B’ and/or ‘U’ on the Post-It 2. Which have the most compelling need, desire? Sort top to bottom (4 min.) ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
EXERCISE- VALUE PROPOSITIONS X 1. Brainstorm Problem Scenario-Alternative-Value PROBLEM SCENARIO Proposition Trios. 
 (7 min.) ? ALTERNATIVE(S) ! YOUR VALUE PROPOSITIONS Problem: Mary would like to be more structured and consistent in her use of allowances to teach the link between work and financial rewards. Alternative: Track the completion of chores, homework, etc. manually using paper, boards, notes on her phone. Value Proposition: Use our app to easily and consistently implement best practices tailored to your situation. Copyright 2014 Cowan Publishing
EXERCISE- MAPPING PERSONAS, VALUE PROP’S 1. Print out the Canvas ! 2. List your prioritized personas (Customer Segments) and Value Propositions! 3. Map your personas to your Value Propositions ! (3 min) Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 The templates here are made available on the same CC license terms as the original canvas. Persona_1 Persona_2 Persona_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
EXERCISE: PEER PRESENTATIONS (2 MIN/EACH) As Presenter PERSONAS & VALUE PROPOSITIONS! 1) Who is/are the top persona(s)?" 2) What’s cool about the value prop.? As Audience - Focus on the process; avoid editorial" - Ask a lot of questions" - Think about it like an investor Copyright 2014 Cowan Publishing
REALLY GETTING CUSTOMER SEGMENTS (Key Partners) (Key Activities) (Key Resources) (Cost Structure) (Value (Customer Propositions) Relationships) (Customer Segments) (Channels) (Revenue Streams) The templates here are made available on the same CC license terms as the original canvas. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
Attention 
 I nterest 
 D esire 
 A
 ction O
nboarding R etention How do they first find out that you, your proposition exist? " How do you break through the noise floor? Copyright 2014 Cowan Publishing
Attention 
 I nterest 
 D esire 
 A
 ction O
nboarding R etention What is it that engages them with your proposition? How will you connect? Copyright 2014 Cowan Publishing
Attention 
 I nterest 
 D esire 
 A
 ction O
nboarding R etention Are you connecting with an important problem scenario? Is your VP better enough than the alternative? Copyright 2014 Cowan Publishing
Attention 
 I nterest 
 D esire 
 A
 ction O
nboarding R etention What is absolute minimum set of actions required by the customer to have you deliver on their problem? Copyright 2014 Cowan Publishing
Attention 
 I nterest 
 D esire 
 A
 ction O
nboarding R etention How do they become a regular, habitual user? How will you know if that’s happening? Copyright 2014 Cowan Publishing
Attention 
 I nterest 
 D esire 
 A
 ction O
nboarding R etention How do you deepen their involvement? Investment? How do you get them talking about it? Copyright 2014 Cowan Publishing
STORYBOARDING AIDA(OR) Copyright 2014 Cowan Publishing
EXERCISE: AIDA STORYBOARD (10 MIN) Using the squares, create a 6-panel AIDA(OR) storyboard 
 (10 min)! 
 guideline: ! 1 panel/item 
 (A, I, D…) Copyright 2014 Cowan Publishing
EXERCISE- CUSTOMER RELATIONSHIPS Customer Relationships GETTING STARTED! 1. Bounce off your take on AIDA(OR) " 2. Decouple any concierge/hand-holding actions you use for discovery from your target steady state" 3. Variation by segment?" 4. How will you know if it’s working? EXAMPLES! ‘dedicated personal service’ (onsite? offsite?)
 ‘personal service’
 ‘phone support’
 ‘web/email based tickets’" ‘web self-help and forums’ (5 min) Copyright 2014 Cowan Publishing
EXERCISE- CHANNELS Channels GETTING STARTED! 1. Bounce off your take on AIDA(OR) " 2. Variation by segment?" 3. How will you know if it’s working? EXAMPLES! SALES" hand sales (direct or indirect?)" retail" web" phone" delivery" PROMOTION" personal (direct vs. indirect?)" specialty media" television" radio" AdWords + SEO" (5 min) Copyright 2014 Cowan Publishing
EXERCISE: PEER PRESENTATIONS (2 MIN/EACH) As Presenter RELATIONSHIPS & CHANNELS! 1) What’s the AIDAOR journey?" 2) How do the Relationships & Channels work for that? As Audience - Focus on the process; avoid editorial" - Ask a lot of questions" - Think about it like an investor Copyright 2014 Cowan Publishing
REVENUE STREAMS Don’t overcomplicate it.! " When a plumber does something, you pay them.! " If a sink garbage disposal lasts twice as long, you’d pay more, right? ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
EXERCISE: SEGMENT TO VALPROP TO REVENUE Partner_1 Partner_2 Partner_3 Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 Relationship_1 Relationship_2 Relationship_3 Resource_1 Resource_2 Resource_3 Cost_1 Cost_2 Cost_3 The templates here are made available on the same CC license terms as the original canvas. Segment_1 Segment_2 Segment_3 Channel_1 Channel_2 Channel_3 Revenue_1 Revenue_2 Revenue_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. (4 min) Copyright 2014 Cowan Publishing
THE CANVAS: 3 PARTS Partner_1 Partner_2 Partner_3 Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 Relationship_1 Relationship_2 Relationship_3 Resource_1 Resource_2 Resource_3 Cost_1 Cost_2 Cost_3 The templates here are made available on the same CC license terms as the original canvas. O ering Customers Infrastructure Segment_1 Segment_2 Segment_3 Channel_1 Channel_2 Channel_3 Revenue_1 Revenue_2 Revenue_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
THE CANVAS: 3 PARTS Partner_1 Partner_2 Partner_3 Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 Relationship_1 Relationship_2 Relationship_3 Resource_1 Resource_2 Resource_3 Cost_1 Cost_2 Cost_3 The templates here are made available on the same CC license terms as the original canvas. O ering Customers Infrastructure Segment_1 Segment_2 Segment_3 Channel_1 Channel_2 Channel_3 Revenue_1 Revenue_2 Revenue_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
3 BUSINESS MODEL TYPES (Key Partners) (Key Activities) (Value (Customer Propositions) Relationships) (Customer Segments) 1. INFRASTRUCTURE-DRIVEN 2. CUSTOMER SCOPE-DRIVEN (Channels) (Key Resources) 3. PRODUCT-DRIVEN (Cost Structure) (Revenue Streams) The templates here are made available on the same CC license terms as the original canvas. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
EXERCISE- KEY RESOURCES Key Resources GETTING STARTED! 1. Bounce off your business type" 2. What is particular, strategic to your business model?" 3. How will you get it? EXAMPLES! ‘proprietary software’" ‘expertise in [exotic technology]’" ‘channel or partner relationships’" ‘track record in [relevant topic]’" ‘investment in infrastructure’" ‘rapid prototyping and validation methodologies’ (5 min) Copyright 2014 Cowan Publishing
EXERCISE- KEY ACTIVITIES Key Activities GETTING STARTED! 1. Bounce off your business type" 2. What is particular, strategic to your business model?" 3. How will you do these things?" 4. Will partners be involved? Should they be? EXAMPLES! ‘software product development’" ‘industry participation’" ‘direct sales’" ‘growth marketing online’ [SEO, web analytics..]" ‘process design and iteration’" ‘supplier management’, ‘supply chain management’ (5 min) Copyright 2014 Cowan Publishing
EXERCISE- KEY PARTNERSHIPS Key Partnerships GETTING STARTED! 1. Bounce off your business type" 2. What is particular, strategic to your business model?" 3. Are you comparatively good at it?" 4. Where will partners make the business bigger and more effective? EXAMPLES! ‘direct sales partners’" ‘content creators’" ‘retail or distribution’" ‘creative agency’" ‘subcontractors’" ‘referral network’ (5 min) Copyright 2014 Cowan Publishing
COST STRUCTURE Minimize: Obviously.! " Defer: MVP’s; don’t over invest for the sake of creating ‘output’! " Link: To revenue as much as possible (variable vs. fixed).! " ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
PROFIT DRIVERS: EXAMPLE Tighter Proposition (website, pres., etc.) Ease of Entry Revenue Drivers Finite Deliverables Increased Use of Channels Upsell Profit Drivers Finite Cost Cost of Sales Easy to See What's on Menu Less Consultative Selling Simplified Contracting Intellectual Property Multipliers Cost Drivers Cost of Delivery Tighter Talent Definition Simpler Training, Eval., Promotion Engagement Management Standard Project Management Comparable Post Mortems ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
COST STRUCTURE Cost Structure GETTING STARTED! 1. How do you minimize? Use of partners? Off the shelf tech/ components?" 2. How do you defer against customer development milestones?" 3. How do you link to revenues?" 4. Which are fixed vs. variable? How do they related to revenues? EXAMPLES! ‘fixed cost product development’" ‘fixed cost infrastructure investment’" ‘variable cost marketing or commissions’" ‘variable cost customer onboarding and support’" ‘variable cost inputs’ (5 min) Copyright 2014 Cowan Publishing
EXERCISE: COST STRUCTURE & LINKAGES Partner_1 Partner_2 Partner_3 Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 Relationship_1 Relationship_2 Relationship_3 Resource_1 Resource_2 Resource_3 Cost_1 Cost_2 Cost_3 The templates here are made available on the same CC license terms as the original canvas. Segment_1 Segment_2 Segment_3 Channel_1 Channel_2 Channel_3 Revenue_1 Revenue_2 Revenue_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. (5 min) Copyright 2014 Cowan Publishing
EXERCISE: PEER PRESENTATIONS (2 MIN/EACH) As Presenter RELATIONSHIPS & CHANNELS! 1) What’s your business type (infrastructure, scope, product)?" 2) What are the major cost drivers and linkages? How do they tie to revenue?" 3) How do the key activities, resources, and partnerships help that? As Audience - Focus on the process; avoid editorial" - Ask a lot of questions" - Think about it like an investor Copyright 2014 Cowan Publishing
VENTURE DESIGN Hypothesize Lean StartupStyle Assumptions Business Model Canvas Learn Experiment User Stories & Test Cases Product & Promotion Foundation in Design Thinking Copyright 2014 Cowan Publishing
www.alexandercowan.com/sarta-business-model-canvas www.alexandercowan.com/venture-design www.alexandercowan.com/startup-sprints @cowanSF acowan@alexandercowan.com Copyright 2014 Cowan Publishing

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SARTA: Business Model Canvas Workshop

  • 1. (Key Partners) (Key Activities) (Key Resources) (Cost Structure) (Value (Customer Propositions) Relationships) (Customer Segments) (Channels) (Revenue Streams) The templates here are made available on the same CC license terms as the original canvas. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Workshop:! Business 
 Model 
 Canvas 
 Copyright 2014 Cowan Publishing
  • 2. (Key Partners) (Key Activities) (Key Resources) (Cost Structure) (Value (Customer Propositions) Relationships) (Customer Segments) (Channels) (Revenue Streams) The templates here are made available on the same CC license terms as the original canvas. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
  • 3. CUSTOMER DEVELOPMENT MVP Product-Market 
 Fit(?) Scale PIVOTAL
 ASSUMPTIONS
 Nascent
 Test, revise, test...
 Validated- now tactical
 Validated- now tactical
 PRODUCT
 N/A
 MVP
 Focus: efficiency, extension
 What would a startup do??
 ORG.
 Founders
 PARTNERS,
 CHANNELS
 Customer dev. team
 Full functional organization
 Scalable organization
 Probably too soon
 Probably too soon
 Yeah, maybe?
 Yeah, definitely!
 Personas Copyright 2014 Cowan Publishing
  • 4. CUSTOMER DEVELOPMENT & THE CANVAS MVP Product-Market 
 Fit(?) Scale Thinking through what you want the business to be for a better idea of what you don’t know. ! " Then use that to focus your discovery.
 Copyright 2014 Cowan Publishing
  • 5. CUSTOMER DEVELOPMENT & THE CANVAS MVP Product-Market 
 Fit(?) Scale Focal point for managing your assumptions- which are open? closed? what are their inter-relationships?! Copyright 2014 Cowan Publishing
  • 6. CUSTOMER DEVELOPMENT & THE CANVAS MVP Product-Market 
 Fit(?) Scale Focal point for organizing incremental ‘growth hacking’ experiments. Copyright 2014 Cowan Publishing
  • 7. CUSTOMER DEVELOPMENT & THE CANVAS MVP Product-Market 
 Fit(?) Scale Strategy management tool and jumping off point for new ‘intrapreneurial’ ventures and business model innovation. Copyright 2014 Cowan Publishing
  • 8. The Canvas is a housekeeping tool. ! " It won’t hand you the gold but it will help you monitor how things are panning out. ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  • 9. IT’S A PROCESS Some techniques are more effective than others. But they all require substantial, consistent exertion. Copyright 2014 Cowan Publishing
  • 10. VENTURE DESIGN Foundation in Design Thinking Copyright 2014 Cowan Publishing
  • 11. VENTURE DESIGN Hypothesize Learn Lean StartupStyle Assumptions Experiment Foundation in Design Thinking Copyright 2014 Cowan Publishing
  • 12. VENTURE DESIGN Hypothesize Lean StartupStyle Assumptions Business Model Canvas Learn Experiment Foundation in Design Thinking Copyright 2014 Cowan Publishing
  • 13. VENTURE DESIGN Hypothesize Lean StartupStyle Assumptions Business Model Canvas Learn Experiment User Stories & Test Cases Foundation in Design Thinking Copyright 2014 Cowan Publishing
  • 14. VENTURE DESIGN Hypothesize Lean StartupStyle Assumptions Business Model Canvas Learn Experiment User Stories & Test Cases Product & Promotion Foundation in Design Thinking Copyright 2014 Cowan Publishing
  • 15. VENTURE DESIGN Hypothesize Lean StartupStyle Assumptions Business Model Canvas Learn Experiment User Stories & Test Cases Product & Promotion Foundation in Design Thinking Copyright 2014 Cowan Publishing
  • 16. THE CANVAS: 3 PARTS Partner_1 Partner_2 Partner_3 Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 Relationship_1 Relationship_2 Relationship_3 Resource_1 Resource_2 Resource_3 Cost_1 Cost_2 Cost_3 The templates here are made available on the same CC license terms as the original canvas. O ering Customers Infrastructure Segment_1 Segment_2 Segment_3 Channel_1 Channel_2 Channel_3 Revenue_1 Revenue_2 Revenue_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
  • 17. SEGMENT TO VALUE PROPOSITION MAPPING Proposition_1 Proposition_2 Proposition_3 The templates here are made available on the same CC license terms as the original canvas. Segment_1 Segment_2 Segment_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
  • 18. THE INDEPENDENT VARIABLE Customer Segments Value Propositions (Key Partners) (Key Activities) (Key Resources) (Cost Structure) (Value (Customer Propositions) Relationships) (Customer Segments) (Channels) (Revenue Streams) The templates here are made available on the same CC license terms as the original canvas. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
  • 19. CUSTOMER SEGMENTS VS. PERSONAS Customer Segments g ≈ Personas Copyright 2014 Cowan Publishing
  • 20. REALLY GETTING CUSTOMER SEGMENTS (Key Partners) (Key Activities) (Key Resources) (Cost Structure) (Value (Customer Propositions) Relationships) (Customer Segments) (Channels) (Revenue Streams) The templates here are made available on the same CC license terms as the original canvas. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
  • 22. DESIGN THINKING- APPLICATIONS ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  • 23. DESIGN THINKING- APPLICATIONS 1 2 Urinate as they go 3 Edges preferred 4 Speedy 5 Empathy Entry PB > cheese ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  • 24. DESIGN THINKING- APPLICATIONS Check & Repair 1 UV Validation 2 Relevant Placement 3 A Better Mouse Trap 4 Powered by Better Bait 5 Creativity ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  • 25. DESIGN THINKING- PERSONAS Personas Problem Scenarios Alternatives Your Value Propositions Foundation in Design Thinking Copyright 2014 Cowan Publishing
  • 26. DESIGN THINKING- PERSONAS ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  • 27. DESIGN THINKING- PERSONAS ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  • 28. DESIGN THINKING- PERSONAS PROBLEM SCENARIO X ALTERNATIVE(S) ? YOUR VALUE PROPOSITIONS ! ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  • 29. YOUR PRODUCT HYPOTHESIS A certain PERSONA exists… … and they have a certain PROBLEMS(S) … X … where they’re currently using certain ALTERNATIVE(S) … ? … and I have a VALUE PROPOSITION that’s better enough than the alternatives to cause the persona to act (purchase, use, etc.). ! ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  • 30. ENABLE QUIZ: PROBLEM SCENARIOS PERSONA Helen the HR Manager Frank the Functional Manager “It’s hard for me to screen on technical skill sets and I end up sending Frank unqualified recruits.” “I have limited time and I don’t want to be a jerk. It’s hard to screen for all the relevant technical skill sets.” ALTERNATIVE(S) - Call references" - Take their word for it - A few probing questions" - Take their word for it VALUE
 PROPOSITIONS New ability for meaningful screening of technical candidates, increasing % of successful hires and lowering Frank’s workload on recruiting. Less time doing interviews, and better hires sooner. X PROBLEM
 SCENARIO ? ! Copyright 2014 Cowan Publishing
  • 31. STORYBOARDING A PROBLEM SCENARIO BEFORE AFTER Copyright 2014 Cowan Publishing
  • 32. EXERCISE- PERSONA CREATION 1. List at least 3 personas (5 min) Mary the Working Mom Susan the Stay-at-Home Mom Douglas the Dad Nathan the Nanny … ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  • 33. EXERCISE- PERSONA CREATION 1. Which are buyers? Users? Both? Note with a ‘B’ and/or ‘U’ on the Post-It 2. Which have the most compelling need, desire? Sort top to bottom (4 min.) ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  • 34. EXERCISE- VALUE PROPOSITIONS X 1. Brainstorm Problem Scenario-Alternative-Value PROBLEM SCENARIO Proposition Trios. 
 (7 min.) ? ALTERNATIVE(S) ! YOUR VALUE PROPOSITIONS Problem: Mary would like to be more structured and consistent in her use of allowances to teach the link between work and financial rewards. Alternative: Track the completion of chores, homework, etc. manually using paper, boards, notes on her phone. Value Proposition: Use our app to easily and consistently implement best practices tailored to your situation. Copyright 2014 Cowan Publishing
  • 35. EXERCISE- MAPPING PERSONAS, VALUE PROP’S 1. Print out the Canvas ! 2. List your prioritized personas (Customer Segments) and Value Propositions! 3. Map your personas to your Value Propositions ! (3 min) Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 The templates here are made available on the same CC license terms as the original canvas. Persona_1 Persona_2 Persona_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
  • 36. EXERCISE: PEER PRESENTATIONS (2 MIN/EACH) As Presenter PERSONAS & VALUE PROPOSITIONS! 1) Who is/are the top persona(s)?" 2) What’s cool about the value prop.? As Audience - Focus on the process; avoid editorial" - Ask a lot of questions" - Think about it like an investor Copyright 2014 Cowan Publishing
  • 37. REALLY GETTING CUSTOMER SEGMENTS (Key Partners) (Key Activities) (Key Resources) (Cost Structure) (Value (Customer Propositions) Relationships) (Customer Segments) (Channels) (Revenue Streams) The templates here are made available on the same CC license terms as the original canvas. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
  • 38. Attention 
 I nterest 
 D esire 
 A
 ction O
nboarding R etention How do they first find out that you, your proposition exist? " How do you break through the noise floor? Copyright 2014 Cowan Publishing
  • 39. Attention 
 I nterest 
 D esire 
 A
 ction O
nboarding R etention What is it that engages them with your proposition? How will you connect? Copyright 2014 Cowan Publishing
  • 40. Attention 
 I nterest 
 D esire 
 A
 ction O
nboarding R etention Are you connecting with an important problem scenario? Is your VP better enough than the alternative? Copyright 2014 Cowan Publishing
  • 41. Attention 
 I nterest 
 D esire 
 A
 ction O
nboarding R etention What is absolute minimum set of actions required by the customer to have you deliver on their problem? Copyright 2014 Cowan Publishing
  • 42. Attention 
 I nterest 
 D esire 
 A
 ction O
nboarding R etention How do they become a regular, habitual user? How will you know if that’s happening? Copyright 2014 Cowan Publishing
  • 43. Attention 
 I nterest 
 D esire 
 A
 ction O
nboarding R etention How do you deepen their involvement? Investment? How do you get them talking about it? Copyright 2014 Cowan Publishing
  • 45. EXERCISE: AIDA STORYBOARD (10 MIN) Using the squares, create a 6-panel AIDA(OR) storyboard 
 (10 min)! 
 guideline: ! 1 panel/item 
 (A, I, D…) Copyright 2014 Cowan Publishing
  • 46. EXERCISE- CUSTOMER RELATIONSHIPS Customer Relationships GETTING STARTED! 1. Bounce off your take on AIDA(OR) " 2. Decouple any concierge/hand-holding actions you use for discovery from your target steady state" 3. Variation by segment?" 4. How will you know if it’s working? EXAMPLES! ‘dedicated personal service’ (onsite? offsite?)
 ‘personal service’
 ‘phone support’
 ‘web/email based tickets’" ‘web self-help and forums’ (5 min) Copyright 2014 Cowan Publishing
  • 47. EXERCISE- CHANNELS Channels GETTING STARTED! 1. Bounce off your take on AIDA(OR) " 2. Variation by segment?" 3. How will you know if it’s working? EXAMPLES! SALES" hand sales (direct or indirect?)" retail" web" phone" delivery" PROMOTION" personal (direct vs. indirect?)" specialty media" television" radio" AdWords + SEO" (5 min) Copyright 2014 Cowan Publishing
  • 48. EXERCISE: PEER PRESENTATIONS (2 MIN/EACH) As Presenter RELATIONSHIPS & CHANNELS! 1) What’s the AIDAOR journey?" 2) How do the Relationships & Channels work for that? As Audience - Focus on the process; avoid editorial" - Ask a lot of questions" - Think about it like an investor Copyright 2014 Cowan Publishing
  • 49. REVENUE STREAMS Don’t overcomplicate it.! " When a plumber does something, you pay them.! " If a sink garbage disposal lasts twice as long, you’d pay more, right? ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  • 50. EXERCISE: SEGMENT TO VALPROP TO REVENUE Partner_1 Partner_2 Partner_3 Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 Relationship_1 Relationship_2 Relationship_3 Resource_1 Resource_2 Resource_3 Cost_1 Cost_2 Cost_3 The templates here are made available on the same CC license terms as the original canvas. Segment_1 Segment_2 Segment_3 Channel_1 Channel_2 Channel_3 Revenue_1 Revenue_2 Revenue_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. (4 min) Copyright 2014 Cowan Publishing
  • 51. THE CANVAS: 3 PARTS Partner_1 Partner_2 Partner_3 Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 Relationship_1 Relationship_2 Relationship_3 Resource_1 Resource_2 Resource_3 Cost_1 Cost_2 Cost_3 The templates here are made available on the same CC license terms as the original canvas. O ering Customers Infrastructure Segment_1 Segment_2 Segment_3 Channel_1 Channel_2 Channel_3 Revenue_1 Revenue_2 Revenue_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
  • 52. THE CANVAS: 3 PARTS Partner_1 Partner_2 Partner_3 Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 Relationship_1 Relationship_2 Relationship_3 Resource_1 Resource_2 Resource_3 Cost_1 Cost_2 Cost_3 The templates here are made available on the same CC license terms as the original canvas. O ering Customers Infrastructure Segment_1 Segment_2 Segment_3 Channel_1 Channel_2 Channel_3 Revenue_1 Revenue_2 Revenue_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
  • 53. 3 BUSINESS MODEL TYPES (Key Partners) (Key Activities) (Value (Customer Propositions) Relationships) (Customer Segments) 1. INFRASTRUCTURE-DRIVEN 2. CUSTOMER SCOPE-DRIVEN (Channels) (Key Resources) 3. PRODUCT-DRIVEN (Cost Structure) (Revenue Streams) The templates here are made available on the same CC license terms as the original canvas. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Copyright 2014 Cowan Publishing
  • 54. EXERCISE- KEY RESOURCES Key Resources GETTING STARTED! 1. Bounce off your business type" 2. What is particular, strategic to your business model?" 3. How will you get it? EXAMPLES! ‘proprietary software’" ‘expertise in [exotic technology]’" ‘channel or partner relationships’" ‘track record in [relevant topic]’" ‘investment in infrastructure’" ‘rapid prototyping and validation methodologies’ (5 min) Copyright 2014 Cowan Publishing
  • 55. EXERCISE- KEY ACTIVITIES Key Activities GETTING STARTED! 1. Bounce off your business type" 2. What is particular, strategic to your business model?" 3. How will you do these things?" 4. Will partners be involved? Should they be? EXAMPLES! ‘software product development’" ‘industry participation’" ‘direct sales’" ‘growth marketing online’ [SEO, web analytics..]" ‘process design and iteration’" ‘supplier management’, ‘supply chain management’ (5 min) Copyright 2014 Cowan Publishing
  • 56. EXERCISE- KEY PARTNERSHIPS Key Partnerships GETTING STARTED! 1. Bounce off your business type" 2. What is particular, strategic to your business model?" 3. Are you comparatively good at it?" 4. Where will partners make the business bigger and more effective? EXAMPLES! ‘direct sales partners’" ‘content creators’" ‘retail or distribution’" ‘creative agency’" ‘subcontractors’" ‘referral network’ (5 min) Copyright 2014 Cowan Publishing
  • 57. COST STRUCTURE Minimize: Obviously.! " Defer: MVP’s; don’t over invest for the sake of creating ‘output’! " Link: To revenue as much as possible (variable vs. fixed).! " ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  • 58. PROFIT DRIVERS: EXAMPLE Tighter Proposition (website, pres., etc.) Ease of Entry Revenue Drivers Finite Deliverables Increased Use of Channels Upsell Profit Drivers Finite Cost Cost of Sales Easy to See What's on Menu Less Consultative Selling Simplified Contracting Intellectual Property Multipliers Cost Drivers Cost of Delivery Tighter Talent Definition Simpler Training, Eval., Promotion Engagement Management Standard Project Management Comparable Post Mortems ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  • 59. COST STRUCTURE Cost Structure GETTING STARTED! 1. How do you minimize? Use of partners? Off the shelf tech/ components?" 2. How do you defer against customer development milestones?" 3. How do you link to revenues?" 4. Which are fixed vs. variable? How do they related to revenues? EXAMPLES! ‘fixed cost product development’" ‘fixed cost infrastructure investment’" ‘variable cost marketing or commissions’" ‘variable cost customer onboarding and support’" ‘variable cost inputs’ (5 min) Copyright 2014 Cowan Publishing
  • 60. EXERCISE: COST STRUCTURE & LINKAGES Partner_1 Partner_2 Partner_3 Activity_1 Activity_2 Activity_3 Proposition_1 Proposition_2 Proposition_3 Relationship_1 Relationship_2 Relationship_3 Resource_1 Resource_2 Resource_3 Cost_1 Cost_2 Cost_3 The templates here are made available on the same CC license terms as the original canvas. Segment_1 Segment_2 Segment_3 Channel_1 Channel_2 Channel_3 Revenue_1 Revenue_2 Revenue_3 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. (5 min) Copyright 2014 Cowan Publishing
  • 61. EXERCISE: PEER PRESENTATIONS (2 MIN/EACH) As Presenter RELATIONSHIPS & CHANNELS! 1) What’s your business type (infrastructure, scope, product)?" 2) What are the major cost drivers and linkages? How do they tie to revenue?" 3) How do the key activities, resources, and partnerships help that? As Audience - Focus on the process; avoid editorial" - Ask a lot of questions" - Think about it like an investor Copyright 2014 Cowan Publishing
  • 62. VENTURE DESIGN Hypothesize Lean StartupStyle Assumptions Business Model Canvas Learn Experiment User Stories & Test Cases Product & Promotion Foundation in Design Thinking Copyright 2014 Cowan Publishing