Business Model Generation: Business Model Canvas + Design Thinking
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Transcript of Business Model Generation: Business Model Canvas + Design Thinking
Business Model GenerationBusiness Model Canvas + Design Thinking
The Mindset We NeedBeing a Designer
What does my
customer need?
What different options
can I try?
What is the essence of
these ideas?
Let’s test this idea…
Damn, it doesn’t work.
Oh well!
Frank Gehry
Architect &
Designer
Can You Be A Designer?
The Business
Model Canvas
WHAT IS A BUSINESS MODEL
“A business model describes the
rationale of how an organisation creates,
delivers and captures value.”
WHAT IS A CANVAS?
THE BUSINESS MODEL CANVAS
Customer Segments
Key Resources
Key Activities
Value Proposition
Customer Relationships
Channels
Revenue Streams
Cost Structure
Key Partnerships
CUSTOMER SEGMENTSFor whom do we create value?
For whom do we create value?
Daimler
Mass Market
For whom do we create value?
Metro
Commuters
Advertisers
VALUE PROPOSITIONWhat value do we create for our customer segments?
What value do we create?
Daimler
Financial Services
Cars, trucks, etc
Mass Market
What value do we create?
Metro
Free City-Wide Commuter
Paper
Commuters
AdvertisersAd Space in High
Circulation Free
Newspaper
CHANNELSHow do we communicate with and reach our customers?
How do wereach their customers
Daimler
Financial Services
Cars, trucks, etc
Mass Market
Dealers
Sales Force
How do we reach their customers
Metro
Free city-wide commuter paper CommutersAdvertisersAd space in a high circulation newspaper
Ad Sales Force
Public Transport, Train Stations, Bus Stops
CUSTOMER RELATIONSHIPSWhat is our relationship with each of our customers?
What is our relationship with our customer
Financial Services
Mass Market
Mostly high-end brands
Cars, trucks, etc
What is our relationship with our customer
Free city-wide commuter paper
CommutersAdvertisers
Ad space in a high circulation free paper
Acquisition
Retention
REVENUE STREAMSWhat value are our customers willing to pay for?
Revenue Streams
Revenue Structure
Pricing Structure
What value do our customers
pay for?
Financial Services
Mass Market
Vehicle SalesVehicle
Financing
Cars, trucks, etc
What value do our customers
pay for?
Free city-wide commuter paper
CommutersAdvertisers
Ad space in high circulation free paper
Fees for Ad Space in
Paper
Free Newspaper
KEY RESOURCESWhat resources are required to deliver value?
KEY ACTIVITIESWhat activities are required to deliver value?
KEY PARTNERSWho helps us to deliver or create value?
How are we able to deliver value?
Financial Services
Car Parts Manufacturers
Cars, trucks, etc
Vehicle Plants
Brands
Manufacturing
Intellectual Property
Design
How are we able to deliver value?
Free city-wide commuter paperAd space in high circulation paper
Distribution Network and Logistics
BrandDistribution Agreements with Public Transport Networks
Write and Produce a Daily Paper
Distribution
COST STRUCTURESWhat are the key costs to deliver value?
Cost Structures
Cost-Driven
Value-Driven
What are our
key costs to deliver value?
Car Part Manufacturers
Vehicle Plants
Brands
Manufacturing
Marketing & Sales Manufacturing
Intellectual Property
Design
Research & Development
What are our
key costs to deliver value?
Distribution Agreements with Public Transport Networks.
Distribution Networks and Logistics
Brand
Write and Produce a Daily Paper
Content, Design & Print of a
Daily PaperDistribution
Distribution
Mass Market
Dealers
Vehicle SalesVehicle Financing
Cars, trucks, etc
Financial Services
Manufacturing
Vehicle Plants
Brands
Marketing & Sales
Car Part Manufacturers
Sales Force
Manufacturing
Mostly High-End Brands
Intellectual Property
Design
Research & Development
Advertisers
CommutersAd Sales
Force
Fees for Ad Space in Paper
Free Newspaper
Ad Space in High
Circulation Paper
Free City-Wide
Commuter Paper
Write & Produce a
Daily Paper
Distribution Network & Logistics
Brand
Content, Design & Print
of a Daily Paper
Distribution Agreements with Public Transport Networks
Public Transport, Train & Bus
Stations
Distribution
Acquisition
RetentionDistribution
WORKING WITH THE CANVAS
Some Principles
Think Business Model,
not product & market
Simplicity, not complexity
One Idea per Canvas
Work Fast and Dirty
Use
Post-It’s
Use markers, not pens
Pictures > Words
Collective > Individual
What you can do with a Canvas?Nearly everything!
– Split or merge models– Split your group– Add/remove post-its– Draw and visualize
Web Users
Globally
People who want
to call phones
Mass Customised
Skype.com
Headset Partnerships
FreeSkypeout
pre-paid or subscription
Hardware Sales
Free internet
and video calls
Cheap calls to phones
(Skypeout)
Software Development
Software Developers
Software
Software Development
Complaint Management
Telco Partners
Payment Providers
Distribution Partners
PRACTICE