Workshop Alex Osterwalder
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Transcript of Workshop Alex Osterwalder
images by JAM
customer segments
key partners
cost structure
revenue streams
channels
customer relationships
key activities
key resources
value proposition
images by JAM
customer segments
key partners
cost structure
revenue streams
channels
customer relationships
key activities
key resources
value proposition
CANVAS OVERLAY
images by JAM
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
images by JAM
CANVAS OVERLAYOFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
The Business Model Canvas
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
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buildingblock
buildingblock
buildingblockbuilding
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building
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buildingblock
buildingblock
buildingblock
buildingblock
buildingblock
buildingblock
The Business Model Canvas
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
retailstores
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
retailstores
Apple.comwebsite
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
Applestores
retailstores
Apple.comwebsite
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
iTunes soft &
storeApple
stores
retailstores
Apple.comwebsite
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
iTunes soft &
storeApple
stores
Lovemark
retailstores
Apple.comwebsite
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
iTunes soft &
storeApple
stores
Lovemark
retailstores
Apple.comwebsite
switchingcosts
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
switchingcosts
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
talented people (designers)
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
iPodhardware
talented people (designers)
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
iPodhardware
talented people (designers)
iTunes software
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
Applebrand
iPodhardware
talented people (designers)
iTunes software
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
content &
agreements iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
Applebrand
iPodhardware
talented people (designers)
iTunes software
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
content &
agreements iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
content &
agreements
hard-/software
design
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
content &
agreements
OEMs
hard-/software
design
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
content &
agreements
OEMs
hard-/software
design
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
management
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
content &
agreements
marketing and salesOEMs
hard-/software
design
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
management
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
content &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
management
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
content &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
management
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
content &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
management
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
content &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
management
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
content &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
management
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
content &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
management
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
seamless music
experience &
great design
(high-end) mass market
content &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
management
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
iPod/iTunes Business Model
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
WHAT IS YOUR MODEL?
?
UNDERSTANDER (interviewer) asks questions and sketches out interlocutors business model with post-it notes
UNDERSTANDER (interviewer) asks questions and sketches out interlocutors business model with post-it notes
EXPLAINER (interviewee) answers business model questions to help interviewer understand his/her core model
OFFERKEYPARTNERS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
CHANNELS
HARDWARE MANUFACTURER
OFFERKEYPARTNERS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
CHANNELS
HARDWARE MANUFACTURER
high-end to mass market
acquire hearts and loyalty
great hardware design plus ease of use
OFFERKEYPARTNERS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
CHANNELS
HARDWARE MANUFACTURER
high-end to mass market
acquire hearts and loyalty
Applestores
retailstores
Apple.comwebsite
great hardware design plus ease of use
OFFERKEYPARTNERS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
CHANNELS
HARDWARE MANUFACTURER
high-end to mass market
acquire hearts and loyalty
Applestores
retailstores
Apple.comwebsite
great hardware design plus ease of use
high-margin
hardware sales
OFFERKEYPARTNERS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
CHANNELS
HARDWARE MANUFACTURER
high-end to mass market
acquire hearts and loyalty
marketing and sales
hard-/software
design
supply chain
management
Applestores
retailstores
Apple.comwebsite
great hardware design plus ease of use
Original
Equipment
Manufacturers
high-margin
hardware sales
OFFERKEYPARTNERS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
CHANNELS
HARDWARE MANUFACTURER
high-end to mass market
acquire hearts and loyalty
marketing and sales
hard-/software
design
supply chain
management
Applestores
retailstores
Apple.comwebsite
great hardware design plus ease of use
Original
Equipment
Manufacturers
high-margin
hardware sales
Microsoft
other software suppliers
operating
system (OS)
Applebrand
talented people (designers)
OFFERKEYPARTNERS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
CHANNELS
HARDWARE MANUFACTURER
high-end to mass market
acquire hearts and loyalty
marketing and sales
hard-/software
design
supply chain
management
people, design,
and development
hardware manufacturing
marketing and sales
Applestores
retailstores
Apple.comwebsite
great hardware design plus ease of use
Original
Equipment
Manufacturers
high-margin
hardware sales
Microsoft
other software suppliers
operating
system (OS)
Applebrand
talented people (designers)
OFFERKEYPARTNERS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
CHANNELS
HARDWARE MANUFACTURER
high-end to mass market
acquire hearts and loyalty
marketing and sales
hard-/software
design
supply chain
management
people, design,
and development
hardware manufacturing
marketing and sales
Applestores
retailstores
Apple.comwebsite
great hardware design plus ease of use
Original
Equipment
Manufacturers
high-margin
hardware sales
Microsoft
other software suppliers
operating
system (OS)
Applebrand
talented people (designers)
OFFERKEYPARTNERS
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
PLATFORM OPERATOR
(high-end) mass market
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
Applestores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
marketing and sales
Applebrand
talented people (designers)
supply chain
management
OFFERKEYPARTNERS
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
PLATFORM OPERATOR
(high-end) mass market
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
Applestores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
marketing and sales
Applebrand
talented people (designers)
supply chain
management seamless music
experience &
great design
OFFERKEYPARTNERS
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
PLATFORM OPERATOR
(high-end) mass market
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
Applestores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
marketing and sales
Applebrand
talented people (designers)
supply chain
managementswitchingcosts
seamless music
experience &
great design
iTunes soft &
store
OFFERKEYPARTNERS
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
PLATFORM OPERATOR
(high-end) mass market
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
Applestores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
marketing and sales
Applebrand
talented people (designers)
supply chain
managementswitchingcosts
content &
agreements
iPodhardware
iTunes software
recordlabels
seamless music
experience &
great design
iTunes soft &
store
musicroyalties
OFFERKEYPARTNERS
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
PLATFORM OPERATOR
(high-end) mass market
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
Applestores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
marketing and sales
Applebrand
talented people (designers)
supply chain
managementswitchingcosts
content &
agreements
iPodhardware
iTunes software
recordlabels
seamless music
experience &
great design
iTunes soft &
store
musicroyalties
OFFERKEYPARTNERS
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
MARKET OPERATOR
(high-end) mass marketcontent &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
management
OFFERKEYPARTNERS
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
MARKET OPERATOR
(high-end) mass marketcontent &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
managementseamless
smart-phone
exp. & design
OFFERKEYPARTNERS
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
MARKET OPERATOR
(high-end) mass marketcontent &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
managementseamless
smart-phone
exp. & design
appstore in
iTunes
app(lication) developers
OFFERKEYPARTNERS
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
MARKET OPERATOR
(high-end) mass marketcontent &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
managementseamless
smart-phone
exp. & design
appstore in
iTunes
app(lication) developers
OFFERKEYPARTNERS
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
MARKET OPERATOR
(high-end) mass marketcontent &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
managementseamless
smart-phone
exp. & design
appstore in
iTunes
app(lication) developers
30% transaction
cut on app sales
OFFERKEYPARTNERS
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
MARKET OPERATOR
(high-end) mass marketcontent &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
managementseamless
smart-phone
exp. & design
appstore in
iTunes
app(lication) developers
30% transaction
cut on app sales
apps control and approval
OFFERKEYPARTNERS
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
ecosystem provider
(high-end) mass marketcontent &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
management
appstore in
iTunes
app(lication) developers
30% transaction
cut on app sales
apps control and approval
OFFERKEYPARTNERS
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
ecosystem provider
(high-end) mass marketcontent &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
management
appstore in
iTunes
app(lication) developers
30% transaction
cut on app sales
apps control and approval
seamless tablet experience
OFFERKEYPARTNERS
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
ecosystem provider
(high-end) mass marketcontent &
agreements
marketing and salesOEMs
people, design,
and development
hard-/software
design
hardware manufacturing
iTunes soft &
storeApple
stores
high-margin
hardware rev.
Lovemark
retailstores
Apple.comwebsite
high-volume content rev.
switchingcosts
marketing and sales
Applebrand
iPodhardware
talented people (designers)
iTunes software
recordlabels
supply chain
management
appstore in
iTunes
app(lication) developers
30% transaction
cut on app sales
apps control and approval
seamless tablet experience
advertisers
40% transaction cut on ad fees
iAds
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
mass customers globally
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
SME businesses
mass customers globally
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video callingSME
businesses
mass customers globally
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video callingSME
businesses
mass customers globallycheap
calls
(Skype Out)
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
free
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
freeSkype Out
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
freeSkype Out
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
Software
freeSkype Out
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
freeSkype Out
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
software development
freeSkype Out
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
fraud management
software development
freeSkype Out
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
fraud management
software development
payment providers
freeSkype Out
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
freeSkype Out
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
Logitech
freeSkype Out
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
software
development
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
Logitech
freeSkype Out
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
software
development
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
Logitech
freeSkype Outcomplaint management
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
software
development
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
Logitech
freeSkype Outcomplaint management
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
software
development
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
Logitech
freeSkype Outcomplaint management
vs Telco
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
software
development
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
Logitech
freeSkype Outcomplaint management
roughly similar but
cheaper/free
vs Telco
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
software
development
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
Logitech
freeSkype Outcomplaint management
global coverage
roughly similar but
cheaper/free
vs Telco
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
software
development
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
Logitech
freeSkype Outcomplaint management
global coverage
100% low cost
roughly similar but
cheaper/free
vs Telco
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
software
development
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
Logitech
freeSkype Outcomplaint management
global coverage
100% low cost
100% automatic
roughly similar but
cheaper/free
vs Telco
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
software
development
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
Logitech
freeSkype Outcomplaint management
global coverage
100% low cost
100% automatic
roughly similar but
cheaper/free
not all have to pay
vs Telco
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
software
development
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
Logitech
freeSkype Outcomplaint management
global coverage
100% low cost
100% automatic
roughly similar but
cheaper/free
no network
not all have to pay
vs Telco
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
software
development
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
Logitech
freeSkype Outcomplaint management
global coverage
100% low cost
100% automatic
roughly similar but
cheaper/free
no network
software developm.
not all have to pay
vs Telco
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
software
development
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
Logitech
freeSkype Outcomplaint management
global coverage
100% low cost
100% automatic
roughly similar but
cheaper/free
no network
software developm.
not all have to pay
outsourcing non-core
vs Telco
mass
customized
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMS
KEYACTIVITIES
free VoIP &
video calling
Logitech partnership
Skype.com
SME businesses
mass customers globallycheap
calls
(Skype Out)
hardware sales
COST STRUCTURE
software
development
KEYRESOURCES
PARTNERNETWORK
software
developers
Software
telco
partners
fraud management
software development
payment providers
Logitech
freeSkype Outcomplaint management
global coverage
100% low cost
100% automatic
roughly similar but
cheaper/free
no network
software developm.
not all have to pay
software company
outsourcing non-core
vs Telco
business people donʼt just need to understand designers better; they need to become designers
Roger Martin, Dean Rotman School
“
”
The enemy of innovation are two words - prove it -
you can not prove any new idea
Roger Martin, Dean Rotman School
“
”
The lack of trust to experiment with new ideas is
what makes companies obsolete over a period of time
Roger Martin, Dean Rotman School
“
”
images by JAM
key partners
cost structure
revenue streams
channels
customer relationships
key activities
key resources
value proposition
customer segments
analyze from the customer perspectiveOFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
analyze from the customer perspectiveOFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
manufactures and sells light machine tools for builders
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
manufactures and sells light machine tools for builders
but there’s a substantial
problem with this business model
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
manufactures and sells light machine tools for builders
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
manufactures and sells light machine tools for builders
they learned by understanding
customers
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
manufactures and sells light machine tools for builders
165[source photo: griffinindustrial.co.uk]
his most important job to
get
done is to manage (r
ight tool,
right construct
ion site),
maintain, and rep
lace the tools
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Business Model Canvas
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Business Model Canvas
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Business Model Canvas
monthly rental fee
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Business Model Canvas
buildingblock
buildingblock
buildingblock
buildingblockbuilding
block
building
block
buildingblock
buildingblock
buildingblock
buildingblock
buildingblock
buildingblock
* single-use toilet bag* self-sanitizing* biodegradable* turns into fertilizer* (mainly) targeted at poor people
* single-use toilet bag* self-sanitizing* biodegradable* turns into fertilizer
* low production cost* (mainly) targeted at poor people
KEYPARTNERS
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYRESOURCES
The Business Model Canvas
197
uncertainty/patterns/insight clarity/focus
research& understand
designing business model prototypes
business model design to be implemented
[Source:adaptedfromDamienNewman,Central]
THANK YOU!BusinessModelGeneration.com
AlexOsterwalder.com BusinessModelAlchemist.com
Twitter: business_design
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Business Model Canvas
RED OCEAN
• compete in existing markets
• beat the competition
• explore existing demand
• make the value/cost trade-off
• align with differentiation OR lower cost
BLUE OCEANRED OCEAN
• compete in existing markets
• beat the competition
• explore existing demand
• make the value/cost trade-off
• align with differentiation OR lower cost
• create uncontested markets
• make competition irrelevant
• create & capture new demand
• break value/cost trade-off
• align with differentiation AND lower cost
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
Sony Playstation
RED OCEAN
• compete in existing markets
• beat the competition
• explore existing demand
• make the value/cost trade-off
• align with differentiation OR lower cost
BLUE OCEAN
• create uncontested markets
• make competition irrelevant
• create & capture new demand
• break value/cost trade-off
• align with differentiation AND lower cost
how much did the price of coffee consumed at home
change for Swiss households over the last couple of years?
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
COST STRUCTURE
the business model canvasCUSTOMERSEGMENTS
REVENUE STREAMS
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
COST STRUCTURE
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)
REVENUE STREAMS
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
COST STRUCTURE
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)
REVENUE STREAMS
espresso capsules
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
COST STRUCTURE
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
REVENUE STREAMS
espresso capsules
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
COST STRUCTURE
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
REVENUE STREAMS
espresso capsules
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
business
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
COST STRUCTURE
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
REVENUE STREAMS
espresso capsules retail outlets
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
business
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
COST STRUCTURE
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
business
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
COST STRUCTURE
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
CUSTOMER RELATIONSHIPS
business
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
COST STRUCTURE
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
CUSTOMER RELATIONSHIPS
business
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
COST STRUCTURE
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
CUSTOMER RELATIONSHIPS
business
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
COST STRUCTURE
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
Nespresso
club
CUSTOMER RELATIONSHIPS
business
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
COST STRUCTURE
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
capsule sales
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
Nespresso
club
CUSTOMER RELATIONSHIPS
business
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
COST STRUCTURE
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
machinesales
capsule sales
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
Nespresso
club
CUSTOMER RELATIONSHIPS
business
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
distribution channels
COST STRUCTURE
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
machinesales
capsule sales
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
Nespresso
club
CUSTOMER RELATIONSHIPS
business
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
distribution channels
COST STRUCTURE
brand
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
machinesales
capsule sales
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
Nespresso
club
CUSTOMER RELATIONSHIPS
business
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
distribution channels
COST STRUCTURE
brand
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
machinesales
capsule sales
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
Nespresso
club
CUSTOMER RELATIONSHIPS
businessproduction
facilities
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
distribution channels
COST STRUCTURE
brand
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
machinesales
capsule sales
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
Nespresso
club
CUSTOMER RELATIONSHIPS
businessproduction
facilities
patents
production
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
distribution channels
COST STRUCTURE
brand
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
machinesales
capsule sales
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
Nespresso
club
CUSTOMER RELATIONSHIPS
businessproduction
facilities
patents
production
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
distribution channels
COST STRUCTURE
brand
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
machinesales
capsule sales
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
distributionNespresso
club
CUSTOMER RELATIONSHIPS
businessproduction
facilities
patents
production
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
distribution channels
COST STRUCTURE
brand
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
machinesales
capsule sales
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
distribution
marketing
Nespresso
club
CUSTOMER RELATIONSHIPS
businessproduction
facilities
patents
production
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
distribution channels
COST STRUCTURE
brand
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
machinesales
capsule sales
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
machine manufacturer
distribution
marketing
Nespresso
club
CUSTOMER RELATIONSHIPS
businessproduction
facilities
patents
production
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
distribution channels
COST STRUCTURE
brand
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
marketingmachinesales
capsule sales
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
machine manufacturer
distribution
marketing
Nespresso
club
CUSTOMER RELATIONSHIPS
businessproduction
facilities
patents
production
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
distribution channels
COST STRUCTURE
brand
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
marketingmachinesales
capsule sales
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
retail logistics
machine manufacturer
distribution
marketing
Nespresso
club
CUSTOMER RELATIONSHIPS
businessproduction
facilities
patents
production
KEYRESOURCES
PARTNERNETWORK
OFFERKEYACTIVITIES
distribution channels
COST STRUCTURE
brand
the business model canvasCUSTOMERSEGMENTS
home Baristo
experience
(machines)households
marketingmachinesales
capsule sales
REVENUE STREAMS
espresso capsules retail outletsNespresso.com
DISTRIBUTION CHANNELS
call center
Nespresso stores
retail logistics
machine manufacturer
distribution
marketing
Nespresso
club
CUSTOMER RELATIONSHIPS
businessproduction
facilities
patents
production