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