Venture Design
Workshop:!
Business
Model Canvas!
Copyright 2013 Cowan Publishing
(Key
Partners)

(Key
Activities)

(Key
Resources)

(Cost Structure)

(Value
(Customer
Propositions) Relationships)

(Custo...
CUSTOMER DEVELOPMENT
MVP

Product-Market 

Fit(?)

Scale

PIVOTAL

ASSUMPTIONS
 Nascent


Test, revise,
test...


Validate...
CUSTOMER DEVELOPMENT & THE CANVAS
MVP

Product-Market 

Fit(?)

Scale

Thinking through what you want the business to be f...
CUSTOMER DEVELOPMENT & THE CANVAS
MVP

Product-Market 

Fit(?)

Scale

Organizational and focal point for managing your
as...
CUSTOMER DEVELOPMENT & THE CANVAS
MVP

Product-Market 

Fit(?)

Scale

Focal point for organizing incremental ‘growth hack...
CUSTOMER DEVELOPMENT & THE CANVAS
MVP

Product-Market 

Fit(?)

Scale

Strategy management tool and jumping off point for ...
The Canvas is a
housekeeping tool.
"

It won’t hand you
the gold but it will
help you monitor
how things are
panning out.
...
VENTURE DESIGN

Hypothesize

Lean StartupStyle Assumptions

User Stories
Test Cases
Learn

Experiment

Product & Promotion...
VENTURE DESIGN STACK
Operational Stack
Who is the
buyer? User?
What problem(s)
are you solving?

Personas

Problem Scenari...
bit.ly/venstack

ALEX COWAN"
AlexanderCowan.com"
@cowanSF

Copyright 2013 Cowan Publishing
IT’S A PROCESS

Some techniques are more effective than others.
But they all require substantial, consistent exertion.
Cop...
THE CANVAS: 3 (STANDARD) PARTS
Partner_1
Partner_2
Partner_3

Activity_1
Activity_2
Activity_3

Proposition_1
Proposition_...
SEGMENT TO VALPROP MAPPING
Partner_1
Partner_2
Partner_3

Activity_1
Activity_2
Activity_3

Proposition_1
Proposition_2
Pr...
THE INDEPENDENT VARIABLE
Customer
Segments

Value
Propositions

(Key
Partners)

(Key
Activities)

(Key
Resources)

(Cost S...
CUSTOMER SEGMENTS VS. PERSONAS
Customer
Segments

g

≈

Personas

Copyright 2013 Cowan Publishing
1. List as many personas as you can- min. 3"
2. More time? Describe as much as you can the
items below. (5 min)
MARY THE M...
1. Which are buyers? Users? Both? Note with
a ‘B’ and/or ‘U’ on the Post-It (2 min.)
2. Which have the most compelling nee...
CUSTOMER SEGMENTS + VALUE PROP’S

X
?
!

PROBLEM SCENARIO

ALTERNATIVE(S)

YOUR VALUE
PROPOSITIONS

Copyright 2013 Cowan P...
1. Brainstorm Problem Scenario-AlternativeValue Proposition Trios. (10 min.)

X
?
!

PROBLEM SCENARIO

ALTERNATIVE(S)

YOU...
2. Rank Order Problem Scenario-AlternativeValue Proposition Trios. (3 min.)

X
?
!

PROBLEM SCENARIO

ALTERNATIVE(S)

YOUR...
1. Print out the Canvas "
2. List your prioritized personas (Customer
Segments) and Value Propositions"
3. Map your person...
RELATIONSHIPS & CHANNELS
Partner_1
Partner_2
Partner_3

Activity_1
Activity_2
Activity_3

Proposition_1
Proposition_2
Prop...
A ttention


I nterest


D esire


A
 ction
O
nboarding
R etention

Copyright 2013 Cowan Publishing
AIDA(OR) ON A STORYBOARD

Copyright 2012 Cowan Publishing
1. Using the squares, create an AIDA(OR)
storyboard (15 min)"



Copyright 2013 Cowan Publishing
CUSTOMER RELATIONSHIPS

Customer
Relationships
GETTING STARTED"

1. Bounce off your take on AIDA(OR) "
2. Decouple any con...
1. Describe (generally) your target Customer
Relationship(s). Do they vary by Segment? (3
min)

Copyright 2013 Cowan Publi...
CHANNELS

Channels
GETTING STARTED"

1. Bounce off your take on AIDA(OR) "
2. Variation by segment?"
3. How will you know ...
1. Describe (generally) your target Channels.
Do they vary by Segment? (3 min)

Copyright 2013 Cowan Publishing
REVENUE STREAMS
Don’t overcomplicate it."
"

When a plumber does
something, you pay them."
"

If a sink garbage disposal
l...
SEGMENT TO VALPROP TO REVENUE
Partner_1
Partner_2
Partner_3

Activity_1
Activity_2
Activity_3

Proposition_1
Proposition_2...
1. Map your venture accordingly (7 min)
Partner_1
Partner_2
Partner_3

Activity_1
Activity_2
Activity_3

Proposition_1
Pro...
THE CANVAS: INFRASTRUCTURE
Partner_1
Partner_2
Partner_3

Activity_1
Activity_2
Activity_3

Proposition_1
Proposition_2
Pr...
3 BUSINESS MODEL TYPES
(Key
Partners)

(Key
Activities)

(Value
(Customer
Propositions) Relationships)

1. INFRASTRUCTURE-...
KEY RESOURCES

Key
Resources

GETTING STARTED"

1. Bounce off your business type"
2. What is particular to your business
m...
KEY RESOURCES

Key
Activities

GETTING STARTED"

1. Bounce off your business type"
2. What is particular to your business
...
KEY RESOURCES

Key
Partnerships

GETTING STARTED"

1. Bounce off your business type"
2. What is core to your business mode...
COST STRUCTURE
Minimize: Obviously."
"

Defer: MVP’s; don’t over
invest for the sake of creating
‘output’"
"

Link: To rev...
PROFIT DRIVERS (EXAMPLE)
Tighter Proposition (website, pres., etc.)
Ease of Entry
Revenue
Drivers

Finite Deliverables
Inc...
KEY RESOURCES

Cost
Structure

GETTING STARTED"

1. How do you minimize? Use of partners?
Off the shelf tech/components?"
...
COST STRUCTURE
Partner_1
Partner_2
Partner_3

Activity_1
Activity_2
Activity_3

Proposition_1
Proposition_2
Proposition_3
...
1. Map your venture accordingly (7 min)
Partner_1
Partner_2
Partner_3

Activity_1
Activity_2
Activity_3

Proposition_1
Pro...
bit.ly/nicebmc
www.alexandercowan.com/speaking
www.alexandercowan.com/resources

www.alexandercowan.com/startup-sprints

@...
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Business Model Canvas Workshop at the Startup Leadership Program

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Business Model Canvas Workshop at the Startup Leadership Program

  1. 1. Venture Design Workshop:! Business Model Canvas! Copyright 2013 Cowan Publishing
  2. 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 2013 Cowan Publishing
  3. 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!
 Copyright 2013 Cowan Publishing
  4. 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 2013 Cowan Publishing
  5. 5. CUSTOMER DEVELOPMENT & THE CANVAS MVP Product-Market 
 Fit(?) Scale Organizational and focal point for managing your assumptions- which are open, closed; inter-relationships. " " 
 Copyright 2013 Cowan Publishing
  6. 6. CUSTOMER DEVELOPMENT & THE CANVAS MVP Product-Market 
 Fit(?) Scale Focal point for organizing incremental ‘growth hacking’ experiments. Copyright 2013 Cowan Publishing
  7. 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 2013 Cowan Publishing
  8. 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 2013 Cowan Publishing
  9. 9. VENTURE DESIGN Hypothesize Lean StartupStyle Assumptions User Stories Test Cases Learn Experiment Product & Promotion Business Model Canvas Foundation in Design Thinking Copyright 2013 Cowan Publishing
  10. 10. VENTURE DESIGN STACK Operational Stack Who is the buyer? User? What problem(s) are you solving? Personas
 Problem Scenarios
 
 What’s the business? Positioning Statement,
 Business Model Canvas What has to happen? Lean Startup-Style Assumptions What are we building? Why? User Stories " What economics and requirement for cash? Lean Financial Model What’s the operating environment like? Wireframes/ Prototypes Five Forces Analysis Presentation Stack I need a compact overview I need to communicate [various items in Ops Stack] Pitch Deck 
 (coming soon)
 Corp. Website
 I’m going to a bank, traditional investor Business Plan I need to present financial (tax, financiers). Income Statement, Statement of Cash Flows, Balance Sheet h"p://bit.ly/venstack Copyright 2013 Cowan Publishing
  11. 11. bit.ly/venstack ALEX COWAN" AlexanderCowan.com" @cowanSF Copyright 2013 Cowan Publishing
  12. 12. IT’S A PROCESS Some techniques are more effective than others. But they all require substantial, consistent exertion. Copyright 2013 Cowan Publishing
  13. 13. THE CANVAS: 3 (STANDARD) 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 2013 Cowan Publishing
  14. 14. SEGMENT TO VALPROP MAPPING 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. Copyright 2013 Cowan Publishing
  15. 15. 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 2013 Cowan Publishing
  16. 16. CUSTOMER SEGMENTS VS. PERSONAS Customer Segments g ≈ Personas Copyright 2013 Cowan Publishing
  17. 17. 1. List as many personas as you can- min. 3" 2. More time? Describe as much as you can the items below. (5 min) MARY THE MOM About: Mary the mom. . . [Describe like your friend or the beginning of a short story. What kind of shoes does she wear?]. . . Thinks: . . . Sees: . . . Feels: . . . Does: . . . Copyright 2013 Cowan Publishing
  18. 18. 1. Which are buyers? Users? Both? Note with a ‘B’ and/or ‘U’ on the Post-It (2 min.) 2. Which have the most compelling need, desire? Sort top to bottom (3 min.) Copyright 2013 Cowan Publishing
  19. 19. CUSTOMER SEGMENTS + VALUE PROP’S X ? ! PROBLEM SCENARIO ALTERNATIVE(S) YOUR VALUE PROPOSITIONS Copyright 2013 Cowan Publishing
  20. 20. 1. Brainstorm Problem Scenario-AlternativeValue Proposition Trios. (10 min.) X ? ! PROBLEM SCENARIO ALTERNATIVE(S) YOUR VALUE PROPOSITIONS Copyright 2013 Cowan Publishing
  21. 21. 2. Rank Order Problem Scenario-AlternativeValue Proposition Trios. (3 min.) X ? ! PROBLEM SCENARIO ALTERNATIVE(S) YOUR VALUE PROPOSITIONS Copyright 2013 Cowan Publishing
  22. 22. 1. Print out the Canvas " 2. List your prioritized personas (Customer Segments) and Value Propositions" 3. Map your personas to your Value Propositions " (5 min) 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 Copyright 2013 Cowan Publishing 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.
  23. 23. RELATIONSHIPS & CHANNELS 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 2013 Cowan Publishing
  24. 24. A ttention 
 I nterest 
 D esire 
 A
 ction O
nboarding R etention Copyright 2013 Cowan Publishing
  25. 25. AIDA(OR) ON A STORYBOARD Copyright 2012 Cowan Publishing
  26. 26. 1. Using the squares, create an AIDA(OR) storyboard (15 min)" 
 Copyright 2013 Cowan Publishing
  27. 27. 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? Copyright 2013 Cowan Publishing
  28. 28. 1. Describe (generally) your target Customer Relationship(s). Do they vary by Segment? (3 min) Copyright 2013 Cowan Publishing
  29. 29. 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? Copyright 2013 Cowan Publishing
  30. 30. 1. Describe (generally) your target Channels. Do they vary by Segment? (3 min) Copyright 2013 Cowan Publishing
  31. 31. 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 2013 Cowan Publishing
  32. 32. 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. Copyright 2013 Cowan Publishing
  33. 33. 1. Map your venture accordingly (7 min) 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. Copyright 2013 Cowan Publishing
  34. 34. THE CANVAS: INFRASTRUCTURE 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 2013 Cowan Publishing
  35. 35. 3 BUSINESS MODEL TYPES (Key Partners) (Key Activities) (Value (Customer Propositions) Relationships) 1. INFRASTRUCTURE-DRIVEN (Customer Segments) 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 2013 Cowan Publishing
  36. 36. KEY RESOURCES Key Resources GETTING STARTED" 1. Bounce off your business type" 2. What is particular to your business model?" 3. How will you get it? List Key Resources" (5 min) Copyright 2013 Cowan Publishing
  37. 37. KEY RESOURCES Key Activities GETTING STARTED" 1. Bounce off your business type" 2. What is particular to your business model?" 3. How will you do these things? Will partners be involved? Should they be? List Key Activities" (5 min) Copyright 2013 Cowan Publishing
  38. 38. KEY RESOURCES Key Partnerships GETTING STARTED" 1. Bounce off your business type" 2. What is core to your business model?" 3. Are you comparatively good it at?" 4. Where will partners make the business bigger and more effective? List Key Partnerships" (5 min) Copyright 2013 Cowan Publishing
  39. 39. 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 2013 Cowan Publishing
  40. 40. 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 Copyright 2012 Cowan Publishing
  41. 41. KEY RESOURCES 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?" " Which are fixed vs. variable? How do they related to revenues? List Cost Drivers" (5 min) Copyright 2013 Cowan Publishing
  42. 42. COST STRUCTURE 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. Copyright 2013 Cowan Publishing
  43. 43. 1. Map your venture accordingly (7 min) 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. Copyright 2013 Cowan Publishing
  44. 44. bit.ly/nicebmc www.alexandercowan.com/speaking www.alexandercowan.com/resources www.alexandercowan.com/startup-sprints @cowanSF acowan@alexandercowan.com Copyright 2013 Cowan Publishing

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