(Key
Partners)

(Key
Activities)

(Key
Resources)

(Cost Structure)

(Value
(Customer
Propositions) Relationships)

(Custo...
(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

Focal point for managing your assumptions- which ar...
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...
IT’S A PROCESS

Some techniques are more effective than others.
But they all require substantial, consistent exertion.

Co...
VENTURE DESIGN

Foundation in
Design Thinking

Copyright 2014 Cowan Publishing
VENTURE DESIGN

Hypothesize

Learn

Lean StartupStyle Assumptions

Experiment

Foundation in
Design Thinking

Copyright 20...
VENTURE DESIGN

Hypothesize

Lean StartupStyle Assumptions
Business Model
Canvas

Learn

Experiment

Foundation in
Design ...
VENTURE DESIGN

Hypothesize

Lean StartupStyle Assumptions
Business Model
Canvas

Learn

Experiment

User Stories &
Test C...
VENTURE DESIGN

Hypothesize

Lean StartupStyle Assumptions
Business Model
Canvas

Learn

Experiment

User Stories &
Test C...
VENTURE DESIGN

Hypothesize

Lean StartupStyle Assumptions
Business Model
Canvas

Learn

Experiment

User Stories &
Test C...
THE CANVAS: 3 PARTS
Partner_1
Partner_2
Partner_3

Activity_1
Activity_2
Activity_3

Proposition_1
Proposition_2
Propositi...
SEGMENT TO VALUE PROPOSITION MAPPING
Proposition_1
Proposition_2
Proposition_3

The templates here are made available on t...
THE INDEPENDENT VARIABLE
Customer
Segments

Value
Propositions

(Key
Partners)

(Key
Activities)

(Key
Resources)

(Cost S...
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
Pro...
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...
DESIGN THINKING- APPLICATIONS
Check & Repair

1

UV Validation

2

Relevant Placement

3

A Better Mouse Trap

4

Powered ...
DESIGN THINKING- PERSONAS

Personas

Problem Scenarios
Alternatives
Your Value Propositions

Foundation in
Design Thinking...
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.c...
YOUR PRODUCT HYPOTHESIS
A certain PERSONA exists…
… and they have a certain
PROBLEMS(S) …

X

… where they’re currently us...
ENABLE QUIZ: PROBLEM SCENARIOS
PERSONA

Helen the HR Manager

Frank the Functional Manager

“It’s hard for me to screen on...
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...
EXERCISE- PERSONA CREATION
1. Which are buyers? Users? Both? Note with a ‘B’ and/or ‘U’ on
the Post-It
2. Which have the m...
EXERCISE- VALUE PROPOSITIONS

X

1. Brainstorm Problem
Scenario-Alternative-Value
PROBLEM SCENARIO Proposition Trios. 

(7...
EXERCISE- MAPPING PERSONAS, VALUE PROP’S
1. Print out the Canvas !
2. List your prioritized personas
(Customer Segments) a...
EXERCISE: PEER PRESENTATIONS (2 MIN/EACH)

As
Presenter

PERSONAS & VALUE PROPOSITIONS!
1) Who is/are the top persona(s)?"...
REALLY GETTING CUSTOMER SEGMENTS
(Key
Partners)

(Key
Activities)

(Key
Resources)

(Cost Structure)

(Value
(Customer
Pro...
Attention


I nterest


D esire


A
 ction
O
nboarding
R etention

How do they first
find out that you,
your proposition
exi...
Attention


I nterest


D esire


A
 ction
O
nboarding
R etention

What is it that
engages them with
your proposition?
How...
Attention


I nterest


D esire


A
 ction
O
nboarding
R etention

Are you connecting
with an important
problem scenario?
...
Attention


I nterest


D esire


A
 ction
O
nboarding
R etention

What is absolute
minimum set of
actions required by
the...
Attention


I nterest


D esire


A
 ction
O
nboarding
R etention

How do they
become a regular,
habitual user? How
will y...
Attention


I nterest


D esire


A
 ction
O
nboarding
R etention

How do you
deepen their
involvement?
Investment? How
do...
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 ...
EXERCISE- CUSTOMER RELATIONSHIPS

Customer
Relationships

GETTING STARTED!

1. Bounce off your take on AIDA(OR) "
2. Decou...
EXERCISE- CHANNELS

Channels

GETTING STARTED!

1. Bounce off your take on AIDA(OR) "
2. Variation by segment?"
3. How wil...
EXERCISE: PEER PRESENTATIONS (2 MIN/EACH)

As
Presenter

RELATIONSHIPS & CHANNELS!
1) What’s the AIDAOR journey?"
2) How d...
REVENUE STREAMS
Don’t overcomplicate it.!
"

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

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

Activity_1
Activity_2
Activity_3

Proposition_1
Pro...
THE CANVAS: 3 PARTS
Partner_1
Partner_2
Partner_3

Activity_1
Activity_2
Activity_3

Proposition_1
Proposition_2
Propositi...
THE CANVAS: 3 PARTS
Partner_1
Partner_2
Partner_3

Activity_1
Activity_2
Activity_3

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

(Key
Activities)

(Value
(Customer
Propositions) Relationships)

(Customer
Segments...
EXERCISE- KEY RESOURCES

Key
Resources

GETTING STARTED!

1. Bounce off your business type"
2. What is particular, strateg...
EXERCISE- KEY ACTIVITIES

Key
Activities

GETTING STARTED!

1. Bounce off your business type"
2. What is particular, strat...
EXERCISE- KEY PARTNERSHIPS

Key
Partnerships

GETTING STARTED!

1. Bounce off your business type"
2. What is particular, s...
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
Incr...
COST STRUCTURE

Cost
Structure

GETTING STARTED!

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

Activity_1
Activity_2
Activity_3

Proposition_1
Proposi...
EXERCISE: PEER PRESENTATIONS (2 MIN/EACH)

As
Presenter

RELATIONSHIPS & CHANNELS!
1) What’s your business type
(infrastru...
VENTURE DESIGN

Hypothesize

Lean StartupStyle Assumptions
Business Model
Canvas

Learn

Experiment

User Stories &
Test C...
www.alexandercowan.com/sarta-business-model-canvas

www.alexandercowan.com/venture-design

www.alexandercowan.com/startup-...
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SARTA: Business Model Canvas Workshop

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Transcript of "SARTA: Business Model Canvas Workshop"

  1. 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. 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. 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. 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. 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. 6. CUSTOMER DEVELOPMENT & THE CANVAS MVP Product-Market 
 Fit(?) Scale Focal point for organizing incremental ‘growth hacking’ experiments. Copyright 2014 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 2014 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 2014 Cowan Publishing
  9. 9. IT’S A PROCESS Some techniques are more effective than others. But they all require substantial, consistent exertion. Copyright 2014 Cowan Publishing
  10. 10. VENTURE DESIGN Foundation in Design Thinking Copyright 2014 Cowan Publishing
  11. 11. VENTURE DESIGN Hypothesize Learn Lean StartupStyle Assumptions Experiment Foundation in Design Thinking Copyright 2014 Cowan Publishing
  12. 12. VENTURE DESIGN Hypothesize Lean StartupStyle Assumptions Business Model Canvas Learn Experiment Foundation in Design Thinking Copyright 2014 Cowan Publishing
  13. 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. 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. 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. 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. 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. 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. 19. CUSTOMER SEGMENTS VS. PERSONAS Customer Segments g ≈ Personas Copyright 2014 Cowan Publishing
  20. 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
  21. 21. DESIGN THINKING Empathy Creativity Copyright 2014 Cowan Publishing
  22. 22. DESIGN THINKING- APPLICATIONS ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  23. 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. 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. 25. DESIGN THINKING- PERSONAS Personas Problem Scenarios Alternatives Your Value Propositions Foundation in Design Thinking Copyright 2014 Cowan Publishing
  26. 26. DESIGN THINKING- PERSONAS ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  27. 27. DESIGN THINKING- PERSONAS ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  28. 28. DESIGN THINKING- PERSONAS PROBLEM SCENARIO X ALTERNATIVE(S) ? YOUR VALUE PROPOSITIONS ! ALEX COWAN! AlexanderCowan.com" @cowanSF Copyright 2014 Cowan Publishing
  29. 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. 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. 31. STORYBOARDING A PROBLEM SCENARIO BEFORE AFTER Copyright 2014 Cowan Publishing
  32. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  44. 44. STORYBOARDING AIDA(OR) Copyright 2014 Cowan Publishing
  45. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  63. 63. 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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