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business model
prototyping
& moats
http://startupmba.foundercentric.com
hello@foundercentric.com
foundercentric.com
@foundercentric
!
Mailing list: http://bit.ly/fc-list
Part I
Prototyping,
communication
and exploration
Alex Osterwalder’s
Business Model Canvas
Value propositions
aren’t just lists of
features.
!
It’s how you create
joy or relieve pain.
You sell your value proposition...
Very specific
customer
segments are
easier to think
about.
!
It’s better to have
multiple specific
segments than a
single generic one.
To a customers segment
Who you reach through some
channel
Channel has 2
parts: how they
hear about it and
how they actually
buy it
How do you stop
them from
forgetting about
you next time?
!
How do you
increase lock-in
and retention?
You have an ongoing relationship
to create retention and lock-in
The right side of
the canvas is
customer-facing.
!
It’s about reaching
& keeping the
customer and
generating
revenue.
That’s how you make money.
Innovation on the
left half of the
canvas is about
managing costs
The left side is how you create
the value proposition.That costs
you money.
What is the activity
so strategically
core to your
business that you
would never
outsource it?
To create the value proposition,
you do certain Key Activities
Key Resources are
things competitors
would have to
replicate in order
to compete.
!
It could be your
tech, your patents,
or even your user-
base.
Using your Key Resources
Your company has
certain core
competencies
used to create &
deliver the value
proposition.
!
Everything else can
potentially come
from a partner.
Anything you don’t do or have
yourself, you get from a partner.
There are lots of
ways to use the
canvas
Startup MBA 2.1 - Business models - prototyping and moat design
Startup MBA 2.1 - Business models - prototyping and moat design
Startup MBA 2.1 - Business models - prototyping and moat design
Los Angeles Times Magazine, 1992
Question
What is ebay’s
business model for
collectors?
Sell
anything
Sell
anything
Indie
merchants
Sell
anything
Collectors
Indie
merchants
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
% commission
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
% commission
Ads
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
% commission
Ads
SEO
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
% commission
Ads
SEO
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
% commission
Ads
SEO
The most
buyers
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
% commission
Ads
SEO
The most
buyers
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
% commission
Ads
SEO
The most
buyers
The most
sellers
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
% commission
Ads
SEO
The most
buyers
The most
sellers
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
% commission
Ads
SEO
The most
buyers
The most
sellers
The most
products
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
% commission
Ads
SEO
The most
buyers
The most
sellers
The most
products
Acquire
users
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
% commission
Ads
SEO
The most
buyers
The most
sellers
The most
products
Acquire
users
Acquire
users
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
% commission
Ads
SEO
The most
buyers
The most
sellers
The most
products
Acquire
users
Acquire
users
Ads
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
% commission
Ads
SEO
The most
buyers
The most
sellers
The most
products
Acquire
users
Acquire
users
Ads
Ratings
What makes ebay’s model so strong?
The Key Resources are
difficult to reproduce
since they depend on
being the biggest
Question
Why has ebay been so
resistant to competitors?
What makes its model so
strong?
Sell
anything
CollectorsBuy hard-
to-find
products
Indie
merchants
% commission
Ads
SEO
The most
buyers
The most
sellers
The most
products
Acquire
users
Acquire
users
Ads
Ratings
Ebay’s network effect
Ebay’s Key Resources are all
a result of being the biggest,
so they always have an edge
over any new competitor
Does this capture every
detail of ebay’s business?
What about Paypal?
Power sellers?
Buy-it-now?
Business models are sketches
Sketches aren’t meant to be
perfect. They’re a disposable
tool for understanding and
communication.
Question
Why do Chrome
and Android matter
so much to Google?
Searchers
Find
anything
Searchers
Find
anything
Searchers
?
Find
anything
Searchers
.000X / search
So who is paying?
Find
anything
Searchers
.000X / search
Find
anything
Searchers
.000X / search
Advertisers
Find
anything
Searchers
.000X / search $ / click
Advertisers
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Measurable
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Measurable
Any budget
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Measurable
Any budget
Big audience
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
Those are the basics.
But how do they get
and keep users?
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Word of
mouth?
Big audience
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Word of
mouth?
Brand?
Big audience
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Word of
mouth?
Brand?
Twitter?
Big audience
Seems weak.
When the answer
seems suspicious,
keep looking.
When you searched
for something today,
why did you use
Google?
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Word of
mouth?
Brand?
Twitter?
Big audience
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Word of
mouth?
Brand?
Twitter?
Big audience
Greatproduct?
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Word of
mouth?
Brand?
Twitter?
Big audience
Greatproduct?
No other
options?
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Word of
mouth?
Brand?
Twitter?
Big audience
Greatproduct?
No other
options?
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Word of
mouth?
Brand?
Twitter?
Big audience
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Word of
mouth?
Brand?
Twitter?
Big audience
It’s the
default
The default?
Where?
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Word of
mouth?
Brand?
Twitter?
Big audience
It’s the
default
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Word of
mouth?
Brand?
Twitter?
Big audience
It’s the
default
Mozilla’s
Firefox
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Word of
mouth?
Brand?
Twitter?
Big audience
It’s the
default
Mozilla’s
Firefox
Apple’s
Safari
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Word of
mouth?
Brand?
Twitter?
Big audience
It’s the
default
Mozilla’s
Firefox
Apple’s
Safari
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
It’s the
default
Mozilla’s
Firefox
Apple’s
Safari
Browser
partnerships
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
It’s the
default
Mozilla’s
Firefox
Apple’s
Safari
Browser
partnerships
$X00 M / year
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
It’s the
default
Mozilla’s
Firefox
Apple’s
Safari
Browser
partnerships
$X00 M
/ year
Question
Why do Chrome
and Android matter
so much to Google?
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
It’s the
default
Mozilla’s
Firefox
Apple’s
Safari
Browser
partnerships
$X00 M
/ year
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
It’s the
default
Mozilla’s
Firefox
Apple’s
Safari
Browser
partnerships
$X00 M
/ year
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
It’s the
default
Mozilla’s
Firefox
Apple’s
Safari
Browser
partnerships
$X00 M
/ year
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
It’s the
default
$X00 M
/ year
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
It’s the
default
$X00 M
/ year
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
It’s the
default
$X00 M
/ year
Build a
browser
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
It’s the
default
$X00 M
/ year
Build a
browser
35%
browser
share
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
It’s the
default
$X00 M
/ year
Build a
browser
35%
browser
share
Our own
browser
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
It’s the
default
$X00 M
/ year
Build a
browser
35%
browser
share
Our own
browser
Phone
default
search
Find
anything
Searchers
Advertisers
.000X / search $ / click
Cost-
effective
advertising
Big audience
It’s the
default
$X00 M
/ year
Build a
browser
35%
browser
share
Our own
browser
Phone
default
search
iOS
etc...
The business model holds the answer
If Google didn’t win with
Chrome and Android, they would
be forced to spend a fortune on
partnerships (and might even lose
their whole business)
In review:
You sell your value proposition...
To a customers segment
Who you reach through some
channel
You have an ongoing relationship
to create retention and lock-in
That’s how you make money.
The left side is how you create
the value proposition.That costs
you money.
To create the value proposition,
you do certain Key Activities
Using your Key Resources
Anything you don’t do or have
yourself, you get from a partner.
Final business model tips
• Separate colors for each customer
segment











Final business model tips
• Separate colors for each customer
segment
• Use as few sticky notes as possible







Final business model tips
• Separate colors for each customer
segment
• Use as few sticky notes as possible
• Focus on quick communication,
not perfect representation



Final business model tips
• Separate colors for each
customer segment
• Use as few sticky notes as
possible
• Focus on quick communication,
not perfect representation
• Explore lots of possibilities
Questions?
Zappos
Question
How did Zappos
survive against
Amazon and others?
Huge shoe
selection U.S. shoe
buyers
Display
ads
$ / pair
Returns
Fast &
cheap
Logistics &
fulfillment
Marketing
MarketingWare-
houses
Support
staff
Inventory
Re-target
WH staff
Huge shoe
selection U.S. shoe
buyers
Display
ads
$ / pair
Returns
Fast &
cheap
Logistics &
fulfillment
Marketing
MarketingWare-
houses
Support
staff
Inventory
Re-target
WH staff
Huge shoe
selection U.S. shoe
buyers
Display
ads
$ / pair
Returns
Fast &
cheap
Logistics &
fulfillment
Marketing
MarketingWare-
houses
Support
staff
Inventory
Re-target
WH staff
Huge shoe
selection U.S. shoe
buyers
Display
ads
$ / pair
Returns
Fast &
cheap
Logistics &
fulfillment
Marketing
MarketingWare-
houses
Support
staff
Inventory
Re-target
WH staff
Huge shoe
selection U.S. shoe
buyers
Display
ads
$ / pair
Returns
Fast &
cheap
Shoe-
focused
logistics &
fulfillment
Marketing
MarketingWare-
houses
Support
staff
Inventory
Re-target
WH staff
Huge shoe
selection U.S. shoe
buyers
Display
ads
$ / pair
Returns
Fast &
cheap
Shoe-
focused
logistics &
fulfillment
Marketing
MarketingWare-
houses
Support
staff
Inventory
Re-target
WH staff
Huge shoe
selection U.S. shoe
buyers
Display
ads
$ / pair
Returns
Fast &
cheap
Shoe-
focused
logistics &
fulfillment
Marketing
Marketing
WH staff
Support
staff
Inventory
Re-target
Ware-
houses
Huge shoe
selection U.S. shoe
buyers
Display
ads
$ / pair
Returns
Fast &
cheap
Shoe-
focused
logistics &
fulfillment
Marketing
Marketing
Support
staff
Inventory
Re-target
Ware-
houses
Huge shoe
selection U.S. shoe
buyers
Display
ads
“Try it on
at home”
returns
$ / pair
Returns
Fast &
cheap
Shoe-
focused
logistics &
fulfillment
Marketing
Marketing
Support
staff
Inventory
Re-target
Ware-
houses
Huge shoe
selection U.S. shoe
buyers
Display
ads
“Try it on
at home”
returns
$ / pair
Returns
Fast &
cheap
Shoe-
focused
logistics &
fulfillment
Marketing
Marketing
Support
staff
Inventory
Re-target
Ware-
houses
Huge shoe
selection U.S. shoe
buyers
Display
ads
Ridiculous
customer
service
“Try it on
at home”
returns
$ / pair
Returns
Fast &
cheap
Shoe-
focused
logistics &
fulfillment
Marketing
Marketing
Support
staff
Inventory
Re-target
Ware-
houses
Huge shoe
selection U.S. shoe
buyers
Display
ads
Ridiculous
customer
service
“Try it on
at home”
returns
$ / pair
Returns
Fast &
cheap
Shoe-
focused
logistics &
fulfillment
Marketing
Marketing
Support
staff
Inventory
Re-target
Ware-
houses
Huge shoe
selection U.S. shoe
buyers
Display
ads
Ridiculous
customer
service
“Try it on
at home”
returns
$ / pair
Returns
Fast &
cheap
Shoe-
focused
logistics &
fulfillment
Marketing
Marketing
Support
staff
Inventory
Re-target
Ware-
houses
Love

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