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Dynamic4 & The Big Idea Webinar. Introducing The Business Model Canvas


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I was invited to present a thought leader webinar as part of the The Big Idea competition coordinated by The Big Issue. These are the slides from the 40 minute webinar where I introduce the Business Model Canvas and provide some guidance on how it can be used in a social enterprise context to quickly capture and prototype business model concepts on paper so you can create experiments to test them - and your assumptions!

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Dynamic4 & The Big Idea Webinar. Introducing The Business Model Canvas

  2. 2. A bit about me… I’m a designer, business consultant and startup founder – including two social enterprises. 22 years of business, design, technology and management consulting in Australia, NZ, UK and Europe. 19 years in financial services and over 14 years working on startups and small businesses. My focus is on working with people to create ideas and make them real for positive change. My team and I at Dynamic4 design and build business, brand, product and service ideas. I’m a big fan of social enterprise, collaborative consumption, collective impact and the sharing economy. Today we’re going to have a chat about the Business Model Canvas… INTRO BEN PECOTICH
  3. 3. • “Your business model on one page. Strategic management and entrepreneurial tool. It allows you to describe, design, challenge, invent, and pivot your business model.” • The Business Model Canvas was created by Alex Osterwalder & co and published in the Business Model Generation in the late 2000s. • The Canvas is licenced as Creative Commons Attribution- Share Alike – with credit back to • Because it’s free to share & remix the canvas, there are several other derivatives around – most famously the Lean Canvas by Ash Maurya. BUSINESS MODEL CANVAS. BACKGROUND & CONTEXT
  4. 4. • Simple framework with nine building blocks common to most organisations – including not-for-profits and social enterprises. • Focus on content rather than layout. Provides a shared framework and language. • Quickly capture and prototype business model concepts on paper so you can create experiments to test them – and your assumptions! • The business language of the Business Model Canvas can be off-putting for some social entrepreneurs and people working in not-for-profits. I’ll help frame the social enterprise context as we walk through the canvas. BENEFITS. SOCIAL ENTERPRISE CONTEXT
  6. 6. Key Partnerships Key Activities Key Resources Value Proposition Customer Relationships Customer Segments Channels Cost Structure Revenue Streams
  7. 7. • Who are you creating value for? • Who’s your ideal customer? • Think about groups of people who share a common need – and think, feel and behave in similar ways. • Who’s likely to be an early adopter? • Don’t take “Customers” too literally. You may have members, constituents, citizens, communities. • Who are the beneficiaries, intermediaries and other groups receiving the value you create? CUSTOMER SEGMENTS Customer Segments
  8. 8. • What value are you delivering? • Think about the problem you want to help with and the need you are focusing on. • What is the social value you will deliver? • How will you measure your social impact? VALUE PROPOSITION Value Proposition
  9. 9. • What type of relationship do you have with each of your customer segments? • Think about the experience you want to create. CUSTOMER RELATIONSHIPS Customer Relationships
  10. 10. • How do you deliver value to your customer segments? • Think about the full customer lifecycle: awareness, evaluation, purchase, delivery, after sales. • What is the specific lifecycle of your interaction with your customers? CHANNELS Channels
  11. 11. • How do you make money or receive value in return? • Think about what customers are willing to pay for. • What is value exchange can you create? Think beyond financial payments. • How will you create a sustainable business model you can afford to continue running? REVENUE STREAMS Revenue Streams
  12. 12. • What do you need to do to create and deliver value? • Think about what you need to do to deliver the lifecycle you identified in Channels and the experience you identified in Customer Relationships. KEY ACTIVITIES Key Activities
  13. 13. • What do you need to create and deliver value? • Think about the people you need to help you. What physical, intellectual and financial resources do you need? • What resources can you access and share rather than buying? • Remember advice, mentoring and introductions are a very valuable resource. KEY RESOURCES Key Resources
  14. 14. • Who can you work with to create and deliver value? • Think about key suppliers and partners you may be able to work with to get access to Key Resources and can help perform your Key Activities. KEY PARTNERSHIPS Key Partnerships
  15. 15. • What costs are incurred to create and deliver value? • Think about the cost of your Key Activities and Key Resources. Are there any costs associated with your Key Partnerships? • Think beyond financial costs. In a social enterprise context it’s especially important to factor in time and emotional costs. COST STRUCTURE Cost Structure
  16. 16. Key Partnerships Key Activities Key Resources Value Proposition Customer Relationships Customer Segments Channels Cost Structure Revenue Streams
  17. 17. • Start by rapidly creating some rough Business Model Canvases for your concept. You should be able to do a rough canvas in less than 20 minutes. • Identify your key and riskiest assumptions. “Get out of the building” and start testing your assumptions. The Experiment Board is a great tool for this. • Increase your empathy and understanding of your customers and the problem you’re focusing on by talking to them directly. A lot. • Iterate and refine your canvas as you learn from your experiments. • Identify possible unintended consequences. Manage the risks of negatives impacts. • Have fun with the Business Model Canvas! WHAT NEXT?
  18. 18. • The Business Model Canvas ( is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. Free to share and adapt. From the great book Business Model Generation – written by Alex Osterwalder & Yves Pigneur. • A series of posts with examples of Business Model Canvases of familiar businesses: • People to follow and read: Alex Osterwalder, Ash Maurya, Steve Blank & Eric Ries. • I will be publishing more posts and resources: • Dynamic4 Good ( is our grant program for community projects, not-for-profit organisations and social enterprises focused on creating sustainable positive change. • Value Machine ( We help early stage social entrepreneurs identify and articulate their value proposition through human-centred design and lean startup principles. RESOURCES
  19. 19. Founder & Managing Director, Dynamic4 @benpecotich BEN PECOTICH