Seminar 4 - From Business Idea to Business Model OK, so you have a great business idea but is it a viable business? It's one thing having a good business idea but to build a successful business you need to develop a strong business model. This interactive, hands-on, session will introduce participants to business model basics and look at the Business Model Canvas approach as an entrepreneurial tool for bridging the gap between business idea and business reality. Speaker: Ben Mumby-Croft, Enterprise Education Manager, City University London Ben is an experienced enterprise educator with a passion for helping young (and not so young) entrepreneurs turn great ideas into successful start-ups. Ben is currently responsible for Enterprise Education at City University London where he leads CityStarters, a University-wide initiative to provide extra-curricular enterprise and entrepreneurship education to all students. In addition to this, Ben is also the creator of Visual Marketing Plans – a business canvas style approach to marketing planning – and a seasoned marketer with 12 years’ experience helping entrepreneurs and high growth businesses to achieve their business goals through effective marketing strategy, branding and other intelligent sounding stuff like that.

1. Building a business
model

2. Today’s session
1. To introduce you to the business model canvas
2. Understand its key components
3. Why it’s useful for start-ups
4. and get you to learn by doing

3. I know what you’re
thinking… who is this
guy?
(and why should I listen to him)

4. Enterprise
Educator
Marketer

6. business plans
vs startups

8. The purpose of planning is to
move you from thinking to
doing…

9. 1. Thinking 2. Searching 3. Doing

10. As quickly as
possible!

14. A startup is NOT a small
version of a big company
waiting to grow up!

15. Steve blank

17. A startup is very often a
business idea in search of a
business model

18. Established companies
Execute plans against an established
business model
Startups
Need to search for a scalable &
profitable business model

24. BUT that doesn’t mean that
planning doesn’t have an
important role

26. You just need to find a healthy
balance

27. Vs

28. Alexander
osterwalder

30. A business model how an
organisation creates, delivers
and captures value

31. Key idea
any business model can be
broken into 9 key components

32. 4.
2. 1.
3.
5.
7.
6.
8.
9.

34. LEFT CANVAS
efficiency
RIGHT CANVAS
value

35. LEFT BRAIN
Logic
RIGHT BRAIN
Emotion

36. 1. Thinking 2. Searching 3. Doing

37. 1. Thinking 2. Searching 3. Doing

38. 1. Thinking 2. Searching 3. Doing

39. 9 key sections

40. 1. Customer Segments
For example:
• Mass market
• Niche market
• Segmented
• Diversified
• Multi-sided

41. 2. Value propositions
Can be:
• Quantitative
(e.g. price, speed of service etc.)
• Qualitative
(e.g. design, customer service etc.)

42. In a world where
everyone is after your
business you must supply
your customers with a
compelling reason to buy
you instead of your
competitor.
Jack Trout

44. For example:
• Direct
- Own store
- Website
• Indirect
- Partner stores
- Wholesalers
3. channels

45. 4. Customer relationships
For example:
• Personal
• Dedicated
• Self-service
• Communities
• Co-creation

46. 5. Revenue streams
For example:
• Asset sale
• Usage fee
• Subscription
• Leasing
• Licensing
• Advertising

47. 6. Key resources
For example:
• Physical
• Intellectual
• Human
• Financial

48. 7. Key activities
For example:
• Production
• Problem solving
• Platform/Network

49. For example:
• Strategic alliance
• Coopetition
• Joint venture
• Buyer-supplier
relationships
8. Key partners

50. 9. Cost structure
For example:
• Cost driven
• Value driven
• Fixed costs
• Variable costs
• Economies of scale
• Economies of scope

51. Visual Thinking

56. Key benefits
1. Fast and easy to complete
2. Encourages iteration and prototyping
3. Utilises visual thinking
4. Easy to share
5. Enables everyone to see ‘the big picture’
6. Provides structure but light touch

57. YOUR TURN!

59. exercise
10-minutes – working individually or in teams
Option A – create a business model canvas for your own
business idea or start-up
Option B – reverse engineer a business model canvas for
one of the companies on the next slide

60. 4.
2. 1.
3.
5.
7.
6.
8.
9.

62. Find out more
Visit the website Buy the book Download the app
www.businessmodelgeneration.com

63. And Finally…

64. NEEDS YOU!

65. Join us!!!