The document outlines the business model canvas as a tool for describing how organizations create, deliver, and capture value, detailing key components such as customer segments, value propositions, revenue streams, and partnerships. It emphasizes the importance of design thinking and testing ideas, encouraging flexibility and visual representation during the business modeling process. Additionally, it offers practical examples of how businesses like Daimler and Metro apply these concepts to reach their customers and deliver value.

1. Business Model Generation
Business Model Canvas + Design Thinking

2. The Mindset We Need
Being a Designer

4. What does
my
customer
need?
What
different
options
can I try?
What is the
essence of
these
ideas?
Damn, it
doesn’t
work.
Let’s test
Oh well!
this idea…
Frank
Gehry
Architect
&
Designer

5. Can You Be A Designer?

6. The
Business
Model
Canvas

7. WHAT IS A BUSINESS MODEL

8. “A business model
describes the rationale
of how an organisation
creates, delivers and
captures value.”

9. WHAT IS A CANVAS?

11. THE BUSINESS MODEL
CANVAS

12. Customer
Segments
Key
Resources
Key
Activities
Value
Proposition
Customer
Relationships
Channels
Revenue
Streams
Cost
Structure
Key
Partnerships

13. For whom do we create value?
CUSTOMER SEGMENTS

14. For whom do we
create value?
Daimler
Mass Market

15. For whom do we
create value?
Metro
Advertisers
Commuters

16. What value do we create for our customer segments?
VALUE PROPOSITION

17. What value do we
create?
Daimler
Cars,
trucks, etc
Financial
Services
Mass Market

18. What value do we
create?
Metro
Ad Space Advertisers
in High
Circulation
Free City-Wide
Commuter
Paper
Commuters
Free
Newspaper

19. How do we communicate with and reach our customers?
CHANNELS

20. How do we
Daimler
reach their customers
Cars, trucks, etc
Financial Services
Mass Market
Dealers
Sales
Force

21. How do we
Metro
reach their customers
Ad space in a high circulation newspaper Advertisers
Free city-wide commuter paper Commuters
Ad Sales Force
Public Transport, Train
Stations, Bus Stops

22. What is our relationship with each of our customers?
CUSTOMER RELATIONSHIPS

23. What is our relationship
with our customer
Financial Services
Mass Market
Mostly high-end
brands
Cars, trucks, etc

24. What is our relationship
with our customer
Acquisition
Retention
Free city-wide commuter paper
Advertisers
Commuters
Ad space in a high circulation free paper

25. What value are our customers willing to pay for?
REVENUE STREAMS

26. Revenue Streams
Revenue
Structure
Pricing
Structure

27. What
value
do our
customers
pay
for?
Financial Services
Mass Market
Vehicle Sales
Vehicle
Financing
Cars, trucks, etc

28. What
value
do our
customers
pay
for?
Ad space in high circulation free paper
Free city-wide commuter paper
Advertisers
Commuters
Fees for Ad
Space in
Paper
Free
Newspaper

29. What resources are required to deliver value?
Who helps us to deliver or create value?
activities are required to deliver value?
KEY ACTIVITIES
PARTNERS
RESOURCES

30. How
are we
able to
deliver
value?
Manufacturing
Design
Brands
Financial Services
Car Parts
Manufacturers
Cars, trucks, etc
Vehicle
Plants
Intellectual
Property

31. How
are we
able to
deliver
value?
Brand
Distribution Network
and Logistics
Ad space in high circulation paper
Free city-wide commuter paper
Distribution
Agreements
with Public
Transport
Networks
Write and Produce
a Daily Paper
Distribution

32. What are the key costs to deliver value?
COST STRUCTURES

33. Cost Structures
Cost-
Driven
Value-
Driven

34. What
are our
key
costs to
deliver
value?
Car Part
Manufacturers
Manufacturing
Design
Vehicle Plants
Intellectual Property
Brands
Marketing &
Sales Manufacturing
Research &
Development

35. What
are our
key
costs to
deliver
value?
Distribution
Agreements
with Public
Transport
Networks.
Write and Produce a Daily Paper
Distribution
Distribution Networks and Logistics
Brand
Content,
Design &
Print of a
Daily Paper
Distribution

37. Mass
Market
Dealers
Vehicle Sales
Vehicle
Financing
Cars,
trucks, etc
Financial
Services
Manufacturing
Design
Vehicle
Plants
Brands
Car Part
Manufacturers
Marketing &
Sales
Sales Force
Manufacturing
Mostly High-
End Brands
Intellectual
Property
Research &
Development

38. Advertisers
Commuters
Ad Sales
Force
Fees for Ad
Space in Paper
Free
Newspaper
Ad Space in
High
Circulation
Paper
Free City-
Wide
Commuter
Paper
Write &
Produce a
Daily Paper
Distribution
Network &
Logistics
Brand
Distribution
Agreements
with Public
Transport
Networks
Content,
Design & Print
of a Daily
Paper
Public Transport,
Train & Bus
Stations
Distribution
Acquisition
Retention
Distribution

39. WORKING WITH THE CANVAS
Some Principles

40. Think Business Model,
not product & market

41. Simplicity, not complexity

42. One Idea per Canvas

43. Work Fast and Dirty

44. Use
Post-It’s

45. Use markers, not pens

46. Pictures > Words

47. Collective > Individual

48. What you can do with a Canvas?
Nearly everything!
– Split or merge models
– Split your group
– Add/remove post-its
– Draw and visualize

49. Web
Users
Globally
People
who want
to call
phones
Mass
Customised
Skype.com
Headset
Partnerships
Free
Skypeout
pre-paid or
subscription
Hardware
Sales
Free
internet
and video
calls
Cheap
calls to
phones
(Skypeout)
Software
Development
Software
Developers
Software
Software
Development
Complaint
Management
Telco
Partners
Payment
Providers
Distribution
Partners

50. PRACTICE