This document provides an overview of business planning and modeling tools. It discusses the Business Model Canvas as a tool that describes how a company creates, delivers, and captures value. The Business Model Canvas contains nine blocks that define a business model: Customer Segments, Value Propositions, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partnerships, and Cost Structure. Examples and definitions are provided for each block to illustrate how the Business Model Canvas can be used to visualize and plan a business.

1. Business Planning
ธีราพร ธิรามนต์
สานักงานนวัตกรรมแห่งชาติ (องค์การมหาชน)

2. Business Model
“A business model describes
the rationale of how an
organization creates, delivers,
and captures value”
- A. Osterwalder and Y. Pigneur, 2010
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3. Tools of Strategy and Innovation
Business Model Canvas
SWOT
Porter’s Five Forces
Lean Startup
Value Chain
Customer Development
Strategy Maps
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4. Business Model Canvas
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9. Customer Segments
• To be reached and served
• Different types:
• Mass market
• Niche market
• Segmented
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10. Value Propositions
• Solves customer problem, or
• Satisfies a customer need
• Quantitative
• Price
• Speed of service
• Qualitative
• Design
• Customer experience
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11. Channels
• Communicates with and reaches
the customer segments
• 5 distinct phases
• Awareness
• Evaluation
• Purchase
• Delivery
• After sales
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12. Customer Relationships
• Relationships between
a company and its customers
• Different categories:
• Personal assistance
• Self-service
• Automated services
• Co-creation
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13. Revenue Streams
• The cash a company generates
• Transactions from one-time
customer payments
• Recurring from ongoing payments
• Examples: usage fee, subscription fee,
lending/renting/leasing, licensing
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14. Key Resources
• Required assets
• Types:
• Physical
• Financial
• Intellectual
• Human
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15. Key Activities
• Must do to make the business model work
• Different categories:
• Production
• Problem solving
• Platform/network
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16. Key Partnerships
• Suppliers and partners
• 4 types:
• Strategic alliances between non-
competitors
• Cooperation, strategic partnership
between competitors
• Joint ventures to develop new
business
• Buyer-supplier relationships to assure
reliable supplies
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17. Cost Structure
• All costs incurred to operate a business
• 2 broad classes
• Cost-driven
• Value-driven
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18. suppliers
facilities & supply
personnel
hospitals
reduce
cost
purchase
personnel
developers
manufacturing
sales & marketing
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The Mission Model Canvas

22. theeraporn@nia.or.th
02 017-5555 ext. 564
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