In this presentation we talk about how the design of a business actually looks like and how we can propagate value.

1. GOOD MORNING
Welcome to Design Donut #02

2. IMPORTANT
1. Please put your cell phones on silent mode.
2. This is a 20 min presentation. I would request everyone to
make a note of any questions or doubt’s you have and I will try
to answer them at the end of the presentation.

3. 3
USER EXPERIENCE - The process of enhancing user satisfaction
by improving the usability, accessibility, and pleasure provided
in the interaction between the user and the product.
VALUE - The regard that something is held to deserve; the
importance, worth, or usefulness of something.

4. BUSINESS
The design of
by Sourav Mondal
and how to propagate value

5. 5
BUSINESS MODEL- A business model describes the rationale of
how an organisation creates, delivers & captures value.
THE CANVAS - The business model canvas consists of 9
building blocks : Customer Segments, Value Propositions,
Channels, Customer Relationships, Revenue Streams, Key
Resources, Key Activities, Key Partnerships & Cost Structure.

7. 01. CUSTOMER SEGMENTS
The customer segment block defines the different groups of
people or organisations an enterprise aims to reach & serve.
1. For whom are we creating value?
2. Who are our most important customers?

8. CUSTOMER SEGMENTS
Mass Market - The focus is on one large group of customers
with similar needs & problems. Ex: The consumer electronics
sector.
Niche Market - Caters to specific, specialised customer
segments.
Diversified - Serves 2 or more unrelated customer segments
with different needs & problems. Ex: amazon.com (Cloud
computing services, 2006).
Multi-sided platforms - Ex: Udemy, Coursera, Fiver etc …

9. 02. VALUE PROPOSITIONS
This block describes the bundle of products & services that
create value for a specific customer segment.
1. What value do we deliver to the customer?
2. Which one of our customer’s problems are we solving?
3. Which customer needs are we satisfying?
4. What bundles of products & services are we offering to each
customer segment?

10. VALUE PROPOSITIONS
Newness, Performance, Customisation, Getting the job done,
Design, Brand/Status, Price, Cost reduction, Risk reduction,
Accessibility etc …

11. 03. CHANNELS
This block describes how a company communicates with and
reaches its customer segment to deliver a Value Proposition.
1. Through which channel do our customer segments want to
be reached?
2. How are we reaching them now?
3. How are our channels integrated?
4. Which ones work best & are more cost efficient?
5. How are we integrating them with customer routines?

12. CHANNEL PHASES
1. Awareness - How do we raise awareness about our
company’s products & services
2. Evaluation - How do we help customers evaluate our org’s
value proposition?
3. Purchase - How do we allow customers to purchase specific
products & services?
4. Delivery - How do we deliver value proposition and
services?
5. After sales - How do we provide post-purchase customer
support?

13. 04. CUSTOMER RELATIONSHIPS
This block describes the types of relationships a company
establishes with specific customer segments.
1. What types of relationships does each of our customer
segments expect us to establish and maintain with them?
2. Which ones have we established?
3. How costly are they?
4. How are they integrated with rest of the business model?

14. CUSTOMER RELATIONSHIPS
Personal assistance, Dedicated personal assistance, Self-service,
Automated services, Communities & Co-creation

15. 05. REVENUE STREAMS
This block represents the cash a company generates from each
customer segment (Note - Cost must be subtracted from
revenue to create earnings)
1. For what value are our customers really willing to pay?
2. For what do they currently pay?
3. How are they currently paying?
4. How would they prefer to pay?
5. How much does each revenue stream contribute to overall
revenues?

16. REVENUE STREAMS
Asset sale, Usage fee, Subscription fee, Lending/Renting/
Leasing, Licensing, Brokerage fee & Advertising.

17. THE LEFT CANVAS
06. Key Resources - The most important assets required to
make the business model work.
07. Key Activities - The most important things a company must
do to make its business model work
08. Key Partnerships - The network of supplies & partners that
make the business model work

18. Production is on the left, customer is on the right, product meets
in the middle. Costs are mostly associated with production, so
those go under production. Revenue comes from the customer
so that’s under the customer.

19. THE FLAW
in the business model canvas
The Business Model Canvas is organised chronologically
because it’s made by business people, for business people, and
it’s based on a supply chain.

20. It is neither right nor wrong. It’s a paradigm through which you
can view your business model.
There are many such paradigms available for your to choose.
Ash Maurya has his own “lean” canvas, there’s the Balanced
Scorecard approach, Getting to Plan B dashboards, etc.

21. A SIMPLE FIX

22. Now I have plenty of space
and a visual queue making
my eyes go back to the left
towards the Value Proposition
and the Customer. But
there’s a little more to be
done.

23. 09. THE CASH FLOW
Costs and Revenues should be directly and visually associated
with the aspects of the Business Model that create them.

24. THE BMC FOR UX
Without the “Build”, “Measure”, “Learn” loop.

27. ACTIVITY
What did we learn?