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Business Model & Canvas (v. 2017 eng)

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What is a business model? Business model canvas + examples

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Business Model & Canvas (v. 2017 eng)

  1. 1. Business model & canvas Frieda Brioschi / Emma Tracanella frieda.brioschi@gmail.com / emma.tracanella@gmail.com IED, 6 Mar 2017 Lesson 2/2017
  2. 2. 2. Business Model & Canvas Course program 1. Start-ups 2. Business Model & Canvas 2
  3. 3. 2. Business Model & Canvas Business Model 3
  4. 4. 2. Business Model & Canvas2. Business Model & Canvas Business Model /1 A business model describes the rationale of how an organization creates, delivers, and captures value (economic, social, cultural, or other forms of value). The process of business model construction is part of business strategy. 4
  5. 5. 2. Business Model & Canvas2. Business Model & Canvas Business Model /2 It's a way to represent core aspects of a business, including purpose, offerings, strategies, infrastructure, organizational structures, trading practices, and operational processes and policies. 5
  6. 6. 2. Business Model & Canvas2. Business Model & Canvas Business Model /3 The essence of a business model is that it defines the manner by which the business enterprise delivers value to customers, entices customers to pay for value, and converts those payments to profit: it thus reflects management’s hypothesis about what customers want, how they want it, and how an enterprise can organize to best meet those needs, get paid for doing so, and make a profit. 6
  7. 7. 2. Business Model & Canvas Business model canvas 7
  8. 8. 2. Business Model & Canvas Business model canvas 1 – Value proposition 8 1
  9. 9. 2. Business Model & Canvas 1 – Value proposition The collection of products and services a business offers to meet the needs of its customers. It's what distinguishes itself from its competitors. It provides value through various elements: • newness, • performance, • customization, • "getting the job done", • design, 9 http://en.wikipedia.org/wiki/Business_Model_Canvas • brand/status, • price, • cost /risk reduction, • ecc.
  10. 10. 2. Business Model & Canvas Build the Value Proposition • Market: for which market is the value proposition being created? • Value/customer experience: what does the market value most? The effectiveness of the value proposition depends on gathering real customer, prospect or employee feedback. • Offering: which products or services are being offered? • Benefits: what are the benefits the market will derive from the product • Alternative e differentiation: which alternative options does the market have to the product or service? • Proof: what evidence is there to substantiate your value proposition? 10 http://en.wikipedia.org/wiki/Value_proposition
  11. 11. 2. Business Model & Canvas Business model canvas 2 – Customer segments 11 2
  12. 12. 2. Business Model & Canvas 2 – Customer segments A company must identify which customers it tries to serve. Various set of customers can be segmented based on the different needs and attributes to ensure appropriate implementation of corporate strategy meets the characteristics of selected group of clients. The different types of customer segments include: • Mass Market • Niche Market • Segmented • Diversify (multiple customer segments with different needs and characteristics) 12 http://en.wikipedia.org/wiki/Business_Model_Canvas
  13. 13. 2. Business Model & Canvas Business model canvas 3 - Channels 13 3
  14. 14. 2. Business Model & Canvas 3 - Channels A company can deliver its value proposition to its targeted customers through different channels. Effective channels will distribute a company’s value proposition in ways that are fast, efficient and cost effective. 14 http://en.wikipedia.org/wiki/Business_Model_Canvas
  15. 15. 2. Business Model & Canvas Business model canvas 4 – Customer relationship 15 4
  16. 16. 2. Business Model & Canvas 4 – Customer relationship To ensure the survival and success of any businesses, companies must identify the type of relationship they want to create with their customer segments. • Personal Assistance • Dedicated Personal Assistance • Self Service
 Automated Services • Communities • Co-creation 16 http://en.wikipedia.org/wiki/Business_Model_Canvas
  17. 17. 2. Business Model & Canvas Business model canvas 5 – Key partner 17 5
  18. 18. 2. Business Model & Canvas 5 – Key partner In order to optimize operations and reduce risks of a business model, organization usually cultivate buyer- supplier relationships so they can focus on their core activity. Complementary business alliances also can be considered through joint ventures, strategic alliances between competitors or non-competitors. 18 http://en.wikipedia.org/wiki/Business_Model_Canvas
  19. 19. 2. Business Model & Canvas Business model canvas 6 – Key activities 19 6
  20. 20. 2. Business Model & Canvas 6 – Key activities The most important activities in executing a company's value proposition. 20 http://en.wikipedia.org/wiki/Business_Model_Canvas
  21. 21. 2. Business Model & Canvas Business model canvas 7 – Key resources 21 7
  22. 22. 2. Business Model & Canvas 7 – Key resources Are the assets required to offer and deliver value proposition to the customer. • Physical • Intellectual • Human • Financial 22 http://en.wikipedia.org/wiki/Key_resources_(business_model)
  23. 23. 2. Business Model & Canvas Business model canvas 8 – Cost structure 23 8
  24. 24. 2. Business Model & Canvas 8 – Cost structure This describes the most important monetary consequences while operating under different business models. • Fixed Costs • Variable Costs • Economies of Scale • Economies of Scope 24 http://en.wikipedia.org/wiki/Business_Model_Canvas
  25. 25. 2. Business Model & Canvas Business model canvas 9 – Revenue streams 25 9
  26. 26. 2. Business Model & Canvas 9 – Revenue streams The way a company makes income from each customer segment. • Asset Sale • Usage Fee • Subscription Fees • Lending/Leasing/Renting • Licensing • Advertising 26 http://en.wikipedia.org/wiki/Business_Model_Canvas
  27. 27. 2. Business Model & Canvas The Business Model You
  28. 28. 2. Business Model & Canvas The Business Model Canvas During last lesson we discussed what is a business model and how fulfill a business model canvas, looking into each part: • Value proposition • Customer segments • Channels • Customer relationship • Revenue streams • Key resources • Key partner • Key activities • Cost structure 28 1 2 3 4 5 6 7 89
  29. 29. 2. Business Model & Canvas Nespresso 29 http://www.businessmodelcanvas.it/case-studies/nespresso.html
  30. 30. 2. Business Model & Canvas Coca Cola 30 http://sopinion8ed.wordpress.com/2012/11/23/the-coca-cola-business-model-and-their-competitive-advantage/
  31. 31. 2. Business Model & Canvas Financial Times 31 http://glennas.wordpress.com/2010/07/31/business-model-innovation-alexander-osterwalder/
  32. 32. 2. Business Model & Canvas Facebook 32 http://bmimatters.com/2012/04/10/understanding-facebook-business-model/
  33. 33. 2. Business Model & Canvas Twitter 33 http://bmimatters.com/2012/02/18/understanding-twitter-business-model-design/ Poll Analytics
  34. 34. 2. Business Model & Canvas Groupon 34 http://www.adriaanrijkens.nl/2011/06/29/the-groupon-business-model-canvas/
  35. 35. 2. Business Model & Canvas LinkedIn 35 http://bmimatters.com/ SlideShare
  36. 36. 2. Business Model & Canvas Google 36 http://bmimatters.com/2012/04/18/comparing-facebook-and-google-business-models/ Map, Youtube
  37. 37. 2. Business Model & Canvas Spotify 37 ù
  38. 38. 2. Business Model & Canvas Zara 38 ù
  39. 39. 2. Business Model & Canvas Community models 39
  40. 40. 2. Business Model & Canvas Geographically based • neighbourhood • productive district • close to me 40 http://www.oilproject.org/lezione/cos-un-business-community-model-6346.html
  41. 41. 2. Business Model & Canvas Professional community • All the people making the same job. • It’s an easy target. 41 http://www.oilproject.org/lezione/cos-un-business-community-model-6346.html
  42. 42. 2. Business Model & Canvas Online community • Easy to reach (massive tools available) • There’s no clear limits between being part of a community and a company business (let’s think of UGC) • Online users are available to pay for an interesting service (freemium!) • Can be created as part of my business (i.e. Amazon’s bookshops network) 42 http://www.oilproject.org/lezione/cos-un-business-community-model-6346.html
  43. 43. 2. Business Model & Canvas Business plan 43
  44. 44. 2. Business Model & Canvas Business plan • Business plan describes what, how long e how much money you need to realize your business model. • Usually a business plan is a doc both for internal and external use. Internally it describes the company strategy, externally it presents the project to stakeholder. 44
  45. 45. 2. Business Model & Canvas Business plan • Writing a business plan help to clarify every company activities and • optimize and develop available resources • improve consciousness on financial aspects, cash flows, break even, etc. • Analyze risks • Identify path to specific goals • Etc. 45 http://www.nascelimpresa.it/doc/guida_BUSINESS_PLAN.pdf
  46. 46. 2. Business Model & Canvas Business model Vs 
 Business plan Plans are static… models are dynamic! - Steve Blank - 46 http://www.slideshare.net/sblank/bus-model-and-cust-dev-jan-2013

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