The document discusses the business model canvas, which is a tool for describing the rationale of how an organization creates, delivers, and captures value. It covers the nine blocks of the business model canvas - value proposition, customer segments, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. Examples of completed business model canvases are provided for several well-known companies like Nespresso, Coca-Cola, Financial Times, Facebook, Twitter, Groupon, LinkedIn, Google, Spotify, and Zara.

1. Business model & canvas
Frieda Brioschi / Emma Tracanella
frieda.brioschi@gmail.com / emma.tracanella@gmail.com
IED, 8 Oct 2018
Lesson 2 - 2018/19

2. 2. Business Model & Canvas
Course program
1. Start-ups
2. Business Model & Canvas
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It’s in your hand
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https://vimeo.com/286232895

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Prepd Colors
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https://www.kickstarter.com/projects/prepd/prepd-colors

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Business Model
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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.
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7. 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.
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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.
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Business model canvas
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Business model canvas
1 – Value proposition
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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,
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http://en.wikipedia.org/wiki/Business_Model_Canvas
• brand/status,
• price,
• cost /risk reduction,
• ecc.

12. 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?
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http://en.wikipedia.org/wiki/Value_proposition

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Business model canvas
2 – Customer segments
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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)
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http://en.wikipedia.org/wiki/Business_Model_Canvas

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Business model canvas
3 - Channels
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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.
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http://en.wikipedia.org/wiki/Business_Model_Canvas

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Business model canvas
4 – Customer relationship
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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
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http://en.wikipedia.org/wiki/Business_Model_Canvas

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Business model canvas
5 – Key partner
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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.
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http://en.wikipedia.org/wiki/Business_Model_Canvas

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Business model canvas
6 – Key activities
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6 – Key activities
The most important activities in executing a
company's value proposition.
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http://en.wikipedia.org/wiki/Business_Model_Canvas

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Business model canvas
7 – Key resources
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7 – Key resources
Are the assets required
to offer and deliver value
proposition to the
customer.
• Physical
• Intellectual
• Human
• Financial
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http://en.wikipedia.org/wiki/Key_resources_(business_model)

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Business model canvas
8 – Cost structure
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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
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http://en.wikipedia.org/wiki/Business_Model_Canvas

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Business model canvas
9 – Revenue streams
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9 – Revenue streams
The way a company makes income from each
customer segment.
• Asset Sale
• Usage Fee
• Subscription Fees
• Lending/Leasing/Renting
• Licensing
• Advertising
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http://en.wikipedia.org/wiki/Business_Model_Canvas

29. 2. Business Model & Canvas
The Business Model You

30. 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
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Nespresso
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http://www.businessmodelcanvas.it/case-studies/nespresso.html

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Coca Cola
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http://sopinion8ed.wordpress.com/2012/11/23/the-coca-cola-business-model-and-their-competitive-advantage/

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Financial Times
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http://glennas.wordpress.com/2010/07/31/business-model-innovation-alexander-osterwalder/

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Facebook
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http://bmimatters.com/2012/04/10/understanding-facebook-business-model/

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Twitter
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http://bmimatters.com/2012/02/18/understanding-twitter-business-model-design/
Poll
Analytics

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Groupon
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http://www.adriaanrijkens.nl/2011/06/29/the-groupon-business-model-canvas/

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LinkedIn
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http://bmimatters.com/
SlideShare

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Google
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http://bmimatters.com/2012/04/18/comparing-facebook-and-google-business-models/
Map,
Youtube

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Spotify
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ù

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Zara
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ù