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Business model canvas

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Business Model Canvas
Business Model Canvas
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Business model canvas

  1. 1. Business model canvas
  2. 2. A BUSINESS MODEL IS HOW A COMPANY CREATES VALUE FOR ITSELF WHILE DELIVERING PRODUCTS OR SERVICES FOR ITS CUSTOMERS.
  3. 3. Business model canvas Value proposition Customer relationships Customer segments Channels Revenue streams Costs Key partners Key activities Key Resources
  4. 4. Business model canvas Value proposition
  5. 5. Value proposition NOT a list of features / technologies How do you create joy or relieve pain? What need are you addressing? What problem are you solving? Look for needs when possible! => 5 why’s
  6. 6. Business model canvas Customer segments
  7. 7. Customer segments • Better multiple detailed than one generic • Create persona(s) / archetypes per segment • Learn to know your customer! – How do they buy? – How do they learn about new products? – What is their role? – What matters for them?
  8. 8. Customer segments Look for the holy grail: product – market fit • Map value proposition to customer segments • Make sure these hypotheses are TESTED
  9. 9. Business model canvas Channels
  10. 10. Channels Virtual channel Physical channel Virtual product • Facebook • Twitter • Apps • Insurance • Software • Stocks Physical product • Shoes • Books • Movies • Consumer electronics • Food • Household goods • Cars
  11. 11. Channels
  12. 12. Channels
  13. 13. Business model canvas Customer relationships
  14. 14. Customer relationships • How do we GET customers? • How do we KEEP them? • How do we GROW?
  15. 15. Customer relationships
  16. 16. Customer relationships Physical channel
  17. 17. Customer relationships Web / mobile / cloud channel
  18. 18. Customer relationships GET customers by PAID demand creation • Public relations • Advertising • Trade shows • Webinar • Direct (e-)mail • Search engine marketing
  19. 19. Customer relationships GET customers by EARNED demand creation • Publications in journals • Speeches / conferences • (Guest) blogging • Social media
  20. 20. Customer relationships KEEP customers • Loyalty programs • Product updates • Customer satisfaction • Contests / events • Blogs / newsletters • Social media
  21. 21. Customer relationships Keep the metrics! • # awareness / # consideration • $ spend on adds / acquired purchase = customer acquisition cost First think about GET, once you have some think about KEEP and GROW
  22. 22. Business model canvas Revenue streams
  23. 23. Revenue streams NOT ONLY the price people are paying Revenue stream = the strategy the company uses to generate cash from each customer segment Pricing = the tactics you use to set the price in each customer segment
  24. 24. Revenue streams What value are customers willing to pay for? How do customers pay today? How much are they currently paying?
  25. 25. Revenue streams • Asset sale: ownership of physical product • Usage fee: proportional fee to usage of service • Subscription fee: continuous access to service • Renting: temporary access to good/service • Licensing: fee for use of some IP • Intermediation fee: bringing two parties together • Advertising: fee paid by brands and companies for ads
  26. 26. Revenue streams Common mistakes: • Price on cost • Price on value • By default less than competitor’s
  27. 27. Business model canvas Key partners
  28. 28. Key partners • Shared economics (2-way) • Mutual success / failure • Common customers • Co-invention / co-development
  29. 29. Key partners Risks: • Impedance mismatch • Timing mismatch • No clear ownership of customer • Product vision problems • Different underlying objectives • Churn in partners strategy / personnel • IP issues • Difficult to unwind / end
  30. 30. Business model canvas Key activities
  31. 31. Key activities What is essential for you to be able to deliver your value proposition?
  32. 32. Business model canvas Key Resources
  33. 33. Key resources • Physical resources – Company facilities – Products / services • Financial resources • Intellectual resources • Human resources – Qualified employees – Mentors / teachers / coaches
  34. 34. Business model canvas Costs
  35. 35. Costs What are your costs? What are the most expensive resources / activities? Fixed / variable?
  36. 36. Tips on creating business models • Separate colors for each customer segment • Use sticky notes … … but as few as possible • Focus on quick communication • Draw instead of write • Explore lots of possibilities
  37. 37. • You sell your value proposition … • to a customer segment … • who you reach through some channel. • You have an ongoing relationship to create retention and lock-in. = That’s how you make money
  38. 38. • To create the value proposition, you do certain key activities … • using your key resources … • which costs you money. • Anything you don’t do or have yourself, you get from a partner.
  39. 39. EXAMPLE

Hinweis der Redaktion

  • BMC should be used as a sketch of the business model and not as a carved in stone business plan!
    Use it as a tool to see your progress and where you come from & to communicate with team members / investors.
    Iterate based on tested hypotheses.
  • Pick one
  • Pick one!
  • Number and names of the phases can differ! Adapt to your own needs.
  • Impedance: je wordt niet opgemerkt

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