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Business model/Modelo de negocios
- 2. What is a Business Model ?
Defines exactly what the company does and
how it makes money.
Reflects the company’s plan about what
customers need and want and how much are
they willing and able to pay.
Identifies and targets market segments.
Presents how the company engages and
reaches out to potential clients.
Finds key resources, activities and partners.
It is part of the strategy and represents the core
business functions.
© 2013 Sullivan Consulting, Inc.
- 3. Why have a Business Model ?
Serves as a platform to execute business
strategies in an integrated, cost-effective
and orchestrated way.
Integrates strategy, operations and finance.
Helps entrepreneurs optimize the way a
business operates and how it adds value.
Demonstrates how a company generates
revenues, manages costs and turns sales
into profits.
Connects the value proposition with the
action plan.
© 2013 Sullivan Consulting, Inc.
- 4. How to Create a Business Model?
A business model can be created by answering
the following questions:
What is the value proposition? Why should
customers buy from us? What pains are we solving?
Who are our customers? What are their needs?
What is the best method to reach and maintain
strong relationships with our customers, will it be
cost effective?
What key resources and activities will be required
to sustain our value proposition?
What are the expected revenues, costs and profits?
© 2013 Sullivan Consulting, Inc.
- 5. Building a Business Model
The Canvas business model is the most
commonly used method. It is composed of 9
key building blocks:
Value Proposition
Customer Segments
Customer Relationships
Distribution Channels
Revenue Streams
Cost Structures
Key Activities
Key Resources
Strategic Partners
© 2013 Sullivan Consulting, Inc.
- 6. Business Model Canvas
Key Partners
Key Activities
Manufacturers
Suppliers
Wholesalers
Sales rep
Vendors
Presentations
Meetings
Phone Calls
Emails
Recruiting
Acquisitions
Key
Resources
Employees
Investors
Accountants
Banks
Suppliers
Cost
Structure
Fixed Costs
Overhead Costs
Variable Costs
Direct/Indirect Costs
Value
Proposition
Customer
Relationships
Price
Service
Brand Status
Customization
Innovation
Accessibility
Usability
Personalized
Service
Self-Service
Customized
Service
Automated
Service
Channels
Internet
Advertising
Collaborators
Social Media
Revenue
Streams
Commissions
Contracts
Sales
© 2013 Sullivan Consulting, Inc.
Customer
Segments
Hospitals
Government
PYMES
Not-for-profit
- 7. Business Model Canvas
Key Partners
Manufacturers
Suppliers
Wholesalers
Sales rep
Vendors
Key Activities
Training
Meetings
Phone Calls
Emails
Recruiting
Acquisitions
How?
Value
Proposition
Customer
Relationships
Price
Service
Brand Status
Customization
Innovation
Accessibility
Usability
Personalized
Service
Self-Service
Customized
Service
Automated
Service
What?
Cost
Structure
Fixed Costs
Overhead Costs
Computer Software
Advertising
Hospitals
Government
Logisticians
IT Companies
Who?
Key
Resources
Channels
Investors
Accountants
Banks
Suppliers
Customer
Segments
Internet
Advertising
Television
Social Networks
Revenue
Streams
Commissions
$$$
Contracts
Sales
© 2013 Sullivan Consulting, Inc.
- 8. Value Proposition
What value do we offer our customers?
Price
Service
Quality
Branding
Customization
Innovation
How does our value proposition stand out
from competitors, is it hard to imitate?
Are customers satisfied with the
product/service, is it meeting expectations?
How can we tailor the product/service to
meet our customer’s needs?
© 2013 Sullivan Consulting, Inc.
- 9. Differentiation in Value Proposition
Differentiation from competitors is crucial to
build and maintain a competitive position
Business models are useless if they are easy to
copy by competitors and the customer does not
recognize the value proposition
A differentiation strategy protects a company’s
future and growth opportunities
Value differentiation strategy involves all of the
variables that affect the how, what and who in
the business model
© 2013 Sullivan Consulting, Inc.
- 10. Customer Segment
Who are our customers?
Business
Consumer
Government
Not-for profit
Academic
What are their needs, demands and
behavior as consumers?
What motivates them to buy?
How much are they willing to spend?
What alternatives do they have?
© 2013 Sullivan Consulting, Inc.
- 11. Customer Relationships
What relationships with customers will
achieve the highest perceived value?
Personalized service
Fast service
High-quality service
Automated service
Innovative service
What type of relationships do customers
expect to have?
What type of relationships better fit our
customers needs as well as our business
model?
© 2013 Sullivan Consulting, Inc.
- 12. Distribution Channels
What channels can we use to better reach
our customers?
Internet
Direct
Brokers
Social Media
How can we make our product/services
more accessible to customers?
What channels are the most effective?
Which is the most efficient way?
© 2013 Sullivan Consulting, Inc.
- 13. How can we Generate Value?
Value
The
Customer
Value
Value
Proposition
Target
Market (highly
specialized)
Customer
Relationships
(Trust and
loyalty)
© 2013 Sullivan Consulting, Inc.
Distribution
Channels
(access and fast
response)
- 14. Key Resources
What key resources are involved in the
value proposition?
Company assets (equipment, machinery)
Intellectual (technology, R&D)
Human (employees, advisors, investors)
Financial (capital)
What resources are critical to sustain the
value proposition?
How can we improve performance?
What additional resources do we need to
add value? Are these justifiable (ROI)?
© 2013 Sullivan Consulting, Inc.
- 15. Key Activities
What activities sustain our value proposition?
Management
Operations
Sales and marketing
Training
Innovation (technology, R&D)
How efficient are the activities, can we
eliminate, reduce or add new activities?
What activities differentiate us from our
competitors?
How can we improve activities to deliver
more value to our customers?
© 2013 Sullivan Consulting, Inc.
- 16. Key Partners
Who are our partners and collaborators ?
Advisors and consultants
Investors
Suppliers
Distributors
Advertising agencies
What key activities, services and resources
do our key partners provide us with?
Which partnerships and strategic alliances
can be established and add the most value?
Can we leverage on key partners to improve
our competitive positioning?
© 2013 Sullivan Consulting, Inc.
- 17. Revenue Streams
How are we generating revenue?
Direct sales transactions
Brokerage fees
Licensing fees
Franchising fees
Freemium
How much are customers willing to pay?
How sustainable and profitable are we?
How are competitors generating revenues?
How do they prefer to pay?
© 2013 Sullivan Consulting, Inc.
- 18. Cost Structure
What cost are involved in delivering
value to customers?
Fixed cost
COGS
Operating costs
Financing
Commissions
What activities/resources are the most
expensive and can they be reduced?
How competitive are we? How are costs
compared to our competitors’?
© 2013 Sullivan Consulting, Inc.
- 19. Value through Differentiation
Innovation - developed the world’s
largest
search
engine
using
keywords and links arranging
information to users based on
degree of relevance.
Accessibility - provides users with
free internet applications and tools
such as, Google Earth, Maps, Books,
Gmail Google Chrome and Desktop
Search.
Usability - to create a revenue
model by using targeted adds that
don’t interfere with the web-search
experience.
© 2013 Sullivan Consulting, Inc.
- 20. Value through Differentiation
Design – simple, versatile, clean,
interactive easy to use, and fun
Innovation – Mac OS and software’s,
Mac laptops, IPod, IPhone, tablets,
App Store, ITunes
Brand/status – managed to stay
on top of current trends
Price – focus on a low-price model
Cost reduction – create value using
a reduced cost structure.
Accessibility – high performance
and punctuality to maximize flight
rotation
Usability – crowded airplanes to
increase profitability
© 2013 Sullivan Consulting, Inc.
- 21. Value through Differentiation
Customize Service – name your own
price option for customers providing
them trade-off opportunities
Self Service – internet based travel
booking agency
Optimizing Channels – puts mayor
travel suppliers in contact with
customers
Self Service – e-commerce, Internet,
fulfillment and logistics platform
Optimizing Channels – direct to
customer online model offering
over 40 categories of merchandise
© 2013 Sullivan Consulting, Inc.
- 22. Value through Differentiation
Accessibility – positioned
strategically with great variety
Low-cost model – cut down on
company costs to deliver
competitive low prices
Accessibility – free social
media interactive platform
Customization – able to create
your own personal profile
Usability – excellent advertising
and marketing tool for business
owners and entrepreneurs
© 2013 Sullivan Consulting, Inc.
- 24. Summary
A business model is an essential tool that
defines how a company delivers value to its
customers and generates profits
The business model canvas is a useful
method which helps understand , create
and manage a sustainable business model
Value differentiation is an important factor
to give your model a competitive edge
All segments in the business model must
interrelate in order to generate value to its
customers
© 2013 Sullivan Consulting, Inc.
- 25. Marcus A. Sullivan, MBA, CVA
Sullivan Consulting, Inc.
Centro Internacional de Mercadeo
Torre II, Suite 402
Guaynabo, PR 00968
787.708.6800
www.sullivanconsultingpr.com
© 2013 Sullivan Consulting, Inc.