Business Model Canvas

Transcription

1 Business Model Canvas Grzegorz Posyniak SAP Inside Track Walldorf: January, 13th 2018 #sitwdf #sitkids The material contained in this handout is based on the book Business Model Generation by Alex Osterwalder & Yves Pigneur

2 Agenda Business Model Canvas (why, who, what) How does it look like? How to use it? Examples Minimal Viable Product My personal BMC Exercise

3 Business Model Canvas (why, who, what) A business model explains how an organization creates, delivers and captures value Osterwalder (2010, p14) Alexander Osterwalder

4 How does it look like?

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7 8. KEY PARTNERS 7. KEY ACTIVITIES 2. VALUE PROPOSITIONS 4. CUSTOMER RELATIONSHIPS 1. CUSTOMER SEGMENTS 6. KEY RESOURCES 3. CHANNELS 9. COST STRUCTURE 5. REVENUE STREAMS

8 How to use it? 1. Customer segments 2. Value Proposition 3. Channels 4. Relations 5. Revenue 6. Key resources 7. Key activities 8. Partners 9. Costs

9 8. KEY PARTNERS 7. KEY ACTIVITIES 2. VALUE PROPOSITIONS 4. CUSTOMER RELATIONSHIPS 1. CUSTOMER SEGMENTS 6. KEY RESOURCES 3. CHANNELS 9. COST STRUCTURE 5. REVENUE STREAMS

10 8. KEY PARTNERS 7. KEY ACTIVITIES 2. VALUE PROPOSITIONS 4. CUSTOMER RELATIONSHIPS 1. CUSTOMER SEGMENTS 6. KEY RESOURCES 3. CHANNELS 9. COST STRUCTURE 5. REVENUE STREAMS

11 8. KEY PARTNERS 7. KEY ACTIVITIES 2. VALUE PROPOSITIONS 4. CUSTOMER RELATIONSHIPS 1. CUSTOMER SEGMENTS CREATE 6. KEY RESOURCES 3. CHANNELS DELIVER 9. COST STRUCTURE 5. REVENUE STREAMS CAPTURE

12 8. KEY PARTNERS 7. KEY ACTIVITIES 2. VALUE PROPOSITIONS 4. CUSTOMER RELATIONSHIPS 1. CUSTOMER SEGMENTS KEY RESOURCES 3. CHANNELS COST STRUCTURE 9 5. REVENUE STREAMS 5

13 Exercise Shepherd Business Model

14 1 1. Customer segments The different groups of people or organizations an enterprise aims to reach and serve. Questions to be Answered: For whom are we creating value? Who are our most important customers?

15 1 1. Customer segments Products & Services Milk cheese, quark, joghurt, Meat Wool clothes Customer segments People who like to eat sheep products Butchers & meat eaters Spinners & People Who Like Wool Clothes (older or alternative people?) Leather Fell Mower Workshops Scher service Tanneries & Co. People who like leather leather bags, E.g. expecting parents, People with garden, green space; Gardener (see movie) Z.B. Pupils Shepherd Small children

16 2 2. Value Propositions The bundle of products and services that create value for a specific Customer Segment. Questions to be Answered: What value do we deliver to the customer? Which one of our customer s problems are we helping to solve? Which customer needs are we satisfying? What bundles of products and services are we offering to each Customer Segment?

17 2 2. Value Propositions Products & Services Milk cheese, quark, joghurt, Meat Wool clothes Customer segments People who like to eat sheep products Butchers & meat eaters Spinners & People Who Like Wool Clothes (older or alternative people?) Leather Fell Mower Workshops Scher service Streichelzoo Tanneries & Co. People who like leather leather bags, E.g. expecting parents, People with garden, green space; Gardener (see movie) Z.B. Pupils Other Shepherd Small children

18 3. Channels 3 How a company communicates with and reaches its Customer Segments to deliver a Value Proposition Questions to be Answered: Through which Channels do our Customer Segments want to be reached? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines?

19 4 4. Customer Relationships The types of relationships a company establishes with specific Customer Segments. Questions to be Answered: What type of relationship does each of our Customer Segments expect us to establish and maintain with them? Which ones have we established? How costly are they? How are they integrated with the rest of our business model?

20 5. Revenue Streams 5 The cash a company generates from each Customer Segment (costs must be subtracted from revenues to create earnings). Questions to be Answered: For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?

21 5. Revenue Streams 5 English Products Sale of meat, milk, wool, leather, fur Services Renting the sheep, workshops, shearing service Deutsch Produkte Verkauf von Fleisch, Milch, Wolle, Leder, Fell Leistungen Vermieten der Schafe, Workshops, Scherservice

22 6. Key Resources 6 The most important assets required to make a business model work. Questions to be Answered: What Key Resources do our Value Propositions require? What Key Resources do our Distribution Channels require? What Key Resources do our Customer Relationships require? What Key Resources do our Revenue Streams require?

23 6. Key Resources 6 English Sheep Willow, Hütte Forage, water, hay, straw Wool clothes Food and water Walking helper, shepherd dog Shearing machine, milking machine Means of transport Start capital, liquid capital Deutsch Schafe Weide, Stall Futter, Wasser, Heu, Stroh Wolle Futter- & Wassertrog Gehilfe, Hütehund Schermaschine, Melkzeug Transportmittel Startkapital, verfügbares Kapital

24 7 7. Key Activities The most important things a company must do to make its business model work. Questions to be Answered: What Key Activities do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue streams?

25 7 7. Key Activities English Feeding Care: keep sheep clean, care for fur, help with births,... Milking & shearing, butcher (?) Administration: shopping, office work, financial monitoring Marketing, maintaining contacts with partners / customers; Care of the website Deutsch Füttern Pflege: Schafe sauber halten, Fell pflegen, bei Geburten halfen, Melken & Scheren, Schlachten (?) Verwaltung: Einkaufen, Büroarbeit, Überwachen der Finanzen Marketing, Kontakte zu Partnern/Kunden pflegen; Pflege der Website

26 8 8. Key Partnerships The network of suppliers and partners that make the business model work. Questions to be Answered: Who are our Key Partners? Who are our Key Suppliers? Which Key Resources are we acquiring from partners? Which Key Activities do partners perform?

27 8 8. Key Partnerships English Shepherd Community Bundled food orders Specialty shop for sheep accessories Butchers: butchering, meat processing & selling mills wool processing tanneries leatherworking farmer e.g. Use the space in the stable Deutsch Schäfergemeinschaft Gebündelte Futterbestellungen Fachgeschäft für Schafzubehör Metzgereien: Schlachten, Fleischverarbeitung & - verkauf Spinnereien Wollverarbeitung Gerbereien Lederverarbeitung Bauer z.b. Platz im Stall nutzen

28 9. Cost Structure 9 All costs incurred to operate a business model. Questions to be Answered: Who are our Key Partners? Who are our Key Suppliers? Which Key Resources are we acquiring from partners? Which Key Activities do partners perform?

29 9. Key Partnerships 9 English Recurring expenditure Lease for field, rent stall, feed, water, advertising (ads, posters, website, electricity, pay for assistants, repair costs, new sheep, veterinarian, straw Basic equipment (one-time expenditure) Pasture fence, pasture, troughs, milking equipment, shearing machine, means of transport, stable (if purchased) Deutsch Wiederkehrende Ausgaben Pacht für Feld, Miete Stall, Futter, Wasser, Werbung (anzeigen, Plakate, Website, Strom, Lohn für Gehilfen, Reparaturkosten, neue Schafe, Tierarzt, Stroh Grundausstattung (einmalige A.) Weidezaun, Weide, Tröge, Melkenzeug, Schermaschine, Transportmittel, Stall (wenn gekauft wird)

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39 MVP (Minimum Viable Product)

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41 MVP (Minimum Viable Product)

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44 Foto: Pattern Cards des BMI Lab St. Gallen