There was a problem previewing this document. Retrying... Download. Connect more apps... Try one of the apps below to op
Business Model Canvas Agenda 6:00 What is it? How is it useful to every business stage? Advantages over traditional Business Planning Linear vs. Design Thinking 3 Levels of the canvas Review of the nine segments
6:45 Hands on group work
7:15 The Elaborated Canvas Wrap Up
Domenick Celentano • Entrepreneurial Consultant – The Foodpreneur™
• Adjunct Professor – Entrepreneurship – Marketing
• Food & Beverage Expert About.com
Business Planning… Is this you?
Why is Business Planning… So Painful?
What is the Business Model Canvas?
• Visual
http://3.bp.blogspot.com/NgI_TsXEzmU/UH99EwA3_uI/AAAAAAAADXY/8kRLM9mNddM/s1600/images+7+-+Sticky.jpg
• Structure
• Iterative
http://3.bp.blogspot.com/NgI_TsXEzmU/UH99EwA3_uI/AAAAAAAADXY/8kRLM9mNddM/s1600/images+7+-+Sticky.jpg
Useful at Every Business Stage
•Startups • Begin here vs. the traditional business plan • Visually illustrates lateral thinking
• Tests Product – Market Fit • Creates Minimum Viable Product
Useful at Every Business Stage •Small Business Scaling • Typically do not understand their competition’s business model nor their own
• Reduces risk …mistakes of head to head competition, compete on price and developing “me too” products
• Illustrates need to constantly update business model, focusing on core competencies, creating value propositions that focus on the “white space” that larger entities can’t service.
Useful at Every Business Stage • Corporate • Learn how “lean startups” think and how markets have been disrupted through business ventures developing creative business models.
• Larger entities require divisions or teams to create a Business Case to obtain funding for projects and new product development and launch.
• Business Model Canvas, tools such as the Empathy Map and Value Proposition Canvas allow the corporate to create a Level III canvas that supports a Business Case presentation.
Advantages over Traditional Business Planning Business Model Canvas
Business Plans
Dynamic
Static
Focuses on the “planning”
Focuses on the “plan”
Adds 9 dimensions
Marketing, Operations and Financial Traditional linear thinking
Lateral Thinking Customer Insights, Ideation, Prototyping And Scenarios Allows prototyping the business model, testing the hypothesis at 3 levels
One Level
Advantages over Traditional Business Planning
Desirability
Feasibility
Viability
Advantages over Traditional Business Planning
Desirability
Feasibility
Viability
Canvas Levels • Napkin Sketch – Concept Development
• Elaborated Canvas – – – –
Opportunity Analysis Environmental Scan SWOT Market Segmentation
• Business Case – Examining Viability – Develop Scenarios – Business Case Development
Review of Nine Segments customer relationships key activities
value proposition
How You Make Money… Consists of these 9 Areas customer segments
key partners
revenue streams cost structure
key resources
Business Model Canvas Courtesy of Steve Blank and Alexander Osterwald PhD
channels
CUSTOMER SEGMENTS
Which customers and users are you serving? Which jobs do they really want to get done?
Mass Market Niche Market Segmented
Domenick Celentano and The Foodpreneur
VALUE PROPOSITIONS What value do we deliver to the customer? Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment? Which customer needs are we satisfying? Characteristics Newness Performance Customization “Getting the Job Done” Design Brand/Status Price Cost Reduction Risk Reduction Accessibility Convenience/Usability
What is the “job” we are getting done for them? Do they care? Domenick Celentano and The Foodpreneur
CHANNELS 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?
Path to Purchase
Awareness
Physical
Marketing
Interest / Evaluation
Trial / Purchase
Domenick Celentano and The Foodpreneur
Post Purchase
CUSTOMER RELATIONSHIPS
What relationships are you establishing with each segment? Personal? Automated? Acquisitive? Retentive? Domenick Celentano and The Foodpreneur
REVENUE STREAMS
What are customers really willing to pay for? How? Are you generating transactional or recurring revenues? Domenick Celentano and The Foodpreneur
KEY RESOURCES
Which resources underpin your business model? Which assets are essential? Domenick Celentano and The Foodpreneur
KEY ACTIVITIES
Which activities do you need to perform well in your business model? What is crucial? 24 Domenick Celentano and The Foodpreneur
KEY PARTNERS
Which partners and suppliers leverage your model? Who do you need to rely on? Domenick Celentano and The Foodpreneur
COST STRUCTURE
What is the resulting cost structure? Which key elements drive your costs? Domenick Celentano and The Foodpreneur
key activities
value proposition
customer relationships
key partners
customer segments
cost structure
revenue streams
key resources
channels 27
Domenick Celentano and The Foodpreneur
images by JAM
Hands On Group Work
Let’s Have Some Fun Customer Relations
Value Proposition
Customer Segments
Distribution Channels
Value Proposition, Customer Segments, Distribution Channels Customer Relationships Support Domenick Celentano and The Foodpreneur
Sketch Out Your Business Model
http://3.bp.blogspot.com/NgI_TsXEzmU/UH99EwA3_uI/AAAAAAAADXY/8kRLM9mNddM/s1600/images+7+-+Sticky.jpg
Sketch Out Your Business Model Select a Business Business You Are Working On… Business You Currently Work At… Any Business the Group is Familiar With…
Elaborated Canvas Business Case Canvas
!
Understanding the Customer Don’t we want a better understanding of what a customers is truly willing to pay for?
Check out the Slide Deck on Using the Empathy Map
Visual Storytelling
Visual Storytelling
Visual Storytelling • • • • • • •
Visual Storytelling Map the business model Draw Each Business Model Element Define the Storyline Tell the Story From the Customer Side From the Company Side
Prototyping
Scenarios Describe each scenario
Describe each scenario
Describe each scenario
Describe each scenario
Scenarios Pharma
The health patient
Reinventing pharma
Business as usual
My medicine
Key External Forces Key Trends
Industry Forces
Market Forces
Macro Economic Forces
Detailed SWOT Assessment of Each Block
Strengths
Weaknesses
Opportunities
Threats
key activities
value proposition
customer relationships
key partners
customer segments
You Are to Create Your Own Business Model!
cost structure
key resources
revenue streams channels 44
images by JAM
Domenick Celentano • 908-866-1366 •
[email protected]
http://www.domenickcelentano.com/ http://www.thefoodpreneur/
