Business Model Generation and Value Proposition Canvas

BUSINESS MODEL GENERATION AND VALUE PROPOSITION CANVAS

siskamarhen@telkomuniversity.ac.id2013

Business Model Generation

• “A business model describes the rationale of how an organization creates, delivers and captures values”

BMC POSTER

1. Customer Segments

Siapa yang harus dilayani?• Mass market• Niche market• Segmented• Diversified• Multi-sided platform

2. Value PropositionsManfaat yang ditawarkan organisasi kepada segmen pasar yang dilayani.• Newness• Performance• Customization• “Getting the job done”• Design• Brand/status• Price• Cost reduction• Risk reduction• Accessibility• Convinience

3. Channels

Sarana untuk menyampaikan VP ke CS.

4. Customer Relationships

Cara menjalin ikatan dengan pelanggannya.• Personal assistance• Dedicated personal assistance• Self-service• Automated services• Communities• Co-creation

5. Revenue Streams

Pendapatan dari pelanggan.• Asset sale• Usage fee• Subscription fee• Lending/renting/leasing• Licensing• Brokerage fee• Advertising fee

6. Key Resources

Sumber daya yang digunakan untuk VP.• Physical• Intellectual• Human• Financial

7. Key Activities

Kegiatan utama untuk menciptakan VP.• Production• Problem solving• Platform/network

8. Key Partnerships

Partnerships yang diperlukan untuk mewujudkan VP.• Strategic alliances• Coopetition• Joint ventures• Buyer-supplier

9. Cost Structure

Komposisi biaya untuk mewujudkan VP.• Cost-driven or value-driven• Fixed costs• Variable costs

HOW???

JOBS

First, outline what jobs you believe your (potential) customers are trying to get done that lead them to purchase your products and services

Jobs is a very general term. Functional jobs are you helping your customer get done (e.g., perform or complete a specific task, solve a specific problem) Social jobs (e.g., trying to look good, gain power or status)? Emotional jobs (e.g., aesthetics, feel good, security)?

What basic needs are you helping your customer satisfy?

PAINSSecond, describe all the pains your customers might have or might fear

related to those jobs — negative emotions, undesired costs or risks.Questions help — fiscal, emotional, or performance-based —

What do your customers find too costly (e.g., takes a lot of time, costs too much money, requires substantial efforts)? What makes your customers feel bad (e.g., frustrations, annoyances, things that give them a headache)? How are current solutions underperforming for your customers (e.g., lack of features, performance, malfunctioning)?

• What’s keeping your customer awake at night?• What risks does your customer fear?• How are current solutions underperforming for your customer?

GAINSThird, describe all the gains your customer expects or desires as an outcome of

that job. This could be benefits like functional utility, social gains, positive emotions, or cost savings.

Cues for “gains” are also category-specific: Which savings would make your customers happy (e.g., in terms of time, money, and effort)? What outcomes do your customers expect, and what would go beyond their expectations (e.g., quality level, more of something, less of something)? How do current solutions delight your customers?

• What would make your customer’s job or life easier?• What positive social consequences does your customer desire?• How does your customer measure success or failure?