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Felix Zappe02.05.202
3Conducting feasibility studies with the BMC| Edward de Bono Institute | University of Malta
Disclaimer
Conducting feasibility studies with the Business Model Canvas
by Felix Zappe
on 11th January 2017
Felix Zappe02.05.202
3Conducting feasibility studies with the BMC| Edward de Bono Institute | University of Malta
Disclaimer
2
Building blocks of the Business Model Canvas and basic descriptions
Key PartnersThe network of suppliers and partners that make the business model work
Cost StructureAll costs incurred to operate a business model
Revenue StreamsThe cash a company generates from each CS (costs must be subtracted from revenues to create earnings)
Key ActivitiesThe most important things a company must do to make its business model workKey ResourcesThe most important assets required to make a business model work
Value PropositionDescribesthe bundle of products and services that create value for a specific Customer Segment
Customer RelationshipTypes of relation-ships a company establishes with specific CSChannelsHow does acompany commun-icate & reach its CS to deliver a VP
Customer SegmentsDefinesthe different groups of people or organizations anenterprise aims to reach and serve
Felix Zappe02.05.202
3Conducting feasibility studies with the BMC| Edward de Bono Institute | University of Malta
Disclaimer
3
Logic of the BMC building blocks
Key PartnersThe network of suppliers and partners that make the business model work
Cost StructureAll costs incurred to operate a business model
Revenue StreamsThe cash a company generates from each CS (costs must be subtracted from revenues to create earnings)
Key ActivitiesThe most important things a company must do to make its business model workKey ResourcesThe most important assets required to make a business model work
Value PropositionDescribesthe bundle of products and services that create value for a specific Customer Segment
Customer RelationshipTypes of relation-ships a company establishes with specific CSChannelsHow does acompany commun-icate & reach its CS to deliver a VP
Customer SegmentsDefinesthe different groups of people or organizations anenterprise aims to reach and serve
12
For whom?What is
offered?
3
4
How to reach them?
How to keep them?
5
For how much?
6
What is needed?
7
What needs to be done?
8
With whom?
How is it financed?
9
Felix Zappe02.05.202
3Conducting feasibility studies with the BMC| Edward de Bono Institute | University of Malta
Disclaimer
4
Basic characteristics of the BMC building blocks
Key Partners
Cost Structure Revenue Streams
Key Activities
Key Resources
Value Proposition
Customer Relationship
Channels
Customer SegmentsKey Partners
- Reduction of risk and uncertainty
- Optimization and economy of scale
- Acquisition of particular resources & activities
Value Proposition- Newness- Performance- Customization- “Getting the
job done”- Design- Brand/status- Price- Cost
reduction- Risk reduction- Accessibility- Convenience /
usability
Customer Relations- Personal assistance- Dedicated personal assistance- Self-service- Automated service- Communities- Co-creation
Channels- Channel types
- Owned or from partners
- Direct or indirect
- Channel phase- Awareness- Evaluation- Purchase- Delivery- After sales
Customer Segments- Mass market- Niche market- Segmented- Diversified- Multi-sided
marketsKey Resources- Physical- Intellectual- Human- Fiancial
Key Activities- Production
- Problem solving
- Network /
platform
Revenue Streams- Asset sale- Usage fee- Subscription fee- Lending / leasing /
renting- Licensing- Advertising- Brokerage fees
Pricing mechanisms
- Fixed - List- Feature
dependent- Segment
dependent- Volume
dependent
- Dynamic- Negotiation- Yield
management- Real-time market
- Auctions
Cost Structure- Cost driven - Value driven
Characteristics
- Fixed costs- Variable cost- Economics of scale- Economics of scope
Felix Zappe02.05.202
3Conducting feasibility studies with the BMC| Edward de Bono Institute | University of Malta
Disclaimer
5
Guiding questions of the BMC building blocks
Key Partners
Cost Structure Revenue Streams
Key Activities
Key Resources
Value Proposition
Customer Relationship
Channels
Customer SegmentsKey Partners
- Who are our key partners
- Who are our key suppliers
- Which key resources are we acquiring from partners?
- Which key activities do partners perform?
Value Proposition- What value do
we deliver to the customer?
- Which one of our customers 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?
Customer Relations- What type of relationship does each of our customer segments expect us to establish and maintain with them?- Which ones have we established?- How are they integrated with the rest of our business model?- How costly are they?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?
Key Activities- What key
activities do our
value propositions
require?- Our Distribution
Channels?
- Customer
Relationships?
- Revenue Streams?
Revenue Streams- 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?
Cost Structure- What are the most important costs in inherent
in our business model?- Which key resources are most expensive?
- Which key activities are most expensive?
Key Resources- What key resources do our Value Propositions
require?- Our Distribution Channels? Customer Relationships?
- Revenue Streams?
Customer
Segments
- For whom
are we creating value?
- Who are our most
important
customers?
Felix Zappe02.05.202
3Conducting feasibility studies with the BMC| Edward de Bono Institute | University of Malta
Disclaimer
Osterwalder, A., Pigneur, Y. & Clark, T. 2010. Business model generation: A handbook for visionaries, game changers, and challengers. Hoboken, New Jersey: Wiley, John Wiley & Sons, Inc.
References