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Understanding and Designing Business M
Nishant Bhaskar6th March 2016
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A business model describes the rationale of how an
organizadelivers, and captures value.
- Osterwalde
What is a Business Model?
Osterwalder, A., Pigneur, Y
A handbook for visionari
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Business Model Canvas
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Video: Business Model CanvasExplained
www.youtube.com/watch?v=QoAOzMTLP5s
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Value Proposition
NewnessPerformance
Customization
“Getting the Job Done”
Design
Cost Reduction
Risk Reduction
Accessibility
Convenience/Usability
What value do we deliver to the customer?Which one of our
customer’s problems are we h
What bundles of products and services are we of
Customer Segment?
Which customer needs are we satisfying?
Examples
Key Questions
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Customer Segments
Mass MarketNiche Market
Segmented
Diversified
Multi-sided Platform
For whom are we creating value?Who are our most important
customers/users?
What are the key dimensions (geography, offer, so
to segment your customers?
Examples
Key Questions
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Channel
Retail chainsBrand stores
Online
Direct Sale
Local Distributors
Through which Channels do our Customer Segmreached? How are we
reaching them now?
How are our Channels integrated? Which ones w
Which ones are most cost-efficient?
How are we integrating them with customer rout
Examples
Key Questions
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Customer Relationship
Personal AssistanceSelf-Service
Automated Services
Communities
Co-creation
Switching Cost
Lock-in
What type of relationship does each of our CustoSegments expect
us to establish and maintain wit
Which ones have we established?
How are they integrated with the rest of our bus
How costly are they?
Examples
Key Questions
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Key Activities
ProductionProblem Solving
Platform/Network
R&D
Litigation
What Key Activities do our Value Propositions re
Our Distribution Channels? Customer Relationsh
Revenue streams?
Examples
Key Questions
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Key Resources
PhysicalIntellectual (brand patents, copyrights, data)
Human
Financial
What Key Resources do our Value Propositions r
Our Distribution Channels? Customer Relationsh
Revenue Streams?
Examples
Key Questions
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Key Partners
Technical supportSuppliers
Distributers
Governments
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from part
Which Key Activities do partners perform?
Examples
Key Questions
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Cost Structure
Fixed Costs (salaries, rents, utilities)Variable costs
Economies of scale
Economies of scope
Royalties
Promotional Activities
What are the most important costs inherent in o
model?
Which Key Resources are most expensive? Whic
are most expensive?
Is your business more: Cost Driven? Value Driven
Examples
Key Questions
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Revenue Streams
Asset saleUsage fee
Subscription Fees
Lending/Renting/
Leasing
Licensing
Brokerage fees
Advertising
For what value are our customers really willing to
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute
revenues?
Examples
Key Questions
Fixed Pricing:List Price
Product feature dependent
Customer segment dependent
Volume dependent
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Revenue Streams
Asset saleUsage fee
Subscription Fees
Lending/Renting/
Leasing
Licensing
Brokerage fees
Advertising
For what value are our customers really willing to
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute
revenues?
Examples
Key Questions
Fixed Pricing:List Price
Product feature dependent
Customer segment dependent
Volume dependent
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Lean Canvas
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Value Web
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Value Web Components
Supplier Non-profit My Organization
Consumer Company Gove
Money Product Service
Right Data ReputationVirtual CreditsExposure
ExperienceLess Money
Ten Items of Transfer
Six Stakeholders
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product
service
experience
exposure
reputation
money
less money
data
right
credits
Google Adwords,
Carbon credits, U
association or IP
Patientslikeme, Fa
Giffgaff, Airline Mi
Points, Zynga
Tripadvisor, Airbn
Normal buying and selling
Commission (Flipkart, Airbnb),
Kiva, Kickstarter
Cars, Cell phones, Food
Dropbox, Olacabs, Banking
Starbucks, Nespresso, Harley-
Davidson, Couchsurfing
Examples: Items of Transfer
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DNA Newspaper
DNA
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Uber
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@nbhaskar888
[email protected]
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