Adaptation of Osterwald

1. BUSINESS MODEL
CANVAS
HOW TO DOCUMENT YOUR
BUSINESS MODEL HYPOTHESES
ASH MAURYA
@ashmaurya
http://www.ashmaurya.com

2. The Validated Learning Loop

3. The Validated Learning Loop
Not just limited to code

4. Start with Worksheets

5. Customer Discovery Worksheets
1. Product
2. Customer
Steve Blank 3. Channel/Pricing
4. Demand Creation
5. Market Type
6. Competition

6. Simplified Customer Discovery Worksheets
1. C-P-S Hypothesis
2. Business Model Hypothesis
- Business Assumptions
- MVP Assumptions
- Funnel Assumptions

7. 3 Facets of a Business Model Hypotheses
1. WHAT: Problem
What is the problem you are trying to solve?
2. WHO: Customer
Who has the problem?
3. HOW: Product/Market
How do you solve this problem?
How big is this market?
How are you going to reach this customer?
How do you drive demand?
How will you make money?

8. Then get it down tighter

9. Business Model vs Business Plan

10. Business Model vs Business Plan
A document investors make you write
that they don’t read

11. Business Model vs Business Plan
A single diagram of your business

12. Business Model Canvas
Alex Osterwalder
Business Model Canvas
Key Partners Key Activities Value Customer Customer
Proposition Relationships Segments
Key Channels
Resources
Cost Structure Revenue Streams

13. Business Model Canvas
Alex Osterwalder
Business Model Canvas
Applied to 4 Steps to Epiphany:
http://thestartuptoolkit.com

15. Business Model Canvas
Alex Osterwalder
Business Model Canvas
Applied to 4 Steps to Epiphany:
http://thestartuptoolkit.com
One more iteration:
http://www.wiredreach.com/runninglean.html

16. Problem Solution Unique Value Unfair Customer
Proposition Advantage Segments
Key Activity Channels
Cost Structure Revenue Streams

17. Problem Solution Unique Value Unfair Customer
Proposition Advantage Segments
Key Activity Channels
Cost Structure Revenue Streams
PRODUCT MARKET

18. P S UVP UA CS
Top 3 problems
KA CH
C$ R$

19. P S UVP UA CS
Top 3 problems Target customers
KA CH
C$ R$

20. P S UVP UA CS
Top 3 problems Top 3 features Target customers
KA CH
C$ R$

21. P S UVP UA CS
Top 3 problems Top 3 features Single, clear, Target customers
compelling message
that states why you
are different and
worth buying
KA CH
C$ R$

22. P S UVP UA CS
Top 3 problems Top 3 features Single, clear, Target customers
compelling message
that states why you
are different and
worth buying
KA CH
Activity that drives
retention/revenue
C$ R$

23. P S UVP UA CS
Top 3 problems Top 3 features Single, clear, Target customers
compelling message
that states why you
are different and
worth buying
KA CH
Activity that drives Path to customers
retention/revenue
C$ R$

24. P S UVP UA CS
Top 3 problems Top 3 features Single, clear, Can’t be easily copied Target customers
compelling message or bought
that states why you
are different and
worth buying
KA CH
Activity that drives Path to customers
retention/revenue
C$ R$

25. P S UVP UA CS
Top 3 problems Top 3 features Single, clear, Can’t be easily copied Target customers
compelling message or bought
that states why you
are different and
worth buying
KA CH
Activity that drives Path to customers
retention/revenue
C$ R$
Customer Acquisition Costs
Distribution Costs
Hosting
People, etc.

26. P S UVP UA CS
Top 3 problems Top 3 features Single, clear, Can’t be easily copied Target customers
compelling message or bought
that states why you
are different and
worth buying
KA CH
Activity that drives Path to customers
retention/revenue
C$ R$
Customer Acquisition Costs Revenue Model
Distribution Costs Life Time Value
Hosting Revenue
People, etc. Gross Margin

27. Thanks!
ASH MAURYA
@ashmaurya
http://www.ashmaurya.com