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The Business Model Canvas
Your Roadmap To Success
Davender Gupta, MS, MBA
The Scaleup Project
davender@davender.com
www.davender.com
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
What is a Business Model?
How you
create,
deliver,
and capture
value
2
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
What is a Business Model Canvas?
A visual representation of the various elements of your
Business Model.
Allows you to:
 see the relationships among the parts of your model;
 identify hypothesis, assumptions and risks;
 plan validation testing (market, channels, pricing);
 find ways to add value or reduce cost;
 brainstorm market disruption strategies
3
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
4
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
The Business Model Canvas
Value Propositions
Customer Relationships
Customer Segments
Distribution Channels
Revenue StreamsCost Structure
Key Resources
Key Partners
Key Activities
5
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
1. Customer Segments
Customer Segments
6
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
1. Customer Segments
• Who are your most important users and
customers?
• You must create a detailed portrait of
each (“archetype”)
• Look beyond the obvious
• who are the stakeholders?
• who is most motivated?
• who is most underserved?
• who has the most to gain?
7
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
2. Value Proposition
Value Proposition
8
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
2. Value Proposition
For each Customer Segment:
 What is their PAIN? (B2B)
or their ACHE? (B2C)
 What is the GAIN for them to solve their pain
or ache?
 What is their DECISION TRIGGER?
9
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
The Decision Trigger
How does your solution change
the customer’s life for the better?
« What is the RETURN ON USE »
Does your offer promise enough
added value to motivate
your customer to
pull out their credit card?
10
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
3. Distribution Channels
Distribution Channels
11
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
3. Distribution Channels
How do you deliver this value at every stage of
the buying process?
• Discovery
• Evaluation
• Purchase
• Delivery
• After sales service
Physical or Virtual channel?
What is the value you add at each step?
12
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
4. Customer Relationships
Customer Relationships
13
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
4. Customer Relationships
How do you
GET,
KEEP,
and GROW
your customer base?
How do you build a loyal and enthusiastic tribe
around your offer?
14
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
5. Revenue Streams
Revenue Streams
15
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
5. Revenue Streams
How do you generate cash from each customer
segment?
 What VALUE do customers put on the benefits you provide?
 What VALUE are customers willing to pay for?
 What VALUE do customers infer from your pricing?
Revenue Streams = Strategies (What)
Pricing = Tactics (How Much and When)
Consider impact on your
GET-KEEP-GROW strategies
16
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
5. Revenue Streams
Price on VALUE – not on cost
 usage
 subscription
 rent
 license
 intermediation (affiliate)
 freemium (use with caution!)
Where can you generate revenue that others
leave on the table?
17
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
6. Key Resources
Key Resources
18
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
6. Key Resources
What infrastructure and resources do you need to deliver
what you promise?
 tools, space, locations
 personnel (qualifications, in-house or sub)
 equipment (lease or buy)
 licenses, intellectual property
 supplies (components, assemblies)
 what is scarce or difficult to get
 financial requirements
 acquisition timelines
Beware of promising
more than you can deliver!
19
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
7. Key Activities
Key Activities
20
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
7. Key Activities
What major activities (deliverables) must
be produced – when and by who?
• dependencies
• responsibilities
21
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
8. Key Partners
Key Partners
22
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
8. Key Partners
Partners
• Suppliers
• Developers
• Distributors
• Investors
• Collaborators
• Affiliates
Competitors
Alternatives
How does each partner help or hinder the
business model?
23
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
9. Cost Structure
Cost Structure
24
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
9. Cost Structure
What are the critical elements of the cost
structure?
 Fixed costs
 Variable costs
 Resource, activity, partner costs
 Infrastructure, operational, cost of sales
 Payroll costs, benefits, bonus structure, taxes
 What are the costs of each element of the business model?
 Where are the economies of scale?
 What are the risks, the unknowns?
25
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
The Business Model Canvas
Value Propositions
Customer Relationships
Customer Segments
Distribution Channels
Revenue StreamsCost Structure
Key Resources
Key Partners
Key Activities
26
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
Validating the Canvas
« The problem is that startups fall in love with
the solution too early.
They don't focus enough on the foundation of
vision and strategy to make sure it connects to
what people want and use. »
-- Ash Mauriya
27
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
Validating The Canvas
Everything on you put on your canvas is a
HYPOTHESIS.
You must VALIDATE every element through -
• Discovery (your own data)
• Research (other people’s data)
• Testing (simulation, MVP)
to uncover the VALUE INNOVATION.
28
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
29
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
30
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
31
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
www.businessmodelgeneration.co
m
32
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
What have you
learned?
How does this change
your product?
33
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015
Davender Gupta, MS, MBA
Venture Growth Strategist
Founder, The Scaleup Project
linkedin.com/in/coachdavender
slideshare.com/coachdavender
facebook.com/coachdavender
TheScaleupProject.com
davender@davender.com
514-448-1894
34
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved. v191015

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Introduction to the Business Model Canvas

  • 1. The Business Model Canvas Your Roadmap To Success Davender Gupta, MS, MBA The Scaleup Project davender@davender.com www.davender.com ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 2. What is a Business Model? How you create, deliver, and capture value 2 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 3. What is a Business Model Canvas? A visual representation of the various elements of your Business Model. Allows you to:  see the relationships among the parts of your model;  identify hypothesis, assumptions and risks;  plan validation testing (market, channels, pricing);  find ways to add value or reduce cost;  brainstorm market disruption strategies 3 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 4. 4 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 5. The Business Model Canvas Value Propositions Customer Relationships Customer Segments Distribution Channels Revenue StreamsCost Structure Key Resources Key Partners Key Activities 5 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 6. 1. Customer Segments Customer Segments 6 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 7. 1. Customer Segments • Who are your most important users and customers? • You must create a detailed portrait of each (“archetype”) • Look beyond the obvious • who are the stakeholders? • who is most motivated? • who is most underserved? • who has the most to gain? 7 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 8. 2. Value Proposition Value Proposition 8 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 9. 2. Value Proposition For each Customer Segment:  What is their PAIN? (B2B) or their ACHE? (B2C)  What is the GAIN for them to solve their pain or ache?  What is their DECISION TRIGGER? 9 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 10. The Decision Trigger How does your solution change the customer’s life for the better? « What is the RETURN ON USE » Does your offer promise enough added value to motivate your customer to pull out their credit card? 10 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 11. 3. Distribution Channels Distribution Channels 11 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 12. 3. Distribution Channels How do you deliver this value at every stage of the buying process? • Discovery • Evaluation • Purchase • Delivery • After sales service Physical or Virtual channel? What is the value you add at each step? 12 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 13. 4. Customer Relationships Customer Relationships 13 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 14. 4. Customer Relationships How do you GET, KEEP, and GROW your customer base? How do you build a loyal and enthusiastic tribe around your offer? 14 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 15. 5. Revenue Streams Revenue Streams 15 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 16. 5. Revenue Streams How do you generate cash from each customer segment?  What VALUE do customers put on the benefits you provide?  What VALUE are customers willing to pay for?  What VALUE do customers infer from your pricing? Revenue Streams = Strategies (What) Pricing = Tactics (How Much and When) Consider impact on your GET-KEEP-GROW strategies 16 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 17. 5. Revenue Streams Price on VALUE – not on cost  usage  subscription  rent  license  intermediation (affiliate)  freemium (use with caution!) Where can you generate revenue that others leave on the table? 17 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 18. 6. Key Resources Key Resources 18 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 19. 6. Key Resources What infrastructure and resources do you need to deliver what you promise?  tools, space, locations  personnel (qualifications, in-house or sub)  equipment (lease or buy)  licenses, intellectual property  supplies (components, assemblies)  what is scarce or difficult to get  financial requirements  acquisition timelines Beware of promising more than you can deliver! 19 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 20. 7. Key Activities Key Activities 20 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 21. 7. Key Activities What major activities (deliverables) must be produced – when and by who? • dependencies • responsibilities 21 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 22. 8. Key Partners Key Partners 22 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 23. 8. Key Partners Partners • Suppliers • Developers • Distributors • Investors • Collaborators • Affiliates Competitors Alternatives How does each partner help or hinder the business model? 23 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 24. 9. Cost Structure Cost Structure 24 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 25. 9. Cost Structure What are the critical elements of the cost structure?  Fixed costs  Variable costs  Resource, activity, partner costs  Infrastructure, operational, cost of sales  Payroll costs, benefits, bonus structure, taxes  What are the costs of each element of the business model?  Where are the economies of scale?  What are the risks, the unknowns? 25 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 26. The Business Model Canvas Value Propositions Customer Relationships Customer Segments Distribution Channels Revenue StreamsCost Structure Key Resources Key Partners Key Activities 26 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 27. Validating the Canvas « The problem is that startups fall in love with the solution too early. They don't focus enough on the foundation of vision and strategy to make sure it connects to what people want and use. » -- Ash Mauriya 27 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 28. Validating The Canvas Everything on you put on your canvas is a HYPOTHESIS. You must VALIDATE every element through - • Discovery (your own data) • Research (other people’s data) • Testing (simulation, MVP) to uncover the VALUE INNOVATION. 28 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 29. 29 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 30. 30 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 31. 31 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 32. www.businessmodelgeneration.co m 32 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 33. What have you learned? How does this change your product? 33 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015
  • 34. Davender Gupta, MS, MBA Venture Growth Strategist Founder, The Scaleup Project linkedin.com/in/coachdavender slideshare.com/coachdavender facebook.com/coachdavender TheScaleupProject.com davender@davender.com 514-448-1894 34 ©2019 Davender Gupta. TheScaleupProject.com davender@davender.com All Rights Reserved. v191015