Together these elements provide a pretty coherent view of a business’ key drivers– •: Who are the customers? What do they think? •: What’s compelling about the proposition? Why do customers buy, use? •: How are these propositions promoted, sold and delivered? Is it working? Article: how to collect stories with pagemaker for mac.
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•: How do you interact with the customer through their ‘journey’? •: How does the business earn revenue from the value propositions? •: What uniquely strategic things does the business do to deliver its proposition? •: What unique strategic assets must the business have to compete?
•: What can the company not do so it can focus on its Key Activities? •: What are the business’ major cost drivers? How are they linked to revenue? The Canvas is popular with entrepreneurs and intrapreneurs for business model innovation. Fundamentally, I find it delivers three things: • Focus: Stripping away the 40+ pages of ‘stuff’ in a traditional business plan, I’ve seen users of the BMC improve their clarify and focus on what’s driving the business (and what’s non-core and getting in the way).
• Flexibility: It’s alot easier to tweak the model and try things (from a planning perspective) with something that’s sitting on a single page. • Transparency: Your team will have a much easier time understanding your business model and be much more likely to buy in to your vision when it’s laid out on a single page.
How do I get started? The first time you engage with the canvas, I recommend printing it out or projecting it on a whiteboard and going to town (see below for a PDF). Fill out the elements for your business and then ask yourself ‘Does this make sense?’ ‘What are the most important linkages and components of the model?’ If you’re ready to put together something a little more formal (for distribution, presentation, etc.) here’s a Google App’s template you can copy or download as MSFT PowerPoint: If the canvas is working for you, you’ll probably end up editing it a lot and presenting it, so there are a few options below for documenting your canvas in an editable format.
Canvas Presentation Printable PDF Google Doc/PowerPoint Omnigraffle* Stratygizer Web App Good for Brainstorming alone or in a small group Documenting the Canvas in Google Doc’s or MS Office (PowerPoint) Documenting a canvas (if you have a Mac & Omnigraffle) This is a nice tool and very robust. By the way You can take any of these and project them on to a whiteboard for group sessions This uses the presentation app in Google Doc’s, which does a pretty good job of exporting to PowerPoint.LINK TO INSTRUCTIONS This one uses layering to manage the canvas This one needs a little more set up but has lots of features *Omnigraffle a popular diagramming program for the Mac. It has a fairly easy to use layering environment which you may find handy as you want to tinker with and produce different views of the canvas. You can for free (the basic paid version is $99). What if I want more structure to work through this? If you’d like a little more structure, the link below will take you to a related curriculum item that has workshop slides, prep.
Items, and agenda. Otherwise, the next sections (10 steps) offer a tutorial on how to use the template. The closing sections describe how to use the Google Doc’s/PowerPoint and Omnigraffle templates. Step 1 (of 10): Customer Segments For purposes of using the canvas you should make sure you can answer these questions: 1. Segment Dimensions Do you have a single or multi-sided market? If you have a multi-sided market you’ll have at least as many segments as you have sides. An example of such a market is a media property like CNN.com: they have readers on the one side and advertisers on the other.
Segment Composition If the segment dimensions are the ‘macro’ analysis of your customer base, then looking within each segment at individual customer types as ‘Personas’ is the ‘micro’. As with economics, this is where most of action happens. You should be able to visualize these Personas- what kind of shoes do they wear?
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