ServiceScienceUniMiB

F9101Q022BusinessModelCanvas

Instruments&Purposes•Goal• Tocommunicate importantinformationtoinvestors• Toreasonanddiscussaboutthebusiness/service/…

• Instruments• BusinessPlan• Verylargedocument(till100pages)• Providesinformationtojustify theentrepreneurassumptionsabouttheproblem,opportunity,marketsize,solution,competitors,andteam

• BusinessModelCanvass• onepage• illustrateshowacompanycreates,delivers,andcaptures valueandtheinteractions betweenthedifferentpartsofthecompany

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BusinessModelCanvass

Overview

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NotConfirmedTale• Twogroupslookingforfunds• Thefirstgroup• Theyspentfourmonthswritinga60-pagebusinessplanwith12pagesofspreadsheets.Theyfocusedoncollectinginformationtojustifytheirassumptionsabouttheproblem,opportunity,marketsize,solution,competitionandteam• Theyprepareda5-yearsalesforecast,afive-yearProfit&Lossstatement,balancesheet,cashflow...Theyprepareda15slidepresentationandwerereadytogopitch• However,oncetheygottheirproducttoactualusers,theyrealizedthatatleasthalfoftheirkeyassumptionswerewrong

• Thesecondgroup• Theydecidednottospendtimewritingadetailedbusinessplan.Instead,theyfocusedonbuildingandtestingtheirbusinessmodel• Abusinessmodelisbestpresentedthroughabusinesscanvas(moreonnextslide)

https://articles.bplans.com/how-to-write-a-business-plan/

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BusinessCanvas•ABusinessCanvasisusuallyaonepagedocument(e.g.,A4,oraposter)• Itillustrateshowacompanycreates,delivers andcapturesvalue bypresentingtheinteractionsbetweenthedifferentpartsofthecompany•E.g..TheProfit-FirstBusinessModelCanvasà• Itfocusesonthe9questionstobeprofitable 5

3.Channels

1.CustomerSegments2.Value

Propositions

4.CustomerRelationships

5.RevenueStreams

7.KeyResources

6.KeyActivities

9.CostStructure

8.KeyPartners

ABusinessCanvasFrameworkExample

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KeyPartners CustomerSegments

KeyActivities

KeyResources

ValuePropositions

CustomerRelationships

Channels

CostStructure RevenueStreams

• Someexplainingvideoshttps://www.youtube.com/watch?v=QoAOzMTLP5shttps://www.youtube.com/watch?v=IP0cUBWTgpY

QuestionsbehindEachSection• 1)ValueProposition.Whatarethecustomerneeds orproblems addressed?• 2)CustomerSegments.Whoarethey,whytheybuy,...?• 3)Channels.Howdoestheproduct/service/...reachthecustomers?• 4)Customerrelationships.Howdoesacompanyget,keep,andgrow customers?• 5)Revenuestreams.Howdoyoumakemoney?Revenuemodels,pricing,Whatvaluearethecustomerpayingfor?

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QuestionsbehindEachSection(2)• 6)Resources.Whatarethemostimportantassets andkeyresources?E.g.,Finance (Raisingmoney,lineofcredit,...),physical(manufacturing,machines,vehicles),Intellectual (Patents,Customerlists,...),human (keypeople)• 7)Keypartnership.Whoarethekeypartnersandsuppliers?Whatkeyresourcesareweacquiringfromthem?Whatkeyactivitiesdotheyperform?• 8)Keyactivities.Whatarethemostimportantthingstodo tomakethebusinessmodelwork?E.g.,production,problemsolving,supplychainmanagement,...• 9)Costs.Whatarecostsandexpensestooperatethebusinessmodel?Whatarethemostimportantcosts?Whatarethemostexpensiveresources?Whatkeyactivitiesarethemostexpensive?Fixedcosts/VariableCosts,Economiesofscale

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BusinessCanvasvsBusinessPlan• Thelevelofdetail• Abusinessplancantop100pages(though,thatisn’trecommended!)• Abusinesscanvashas1page!

• Abusinessplan,oncecreated,itisexpectedtobeastaticdocument• Thetypicalbusinessplanplotseconomicsthrough3to5years• Milestonesnotmetrequirecorrectiveactions

• Thebusinesscanvas• spendsalotlesstimetryingtobackupassumptionssinceitrealizesthattheyarejustassumptions• focusesonquicklyidentifyingandtesting broaderassumptions orhypotheses

• Thebusinesscanvasisadynamicdocument• Ifassumptionsareadjustedthebusinesscanvaswillbeupdatedaccordingly

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BMC,firstdraft

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FBisamultisidednetwork,whereseveraldistinctuser

groupsprovideeachother

withnetworkbenefits

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Zazcar isacarsharingstartupandthefirstcarshare

operatorinLatinAmerica

IoT BusinessModelCanvas

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Tools•PowerPoint•https://canvanizer.com/•…

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Proposteperl’attivitàdilaboratorio

• Sviluppareiprimipassidiun’ideaimprenditoriale• Attivitàdasvolgere(daportareall’esame):• BusinessModelCanvas• Definireiprocessiperlarealizzazionedell’ideadiservizio• Produrreunarelazione/presentazioneconladescrizionedell’idea• Progettarel’MVPiniziale

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Proposta1•Propostalibera•Requisitiminimi• Lavoratecomesedovestecreareunastart-up•Doveteoffrireunprodotto/servizioinnovativobasatosu,ocheabbiaachefarecon,l’analisideidati

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Proposta2•Voletecreareunastart-upche:• Fascrapingdeisitichepropongonooffertedivenditadicase(real-estatewebsites)•Calcolateinformazionisuiprezzimediperarea(suddivisimagaripertipologiedicase)•…(ilrestodovetedeciderlovoi)

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Proposta3ProgettosugliOpenDatadellaLombardia• Fontedati:OpenDataLombardiahttps://www.dati.lombardia.it/• Scegliereunsettore(e.g.,Ambiente,Sanità…)• Sceglierel’ideadiazienda/serviziodasviluppare• Identificareidatinecessariall’ideadiazienda/serviziosceltieverificarneladisponibilitàe,inparte,laqualità• Cercare,senecessario,altridati

• Identificareiprincipaliindicatoridianalisidaestrarredaidati• Definireiprocessiperlarealizzazionedell’ideadiservizio• RealizzareilBusinessModelCanvas dell’idea• Produrreunarelazione/presentazioneconladescrizionedell’idea

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Modalitàdilavoro•Visuggeriamodiformaredeigruppi• Illavorosisvolgerà•Duranteleultimeoredelcorsodilezione/esercitazione• Fuorilezione(homework)• Ilprodottofinaledeveesserepresentatoall’esame

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Esempiprogettipassati

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SPSmartPhone