CHUYÊN ĐỀ 4.2 MÔ HÌNH KINH DOANH CANVAS BUSINESS MODEL CANVAS

A business model describes how an idea will create value. Business model: DefinitionProduct service sales Subscription to a service Ad revenue How do they make money?Commission Freemium How do they make money?You can visualize your business model using a business model canvas… Building your business model¡BMs are useful to think through all critical aspects of a business: A checklist ¡BMs are useful to communicate your business concept through a common language Who is(are) the target customer(s)? § Mass market Vs niche § Single segment Vs multisegments § Multisided platforms (serving several interdependent customer segments)

CHUYÊN ĐỀ 4.2 MÔ HÌNH KINH DOANH CANVAS

BUSINESS MODEL CANVAS

A business model describes

how an idea will create

value.

Business model: Definition

Product & service

How do they make money?

Freemium Commission

How do they make money?

You can visualize your business model

using a business model canvas…

Building your business model

WHY SHOULD YOU CARE ABOUT

BM'S?

Value proposition

• How might you make $ from this?

• What value, other than money, are you hoping to create?

Customer relationships

Channels

Customer segments

Do you have multiple customer segments?

What types of interactions will your customers expect to have with you?

What will it cost for:

Product development?

Sales? Other?

THE BM CANVAS

Business Model Generation,

By A Osterwalder

& Y Pigneur

¡ Who is(are) the target

customer(s)?

§ Mass market Vs niche

§ Single segment Vs

multi-segments

§ Multi-sided platforms (serving

several interdependent customer

segments)

#1: CUSTOMER SEGMENTS

¡ Perceived value may be a

combination of ECONOMIC value

(benefits to customer) and SOCIAL

value (benefits to others)

#2: VALUE PROPOSITION

Product + Services + Brand

=OFFER Actual price

Perceived value

$$$$

$$$

¡ What CR do we want to establish and maintain with our target customers?

=Cash we generate from each

§ Consumer data sale to third-party

¡ Can mix: e.g "freemium"

#5: REVENUE STREAM(S)

¡ Most important assets required to run the business ops

¡ What key activities are critical to the

success of our BM? Esp to deliver the value

¡ What are the cost drivers of our business?

§ Product Costing, but also Activity-Based Costing (ABC)

§ Variable Vs Fixed costs

=> Break-even point

=> Size-related economies

=> Scalability

#9: COST STRUCTURE

THE BM CANVAS: EXAMPLE

Business Model Generation,

By A Osterwalder

& Y Pigneur

¡ Razor-and-blades

¡ Free / Premium / Freemium

¡ "Long Tail": Selling a large

number of items in small

quantities (e.g businesses

offering a large catalog)

¡ Multi-sided platforms

¡ Open Source

PATTERNS IN BM'S

BM INNOVATION:

CHALLENGE INDUSTRY NORMS

Business Model Generation,

By A Osterwalder

& Y Pigneur

TRY VARIOUS COMBINATIONS

¡ The BM approach focuses on

economic imperatives (break-even

point, sustainability of operational

profits), NOT competitive