Business Model Canvas Intro & Best Practices

Business Model Canvas Intro & Best Practices

Introduction to the Business Model Canvas as a strategic tool to manage entrepreneurial endeavours from an idea towards a real innovation. Lessons learned and some guidance from real world practice with many startups.

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Christian Kählig

September 16, 2012
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  1. chris&an.kaehlig@ideasenabled.com    |    +49  176  96  76  23  64

       |    h=p://www.ideasenabled.com   Business  Modeling     with  the     Business  Model  Canvas   Chris4an  Kählig   12/09/09   IDEASENABLED
  2. Many  entrepreneurs   have  high  expecta4ons  …   Mar4n  Luther

     King  Jr.   “I  have  a  dream”   ©  2012  Ideas  Enabled  GmbH   2   Image  Source:  ©  Larrison  Blogspot,  2011  
  3. 3   Image  Source:  ©  Axel  Springer  Video  –  Media

     Entrepreneur   …  and  a  business  plan   ©  2012  Ideas  Enabled  GmbH  
  4. ©  2012  Ideas  Enabled  GmbH   4   Yet  too

     many  startups  fail  …   ...   Image  source:  Modified,  based  on  Task.fm  
  5. ©  2012  Ideas  Enabled  GmbH   5   ...  due

     to  issues  in  the  following  4  key  areas   Solving  a  problem  nobody  cares  about   1   Flawed  business  model   2   External  threats   3   Poor  execu4on   4   Sources:  Own  research,  Why  business  models  fail  -­‐  Osterwalder,  2012,   Startups  are   in  search  of   a  business   model  
  6. 6   ©  2012  Ideas  Enabled  GmbH   A  Business

     Model  ...   A  business  model  describes  the   ra4onale  of  how  an  organiza4on     creates,  delivers  and  captures  value   Source:  Business  Model  Genera4on  2010,  Osterwalder/Pigneur  
  7. 7   Source:  Business  Model  TV  -­‐    Osterwalder,  2011

        ...  is  best  described  with  the  Business  Model  Canvas     ©  2012  Ideas  Enabled  GmbH  
  8. 8   Video  source:  Business  Model  TV   ©  2012

     Ideas  Enabled  GmbH   Strategic  Tool   Coherent  view  with  9  building  blocks   Visuals  &  Text   Aspects  of  the  Canvas   Key  Aeributes  
  9. ©  2012  Ideas  Enabled  GmbH   9   Image  source:

     XPLANE   Structural  Metaphor   Back-­‐End   Front-­‐End   Sohware   or   Back  Stage   Front  Stage   Theater   Aspects  of  the  Canvas  
  10. ©  2012  Ideas  Enabled  GmbH   10   Image  source:

     XPLANE       Key  Benefits   Easy  to  use  and  understand   Excellent  for  collabora4on   Great  for  geing  feedback   Aspects  of  the  Canvas  
  11. Industry  sample:  Nespresso   11   Image  source:  XPLANE  

    ©  2012  Ideas  Enabled  GmbH  
  12. 12   Image  source:  XPLANE   ©  2012  Ideas  Enabled

     GmbH   Mass-market (Nescafé) Mid-tier (Dolce Gusto) High-end (Nespresso) Industry  sample:  Nespresso  
  13. 13   Image  source:  XPLANE       Typical  process

      ©  2012  Ideas  Enabled  GmbH   Interdisciplinary  team  works  on  a  poster  on  the  wall   Use  markers  and  s4cky  notes  to  capture  items   Start  with  CS,  then  VP,  then  all  others   (1)  CS  =  Customer  Segment;    (2)  VP  =  Value  Proposi4on  
  14. 14   Real  world  sample   Clean  tech  idea  

  15. ©  2012  Ideas  Enabled  GmbH   15   Typical  challenges

     and  solu4ons   2+  Segments   Avoid  using  1  color   for  different   segments.   Use  different  colors   and  ensure     consistency.  
  16. ©  2012  Ideas  Enabled  GmbH   16   Typical  challenges

     and  solu4ons   VC  Pitches   Don‘t  use  the     canvas  in  a  VC  pitch.   Use  a  lightweight   version  instead.  
  17. ©  2012  Ideas  Enabled  GmbH   17   Typical  challenges

     and  solu4ons   Uncovered  areas   The  business  model   canvas  covers  many   but  not  all  aspects.   Make  sure  you  also   consider  e.g.  the   environment,  team   and  feasibility   ques4ons.  
  18. ©  2012  Ideas  Enabled  GmbH   18   Typical  challenges

     and  solu4ons   Fast  commit   1st   model   Don‘t  fall  in  love  with   your  ini4al  model   too  fast.     Prototype  instead.  
  19. ©  2012  Ideas  Enabled  GmbH   19   Prototype  before

     you  commit  
  20. ©  2012  Ideas  Enabled  GmbH   20   Un-­‐  

    bundled   Bait  &   Hook   Servi4-­‐   za4on   Premium   Freemium   Single   sided   A   Single   sided  B   Prototype  before  you  commit  
  21. 21   Image  source:  XPLANE   ©  2012  Ideas  Enabled

     GmbH       Baseline   Prototype  &  Assess   Choose  &  Test   Pivot  or  execute   Our  recommended  overarching  approach  
  22. 22   Don’t  forget  …  you  s4ll  need  to  execute

     well!   Image  &  info  source:  hep://www.gruenderszene.de/news/6wunderkinder-­‐wunderkit-­‐eingestellt   ©  2012  Ideas  Enabled  GmbH  
  23. f:  facebook.com/ideasenabled   t:  @ideasenabled   w:  www.ideasenabled.com   chris&an.kaehlig@ideasenabled.com

       |    +49  176  96  76  23  64    |    h=p://www.ideasenabled.com   IDEASENABLED