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Building a business
model
@benmumbycroft
1.  To introduce you to the business model canvas
2.  Understand its key components
3.  Why it’s useful for start-ups
4.  and get you to learn by doing
Today’s session
I know what you’re
thinking… who is this
guy?
(and why should I listen to him)
Enterprise
Educator
MarketING
Will be
creative
for food.
business plans
vs startups
The purpose of planning is to
move you from thinking to
doing…
1. Thinking
1. Thinking 2. Searching
1. Thinking 2. Searching 3. Doing
As quickly as
possible!
A startup is NOT a small
version of a big company
waiting to grow up!
Steve blank
A startup is very often a
business idea in search of a
business model
Established companies
Execute plans against an established
business model
Established companies
Execute plans against an established
business model
Startups
Need to search for a scalable &
profitable business model
BUT that doesn’t mean that
planning doesn’t have an
important role
You just need to find a healthy
balance
Vs
Alexander
osterwalder
A business model how an
organisation creates, delivers
and captures value
any business model can be
broken into 9 key components
Key idea
2. 1.
3.
4.
5.
6.
7.
8.
9.
RIGHT CANVAS
value
LEFT CANVAS
efficiency
RIGHT CANVAS
value
LEFT BRAIN
Logic
RIGHT BRAIN
Emotion
1. Thinking 2. Searching 3. Doing
1. Thinking 2. Searching 3. Doing
1. Thinking 2. Searching 3. Doing
9 key sections
For example:
•  Mass market
•  Niche market
•  Segmented
•  Diversified
•  Multi-sided
1. Customer Segments
Can be:
•  Quantitative
(e.g. price, speed of service etc.)
•  Qualitative
(e.g. design, customer service etc.)
2. Value propositions
“In a world where
everyone is after your
business you must supply
your customers with a
compelling reason to buy
you instead of your
competitor.”
Jack Trout
For example:
•  Direct
-  Own store
-  Website
•  Indirect
-  Partner stores
-  Wholesalers
3. channels
For example:
•  Personal
•  Dedicated
•  Self-service
•  Communities
•  Co-creation
4. Customer relationships
For example:
•  Asset sale
•  Usage fee
•  Subscription
•  Leasing
•  Licensing
•  Advertising
5. Revenue streams
For example:
•  Physical
•  Intellectual
•  Human
•  Financial
6. Key resources
For example:
•  Production
•  Problem solving
•  Platform/Network
7. Key activities
For example:
•  Strategic alliance
•  Coopetition
•  Joint venture
•  Buyer-supplier
relationships
8. Key partners
For example:
•  Cost driven
•  Value driven
•  Fixed costs
•  Variable costs
•  Economies of scale
•  Economies of scope
9. Cost structure
Visual Thinking
Key benefits
1. Fast and easy to complete
2. Encourages iteration and prototyping
3. Utilises visual thinking
4. Easy to share
5. Enables everyone to see ‘the big picture’
6. Provides structure but light touch
YOUR TURN!
exercise
10-minutes – working individually or in teams
Option A – create a business model canvas for your own
business idea or start-up
Option B – reverse engineer a business model canvas for
one of the companies on the next slide
2. 1.
3.
4.
5.
6.
7.
8.
9.
Find out more
Buy the book Download the appVisit the website
www.businessmodelgeneration.com
And Finally…
NEEDS YOU!
www.oneltd.co.uk
@oneltd

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