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BUSINESS MODEL CANVAS
Mykola Skyba
Director of the “Agency of cultural strategies," founder of
the educational platform for youth the "Next Generation
Business School“. We concentrate on the creative economy
and innovation.
Expert of the “Cultura2025" platform of strategic
initiatives. Partner in the Program "Code of City“.
I deal with the strategic consulting, in particular - how to
use the cultural resources to define the value proposition in
business. Implements the cognitive approach for decision-
making process.
WHY MODEL?
Business model generation
Business model generation
 In the strategic level the mono-logic
dos not work
 Each decision it is the composition
of the solution
 Composite logic complicated than
usual not just at times - and in
stages.
 We able to mastering with
complexity only operate by models
The top manger never works with
reality. He| she deals with some model
and uses it for creating your reality via
making solution witch base on his/her
vision of the reality and taking
responsibility for these.
Viacheslav Geraschenko , kmbs
What is being sold?
Asset Type
Financial Physical Intellectual Human
Asset Right Ownership–
Significant
Transformation
Entrepreneur
Manufacture
r
Inventor
Human
Creator
Ownership–
Limited
Transformation
(Distributor)
Financial
Trader
Wholesaler/
Retailer
IP Trader
HumanDi
stributor
Use
(Landlord)
Financial
Landlord
Physical
Landlord
Intellectu
al
Landlord
Contract
or
Matching
(Broker)
Financial
Broker
Physical
Broker
IP Broker
HR
Broker
Source: MIT eBusiness Process Repository
MIT Business Model Archetypes (BMAs)
Using this framework, researcher from MIT classify the
revenue streams of the top 1000 firms in the US
economy in fiscal year 2000 and analyze their financial
performance.
The results show that business models are a better predictor
of financial
performance than industry classifications and that some
business models do, indeed, perform
better than others. Specifically, selling the right to use assets
is more profitable and more highly
valued by the market than selling ownership of assets.
http://seeit.mit.edu/publications/BusinessModels6May2004.pdf
Business model generation
HOW TO OPERATE THE
BYSINESS MODEL?
Business model generation
BM CANVAS = ENTERPENERSHIP + DESIGN
Business model generation
THE DESIGN THINKING PROCESS
Business model generation
DROW PLEASE FIVETANGULAR STAR (don’t away your hand from the
paper)
DROW PLEASE SEVENTANGULAR STAR (don’t away your hand from
the paper)
task 1
task 2
Exercise
What in results?
.. .
.
.
.
.
.
.
.
.
.
.
..
Task 3
DROW PLEASE NINECORNER STAR (don’t away your hand from the
paper)
Exercise
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.ПРОПОЗИЦІЯ
КЛІЄНТ
РЕСУРСИ
PARTNERS
ДИСТРИБУЦІЯ
ГРОШОВИЙ ПОТІК
КАЛЬКУЛЯЦІЯ ВИ
REVENUE
PROPOSITION
CUSTOMERS
RESOURCES
RELATION/PRO
MOTION
DISTRIBUTION
COST
.
.
.
.
.
..
.
.
ПРОПОЗИЦІЯ
CUSTOMERS
PARTNERS
REVENUE
RESOURCES
RELATION/PRO
MOTION
DISTRIBUTION
COST
BUSINESS MODEL CANVAS
Business model generation
https://www.youtube.com/watch?v=wlKP-BaC0jA
Business model generation
https://www.youtube.com/watch?v=Fro8nMI8cxY The long tail model
BUSINESS MODEL CANVAS step by step
CUSTOMER SEGMENTS
1
Business model generation
Business model generation
Business model generation
Business model generation
Portrait Behavior
facts
Want and goals
Gregory House, 40+
He is doctor working in the Princeton-
Pleynsboro clinic.
He walks with a cane
Drive with the bicke Honda CBR1000RR
Repsol Replica
When Wilson call to Gregory, his phone
plays the song of ABBA "Dancing
Queen".
Want to get rid of chronic pain in the
leg.
Requires good rest.
Try to face up with complicated case
in clinical practice.
Diagnoses only briefly talking
with the client.
Tends to ignore established
rules
Often repeats: "All lie.“
Use the FB several times a week
Seek Behavior Cluster
Seek Desire Cluster
Business model generation
CHARACTERISTICS
Newness
Performance
Customization
“Getting the Job Done”
Design
What value do we deliver to the customer?
Which one of our customer’s problems are we helping to solve?
What bundles of products und services are we offering to each
Customer Segment?
Which customer needs are satisfying?
Brand/Status
Price
Cost Reduction
Risk Reduction
Accessibility
Convinced/Usability
Smart Tie
 Niche Market
Convinced
Usability
Design
Mans who
care about
you
appearanc
and invest
personal
brand
Confident in
perfections of
the image
Smart Tie
DELFAST
 Newness
 Risk Reduction
 “Getting the
 Job Done”
 Mass Market + Diversified
Delivery a small
object (7 kg
max) for a 1
hour around
city
DELFAST
Wide audie
of private
clients
Corporate
clients
Guaranty
deliveries just
in time
“Escada-М”
 Performance
 Segmented Customers
The highest
quality
plywood for
Ukrainian
market
DELFAST
Ukrainian
furniture
manufacto
and stores
%)
European
furniture
manufacto
(70 %)
High quality
and cheap raw
materials for
Italian market
 Performance
 Customization
 Design
Spend time
with children
making
something
interesting
DELFAST
Family with
children 12
 Risk
Reduction
 Accessibility
 Diversified
Improves
written
communication
in English
GRAMMARLY
job seekers,
foreign stud
and English
language
learners, an
non-native
English-spea
professiona
more than 6
leading
universities
and
corporation
instant
feedback on
the accuracy,
impact, and
credibility of
their English
writing
NetHunt CRM
 Convinced/
Usability
 Segmented Customers + Diversified
Entreprene
gmail users
around wo
who try to
familiar an
flexible wh
their busin
data and
informatio
Confident in
perfections of
the image
NetHunt
CRM
 Convinced/
Usability
Business model generation
Business model generation
Awareness Evaluation Purchase Delivery After sales
Awareness
How we do raise awareness about our company’s product
and services?
Evaluation
How we help customers evaluate our organization’s Value
Proposition
Purchase
How we allow customers to purchase specific products and
services
Delivery
How we deliver a Value Proposition to customers?
After sales
How we provide post-purchase customer support?
CHANELL TYPES
INNOVATION IN LOG
Smartphone - remote contro
of the life in the modern
world include delivery
channel of the many service
3D Printer combined with
smartphone
DELFAST
http://ua.delfast.co/en/index.html
 Delivery by
electro
bicycle
Delivery a small
object (7 kg
max) for a 1
hour around
city
DELFAST
Wide audience
of private
clients
Corporate
clients
Guaranty
deliveries just in
time
Via high
speed
electro-
bicycle
Entrepreneurs
gmail users
around worlds
who try to be
familiar and
flexible whit
their business
data and
information
Confident in
perfections of
the image
NetHunt
CRM
Via gmail,
context
adverting
Be careful with visual
communications
NB
Business model generation
CUSTOMER RELATIONSHIP
Business model generation
What type of relationship does each of our Customers
Segment expect us to establish and maintain with
them?
Which ones have we established?
How are they integrated with the rest of our business
model?
How costly are they?
 Personal assistance
 Dedicated personal assistance
 Self-service
 Automated service
 Communities
 Co-creation
Type of relationship
 Personal assistance
SMART TIE
DELFAST
 Communities
 To be face of
the brand
 Participation
in crucial
exhibition
Delivery a small
object (7 kg
max) for a 1
hour around
city
DELFAST
Wide audie
of private
clients
Corporate
clients
Guaranty
deliveries just in
time
Via high
speed
electro-
bicycle
With wide
audience online:
via FB, article, etc.
With key partner
in personal way
“What the most important thing it is
personal contact with customers.
Therefore, the main item of expenditure it
is travel the sales managers.”
Volodymyr Patias
ESKADA-M
The highest
quality
plywood for
Ukrainian
market
DELFAST
Ukrainian
furniture
manufacto
and stores
%)
European
furniture
manufacto
(70 %)
High quality and
cheap raw
materials for
Italian market
Personal
contact with
key clients in
b2b segment –
thematic
exhibition
 Co-creating
Revenue Stream
Business model generation
DELFAST
 Problem solving
With sending and
receiving small
items
DELFAST
 Fixed price
 Negotiation:
smart discount for
intelligent people
SMART TIE
NB
Crucial point: How easy it to pay?
https://www.fiserv.com/blog/the-point/planning-stay-
business-make-easy-consumers-pay-you-blog.aspx
NB
KEY RESOURSES
Business model generation
TYPES OF RESOURCES
Physical
Intellectual (brand patents,
copyright, data)
Human
Financial
Business model generation
Entreprene
gmail users
around wo
who try to
familiar an
flexible wh
their busin
data and
information
Confident in
perfections of
the image
NetHunt
CRM
New soft
Human
recourses
Internet
Personal
assistance
Via gmail,
context
adverting
DELFAST
 Founders’
charisma
 Investment
300К$
 Motivated
 bicyclist
Delivery a small
object (7 kg
max) for a 1
hour around
city
DELFAST
Wide audie
of private
clients
Corporate
clients
Guaranty
deliveries just in
time
Via high
speed
electro-
bicycle
With wide
audience online:
via FB, article, etc.
With key partner
in personal way
-Founders’
charisma
-Investment
- Motivated
bicyclist
KEY ACTIVITIES
Business model generation
Identification of Key Activities involve as assessing:
what Key Activities do our Value Propositions
require? Our Distribution Channels? Customer
Relationships? Revenue streams?
The key Activities Building Block describes
the most important things a company
must do to make its business model work
Key Activities
Key Activities can be categorized as follows:
• Production
• Problem solving
• Platform/Network
DELFAST
 Problem solving
WHAT YOU GET WITH DELFAST:
SPEED
As opposed to regular «delivery for tomorrow» DelFast will deliver your order
in an hour.
SEQURITY & SAFETY
Your goods are insured for amount up to UAH 10,000 according to agreement.
FLEXIBLE COOPERATION
We deliver goods either from e-shops or from individuals from hands to hands.
ECOLOGICAL COMPATIBILITY
We only use electric transport, thus preserving air purity.
GOOD TESTIMONIALS
Our courier will get adjusted to your customers’ schedule. As a result — everyone
is pleased!
Delivery a small
object (7 kg
max) for a 1
hour around
city
DELFAST
Wide
audience
of private
clients
Corporate
clients
Guaranty
deliveries just in
time Via high
speed
electro-
bicycle
With wide
audience online:
via FB, article, etc.
With key partner
in personal way
-Founders’
charisma
-Investment
- Motivated
bicyclist
- R&D (bicycle)
- Expand the
network of the
service point
- Earns the
investment
- Makes
delivery
Investors
KEY PARTNERSHIP
Business model generation
Business model generation
The highest
quality
plywood for
Ukrainian
market
ESKADA-M
Ukrainian
furniture
manufacto
and stores
%)
European
furniture
manufacto
(70 %)
High quality and
cheap raw
materials for
Italian market
Personal
contact with
key clients in
b2b segment –
thematic
exhibition
-Founders’
charisma
-Investment
- Motivated
bicyclist
Fast electro bike
-Founders’
charisma
-Investment
- Motivated
bicyclist
kmbs
Strategy, skills
Delivery a small
object (7 kg
max) for a 1
hour around
city
DELFAST
Wide audie
of private
clients
Corporate
clients
Guaranty
deliveries just in
time Via high
speed
electro-
bicycle
With wide
audience online:
via FB, article, etc.
With key partner
in personal way
-Founders’
charisma
-Investment
- Motivated
bicyclist
- R&D (bicycle)
- Expand the
network of the
service point
- Earns the
investment
- Makes
delivery
Investors
Privat bank
«Нова
Пошта»
Kniga.biz.ua
Citrus.ua
Eda.ua
Bodo
Business model generation
Business model generation
WHAT YOU MUST TO KNOW WORKING
with BUSINESS MODEL CANVAS
• Don’t fall in love in you first Business Model
• Divide facts from hypothesis
• The work with canvases – it is Iteration
process
• The work with canvases – it is Iteration
process
• Face up with unknowing
• Pay most attention for value
• Develop empathy
• Annalise environment
• Deal with ideation
• Prototyping
• Look around
Fact
Hypothetic
HypotheticHypothetic
Hypothetic
Hypothetic
Hypothetic
Fact
Fact
Fact
Fact
Hypothetic
Hypothetic
Fact Hypothetic
Hypothetic
Fact
Hypothetic
Divide facts from hypothesis
Systematically test your model
Pay attention for unknowing
Pay most attention to the value
http://www.businessmodelgeneration.com/canvas/vpc
Business model generation
https://www.youtube.com/watch?v=7-WNQgVLf2s
Business model generation
Business model generation
Business model generation
Business model generation
IDEATION SESSION
PROTOTYPING
Innovation (Інновації) Competition (Конкуренція)
Demographics
(Демографія)
Economics
(Економіка)
Infrastructure
(Інфраструктура) -
Partners
Social
trends
(Тенденції
суспільного
розвитку)
Regulation
(нормативно-правова
база)
LOOK AROUND
Business model generation
Case # 1
You are a top manager of the ski resort. You have reached the status of
number one site for lovers of active winter recreation. Your company has
attracted significant investment in infrastructure and improved service.
But skiing season is very short. On average, within four months of the
resort receives profits. The rest of the time you spend earned money on
hotels and service equipment. And you need to return the investment and
stay competitive.
Your actions?
Bukovel:
Project “The Carpathian sea”
Case # 2
You are the head of a hospital specializing in the treatment of asthma.
Every day in your area of responsibility turns about 5,000 patients - most
of them children. Asthma that causes the disease is sudden and
treacherous.
As many as 3 out of 4 asthma sufferers fail to use their inhalers correctly,
which contributes to the thousands of avoidable asthma hospital
admissions each year.
You and your team's have task: find a way of increasing the efficacy of
therapeutic compounds ASAP. On this will depend the life and health of
patients, the reputation of your clinic.
Your actions?
T-Haler device
Business model generation
7. Ideation:
http://treilanderror.blogspot.com/2011_02_01_archive.html
http://surroundingsignifiers.com/training/
8. Visual thinking
https://slidemodel.com/templates/visual-thinking-methodology-
powerpoint-diagram/
1. http://alexosterwalder.com/
2.https://alpinabook-a.akamaihd.net/iblock/0cb/listalka_bmg_p1-30.pdf
3.http://www.businessmodelgeneration.com/canvas/bmc
4.http://www.businessmodelgeneration.com/downloads/business_model_canvas_
poster.pdf
5. https://canvanizer.com/new/business-model-canvas
6. https://www.youtube.com/watch?v=2tdpNKdH7sM
links
THANKS FOR ATTENTION 
Mykola Skyba,
myskyba@gmail.com

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Business model generation