Summary CIA:
Business model canvas
The business model canvas gives you the structure of a business plan. Together these elements
provide a pretty coherent view of the business key drivers.
The canvas has nine elements:
1. Customer segments: who are the customers? What do they think? See? Feel? Do?
o Segment dimensions; it is a single or a multi-sided market. Multi sided market; multiple segments
and sides = EX: CNN has reader and advertisers
o Segment composition: Look for individual customer types as Personas. Understand what they
think, feel and do in your product area. List buyers and users of your product.
o Output: a list of organized personas. When you have more prioritize the best one.
EX: Family, 2 young kids (aged 8 & 10).
2. Value propositions: what’s compelling about the proposition? Why do customers buy, use?
o Which value propositions does the customer prefer to their current alternatives.
o What things do you actually do that causes the customer to pick you over competition?
EX: trust, safety, quality time, relaxing, experience, family friendly, all inclusive (no worries).
3. Channels: How are propositions promoted, sold and delivered? Why is it working?
o Channels include entities you use to communicate your proposition to your segments, as well as
you sell your product and customer service.
o Website, google Adwords or a third party (insurance, fixing something.
o Think through the customer service and get the attention of the customer via long term thinking.
EX: travel agency, website, e-mail, phone, trip advisor
4. Customer relationships: how do you interact with the customer through their ‘’journey’’.
Business model canvas
The business model canvas gives you the structure of a business plan. Together these elements
provide a pretty coherent view of the business key drivers.
The canvas has nine elements:
1. Customer segments: who are the customers? What do they think? See? Feel? Do?
o Segment dimensions; it is a single or a multi-sided market. Multi sided market; multiple segments
and sides = EX: CNN has reader and advertisers
o Segment composition: Look for individual customer types as Personas. Understand what they
think, feel and do in your product area. List buyers and users of your product.
o Output: a list of organized personas. When you have more prioritize the best one.
EX: Family, 2 young kids (aged 8 & 10).
2. Value propositions: what’s compelling about the proposition? Why do customers buy, use?
o Which value propositions does the customer prefer to their current alternatives.
o What things do you actually do that causes the customer to pick you over competition?
EX: trust, safety, quality time, relaxing, experience, family friendly, all inclusive (no worries).
3. Channels: How are propositions promoted, sold and delivered? Why is it working?
o Channels include entities you use to communicate your proposition to your segments, as well as
you sell your product and customer service.
o Website, google Adwords or a third party (insurance, fixing something.
o Think through the customer service and get the attention of the customer via long term thinking.
EX: travel agency, website, e-mail, phone, trip advisor
4. Customer relationships: how do you interact with the customer through their ‘’journey’’.
