Steps to fill in the Business Model Canvas.

1. Customer Segments:
Customer Segment block is to present the list of Personas, organized by Customer
Segment.
If you have more than one segment. It is always recommended to prioritize them.
? Who would you pitch first if you could only pitch one? Who next? And so forth
? For whom are we creating value?
? Who are our most important customers?
Examples:
o Mass Market
o Niche Market
o Segmented
o Diversified
o Multi-sided Platform
2. Value Propositions:
The Value Propositions business block aims at providing answers to the following
questions:
? What value do we deliver to the customer?
? Which one of our customer s problems are we helping to solve?
? What bundles of products and services are we offering to each Customer Segment
?
? Which customer needs are we satisfying?
Examples:
o characteristics
o Newness
o Performance
o Customization
o Getting the Job Done
o Design
o Brand/Status
o Price
o Cost Reduction
o Risk Reduction
o Accessibility
o Convenience/Usability
3. Channels:
This business block comprises of a list of important Channels, linked to Persona
s or
Segments if they differ substantially. Make notes on what steps are relevant for
each-

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9 |
promotion, sales, service, etc. This business block provides answers to the foll
owing
questions:
? Through which Channels do our Customer Segments want to be reached?
? How are we reaching them now?
? How are our Channels integrated?
? Which ones work best?
? Which ones are most cost-efficient?
? How are we integrating them with customer routines?
4. Customer Relationship:
The customer relationship business block answers the following questions:
? What type of relationship does each of our Customer Segments expect us to esta

blish
and maintain with them?
? Which ones have we established?
? How are they integrated with the rest of our business model?
? How costly are they?
Examples:
o Personal assistance
o Dedicated Personal Assistance
o Self-Service
o Automated Services
o Communities
o Co-creation
5. Revenue Streams:
Revenue Streams block of Business Model Canvas aims at answering the following
questions:
? For what value are our customers really willing to pay?
? For what do they currently pay?
? How are they currently paying?
? How would they prefer to pay?
? How much does each Revenue Stream contribute to overall revenues?
Types of Revenue Streams:
o Asset sale
o Usage fee
o Subscription Fees
o Lending/Renting/Leasing
o Licensing
o Brokerage fees
o Advertising

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9 |
o fixed pricing
o List Price
o Product feature dependent
o Customer segment dependent
o Volume dependent
o dynamic pricing
o Negotiation (bargaining)
o Yield Management
o Real-time-Market
6. Key Activities:
The Key Activities block aims at answering the following set of questions in you
r business
model:
? What Key Activities do our Value Propositions require?
? Our Distribution Channels?
? Customer Relationships?
? Revenue streams?
Categories
o Production
o Problem Solving
o Platform/Network
7. Key Resources:
This segment of the business model canvas answers the following questions.

? What Key Resources do our Value Propositions require?

? Our Distribution Channels? Customer Relationships?
? Revenue Streams?
Types of resources
o Physical
o Intellectual (brand patents, copyrights, data)
o Human
o Financial
8. Key Partnerships:
It is always recommended to map Key Partners to Key Activities. If an activity i
s key, it s still
part of your business model. This is a way to denote which specific Partners are
handling
various Key Activities for you. This business block is intended to answer the fo
llowing
questions:
? Who are our Key Partners?

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? Who are our key suppliers?
? Which Key Resources are we acquiring from partners?
? Which Key Activities do partners perform?
Motivations for partnerships
o Optimization and economy
o Reduction of risk and uncertainty
o Acquisition of particular resources and activities
9. Cost Structure:
Cost Structure business block provides a list of Cost Structure elements with no
tes on their
relationship to Key Activities.
This block in the business model answers the following questions:
? What are the most important costs inherent in our business model?
? Which Key Resources are most expensive?
? Which Key Activities are most expensive?
? Is your business more
? Cost Driven (leanest cost structure, low price value proposition, maximum
automation, extensive outsourcing)
? Value Driven (focused on value creation, premium value proposition)
Sample characteristics
o Fixed Costs (salaries, rents, utilities)
o Variable costs
o Economies of scale
o Economies of scope