BUSINESS MODEL CANVAS SKYWALKER 2017
/ / / Certified Master Coach Senior Interim Manager Algida ATTICA BANK
: Έ
: : : Projects One-to-One Mentoring
wwwkemelgr
marketing startups BMC Alexander Osterwalder 6
Startup startup Business Model 7
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Why 9 out of 10 startups fail (according to their founders) 9
Start-up (No Market Need) Έ (Run out of Cash) (Not the Right Team) (Get Overcompleted) / (Pricing/Cost Issues) (Poor Product) / (Need/Lack of Business Model) (Poor) Marketing (Ignore Customers) / (Lost Focus) 10
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Marketing /
4 Marketing Mix Henry Ford ebay Motors!!! 1925 Ford Model T Best car buying apps 13
Marketing ( All Star 2 ) ) φ 1917 Converse ( ( ) υ ό (No skid ) Δ φο Α ώ Π ο ωπ ό υ ο Hashtag π 14
4 Marketing Marketing Mix 4 marketing Marketing Mix 15
4 Product Marketing Mix Customer Life Cycle Database Marketing CRM (Customer Relationship Marketing) Customer Life Cycle Product Life Cycle Internet 90 Interactive Marketing Web Marketing Social Media Mobile Marketing Πη ή: OgilvyOne 16
4 Marketing Mix 3 Paid: TV spots PPC Ads Posters Owned: Web Page Blogs Apps Facebook page Earned: Re-tweets Facebook word-of-mouth 17
4 Customer Journey/Life Cycle Mapping Before Purchase Touch Points Awareness Evaluation Marketing Mix Purchase Purchase After Purchase Usage Loyalty Website E-Shop Face to Face In-Store Call Center Facebook Reviews Web Forums Email Post Print/TV 18
Channels Customer Relationship Customer Journey Touch point Mapping 19
4 Customer Journey/Life Cycle Mapping Touch Points Before Purchase Awareness Website LeRoy Merlin Praktiker Media Markt E-Shop Salonica e-shop ά shops Face to Face Evaluation Marketing Mix Purchase Purchase After Purchase Usage Loyalty Installation Video By Broil King Broil King Salonica e-shop ι ι ή οσφο ά Φί ος Chalandri Shop Π βή/ ο ό ηση LeRoi MerlinMedia Markt Chalandri In-Store Ε ο ή/α ο ά Call Center Facebook Amazon Various Brands Reviews Skroutz/ ι ές ιο ό ηση Web Forums Ε χ ισ ή ιο email Email Α οσ ο ή/courrier Post Print/TV ές/ tips 20
4 Marketing Mix B2C (Sales = Performance + Emotion/Price) (Engagement) SAVE 21
4 Marketing Mix (product) / (Solution) 22
4 Marketing Mix (place) (Access) 23
4 Marketing Mix (price) (Value) / Εσω ό ι ή ηση 24
4 Marketing Mix (promotion) (engagement) (Education) /PR/ 25
4 Marketing Mix 4 Marketing Mix USP (Unique Selling Proposition) marketing 1-2 26
4 Ό Canvas Marketing Mix Business Model 4 SAVE 27
Value Proposition Canvas ( ( ( ) / / ) ) ( ) ( ( ) ) ( ) 28
Έ Alexander Osterwalder 29
: Alexander Osterwalder & Yves Pigneur 30
9 Key Partners Key Activities Key Resources Cost Structure Value Proposition Customer Relationship Customer Segments Channels Revenue Streams 31
Π ι φή Ε ω ήσ ις σ ή ωσης ω 9 ο ή ω Key Partners Ποιοι ί ι οι ύ ιοι ο θ ές ς? Ποι σ ι ά έσ ο ά ό σ ά ς ς? Ποι ς ύ ι ς σ ιό ς ού σ ά ς ς? Ποι ς θο ισ ι ές σ ι ές ι ι ές ι σί ς ι ί: ο ι ό ί? ά ι ι οι ίς ι ι ο ής? Οι οές σό? Key Resources Ποιούς ύ ιο ς ό ο ς/ έσ ι ί: Η ο ι ό ί? ά ι ι οι ίς ι ι ο ής? ι ές σ έσ ις? Οι οές σό? Cost Structure Τι ί έ ο σ άθ ι ή ο ά? Ποιο όβ / άθ ι ής ο ά ς βο θά θ ί? Τι έσ ς οϊό ι/ σιώ οσφέ ο σ άθ ι ή ο ά? Ποι ς ά ς άθ ι ής ο ά ς ι ο οιού? Ποιο ί ι ο «ά ισ ο βιώσι ο» οϊό /MVP? Customer Relationship Customer Segments Π ς ι ι ι ό σ οσέ ισ ό σ έ σ ύ σ ι ισ ό ώ? Π ς ισ έο ι οι ά σ οι ί ο business model? Πόσο ά ί ι? Channels Μέσ οιώ ιώ ιθ ού οι ά ς ς ο ς οσ ίσο? Π ς ο ς οσ ί ο ά ς ι ί ς? Ποιά ά ι ί ι ιο ο ο ι ά? Μ ι όσ ος? Π ςσ έο ι ις σ ήθ ι ς ώ? Γι οι ς ι ές ο ά ς ιο ού ί? Ποιοι ί ι οι ιο σ ι οί ς ά ς? Π ς ιφο ο οιού ι ο φι ά ι ο φι ά? Revenue Streams [Γι οι ώσο? Τι ο ά ο Π ς θ ο ι Π ς ι έ σ ο ι ά έσο ό ί οι ι ι/ ς ούσ ο ς έσο σ? ά ς έ ο ι Ποι ί ι έο σ ι ά όσ ο business model ς? Ποι ό ι ού έσ ί ι έο ά? Ποι ς ό ις ι ού ς σ ι ές ι σί ς ί ι οι έο ές? Value Proposition φ -Έ φ -Έ Ποιοι ί ι οι ύ ιοι σ ά ς ς? Key Activities ώ ο σή? ώσο? βά ο σ 32
MVP (Minimum Viable Product) MVP (product/market fit) explainer video concept board landing page Two-wheeled self-balancing battery-powered Segway was invented by Dean Kamen 33
MVP (Minimum Viable Product) 34
To Top Melibee Virtual Business Plan wwwkemelgr 35
& 23000 : 14000 ( ) brands ( ) ( / 6-18 E/kg) e-shops SAVE Marketing 36
& Sale = Performance + Emotion/Price SAVE ( Solution Access Value Engagement ) : Know your prime prospect Know your Prime Prospects problems Position your brand as a solution to a problem Communicate effectively ( : BBDO Discipline) 4 Value Proposition Customer Segments Customer Relationships Channels 4 (Product Place Price Promotion) 4 ( ) 37
Key Partners Key Activities Key Resources Cost Structure 18/11/2013 Value Proposition Customer Relationship Customer Segments Channels Revenue Streams 38
Design Brand / Status 39
Key Partners Key Activities Key Resources Cost Structure 18/11/2013 Value Proposition Customer Relationship Customer Segments Channels Revenue Streams 40
Key Partners Key Activities Key Resources Cost Structure 18/11/2013 Value Proposition Customer Relationship Customer Segments Channels Revenue Streams 41
Key Partners Key Activities Key Resources Cost Structure 18/11/2013 Value Proposition Customer Relationship Customer Segments Channels Revenue Streams 42
Key Partners Key Activities Key Resources Cost Structure Π χ υ marketing / υ π υ φ π π 18/11/2013 Value Proposition Customer Relationship Customer Segments Channels Revenue Streams Έσο ω ήσ ω ιού ο ός Έσο ό ιθ ή οϊό ω ά ι οι ώ οϊό ω βσ ύ η έ ση σ σ σ σί ω ω ώ 43
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NIKE The drive to push ourselves beyond our limits 45
Nike Key Partners Apple Converse Hurley UEFA FIFA NBA FIBA NFL Footlocker Dick s Sports Direct Macy s Wieden+Kennedy Mindshare Χ (Barcelona Ronaldo Lebron James Tiger Woods π) Franchisees Worldwide Factories Importers Distributors Wholesalers Key Activities Έ υ χ π π υπ χ υ Supply chain logistics Marketing on/off line χ χ events brand support In house use of tech power big data social media Recycling Nike Foundation Key Resources υ Nike brand π Χ π R&D expertise Hi tech innovation Π DNA culture Cost Structure Γ φ Α π π R&D Χ Π Απ υ Logistics Nike Town stores φ Π E-CRM Έ υ Α Recycling costs Value Proposition Customer Relationship Έ π «π υ υ π π υ» υ υ υ υπ π υ sports Π π Π Α π υ π π ike π π π υ π : Nike + running community Design your shoes NIKEiD FuelBand Sport watch GPS Live chat with Nike expert etc Channels Website Mass media special events Sports casting Apps Social media Nike brand stores Specialty Sport Shops Large sporting goods chains Dept stores Nikenet membership awards Customer Segments Α 14 25 Π χ Teens 14 18 Performance oriented φ π φ life style/fashion Κ & υ followers π Social media fans Revenue Streams Π Έ υ χ (35%) A χ : π (60%) υ (5%) aπ ike Nikenet 46
5 startup 1 2 IDEATION CONCEPTING Ό «3 4 SCREENLEARNADJUST LAUNCH 5 SCALE UP Έ» MVP (Product/ Market Fit) concept Prototype testing (Model/ Market Fit) Pivoting IP Share holder agreements Partnerships 47
/ - - Positionings - 1 / 3 // - / / / Έ / - 2 / 2C- -Έ / MVP Up/Cross Selling CRM Pre-Testing etrics K office - - Outsourcing Logistics Back / - 5 - / - - / 4 / - SWOTΌ 2 - BEP 48 -
Business Plan Osterwalder τά Πηγή: Alexander Osterwalder & Yves Pigneur 38 BUSINESS PLAN Εxecutive summary The team Management Profile Why We Are a Winning Team The business model Vision Mission and Values How Our Business Model Works Value Proposition Target Markets Marketing Plan Key Resources and Activities Financial analysis Breakeven Analysis Sales Scenarios and Projections Capital Spending Operating Costs Funding Requirements
υχ π π χ!!! 50