Demand and business model analysis-1-business model canvas

Book1- Business model canvas

1. Reference:《 The new generation of business models 》

1. Review and introduction

1. Requirements development also requires a set of business model analysis tools that can be simply described and manipulated , And have business model thinking
   1. Comprehensive analysis tools 、 System 、 Accurately depict the problem domain ： For subsequent goals 、 Mission 、 Layer by layer transformation of interaction and corresponding reduction description 、 verification 、 management service
   2. Do better with “ people ” Design for the center , Balance users 、 technology 、 The relationship among business , Realize the sustainable development of the enterprise or organization ： Innovation and Entrepreneurship 、 Internet product design 、 Communication within the development team
   3. To cope with the challenges and opportunities brought by the increasingly mature information technology accelerating to sink into the traditional business field ： Software has gradually become the core of all companies , And set up organization departments around software development （ New position ）
   4. Pursuit “ Design thinking ” ： Based on people , Create ideas that are both functional and emotional ： product “ Texture ” And “ feelings ” The source of the ,“ The people pursue a higher standard of living ”, Supply-side reform
2. Problem domain and solution system of calculator
   1. A pure calculator can be considered as a component of a solution system , Different types of calculators have their hypothetical scenarios , There are problem areas
      1. “ Guiguigui … Zeroing ”、“M+M-”、Python、R Language 、“ Where will not order where ”
   2. The solution system in the minds of some students is closer to some kind of “ Macroscopic ” The goal is
3. 《 A delivery rider trapped in the system 》
   1. Delivery time of takeout is continuously compressed by the system
   2. Why can it cause heated discussion ？ What does the article itself imply ？
   3. Why is the response of hungry Yao worse than that of meituan ？
   4. Hungry and meituan's positioning changes
   5. Hungry “ Give me five more minutes ” Be attacked ： There was a mistake about the problem Value proposition And Customer segmentation Correspondence of （ Platform and rider , Platform and diners ）
4. By “ Understand Wang ” Blessings and forced donations TK, Successfully prosecuted and renamed WeChat
5. How to better understand the course content ？ Build your own complete knowledge system ！
   1. Have a good class , Review and preview more , First, the system under this course is preliminarily formed
   2. “ Online business trip on weekends ”：4-6 Hours of systematic research on one or more products ： Recommend resources ： Company home page 、 Sina / Sohu Finance 、36 krypton 、 Baidu information 、 Google or bing、 The company's financial report 、 Financial self media （ Be careful of soft words ！）
   3. Use your most commonly used... From the perspective of product experience and analysis App
   4. Use large assignments to complete self-training and assessment
6. Millet table lamp is very cheap ？

2. Business model innovation community focuses on new faces

figure	describe
Executives	Establish a new business model in a traditional industry
Internal Entrepreneurs	Use the most advanced technology in the right business model
entrepreneurs	Find unmet customer needs , And build new business models around these needs
investors	Invest in the most competitive business model
adviser	Help customers find problems in their business model , And help them conceive and build new business models
The designer	Find the right model to start an innovative product
Conscientious Entrepreneurs	Use innovative business models to bring about positive social and economic changes

3. Business model canvas

3.1. What is the business model canvas

The business model canvas is a unified language , Used to visually describe 、 Evaluate and change a business model .

3.2. What is a business model

A business model describes what an organization creates 、 The basic principles of delivering and gaining value .

3.3. Business model description

1. Describe a business model , Through the nine modules it needs .
2. These nine modules cover the four main parts of a business entity : Customer 、 Products or services 、 Infrastructure and financial capacity .

4. Nine modules of the business model

4.1. Customer segmentation CS,Customer Segments

1. Customer segmentation ： Any organization will serve one or more customer groups
2. Customer base ： The target organizations and groups that the enterprise wants to obtain and expects to serve
3. The segmentation and trade-offs of customers need to be handled carefully ( The king's glory and glory Dota2)

4.1.1. Refine the conditions of the customer group

1. Their needs led to a New supplies
2. Need to build a New distribution channels
3. A set of New customer relationships Model
4. They produce The profit margin Significantly different
5. They are willing to work for Special improvements And pay for it

4.1.2. Division of customer groups

Different types of	Customer segmentation
The mass market (mass market)	Mass market Business model Don't differentiate Customer base , Focus on one Gigantic 、 There is a wide range Customer base with similar needs and problems , Common in the consumer electronics industry 、 Big retailers ( Find commonalities among people )
Niche markets (niche market)	It caters to a certain Concrete 、 special Our customer base , Its value proposition 、 Distribution channels and customer relationships are tailored to the specific needs of a niche market , Common in supplier - Buyers Relationship ( Strong business characteristics )
Customers who seek common ground while reserving differences (segmented)	yes , we have Business model It is oriented to A little different The needs and problems of multiple market segments , It provides a slightly different value proposition for each customer group , Common in various The production line 、 nokia ( Segmentation based on customer commonness under a certain business )
Diversified customer base (diversified)	An organization facing diversified customers serves two customer groups with different needs , Common in SM、YAMAHA、AMAZON/ Ali 、SAMSUNG、 Huawei ( Monopoly position 、 Leading technology and outward expansion 、 Strong team ability and pioneering consciousness )
Multilateral platforms ( Multilateral markets )(multi-sided platforms/markets)	Some organizations serve two or more independent customer groups ( Large flow 、 Usage habit rising to lifestyle )

4.2. Value proposition VP

1. VP,Value Propositions
2. Value proposition : An organization's value proposition is to solve customer problems and meet customer needs , Provide customers with products and services that can create value .

4.2.1. What is a value proposition

1. The value proposition module describes the products and services that can create value for a certain customer group , yes Choose one company over another Why .
2. Value propositions can be innovative , It can also be similar but with new features and attributes .

4.2.2. Factors conducive to customer value creation

factors	explain
innovation	Imperceptible needs of customers ( There are no similar products ), It can be non-technical innovation
performance	Higher performance , Higher value ,PC Computer and graphics card ( Moore's law ,xp And vista,win7 And win8), A smart phone
customized	Individualization 、 Customer involvement in manufacturing , Mass customization , Mass customization ( Crowd-funding , Joint payment ) Engage with customers to create (MIUI,UGC, User community )
Nanny service	Help users complete tasks and create value , Rolls Royce aircraft engine maintenance 、 Consultancy, 、BOT engineering ( General contract - Turn the key )
Design	In the fashion industry and consumer electronics industry , Design is particularly important , fashion ( SWAROVSKI )、 Consumer electronics ( Apple 、 Sony Dafa 、 Smartisan Mobilephone )
brand / status	Customers use and display a brand to gain value , luxury goods ( mechanical watch 、 Brand name bag )、 Tide card ( Gym shoes 、Hip-Hop)、 Game level
Price	The same value at a lower price , free Email wait , Cheap aviation , Small (hong) rice (mi), Free economy ( Wool comes from pigs , Grab a red envelope )
Cut costs	Helping users save costs is an important way to create value , Service Outsourcing ( Programming , Real estate sales )
Risk Management	Reduce risk for products or services purchased by customers , Can create value for it , One year warranty , insurance , Additional support services
Availability	Help customers get products and services that they couldn't get before , Joint venture purchase of private aircraft , common (fen) enjoy (shi) the (zu) Ji (lin), Mutual funds ( Stocks and monetary funds ), The lonely gourmet Wulang (+ customized + One stop service + Design )
convenience / practical	Make the product easier to use or operate , Apple Music Store 、 Cloud computing ( Network disk 、 The server 、 game )

These factors tend to overlap ： customized 、 Design and brand status ( Small groups agree ), One stop service and risk control , Cut costs 、 Availability and convenience, etc

4.2.3. Factor summary

1. Make things easier ( Pain points )： Price 、 Cut costs 、 convenience / practical
2. Make things more " complex "( earnings )： customized 、 Design 、 Brand status 、 Availability
3. Let things go " transparent "( Pain points )： Risk Management 、 One stop service

4.3. Channel access CH

1. CH,Channels
2. Channel access : Value proposition through communication , Distribution and distribution channels to customers .
3. Including communication with customers 、 Distribution and sales channels
4. How can an enterprise communicate with its customer base and establish contacts , In order to pass on their own value proposition to each other
   1. Enterprise and customer interaction system ： communication 、 distribution 、 Distribution channel (+ after-sales ), Is the user's interactive contact
   2. effect ： Understand products and services 、 Evaluate the value proposition ; Buy products and services 、 Deliver the value proposition ; Provide after sales support
   3. The real secret of business , Relationship with product design subtle ( The coincidence degree is small , But it is vulnerable to the impact of product reputation risk ), It is easy to accumulate earnings but has great volatility 、 High risk

4.3.1. The role of channels

1. Make customers know more about the company's products and services
2. Help customers evaluate a company's value proposition
3. Make customers buy a product or service
4. Deliver value propositions to customers
5. Provide after-sales support to customers

4.3.2. Types and stages of channel access

1. The five stages of the channel ： Popularity - evaluation - Buy - Pass on - after-sales ( Three packs 、 Comment on )
2. A channel may consist of one or all five stages , We must pay attention to channels - Design, operation and maintenance integration , Where news is most likely to be generated , We should be able to see the implied value proposition and customer relationship from channel construction and operation and maintenance
3. An organization can choose its own channels 、 Partner channels 、 Or mix , To pursue the balance between benefit and cost and the best customer experience
4. Own strong channel ： Big blue-green factory 、 Brand labeling and certification authorization ( Japanese toilet seat and electric rice cooker 、 chemicals for daily use 、 Rice house )
5. Partner channels ： Major e-commerce platforms ( Rural e-commerce remittance is accessible ), Bayes' new brothers , Brand water heating and air conditioning stores , The little red book ( Grass planting and weeding community ), Video promotion ( Just in time video )
6. A mixture of ： Direct sales and franchise stores of mobile operators , Suning Tesco's official store on tmall ( Storage 、 logistics 、 after-sales )、 Netease strictly selected
7. ( At a low price ) Group purchase and tail goods cleaning ： A lot of spelling 、 Juhuasuan 、 Vipshop 、 Online delivery (“ The sisters bought it "VS" He doesn't deserve it ”)

4.3.3. What is channel access

Channel channel describes how an enterprise communicates with its customer groups and establishes contacts , To pass on your value proposition to the other party .

4.4. Customer relationship CR

1. CR,Customer Relationships
2. Customer relationship : Customer relationship is established and maintained by customer group

4.4.1. What is a customer relationship

1. The customer relationship module describes the type of customer relationship established by an enterprise for a certain customer group
2. Include customer relationships maintained by people , To the interaction between automation equipment and customers , All belong to the customer relationship .
3. When the market is saturated , Operators focus on increasing customer loyalty and increasing average revenue per customer .

4.4.2. Customer relationship driven

1. Develop new customers
2. Keep existing customers
3. Increase sales ( Or unit price )( Ctrip kills people 、 Kill Apple users )

1. Free promotion - Increase loyalty - Improve the customer's single piece
2. The novice gift bag / Old user activation gift pack - Brand promotion and construction / User level - Exclusive package for regular customers

4.4.3. The type of customer relationship

Customer relationship	A detailed description
Private services	Based on interpersonal interaction , You can purchase on-site 、 call center 、 Email or other channels , Shopping guide 、 Counter service and electricity channel 、 Salesperson
Exclusive private services	Assign a fixed account manager to a customer , The most personal type of customer relationship , It takes a long time to accumulate , Private banking services 、 Huawei telecom equipment 、 Bodybuilding / train " Private education "
self-service	Enterprises only need to provide independent service channels for customers , Recharge the telephone traffic 、 General banking business (ATM And the self-service in the hall )
Automated services	Combine complex customer self-service with automated processes , The best automated services can simulate human relationships ( Pushing books ), Various platform recommendation systems 、 Website navigation design ( Activities 、 Make up a list 、 It is recommended that 、 Red and orange are added to the shopping cart 、 Buy now )、 The new retail
Community	Enterprises use user communities to integrate with customers to predict the future development direction of the market , Managing customer expectations , Pollen Club 、 Millet house 、 The little red book 、 Various online game communities
Work with customers , Create together	Invite customers to write book reviews, etc ,MIUI,UGC( potatoes 、B standing 、 Tiktok ), All kinds of comments ( Film books - douban 、 Tourist accommodation -Airbnb、 General merchandise -" Spontaneous Amway " And comment area ), Communities that take user feedback ( Product questionnaire 、 Game balance operation and maintenance ), The little red book
Private traffic

4.5. Source of income RS

1. RS,Revenue Streams
2. Source of income : Revenue comes from successfully delivering value propositions to customers
3. Explore what users are really willing to pay for

4.5.1. What is the source of income

1. The revenue source module represents the cash income obtained by the enterprise from each customer group ( Costs must be deducted from income to obtain benefits )
2. Each source of income may contain a different price mechanism : Fixed catalog price 、 Bargain 、 Bidding price 、 According to the floating price in the market 、 A value that fluctuates according to the quantity purchased , And revenue management system ( pricing )

4.5.2. The revenue sources included in the business model

1. Trading income : Generated by a one-time payment by the customer
2. Continuous income : The customer continues to pay for new value propositions or after-sales support .

4.5.3. What are the sources of income

Source of income	Source description
Asset sales	Sale of title in kind , The consumer has the full right to dispose
Royalty	The use of a specific service , telecom 、 hotel 、 Courier 、 Paid online game card 、 Public transport tickets
Membership fee	This is achieved by selling users the continuous permission to use certain services , Fitness monthly card 、 Paid online game monthly card 、 Public transport monthly ticket 、 Music member
lease	take A specific asset is specially provided to someone for a certain period of time and a certain fee is charged , Shared bicycle / automobile 、 The transfer of the right to use a specific asset at a specific time and the benefits , Rent a power bank
License fee	Grant users the right to use certain protected intellectual property rights , And charge them a license fee , Patent authorization 、 Copyright ( picture 、 music 、 typeface )、 Franchising or franchising ( Sell brand , It may be different for the store channel, etc )
Broker's Commission	From intermediary fees provided by two or more parties , The credit card ( Transaction fee )、 payment platform ( Transaction and withdrawal fees )、 The mediation
Advertising expenses	For a product 、 The cost of advertising a service or brand , The credit card ( Transaction fee , For example, the service charge of bank card , Six thousandths of Alipay , Wechat will be a little lower )、 payment platform ( Transaction and withdrawal fees )、 The mediation , The growth of advertising expenses is sluggish , Too many people share the cake

4.5.4. Pricing mechanism

1. Fix ( Based on static variables ):

Fixed price pricing mechanism	describe
Catalogue price	Fixed price
Based on product characteristics	Pricing based on the quantity or quality of a value proposition ,“ Youth version ”、“ Enjoy ”
Customer base based	Pricing based on the type and characteristics of a customer group ,“ Education ”
Based on quantity	Pricing based on quantity purchased

2. float ( Based on dynamic variables ):

Floating price pricing mechanism	describe
negotiation ( Bargain )	Price negotiation between two or more parties , Depends on negotiation ability or skill
Revenue management	The price depends on the inventory and the time of purchase ( Commonly used for consumable resources , Such as hotels 、 room 、 flight )
Real time market prices	Prices change dynamically according to demand
The auction	According to the result of the bidding

3. third-degree price discrimination ( Differential pricing )
   1. income ( bargain 、 The auction 、 Kill ( Generally, the information is not equal , Coupon ))
   2. By volume ( wholesale 、 Group purchase 、 package 、 Coupon 、 Peak valley step pricing )
   3. By category ( Alternative differentiated services ： Krypton gold 、VIP、 Urgent 、 Video members 、 Hardcover and collection 、 Air ticket discount 、 Social fission )
   4. For example, the peak and trough pricing of electricity

4.6. Core resources KR

1. KR,Key Resources
2. Core resources : Core resources refer to the most important resources necessary to achieve the total and delivery of the above elements .

4.6.1. What are the core resources

1. The core resources module describes the most important assets required to ensure the smooth operation of a business model .
2. Different business models have different core resources , For example, chip manufacturers are human resources ( People who design microchips )
3. Sure " Have " or " lease "
   1. Have ： Extra Management 、 Discounts and risks
   2. lease ： Profit margins and unsustainable risks

4.6.2. What are the core resources ？

Pure production is meaningless

Core resources	describe
Physical resources	Physical resources are often capital intensive , Production equipment 、 House 、 vehicle 、 machine 、 System 、 Point of sale management system 、 Distribution channels ( The hard threshold for project initiation )
Intellectual resources	It is difficult to obtain knowledge resources , May create great value , Such as accumulated intellectual property rights , brand ( Coca Cola )、 patent ( Qualcomm and Huawei )、 Intellectual property and system ( Microsoft 、SAP)( The key to project development and expansion )
human resources	Human resources are very important for knowledge intensive industries and innovative industries , ubiquitous , For innovative and knowledge intensive industries ( Such as IT trade ), Excellent marketing team ( The foundation of a successful project )
Financial resources	Some business models rely heavily on financial resources or financial security , external : Venture capital and capital market , Inside : Car loan 、 Interest free installment of electronic equipment 、GE The expansion and decline of , Important lubricants , Not just about production operations （ Angel investment 、 financing 、 list 、 Credit extension 、 mortgage ）, It's also about channels （ Car loan 、 Interest free installment ）

4.7. Key business KA

1. KA,Key Activity
2. Key business : Key business refers to the key business activities that need to be completed to realize supply and delivery

4.7.1. What is critical business

1. The key business module describes the most important things that need to be done to ensure the normal operation of its business model
2. Key business is the most important action that an enterprise must take to operate successfully .
3. Strongly related to the value proposition , The embodiment of the value proposition
4. Build a moat ： Business model innovation – Build irreplaceable key businesses – Support service upgrade – Infrastructure investment – Bottom technology breakthrough

4.7.2. What are the key businesses

Key business	describe
production	These activities are designed in large quantities or of superior quality 、 Design 、 Manufacturing and distribution product
Solution	It involves providing new solutions to the problems of individual customers , Knowledge management and continuous training
platform / The Internet	In a business model that uses the platform as a key resource , Time activities related to platforms and networks dominate ,XX network 、Visa card 、 operating system 、 The app store 、 Gaming platform

4.8. Important cooperation KP

1. KP,Key Partnerships
2. Important cooperation : Some activities need to be outsourced , Some resources need to be obtained from other enterprises .

4.8.1. What is important cooperation

1. Important cooperation this module describes the supplier and partner network required to ensure the smooth operation of a business model .
2. For many reasons , Important cooperation gradually plays an important role in many business models

4.8.2. Classification of important cooperation

Relationship	Example a	Example 2
Strategic alliances between non competitors	Konzern , Community of interests between different businesses	3q Tencent alliance after the war ( It is significantly different from Ali's direct marketing ideas )
cooperation : Strategic cooperation among competitors	Cartel , The same industry controls the output and price of products	Red blue happy water 、 Wechat payment and Alipay 、 The two party system in the United States
Establish a joint venture for new business	trust , A community of interests formed by several giants through joint ventures	Dachang ecology 、 WeChat vs Apple 、Fortine vs App Store + Google Play
The relationship between suppliers and purchasers established to ensure reliable supply	syndicate , The same industry monopolizes upstream supply and downstream sales	Product institute 、 Apple Certified supplier 、 Closed loop internet film and television platform ( Traditional film and television industry : Make 、 issue 、 Cinema Line )

4.8.3. There are three motivations for partnership

motivation	describe
Optimization and scale effect	The most basic type of partnership or business relationship , cost reduction , Outsourced or shared infrastructure
Reduce risk and uncertainty	The competitive environment is characterized by uncertainty , The establishment of joint tenancy relationship can help enterprises reduce risks in the competitive environment , Strategic alliance in a certain field ( Blu ray 、5g), The rise of BOE, the panel alliance between Taiwan Province and South Korea (09-10 Home appliances to the countryside , South Korea as a tainted witness )
Access to special resources and activities	Few enterprises have all the resources they need under their business model or choose to complete all the production and service activities by themselves , And more focus on certain production activities ： High tech products 、 The sales team 、 Licensed goods

4.9. cost structure CS

1. CS,Cost Structure
2. cost structure : The cost structure depends on the elements of the economic model .
3. Cost minimization is the demand of any business model

4.9.1. What is the cost structure

1. The cost structure describes the total cost of operating a business model
   1. Identify core resources 、 After key business and important cooperation , Costing will be relatively easy
   2. There are also business models that focus on low-cost structures ( Lian hang 、 Red rice 、Zara)
2. This module describes the operation of a business model , The sum of the most important costs incurred .
3. Create and deliver value 、 Maintain customer relationship , And the cost of generating revenue , In the case of the previous determination of multiple modules , Cost accounting will become relatively easy .
4. Cost oriented business model ; Cheap aviation , It is to establish the whole business model with the low-cost structure as the core .

4.9.2. The most important level of cost structure in the business model

1. The cost structure of the business model can be broadly divided into two levels —— Cost oriented and value oriented .

cost	describe
Cost oriented	Focus on minimizing costs to the greatest extent , The goal is to create and maintain a minimalist cost structure
Value orientation	Some companies pay less attention to cost , Pay more attention to value creation , There are usually more high-end value propositions and highly personalized services

4.9.3. Characteristics of cost structure

Different cost structures	characteristic
fixed cost	The cost that does not change due to the output of products and services , Including the management of employee salaries , The rent , Production equipment, etc
Variable cost	The cost that varies proportionally with the output of products and services , Including the wages of processing workers , Overtime pay , Advertising expenses , Water and electricity , Raw material consumption
Scale economy	The output of the enterprise expanded , It will bring cost advantages . For example, large enterprises enjoy the purchase price of bulk commodities , Including bulk procurement 、 Diluted fixed costs of mass production, etc
Economies of scope	The expansion of the business scope of the enterprise will bring cost advantages . For example, the same marketing campaign or distribution channel can be used by multiple products , Including channel reuse

5. Example : Apple Inc iPod/iTunes Business model important

1. This hardware device 、 The powerful combination of software and online stores has expanded rapidly .
2. Apple wasn't the first to do this , Why did you succeed ？ New business model
3. The new business model is iPod Proprietary functional design and iTunes Software and iTunes Combination of online stores , Provide users with a seamless music experience .

6. Use of business model canvas

1. Help find the enterprise's own position , Visualize the company's existing business model and the applicable business model in the future .
2. Help enterprises plan their own transformation and exit process .
3. Help artists 、 Cultural industry manufacturers and game designers design innovative business models for cultural and creative industries
4. Help the design and arrangement of the leadership team in the process of non-profit project establishment .
5. Help to visually list all project members , Include global roles 、 Importance and task dependency .
6. Help evaluate individual business models .
7. Help entrepreneurs who are in their infancy , Translate their business plan into activities that need to be executed to achieve the plan .

7. Pay attention to the connection between modules ( And contact )

1. Vertical connection
   1. Source of income <- Customer relationship -> Channel access
   2. Cost expenditure <- Key business -> Key resources
2. Across the link
   1. Customer relationship selection and cost expenditure orientation ( Customized 、 Personalization – Value orientation VS automation 、 Popularization – Cost oriented )
   2. The core resources and important cooperation required for the construction of channels
   3. Whether the segmented customer groups agree with the important upstream partners and the introduced external key resources ？ Don't offend a small group .
3. Contact contact
   1. platform ： Multiple " Value proposition - Customer segmentation " The right combination can constitute a complete source of income
   2. B standing