Business Model Canvas Applied Innovation 6p5n29
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BUSINESS MODEL CANVAS USING THE CANVAS FOR
APPLIED INNOVATION Alex Cowan © 2015 COWAN+
ABOUT ME
Entrepreneur (5x) Intrapreneur (1x)
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
ABOUT ME
alexandercowan.com ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
THE VENTURE DESIGN PROCESS CUSTOMER DISCOVERY & EXPERIMENTS …
Was the implemented story relevant to the proposition?
?
S HO
IF AT
W
WH
M
E
How did the customer / react?
?
PRODUCT & PROMOTION
Did the implementation deliver on the story?
VALUE PROPOSITIONS & ASSUMPTIONS
AL
E?
STORIES & PROTOTYPES
Do we understand this person? What makes them tick? PERSONAS
WHO?
WH
PROBLEM SCENARIOS & ALTERNATIVES
ALEX COWAN | alexandercowan.com | @cowanSF
AT
SC
PIVOT?
?
Is the problem relevant? Is the proposition better vs alternatives?
© 2015 COWAN+
THE BUSINESS MODEL CANVAS (Key Partners)
(Key Activities)
(Value (Customer Propositions) Relationships)
(Key Resources)
(Cost Structure)
(Channels)
(Revenue Streams)
The templates here are made available on the same CC license as the original canvas.
ALEX COWAN | alexandercowan.com | @cowanSF
(Customer Segments)
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
PROGRESS: THE NEW-FASHIONED WAY MVP
Source: adapted from ‘Four Steps to the Epiphany’
Product-Market Fit (?)
Scale
© 2015 COWAN+
PROGRESS: THE NEW-FASHIONED WAY MVP
Product-Market Fit (?)
Scale
Thinking through what you want the business to be for a better idea of what you don’t know. Then use that to focus your discovery.
Source: adapted from ‘Four Steps to the Epiphany’
© 2015 COWAN+
PROGRESS: THE NEW-FASHIONED WAY MVP
Product-Market Fit (?)
Scale
Focal point for managing your assumptions- which are open? closed? what are their inter-relationships?
Source: adapted from ‘Four Steps to the Epiphany’
© 2015 COWAN+
PROGRESS: THE NEW-FASHIONED WAY MVP
Product-Market Fit (?)
Scale
Focal point for organizing incremental ‘growth hacking’ experiments. + Tool for strategic engagement with customers
Source: adapted from ‘Four Steps to the Epiphany’
© 2015 COWAN+
PROGRESS: THE NEW-FASHIONED WAY MVP
Product-Market Fit (?)
Scale
Strategy management tool and jumping off point for new ‘intrapreneurial’ ventures and business model innovation.
Source: adapted from ‘Four Steps to the Epiphany’
© 2015 COWAN+
THE CANVAS: 3 PARTS Partner_1 Partner_2 Partner_3
Activity_1 Activity_2 Activity_3
Proposition_1 Proposition_2 Proposition_3
Relationship_1 Relationship_2 Relationship_3
Resource_1 Resource_2 Resource_3
Cost_1 Cost_2 Cost_3
The templates here are made available on the same CC license as the original canvas.
Offering Customers Infrastructure
Persona_1 Persona_2 Persona_3
Channel_1 Channel_2 Channel_3
Revenue_1 Revenue_2 Revenue_3
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
INITIAL FOCUS: PRODUCT/MARKET FIT
Who are the buyers, s and why do they buy?
(Key Partners)
(Key Activities)
(Key Resources)
(Cost Structure)
(Value (Customer Propositions) Relationships)
(Customer Segments)
(Channels)
(Revenue Streams)
The templates here are made available on the same CC license as the original canvas.
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
CUSTOMERS & PROPOSITIONS Why do they buy? Value Propositions
Broad Selection Competitive Prices Convenience
Who are they? Customer Segments
Do-It-Yourselfers Casual Shoppers Contractors
Example: Home Depot © 2015 COWAN+
INITIAL FOCUS: PRODUCT/MARKET FIT Partner_1 Partner_2 Partner_3
Activity_1 Activity_2 Activity_3
Proposition_1 Proposition_2 Proposition_3
Relationship_1 Relationship_2 Relationship_3
Resource_1 Resource_2 Resource_3
Cost_1 Cost_2 Cost_3
The templates here are made available on the same CC license as the original canvas.
ALEX COWAN | alexandercowan.com | @cowanSF
Segment_1 Segment_2 Segment_3
Channel_1 Channel_2 Channel_3
Revenue_1 Revenue_2 Revenue_3
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
THE INDEPENDENT VARIABLE Customer Segments
Value Propositions
(Key Partners)
(Key Activities)
(Key Resources)
(Cost Structure)
(Value (Customer Propositions) Relationships)
(Channels)
(Revenue Streams)
The templates here are made available on the same CC license as the original canvas.
ALEX COWAN | alexandercowan.com | @cowanSF
(Customer Segments)
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
CUSTOMER SEGMENTS VS. PERSONAS
remotsuC Customer Segments stnemgeS
Personas
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
THE PRACTICE OF DESIGN THINKING- FOUNDATIONS
Empathy ALEX COWAN | alexandercowan.com | @cowanSF
Creativity © 2015 COWAN+
THE PRACTICE OF DESIGN THINKING- FOUNDATIONS
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
THE PRACTICE OF DESIGN THINKING- FOUNDATIONS 1
Entry
2
Urinate as they go
3
Edges preferred
4
Speedy
5
PB > cheese
Empathy ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
THE PRACTICE OF DESIGN THINKING- FOUNDATIONS Check & Repair
1
UV Validation
2
Relevant Placement
3
A Better Mouse Trap
4
Powered by Better Bait
5
Creativity ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
DESIGN THINKING: EMPATHY & PERSONAS
bit.ly/2persona
ALEX COWAN | alexandercowan.com | @cowanSF
ALEX COWAN alexandercowan.com @cowanSF
© 2015 COWAN+
DESIGN THINKING: EMPATHY & PERSONAS
bit.ly/2persona
ALEX COWAN | alexandercowan.com | @cowanSF
ALEX COWAN alexandercowan.com @cowanSF
© 2015 COWAN+
PERSONA: BAD • Women • Age 28-45 • Has kids • Socialize with other mom’s • Online with Facebook • 86% said they’d like to be more organized • 70% said they’d use an application that organizes them ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
PERSONA: BAD This is a huge populationnot exact
• Women • Age 28-45 • Has kids
Bullet points are almost never vivid or detailed
• Socialize with other mom’s • Online with Facebook These responses are ‘fake actionable’survey responses like this are unreliable
• 86% said they’d like to be more organized • 70% said they’d use an application that organizes them
Stock photo- not real ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
PERSONA: BETTER
Mary the Mom Mary is a mom by choice. She had a successful career in ing, but welcomed the opportunity to be a stay at home mom. She loves it. But it’s not like having kids purged her creative, social instincts. She wants to connect, she wants to learn, she wants to interact. Being a mom is a job and she wants to do it well. That means corresponding with other mom’s on child education and keeping track of what works. She posts to Facebook at least twice a week and responds to other moms’ items more often than that. She has a few blogs and publications she reads regularly…
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
PERSONA: BETTER the use of a first name helps w/ vividness (a little)
these full sentences look like a good start towards something vivid and detailed
this is a real photo of a relevant person taken with an iPhone in the real world
Mary the Mom Mary is a mom by choice. She had a successful career in ing, but welcomed the opportunity to be a stay at home mom. She loves it. But it’s not like having kids purged her creative, social instincts. She wants to connect, she wants to learn, she wants to interact. Being a mom is a job and she wants to do it well. That means corresponding with other mom’s on child education and keeping track of what works. She posts to Facebook at least twice a week and responds to other moms’ items more often than that. She has a few blogs and publications she reads regularly…
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
OUR CAST
Bob the Baby Boomer
© 2015 COWAN+
WAKE UP!
© 2015 COWAN+
WAKE UP!
© 2015 COWAN+
TO THE OFFICE
© 2015 COWAN+
AT THE OFFICE
© 2015 COWAN+
WORK/PLAY
© 2015 COWAN+
FITNESS
© 2015 COWAN+
LEISURE
© 2015 COWAN+
DINNER AT HOME
© 2015 COWAN+
ABOUT BOB THE BABY BOOMER… What’s his favorite kind of music? Where did he buy his last pair of shoes? What movie did he last see? How does he prepare his taxes? What’s his favorite magazine?
ALEX COWAN alexandercowan.com @cowanSF © 2015 COWAN+
PERSONAS
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO
ALEX COWAN | alexandercowan.com | @cowanSF
X
© 2015 COWAN+
PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO What job(s) are you doing for the customer? What existing need or behavior are you fulfilling?
ALEX COWAN | alexandercowan.com | @cowanSF
X
© 2015 COWAN+
PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
If they currently use spreadsheets, watch them use it and get a copy of it. If they currently put notes on the family fridge, ask about it, photograph it. ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
YOUR VALUE PROPOSITIONS
ALEX COWAN | alexandercowan.com | @cowanSF
! © 2015 COWAN+
PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
YOUR VALUE PROPOSITIONS Are they better enough than the alternative(s)? ALEX COWAN | alexandercowan.com | @cowanSF
! © 2015 COWAN+
CUSTOMERS & PROPOSITIONS bit.ly/daynthelife
Example: United Children’s Theater ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
RESOURCES: PERSONAS & PROBLEM SCENARIOS Personas & Problem Scenarios
bit.ly/test-tsfd
Customer Discovery
bit.ly/cust-handbook
Do we understand this person? What makes them tick? PERSONAS
WHO?
WH
AT
?
PROBLEM SCENARIOS & ALTERNATIVES
© 2015 COWAN+
CUSTOMER RELATIONSHIPS & CHANNELS
What is the end-to-end customer experience?
(Key Partners)
(Key Activities)
(Key Resources)
(Cost Structure)
(Value (Customer Propositions) Relationships)
(Channels)
(Revenue Streams)
The templates here are made available on the same CC license as the original canvas.
ALEX COWAN | alexandercowan.com | @cowanSF
(Customer Segments)
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
EXERCISE: STORYBOARDING THE CUSTOMER JOURNEY
Attention Interest Desire Action Onboarding Retention ALEX COWAN | alexandercowan.com | @cowanSF
How do they first find out that you, your proposition exist? How do you break through the noise floor?
© 2015 COWAN+
EXERCISE: STORYBOARDING THE CUSTOMER JOURNEY
Attention Interest Desire Action Onboarding Retention ALEX COWAN | alexandercowan.com | @cowanSF
What is it that engages them with your proposition? How will you connect?
© 2015 COWAN+
EXERCISE: STORYBOARDING THE CUSTOMER JOURNEY
Attention Interest Desire Action Onboarding Retention ALEX COWAN | alexandercowan.com | @cowanSF
Are you connecting with an important problem scenario? Is your VP better enough than the alternative? © 2015 COWAN+
EXERCISE: STORYBOARDING THE CUSTOMER JOURNEY What is absolute minimum set of Attention actions required by Interest the customer to Desire have you deliver on their problem? Action
Onboarding Retention ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
EXERCISE: STORYBOARDING THE CUSTOMER JOURNEY
Attention Interest Desire Action Onboarding Retention ALEX COWAN | alexandercowan.com | @cowanSF
How do they become a regular, habitual ? How will you know if that’s happening?
© 2015 COWAN+
EXERCISE: STORYBOARDING THE CUSTOMER JOURNEY
Attention Interest Desire Action Onboarding Retention ALEX COWAN | alexandercowan.com | @cowanSF
How do you deepen their involvement? Investment? How do you get them talking about it? © 2015 COWAN+
STORYBOARDING AIDAOR- UNITED CHILDREN’S THEATER I noticed Carlos doesn't do soccer. Maybe he'd like to try theater, like my Ricky.
Here's that email from Cynthia…Oh, this looks great, easy to try. And it's affordable.
I'd love to see Carlos spend more time with other boys, good boys that study and stay out of trouble.
Oh yeah- can you send me a link or something? ATTENTION
INTEREST
This looks like the …Action, Onboarding, Retention right program, I'm eligible for aid so this is what I ALEX COWAN | alexandercowan.com | @cowanSF pay.…Paid. See you Tuesday!
Hi there, Carlos. We're so excited to have you! Let's get started.
DESIRE
To Sub
United Newsletter: © 2015 COWAN+ Come to our open house to check out the year 2 program! Bring friends!
I noticed Carlos doesn't do soccer. Maybe he'd like to try theater, like my Ricky.
Here's that email from Cynthia…Oh, this looks great, easy to try. And it's affordable.
I'd love to see Carlos spend more time with other boys, good boys that study and stay out of trouble.
Oh yeah- can you send me a link or something?
STORYBOARDING AIDAOR- UNITED CHILDREN’S THEATER Attention,ATTENTION Interest, Desire…
INTEREST
Hi there, Carlos. We're so excited to have you! Let's get started.
This looks like the right program, I'm eligible for aid so this is what I pay.…Paid. See you Tuesday!
ACTION
ONBOARDING
DESIRE
To Sub
United Newsletter: Come to our open house to check out the year 2 program! Bring friends!
RETENTION
Create your own at www.StoryboardThat.com
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
CUSTOMER JOURNEY How do they interact?
Who interacts?
Customer Relationships
Channels
SAMPLES
SAMPLES
dedicated personal service (onsite? offsite?) personal service phone web/email based tickets web self-help and forums
ALEX COWAN | alexandercowan.com | @cowanSF
PROMOTION personal direct personal indirect specialty media television radio AdWords + SEO
SALES hand sales direct hand sales indirect retail web phone delivery
SERVICE direct personal authorized center field contractors community web
© 2015 COWAN+
CUSTOMER JOURNEY How do they interact? Customer Relationships
Who interacts? Channels
UNITED CHILDREN’S THEATER Personal Service Direct Personal Service Online Community
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
CUSTOMER JOURNEY How do they interact?
Who interacts? Channels
Customer Relationships
UNITED CHILDREN’S THEATER Personal Service Direct Personal Service Online Community
ALEX COWAN | alexandercowan.com | @cowanSF
PROMOTION Parent’s Auxiliary
SALES Company Rep’s Local Schools
SERVICE Parents Auxiliary Facebook
© 2015 COWAN+
RESOURCES: PROPOSITION DESIGN & TESTING (‘LEAN STARTUP’) CUSTOMER DISCOVERY & EXPERIMENTS
Was the implemented story relevant to the proposition? WH IF AT ?
Lean Startup
bit.ly/do-lean VALUE PROPOSITIONS & ASSUMPTIONS
Do we understand this person? What makes them tick? PERSONAS
WHO?
WH
AT
?
PROBLEM SCENARIOS & ALTERNATIVES
© 2015 COWAN+
CUSTOMER JOURNEY
Example: United Children’s Theater ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
REVENUE STREAMS Don’t overcomplicate it. When a plumber does something, you pay them. If a sink garbage disposal lasts twice as long, you’d pay more, right?
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
THE CANVAS: 3 PARTS Partner_1 Partner_2 Partner_3
Activity_1 Activity_2 Activity_3
Proposition_1 Proposition_2 Proposition_3
Relationship_1 Relationship_2 Relationship_3
Resource_1 Resource_2 Resource_3
Cost_1 Cost_2 Cost_3
The templates here are made available on the same CC license as the original canvas.
Offering Customers Infrastructure
Persona_1 Persona_2 Persona_3
Channel_1 Channel_2 Channel_3
Revenue_1 Revenue_2 Revenue_3
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
THE CANVAS: 3 PARTS Partner_1 Partner_2 Partner_3
Activity_1 Activity_2 Activity_3
Proposition_1 Proposition_2 Proposition_3
Relationship_1 Relationship_2 Relationship_3
Resource_1 Resource_2 Resource_3
Cost_1 Cost_2 Cost_3
The templates here are made available on the same CC license as the original canvas.
Offering Customers
Infrastructure
Persona_1 Persona_2 Persona_3
Channel_1 Channel_2 Channel_3
Revenue_1 Revenue_2 Revenue_3
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
KEY ACTIVITIES & KEY RESOURCES
(Key Partners)
What activities are strategically important?
(Key Activities)
(Key Resources)
(Cost Structure)
(Value (Customer Propositions) Relationships)
(Channels)
(Revenue Streams)
The templates here are made available on the same CC license as the original canvas.
ALEX COWAN | alexandercowan.com | @cowanSF
(Customer Segments)
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
BUSINESS MODEL TYPES (Key Partners)
(Key Activities)
(Value (Customer Propositions) Relationships)
(Customer Segments)
1. INFRASTRUCTURE-DRIVEN 2. CUSTOMER SCOPE-DRIVEN 3. PRODUCT-DRIVEN (Key Resources)
(Cost Structure)
(Channels)
(Revenue Streams)
The templates here are made available on the same CC license as the original canvas.
ALEX COWAN | alexandercowan.com | @cowanSF
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
BUSINESS MODEL TYPES Infrastructure-Driven
UTILITIES
TELECOM
COMMODITIES
PG&E National Grid
AT&T Telecom
Archer Daniels Dow Cargill
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
BUSINESS MODEL TYPES UTILITIES
TELECOM
COMMODITIES
Infrastructure-Driven
PG&E National Grid
AT&T Telecom
Archer Daniels Dow Cargill
Scope-Driven
RETAIL Neiman Marcus Toys ‘R Us Harrods
BANKING HSBC Bank of America
CORP. LAW Allen & Overy Jones Day
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
BUSINESS MODEL TYPES UTILITIES
TELECOM
COMMODITIES
Infrastructure-Driven
PG&E National Grid
AT&T Telecom
Archer Daniels Dow Cargill
Scope-Driven
RETAIL Neiman Marcus Toys ‘R Us Harrods
BANKING HSBC Bank of America
CORP. LAW Allen & Overy Jones Day
Product-Driven
PACKAGED GOODS Nestle Unilever Pepsico
ALEX COWAN | alexandercowan.com | @cowanSF
APP. SOFTWARE Twitter Facebook EA
MEDIA Conde Nast MGM
© 2015 COWAN+
BUSINESS MODEL TYPES- IMPLICATIONS EXAMPLE AREA Sales Process: Highly standard or flexible? Pricing & Packaging: Highly standardized or customizable? Customer : How systematic vs. customized?
INFRASTRUCTURE -DRIVEN relatively standardized relatively standardized
SCOPE- DRIVEN
relatively flexible relatively customizable relatively relatively systematic customized
ALEX COWAN | alexandercowan.com | @cowanSF
PRODUCT- DRIVEN (ideally Channel sells) relatively standardized relatively systematic
© 2015 COWAN+
KEY ACTIVITIES Which activities are strategic? Key Activities
Which assets are strategic? Key Resources
? ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
KEY ACTIVITIES Which activities are strategic? Key Activities
Which assets are strategic? Key Resources
Curriculum Development Student Development School Programming Volunteer Development Donor Development ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
KEY RESOURCES Which activities are strategic? Key Activities
Curriculum Development Student Development School Programming Volunteer Development Donor Development ALEX COWAN | alexandercowan.com | @cowanSF
Which assets are strategic? Key Resources
? © 2015 COWAN+
KEY RESOURCES Which activities are strategic? Key Activities
Curriculum Development Student Development School Programming Volunteer Development Donor Development ALEX COWAN | alexandercowan.com | @cowanSF
Which assets are strategic? Key Resources
Track Record Facility Donor Relationships Curriculum Volunteer Base © 2015 COWAN+
WORKING CANVAS
Example: United Children’s Theater ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
WORKING CANVAS
Business Model Canvas bit.ly/nicebmc
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
ABOUT ME
Entrepreneur (5x) Intrapreneur (1x)
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
ABOUT ME
alexandercowan.com ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
THE VENTURE DESIGN PROCESS CUSTOMER DISCOVERY & EXPERIMENTS …
Was the implemented story relevant to the proposition?
?
S HO
IF AT
W
WH
M
E
How did the customer / react?
?
PRODUCT & PROMOTION
Did the implementation deliver on the story?
VALUE PROPOSITIONS & ASSUMPTIONS
AL
E?
STORIES & PROTOTYPES
Do we understand this person? What makes them tick? PERSONAS
WHO?
WH
PROBLEM SCENARIOS & ALTERNATIVES
ALEX COWAN | alexandercowan.com | @cowanSF
AT
SC
PIVOT?
?
Is the problem relevant? Is the proposition better vs alternatives?
© 2015 COWAN+
THE BUSINESS MODEL CANVAS (Key Partners)
(Key Activities)
(Value (Customer Propositions) Relationships)
(Key Resources)
(Cost Structure)
(Channels)
(Revenue Streams)
The templates here are made available on the same CC license as the original canvas.
ALEX COWAN | alexandercowan.com | @cowanSF
(Customer Segments)
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
PROGRESS: THE NEW-FASHIONED WAY MVP
Source: adapted from ‘Four Steps to the Epiphany’
Product-Market Fit (?)
Scale
© 2015 COWAN+
PROGRESS: THE NEW-FASHIONED WAY MVP
Product-Market Fit (?)
Scale
Thinking through what you want the business to be for a better idea of what you don’t know. Then use that to focus your discovery.
Source: adapted from ‘Four Steps to the Epiphany’
© 2015 COWAN+
PROGRESS: THE NEW-FASHIONED WAY MVP
Product-Market Fit (?)
Scale
Focal point for managing your assumptions- which are open? closed? what are their inter-relationships?
Source: adapted from ‘Four Steps to the Epiphany’
© 2015 COWAN+
PROGRESS: THE NEW-FASHIONED WAY MVP
Product-Market Fit (?)
Scale
Focal point for organizing incremental ‘growth hacking’ experiments. + Tool for strategic engagement with customers
Source: adapted from ‘Four Steps to the Epiphany’
© 2015 COWAN+
PROGRESS: THE NEW-FASHIONED WAY MVP
Product-Market Fit (?)
Scale
Strategy management tool and jumping off point for new ‘intrapreneurial’ ventures and business model innovation.
Source: adapted from ‘Four Steps to the Epiphany’
© 2015 COWAN+
THE CANVAS: 3 PARTS Partner_1 Partner_2 Partner_3
Activity_1 Activity_2 Activity_3
Proposition_1 Proposition_2 Proposition_3
Relationship_1 Relationship_2 Relationship_3
Resource_1 Resource_2 Resource_3
Cost_1 Cost_2 Cost_3
The templates here are made available on the same CC license as the original canvas.
Offering Customers Infrastructure
Persona_1 Persona_2 Persona_3
Channel_1 Channel_2 Channel_3
Revenue_1 Revenue_2 Revenue_3
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
INITIAL FOCUS: PRODUCT/MARKET FIT
Who are the buyers, s and why do they buy?
(Key Partners)
(Key Activities)
(Key Resources)
(Cost Structure)
(Value (Customer Propositions) Relationships)
(Customer Segments)
(Channels)
(Revenue Streams)
The templates here are made available on the same CC license as the original canvas.
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
CUSTOMERS & PROPOSITIONS Why do they buy? Value Propositions
Broad Selection Competitive Prices Convenience
Who are they? Customer Segments
Do-It-Yourselfers Casual Shoppers Contractors
Example: Home Depot © 2015 COWAN+
INITIAL FOCUS: PRODUCT/MARKET FIT Partner_1 Partner_2 Partner_3
Activity_1 Activity_2 Activity_3
Proposition_1 Proposition_2 Proposition_3
Relationship_1 Relationship_2 Relationship_3
Resource_1 Resource_2 Resource_3
Cost_1 Cost_2 Cost_3
The templates here are made available on the same CC license as the original canvas.
ALEX COWAN | alexandercowan.com | @cowanSF
Segment_1 Segment_2 Segment_3
Channel_1 Channel_2 Channel_3
Revenue_1 Revenue_2 Revenue_3
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
THE INDEPENDENT VARIABLE Customer Segments
Value Propositions
(Key Partners)
(Key Activities)
(Key Resources)
(Cost Structure)
(Value (Customer Propositions) Relationships)
(Channels)
(Revenue Streams)
The templates here are made available on the same CC license as the original canvas.
ALEX COWAN | alexandercowan.com | @cowanSF
(Customer Segments)
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
CUSTOMER SEGMENTS VS. PERSONAS
remotsuC Customer Segments stnemgeS
Personas
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
THE PRACTICE OF DESIGN THINKING- FOUNDATIONS
Empathy ALEX COWAN | alexandercowan.com | @cowanSF
Creativity © 2015 COWAN+
THE PRACTICE OF DESIGN THINKING- FOUNDATIONS
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
THE PRACTICE OF DESIGN THINKING- FOUNDATIONS 1
Entry
2
Urinate as they go
3
Edges preferred
4
Speedy
5
PB > cheese
Empathy ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
THE PRACTICE OF DESIGN THINKING- FOUNDATIONS Check & Repair
1
UV Validation
2
Relevant Placement
3
A Better Mouse Trap
4
Powered by Better Bait
5
Creativity ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
DESIGN THINKING: EMPATHY & PERSONAS
bit.ly/2persona
ALEX COWAN | alexandercowan.com | @cowanSF
ALEX COWAN alexandercowan.com @cowanSF
© 2015 COWAN+
DESIGN THINKING: EMPATHY & PERSONAS
bit.ly/2persona
ALEX COWAN | alexandercowan.com | @cowanSF
ALEX COWAN alexandercowan.com @cowanSF
© 2015 COWAN+
PERSONA: BAD • Women • Age 28-45 • Has kids • Socialize with other mom’s • Online with Facebook • 86% said they’d like to be more organized • 70% said they’d use an application that organizes them ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
PERSONA: BAD This is a huge populationnot exact
• Women • Age 28-45 • Has kids
Bullet points are almost never vivid or detailed
• Socialize with other mom’s • Online with Facebook These responses are ‘fake actionable’survey responses like this are unreliable
• 86% said they’d like to be more organized • 70% said they’d use an application that organizes them
Stock photo- not real ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
PERSONA: BETTER
Mary the Mom Mary is a mom by choice. She had a successful career in ing, but welcomed the opportunity to be a stay at home mom. She loves it. But it’s not like having kids purged her creative, social instincts. She wants to connect, she wants to learn, she wants to interact. Being a mom is a job and she wants to do it well. That means corresponding with other mom’s on child education and keeping track of what works. She posts to Facebook at least twice a week and responds to other moms’ items more often than that. She has a few blogs and publications she reads regularly…
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
PERSONA: BETTER the use of a first name helps w/ vividness (a little)
these full sentences look like a good start towards something vivid and detailed
this is a real photo of a relevant person taken with an iPhone in the real world
Mary the Mom Mary is a mom by choice. She had a successful career in ing, but welcomed the opportunity to be a stay at home mom. She loves it. But it’s not like having kids purged her creative, social instincts. She wants to connect, she wants to learn, she wants to interact. Being a mom is a job and she wants to do it well. That means corresponding with other mom’s on child education and keeping track of what works. She posts to Facebook at least twice a week and responds to other moms’ items more often than that. She has a few blogs and publications she reads regularly…
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
OUR CAST
Bob the Baby Boomer
© 2015 COWAN+
WAKE UP!
© 2015 COWAN+
WAKE UP!
© 2015 COWAN+
TO THE OFFICE
© 2015 COWAN+
AT THE OFFICE
© 2015 COWAN+
WORK/PLAY
© 2015 COWAN+
FITNESS
© 2015 COWAN+
LEISURE
© 2015 COWAN+
DINNER AT HOME
© 2015 COWAN+
ABOUT BOB THE BABY BOOMER… What’s his favorite kind of music? Where did he buy his last pair of shoes? What movie did he last see? How does he prepare his taxes? What’s his favorite magazine?
ALEX COWAN alexandercowan.com @cowanSF © 2015 COWAN+
PERSONAS
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO
ALEX COWAN | alexandercowan.com | @cowanSF
X
© 2015 COWAN+
PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO What job(s) are you doing for the customer? What existing need or behavior are you fulfilling?
ALEX COWAN | alexandercowan.com | @cowanSF
X
© 2015 COWAN+
PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
If they currently use spreadsheets, watch them use it and get a copy of it. If they currently put notes on the family fridge, ask about it, photograph it. ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
YOUR VALUE PROPOSITIONS
ALEX COWAN | alexandercowan.com | @cowanSF
! © 2015 COWAN+
PERSONAS & PROBLEM SCENARIOS PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
YOUR VALUE PROPOSITIONS Are they better enough than the alternative(s)? ALEX COWAN | alexandercowan.com | @cowanSF
! © 2015 COWAN+
CUSTOMERS & PROPOSITIONS bit.ly/daynthelife
Example: United Children’s Theater ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
RESOURCES: PERSONAS & PROBLEM SCENARIOS Personas & Problem Scenarios
bit.ly/test-tsfd
Customer Discovery
bit.ly/cust-handbook
Do we understand this person? What makes them tick? PERSONAS
WHO?
WH
AT
?
PROBLEM SCENARIOS & ALTERNATIVES
© 2015 COWAN+
CUSTOMER RELATIONSHIPS & CHANNELS
What is the end-to-end customer experience?
(Key Partners)
(Key Activities)
(Key Resources)
(Cost Structure)
(Value (Customer Propositions) Relationships)
(Channels)
(Revenue Streams)
The templates here are made available on the same CC license as the original canvas.
ALEX COWAN | alexandercowan.com | @cowanSF
(Customer Segments)
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
EXERCISE: STORYBOARDING THE CUSTOMER JOURNEY
Attention Interest Desire Action Onboarding Retention ALEX COWAN | alexandercowan.com | @cowanSF
How do they first find out that you, your proposition exist? How do you break through the noise floor?
© 2015 COWAN+
EXERCISE: STORYBOARDING THE CUSTOMER JOURNEY
Attention Interest Desire Action Onboarding Retention ALEX COWAN | alexandercowan.com | @cowanSF
What is it that engages them with your proposition? How will you connect?
© 2015 COWAN+
EXERCISE: STORYBOARDING THE CUSTOMER JOURNEY
Attention Interest Desire Action Onboarding Retention ALEX COWAN | alexandercowan.com | @cowanSF
Are you connecting with an important problem scenario? Is your VP better enough than the alternative? © 2015 COWAN+
EXERCISE: STORYBOARDING THE CUSTOMER JOURNEY What is absolute minimum set of Attention actions required by Interest the customer to Desire have you deliver on their problem? Action
Onboarding Retention ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
EXERCISE: STORYBOARDING THE CUSTOMER JOURNEY
Attention Interest Desire Action Onboarding Retention ALEX COWAN | alexandercowan.com | @cowanSF
How do they become a regular, habitual ? How will you know if that’s happening?
© 2015 COWAN+
EXERCISE: STORYBOARDING THE CUSTOMER JOURNEY
Attention Interest Desire Action Onboarding Retention ALEX COWAN | alexandercowan.com | @cowanSF
How do you deepen their involvement? Investment? How do you get them talking about it? © 2015 COWAN+
STORYBOARDING AIDAOR- UNITED CHILDREN’S THEATER I noticed Carlos doesn't do soccer. Maybe he'd like to try theater, like my Ricky.
Here's that email from Cynthia…Oh, this looks great, easy to try. And it's affordable.
I'd love to see Carlos spend more time with other boys, good boys that study and stay out of trouble.
Oh yeah- can you send me a link or something? ATTENTION
INTEREST
This looks like the …Action, Onboarding, Retention right program, I'm eligible for aid so this is what I ALEX COWAN | alexandercowan.com | @cowanSF pay.…Paid. See you Tuesday!
Hi there, Carlos. We're so excited to have you! Let's get started.
DESIRE
To Sub
United Newsletter: © 2015 COWAN+ Come to our open house to check out the year 2 program! Bring friends!
I noticed Carlos doesn't do soccer. Maybe he'd like to try theater, like my Ricky.
Here's that email from Cynthia…Oh, this looks great, easy to try. And it's affordable.
I'd love to see Carlos spend more time with other boys, good boys that study and stay out of trouble.
Oh yeah- can you send me a link or something?
STORYBOARDING AIDAOR- UNITED CHILDREN’S THEATER Attention,ATTENTION Interest, Desire…
INTEREST
Hi there, Carlos. We're so excited to have you! Let's get started.
This looks like the right program, I'm eligible for aid so this is what I pay.…Paid. See you Tuesday!
ACTION
ONBOARDING
DESIRE
To Sub
United Newsletter: Come to our open house to check out the year 2 program! Bring friends!
RETENTION
Create your own at www.StoryboardThat.com
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
CUSTOMER JOURNEY How do they interact?
Who interacts?
Customer Relationships
Channels
SAMPLES
SAMPLES
dedicated personal service (onsite? offsite?) personal service phone web/email based tickets web self-help and forums
ALEX COWAN | alexandercowan.com | @cowanSF
PROMOTION personal direct personal indirect specialty media television radio AdWords + SEO
SALES hand sales direct hand sales indirect retail web phone delivery
SERVICE direct personal authorized center field contractors community web
© 2015 COWAN+
CUSTOMER JOURNEY How do they interact? Customer Relationships
Who interacts? Channels
UNITED CHILDREN’S THEATER Personal Service Direct Personal Service Online Community
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
CUSTOMER JOURNEY How do they interact?
Who interacts? Channels
Customer Relationships
UNITED CHILDREN’S THEATER Personal Service Direct Personal Service Online Community
ALEX COWAN | alexandercowan.com | @cowanSF
PROMOTION Parent’s Auxiliary
SALES Company Rep’s Local Schools
SERVICE Parents Auxiliary Facebook
© 2015 COWAN+
RESOURCES: PROPOSITION DESIGN & TESTING (‘LEAN STARTUP’) CUSTOMER DISCOVERY & EXPERIMENTS
Was the implemented story relevant to the proposition? WH IF AT ?
Lean Startup
bit.ly/do-lean VALUE PROPOSITIONS & ASSUMPTIONS
Do we understand this person? What makes them tick? PERSONAS
WHO?
WH
AT
?
PROBLEM SCENARIOS & ALTERNATIVES
© 2015 COWAN+
CUSTOMER JOURNEY
Example: United Children’s Theater ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
REVENUE STREAMS Don’t overcomplicate it. When a plumber does something, you pay them. If a sink garbage disposal lasts twice as long, you’d pay more, right?
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
THE CANVAS: 3 PARTS Partner_1 Partner_2 Partner_3
Activity_1 Activity_2 Activity_3
Proposition_1 Proposition_2 Proposition_3
Relationship_1 Relationship_2 Relationship_3
Resource_1 Resource_2 Resource_3
Cost_1 Cost_2 Cost_3
The templates here are made available on the same CC license as the original canvas.
Offering Customers Infrastructure
Persona_1 Persona_2 Persona_3
Channel_1 Channel_2 Channel_3
Revenue_1 Revenue_2 Revenue_3
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
THE CANVAS: 3 PARTS Partner_1 Partner_2 Partner_3
Activity_1 Activity_2 Activity_3
Proposition_1 Proposition_2 Proposition_3
Relationship_1 Relationship_2 Relationship_3
Resource_1 Resource_2 Resource_3
Cost_1 Cost_2 Cost_3
The templates here are made available on the same CC license as the original canvas.
Offering Customers
Infrastructure
Persona_1 Persona_2 Persona_3
Channel_1 Channel_2 Channel_3
Revenue_1 Revenue_2 Revenue_3
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
KEY ACTIVITIES & KEY RESOURCES
(Key Partners)
What activities are strategically important?
(Key Activities)
(Key Resources)
(Cost Structure)
(Value (Customer Propositions) Relationships)
(Channels)
(Revenue Streams)
The templates here are made available on the same CC license as the original canvas.
ALEX COWAN | alexandercowan.com | @cowanSF
(Customer Segments)
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
BUSINESS MODEL TYPES (Key Partners)
(Key Activities)
(Value (Customer Propositions) Relationships)
(Customer Segments)
1. INFRASTRUCTURE-DRIVEN 2. CUSTOMER SCOPE-DRIVEN 3. PRODUCT-DRIVEN (Key Resources)
(Cost Structure)
(Channels)
(Revenue Streams)
The templates here are made available on the same CC license as the original canvas.
ALEX COWAN | alexandercowan.com | @cowanSF
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
© 2015 COWAN+
BUSINESS MODEL TYPES Infrastructure-Driven
UTILITIES
TELECOM
COMMODITIES
PG&E National Grid
AT&T Telecom
Archer Daniels Dow Cargill
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
BUSINESS MODEL TYPES UTILITIES
TELECOM
COMMODITIES
Infrastructure-Driven
PG&E National Grid
AT&T Telecom
Archer Daniels Dow Cargill
Scope-Driven
RETAIL Neiman Marcus Toys ‘R Us Harrods
BANKING HSBC Bank of America
CORP. LAW Allen & Overy Jones Day
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
BUSINESS MODEL TYPES UTILITIES
TELECOM
COMMODITIES
Infrastructure-Driven
PG&E National Grid
AT&T Telecom
Archer Daniels Dow Cargill
Scope-Driven
RETAIL Neiman Marcus Toys ‘R Us Harrods
BANKING HSBC Bank of America
CORP. LAW Allen & Overy Jones Day
Product-Driven
PACKAGED GOODS Nestle Unilever Pepsico
ALEX COWAN | alexandercowan.com | @cowanSF
APP. SOFTWARE Twitter Facebook EA
MEDIA Conde Nast MGM
© 2015 COWAN+
BUSINESS MODEL TYPES- IMPLICATIONS EXAMPLE AREA Sales Process: Highly standard or flexible? Pricing & Packaging: Highly standardized or customizable? Customer : How systematic vs. customized?
INFRASTRUCTURE -DRIVEN relatively standardized relatively standardized
SCOPE- DRIVEN
relatively flexible relatively customizable relatively relatively systematic customized
ALEX COWAN | alexandercowan.com | @cowanSF
PRODUCT- DRIVEN (ideally Channel sells) relatively standardized relatively systematic
© 2015 COWAN+
KEY ACTIVITIES Which activities are strategic? Key Activities
Which assets are strategic? Key Resources
? ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
KEY ACTIVITIES Which activities are strategic? Key Activities
Which assets are strategic? Key Resources
Curriculum Development Student Development School Programming Volunteer Development Donor Development ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
KEY RESOURCES Which activities are strategic? Key Activities
Curriculum Development Student Development School Programming Volunteer Development Donor Development ALEX COWAN | alexandercowan.com | @cowanSF
Which assets are strategic? Key Resources
? © 2015 COWAN+
KEY RESOURCES Which activities are strategic? Key Activities
Curriculum Development Student Development School Programming Volunteer Development Donor Development ALEX COWAN | alexandercowan.com | @cowanSF
Which assets are strategic? Key Resources
Track Record Facility Donor Relationships Curriculum Volunteer Base © 2015 COWAN+
WORKING CANVAS
Example: United Children’s Theater ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
WORKING CANVAS
Business Model Canvas bit.ly/nicebmc
ALEX COWAN | alexandercowan.com | @cowanSF
© 2015 COWAN+
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