How to comb your own business model through the canvas of business model?

Last time we talked about what a business model is, in this chapter we will discuss how to analyze a business model through a business model canvas.

Business model is a way to describe how an enterprise creates value, transmits value and obtains value.

Then the business model canvas is a visual language, which is used to describe, evaluate and even change the business model. Business model canvas is not a piece of cloth, it is a way of thinking and a tool to help you sort out the business model in your mind.

First of all, the nine elements of the business model canvas

1.？ value proposition

Gorky once said, "Giving is happier than taking". All products or services provide users with a kind of value, and then realize commercial benefits in the process of creating value. Just like our job, we like it and make money by the way. If we just work to make money, you will lead a miserable life.

The value proposition tells consumers why they choose you instead of your competitors, and clearly conveys your products or services to consumers from the beginning.

For example: Uber-provides the most convenient way to travel. Uber advocates "odd-job economy" and refuses its drivers to enjoy the basic protection and demands enjoyed by regular employees, so the popularity of the audience is greatly weakened, but it does have a unique value proposition.

Uber is the most convenient way to travel, and you only need a car to serve you. Your driver knows where you are going and can leave directly after getting off the bus, without time-consuming things such as cash payment and change. Uber does not directly express its value proposition, but it subtly highlights the travel defects of traditional taxis and highlights the value proposition of its convenient service. In my opinion, a good user experience is its value proposition, just like its advertising copy, "Be gentle, the car will serve you".

2.？ Customer segmentation

The value proposition is mentioned above, and then we need to know who we create value for and who are our important users.

For example, e-commerce brands, you can divide users into sensitive users and insensitive users according to whether they are price-sensitive, or according to users' attitude towards brands. One kind is to improve their image by wearing famous brands, and the other kind is not too concerned about brands. Through such subdivision, you can change the marketing model of your single catalog. Price-sensitive user catalogs emphasize discount promotion, while image customers emphasize fashion, but there are no price concessions, so as not to give users the image of cheap goods. You can also make targeted recommendations for users in product design.

3.？ Key business

What are the key businesses of our channel and value proposition? With these key businesses, we can survive. Tencent's joint business is his socialization, Ali's key business is his e-commerce, and Baidu's key business is his search.

For example, the key businesses of Vipshop are electronic trading of luxury goods, self-built warehouses and after-sales service. There are two key factors involved here. Buying and selling. Vipshop has a team of buyers with a keen sense of smell, who are responsible for selecting popular categories from the goods. At the same time, the warehousing and logistics efficiency of Vipshop is extremely high. Because it is a special sale model, its inventory turnover rate is extremely high, while traditional e-commerce is a long-term sales model, and Vipshop's logistics standardization is extremely high.

4.？ Channel channel

For target users, we need to think about how to reach our target users. At the same time, we need to evaluate which channels are the most effective and the input-output ratio is relatively high, which is what we often call ROI.

For example, many take-away platforms will distribute leaflets in the company building. Maybe you are the target user of their platform, and they will reach their target users through such a channel. Usually your products are pushed, distributed in major Android markets, and put on the app? Stores, these are the channels for your products to reach users.

5.？ client relations

Customer relationship is a process of constantly strengthening communication with customers, constantly understanding customer needs, and constantly improving and perfecting products and services to meet customer needs.

For example, Xiaomi mobile phone has a rice noodle forum, a membership system of the Internet, an annual membership of a barber shop and a membership card of Starbucks, all of which belong to customer relationship management. Customer relationship management has two considerations. One is how to establish contact with customers. For example, when Luo Yonghao made a hammer mobile phone, he had established contact with customers because of his personal charm. The other is how to keep in touch with your customers for a long time. Only by binding users can it be better realized.

6.？ Important resources

The ability and resources owned by the enterprise itself, whether you have a lot of money to burn, first-class talents to serve you, or brand influence, are all resources that can help you improve your competitiveness.

If WeChat didn't have the social experience accumulated by Tencent for many years and didn't get through the QQ relationship chain in the early stage, if it was just a small startup, it would not be possible to achieve today's WeChat myth.

7.？ cooperative partner

Who is our important partner? Who are our important suppliers? What core resources have we obtained from our partners and what key businesses are our partners doing?

Let's take Vipshop as an example. Vipshop has a huge supplier network and more than 400 brands have established cooperative relations. At the same time, Vipshop will also cooperate with Pacific Insurance to launch a "genuine guarantee" service to purchase insurance for consumers.

For example, if you go to the station to buy tickets and recommend insurance, then the insurance company and the station are partners.

8.？ fixed cost

Needless to say, this is easy to understand. In short, all the places where you need to spend money are costs, such as e-commerce companies, including site costs, labor costs, marketing costs, warehousing costs, logistics costs and procurement costs.

9.？ income sources

If you don't make money, even if the boss is willing to do it, the company should not survive. Of course, you may say that there is investment, and investors are not fools. He invests now because he wants to get richer returns in the future.

Regarding the source of income, we should consider the following questions: What kind of value can make users willing to pay? What are they paying now? How do they control the cost? How do they prefer to pay? What is the proportion of each income source to the total income?

Internet profit models are mainly divided into traffic realization model, commission sharing model, value-added service model and fee-based service model.

Traffic realization mode: Baidu advertisement, 360 browser advertisement.

Commission sharing mode: directly serve customers and charge a certain share. For example, the revenue platform of the live broadcast platform anchor participates in the sharing.

Value-added service mode: basic functions are free, and advanced functions are charged. For example, QQ members.

Fee-based service mode: for example, selling ERP system, software and paid email.

Second, the relationship between the elements

Value proposition is the core? One end of the value proposition is the cost structure, and the other end is the source of income. Only when the product manager creates the value of the product can he consider the source of income. Let's look at it one by one.

User segmentation: know the target users of your products.

Channel: You want to promote your products and put them in advertising spaces such as App Store and Android Market, so as to increase more exposure and cost.

User relationship: You do various operational activities to maintain your user relationship.

Core resources: For example, if the product you develop has high technical requirements, you need strong technical resources.

Key business: For example, making community-based products like Zhihu requires good content precipitation.

Partners: For example, many e-commerce companies need to cooperate with suppliers and logistics. These are your partners.

Vertically, partners, key businesses and core resources * * * all constitute your cost structure. User relationship, user segmentation and channel channels are the factors to be considered in your income source.

From a horizontal perspective, the cost structure and revenue sources are things that management likes to see.

Third, give an example.

Take the product manager as an example:

value proposition

What value can it provide?

Product planning, writing documents and promoting the smooth progress of the project.

Customer segmentation

Who can I serve?

Theoretically, all Internet companies, such as you are engaged in Internet finance, then you can provide better services for Internet finance companies.

Key business

What should I do?

Do a good job and push the project online on time.

Channel channel

What channels are used to reach these users?

Worry-free future, boss direct employment, Zhilian recruitment, etc.

client relations

How to maintain the relationship with customers?

I work hard, my boss pays wages and bonuses on time, and occasionally gets together for dinner.

Important resources

What can you do?

I am a product manager and have several years' experience in product work.

cooperative partner

Who is my partner?

UI design, front-end engineer, back-end engineer, test engineer, operation, application? Marketing.

fixed cost

What fees do I need to provide?

Going to work at a fixed time every day costs a certain amount of time and energy.

income sources

What's my income?

Salary, bonus, performance, year-end bonus, etc.

Take Baidu search as an example.