Business Model Canvas (BMC)
Created by Alexander Osterwalder and Yves Pigneur, published in "Business Model Generation" (2010).
The Nine Building Blocks
┌─────────────┬────────────┬────────────┬────────────┬─────────────┐
│ 8 │ 7 │ 2 │ 4 │ 1 │
│ Key │ Key │ Value │ Customer │ Customer │
│ Partners │ Activities │Proposition │Relationships│ Segments │
│ │ │ │ │ │
│ ├────────────┤ ├────────────┤ │
│ │ 6 │ │ 3 │ │
│ │ Key │ │ Channels │ │
│ │ Resources │ │ │ │
│ │ │ │ │ │
├─────────────┴────────────┴────────────┴────────────┴─────────────┤
│ 9 │ 5 │
│ Cost Structure │ Revenue Streams │
│ │ │
└──────────────────────────┴────────────────────────────────────────┘
Fill Order
Start from the right side (customers) and work left:
- Customer Segments → 2. Value Propositions → 3. Channels → 4. Customer Relationships → 5. Revenue Streams → 6. Key Resources → 7. Key Activities → 8. Key Partners → 9. Cost Structure
Block Definitions
1. Customer Segments
Who are you creating value for?
| Segment Type |
Description |
| Mass Market |
Large group, similar needs |
| Niche Market |
Specialized segment |
| Segmented |
Slightly different needs |
| Diversified |
Unrelated segments |
| Multi-sided |
Two+ interdependent segments (e.g., platform) |
Questions:
- Who are our most important customers?
- What are their common characteristics?
- What are their distinct needs?
2. Value Propositions
What value do you deliver to the customer?
| Value Type |
Examples |
| Newness |
First to offer, innovation |
| Performance |
Better, faster, stronger |
| Customization |
Tailored to needs |
| Getting the job done |
Helps complete a task |
| Design |
Aesthetics, user experience |
| Brand/Status |
Prestige, social signaling |
| Price |
Lower cost, better value |
| Cost Reduction |
Helps save money |
| Risk Reduction |
Warranties, guarantees |
| Accessibility |
Available to new customers |
| Convenience |
Easier to use/buy |
Questions:
- What bundle of products/services do we offer?
- Which customer needs are we satisfying?
- What problems are we helping solve?
3. Channels
How do you reach customers and deliver value?
| Phase |
Channel Examples |
| Awareness |
Advertising, PR, social media |
| Evaluation |
Website, reviews, trials |
| Purchase |
Online store, sales team, retail |
| Delivery |
Digital download, shipping, service |
| After Sales |
Support, community, updates |
Questions:
- How do customers want to be reached?
- Which channels work best?
- Which are most cost-efficient?
4. Customer Relationships
What type of relationship does each segment expect?
| Relationship Type |
Description |
| Personal Assistance |
Human interaction |
| Dedicated Personal |
Assigned representative |
| Self-Service |
No direct relationship |
| Automated Services |
Personalized self-service |
| Communities |
User communities |
| Co-creation |
Customers help create value |
Questions:
- What relationship does each segment expect?
- How do we acquire, retain, grow customers?
- How costly is each relationship type?
5. Revenue Streams
How do you capture value?
| Revenue Type |
Examples |
| Asset Sale |
One-time product sale |
| Usage Fee |
Pay per use |
| Subscription |
Recurring fee |
| Lending/Leasing |
Temporary access |
| Licensing |
Permission to use IP |
| Brokerage |
Commission on transactions |
| Advertising |
Fees for ads |
Pricing Mechanisms:
- Fixed: List price, feature-dependent, volume-dependent
- Dynamic: Negotiation, yield management, real-time market
Questions:
- What are customers willing to pay for?
- How do they prefer to pay?
- What's each stream's contribution?
6. Key Resources
What assets are required?
| Resource Type |
Examples |
| Physical |
Facilities, equipment, inventory |
| Intellectual |
Patents, brands, data, copyrights |
| Human |
Experts, skilled team |
| Financial |
Cash, credit, stock options |
Questions:
- What resources does our value proposition require?
- Our channels? Relationships? Revenue streams?
7. Key Activities
What must you do to make the model work?
| Activity Type |
Examples |
| Production |
Design, make, deliver |
| Problem Solving |
Consulting, solutions |
| Platform/Network |
Managing, promoting, developing |
Questions:
- What activities does our value proposition require?
- Our channels? Relationships? Revenue streams?
8. Key Partners
Who helps you operate?
| Partnership Type |
Motivation |
| Strategic Alliance |
Non-competitors working together |
| Coopetition |
Competitors partnering |
| Joint Venture |
Developing new business |
| Buyer-Supplier |
Reliable supply |
Questions:
- Who are key partners and suppliers?
- What activities do partners perform?
- What resources come from partners?
9. Cost Structure
What are the most important costs?
| Cost Type |
Characteristics |
| Cost-Driven |
Minimize costs wherever possible |
| Value-Driven |
Focus on value creation |
| Cost Categories |
Description |
| Fixed Costs |
Same regardless of volume (rent, salaries) |
| Variable Costs |
Vary with volume (materials, commissions) |
| Economies of Scale |
Cost per unit decreases with volume |
| Economies of Scope |
Cost advantages from breadth |
Example: ThepExcel BMC
### Customer Segments
- Thai office workers wanting Excel/data skills
- Managers needing team training
- Corporate HR for employee development
### Value Proposition
- Practical Thai-language Excel/Power BI training
- Job-focused, immediately applicable
- Self-paced with expert support
### Channels
- Website (thepexcel.com)
- YouTube (awareness)
- Facebook/Line (community)
- Corporate sales
### Customer Relationships
- Self-service courses
- Community support (Facebook group)
- Dedicated support for corporate
### Revenue Streams
- Course sales (one-time)
- Subscription (potential)
- Corporate training (contracts)
### Key Resources
- Course content library
- ThepExcel brand
- Instructor expertise
### Key Activities
- Content creation
- Platform maintenance
- Marketing/sales
- Customer support
### Key Partners
- Payment processors
- Hosting providers
- Corporate HR networks
### Cost Structure
- Content production
- Platform costs
- Marketing spend
- Support team
Tips for Filling
- Use sticky notes - One idea per note, easy to move
- Be specific - Avoid vague statements
- Customer language - Use words they would use
- Multiple canvases - One per segment if needed
- Iterate - First draft won't be perfect
- Test assumptions - Validate with customers
1---2name: 1128-business-model-canvas-dedaa4293description: Business Model Canvas (BMC)4---5# Business Model Canvas (BMC)67Created by Alexander Osterwalder and Yves Pigneur, published in "Business Model Generation" (2010).89## The Nine Building Blocks1011```12┌─────────────┬────────────┬────────────┬────────────┬─────────────┐13│ 8 │ 7 │ 2 │ 4 │ 1 │14│ Key │ Key │ Value │ Customer │ Customer │15│ Partners │ Activities │Proposition │Relationships│ Segments │16│ │ │ │ │ │17│ ├────────────┤ ├────────────┤ │18│ │ 6 │ │ 3 │ │19│ │ Key │ │ Channels │ │20│ │ Resources │ │ │ │21│ │ │ │ │ │22├─────────────┴────────────┴────────────┴────────────┴─────────────┤23│ 9 │ 5 │24│ Cost Structure │ Revenue Streams │25│ │ │26└──────────────────────────┴────────────────────────────────────────┘27```2829### Fill Order3031Start from the right side (customers) and work left:32331. Customer Segments → 2. Value Propositions → 3. Channels → 4. Customer Relationships → 5. Revenue Streams → 6. Key Resources → 7. Key Activities → 8. Key Partners → 9. Cost Structure3435---3637## Block Definitions3839### 1. Customer Segments4041**Who are you creating value for?**4243| Segment Type | Description |44|--------------|-------------|45| **Mass Market** | Large group, similar needs |46| **Niche Market** | Specialized segment |47| **Segmented** | Slightly different needs |48| **Diversified** | Unrelated segments |49| **Multi-sided** | Two+ interdependent segments (e.g., platform) |5051**Questions:**52- Who are our most important customers?53- What are their common characteristics?54- What are their distinct needs?5556---5758### 2. Value Propositions5960**What value do you deliver to the customer?**6162| Value Type | Examples |63|------------|----------|64| **Newness** | First to offer, innovation |65| **Performance** | Better, faster, stronger |66| **Customization** | Tailored to needs |67| **Getting the job done** | Helps complete a task |68| **Design** | Aesthetics, user experience |69| **Brand/Status** | Prestige, social signaling |70| **Price** | Lower cost, better value |71| **Cost Reduction** | Helps save money |72| **Risk Reduction** | Warranties, guarantees |73| **Accessibility** | Available to new customers |74| **Convenience** | Easier to use/buy |7576**Questions:**77- What bundle of products/services do we offer?78- Which customer needs are we satisfying?79- What problems are we helping solve?8081---8283### 3. Channels8485**How do you reach customers and deliver value?**8687| Phase | Channel Examples |88|-------|-----------------|89| **Awareness** | Advertising, PR, social media |90| **Evaluation** | Website, reviews, trials |91| **Purchase** | Online store, sales team, retail |92| **Delivery** | Digital download, shipping, service |93| **After Sales** | Support, community, updates |9495**Questions:**96- How do customers want to be reached?97- Which channels work best?98- Which are most cost-efficient?99100---101102### 4. Customer Relationships103104**What type of relationship does each segment expect?**105106| Relationship Type | Description |107|-------------------|-------------|108| **Personal Assistance** | Human interaction |109| **Dedicated Personal** | Assigned representative |110| **Self-Service** | No direct relationship |111| **Automated Services** | Personalized self-service |112| **Communities** | User communities |113| **Co-creation** | Customers help create value |114115**Questions:**116- What relationship does each segment expect?117- How do we acquire, retain, grow customers?118- How costly is each relationship type?119120---121122### 5. Revenue Streams123124**How do you capture value?**125126| Revenue Type | Examples |127|--------------|----------|128| **Asset Sale** | One-time product sale |129| **Usage Fee** | Pay per use |130| **Subscription** | Recurring fee |131| **Lending/Leasing** | Temporary access |132| **Licensing** | Permission to use IP |133| **Brokerage** | Commission on transactions |134| **Advertising** | Fees for ads |135136**Pricing Mechanisms:**137- Fixed: List price, feature-dependent, volume-dependent138- Dynamic: Negotiation, yield management, real-time market139140**Questions:**141- What are customers willing to pay for?142- How do they prefer to pay?143- What's each stream's contribution?144145---146147### 6. Key Resources148149**What assets are required?**150151| Resource Type | Examples |152|---------------|----------|153| **Physical** | Facilities, equipment, inventory |154| **Intellectual** | Patents, brands, data, copyrights |155| **Human** | Experts, skilled team |156| **Financial** | Cash, credit, stock options |157158**Questions:**159- What resources does our value proposition require?160- Our channels? Relationships? Revenue streams?161162---163164### 7. Key Activities165166**What must you do to make the model work?**167168| Activity Type | Examples |169|---------------|----------|170| **Production** | Design, make, deliver |171| **Problem Solving** | Consulting, solutions |172| **Platform/Network** | Managing, promoting, developing |173174**Questions:**175- What activities does our value proposition require?176- Our channels? Relationships? Revenue streams?177178---179180### 8. Key Partners181182**Who helps you operate?**183184| Partnership Type | Motivation |185|------------------|------------|186| **Strategic Alliance** | Non-competitors working together |187| **Coopetition** | Competitors partnering |188| **Joint Venture** | Developing new business |189| **Buyer-Supplier** | Reliable supply |190191**Questions:**192- Who are key partners and suppliers?193- What activities do partners perform?194- What resources come from partners?195196---197198### 9. Cost Structure199200**What are the most important costs?**201202| Cost Type | Characteristics |203|-----------|-----------------|204| **Cost-Driven** | Minimize costs wherever possible |205| **Value-Driven** | Focus on value creation |206207| Cost Categories | Description |208|-----------------|-------------|209| **Fixed Costs** | Same regardless of volume (rent, salaries) |210| **Variable Costs** | Vary with volume (materials, commissions) |211| **Economies of Scale** | Cost per unit decreases with volume |212| **Economies of Scope** | Cost advantages from breadth |213214---215216## Example: ThepExcel BMC217218```markdown219### Customer Segments220- Thai office workers wanting Excel/data skills221- Managers needing team training222- Corporate HR for employee development223224### Value Proposition225- Practical Thai-language Excel/Power BI training226- Job-focused, immediately applicable227- Self-paced with expert support228229### Channels230- Website (thepexcel.com)231- YouTube (awareness)232- Facebook/Line (community)233- Corporate sales234235### Customer Relationships236- Self-service courses237- Community support (Facebook group)238- Dedicated support for corporate239240### Revenue Streams241- Course sales (one-time)242- Subscription (potential)243- Corporate training (contracts)244245### Key Resources246- Course content library247- ThepExcel brand248- Instructor expertise249250### Key Activities251- Content creation252- Platform maintenance253- Marketing/sales254- Customer support255256### Key Partners257- Payment processors258- Hosting providers259- Corporate HR networks260261### Cost Structure262- Content production263- Platform costs264- Marketing spend265- Support team266```267268---269270## Tips for Filling2712721. **Use sticky notes** - One idea per note, easy to move2732. **Be specific** - Avoid vague statements2743. **Customer language** - Use words they would use2754. **Multiple canvases** - One per segment if needed2765. **Iterate** - First draft won't be perfect2776. **Test assumptions** - Validate with customers
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