BUSINESS

MODEL
CANVAS

Delivered by

Zaidi
UTM XCITE
 RAMESH K S @ MOHD ZAIDI BIN ABD ROZAN
Email: mdzaidi@utm.my / drmohdzaidi@gmail.com
Learning Outcomes
Able to:

• Briefly explain Why, How & What is Business Model

Canvas (BMC) & its Nine building blocks

• Develop Customers Profile by Discovering Customers

using the Value Proposition Canvas (VPC)

• Design Value Proposition appropriate for the

Customers Profile Discovered using the VPC

• Develop your Value Proposition Statement

1. Name

2. Short 2 syllables name

3. What are you doing now?

4. Briefly explain the challenges in your

Product(s) and/or Services
BUSINESS
MODEL
CANVAS

Delivered by

Zaidi
UTM XCITE
 Why & How of BMC?
Fast

Why Concise
BMC Communication

Portable
How Collect ideas
BMC
Story
 THE BUSINESS MODEL CANVAS

Key Key Value Customer

Partners Activities Proposition Relationships Customer
Segments

Key Channels
Resources

Cost Revenue
Structure Streams
Discuss with your neighbor friend
Discuss with your neighbor friend
BUSINESS MODEL
CANVAS

8
7
4

6 1
2 3

9 5
 CUSTOMER SEGMENTATIONS

✓ Different groups of people or organizations an enterprise aims to reach

and serve
 VALUE PROPOSITIONS

1
2

✓ the bundle of products and services that can create value for a specific
customer segments
 CHANNELS

1
2
3

✓ how a company communicates with and reach its customer segments

to deliver a value proposition
 CUSTOMER RELATIONSHIPS

✓ The type of relationship each of our Customer Segments expect us to

establish and maintain with them
 REVENUE STREAMS

1
2 3

✓ Revenue Streams is the building block representing the cash (not

profit, which is revenue minus costs) a company generates from each
Customer Segment. Such Revenues are the lifeblood of a company.
 KEY RESOURCES

6 1
2 3

✓ The Key Resources Building Block describes the most important assets
required to make a business model work
 KEY ACTIVITIES
7 4

6 1
2 3

✓ The Key Activities Building Block describes the most important things a
company must do to make its business model work
 KEY PARTNERSHIPS
7
4

6 1
8 2 3

✓ The Key Partnerships Building Block describes the network of suppliers

and partners that make the business model work
 COST STRUCTURE
7
4

6 1
8 2 3

9 5

✓ The Cost Structure describes all costs incurred to operate a business

model
The nine business model Building
Blocks form the basis for a handy
tool, which we call the Business
Model Canvas.
THE BUSINESS MODEL CANVAS
BUSINESS
MODEL
CANVAS

Delivered by

Zaidi
UTM XCITE
 Value Proposition

... the combination of products and

services that create value for a
particular customer segment.
 Products + Services

... the combination of products and

services that create value for a
particular customer segment.
 Customers

... the combination of products and

services that create value for a
particular customer segment.
By Hannes Jentsch & Martin Jordan
1. Functional Job:____________________________________

2. Personal/Emotional Job :___________________________________

3. Social Job :____________________________________

4. What are the Pains you met/realized to Get Your Job

Done!:_____________________________________________________

5. What are the Gains you want to achieve by getting Your Job Done!
:____________________________________

Short Description of the situational context (when, where, who, what):

:____________________________________

The items purchased:____________________________________(Hired Solution)

 Value Proposition
Canvas
Part One: Customer Profile Map
Value Map Customer Profile Map
 Customer Profile Map:
Jobs

What things are your customers

trying to get done in their work or
in their life?
 Customer Profile Map:
Gains

What the outcomes or benefits that

your customers want?
(e.g. social gains, positive emotions, cost savings)
 Customer Profile Map:
Pains

What annoys your customers or

prevents them from getting their jobs
done?
 Value Proposition
Canvas
Part One: Customer Profile Map
ACTIVITY
 Instructions
You are to do your individual Customer Profile Map with the
help of your other one friend. Work in pair to:

• Discuss jobs, pains, gains

• Connect to your customer segment

• Use the “trigger” questions in your folder

• Write ideas on sticky notes

• One idea per sticky note

• Add notes to the customer profile map

• Time: 45 minutes
 Value Proposition
Canvas
Part One: Customer Profile Map

DEBRIEF
 Debrief
• Pair up with another new friend

• Share the five most interesting ideas

from each section

• Ask clarifying questions

• Time: 10 minutes (5 minutes each)

Value Proposition
Canvas

LUNCH BREAK
Value Proposition
Canvas

Part Two: Value Map

Value Map Customer Profile Map
 Value Map: Products &
Services

What products or services do you

offer that your customer would be
interested in?
 Value Map: Gain
Creators

How do your products create

customer gains? How will you
produce the outcomes your
customer wants?
 Value Map: Pain
Relievers

How do your products alleviate

customer pains? How will you
reduce the frustrations your
customer experiences?
Value Proposition
Canvas
Part Two: Value Map

ACTIVITY
 Instructions
• Discuss products and services, pain
relievers, gain creators
• Use the “trigger” questions in your folder

• Write ideas on sticky notes

• One idea per sticky note

• Add notes to the value map

• Time: 30 minutes
Value Proposition
Canvas

Part Two: Value Map

REFLECTION
 Instructions
• As a group of four people select two
(2) of your most promising
ideas/opportunities
• What gains do they create?

• What pains do they solve?

• Be prepared to share

• Time: 15 minutes
Value Proposition
Canvas

Part Two: Value Map

DEBRIEF
 Debrief
• State your customer segment

• Share your most promising idea with the group

• What does it do for the customer?

• Explain from customer Jobs, pains & gains into your product &
services and how its support the gain and alleviate the pain

• Time: 5 minutes
Value Proposition
Canvas

Next steps
• Transcribe the canvases

• Draft value proposition statement

Value Proposition
Statement

Share with all ☺

THE JOURNEY….
CONCLUSION
• BMC is a dynamic on going document for Business
modeling

• Utilize VPC and Practice Empathy when

understanding Customer Segment (Job, Pain, Gain)

• Explore and develop your Value Proposition statement

• Now you have a much better way to validate your

Business Idea!
DISCUSSION
 THANK YOU
Credit goes to:

• My Guru Alex Osterwalder

• Jill Konrath

• Kareem Samara

• ARL Institute

• Jentsch & Jordan

RAMESH K S @ MOHD ZAIDI BIN ABD ROZAN, Assoc. Prof. Dr

ASSOC. PROF IN FACULTY OF COMPUTING/
DEPUTY DIRECTOR,
UTM CENTER FOR STUDENT INNOVATION & TECHNOLOGY ENTREPRENEURSHIP (UTM
XCITE), formerly known as UTMTEC
Professional Certification: PRINCE2, CBSA, MCTS, BASA, OBASHI, CSM, CT MT, WF MT
Email: mdzaidi@utm.my / drmohdzaidi@gmail.com