WEEK 3

PART 1: BUSINESS MODEL CANVAS

BY:
DR. NUR IZZATI AB. GHANI
Apa itu Business
Model Canvas @
BMC?
 Apa itu
Business Model Canvas adalah alat/tool
Business Model yang digunakan untuk menggambarkan
Canvas @ sesuatu prosess perniagaan secara
BMC? HOLISTIK, MUDAH & JELAS di
dalam 1 kanvas.

Business Model Canvas juga dilihat

sebagai satu teknik MUDAH untuk
membina bisnes model yang telah
disusun secara sistematik.
 Bakal usahawan yang mahu memulakan
bisnes.

Siapa yang
perlu Usahawan yang telah lama berniaga yang
menggunakan ingin menambahbaik/memulihkan
BMC? bisnes.

Usahawan yang telah lama berniaga yang

ingin meluaskan empayar bisnes mereka.
 Bagaimana BMC dapat
membantu bakal usahawan
@ usahawan yang telah
lama berniaga?
Di dalam Business Model Canvas,
terdapat 9 pecahan blok yang
penting yang mewakili proses
perniagaan.

Setiap block mempunyai fungsi

yang saling mempengaruhi antara
satu sama lain.
 Siapa pelanggan
anda??
Blok ini memfokuskan kepada Customer Segment/
sasaran pelanggan tertentu yang Segmen Pelanggan
berpotensi untuk membeli
produk/servis anda?

• Customer segments refer
to the target people and/or
organizations you are
offering value proposition.
• They can be divided into
groups of individuals or
organizations that have
similar demographics,
psychographics, behavior,
geographical characteristics
or other multidimensional
combinations.
Demographics Psychographics
Firms often segment customers on the Customers can also be segmented on the basis of
basis of demographics: psychographics:
• age, • lifestyles,
• family size, • personalities
• gender, • values
• income,
• occupation,
• education,
• race,
• nationality
• and social class
Geographical characteristics Behavior
Given the extent to which incomes, One of more popular ways of segmenting
• cultures, consumers to target with a product is to use
• and government polices behavioral variables, such as the occasions on
which the:
Can vary from country to country and from region • product is used (heavy user, medium user, light
to region within a country, one can expect user)
preference to also vary from one such location to • The product's benefits (choosing products and
another. services based on the features and solutions
that matter to them most).
• the user's status,
• usage rate, and
• The user's attitude towards the product.
Multidimensional combinations
Rather than use one criteria such as psychographics, demographics or geographical characteristics to
segment a market, a fırm can use two or more criteria.
Source: https://ibuzzle.com/understanding-behavioral-segmentation-with-examples
Nilai apa yang ada pada
produk anda, tetapi tidak
ada pada pesaing?
Value Proposition/
Tawaran Nilai
Apa kelainan yang
membuatkan pelanggan
perlu memilih
produk/servis anda.
 Recap figure 11.3 (pg. 86)…jangan syok dengan produk sendiri..sebab:

Most of the Customers pick product VALUE

• A company’s value proposition is what
distinguishes itself from its competitors. base on their AIOD!
• Value is provided through various
elements such as:

1) Newness
2) Performance
3) Customization
4) Reliability in getting the job done
5) Design
6) Brand
7) Price
8) Cost reduction
9) Risk reduction
10)Accessibility
11)Convenience
 USP

FAB VP UVP

POP-
POD
..what makes a product better than the competition…

(a) Unique Selling Proposition (USP)

What value we offer to our customers?
• USP is often considered synonymous
• Newness? with value proposition (especially in
• Performance?
• Customization? relation to copywriting), but it only
• Reliability in getting the job done? focuses on what makes a product
• Design?
• Brand? better than the competition.
• Price?
• Cost reduction?
• Risk reduction?
• Accessibility?
• Convenience?
(b) Unique Value Proposition (UVP) –
pg.87

• UVP has a strong focus on

uniqueness, which makes it less
useful for the general market but it is
useful to specific target market due
to its unique features.
(c) Feature-Advantage-Benefit (FAB)

FAB is a process that helps an entrepreneur figure

out what each of the products features means to
customers, which enables the entrepreneur to
address their concerns, desires, wants, and
needs. Start by listing the product's features, then
consider the advantages it creates (e.g. a knife that
would not corrode). Finally turn that into the
practical benefit (e.g. there is no need to buy a new
knife every year).
(d) Points of Parity-Points of Difference (POP-POD)

POP-POD is a process used to find differentiating factors between businesses. Start by finding points of parity-the factors
in common with competitors, then find the points of difference-the business aspects that is different to competitors.

Apa pilihan En Azwan Alif?

Kelisa ku! Sempit! Anak

tak selesa, tak selamat..
banyak taknya!!
Gain/ want
Proton Exora

Perodua Alza

Toyota Avanza

Nissan All-New Serena

https://www.hallo.my/kereta-terbaik-untuk-keluarga/
Bagaimana usahawan
mendapatkan
pelanggan?

Bagaimana
Channel/Saluran
memperkenalkan
produk/servis kepada
pelanggan?
 Saluran/Channels
Meningkatkan kesedaran pelanggan terhadap produk/perkhidmatan

Membantu pelaggan menilai value proposition organisasi perniagaan /

syarikat.
Membolehkan pelanggan membeli produk dan perkhidmatan yang
Fungsi mereka mahu

Saluran Menyampaikan tawaran nilai kepada pelanggan

Memberikan perkhidmatan sokongan selepas pembelian (post-purchase

customer support)
 Fasa Saluran/Channels
Bagaimana
1. Kesederan pelanggan/Awareness /How?

2. Penilaian/Evaluation

3. Pembelian/Purchase

4. Penyampaian/Delivery

5. Sokongan selepas pembelian/After sales

 Own Channel

• Direct:
• Sales team syarikat, laman web syarikat, atau kedai
kepunyaan syarikat

Own Channel
Jenis-jenis
Saluran/Types • Indirect:
• Kedai/retail stores yang dikendalikan oleh
of Channels organisasi.

Partner Channel

• Indirect:
• Pengedaran melalui pemborong, retail atau laman
web ejen jualan
DISTRIBUTION CHANNEL
 Tujuannya adalah:
Customer
1. Customer Acquisition
2. Customer retention Relationship
3. Increase Sales

Bagaimana Usahawan
mencipta hubungan
dengan Pelanggan?
Customer Relationships are the types of relationships a company establishes with specific
customer Segments. Customer relationships may be driven by one or more of these three
motivations:

a) Customer Acquisition
Customer acquisition is the process of bringing new customers or clients to your business. The goal
of this process is to create a systematic, sustainable acquisition strategy that can evolve with new
trends and changes.
b) Customer Retention

• The customer retention definition in marketing is the process of engaging existing customers to
continue buying products or services from your business.

• Customer retention is the act of keeping your current consumers. Being able to hold on to
customers will increase your sales and profit.

Why Your Existing Customers Are Important:

The guide Marketing Metrics explains you only have a 5-20% chance of selling to new buyers, but a 60-
70% chance of selling to your existing customers.

Acquiring new consumers is five to 25 times expensive than retaining your existing customers. Control
your current customer base is a simpler way to increase your profits than marketing to new prospects.
c) Increased Sales (Upscaling)

Basic steps to increase sales volume and build brand value at the same time:

• Pile on the benefits

Offer customers an opportunity to save time and save money, and sales will increase. Offer them multiple opportunities to do
both and sales will soar dramatically. For example, structure the sales message to stress both the time-saving and money-saving
benefits of the product or service. Then, include a discount price offer if customers buy before a certain deadline. Finally figure
out how to deliver all or some of what has been bought immediately.

• Make buying easy

Look for ways that can make the buying process easier and faster. For example, design the selling procedure so that customers do
not have to make unnecessary decisions. Every decision they have to make interrupts the buying process and diverts their
attention away from completing the sale. Follow up after the sale with a personalized "thank you" message and include a brief
request for the information.

• Follow up
Selling is not a one-step process. Most people do not buy something the first time they see or hear about it. Salvage many of these
potential customers with an effective follow-up system, which in turn builds a supportive relationship that gains trust and
eventually the sale. Make sure there is a way to get contact details (i.e. phone number/email address, etc.) for the website
visitors. For example, offer customers a complimentary special report or other useful information delivered only by email.