T H E U N I T E B U S I N E S S M O D E L F R A M E W O R K – o v e r v i e w o f ke y r e l a t e d m o d e l s

BTHUE USNIITN ESS M O DENVIRONMENT

E L I N N OVAT
CANVAS I O N PAT T E R N S
E BUSINESS MODEL
› Massive Transformative Purpose
FINANCIAL MODEL OPER ATING MODEL VALUE MODEL EXPERIENCE MODEL

CUSTOMER CUSTOMER
COST MODEL REVENUE MODEL VALUE CHAIN KEY RESOURCES KEY PARTNERS VALUE PROPOSITION PRODUCT SYSTEM SERVICE MODEL CHANNELS ENGAGEMENT RELATIONSHIPS BRAND

Create value through Create value through Create value through Create value through Create value through Create value through Create value through Create value through Create value through Create value through forms Create value through the nature Create value through
unique cost strategies creative ways of making money superior processes talent and assets better networks products product systems services the mode of delivery of customer engagement of your customer relationships brand strategy

Asset Standardization Add On Add on Financial Services Crowdsourcing Competency Center Affiliation Added Functionality Complements Added Value Context-Specific Augmented Reality Automated Services Brand Architecture
Reduce operating costs Offer a core product for slim or Capture revenue not only from Outsource repetitive or Cluster resources, practices and Include an additional service or Offer timely access to offerings Humanize your offerings with Combine self-service with highly Develop sub-brands to extend

BT HUE USNII TNE E S S IINTENTIONS

NTENTIONS
Support others in selling products, Add new capabilities to an existing Up-sell or cross-sell related or
and increase modularity by no margins; then realize profit on the direct sale but from after-sale challenging work to a large group expertise into centers to increase benefiting from their transactions. offering. peripheral products or services to function as part of the base price. that areappropriate for a specific intentional, on-brand immersive automated and personalized offeringsas variants of your brand
standardizing your assets. additional offerings. financial products. of semi-organised individuals. efficiency and effectiveness. a customer. situation. experiences. processes. for new target groups.

BUSINESS Cost Leadership (No Frills)

Keep variable costs low and sell
high volumes at low prices.
Advertising-Based
Provide a free product or service
and rely on hidden advertising
Auction
Allow a market and its users to set
the price for goods and services.
Flexible Manufacturing
Use a production system that can
rapidly react to changes and still
Corporate University
Provide job-specific or company-
specific training for managers.
Alliances
Share risks and revenue to jointly
improve individual competitive
Adjacent Jobs to be Done
Strengthen the overall offering by
developing in adjacent areas of the
Ecosystem Play
Develop platform API spaces that
target a unique set of players in an
Automatic Adjustment
Create services that differeniate
for varying levels of product usage
Cross Selling
Offer additional products or
services when customers are likely
Community & Belonging
Facilitate emotional connections
in order to make people feel that
Co-creation
Co-create products/services/
support/content with customers.
Brand Development
Develop your brand to engage the
emotions and attract new
revenue. operate efficiently. advantage. core customer JTBD. ecosystem. and support. to want to buy them. they are part of a movement. customers.

Costs per Unit Broker Bundled Pricing Intellectual Property Decentralized Management Competition Bespoke Extensions or Plug-Ins Concierge Digitization Customer Autonomy Communities Brand Leverage
Decrease costs per unit so as to Provide a platform where buyers Sell grouped products at a price Use a proprietary process to Devolve decision-making Join forces with a competitor to A Value Proposition that is Allow additions from internal or Provide premium service by Convert products or services into Grant customers the power to Leverage communities for critical Allow others to use your brand
improve the scalability of your cost and sellers can meet, thus less than the sum of individual commercialize ideas in ways that governance closer to the people or achieve common goals. completely tailored to each third-party resources that add taking on value-adding tasks for digital versions allowing for rapid shape their own experience. processes over the customer to lend them credibility while
structure. facilitating their interactions. products, increasing total revenue. others can’t copy. business. customer‘s requirements. functionality. customers. distribution. lifecycle. extending your reach.

Decrease Service Level
Attack a related space for which Decrease service levels through
automation or customer self-help
Cash Up Front
Receive payment upfront and earn
interest prior to product delivery.
Disaggregated Pricing
Allow customers to buy exactly
(and only) what they want.
Lean Production
Reduce waste and costs in your
manufacturing process and other
Incentive Systems
Offer rewards to provide
motivation for a particular course
Complementary Partnering
Leverage assets by sharing them
with companies that serve similar
Conservation
Design your product so that end
users can reduce their use of
Integrated Offering
Combine otherwise discrete
components into a complete
Customization
Allow the customer to tailor the
service to their preferences.
Diversification Customer Sourcing Long-Term Co-Branding
Add/expand into new or different
channels.
Gather key customer insights in a
way that benefits both parties and
Drive value by focusing on long-
term customer relationships and
Cooperate with complementary
brands to increase value.

you have a massive vision?

strengthens loyalty. Customer Lifetime Value (CLV).

VA LNU
I T EEVALUE
PRO P O S I T IC ANVAS
O N C A N VA S
communities. operations. of action. markets. energy or materials. experience.

Leverage your existing Customer

Economies of Scale
Value Proposition with the creation Create cost advantages as the
output expands.
of adjacent products?
THE U PROPOSITION
Flat Rate Dynamic Pricing Localization Innovation Teams Consolidation Demand-Driven Long Tail Guarantee E-Commerce Direct Marketing Automation Personal Assistance Component Branding
Single fixed fee charged for
product or service regardless of
Vary prices for an offering based
on demand.
Adapt an offering, process or
experience to target a specific
Combine talent and other key
assets in new ways that unlock
Acquire multiple companies in the
same market or complementary
Allow a customer to automatically
use more or less of a resource in
Sell small quantities of a large
range of digital products.
Remove customer risk of losses or
downtime from product failure or
Deliver traditional products and
services through online channels.
Use data, algorithms and know-
how to give your target market
Offer personal assistance to the
customer at key moments in the
Invest in additional branding of an
iconic component to leverage
overall brand value.
usage. culture or region. hidden value. markets. real time. purchase error. exactly what they want. relationship.

Exploit new opportunities based on Economies of Scope Forced Scarcity Freemium Lock In IT Integration Coopetition Ease of Use Modular Systems Lease or Loan Flagship Store Experience Automation Relationship Model Employer of Choice

newly available technologies (such as

Create cost advantages as the Limit the availability (by quantity, Draw customers in with a free Lock in customers via technological Integrate technology resources Cooperation between competing Make your product simple, Provide a set of individual Let customers pay over time to Create a retail outlet to showcase Remove repetitive tasks from users Dedicate a representative to work Create strong employer branding
scope of operations expands. time frame or access) to drive up product, while making certain mechanisms or product and applications. companies resulting in mutually intuitive and comfortable to use. components that gain utility when lower their upfront costs. quintessential brand and product to simplify their lives and make room specifically with high-value clients. to attract the best talent.
demand and prices. features available to paid users. interdependencies. benefical market growth. combined. aspects. for more pleasurable experiences.

Virtual Reality, Augmented Reality, Fixed to Variable Costs Bait & Hook Licensing Logistic Systems Knowledge Management Crowdfunding Engaging Functionality Product Bundling Loyalty Programs Go Direct Experience Enabling Self Service Increased Loyalty

Blockchain or Artificial Intelligence)? Turn fixed into variable costs by Sell the basic product cheaply Develop intellectual property that Manage the flow of resources Share relevant info internally to Finance a product or project by Provide an unexpected feature Sell several products as one Provide benefits and/or discounts Skip traditional retail channels and Offer a previously improbable Give customers the resources Strengthen the emotional bond of

Recreate your existing Value leasing or other schemes. and earn money through ongoing
purchase of consumables.
can be licensed to other parties
for a fee.
between the point of origin and
the point of use.
reduce redundancy and improve
performance.
harnessing small investors via the
Ichainnternet.
that elevates the customer
interaction.
combined offering. to frequent and high-value
customers.
connect directly with customers. set of experiences that appeal to
customer emotions.
to do their own support and
troubleshooting.
identification with customers to
motivate re-purchase.

Proposition for the digital age? Fractional Ownership

Share an asset that is occasionally
used across a group of owners.
Membership
Charge for access to offerings that
non-members don’t have.
Metered Use
Allow customers to pay only for
On-Demand Production
Produce items after an order has
what they use. been received to reduce inventory
costs.
Leverage Customer Data
Collect and analyze customer data
to increase revenue.
Franchising
License business principles,
processes and brand to paying
partners.
Environmental Sensitivity
Create offerings that reduce
resource needs or are even
beneficial to the environment.
Productize Services Managed Service
Managing complex processes for
Indirect Distribution
Use others as resellers who take
Experience Simplification
Reduce complexity and focus on
Single Point of Contact (SPOC)
Provide a single person that
Ingredient Branding
Create a brand that brings value
Package your service like a
product. customers on a proactive basis. responsibility for delivering delivering specific experiences a customer can contact with to an ecosystem of products and
offerings to the final user. exceptionally well. requests or inquiries. other brands.

Enhance an existing product with an Location On-Demand Pay per Use Predictive Analysis Make More of It Horizontal Intergration Feature Aggregation Product Line On-Demand Low Cost Center Gamification Switching Costs Private Label

additional service proposition? Relocation of operations to lower

cost environments.
Charge a premium for the
convenience of on-demand
services.
Capture revenue from usage or
from consumables down the line.
Model past data and predict future
success by designing and pricing
accordingly.
Sell excess assets and capability
capacity to other companies.
Increase the production of goods
and services at the same part of
the supply chain.
Combine a number of existing
features from disparate sources
into a single offering.
Create a product system that
allows customers to upgrade/
downgrade in terms of needs.
Provided services that deliver
value to a customer upon request.
Sell a high volume and wide
range of products in a low cost
enviornment.
Leverage gamification to enhance
insights gained from customer
interfaces.
Increase or decrease the costs asso-
ciated with a customer switching to
an alternative product or service.
Strengthen the retail company‘s
brand with a derived label.

Diversify to spread risk? Outsourcing

Strategically outsource non-core
activities to decrease costs and
Pay What You Want
Invite customers to set the price
they want to pay.
Performance-Based
Waive standard fees or costs if
certain goals are achieved, but
Process Automation
Apply tools/systems to manage
routine activities in order to free
Organizational Design
Make form follow function and
align your structure with core
Merger & Acquisition (M&A)
Combine two or more entities to
gain access to capabilities and
Focus
Design a product or service for a
particular audience.
Product/Service Platforms
Develop systems that connect
other products or services to
Personalization
The tailoring of a service to a
customer based on their personal
Outsourced Sales
Sell bulk/commoditized goods via
an independent sales forces.
Mastery
Help customers to obtain a useful
skill or deep knowledge of some
Transactional
Make the relationship with
customers transactional in nature.
Umbrella Brand
Leverage a single brand name for
the sale of several products.
improve business focus. charge extra if they are not. up employees’ time. qualities and processes. assets. create a holistic offering. information. activity or subject.
PRODUCT VALUE MAP CUSTOMER PROFILE COMPETING SOLUTIONS
internationalise with a Physical > Digital Assets
Move customer experiences from
Premium
Price at a higher margin than
Revenue Sharing
Share revenue across customer
Process Efficiency
Create more while using less
Outsourcing
Assign responsibility for
Open Business
Collaborate with with partners in
Market-Agnostic Specialization
Provide one value-adding step
Product Smartification
Develop smart add-on technology
Realtime/Scheduled
Fullfill a customer request
immediately or according to
Non-Traditional Channels
Employ relevant but creative
avenues to reach and service
Personalization
Alter a standard offering to allow
the projection of the customer’s

digitally-enabled model?
brick and mortar branches to competitors, usually for a superior bases and market interfaces. in terms of materials, energy developing or maintaining a the ecosystem to create additional across many different markets. to products and services that
online omni-channels. offering. consumption or time. system to an outside vendor. value. enhances customer value. schedule. customers. identity.

Disrupt yourself before someone
Pool Purchasing Power
Collaborate with other businesses
to save money on supplies and
Substitutes
Subscription Process Standardisation Reverse innovation Open Innovation Mass Customization Self-Service On-Demand Reward Engagement
Enjoy recurring revenue by Use common procedures to reduce Market a product produced for In-license or out-license processes Allow the customer to change the Provide tools to customers so that Deliver goods in real-time Reward customer engagement
charging customers upfront complexity, costs and errors. emerging markets as a low cost or patents to leverage, extend and offering to their own preferences they can serve themselves. whenever and whereever they are that promotes your brand.

else does? other goods. monthly payments. option in developed markets. build on expertise. and needs. desired.

Create a stock of innovations that you Shared Incentives Vertical Intergration Secondary Markets Opposites Attract Superior Service Pop-Up Presence Status & Recognition
Appreciate, recognize & reward
Benefits Experience
Emotional Jobs
Put shared incentives in place to Control key value chain steps, Connect waste streams or by- Create an offering that is diametrically Provide services that offer a better Create a noteworthy but

can quickly deploy when you face reduce costs. including all resources and
capabilities that create value.
products with those who want
them.
to competitors, the novelty of which
attracts new customers.
experience than your competitors. temporary space to showcase and/
or sell offerings.
customer‘s individual value.

Why What What do people

competition from new entrants or Virtual Office Supply Chain Integration Safety Supplementary Service Premium Experience Use Data
Emotional Risks of switching to
currently do instead?
other external factors?
Offer ancillary serivces that fit Sell premium offerings in a Use customer data to improve
Reduce office/operating costs by
working remotely.
Integrate information and/or
processes across different parts of
Increase the customer’s level of
confidence and security. with your offering. high-end customer experience customer engagement and your product?
Disrupt your commercial chain the value chain. environment. experience.
What does your What are the emotional What habits stand in
to create a direct relationship with Simplification Total Experience Management
product do? drivers of purchasing? the way of people ad-
customers, i.e convert B2B2C to B2C? So what is your intention? Omit superfluous details, features
and interactions to reduce
complexity.
Provide a thoughtful, holistic
experience across an offering’s
lifecycle.
opting your product?
Superior Product Try Before You Buy
Develop an offering of exceptional Let customers test and experience
offering before investing in it. Main Job-to- Fears
Elevator Pitch
design, quality and/or experience.

User Support Systems

be-Done Hidden
Reduce innovation risk?
Provide a communal resource for
product and service support, use
and extension. What are the key job
steps? What habits stand
Digitalize your sales channels? KeyKey
concerns?
concerns? in the way of people
T H E U N I T E I N N OVAT I O N & T R A N S F O R M AT I O N M O D E L S adopting your
product?
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Features What does it feel like
Functional Jobs
Future-proof your organization? How to use your product? Rational
What are the hidden
What does your
needs?
Inertia
product do?

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This work is licensed under the Creative Commons Attribution 4.0 International (CC BY-SA 4.0) license.
Designed by: Digital Leadership / digitalleadership.com. Based on the work of Peter Thomson which is based on the work of Steve Blank, Clayton Christensen, Seith Godin, Yves Pigneur and Alex Osterwalder and the original Value Proposition Canvas / Strategyzer.com.

T H E E X T E N D E D B U S I N E S S M O D E L C A N VA S
O
T HP
EUENR
I T EAT ING M
OPERATING O DCANVAS
MODEL E L C A N VA S
DRIVERS
› Data-driven Personas
Business Intentions & Objectives Massive Transformative Purpose

Firm infrastructure & Location Organisation

Suppliers & Partners Network

UNFAIR ADVANTAGE OPER ATING MODEL VALUE MODEL E XPERIENCE MODEL CUSTOMERS

Points of Value Chain Value Proposition Brand Customer Segments JT HOE B

U NS
I T -TO -BE-DO
E JOB-STATEMENT N E STAT E M E N T & M A P
& JOB-MAP
Differentiation

A. Job Statement
LOGISTICS OPERATIONS
PRODUCT
TECH
MARCOM CUSTOMER VALUE Key Resources Product System Customer
MGMT. & SALES SERVICE PROPOSITION
Relationships The Job Statement is one sentence describing the whole context where we are looking to
& -Engagement help the customer. It is in the voice of the customer and describes the progress they are
trying to achieve or struggle they are trying to overcome within a given situation.
Jobs-to-be-Done
HR (people!) Management Systems
“what is the progress I am trying to achieve or struggle I am trying to overcome”

Key Partners SERVICE MODEL Channels

Finance & Legal Information Service Model
B. The Job Map

The Job Map breaks the bigger Job down into eight logical steps to help us understand
COST MODEL RE VENUE MODEL a. the customer’s activities as they are trying to accomplish their job, and
b. the criteria a customer uses to assess if a Job is done well or not

Costs for value creation Income from customers

Define Locate Prepare Confirm Execute Monitor Modify Conclude
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a. Customer
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Designed by: Digital Leadership AG – digitalleadership.com. Building on the work of Andrew Campbell et al. TEAM Activities

People & Structure Values & Culture

b. Customer
Criteria

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Designed by: Digital Leadership AG – digitalleadership.com. Based on the original Business Model Canvas of Alexander Osterwalder / Strategyzer.com, the LEAN Canvas and the thinking of Patrick Stähler.

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Source: Helge Tennø.

› Learning & Growth Metrics

› Later Business Case

ITN
H EN
UNOVAT I O N TEAM
I T E INNOVATION TEA M ST R U C T U R E
STRUCTURE BTHUE USNIITN ESS M
E BUSINESS O DENVIRONMENT
MODEL E L E N V ICANVAS
R O N M E N T C A N VA S

TT HHE E
U N IC
T EU LT U CANVAS
CULTURE R E C (CORE)
A N VA S
– a framework for designing your organizational culture

Digital
The key ingredients to cultural transformation
Technical Marketeer
Technical teamteam

Communicating
MEANING LEADERSHIP ORGANISATION
Marketing
Manager
Technical Lead

UX/Service
Designer

Purpose Leading Decision Structures &

CORE TEAM Making Processes
UX Lead

Design Thinker
Business
Lead
Finance
Expert Designer Attitude
MINDSET
MINDSET
Product
Owner Entrepreneur

Values Hire for Recognizing & Working

culture fit Rewarding Environment
Growth-
Hacker

Chief Entrepreneur
(Senior sparring partner)
Operations
Product /
VP experts Aligning
the team

PEOPLE
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PRINCIPLES & RULES Formal & informal LETTING GO › What are our roadblocks?
› What do we want to leave behind?
Designed by: Digital Leadership AG – digitalleadership.com. Based on the work of Alexander Osterwalder / Strategyzer.com.

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Designed by: Susanne M. Zaninelli & Stefan F. Dieffenbacher.

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Designed by: Digital Leadership AG – digitalleadership.com.