Here, you'll define how you plan to capture value, and the attention

of your customers. This tool will help you understand what business
model is right for you, and help plan your marketing activities.

Through this tool, you’ll be able to:

• Understand and choose what business
model is best for you.
• Learn about marketing funnels.
• Create your own marketing funnels
per customer segment.

Business Model & Marketing

 Customer Model-Fit

Answer the questions below by ranking where each

customer segment falls.

• How tangible is your venture?

Intangible Tangible

Service Marketplace Digital Production Physical Product

• Do your customer segments pay for your product/venture?

No Yes

Do Not Pay Pay to Upgrade Pay

• How often do your customers pay for your product/service?

Never Frequently

Never Once Annually Monthly Weekly Daily

 Business Model
Select all of the business models that could be interesting for your
business by ticking their boxes.

Select as many as want, and try to think outside the box! How could each
model apply to your business? Which ones have interesting elements for you?

-Distribution-Related:

 Direct Sales: Sell directly to customers; no middle-man.

 Retailer: Purchase from a distributor or wholesaler, and then sell to the
general public.

 Manufacturer/Producer: Obtain the raw materials, create product and sell

it to others.

-Payment-Related:

 Subscription: Charge a fee to provide access to service(s).

 Freemium: Offer basic services for free and charge for premium services.
 Pay-As-You-Go: Charge for the actual usage of a product/service.
 Leasing Model: Renting a high-margin and high price product.
 Brokerage: Facilitate transactions for a fee.
 Peer-to-Peer: Sharing economy; You’re a platform for users to interact, and
you charge for each transaction.

Reaching Lower Costs:

 Low-Touch Model: Offering a lower price by lowering the

service standards.
 Amazon Model: Offer low price by receiving payment before delivering the
offering and almost not owning any stocks.

-Alternative Business Models:

 SaaS (Software as a Service): Instead of installing and maintaining

software, you simply access it via the Internet.

 Data Model: Sell data such as consumer behavior to interested

organizations.

 Advertising Model: Make revenue from advertising other

business.

 PaaS (Product as a Service): Instead of selling the product itself, you sell
the service or the experience that the product provides (eg. Renting a Car).

 Manufacturer/Producer: Obtain the raw materials, create product and sell

it to others.
 Business Model Ideation

For each of your business models, write a brief description

of how this model could benefit your venture.

Business Model Description

 Business Model Creation

Create and define the best business model for each customer
segment, and write a brief description.

You can select one business model or put together a combination of models to
suit your unique business. You might choose the same business model(s) for all
customer segments, or different ones for each.

•
Segment: •

•
Segment: •

•
Segment: •

•
Segment: •
 TOFU Marketing

Start to build the top of your funnel by coming up with the main ways you plan
to attract customers at the very early stages. Write the TOFU activities you plan
to make each customer segment aware of your product.

Segment:

Segment:

Segment:

Segment:
 MOFU Marketing

Write the activities that will move each customer segment from being aware of
your product to being interested in it. Draft ideas for the middle of your funnel
by coming up with the main ways you plan to "hook" your visitors.

Segment:

Segment:

Segment:

Segment:
 BOFU Marketing
Write the activities that will convert your leads into real customers.

Segment:

Segment:

Segment:

Segment:
 Sales Strategy

Use this section to estimate your marketing funnel per customer segment.

Customer Segment:

-How many visitors do you expect to receive per month? (TOFU)

-How many leads do you expect per month? (MOFU)

-How many customers do you expect per month? (BOFU)

-How much will your marketing activities cost per month?

Cost of acquisition: monthly cost/number of acquired customers per month

Cost of acquisition =

Customer Segment:

-How many visitors do you expect to receive per month? (TOFU)

-How many leads do you expect per month? (MOFU)

-How many customers do you expect per month? (BOFU)

-How much will your marketing activities cost per month?

Cost of acquisition: monthly cost/number of acquired customers per month

Cost of acquisition =
Customer Segment:

-How many visitors do you expect to receive per month? (TOFU)

-How many leads do you expect per month? (MOFU)

-How many customers do you expect per month? (BOFU)

-How much will your marketing activities cost per month?

Cost of acquisition: monthly cost/number of acquired customers per month

Cost of acquisition =

Customer Segment:

-How many visitors do you expect to receive per month? (TOFU)

-How many leads do you expect per month? (MOFU)

-How many customers do you expect per month? (BOFU)

-How much will your marketing activities cost per month?

Cost of acquisition: monthly cost/number of acquired customers per month

Cost of acquisition =
 Final Marketing Funnel
Explain why the marketing model you chose is the right one
for each of your customer segments.

Consider the following questions:

• Why this specific business model for this segment?
• What are your ideas about the best activities for this
segment?
• What’s your reasoning behind the numbers?
• Will this business model allow you to survive short-term?
• Does it bring a stable cashflow?

Segment:

Segment:

Segment:

Segment: