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Business Model Canvas
Creating Value
made	
  by	
  Kevin	
  Yien
yien.kevin@gmail.com
@kevinyien
Housekeeping
ENGAGE
ASK
LAUGH
made	
  by	
  Kevin	
  Yien
3
made	
  by	
  Kevin	
  Yien
4
made	
  by	
  Kevin	
  Yien
5
$254,107,618.03
made	
  by	
  Kevin	
  Yien
6
made	
  by	
  Kevin	
  Yien
7
there’s a better way…
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
9
nine boxes!
…nine boxes?
made	
  by	
  Kevin	
  Yien
9
YES!
made	
  by	
  Kevin	
  Yien
9
made	
  by	
  Kevin	
  Yien
createdeliver
capture
made	
  by	
  Kevin	
  Yien
who uses this?
made	
  by	
  Kevin	
  Yien
Lifestyle Entrepreneurs
&
Small Businesses
Early Stage Startups
Late Stage Startups
Large Corporations
Government Agencies
Universities
made	
  by	
  Kevin	
  Yien
create
made	
  by	
  Kevin	
  Yien
CUSTOMER
SEGMENTS
made	
  by	
  Kevin	
  Yien
To	
  build	
  an	
  effective	
  business	
  model,	
  a	
  company	
  must	
  identify	
  which	
  customers	
  it	
  
tries	
  to	
  serve.	
  Various	
  sets	
  of	
  customers	
  can	
  be	
  segmented	
  based	
  on	
  the	
  different	
  
needs	
  and	
  attributes	
  to	
  ensure	
  appropriate	
  implementation	
  of	
  corporate	
  strategy	
  
meets	
  the	
  characteristics	
  of	
  selected	
  group	
  of	
  clients.
Formal	
  Definition
http://en.wikipedia.org/wiki/Business_Model_Canvasmade	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
guesses…?
made	
  by	
  Kevin	
  Yien
20
USERS!
made	
  by	
  Kevin	
  Yien
21
USERS!
made	
  by	
  Kevin	
  Yien
22
John Doe, 37
Enjoys concerts
Wears red shirts
Drinks bourbon
made	
  by	
  Kevin	
  Yien
23
John Doe, 37
Enjoys concerts
Wears red shirts
Drinks bourbon
that’s a personamade	
  by	
  Kevin	
  Yien
24
Succinct
Group
Titles
made	
  by	
  Kevin	
  Yien
25
Goal is to refine
made	
  by	
  Kevin	
  Yien
TYPES (market)
made	
  by	
  Kevin	
  Yien
Multi-Sided
Niche Market
Segmented
Diversified
Mass Market *
made	
  by	
  Kevin	
  Yien
break it down
made	
  by	
  Kevin	
  Yien
29
jobs
to be
done
made	
  by	
  Kevin	
  Yien
30
pains
made	
  by	
  Kevin	
  Yien
31
gains
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
“Shop directly from
people around the
world.”
www.etsy.commade	
  by	
  Kevin	
  Yien
Market Type?
made	
  by	
  Kevin	
  Yien
Who is shopping?
made	
  by	
  Kevin	
  Yien
People
Interested in
Handcrafted
Goods
made	
  by	
  Kevin	
  Yien
Who are they
buying from?
made	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
made	
  by	
  Kevin	
  Yien
nice job
http://i.ytimg.com/vi/2hngBzDDyFE/maxresdefault.jpgmade	
  by	
  Kevin	
  Yien
VALUE
PROPOSITION
made	
  by	
  Kevin	
  Yien
The	
  collection	
  of	
  products	
  and	
  services	
  a	
  business	
  offers	
  to	
  meet	
  the	
  needs	
  of	
  its	
  
customers.	
  According	
  to	
  Osterwalder,	
  (2004),	
  a	
  company's	
  value	
  proposition	
  is	
  
what	
  distinguishes	
  itself	
  from	
  its	
  competitors.	
  The	
  value	
  proposition	
  provides	
  value	
  
through	
  various	
  elements	
  such	
  as	
  newness,	
  performance,	
  customization,	
  "getting	
  
the	
  job	
  done",	
  design,	
  brand/status,	
  price,	
  cost	
  reduction,	
  risk	
  reduction,	
  
accessibility,	
  and	
  convenience/usability.
Formal	
  Definition
http://en.wikipedia.org/wiki/Business_Model_Canvasmade	
  by	
  Kevin	
  Yien
42
guesses…?
made	
  by	
  Kevin	
  Yien
43
(not)
features
made	
  by	
  Kevin	
  Yien
44
(not)
features
made	
  by	
  Kevin	
  Yien
45
pain
relievers
http://sarasota-dentistry.org/wp-content/uploads/2013/12/pain-medication.jpg
gain
creators
http://www.safeprenatalvitamins.com/wp-content/uploads/2013/10/Gummy-Prenatal-Vitamins.jpg
made	
  by	
  Kevin	
  Yien
how would your
customer articulate it?
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
made	
  by	
  Kevin	
  Yien
“Shop directly from
people around the
world.”
www.etsy.commade	
  by	
  Kevin	
  Yien
What do buyers
need help doing?
made	
  by	
  Kevin	
  Yien
What do they
want instead?
made	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
Finding
unique, high
quality
goods
made	
  by	
  Kevin	
  Yien
What do sellers
need help with?
made	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
Finding unique,
high quality
goods
Finding a niche
audience
Building a
reputation
made	
  by	
  Kevin	
  Yien
Product-Market Fit!
http://www.goumbrella.co.uk/wp-content/uploads/2014/05/1010634-Monopoly-.jpgmade	
  by	
  Kevin	
  Yien
CHANNELS
made	
  by	
  Kevin	
  Yien
A	
  company	
  can	
  deliver	
  its	
  value	
  proposition	
  to	
  its	
  targeted	
  customers	
  through	
  
different	
  channels.	
  Effective	
  channels	
  will	
  distribute	
  a	
  company’s	
  value	
  proposition	
  
in	
  ways	
  that	
  are	
  fast,	
  efficient	
  and	
  cost	
  effective.	
  An	
  organization	
  can	
  reach	
  its	
  
clients	
  either	
  through	
  its	
  own	
  channels	
  (store	
  front),	
  partner	
  channels	
  (major	
  
distributors),	
  or	
  a	
  combination	
  of	
  both.
Formal	
  Definition
http://en.wikipedia.org/wiki/Business_Model_Canvasmade	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvasmade	
  by	
  Kevin	
  Yien
59
guesses…?
made	
  by	
  Kevin	
  Yien
TYPES
made	
  by	
  Kevin	
  Yien
http://www.zenefits.com/static/img/logo.png
http://files.gamebanana.com/img/ico/sprays/529128dc78927.pnghttp://static.squarespace.com/static/527f6ee5e4b096cf32d4d981/t/5281285de4b0bfa86bc3c2eb/1384196207457/box%20logo%20cyan.pnghttps://tosdr.org/logo/amazon.png http://www.online.tm/sites/default/files/Apple(1).png
Digital Physical
Product
DigitalPhysicalChannel
http://www.hdicon.com/wp-content/uploads/2010/07/Oracle.pngmade	
  by	
  Kevin	
  Yien
TYPES
PHYSICAL
made	
  by	
  Kevin	
  Yien
OEM
http://gambargadget.info/intel-logo-png-transparentv/
Value-Added Reseller
http://inwallspeakers1.com/android-logo-transparent-background/
System Integrator
http://ingenius.com/wp-content/uploads/2014/01/cisco-systems-inc-logo.jpg http://1.bp.blogspot.com/-NH72YnmeZRA/UiDdu_HEByI/AAAAAAAAOW8/kx_o3VUYtJo/s1600/KIND+Logo.jpg
Distributors
Dealers
Retailers
Direct Sales Force
http://blog.pixellogo.com/wp-content/uploads/2014/03/burberry-logo-1.jpg
Web / Online
made	
  by	
  Kevin	
  Yien
TYPES
DIGITAL
made	
  by	
  Kevin	
  Yien
http://pikichat.com/img/mixpanel.png
Dedicated / E-Commerce
Flash Sales
Platform
http://www.arichteacher.com/wp-content/uploads/2014/09/acorns-app-review.png
2-Step Distribution
https://evbdn.eventbrite.com/s3-s3/eventlogos/1126372/yeswarelogo2200x900trans.png
Social Commerce
http://cdn.techinasia.com/wp-content/uploads/2011/07/Zynga-Logo.png?17bc4c
Aggregator
http://www.adoptahighway.com/Blog/image.axd?picture=2013%2F2%2Flogo.jpgmade	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
How do buyers
find goods?
made	
  by	
  Kevin	
  Yien
How do sellers
find an audience?
made	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
Finding unique,
high quality
goods
Finding a niche
audience
Building a
reputation
etsy.com
portal
made	
  by	
  Kevin	
  Yien
CUSTOMER
RELATIONSHIPS
made	
  by	
  Kevin	
  Yien
To	
  ensure	
  the	
  survival	
  and	
  success	
  of	
  any	
  businesses,	
  companies	
  must	
  identify	
  the	
  
type	
  of	
  relationship	
  they	
  want	
  to	
  create	
  with	
  their	
  customer	
  segments.
Formal	
  Definition
http://en.wikipedia.org/wiki/Business_Model_Canvasmade	
  by	
  Kevin	
  Yien
guesses…?
made	
  by	
  Kevin	
  Yien
(not)
loving
http://www.imgion.com/images/01/Bear-Hug-.jmade	
  by	
  Kevin	
  Yien
GET KEEP GROW
made	
  by	
  Kevin	
  Yien
do not
reinvent
the wheel
http://www.bet.com/news/music/2011/08/12/mc-hammer-steals-the-show-at-juggalos/_jcr_content/featuredMedia/newsitemimage.newsimage.dimg/072811-Music-Popular-Hip-Hop-Dances-Mc-Hammer.PNGmade	
  by	
  Kevin	
  Yien
Funnels vs Pirates
made	
  by	
  Kevin	
  Yien
Funnels vs Pirates
similar in the end
made	
  by	
  Kevin	
  Yien
break it down
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
http://www.forentrepreneurs.com/customer-success/made	
  by	
  Kevin	
  Yien
CLTV = $$$$
http://www.quizzle.com/blog/wp-content/uploads/2012/02/old-man-with-money.jpgmade	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
How do people
discover Etsy?
made	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
Finding unique,
high quality
goods
Finding a niche
audience
Building a
reputation
etsy.com
portal
Facebook
GET
made	
  by	
  Kevin	
  Yien
Why do they stay?
made	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
Finding unique,
high quality
goods
Finding a niche
audience
Building a
reputation
etsy.com
portal
Facebook
GET
Newsletter
KEEP
made	
  by	
  Kevin	
  Yien
How do they
spend more?
made	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
Finding unique,
high quality
goods
Finding a niche
audience
Building a
reputation
etsy.com
portal
Facebook
GET
Newsletter
KEEP
Collections
GROW
made	
  by	
  Kevin	
  Yien
Delivering Value
http://blogs.technet.com/cfs-file.ashx/__key/communityserver-blogs-components-weblogfiles/00-00-00-97-25/6011.sausage_2D00_making.jpg
Business Model Canvas
yien.kevin@gmail.com
@kevinyien
made	
  by	
  Kevin	
  Yien
deliver
made	
  by	
  Kevin	
  Yien
KEY
PARTNERS
made	
  by	
  Kevin	
  Yien
 In	
  order	
  to	
  optimize	
  operations	
  and	
  reduce	
  risks	
  of	
  a	
  business	
  model,	
  organization	
  
usually	
  cultivate	
  buyer-­‐supplier	
  relationships	
  so	
  they	
  can	
  focus	
  on	
  their	
  core	
  
activity.	
  Complementary	
  business	
  alliances	
  also	
  can	
  be	
  considered	
  through	
  joint	
  
ventures,	
  strategic	
  alliances	
  between	
  competitors	
  or	
  non-­‐competitors.
Formal	
  Definition
http://en.wikipedia.org/wiki/Business_Model_Canvasmade	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
what do partners do?
made	
  by	
  Kevin	
  Yien
(not)
handouts
made	
  by	
  Kevin	
  Yien
http://darkroom.baltimoresun.com/wp-content/uploads/2013/02/AFPGetty-517049365.jpg
http://en.wikipedia.org/wiki/Business_Model_Canvas
make life easier
http://wandarosseland.files.wordpress.com/2013/06/leaning-on-each-other1.jpgmade	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
why partner?
made	
  by	
  Kevin	
  Yien
shared
economicsmade	
  by	
  Kevin	
  Yien http://www.onceuponarecipeblog.com/wp-content/uploads/2013/10/DSC_0651.jpg
economies of
scale
http://www.hiwtc.com/photo/products/17/01/68/16867.jpgmade	
  by	
  Kevin	
  Yien
resources
(money)
https://fabhub-uploads.s3.amazonaws.com/c4/951424379f74e0ce90873bbfa6af34/IMG_5727.jpgmade	
  by	
  Kevin	
  Yien
access to
customers
http://www.iwantmydataback.com/images/iwmdb_inlay_waiting_in_line.jpgmade	
  by	
  Kevin	
  Yien
access to
brand
http://media3.s-nbcnews.com/i/streams/2013/September/130920/4B9081325-pb-130920-iphone-jm-0011.jpgmade	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
summary
shared economics
economies of scale
money/resources
access to customers
access to marketing/brand
made	
  by	
  Kevin	
  Yien
TYPES
made	
  by	
  Kevin	
  Yien
TYPES
Strategic Alliances
made	
  by	
  Kevin	
  Yien
https://kitlaughlin.files.wordpress.com/2011/09/p91502011.jpg
Barnes & Noble
made	
  by	
  Kevin	
  Yien
PepsiCo
made	
  by	
  Kevin	
  Yien
http://coffeevanilla.files.wordpress.com/2010/06/012.jpg
United
Airlines
made	
  by	
  Kevin	
  Yien
http://3.bp.blogspot.com/-tC9MY2HQ3FM/Unfx9gQDWTI/AAAAAAAAB_U/5khp_7RVY7E/s1600/rome+starbucks.jpg
Kraft
Foods
http://media1.s-nbcnews.com/i/streams/2013/November/131112/2D9660485-2013-11-12t220542z_196456697_tm4e9bc1bb601_rtrmadp_3_starbucks-kraft.jpgmade	
  by	
  Kevin	
  Yien
NAACP
http://naacp.3cdn.net/a73a31273662f860e9_vwm6b8zpw.jpgmade	
  by	
  Kevin	
  Yien
TYPES
Joint Ventures
made	
  by	
  Kevin	
  Yien
Dow Corning
http://www.wallpaperhdworld.com/wp-content/uploads/2013/02/airplane-hd-wide-wallpaper.jpgmade	
  by	
  Kevin	
  Yien
TYPES
Traffic Partners
made	
  by	
  Kevin	
  Yien
Hipmunk
made	
  by	
  Kevin	
  Yien
http://www.hipmunk.com/
TYPES
Coopetition
made	
  by	
  Kevin	
  Yien
Fashion
Week
http://stylewile.com/wp-content/uploads/2014/07/Fashion-Week-00.jpgmade	
  by	
  Kevin	
  Yien
TYPES
Joint Business Development
made	
  by	
  Kevin	
  Yien
Intel
http://www.notebookcheck.net/fileadmin/_migrated/pics/sticker_09.jpgmade	
  by	
  Kevin	
  Yien
TYPES
Suppliers
made	
  by	
  Kevin	
  Yien
Apple
http://i2.mirror.co.uk/incoming/article1377535.ece/alternates/s2197/SUNDAY%20MIRROR%20ONLY%20Employees%20work%20on%20the%20assembly%20line%20at%20Hon%20Hai%20Group's%20Foxconn%20plant%20in%20Shenzhen,%20Chinamade	
  by	
  Kevin	
  Yien
Joint Business Development
Joint Ventures
Traffic Partners
Coopetition
Strategic Alliance
Suppliers http://wpuploads.appadvice.com/wp-content/uploads/2012/10/StarbucksLarge.png
http://www2.imec.be/content/user/Image/Logo%20Dow%20Corning.
http://mollyresume.files.wordpress.com/2012/03/hipmunk-logo.png
http://mlb-s2-p.mlstatic.com/relogio-armani-exchange-ax4094-e-ax4095-14356-MLB2832183084_062012-F.jpg
http://upload.wikimedia.org/wikipedia/en/thumb/4/44/Intel_Inside_Logo.svg/1110px-Intel_Inside_Logo.svg.png
http://blogs.ubc.ca/boyachen22/files/2013/11/Apple-Foxconn-logo1-617x4161-300x202.jpgmade	
  by	
  Kevin	
  Yien
keep perspective
http://www.runarsandnes.com/astro/moon220504_2.jpgmade	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
Finding unique,
high quality
goods
Finding a niche
audience
Building a
reputation
etsy.com
portal
Facebook
GET
Newsletter
KEEP
Collections
GROW
made	
  by	
  Kevin	
  Yien
What types of partners
would help in e-commerce?
made	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
Finding unique,
high quality
goods
Finding a niche
audience
Building a
reputation
etsy.com
portal
Facebook
GET
Newsletter
KEEP
Collections
GROW
Regional
Economic
Development
Agencies
Online
Payments
Vendors
FedEx/UPS
made	
  by	
  Kevin	
  Yien
KEY
ACTIVITIES
made	
  by	
  Kevin	
  Yien
The	
  most	
  important	
  activities	
  in	
  executing	
  a	
  company's	
  value	
  proposition.	
  An	
  
example	
  for	
  Bic	
  would	
  be	
  creating	
  an	
  efficient	
  supply	
  chain	
  to	
  drive	
  down	
  costs.
Formal	
  Definition
http://en.wikipedia.org/wiki/Business_Model_Canvasmade	
  by	
  Kevin	
  Yien
thought experimentmade	
  by	
  Kevin	
  Yien
https://d1x4j6omi7lpzs.cloudfront.net/live/wp-content/uploads/2012/11/schrodingers_cat.jpg
made	
  by	
  Kevin	
  Yien
http://i.ytimg.com/vi/x4y5HrPEcKk/maxresdefault.jpg
made	
  by	
  Kevin	
  Yien
http://i.ytimg.com/vi/x4y5HrPEcKk/maxresdefault.jpg
surviving
made	
  by	
  Kevin	
  Yien
https://d3vjk4jagnknqc.cloudfront.net/uploads/2013/06/Girl-walking-to-school.jpg
custdev
http://en.wikipedia.org/wiki/Business_Model_Canvas
once you know
what to build / test…
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
hardware
http://ksqarchitects.files.wordpress.com/2014/04/img_20140416_111935.jpg
made	
  by	
  Kevin	
  Yien
hardware
http://www.qual-pro.com/Qual-Pro/Facility_files/Facility%20-%20Manufacturing%20floor.JPG
made	
  by	
  Kevin	
  Yien
software
http://i.imgur.com/86oMZ19.jpg
made	
  by	
  Kevin	
  Yien
How to test
and survive?
www.etsy.commade	
  by	
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Artisan
Craftsmen
People
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transaction
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featured
seller ad
FedEx/UPS
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
KEY
RESOURCES
The	
  resources	
  that	
  are	
  necessary	
  to	
  create	
  value	
  for	
  the	
  customer.	
  They	
  are	
  
considered	
  an	
  asset	
  to	
  a	
  company,	
  which	
  are	
  needed	
  in	
  order	
  to	
  sustain	
  and	
  
support	
  the	
  business.	
  These	
  resources	
  could	
  be	
  human,	
  financial,	
  physical	
  and	
  
intellectual.
Formal	
  Definition
http://en.wikipedia.org/wiki/Business_Model_Canvasmade	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
resources to support
business
made	
  by	
  Kevin	
  Yien
TYPES
made	
  by	
  Kevin	
  Yien
TYPES
Physical
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
products/services
http://i.ytimg.com/vi/vpXSHUbD0ig/maxresdefault.jpg
TYPES
Financial
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
angels
http://myfilesdata.yicai.com/attachment/201212/31/58691_1356919215IFhI.jpg
made	
  by	
  Kevin	
  Yien
crowdfunding
http://media2.s-nbcnews.com/i/newscms/2014_11/250761/140313-kickstarter-screen-jb-1534p_405a41ea74f3acd3868abacbc5c32033.j
made	
  by	
  Kevin	
  Yien
friends & family
http://www.learnvest.com/wp-content/uploads/2013/06/78054705.jpg
made	
  by	
  Kevin	
  Yien
venture capital
http://techonomy.com/wp-content/uploads/2012/08/schonfeld_andreessen-horowitz-2.jpg
made	
  by	
  Kevin	
  Yien
corporate
http://imi.vc/upload/backgrounds/Intel_Capital_is_willing_to_invest_65_million_dollars___1.jpg
made	
  by	
  Kevin	
  Yien
government
http://www.news.gatech.edu/hg/image/270341/original
http://www.sbir.gov/sites/all/themes/sbir/images/logo.png
TYPES
Human
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
qualified employees
http://www.leapwisemedia.com/wp-content/uploads/2014/01/LW-WereHiring.jpg
made	
  by	
  Kevin	
  Yien
mentors
http://i.huffpost.com/gen/1385547/thumbs/o-MENTORING-facebook.jpg
made	
  by	
  Kevin	
  Yien
teachers
http://www.wired.com/wp-content/uploads/blogs/wiredenterprise/wp-content/uploads/2013/05/20130503-ANDREW-NG-003edit.jpg
made	
  by	
  Kevin	
  Yien
coaches
http://24b3f6.medialib.edu.glogster.com/media/42/426a7a2ba7e04555689201d11e9a22649244b185422cefd7759d848b60c83cb6/herbie-pic.jpg
made	
  by	
  Kevin	
  Yien
advisors
http://i.imgur.com/86oMZ19.jpg
http://telecombrokers.com/wp-content/uploads/2012/11/Advisory-Board-Meeting1.jpg
TYPES
Intellectual
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
trademark
http://sophieelliston.files.wordpress.com/2012/10/logos-all.jpeg
made	
  by	
  Kevin	
  Yien
copyright
http://fotofact.net/wp-content/uploads/2012/05/Michael-Buffer.jpg
made	
  by	
  Kevin	
  Yien
trade
secrets
http://secondstory.com/assets/images/000/009/744/9744_image.jpg
made	
  by	
  Kevin	
  Yien
contracts
http://lifelessonsmilitarywife.com/wp-content/uploads/2012/05/doing-paperwork.jpg
made	
  by	
  Kevin	
  Yien
patents
http://patentimages.storage.googleapis.com/US6360693B1/US06360693-20020326-D00000.png
made	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
Finding unique,
high quality
goods
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audience
Building a
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made	
  by	
  Kevin	
  Yien
Survival kit?
www.etsy.commade	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
Finding unique,
high quality
goods
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audience
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VC Funding
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Development
FedEx/UPS
made	
  by	
  Kevin	
  Yien
Business Model Canvas
Capturing Value
http://4.bp.blogspot.com/-IyMruWYioGQ/T_EkgViB2YI/AAAAAAAAAWc/4E9Wa5IM72o/s1600/hotaru20100709_s.jpeg
yien.kevin@gmail.com
@kevinyien
made	
  by	
  Kevin	
  Yien
capture
made	
  by	
  Kevin	
  Yien
REVENUE
STREAMS
made	
  by	
  Kevin	
  Yien
The	
  way	
  a	
  company	
  makes	
  income	
  from	
  each	
  customer	
  segment.	
  
Formal	
  Definition
http://en.wikipedia.org/wiki/Business_Model_Canvasmade	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
strategy vs tactics
http://www.lacrosseplayground.com/wp-content/uploads/2013/09/USATSI_7283737-1.jpgmade	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
MISTAKES
made	
  by	
  Kevin	
  Yien
pricing as strategy
http://1.bp.blogspot.com/-etdSgCIvESw/UVgZf0BFkwI/AAAAAAAAByc/UFFaIypWM28/s1600/Next+Price+Tag+Size+8+%C2%A312+theBeautyPier+Coral+TShirt.JPGmade	
  by	
  Kevin	
  Yien
price = cost + margin
http://edge.rit.edu/edge/P09310/public/BOMjpeg2.jpeg
made	
  by	
  Kevin	
  Yien
based on
competition
made	
  by	
  Kevin	
  Yien
http://www.globalchange.umich.edu/globalchange2/current/workspace/Sect007/s7g3/images/Imp/Race-to-the-Bottom.jpg
http://en.wikipedia.org/wiki/Business_Model_Canvas
LESSONS
made	
  by	
  Kevin	
  Yien
segments
are
unique
http://ecx.images-amazon.com/images/I/61mZf8p0nxL._SL1500_.jpgmade	
  by	
  Kevin	
  Yien
value & context
http://journalism.berkeley.edu/projects/radio/advanced/wp-content/uploads/2011/02/dolores_park.jpgmade	
  by	
  Kevin	
  Yien
value & context
http://upload.wikimedia.org/wikipedia/commons/d/d9/Early_morning_fog_over_San_Francisco_and_Golden_Gate_Bridge_original-Early_morning_fog_over_San_Francisco_and_Golden_Gate_Bridge_Original_Perspective_corrected.jpgmade	
  by	
  Kevin	
  Yien
how
http://f.fastcompany.net/multisite_files/fastcompany/imagecache/1280/poster/2013/12/3022182-poster-cafe-overhead.pngmade	
  by	
  Kevin	
  Yien
draw the
diagram
http://steveblank.files.wordpress.com/2011/05/payment-flow.jpgmade	
  by	
  Kevin	
  Yien
magnitude
http://shikhalamode.com/wp-content/uploads/2014/06/2014-06-08-11.35.16-copy.jpgmade	
  by	
  Kevin	
  Yien
capacity
to
pay
http://paindependent.com/wp-content/uploads/2014/06/EmptyWallet.jpgmade	
  by	
  Kevin	
  Yien
budget owner
http://i.huffpost.com/gen/1732301/thumbs/o-LEASH-facebook.jpgmade	
  by	
  Kevin	
  Yien
product
packaging
http://cdnc.lystit.com/photos/2013/06/05/jcrew-solid-khaki-abingdon-backpack-product-1-6258057-498360008_large_flex.jpeg
http://uncrate.com/p/2014/10/garb-barber-life.jpg
un
will you
bundle?
product
packaging
will you
bundle?
made	
  by	
  Kevin	
  Yien
pricing
http://patentimages.storage.googleapis.com/EP1517501A1/00190001.pnghttp://patentimages.storage.googleapis.com/EP1517501A1/00190001.pnghttp://patentimages.storage.googleapis.com/EP1517501A1/00190001.pnghttp://patentimages.storage.googleapis.com/EP1517501A1/00190001.png
http://patentimages.storage.googleapis.com/EP1517501A1/00190001.png
made	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
strategy vs tactics
http://www.lacrosseplayground.com/wp-content/uploads/2013/09/USATSI_7283737-1.jpgmade	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
TYPES
STRATEGY
made	
  by	
  Kevin	
  Yien
direct sales
(salesforce)
http://ayay.co.uk/backgrounds/historical/world_war_one/369th-infantry-the-harlem-hell-fighters.jpgmade	
  by	
  Kevin	
  Yien
asset sales
http://www.thegreenhead.com/imgs/ostrich-pillow-portable-power-nap-micro-environment-1.jpgmade	
  by	
  Kevin	
  Yien
usage
http://thenypost.files.wordpress.com/2014/03/bus-apps.jpgmade	
  by	
  Kevin	
  Yien
subscription
http://cdn.cultofmac.com/wp-content/uploads/2013/09/30727_large_family-watching-netflix.jpgmade	
  by	
  Kevin	
  Yien
renting
http://funlava.com/wp-content/uploads/2013/06/from-amateur-to-professional-photographer-3.jpgmade	
  by	
  Kevin	
  Yien
licensing
http://funlava.com/wp-content/uploads/2013/06/from-amateur-to-professional-photographer-3.jpghttp://dl.maximumpc.com/galleries/25oldpcs/IBM_PC_jr_01_full.jpgmade	
  by	
  Kevin	
  Yien
intermediation
http://38.media.tumblr.com/87125e76f652b2aafd468ca407ee4da4/tumblr_mtes88vhIJ1qh6c3qo3_1280.jpgmade	
  by	
  Kevin	
  Yien
advertising
http://www.sorrywatch.com/wp-content/uploads/2013/07/Talking-with-Doctor.jpgmade	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
TYPES
TACTICS
made	
  by	
  Kevin	
  Yien
pricing within streams
made	
  by	
  Kevin	
  Yien
pricing within streams
fixed
made	
  by	
  Kevin	
  Yien
Cost + Markup
http://www.thesra.org/wp-content/uploads/2014/07/local-vegetables-with-food-mile-price-tags.jpgmade	
  by	
  Kevin	
  Yien
value-based
http://tabtimes.com/ckfinder/userfiles/images/Features/Evernote/Evernote3.PNGmade	
  by	
  Kevin	
  Yien
volume-based
http://www.tips4mom.com/wp-content/uploads/2013/05/Costco.jpgmade	
  by	
  Kevin	
  Yien
pricing within streams
dynamic
made	
  by	
  Kevin	
  Yien
negotiation
http://www.gannett-cdn.com/-mm-/78a604eb13c09a4a560e03c2d4ca213995b4e501/c=11-0-559-309&r=x1803&c=3200x1800/local/-/media/KUSA/KUSA/2014/09/22/1411409495000-haggling.jpgmade	
  by	
  Kevin	
  Yien
yield management
http://s1.ibtimes.com/sites/www.ibtimes.com/files/styles/picture_this/public/2014/03/17/malaysia-mh318-passengers-wide-shot.jpg?itok=yqj1Y5rFmade	
  by	
  Kevin	
  Yien
real-time
markets
http://cdn2.hubspot.net/hub/52884/file-1338500900-jpg/trading-floor.jpgmade	
  by	
  Kevin	
  Yien
auctions
http://www.dodgecountyfairgrounds.com/wp-content/uploads/2013/09/auction-bidder-farm.jpgmade	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
market type effects
made	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
market type effects
existing
made	
  by	
  Kevin	
  Yien
perfect competition
made	
  by	
  Kevin	
  Yien
monopoly
http://upload.wikimedia.org/wikipedia/commons/9/96/Google_web_search.pngmade	
  by	
  Kevin	
  Yien
oligopoly
http://static.knowyourmobile.com/sites/knowyourmomade	
  by	
  Kevin	
  Yien
http://www.nharmony.org/wp-content/uploads/2011/03/regret.jpgmade	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
market type effects
single vs multi sided
made	
  by	
  Kevin	
  Yien
revenue
first
http://foorenews.com/wp-content/uploads/2014/04/9038436-bundle-of-dollars-isolated-on-white.jpg
SINGLE
made	
  by	
  Kevin	
  Yien
users
http://www.onbile.com/info/wp-content/uploads/2014/07/user-acquisition.png
MULTI
first
made	
  by	
  Kevin	
  Yien
users
http://www.onbile.com/info/wp-content/uploads/2014/07/user-acquisition.png
MULTI
first
TEST PAYING SIDE
made	
  by	
  Kevin	
  Yien
NEW
http://www.hockeytron.com/Tron-Basic-Senior-Composite-Hockey-Stick-image.jpg
exponential
growth
made	
  by	
  Kevin	
  Yien
EXISTING
linear
growth
made	
  by	
  Kevin	
  Yien
RESEGMENTED
linear >
growth
exponential
made	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
SUMMARY
pivot on strategy, iterate on tactic
customer-revenue fit
test early, test often
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
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made	
  by	
  Kevin	
  Yien
What are customers
paying for?
www.etsy.commade	
  by	
  Kevin	
  Yien
Who pays to use Etsy?
www.etsy.commade	
  by	
  Kevin	
  Yien
When does Etsy
make money?
www.etsy.commade	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
Finding unique,
high quality
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fees
featured
seller ad
FedEx/UPS
made	
  by	
  Kevin	
  Yien
COST

STRUCTURE
made	
  by	
  Kevin	
  Yien
This	
  describes	
  the	
  most	
  important	
  monetary	
  consequences	
  while	
  operating	
  under	
  
different	
  business	
  models.	
  A	
  company's	
  DOC.
Formal	
  Definition
http://en.wikipedia.org/wiki/Business_Model_Canvasmade	
  by	
  Kevin	
  Yien
search executionvs
made	
  by	
  Kevin	
  Yien
search executionvs
made	
  by	
  Kevin	
  Yien
http://www.amadeus.com/msite/investors/quarterly_financial_info/annual_reports/2011/en/img/06-3-tb-group-income-statement-b.jpg
http://www.yourmomhatesthis.com/images/Balance-Sheet-00a1.png
investor docs
https://static.tradeking.com/Images/LandingPages/bal_1.jpg
http://jandp.biz/is/apps/accounting/www.principlesofaccounting.com/chapter1/edelacctrec.png
made	
  by	
  Kevin	
  Yien
fixed
http://fordhampoliticalreview.org/wp-content/uploads/2014/03/Hackathon_TLV_2013_-_48.jpgmade	
  by	
  Kevin	
  Yien
variable
http://cdn1.tnwcdn.com/wp-content/blogs.dir/1/files/2011/09/google-campus.jpeghttp://st.deviantart.net/dreamup/success/la-print-main.jpgmade	
  by	
  Kevin	
  Yien
economies of scale
http://www.englandfurniturefactorytour.com/wp-content/uploads/2010/05/EnglandFurniture_CutAndSew_Inside.jpgmade	
  by	
  Kevin	
  Yien
s
economies
of scope
made	
  by	
  Kevin	
  Yien
s
economies
of scope
http://chensec.com/images/products/004.jpgmade	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
SUMMARY
fixed + variable costs
you do not have economies of X
do not fall in love with execution metrics
made	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
live by
C$ < R$
made	
  by	
  Kevin	
  Yien
made	
  by	
  Kevin	
  Yien
Most expensive
key activities and resources?
www.etsy.commade	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
Finding unique,
high quality
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audience
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Development
transaction
fees
featured
seller ad
Salaries
FIXED
Rent
Servers
VAR
Shipping
FedEx/UPS
made	
  by	
  Kevin	
  Yien
search executionvs
made	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
Finding unique,
high quality
goods
Finding a niche
audience
Building a
reputation
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portal
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Development
transaction
fees
featured
seller ad
Salaries
FIXED
Rent
Servers
VAR
Shipping
FedEx/UPS
made	
  by	
  Kevin	
  Yien
Artisan
Craftsmen
People
Interested in
Handcrafted
Goods
Finding unique,
high quality
goods
Finding a niche
audience
Building a
reputation
etsy.com
portal
Facebook
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VC Funding
Community
Development
transaction
fees
featured
seller ad
Salaries
FIXED
Rent
Servers
VAR
Shipping
FedEx/UPS
Product Cost CAC
LTV
Fees
Economics
ASP Buyers / Year TTC Sales
Competition
Pricing
Market Size
Servers
Shipping
Salaries
Rent
Fees
http://www.wcti12.com/image/view/-/23862184/highRes/1/-/8h7e8x/-/fire-jpg--8-.jpg
BURN RATE
made	
  by	
  Kevin	
  Yien
http://en.wikipedia.org/wiki/Business_Model_Canvas
NOTES
Bootstrap to search
Series A = 30%
made	
  by	
  Kevin	
  Yien
Gun to the head
Go Create Value
yien.kevin@gmail.com
@kevinyien
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