同源大学 TONGJI UNIVERSITY The Business Model Canvas Dr.Pan Xuan School of Economics and Management Tongji University
The Business Model Canvas Dr. Pan Xuan School of Economics and Management Tongji University
同濟大学 TONGJI UNIVERSITY You're holding a handbook for visionaries.game changers. Definition of a Business and challengers striving to defy outmoded business models and design tomorrow's enterprises.It's a book for the Model Business Model 四四 ·The9 Building Blocks Generation WRIT EN ·The Business Model CO-CREATED Canvas DESIGNED BY Market Size Hypothesis
• Definition of a Business Model • The 9 Building Blocks • The Business Model Canvas • Market Size Hypothesis
同源大学 Definition of a Business Model TONGJI UNIVERSITY Avallable online at www.sciencedirect.com JOURNAL OF BUSINESS RESEARCH ELSEVIER Joumal of Butiness (2005)726-735 The entrepreneur's business model:toward a unified perspective Michael Morris"*,Minet Schindehutte,Jeffrey Allens Lniveriryf Cemro!Florida.Orfando FL32816 USA Received2 September200 ceed November 2003 Stewart and Zhao(2000):"a statement of how a At the economic level firm will make money and sustain its profit stream over time.” Mayo and Brown(1999):"the design of key At the operational level interdependent systems that create and sustain a competitive business.' Slywotsky (1996):"the totality of how a company selects its customers,defines and differentiates its At the strategic level offerings,defines the tasks it will perform itself and those it will outsource,configures its resources,goes to market,creates utility for customers and captures profits
Definition of a Business Model At the economic level Stewart and Zhao (2000): ‘‘a statement of how a firm will make money and sustain its profit stream over time.’’ At the operational level Mayo and Brown (1999): ‘‘the design of key interdependent systems that create and sustain a competitive business.’’ At the strategic level Slywotsky (1996): ‘‘the totality of how a company selects its customers, defines and differentiates its offerings, defines the tasks it will perform itself and those it will outsource, configures its resources, goes to market, creates utility for customers and captures profits.’’
同濟大学 Definition of a Business Model TONGJI UNIVERSITY Def:Business Model A business model describes the rationale of how an organization creates,delivers, and captures value
Def: Business Model A business model describes the rationale of how an organization creates, delivers, and captures value Definition of a Business Model
同濟大学 The 9 Building Blocks TONGJI UNIVERSITY Customer Segments Revenue Streams 适&总配足雕 2 D Ke O K Streams rtnerships Structure Propositions 时o ouslde the eterprise
The 9 Building Blocks
同濟大学 The Business Model Canvas TONGJI UNIVERSITY The Business Model Canvas Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels Cost Structure Revenue Streams 蕾 www.bulneasmodelgeneration.com 世a回@O⑧①
The Business Model Canvas
同濟大学 Market Size Hypothesis TONGJI UNIVERSITY 去哪儿7 lunar.Co 旧你的能 Theoretically,if a web/mobile startup wants to achieve success,its Total Addressable Market(TAM)must at least exceed 50 billion Yuan.Since most optimistically one can own 20%market share,the Served Available Market for the startup should be about 10 billion yuan. ---Zhuang ChenChao, CEO of Qunar.com
Market Size Hypothesis Theoretically, if a web/mobile startup wants to achieve success, its Total Addressable Market(TAM) must at least exceed 50 billion Yuan. Since most optimistically one can own 20% market share, the Served Available Market for the startup should be about 10 billion Yuan. ---Zhuang ChenChao, CEO of Qunar.com _------zhuan
同濟大学 Market Size Hypothesis TONGJI UNIVERSITY Estimating market size helps determine whether the payoff from your new venture is worth the toil, sweat and tears. buyable startups founded for a One 电商 Exception fast sale to a larger-platform player like Facebook/Google/BAT a large number of potential Market active users or customers opportunities clear future-user growth in a are fueled by market with rapid and Qunar.Com three predictable growth ingredients How many the opportunity to attract travellers in China? active customers or users
buyable startups founded for a fast sale to a larger-platform player like Facebook/Google/BAT Market Size Hypothesis Estimating market size helps determine whether the payoff from your new venture is worth the toil, sweat and tears. _------zhuan One Exception Market opportunities are fueled by three ingredients a large number of potential active users or customers clear future-user growth in a market with rapid and predictable growth the opportunity to attract active customers or users How many travellers in China? Estimating market size helps determine whether the payoff from your new venture is worth the toil, sweat and tears. _------zhuan
同濟大学 Market Size Hypothesis TONGJI UNIVERSITY TAM,SAM and Target Marget Total Addressable Market Served Available Market Target Market TAM=how big is the universe SAM=how many can I reach with my sales channel Target Market (for a startup)=who will be the most likely buyers
Market Size Hypothesis TAM, SAM and Target Marget
同濟大学 Market Size Hypothesis TONGJI UNIVERSITY TAM,SAM and Target Marget A top-down estimate is a first step.Use industry analyst reports,market-research reports, competitors'press releases,university libraries and discussions with investors and customers to TAM-how big is the miverse "size"the overall market. Caution Market research firms are great at predicting the past Therefore,a bottom-up estimate is usually more realistic for startups. 专大催 家教
Market Size Hypothesis TAM, SAM and Target Marget A top-down estimate is a first step. Use industry analyst reports, market-research reports, competitors’ press releases, university libraries and discussions with investors and customers to “size” the overall market. _------zhuan Caution Market research firms are great at predicting the past Therefore, a bottom-up estimate is usually more realistic for startups