Marketing and business model Key activities ´Marketing and business model ´Basic relations ´How to create business model ´Basic examples of business models 4 questions to start with ´What service or product does your business provide and what needs does it fill? ´Who are the potential customers for your product or service and why will they purchase it from you? ´How will you reach your potential customers? ´Where will you get the financial resources to start or run your business? ´ Blocks to build business model ´Customer Segments ´Value Propositions ´Channels ´Customer Relationships ´Revenue Streams ´Key Resources ´Key Activities ´Key Partnerships ´Cost structure Marketing is essential part of the business model ´Key ideas must be included into business model from very beginning ´Part of business model related to marketing ´Customer Segmentation ´Customer Relationships ´Value propositions ´Channels ´ ´ Customer segmentation ´Mass market ´Niche market ´Barrier strategy ´Specialized knowledge ´Specialized market ´Segmented ´Micro marketing ´ Value proposition ´What value do we deliver to the customer? ´Which one of our customer´s problems are we helping to solve? ´Which customer needs are we satisfying ´What bundles of products and services are we offering to each customer segment? ´ Value proposition ´Newness ´Performance ´Customization ´Getting the job done ´Design ´Brand / Status ´Price ´Cost reduction ´Risk reduction ´Accessibility ´Convenience Channels ´Through which channels do our customers segments want to be reached? ´How are we reaching them now? ´How are our channels integrated? ´Which ones are most cost – efficient? Chanel types Chanel Phases Customer relationships ´What type of relationship does each of our Customer Segments expect us to establish and maintain with them? ´Which ones have we established? ´How costly are they? ´How are they integrated with the rest of our business model? Customer relationships Business model PV215 14 KP - KA activity.png KR CR heart.png CH delivery.png VP value_proposition.png CS sportsman_black.png C$ dollar_red.png R$ dollar_green.png By A. Osterwalder & Y. Pigneur Marketing Publishing services: * marketing packages * distribucni packages – dostanete se eBay, Amazon.com * book reviews * pre-publish packages – better cover, better formatting, ePub conversion, editorial quality review Other examples: eBay, Youtube, Netflix Revenue streams ´For what value are our customers really willing to pay? ´For what do they currently pay? ´How are they currently paying? ´How would they prefer to pay? ´ Revenue streams 3 Keys Key resources ´What resources do our Value Propositions require? ´Our Distribution Channels? ´Customer relationships? Key resources Key Activities ´What activities do our Value Propositions require? ´Our distribution channels? ´Customer realtionships? ´ Key activities Key partnerships ´Who are our Key Partners? ´Who are our key suppliers? ´Which Key Resources are we acquiring from partners? ´Which Key Activities do partners perform? Key Partnerships Business model PV215 24 KA CR VP CS KP - KR CH C$ R$ By A. Osterwalder & Y. Pigneur 3 Keys Publishing services: * marketing packages * distribucni packages – dostanete se eBay, Amazon.com * book reviews * pre-publish packages – better cover, better formatting, ePub conversion, editorial quality review Other examples: eBay, Youtube, Netflix Cost structure ´What are the most important costs inherent in our business model? ´Which Key Resources are most expensive? ´Which Key Activities are most expensive? Cost structure Summary ´Business model structure ´Relation with marketing ´How to create business model