Traditional Culture Encyclopedia - Photography and portraiture - What is a commercial canvas? A painting, describing a business model
What is a commercial canvas? A painting, describing a business model
At the same time, commercial canvas can also help you stimulate creativity and reduce speculation. We like to think in our heads, thinking that we have figured it out and figured it out. When it is actually implemented, it is found that there is a gap between ideas and reality. Commercial canvas can at least help us find some obvious points in the early stage and show their logic intuitively.
As shown below, the commercial canvas includes nine modules:
Don't worry, let's look at it in order-order is very important:
Customer segmentation refers to different target groups or institutions that you hope and expect to serve. A business model can serve one or more large or small customer groups, and can also be called target customer groups or target audiences.
Of course, there are also people who serve the mass market-they don't actively distinguish customer groups, and all ordinary people are the target audience. The value proposition, distribution channel and customer relationship of this choice focus on a huge customer base with widely similar needs and problems. For ordinary small and medium-sized enterprises or startups, such a choice is not wise, especially in the initial stage. Internally, you don't have enough resources. Externally, such a mass market is often occupied by large companies.
Even if you have the ambition of "take all", you should enter from a niche market at the initial stage and focus on a specific and specific customer group. Your value proposition, distribution channel and customer relationship are all tailored to the specific needs of this small market. After you stand firm, choose the opportunity to expand to a wider audience.
For example, a short video product that is in full swing now seems to have the potential to replace Weibo/friends circle. When it was first listed, it was also an imitation show mainly aimed at young people. When its user base and activity reach a certain stage, it will be brought into the network celebrity V to expand the audience.
Customer segmentation can be based on demand points and distribution channels, and can also be based on different customer relationships. For example, restaurants can mainly do a certain kind of cuisine or dishes, can only do takeout, or can sample on a monthly basis.
Choosing to serve some customer groups also means that you need to ignore other customer groups, even if it is only a phased neglect. Its principle is exactly the same as the niche market advocated before. If you try to cover all customer groups, your product or service may become featureless.
We generally understand that customers are integrated with users and decision makers, but in many cases they are separated. For example, for products or services oriented to enterprises, users of enterprises are employees, decision makers are leaders, or children and parents trained by children. Therefore, it is best for us to clearly understand the decision chain of customer groups, so as to guide the establishment of value proposition, distribution channels and customer relationships.
What is the value you create and provide?
You have found the customer you want to serve. They are facing some problems and need some help to achieve their goals (note 1). Therefore, the value proposition is to provide a product or service that can create value for a certain customer group, solve customers' problems or meet their needs.
The creation of value can be in efficiency, benefit, cost, safety, experience and so on. For different customer groups, their demand for value proposition is different. For example, start-ups may care more about efficiency, mature enterprises care more about efficiency/safety, and individuals may care more about the value of experience.
Value proposition is also the reason why customers choose one company's products or services over another company. If it is the same content product, what you see in product A is entirely up to you, and what you want to see in product B is entirely up to you. The essence of different mechanisms is different value proposition, which further affects customers' choice-solving different problems.
Channel is the channel for you to communicate with the target customer group, establish contact and convey your own value proposition to the other party.
It is not just a one-way information transmission, but an interactive system that goes back and forth. For example, let customers know more about the company's products and services, help customers evaluate the company's value proposition, enable customers to buy products and services, provide after-sales support for customers, and provide customer information feedback. It can be roughly divided into communication channels, sales channels and after-sales/feedback channels.
An organization can choose to use its own channels to establish contact with customers, or choose the channels of partners, or both. Using partners' channels may lead to lower profits, but these channels can help you expand your customer base and benefit from the advantages of partners. Self-owned channels, especially direct self-owned channels, such as internal sales teams or websites, have higher profits, but the establishment and operation costs of the channels themselves will also be high.
For example, Android App can be distributed through its own official website, through various application markets and even the original mobile phone manufacturers. The effect is different and the cost is different. The information circulation after App distribution includes user feedback in the App and user comments in various application markets.
The difficulty lies in integrating various channels, finding the best balance point, creating the best customer experience and maximizing revenue. This is a dynamic process. We are constantly exploring new channels and constantly optimizing the channel configuration according to the result data.
Customer relationship types have corresponding communication types. For example, there are private servers and self-help in retail. The former is based on interpersonal interaction, and customers can communicate with sales representatives and get corresponding help during the sales process and after purchase. The latter is a channel for enterprises to provide self-help, and customers can choose their own goods and leave by self-service cashier.
Maintaining customer relationship is mainly to develop new customers, retain existing customers, increase sales (or unit price) and stimulate communication and sharing. For example, in the early days of e-commerce, the main strategy of major platforms was to attract new customers. When the dividend gradually disappears and the market tends to be saturated, the platform focuses on increasing customer loyalty and improving the average income of unit customers, but also does not forget to develop new customers-"sinking the market".
Xiaomi community is also a type of customer relationship-community. Community promotes communication between users, helps each other solve problems, and also helps enterprises to better understand customers and interact effectively. At the same time, customer-generated content can also create value for enterprises, such as open source community, Weibo, Tik Tok, Douban and so on.
The same e-commerce, discount, flash purchase/snap purchase, group purchase/group purchase will all form different customer relationships. The grouping mode based on social platform includes two steps: developing new customers and stimulating communication and sharing, and endorsing the reputation of additional sharers.
If customers constitute the heart of the business model, then the source of income is the artery of the business model. It can be the transaction income generated by the customer's one-time payment or the continuous income. For example, many paid applications on the App Store have changed from a large number of one-time purchases to a small number of subscription (continuous) fees.
Common sources of income include ownership, royalties, membership fees, rental fees, commissions, advertising fees and occupation fees for the sale of physical products. It is often said on the internet that the wool is on the pig and the dog pays the bill. Most of the income methods are advertising fees and commissions.
As for the payment method, of course, the more convenient it is, the lower the customer perception, the better. Secret-free is more convenient than fingerprints. A few numbers are not as sensitive as counting money. The credit card that will be returned next month is not sensitive as the balance treasure on the horse.
Core resources are the most important resources to ensure the smooth operation of a business model. These resources enable enterprises to create and provide value, gain market, maintain relationships with customer groups and gain benefits.
Core resources can be physical resources, intellectual resources, human resources, financial resources, virtual resources and so on. Core resources can be owned by themselves, obtained through leasing or obtained from important partners.
For example, the same Internet product, Baidu's KR is a search algorithm, WeChat's KR is a user and relationship chain, and Weibo may be a big V. Now most enterprises' KR also includes data assets.
The core business is the most important action that an enterprise must take for its successful operation. Like core resources, they are necessary for enterprises to create and provide value, gain market, maintain customer relationship and earn income.
For manufacturing enterprises, most of their core business is production; The key business of consulting companies, hospitals and other service organizations is to provide solutions; For the Internet industry, most of its key businesses are products and platforms.
For example, short video products, without a platform, there is no carrier and nothing, so the platform is its KA. But with the platform, do you have everything? No, its ability to continuously produce high-quality content is also a key business.
There are many reasons why enterprises need to build important cooperation, such as optimizing business models, reducing risks and instability, and obtaining special resources.
The most basic cooperative relationship or buying-selling relationship is to optimize resources. It is unreasonable for a company to have all the necessary resources and complete all the production, sales and service links by itself. Instead, we rely on other companies that occupy certain resources or focus on certain production activities to expand their capabilities, thus reducing costs and improving efficiency.
Important cooperation can be strategic cooperation between non-competitors, strategic cooperation between competitors, and more commonly, the relationship between suppliers and buyers to ensure reliable supply. The important cooperation is the network of suppliers and partners needed to ensure the smooth operation of the business model.
For example, the "ability to continuously produce high-quality content" mentioned above can be provided by users (retail investors) or settled by institutions. At this time, content producers, users or institutions all belong to partners.
The cost structure describes all the costs of operating a business model-creating and delivering value, maintaining customer relationships and generating revenue will all occur.
We roughly divide the cost structure into two levels:
-cost-oriented: focusing on minimizing costs, with the goal of creating and maintaining an extremely streamlined cost structure and adopting a low-cost value proposition;
-Value orientation: Some enterprises pay less attention to cost and pay more attention to value creation. Usually, higher-end value proposition and highly personalized service are the characteristics of value-oriented business model.
The cost structure of many business models is often somewhere in between.
When the core resources, key business and important cooperation are determined, cost accounting will become relatively easy. Generally including fixed costs and variable costs (Note 2).
Compared with the real economy, the digital economy has a unique advantage, not the depreciation of fixed assets, but the marginal cost approaching zero. One more user on WeChat, one more course, one more product on the e-commerce platform, almost no cost, and one more guest in the restaurant and one more child in the training institution will have an impact on the cost of the enterprise.
The above nine modules are the basic modules of this entrepreneurial canvas. Through these nine modules, we can show the logic process of a business model seeking profit, and also examine the logic of an idea or product.
Note 1: The customer's thinking process begins with "finding what he needs to do", and then begins to look for something that can help him accomplish this task effectively, conveniently and cheaply-"how to let customers" hire "your innovative products".
Note 2: The cost structure will inevitably affect the competitiveness of enterprises. High fixed costs will bring pressure to enterprises to make full use of production capacity, which will often lead to overcapacity in the industry, increase market supply and affect the balance between supply and demand.
The Presentation Effect of Commercial Canvas in Describing Business Models —— Using Commercial Canvas to express three common Internet models: What are their profits? 》。
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