Talking about business model canvas I would like to share with you a work done by me and my friends in Italy this year.
We had to write a business plan for a Californian startup (with Italian origins): this firm wanted to launch in europe (our investigation regards only Italy) a diet product already approved by FDA in U.S.A.
The first step was indeed to draw a first version of the business model canvas.
At the beginning we didn’t have so much knowledge about the product (it was not an our idea…), so it was difficult to undestand the possible value proposition and the other parts.
After few weeks and some researches we change the canvas
We change the customer segments: the previous two segments (Middle age and Health conscious people) became only one single segment, and a new one was added (customer with age & weight diseases).
The changes occured also in other parts in the third version of the canvas.
Pay attention only to the channel part, you can notice that we added pharmacy like a possible channel, that’s because our research showed us that in Italy similar products use this channel.
The final version went under a deep change!
Our interviews pointed out that in Italy the people trust only in dieticians advices, if a physician say them that they have to purchase a certain product they will buy, and through the pharmacy.
So also our customer segment completely changed.
You can notice other changes, but my example want only to show you how many changes in the canvas occur during the time,especially in the important areas; and this was only a student work in 6 months.
Thanks, I hope that you like this simple example!
P.S. I’m sorry for the small pictures 🙁