Hi everyone!

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.

Canvas version 1

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

Canvas version 2

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.

Canvas version 3

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.

Canvas version 4

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 🙁


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9 Thoughts on “Canvas example

  1. serdar.temiz serdar.temiz on October 2, 2014 at 8:23 pm said:

    Hi, There is a common mistake that I see many places. If you remember, in the class, I mentioned that, you should have different colors for each customer segment and value that you create for each customer segment is different and then respective customer relations, cost issues, partners, activities should usually be different. You should work on color-coded. Why don’t you try to think Facebook Canvas in 2006, 2010 and 2014? Did they have any advertisers as a customer segment in 2006? Did they even have anyone outside of Stanford or USA? What they have done when they wanted to attach users in other countries?

  2. Avatar Danny Huang on October 11, 2014 at 1:00 pm said:

    And thanks Serdar for reminding us about the different colors for each customer segment and value!

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