Previously on E&I…Marketing Plans

A quick recap of

Class 12

Marketing Plan

A detailed list of all the actionsand resources you need to gainand keep customers

Marketing Mix

Promotional strategy table

Marketing Plan

Marketing Plan

Diagnose

Objective

Tactics, Channels

Evaluation

Budget

What went on in the last weeks?

First presentation

What you currently have:

Problem

Solution

Detailed customer profiles, competitive analysis

Validated Value Proposition

Estimated Market Size: TAM/SAM/SOM

Evidence from primary sources: Market size, demand

Cost structure

Marketing Plan

Financial Plan

What comes next?

Second presentation: November 2, November 9

A lot of groundwork

Developing a prototype

Getting out there to talk to people

Update and refine your prototype

Go deep into the industry/sector/market/segment

Market Research (demand estimation and marketing plan)

Primary Research (resources, funding)

In a nutshell: from an idea to a value proposition customers are attracted to,

a plan to make it a reality, and concrete indicators for investors.

Entrepreneurship and

InnovationClass 14 – Business Model Generation: Revenue models and business

plan models

Javier A. Rodríguez-Camacho, Ph.D.

Pontificia Universidad Javeriana Bogotá, 2020

IdeationProduct /

Market Fit

Pretotype MVPBusiness Plan

Validation

How we create value and for whom, how and what we deliver,

how we capture part of the value to make the numbers work.

Business

ModelGeneration

Revenue Model

When a new venture is created and enters the market, it needs to

generate revenue to stay alive.

The activities undertaken to that end are known as the

Revenue Model (Revenue = Income - Expenditure)

Direct sales

Subscription

Intermediation or transaction fee

Franchises

Licensing and IP exploitation

Advertising, etc.

Your Revenue Model is closely

linked to your Business Model

But they are not the same thing!

What is a Business Model?

“A business model describes the rationale of how an

organization creates, delivers, and captures value.”

(Osterwalder & Pigneur, 2010)

It explains how the business works, where the money comes

from and how it is allocated.

What you do

Who do you do this for

How do you do it.

What is a Business Model?

The set of hypotheses on what a business does and does not do,

why a market pays for it, what and how the business sells. It is

a plan including customers and competitors, their values and

behaviors, the technology and its dynamics, the resources and

possible strenghts and weaknesses of a venture. (Drucker, 1994)

Value Proposition

Customers

Competitive Analysis

Resources…

A business model has some core

components

Value Proposition

Customers

Resources

Revenue sources

Distribution channels

Sales channels

Promotion channels

Competitive analysis

Financial plan, etc.

What you sell

Who you sell it to

How it is produced

How it is sold

Bingo!

Classwork

In your teams, unscramble the business models for

McDonald’s

Uber

You have 10 minutes

We Will then discuss together.

Business Model Canvas (Osterwalder 2008)

Value Proposition

Market Segments

Channels

Customer Relationships

Key Activities

Key Resources

Key Partners

Cost Structure

Revenue Streams

Classwork

Complete the business model canvas for your venture

You can use this template: CANVAS Google Docs.

Or any other tool you know

You have 10 minutes to submit it.

There are several other ways to

present a business model

Babson Business Model Wheel

Classwork

Complete the Babson Business Model Wheel for your

venture.

You have ten minutes to submit it.

You will present one of the two (BMC, BBMW).

There are also ways to present

your venture even if it is not a

traditional model

Social and environmental ventures

Social entrepreneurship

Triple layered business model canvas

Another model for social ventures

Strongly sustainable business model

canvas

Social and environmental canvas

Homework

Individually, using any of the templates we learned today

present Fairphone’s business model

All the information you need is on the website, but you

can also use other sources

You must submit it before Monday November 9, 6 pm.

Instructions for Segunda Entrega

You must submit three documents:

Executive Summary,

Business Plan Brief,

Slides

Practice

We must meet to practice at least one in the next 15 days

This is a sales pitch

You are presenting a business model, not only a producto

Provide the evidence

Show the numbers

Thanks for your attention!Don’t forget the homework and see you next class.