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Sinopsis

¿Cuál es la mejor manera de presentar una idea de negocio? En este artículo, explicaremos qué es un Lienzo de Modelo de Negocio, cómo usarlo, cómo personalizar nuestra plantilla para crear la suya propia y, si lee hasta el final, aprenderá cómo LinkedIn utiliza un Modelo de Negocio Canvas para crear y evaluar nuevas ideas de negocio. Nuestra plantilla personalizable incluye algunas de las mejores herramientas de Modelo de Negocio Canvas disponibles hoy en día, como múltiples formatos de canvas, análisis RFM, estructura de costos y flujos de ingresos, actividades y recursos clave, canales y veinticinco otras herramientas.

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A real example of a business model canvas could be that of a company like Airbnb.

Customer Segment: People looking for temporary accommodation, owners who want to rent their space.

Value Proposition: Offering a platform where owners can rent their space to travelers.

Channels: Website and mobile application.

Customer Relationship: 24/7 support, user-friendly platform.

Revenue Streams: Service fees for each booking.

Key Resources: Online platform, user community.

Key Activities: Platform management, marketing, customer service.

Key Partnerships: Apartment owners, travel agencies.

Cost Structure: Development and maintenance of the platform, marketing, personnel.

This is a simplified example, but it gives an idea of how a business model canvas can be used to describe a company's business model.

An example of a Business Model Canvas (BMC) in French could be the following:

1. Value Proposition: What problem are you solving for your customers? What products or services do you offer?

2. Customer Segments: Who are your target customers?

3. Channels: How do you reach your customers?

4. Customer Relationships: How do you interact with your customers?

5. Revenue Streams: How do you make money?

6. Key Resources: What are the resources necessary to execute your business model?

7. Key Activities: What are the essential activities to execute your business model?

8. Key Partnerships: Who do you work with to execute your business model?

9. Cost Structure: What are the costs associated with running your business model?

Each company will have a unique BMC depending on its specifics.

To design a C2C business model for a carpet brand like Beheshti, you need to consider several key factors. Firstly, identify your target customers and understand their needs and preferences. This will help you to tailor your products and services to meet their expectations. Secondly, establish a platform where customers can interact with each other. This could be a website or an app where customers can buy and sell carpets. Ensure that the platform is user-friendly and secure. Thirdly, set up a system for payment and delivery. This could involve partnering with a reliable courier service and integrating a secure payment gateway into your platform. Lastly, invest in marketing and customer service. This will help to attract customers to your platform and keep them satisfied. Remember, the success of a C2C business model largely depends on trust. So, make sure to build a trustworthy brand.

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Destacados de la herramienta

Modelo de negocio canvas

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Un modelo de negocio canvas es un lenguaje compartido que se utiliza para describir, visualizar y cambiar un modelo de negocio. En La Generación de Modelos de Negocio, Alexander Osterwalder dice que "sin un lenguaje compartido, es difícil desafiar sistemáticamente las suposiciones sobre el modelo de negocio de uno e innovar con éxito." El canvas describe cómo una empresa Crea, Entrega y Captura valor. Esta presentación tiene cinco versiones del modelo de negocio canvas para adaptarse a sus necesidades. Un modelo de negocio canvas estándar consta de nueve bloques de construcción: socios clave, actividades clave, recursos clave, propuestas de valor, relaciones con los clientes, canales, segmentos de clientes, estructuras de costos y flujos de ingresos.(Diapositiva 4

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The Business Model Canvas is a strategic tool that can be used to challenge assumptions about your business model and drive innovation. It consists of nine building blocks: key partners, key activities, key resources, value propositions, customer relationships, channels, customer segments, cost structures, and revenue streams. To challenge assumptions, you can systematically review each block and ask critical questions. For example, are your value propositions truly meeting the needs of your customer segments? Are your key activities aligned with your value propositions? By questioning each component, you can identify areas for innovation and improvement.

A business model canvas assists in creating, delivering, and capturing value by providing a structured framework that breaks down the key elements of a business model. It comprises nine building blocks: key partners, key activities, key resources, value propositions, customer relationships, channels, customer segments, cost structures, and revenue streams. This structure allows businesses to visualize and systematically challenge their assumptions, leading to successful innovation. It helps in identifying and prioritizing the most important elements to make a business successful.

A standard business model canvas comprises nine building blocks: key partners, key activities, key resources, value propositions, customer relationships, channels, customer segments, cost structures, and revenue streams.

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Una visualización alternativa utiliza notas adhesivas para organizar el lienzo. El usuario también puede copiar y pegar fácilmente las notas para agregar más. Cada una puede ser completada, descartada o reemplazada de una manera manejable para probar nuevas ideas. (Diapositiva 3)

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El lienzo de modelo de negocio lean es más útil para las startups que necesitan generar y evaluar rápidamente diferentes planes, ya que incluye secciones de problema y solución para ayudar a comparar ideas alternativas. (Diapositiva 7)

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The Business Model Canvas aligns with digital transformation initiatives in a startup by providing a structured framework to identify and assess the key elements of the business model. This includes the value proposition, customer segments, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. In the context of digital transformation, the canvas can help startups to identify areas where digital technologies can be leveraged to create new value propositions, reach new customer segments, or streamline operations. For example, a startup might identify opportunities to use digital technologies to deliver their product or service through online channels, or to automate key activities to reduce costs.

The Business Model Canvas can enhance a startup's business strategy by providing a structured framework that allows startups to define and discuss their business idea in a systematic and flexible way. It helps in identifying the key elements of a business such as value proposition, customer segments, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. This can lead to better strategic decisions and adjustments, making the business more efficient and competitive.

Startups might face several challenges when using the Business Model Canvas. Firstly, they might struggle with understanding how to fill out each section of the canvas, especially if they are not familiar with business terminology. Secondly, they might find it difficult to prioritize and decide which elements are most important for their business. Lastly, they might face challenges in validating the assumptions they make while filling out the canvas. These challenges can be overcome by educating themselves about the Business Model Canvas, seeking advice from mentors or experienced entrepreneurs, and continuously testing and validating their assumptions.

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Análisis RFM

Las empresas necesitan saber a quién planean atender antes de que puedan desarrollar una relación con sus clientes. Ahí es donde entra el análisis RFM. RFM significa recencia, frecuencia y monetario, un marco único para visualizar la información demográfica. Los clientes se puntúan según la recencia de su compromiso puntuado en el eje X, con la frecuencia de sus compras o compromiso en el eje Y. 1 es una frecuencia o recencia baja, mientras que 5 representa una alta frecuencia o recencia. (Diapositiva 10)

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Common challenges in applying RFM (Recency, Frequency, Monetary) analysis include data collection and quality, determining the right thresholds for segmentation, and integrating RFM results with other marketing strategies. Overcoming these challenges involves ensuring accurate and comprehensive data collection, using statistical methods to determine segmentation thresholds, and aligning RFM results with overall business goals and strategies.

The main components of the RFM (Recency, Frequency, Monetary) analysis framework are:

1. Recency: This measures how recently a customer has made a purchase or engaged with the company. A lower score indicates less recent engagement, while a higher score indicates more recent engagement.

2. Frequency: This measures how often a customer makes a purchase or engages with the company. A lower score indicates less frequent engagement, while a higher score indicates more frequent engagement.

3. Monetary: This measures how much a customer spends during their transactions. It helps in identifying the highest revenue-generating customers.

A company can implement RFM (Recency, Frequency, Monetary) analysis in their customer relationship management by first understanding the RFM framework. This involves scoring customers based on the recency of their engagement (X-axis), and the frequency of their purchases or engagement (Y-axis). A score of 1 represents low frequency or recency, while a score of 5 represents high frequency or recency. Once the scoring system is understood, the company can then categorize their customers based on these scores and tailor their marketing and sales strategies accordingly. This allows the company to prioritize their efforts towards customers who are more likely to engage and make purchases, thereby improving their customer relationship management.

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Al trazar a los clientes en este gráfico, puedes ver su valor monetario y su importancia para tu organización. Es una forma cuantitativa de identificar demografías en términos de cuánto dinero pueden generar, en contraposición a las demografías cualitativas como la edad o el género.Otra forma efectiva de cuantificar las relaciones con los clientes es mediante una puntuación de satisfacción del cliente. Esta puntuación permite a las empresas ver qué métodos o canales son los más demandados. Por ejemplo, según estas puntuaciones de satisfacción de muestra, sería prudente asignar menos recursos al soporte por correo electrónico y telefónico y más al soporte de chat. (Diapositiva 17)

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The Business Model Canvas plays a crucial role in capturing and delivering value for a company. It is a strategic management tool that allows businesses to visualize, design, and innovate their business model. It helps in identifying the key areas where the company can create, deliver, and capture value. This includes understanding the customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. By understanding these elements, a company can effectively strategize and prioritize its operations to maximize value creation and delivery.

The Business Model Canvas helps in understanding the monetary value of different demographics by allowing businesses to plot their customers on a chart. This provides a quantitative way to identify demographics in terms of how much money they can generate. It's not just about qualitative demographics like age or gender, but also about the potential revenue each demographic can bring to the business. Additionally, it can be used to quantify customer relationships with a customer satisfaction score, letting companies see which methods or channels are most in demand.

One effective way to allocate resources based on customer satisfaction scores is by identifying the methods or channels that are most in demand. For instance, if the customer satisfaction scores indicate that customers prefer chat support over email and phone support, it would be wise to allocate more resources to chat support. This approach ensures that resources are utilized in a way that maximizes customer satisfaction. Additionally, it's important to regularly review and update resource allocation based on changes in customer satisfaction scores.

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Estructura de costos

Otra parte clave de un modelo de negocio canvas es desglosar la estructura de costos de su negocio. Este diagrama de árbol de estructura de costos visualiza los gastos, el costo de los bienes vendidos y las ganancias brutas y netas en relación con las ventas. Dado que algunas organizaciones pueden tener más gastos generales para visualizar que otras, los usuarios pueden agregar o eliminar tantos de los gráficos circulares como sea necesario. (Diapositiva 28)

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A Business Model Canvas can be customized to showcase a business idea effectively by focusing on the key elements that are most relevant to the business. This includes the value proposition, customer segments, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. Each of these elements should be clearly defined and prioritized based on their importance to the business. The canvas should be flexible enough to accommodate changes as the business evolves. It's also important to visualize the cost structure of the business, as this can help identify areas for improvement and potential profitability.

Modifications to a Business Model Canvas to better suit market needs can include adjusting the value proposition to align with changing customer needs, updating customer segments as the market evolves, and revising channels and customer relationships based on new market trends. It's also important to regularly review and update key activities, key resources, and key partnerships to ensure they are still relevant and beneficial. Lastly, the cost structure and revenue streams should be adjusted to reflect current market conditions.

The Business Model Canvas is a strategic tool that can help a company in capturing and delivering value by providing a visual representation of the business's key activities, resources, and relationships. It allows the company to identify and prioritize the most important elements of their business model, such as customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. By mapping out these elements, the company can better understand how they create, deliver, and capture value, and can identify areas for improvement or innovation. This can lead to more effective decision-making and a more successful business.

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El diagrama de flujos de ingresos aquí divide los ingresos entre diferentes fuentes. A cada fuente o categoría se le asigna un porcentaje, con subcategorías debajo de cada una. Por ejemplo, una empresa como Apple podría separar los flujos de ingresos en diferentes tipos de bienes físicos y diferentes tipos de servicios, mientras que una empresa como Spotify podría usar los ingresos por publicidad como un flujo y las suscripciones como otro. (Diapositiva 11)

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Actividades clave

Las actividades clave son otro bloque de construcción importante del lienzo de negocios.Las actividades clave se pueden dividir en actividades continuas que se repiten de manera recurrente o actividades únicas que solo necesitan realizarse unas pocas veces al año. (Diapositiva 20-21)

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Los recursos clave son los que hacen posibles las actividades clave. Se dividen en recursos físicos, intelectuales, humanos y financieros. Los recursos físicos incluyen todo, desde fábricas hasta equipos, mientras que los intelectuales suelen incluir patentes. Los humanos incluyen todos los tipos de empleados, y los financieros incluyen capital privado, cualquier subsidio o becas. Enumere la cantidad dedicada a cada recurso y el ROI esperado de cada uno. Los usuarios pueden dejar en blanco cualquiera de estos si no están seguros del valor. Por ejemplo, dado que los gobiernos planean invertir más en el desarrollo de vehículos de nueva energía durante la próxima década, una compañía de vehículos podría destacar los subsidios gubernamentales como un recurso financiero clave. (Diapositiva 23)

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Canales

La última parte del lienzo de negocios que destacaremos son los canales. Los canales cubren cómo y dónde las empresas entregan su valor a los clientes. Los canales de distribución son donde se pueden vender productos o servicios. Cada tipo de distribución se puede comparar aquí.(Diapositiva 14)

Los canales de marketing son cómo las empresas dan a conocer y entregan su mensaje o propuesta de valor. Aquí se proporciona una clara visualización del tablero. Para obtener una mirada más detallada sobre cómo crear un plan de marketing para activar sus canales de marketing, consulte nuestra presentación de plantilla Plan de Marketing relacionada y vea el video acompañante para aprender más. (Diapositiva 15)

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Finalmente, los canales de soporte son importantes para mantener las relaciones post-venta. Un fuerte canal de soporte proporciona una ventaja competitiva. Empresas como Slack o IBM son conocidas por su continuo apoyo a los clientes, lo que es lo que mantiene a los clientes regresando. (Diapositiva 16)

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Estudio de caso: LinkedIn

LinkedIn actualmente tiene más de 650 millones de usuarios de más de 200 países. Los socios clave de LinkedIn incluyen centros de datos para soportar la plataforma en línea, empleadores, universidades y desarrolladores de cursos educativos. Las actividades clave de LinkedIn incluyen el mantenimiento de su plataforma en línea, la retención de su base de usuarios y la construcción de asociaciones. Su recurso clave es, por supuesto, la propia plataforma en línea.

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LinkedIn tiene múltiples segmentos de clientes: su comunidad de usuarios, empleadores en busca de empleados y anunciantes.Cada uno de estos segmentos tiene su propia propuesta de valor, que puede ser mostrada en el lienzo. Para los usuarios, la propuesta sería una forma de mostrar sus habilidades a los reclutadores de manera fácil. Para los empleadores, es una base de datos global y accesible de candidatos. Para los anunciantes, es una audiencia comprometida y herramientas de medición.

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El mayor canal de distribución de LinkedIn es su sitio web y aplicación móvil. Pero sus canales van más allá de eso, con canales de soporte como Sales Navigator y Sales Solutions que buscan mantener las relaciones con los clientes. Mantener estas relaciones con la base de usuarios a través de los canales de soporte es una forma clave en que LinkedIn hace crecer su comunidad en línea y obtiene una ventaja competitiva. Sus flujos de ingresos incluyen publicaciones de trabajo de pago por clic, suscripciones premium y soluciones de marketing. Cada uno de estos componentes puede ser listado en el modelo de negocio canvas y cambiado según se evalúen para el éxito. Echa un vistazo a nuestro video de arriba para ver cómo todo esto se ve en un modelo de negocio canvas.

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Conclusión

¿Desea un Modelo de Negocio Canvas fácil de usar? Descargue la presentación Lienzo de Modelo de Negocio para más diapositivas como Estrategia de socio clave, Evaluación de socio clave, Gráfico de segmentación de clientes, Estrategia de creación de valor, Modelo de negocio lean canvas, y muchos más. Y, si desea más visualizaciones de canvas de negocios, puede consultar nuestras otras Colección de Lienzos de Negocios para más.

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The Business Model Canvas (BMC) is a strategic management tool to quickly and easily define and communicate a business idea or concept. It is a one page document which works through the fundamental elements of a business or product, structuring an idea in a coherent way.

Here are a few examples of BMC:

1. Uber: Key partners include drivers and car companies. Key activities include platform development and maintenance. Value propositions include convenience and cost-effectiveness. Customer segments include people without cars and people who prefer not to drive.

2. Airbnb: Key partners include property owners. Key activities include platform development and customer service. Value propositions include unique accommodation experiences and cost savings. Customer segments include travelers seeking non-traditional accommodations.

3. Amazon: Key partners include suppliers and third-party sellers. Key activities include logistics and website management. Value propositions include wide product range and fast delivery. Customer segments include online shoppers and businesses.

Remember, these are simplified examples and real-life business models can be much more complex.

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