business-model-canvas（商业模式画布）

Business Model Canvas - Strategic Business Design

Visual framework for developing, documenting, and iterating on business models. Created by Alexander Osterwalder, used worldwide by startups and enterprises.

When to Use This Skill

• Evaluating new product or startup ideas
• Analyzing competitor business models
• Planning business pivots or expansions
• Communicating strategy to stakeholders
• Identifying gaps in current business model
• Due diligence on investments or partnerships

The Nine Building Blocks

┌─────────────────┬─────────────────┬─────────────────┬─────────────────┬─────────────────┐
│                 │                 │                 │                 │                 │
│  KEY PARTNERS   │ KEY ACTIVITIES  │                 │   CUSTOMER      │                 │
│                 │                 │     VALUE       │  RELATIONSHIPS  │    CUSTOMER     │
│  Who helps us?  │ What do we do?  │  PROPOSITIONS   │                 │    SEGMENTS     │
│                 │                 │                 │  How do we      │                 │
│                 ├─────────────────┤  What value     │  interact?      │  Who do we      │
│                 │                 │  do we deliver? │                 │  serve?         │
│                 │ KEY RESOURCES   │                 ├─────────────────┤                 │
│                 │                 │                 │                 │                 │
│                 │ What do we need?│                 │    CHANNELS     │                 │
│                 │                 │                 │                 │                 │
│                 │                 │                 │  How do we      │                 │
│                 │                 │                 │  reach them?    │                 │
│                 │                 │                 │                 │                 │
├─────────────────┴─────────────────┴─────────────────┴─────────────────┴─────────────────┤
│                                           │                                             │
│              COST STRUCTURE               │              REVENUE STREAMS                │
│                                           │                                             │
│              What does it cost?           │              How do we earn?                │
│                                           │                                             │
└───────────────────────────────────────────┴─────────────────────────────────────────────┘

Building Block Details

1. Customer Segments

Who are you creating value for?

Questions to answer:

• Who are our most important customers?
• What jobs are they trying to get done?
• What pains and gains do they have?

2. Value Propositions

What value do you deliver to the customer?

3. Channels

How do you reach and communicate with customers?

Channel Phases:

Awareness → Evaluation → Purchase → Delivery → After-sales
    │           │           │          │           │
    ▼           ▼           ▼          ▼           ▼
  Ads        Website      Store     Shipping    Support
  PR         Reviews      App       Install     Training
  Social     Demos        Sales     Access      Updates

4. Customer Relationships

What type of relationship does each segment expect?

5. Revenue Streams

How does each customer segment generate revenue?

6. Key Resources

What assets are essential to deliver the value proposition?

7. Key Activities

What must you do to deliver the value proposition?

8. Key Partners

Who are your key partners and suppliers?

Partnership motivations:

• Optimization and economy of scale
• Reduction of risk and uncertainty
• Acquisition of resources and activities

9. Cost Structure

What are the most important costs?

Analysis Framework

Step 1: Define Customer Segments First

Start with who you serve:

Primary Segment:
├── Demographics: [Age, location, income]
├── Psychographics: [Values, interests, lifestyle]
├── Behaviors: [Usage patterns, buying habits]
└── Needs: [Jobs to be done, pains, gains]

Secondary Segments:
├── [Segment 2]
└── [Segment 3]

Step 2: Articulate Value Proposition

For each segment, define the value:

Value Proposition Canvas:

Customer Jobs          Product/Service
├── Functional         ├── Features
├── Social             ├── Benefits
└── Emotional          └── Experience
        ↓                    ↓
Customer Pains     →   Pain Relievers
        ↓                    ↓
Customer Gains     →   Gain Creators

Step 3: Map Channels and Relationships

How you reach and interact with customers:

Customer Journey:

Discover → Research → Buy → Use → Advocate
    │          │        │     │        │
    ▼          ▼        ▼     ▼        ▼
Channel:   SEO/Ads   Website  App   Email   Referral
Relation:  Automated  Self    Self  Auto    Community

Step 4: Define Infrastructure

What you need to deliver:

Value Delivery Infrastructure:

Key Partners          Key Activities         Key Resources
├── Suppliers         ├── Core operations    ├── Physical
├── Distributors      ├── Support            ├── Intellectual
└── Allies            └── Platform           ├── Human
                                             └── Financial

Step 5: Model Economics

Understand the financial viability:

Revenue Streams                 Cost Structure
├── [Stream 1]: $X/unit        ├── Fixed: $Y/month
├── [Stream 2]: $X/month       ├── Variable: $Z/unit
└── [Stream 3]: X% of GMV      └── CAC: $W/customer

Unit Economics:
├── LTV: $[amount]
├── CAC: $[amount]
├── LTV:CAC ratio: [X]:1
└── Payback period: [months]

Output Template

After completing analysis, document as:

## Business Model Canvas

**Company/Product:** [Name]

**Date:** [Date]

### Canvas Overview

| Block                  | Summary                  |
| ---------------------- | ------------------------ |
| Customer Segments      | [Key segments]           |
| Value Propositions     | [Core value delivered]   |
| Channels               | [Primary channels]       |
| Customer Relationships | [Relationship types]     |
| Revenue Streams        | [How you make money]     |
| Key Resources          | [Critical assets]        |
| Key Activities         | [Core operations]        |
| Key Partners           | [Strategic partnerships] |
| Cost Structure         | [Major cost drivers]     |

### Detailed Analysis

#### Customer Segments

[Detailed breakdown of segments, their needs, and characteristics]

#### Value Propositions

[Specific value delivered to each segment, pain relievers, gain creators]

#### Channels

[Channel strategy across customer journey phases]

#### Customer Relationships

[Relationship types per segment and their cost/value]

#### Revenue Streams

[Revenue model details, pricing strategy, unit economics]

#### Key Resources

[Critical resources and their strategic importance]

#### Key Activities

[Core activities that drive value creation]

#### Key Partners

[Partnership strategy and key relationships]

#### Cost Structure

[Cost drivers, fixed vs variable, economies of scale/scope]

### Strategic Assessment

**Strengths:**

- [Strength 1]
- [Strength 2]

**Weaknesses:**

- [Weakness 1]
- [Weakness 2]

**Opportunities:**

- [Opportunity 1]
- [Opportunity 2]

**Risks:**

- [Risk 1]
- [Risk 2]

### Recommendations

| Priority | Action   | Expected Impact |
| -------- | -------- | --------------- |
| High     | [Action] | [Impact]        |
| Medium   | [Action] | [Impact]        |

Real-World Examples

Netflix

Airbnb

Best Practices

Do

• Start with customer - Everything flows from customer segments
• Test assumptions - Each block contains hypotheses to validate
• Iterate frequently - Update as you learn from the market
• Check coherence - All blocks should connect logically
• Quantify where possible - Add numbers to revenue and costs

Avoid

• Inside-out thinking - Don't start with product features
• Static canvas - It's a living document, not a one-time exercise
• Ignoring competition - Understand competitor business models
• Skipping validation - Assumptions need testing with real customers
• Over-complicating - Keep it high-level and actionable

Integration with Other Methods

Resources

• Strategyzer - Business Model Canvas
• Business Model Generation - Osterwalder & Pigneur
• Value Proposition Design