Il business model – Canvas
Il Business Model (o modello di business) è l’insieme delle soluzioni organizzative e strategiche attraverso le quali l’impresa acquisisce un vantaggio competitivo. In altri termini, Il Business Model descrive la logica con la quale un’organizzazione crea, distribuisce e cattura valore.
Mantenere uno standard di qualità elevato e praticare allo stesso tempo un prezzo finale accessibile (grazie all’utilizzo di un’innovazione tecnologica che migliora i processi) è, per esempio, uno dei migliori modi per accrescere il valore percepito
Cosa significa “creare valore”?
Un’azienda crea valore per i propri clienti quando li aiuta a:
- Soddisfare un desiderio
- Risolvere un problema
Il successo o l’insuccesso di qualunque business dipende dalla capacità dell’azienda di apportare un valore realmente percepibile al cliente finale.
BUSINESS PLAN O BUSINESS MODEL: COSA CONVIENE PRIMA?
La prima attività da svolgere per rafforzare o migliorare un’azienda, per lanciare un nuovo prodotto/servizio, o per avviare una start-up ad alto valore è quella di creare un proprio Modello di business.
Uno dei modelli più utilizzato è il Business model Canvas, strumento strategico che utilizza il linguaggio visuale per creare e sviluppare modelli di business innovativi.
Consente di rappresentare visivamente il modo in cui un’azienda crea, distribuisce e cattura valore e consente di apportare modifiche, fare test ed analisi in maniera semplice ed immediata.
A differenza, Il Business plan ( documento che sintetizza i contenuti e le caratteristiche di un progetto imprenditoriale ), data la sua complessità espositiva è un documento di fondamentale importanza per la presentazione agli stakeholder interessati ma poco efficace per una efficiente ed elastica pianificazione strategica.
Da ciò, risulta consigliabile la redazione di un business plan solo dopo aver accuratamente validato il proprio modello di business attraverso l’utilizzo del business Model Canvas.
Il Business Model Canvas è un potente framework all’interno del quale sono rappresentati sotto forma di blocchi i 9 elementi costitutivi di un’azienda. Ecco una breve descrizione di ognuno
- Customer Segments(CS):i segmenti di clientela ai quali l’azienda si rivolge
- Value Proposition(VP):la proposta di valore contenente i prodotti / servizi che l’azienda vuole offrire
- Channels(Ch):i canali di distribuzione e contatto con i clienti
- Customer Relationships(CR):il tipo di relazioni che si instaurano con i clienti
- Revenue Streams(R$): il flusso di ricavi generato dalla vendita di prodotti/servizi
- Key Resources(KR):le risorse chiave necessarie perché l’azienda funzioni
- Key Activities(KA):le attività chiave che servono per rendere funzionante il modello di business aziendale
- Key Partners(KP) :i partner chiave con cui l’impresa può stringere alleanze
- Cost Structure(C$): la struttura dei costi che l’azienda dovrà sostenere
Grazie all’intuizione di Alexander Osterwalder questo modello ha rivoluzionato il modo di rappresentare il business model, trasformandolo in pochi anni in uno standard internazionale.
Con facilità, tutti hanno la possibilità di comprendere elementi complessi che riguardano il funzionamento di un’intera azienda: questo è il vantaggio comunicativo del Canvas.
Fonti:www.businessmodelgeneration.com
Qualora questa pubblicazione ti sia risultata utile e gradita, per rimanere sempre aggiornato iscriviti gratuitamente alla newsletter settimanale oppure seguici sui social network (facebook ).
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