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來自 University of Virginia 的課程

Innovating with the Business Model Canvas

19 個評分

University of Virginia

Innovating with the Business Model Canvas

19 個評分

Have you ever gotten really excited about reading or writing a business plan? You might have started out excited, but I’m going to bet you didn’t stay that way. Let’s be honest- business plans are boring and mostly ignored. The beauty of the one-page Business Model Canvas is that it drives meaningful focus. It helps us organize our ideas and have better discussions by forcing specificity and bringing linkages between key business drivers to the foreground. Innovation requires one hand being very focused on a fundamental need or problem while the other hand quickly tests different solutions. For this, the Business Model Canvas is very innovation friendly: It's a lot easier to tweak the model and try things with something that's sitting on a single page In this course, you’ll learn key tools from the worlds of design thinking and Lean Startup to approach the Canvas with thoughtfulness, focus, and above all a test-driven approach to business model innovation.

從本節課中

Focusing for Profitability and Growth

How do you avoid the distractions that keep companies from innovating their way to organic growth? The best recipe is a hyper focus on finding product/market fit and scaling it. Fortunately, the Canvas is a great way to create that focus. We’ll start the course by looking at the jobs you do for customers and how your particular propositions drive revenue. We’ll also look at how you link those with focused customer journeys to keep these customer-centric linkages healthy and growing.

Getting Started with the Canvas2:25

Making the Canvas Work for You: Your Role4:41

Making the Canvas Work for You: Product Phase4:00

Meet Enable Quiz2:25

Creating a Testable Product/Market Fit5:48

Knowing Your Customer5:09

Getting to Know Your Customer Better: Think See Feel Do4:15

Knowing What Propositions to Test6:08

Creating Testable Propositions3:15

Testing Your Propositions8:04

與講師見面

Alex Cowan
Faculty & Batten Fellow
Darden School of Business

To kind of put some meat on the bones in this course,

I have this example company that we'll be using as we step through the canvas.

And they are called Enable Quiz.

They are in the early phases of offering

a hosted software solution for HR and

functional managers around the job of hiring new engineers.

So, this is a quizzing system that allows Helen or Hank

the HR manager to sit Ross the Recruit down and say,

"Okay, our job is this and it requires these three skills."

This is just a quick quiz to see kind of where you are on these skill sets.

And we think that this is important because Frank,

who Ross is going to ultimately work for and does the second interviews,

always is chronically under-investing time, and recruiting,

and bringing new talent on board because they have

deadlines and things they've got to deal with,

and Helen wants to be able to do more because that's their primary focus.

So, we think that if we build

a product like this or build

some pillar proxy that allows us to test whether people want it,

then we're going to see interest from these folks.

That's sort of the working hypothesis.

If we tease this out a little bit,

the problem is we need to bring in technical talent and we can help ourselves with

our sort of recruitment pipeline by having

a more standardized automated skills screening process.

It's only sort of a first order consideration,

but when we start with a lot of different candidates,

it'll really help us with the kind of velocity and focus.

The alternative now is a lot of things that don't work well,

checking references and maybe Hank grills them a little bit on some technical things,

Frank rather I'm sorry the functional manager, the person they'd work for,

but they don't want to be a jerk and it's hard to be thorough that way.

And our value proposition is, "Hey,

we'll take care of that job because it's amenable to

standardization automation and will make

this critical job a little bit easier and a little bit

better for you with some investment from Helen or Hank,

who's already focused on this and participation

by Frank or Francene who is interested but super busy.

So, that is basically the kind of hypothesis that they're trying to test at Enable Quiz,

and the material that you'll see as we move through the business model canvas.

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