The big challenges when starting a new venture present themselves right at the beginning. Therefore, it takes method and seriousness when presenting your new business, both to your target audience and to the market – but also to yourself. This includes knowing how to make Canvas.
After all, for management to take place properly, it is necessary to focus on establishing firm structures for the project, which implies the use of special tools, such as ERPs, task organizers, among many others.
And it was precisely for this purpose that Canvas was developed – a project organization tool that facilitates the presentation of the business and the conduct of its activities.
Therefore, we prepared this content on the subject. Here, we will explain everything about this business model structuring methodology. Come on?
What is Canvas?
Although there are several business model methodologies, Canvas, admittedly, stands out for making this whole process particularly more intuitive and fluid.
Relatively recent, Canvas emerged in the first decade of the XNUMXst century, the result of a thesis by Alex Osterwalder, who, by launching the book Business Model Generation: Innovation in Business Models, introduced Canvas to the rest of the world and revolutionized the concept of targeting. strategic business models.
In other words, we can define Canvas as an objective management support tool and task organization, able to provide the manager with a broad view of their organization.
In addition, it manages to define all its relevant points, such as objectives, actions and strategies, within its respective segment. It is this sharp panorama that allows the entrepreneur to evaluate what is and what is not viable in his proposal, and thus, he can organize himself before starting his work.
What are the blocks that make up Canvas?
The structure of Canvas is quite simple, which is precisely what makes it such a useful tool for all team members to be able to visualize the project in a practical, objective and functional way - and therefore vital for the time management.
This planning model prioritizes the decentralization of staff and a dynamic of active participation by everyone in the company. This less linear approach is what makes it possible to apply creative, intuitive and innovative practices.
Still in this sense of practicality, when talking about how to make Canvas, there are several possible ways: from a simple sheet of paper, through frames and even editable digital files on a PC or smartphone.
Here, what really matters is its composition, formed by 9 large blocks:
- customer segment;
- value offer;
- communication channels;
- relationship with customers;
- revenue sources;
- main features;
- key activities;
- key partners;
- cost structure.
How to make Canvas for your business: step by step
Okay, now you understand what this business model is and what it is for. But, in practice, how to make Canvas?
As we said, Canvas is a graphic framework divided into 9 blocks. Next, we will show in detail what should be considered when preparing the content of each block.
A good starting tip is to divide the 9 blocks of your Canvas into 4 groups in order to better visualize how each one relates to the other. You can separate them by different colors. As an example, let's use blue, yellow, red and green:
- customer segment, customer relationship and communication channels are the blocks that define who your customer is and how you will reach them, let's mark them in blue;
- value proposition determines what you offer the customer, and the reason that will make customers choose your product, let's mark it in yellow;
- key partners and key activities define their production methodology, we will mark them in red;
- cost structure and revenue sources are referring to your cash inflow and outflow, to your financial control, let's mark them in green.
That said, let's go ahead.
1. Customer segment
First, when making your Canvas, you must carefully observe the place that your company will occupy in the market: which niche it will belong to, what your target audience profile is like, and so on. It is imperative that you know how to define these factors, as there are all sorts of different types of audience segments.
If you do not know well the profile of the customer to whom you want to sell your product or service, it will be difficult to achieve satisfactory levels of quality in your final work.
Therefore, it is important to clearly define for whom you are proposing to create value; what this consumer, in fact, needs; and how to proceed to serve you well and provide you with the best possible experience with your brand.
From these notes, it will be much easier to divide the segmentation of your customer base.
2. Value proposition
This is a very important step, as it deals with how your company will effectively operate. The value proposition is responsible for the customer choosing you and not your competitor.
Here, your entire method of operation, service and problem solving will be traced. Regardless of whether these practices are traditional or extremely innovative, what matters in this block is to ensure that your service will perfectly offer the solutions your client seeks, meeting – or even exceeding – their expectations.
At this stage, highlight the following points: what is the value delivered to the customer; which problems the brand helps to solve; and what specific products or services are offered to each segment of your audience.
3. Communication channels
The paths by which the company reaches the customer are traced in this block. It is a strategic point, in which you will define the means of communication and relationship between the consumer and your brand.
Analyze which channels you have available, how they integrate and through which your audience can be most successfully reached.
4. Relationship with customers
Here, you will deal with maintaining the customer relationship. This relationship needs to be cultivated all the time – contrary to what the bad manager believes, the moment of purchase is not decisive to preserve this relationship.
Consider the type of relationship your audience segment expects from a brand, how much of that relationship has already been established, and the costs of improving it. These are vital factors for customer loyalty.
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5. Revenue sources
In this block, you will assess how much your customers will be willing to pay for your product or service.
It is very important to know what price the consumer considers, in fact, fair to pay; the means of payment available; and by what means the customer would prefer to pay.
6. Value Proposition
This is the block in which the value propositions are made. Analyze your value propositions to identify what features they require; what distribution channels do you have; what is the concrete relationship between your audience and revenue sources.
Therefore, this block is very important, as it integrates all the previous ones, so that their strategies can be successfully applied.
7. Key Activities
This is the space to consider your quality factors related to production, troubleshooting, and structure management.
Consider what key activities your value proposition requires; which are applied to customer relationships; and which ones are related to your revenue streams, and you will be able to identify the appropriate course of action.
8. Main partners
You need to recognize the value of the right partnerships in business. To work on this aspect in order to obtain significant improvements in your operations and costs, pay attention to who your main partners and suppliers are; what resources the company acquires from them; and what key activities they carry out.
9. Cost structure
We cannot forget that all highlighted blocks correspond to some cost. All the expenses necessary for the undertaking to take place will be detailed in this block.
This is where you should analyze which are the most important costs of your business; which key resources and key activities are most expensive; and which of these costs are regular and which are variable.
Tools that use Canvas
Although, as we have already mentioned, Canvas can be made in numerous ways, including sheets of paper and pictures on the wall, it is worth remembering that digital technologies represent a great differential within a company's practices. The Internet brings together a multitude of good tools aimed at developing your Canvas.
These platforms allow, among a number of other advantages, the possibility of making your Canvas more flexible and customized; collaboration and integration between the various members of your team; sharing information via email and links; plus enhanced security through backups and cloud storage.
Among the most competent tools for Canvas development, we highlight:
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