startup mba 2.1 - business models - prototyping and moat design
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business model prototyping
& moatshttp://startupmba.foundercentric.com
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[email protected] foundercentric.com @foundercentric !Mailing list: http://bit.ly/fc-list
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Part I Prototyping,
communication and exploration
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Alex Osterwalder’s Business Model Canvas
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Value propositions aren’t just lists of features. !
It’s how you create joy or relieve pain.
You sell your value proposition...
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Very specific customer segments are easier to think about. !
It’s better to have multiple specific segments than a single generic one.
To a customers segment
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Who you reach through some channel
Channel has 2 parts: how they hear about it and how they actually buy it
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How do you stop them from forgetting about you next time? !
How do you increase lock-in and retention?
You have an ongoing relationship to create retention and lock-in
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The right side of the canvas is customer-facing. !
It’s about reaching & keeping the customer and generating revenue.
That’s how you make money.
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Innovation on the left half of the canvas is about managing costs
The left side is how you create the value proposition. That costs you money.
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What is the activity so strategically core to your business that you would never outsource it?
To create the value proposition, you do certain Key Activities
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Key Resources are things competitors would have to replicate in order to compete. !
It could be your tech, your patents, or even your user-base.
Using your Key Resources
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Your company has certain core competencies used to create & deliver the value proposition. !
Everything else can potentially come from a partner.
Anything you don’t do or have yourself, you get from a partner.
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There are lots of ways to use the
canvas
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Los Angeles Times Magazine, 1992
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Question
What is ebay’s business model for collectors?
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Sell anything
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Sell anything
Indie merchants
![Page 22: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/22.jpg)
Sell anything
Collectors
Indie merchants
![Page 23: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/23.jpg)
Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
![Page 24: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/24.jpg)
Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
% commission
![Page 25: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/25.jpg)
Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
% commission
Ads
![Page 26: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/26.jpg)
Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
% commission
Ads
SEO
![Page 27: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/27.jpg)
Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
% commission
Ads
SEO
![Page 28: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/28.jpg)
Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
% commission
Ads
SEO
The most buyers
![Page 29: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/29.jpg)
Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
% commission
Ads
SEO
The most buyers
![Page 30: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/30.jpg)
Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
% commission
Ads
SEO
The most buyers
The most sellers
![Page 31: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/31.jpg)
Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
% commission
Ads
SEO
The most buyers
The most sellers
![Page 32: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/32.jpg)
Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
% commission
Ads
SEO
The most buyers
The most sellers
The most products
![Page 33: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/33.jpg)
Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
% commission
Ads
SEO
The most buyers
The most sellers
The most products
Acquire users
![Page 34: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/34.jpg)
Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
% commission
Ads
SEO
The most buyers
The most sellers
The most products
Acquire usersAcquire
users
![Page 35: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/35.jpg)
Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
% commission
Ads
SEO
The most buyers
The most sellers
The most products
Acquire usersAcquire
users
Ads
![Page 36: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/36.jpg)
Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
% commission
Ads
SEO
The most buyers
The most sellers
The most products
Acquire usersAcquire
users
Ads
Ratings
![Page 37: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/37.jpg)
What makes ebay’s model so strong?
The Key Resources are difficult to reproduce since they depend on being the biggest
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Question
Why has ebay been so resistant to competitors? What makes its model so strong?
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Sell anything
CollectorsBuy hard-to-find
products
Indie merchants
% commission
Ads
SEO
The most buyers
The most sellers
The most products
Acquire usersAcquire
users
Ads
Ratings
![Page 40: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/40.jpg)
Ebay’s network effect
Ebay’s Key Resources are all a result of being the biggest, so they always have an edge over any new competitor
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Does this capture every detail of ebay’s business?
What about Paypal? Power sellers? Buy-it-now?
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Business models are sketches
Sketches aren’t meant to be perfect. They’re a disposable tool for understanding and communication.
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Question
Why do Chrome and Android matter so much to Google?
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Searchers
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Find anything
Searchers
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Find anything
Searchers
?
![Page 47: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/47.jpg)
Find anything
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.000X / search
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So who is paying?
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Cost-effective
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Measurable
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Cost-effective
advertising
Measurable
Any budget
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Cost-effective
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Measurable
Any budget
Big audience
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Advertisers
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Cost-effective
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Big audience
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Searchers
Advertisers
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Cost-effective
advertising
Big audience
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Those are the basics. But how do they get
and keep users?
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Cost-effective
advertising
Big audience
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Searchers
Advertisers
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Cost-effective
advertising
Word of
mouth?Big audience
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Cost-effective
advertising
Word of
mouth?
Brand?
Big audience
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Searchers
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.000X / search $ / click
Cost-effective
advertising
Word of
mouth?
Brand?
Twitter?
Big audience
![Page 63: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/63.jpg)
Seems weak. When the answer seems suspicious,
keep looking.
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When you searched for something today,
why did you use Google?
![Page 65: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/65.jpg)
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Cost-effective
advertising
Word of
mouth?
Brand?
Twitter?
Big audience
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Word of
mouth?
Brand?
Twitter?
Big audience
Great product?
![Page 67: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/67.jpg)
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mouth?
Brand?
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Big audience
Great product?
No other
options?
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Cost-effective
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Word of
mouth?
Brand?
Twitter?
Big audience
Great product?
No other
options?
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mouth?
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Twitter?
Big audience
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Word of
mouth?
Brand?
Twitter?
Big audience
It’s the default
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The default? Where?
![Page 72: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/72.jpg)
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Word of
mouth?
Brand?
Twitter?
Big audience
It’s the default
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Big audience
It’s the default
Mozilla’s Firefox
![Page 74: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/74.jpg)
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Word of
mouth?
Brand?
Twitter?
Big audience
It’s the default
Mozilla’s Firefox
Apple’s Safari
![Page 75: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/75.jpg)
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advertising
Word of
mouth?
Brand?
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Big audience
It’s the default
Mozilla’s Firefox
Apple’s Safari
![Page 76: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/76.jpg)
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advertising
Big audience
It’s the default
Mozilla’s Firefox
Apple’s Safari
Browser partnerships
![Page 77: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/77.jpg)
Find anything
Searchers
Advertisers
.000X / search $ / click
Cost-effective
advertising
Big audience
It’s the default
Mozilla’s Firefox
Apple’s Safari
Browser partnerships
$X00 M / year
![Page 78: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/78.jpg)
Find anything
Searchers
Advertisers
.000X / search $ / click
Cost-effective
advertising
Big audience
It’s the default
Mozilla’s Firefox
Apple’s Safari
Browser partnerships
$X00 M / year
![Page 79: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/79.jpg)
Question
Why do Chrome and Android matter so much to Google?
![Page 80: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/80.jpg)
Find anything
Searchers
Advertisers
.000X / search $ / click
Cost-effective
advertising
Big audience
It’s the default
Mozilla’s Firefox
Apple’s Safari
Browser partnerships
$X00 M / year
![Page 81: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/81.jpg)
Find anything
Searchers
Advertisers
.000X / search $ / click
Cost-effective
advertising
Big audience
It’s the default
Mozilla’s Firefox
Apple’s Safari
Browser partnerships
$X00 M / year
![Page 82: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/82.jpg)
Find anything
Searchers
Advertisers
.000X / search $ / click
Cost-effective
advertising
Big audience
It’s the default
Mozilla’s Firefox
Apple’s Safari
Browser partnerships
$X00 M / year
![Page 83: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/83.jpg)
Find anything
Searchers
Advertisers
.000X / search $ / click
Cost-effective
advertising
Big audience
It’s the default
$X00 M / year
![Page 84: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/84.jpg)
Find anything
Searchers
Advertisers
.000X / search $ / click
Cost-effective
advertising
Big audience
It’s the default
$X00 M / year
![Page 85: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/85.jpg)
Find anything
Searchers
Advertisers
.000X / search $ / click
Cost-effective
advertising
Big audience
It’s the default
$X00 M / year
Build a browser
![Page 86: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/86.jpg)
Find anything
Searchers
Advertisers
.000X / search $ / click
Cost-effective
advertising
Big audience
It’s the default
$X00 M / year
Build a browser
35% browser
share
![Page 87: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/87.jpg)
Find anything
Searchers
Advertisers
.000X / search $ / click
Cost-effective
advertising
Big audience
It’s the default
$X00 M / year
Build a browser
35% browser
share
Our own browser
![Page 88: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/88.jpg)
Find anything
Searchers
Advertisers
.000X / search $ / click
Cost-effective
advertising
Big audience
It’s the default
$X00 M / year
Build a browser
35% browser
share
Our own browser
Phone default search
![Page 89: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/89.jpg)
Find anything
Searchers
Advertisers
.000X / search $ / click
Cost-effective
advertising
Big audience
It’s the default
$X00 M / year
Build a browser
35% browser
share
Our own browser
Phone default search
iOS
etc...
![Page 90: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/90.jpg)
The business model holds the answer
If Google didn’t win with Chrome and Android, they would be forced to spend a fortune on partnerships (and might even lose their whole business)
![Page 91: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/91.jpg)
In review:
![Page 92: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/92.jpg)
You sell your value proposition...
![Page 93: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/93.jpg)
To a customers segment
![Page 94: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/94.jpg)
Who you reach through some channel
![Page 95: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/95.jpg)
You have an ongoing relationship to create retention and lock-in
![Page 96: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/96.jpg)
That’s how you make money.
![Page 97: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/97.jpg)
The left side is how you create the value proposition. That costs you money.
![Page 98: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/98.jpg)
To create the value proposition, you do certain Key Activities
![Page 99: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/99.jpg)
Using your Key Resources
![Page 100: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/100.jpg)
Anything you don’t do or have yourself, you get from a partner.
![Page 101: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/101.jpg)
Final business model tips
• Separate colors for each customer segment
![Page 102: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/102.jpg)
Final business model tips
• Separate colors for each customer segment
• Use as few sticky notes as possible
![Page 103: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/103.jpg)
Final business model tips
• Separate colors for each customer segment
• Use as few sticky notes as possible • Focus on quick communication,
not perfect representation
![Page 104: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/104.jpg)
Final business model tips
• Separate colors for each customer segment
• Use as few sticky notes as possible
• Focus on quick communication, not perfect representation
• Explore lots of possibilities
![Page 105: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/105.jpg)
Questions?
![Page 106: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/106.jpg)
Zappos
![Page 107: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/107.jpg)
Question
How did Zappos survive against Amazon and others?
![Page 108: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/108.jpg)
Huge shoe selection U.S. shoe
buyers
Display ads
$ / pair
Returns
Fast & cheap
Logistics & fulfillment
Marketing
MarketingWare-houses
Support staff
Inventory
Re-target
WH staff
![Page 109: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/109.jpg)
Huge shoe selection U.S. shoe
buyers
Display ads
$ / pair
Returns
Fast & cheap
Logistics & fulfillment
Marketing
MarketingWare-houses
Support staff
Inventory
Re-target
WH staff
![Page 110: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/110.jpg)
Huge shoe selection U.S. shoe
buyers
Display ads
$ / pair
Returns
Fast & cheap
Logistics & fulfillment
Marketing
MarketingWare-houses
Support staff
Inventory
Re-target
WH staff
![Page 111: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/111.jpg)
Huge shoe selection U.S. shoe
buyers
Display ads
$ / pair
Returns
Fast & cheap
Logistics & fulfillment
Marketing
MarketingWare-houses
Support staff
Inventory
Re-target
WH staff
![Page 112: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/112.jpg)
Huge shoe selection U.S. shoe
buyers
Display ads
$ / pair
Returns
Fast & cheap
Shoe-focused
logistics & fulfillment
Marketing
MarketingWare-houses
Support staff
Inventory
Re-target
WH staff
![Page 113: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/113.jpg)
Huge shoe selection U.S. shoe
buyers
Display ads
$ / pair
Returns
Fast & cheap
Shoe-focused
logistics & fulfillment
Marketing
MarketingWare-houses
Support staff
Inventory
Re-target
WH staff
![Page 114: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/114.jpg)
Huge shoe selection U.S. shoe
buyers
Display ads
$ / pair
Returns
Fast & cheap
Shoe-focused
logistics & fulfillment
Marketing
Marketing
WH staffSupport
staffInventory
Re-target
Ware-houses
![Page 115: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/115.jpg)
Huge shoe selection U.S. shoe
buyers
Display ads
$ / pair
Returns
Fast & cheap
Shoe-focused
logistics & fulfillment
Marketing
Marketing
Support staff
Inventory
Re-target
Ware-houses
![Page 116: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/116.jpg)
Huge shoe selection U.S. shoe
buyers
Display ads
“Try it on at home” returns
$ / pair
Returns
Fast & cheap
Shoe-focused
logistics & fulfillment
Marketing
Marketing
Support staff
Inventory
Re-target
Ware-houses
![Page 117: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/117.jpg)
Huge shoe selection U.S. shoe
buyers
Display ads
“Try it on at home” returns
$ / pair
Returns
Fast & cheap
Shoe-focused
logistics & fulfillment
Marketing
Marketing
Support staff
Inventory
Re-target
Ware-houses
![Page 118: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/118.jpg)
Huge shoe selection U.S. shoe
buyers
Display ads
Ridiculouscustomer
service
“Try it on at home” returns
$ / pair
Returns
Fast & cheap
Shoe-focused
logistics & fulfillment
Marketing
Marketing
Support staff
Inventory
Re-target
Ware-houses
![Page 119: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/119.jpg)
Huge shoe selection U.S. shoe
buyers
Display ads
Ridiculouscustomer
service
“Try it on at home” returns
$ / pair
Returns
Fast & cheap
Shoe-focused
logistics & fulfillment
Marketing
Marketing
Support staff
Inventory
Re-target
Ware-houses
![Page 120: Startup MBA 2.1 - Business models - prototyping and moat design](https://reader033.vdocument.in/reader033/viewer/2022051512/5415cd788d7f728a6c8b4835/html5/thumbnails/120.jpg)
Huge shoe selection U.S. shoe
buyers
Display ads
Ridiculouscustomer
service
“Try it on at home” returns
$ / pair
Returns
Fast & cheap
Shoe-focused
logistics & fulfillment
Marketing
Marketing
Support staff
Inventory
Re-target
Ware-houses
Love