Mdulo 2

Curso de Experto en Branding y

Comunicacin Grfica
Business Model Canvas
M2: Curso de Experto en Branding y Comunicacin Grfica Francisco Corts Arce
El negocio en una vista
> Template / Plantilla
> Caractersticas ms importantes
> Radiografa del estado y la empresa.
Para qu?
M2: Curso de Experto en Branding y Comunicacin Grfica Francisco Corts Arce
www.businessmodelgeneration.com
>2010: Alexander Osterwalder, Yves Pigneur, Alan Smith +45
Fuente
M2: Curso de Experto en Branding y Comunicacin Grfica Francisco Corts Arce
Canvas
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
M2: Curso de Experto en Branding y Comunicacin Grfica Francisco Corts Arce
Canvas
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
1 Segmentos cliente
Para quin creamos valor?
Quienes son los clientes ms importantes?
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
M2: Curso de Experto en Branding y Comunicacin Grfica Francisco Corts Arce
Canvas
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
2 Propuestas de valor
Qu valor entregamos?
Qu problemas ayudamos a resolver?
A qu necesidad respondemos?
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
M2: Curso de Experto en Branding y Comunicacin Grfica Francisco Corts Arce
Canvas
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
3 Canales de distribucin
A trves de qu canales nos relacionamos?
Cmo entregamos el valor?
Cules son mejores?
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
M2: Curso de Experto en Branding y Comunicacin Grfica Francisco Corts Arce
Canvas
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
4 Relaciones con clientes
Qu tipo de relacin los clientes esperan?
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
M2: Curso de Experto en Branding y Comunicacin Grfica Francisco Corts Arce
Canvas
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
5 Flujo de Ingresos
Por qu estn dispuestos a pagar?
Por qu pagan actualmente?
Cmo pagan?
Cmo prefiriran pagar?
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
M2: Curso de Experto en Branding y Comunicacin Grfica Francisco Corts Arce
Canvas
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
6 Recursos Clave
Qu recursos necesitamos para entregar valor?,
para la distribucin?, para relacionarnos?, etc.
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
M2: Curso de Experto en Branding y Comunicacin Grfica Francisco Corts Arce
Canvas
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
7 Actividades Clave
Qu actividades necesitamos para entregar valor?,
para la distribucin?, para relacionarnos?, etc.
M2: Curso de Experto en Branding y Comunicacin Grfica Francisco Corts Arce
Canvas
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
8 Socios estratgicos
Quines son?
Quienes son nuestros proovedores escenciales?
Qu hacen y qu recursos brindan?
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
fffQdbX]Tbb\^ST[VT]TaPcX^]R^\
CWT1dbX]Tbb<^ST[2P]ePb
>])
8cTaPcX^])
3TbXV]TSQh) 3TbXV]TSU^a)
Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
M2: Curso de Experto en Branding y Comunicacin Grfica Francisco Corts Arce
Canvas
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb)
I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
TgP\_[Tb
Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EP[dT?a^_^bXcX^]b :Th0RcXeXcXTb :Th?Pac]Tab
:ThATb^daRTb
2^bcBcadRcdaT
What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
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This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
9 Estructura de costos
Cules son los costos ms importantes?
En que actividades se presentan?
En que recursos se presentan?
M2: Curso de Experto en Branding y Comunicacin Grfica Francisco Corts Arce
Plasmar el modelo de negocio
de su cliente.
Prctica
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
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Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?

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I. Avareress
HovJo ve raise avareress about our compary's proJucts arJ services?
2. Lvaluatior
HovJo ve belp customers evaluate our orgarizatior's Value Propositior?
3. Purcbase
HovJo ve allovcustomers to purcbase specijc proJucts arJ services?
4. Delivery
HovJo ve Jeliver a Value Propositior to customers?
5. Ajter sales
HovJo ve proviJe post-purcbase customer support?
Mass Marlet
Nicbe Marlet
SegmerteJ
DiversijeJ
Multi-siJeJ Platjorm
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Persoral assistarce
DeJicateJ Persoral Assistarce
Selj-Service
AutomateJ Services
Commurities
Co-creatior
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
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What value do we deliver to the customer?
Which one of our customers problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
RWPaPRcTaXbcXRb
Nevress
Perjormarce
Customizatior
Cettirg tbe Job Dore
Desigr
BrarJ/Status
Price
Cost ReJuctior
Risl ReJuctior
Accessibility
Corverierce/Usability
RPcTV^aXTb
ProJuctior
ProblemSolvirg
Platjorm/Netvorl
ch_Tb ^U aTb^daRTb
Pbysical
rtellectual (brarJ paterts, copyrigbts, Jata)
Humar
Iirarcial
\^cXePcX^]b U^a _Pac]TabWX_b)
Optimizatior arJ ecoromy
ReJuctior oj risl arJ urcertairty
Acquisitior oj particular resources arJ activities
Xb h^da QdbX]Tbb \^aT)
Cost Driver (learest cost structure, lovprice value propositior, maximumautomatior, extersive outsourcirg)
Value Driver ( jocuseJ or value creatior, premiumvalue propositior)
bP\_[T RWPaPRcTaXbcXRb)
IixeJ Costs (salaries, rerts, utilities)
Variable costs
Lcoromies oj scale
Lcoromies oj scope
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Day Month Year
No.
ch_Tb)
Asset sale
Usage jee
Subscriptior Iees
LerJirg/Rertirg/Leasirg
Licersirg
Brolerage jees
AJvertisirg
gTS _aXRX]V
List Price
ProJuct jeature JeperJert
Customer segmert JeperJert
Volume JeperJert
Sh]P\XR _aXRX]V
Negotiatior( bargairirg)
YielJ Maragemert
Real-time-Marlet
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.