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L E A N C A N VA S B U S I N E S S M O D E L 1
LEAN CANVASBUSINESS MODELTEST • MEASURE • MAINTAIN • INSTIGATE
7125 El Cajon Blvd. #5,San Diego CA 92115T: 619.618.2545E: [email protected]: eboostconsulting.com
think leanwith e•boost
TA B L E O F C O N T E N T S 2think leanwith e•boost
Problem & Customer Segments
Unique Value Proposition
Solution
Key Advantages
Channels
Cost & Revenue
Key Metrics
I.
II.
III.
IV.
V.
VI.
VII.
TABLE OF CONTENTSI. Overview
II. How to Create a Lean Canvas Business Model
III. LCBM Example: Homes for Soldiers
IV. Lean Canvas Business Model Template
V. Conclusion
VI. Appendices
• Captures the essence of your organziation, yet is still short and to-the-point
Concise• Easy to share• Read by more people• More frequently updated than traditional models
Accessible
• Keeps everyone on track with the bigger vision• Focuses on the big issues while still honing in on the details and day-to-day issues
Effective• A business plan can take several weeks or months• Multiple lean canvases can be outlined in a single afternoon
Fast
O V E R V I E W 3think leanwith e•boost
A Lean Canvas Business Model is a portable, one-page diagram that is structured tobrainstorm possible business models, prioritize where to start, and track ongoing learning.
Traditional business plans take too long to write, are seldomupdated, and are almost never read by others.
• A single page business modelis much easier to share
Lean Canvas Business Model (LCBM)WHAT IS A LEAN CANVAS BUSINESS MODEL?
HOW DOES IT DIFFER FROM A BUSINESS PLAN?
WHY DO I WANT TO USE IT?
H O W T O C R E AT E Y O U R L E A N C A N VA S B U S I N E S S M O D E L 4
How to Create YourLean Canvas Business Model
BRAINSTORMwho your possible audience will be
+ vs. +
DONOR & USERdistinguish between
sketch yourLEAN CANVAS
think leanwith e•boost
A user is someone who bene�ts from your organization’s services
A donor is someone whogives to your organization and/or contributes monetarily
P R O B L E M A N D C U S T O M E R S E G M E N T S 5
ListTOP
3PROBLEMS
think leanwith e•boost
TRAITS
Customer Segments& Problems
USERS
DONORS&
List your various Name different
U N I Q U E VA L U E P R O P O S I T I O N 6think leanwith e•boost
Unique Value Proposition
1Be
DIFFERENT Make sure your di erence matters
2Focus on finishedSTORY BENEFITSafter contributing to your organization
3 &Pick keywords
own them Note: using a few keywords consistently can also help drive your SEO ranking
A single, clear, and compelling message that states why your organization is di erent
and worth contributing to
HOW TO CRAFT A UNIQUE VALUE PROPOSITION
S O L U T I O N 7think leanwith e•boost
Solution
TACKLE SOLUTION
POSSIBILITIES for each problem your organization faces
All your hypotheses have not been tested, so don’t
Attach a solution to each problem as late as possible.
K E YA D VA N TA G E S 8think leanwith e•boost
Key Advantages
LIST THE
KEY ADVANTAGES your organization possesses
that cannot be easily replicatedby a competitor
C H A N N E L S 9think leanwith e•boost
Channels
LIST THE
PAIDFREE &
CHANNELSthat can be used to reach your donor(s)/user(s)
A channel is a set of activities used to reach your targeted
donor/user (i.e. blogs, workshops, books, social media, etc.)
Start building and testing a pathto donors/users from day 1
C O S T & R E V E N U E 10think leanwith e•boost
Cost & Revenue
STREAMS OF FUNDS
Note which donations are restricted & unrestricted
List out allList out all
VARIABLEFIXED&
required to run your organizationcosts
Fixed costs are costs that remain the same regardless of changes in activity (e.g. rent & insurance)
Variable costs are costs that vary in direct proportion to changes in activity (e.g. direct materials & labor)
The breakdown of costs into & variable components will help with
DONOR&SOURCES
Restricted donations can only be used for the purpose
research for leukemia)
Unrestricted donations have
than to support yourorganization
that should be tracked
K E Y M E T R I C S 11thinkleanwith e•boost
Key Metrics
LIST THEactivities
SUCCESS
The key numbers that tell youhow your organization is doing
in order to measure
PROBLEM SOLUTION UNIQUE VALUE PROPOSITION KEY ADVANTAGES CUSTOMER SEGMENTSPROBLEM
KEY METRICSCHANNELS
COST STRUCTURE REVENUE STREAMS
Lean Canvas Business Model was adapted from http://leancanvas.com and Running Lean by Ash Maurya
The ÒLean CanvasÓ visualization of business models was adapted from The Business Model Canvas and is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported Licensethink leanwith e•boost
• Post Traumatic Stress Disorder (PTSD) & other Traumatic Brain Injuries(TBI) prevent injured veterans from working
• No place to call home
• No real support system
• Provide support network to encourage wounded soldiers to achieve their goals
• Provide adequate living space
• Offer ample housing and support time for proper recovery
• # of veterans that graduate the program
• > 85% of donations go to program funding
• > 35% Increase in donorship per year
As the ONLY organization that is centralized in helping veterans with PTSD or TBI, we provide homes for those who protect ours.
Users: • Medically discharged soldiers with PTSD and/or TBI- 18-26 years old
Donors: • Compelled individuals
• Corporate Sponsors
• Grants & other federal funding
Free:• Public Relations• Word of mouth• E-mail MarketingPaid:• Fund-raising events• Website
Fixed:• Veteran Housing Rent/Year ~ $35,000• Insurance/Year ~ $3,500• Salary ~ $0
Variable:• Utilities, Food, Support services
• Personal Donations ~ $10,000• Corporate Donations ~ $24,000• Fund-raisers ~ $6,000
• Federal funding ~ To be determined
• Powerful spokesperson
• Educated, professional and well-networked team
HOMES FOR SOLDIERSLean Canvas Business Model
PROBLEM SOLUTION UNIQUE VALUE PROPOSITION KEY ADVANTAGES CUSTOMER SEGMENTSPROBLEM
KEY METRICS CHANNELS
COST STRUCTURE DONATIONS/FUNDS
Lean Canvas Business Model was adapted from http://leancanvas.com and Running Lean by Ash Maurya
The ÒLean CanvasÓ visualization of business models was adapted from The Business Model Canvas and is licensed uner the Creative Commons Attribution-Share Alike 3.0 Unported Licensethink leanwith e•boost
(List the top difficulties that
your organization faces)
(List what the possible solutions could be to your problems)
(List the activities that should be tracked in order to measure success)
(A short, clear and compelling message that states why your organiza-tion is different and worth donating too)
(List the types of people
that you would like to reach
with your efforts. Note the
differences between a
customer and a user, and
brainstorm who would be
your early adopters)
(List the free and paid
channels you can use to
reach your customer)
(List out all your fixed and variables costs to run your organization) (List the current streams of funds or donations used to maintain your organization)
(List the key advantagesyour organization possesses that cannot be easily copied by a competitor)
(ENTER YOUR ORGANIZATION)Lean Canvas Business Model
A P P E N D I X : INTRODUCTION 14
APPENDIX:INTRODUCTION
The Lean Canvas Business Model was built on the system described in the book,
“Running Lean”, by Ash Maurya. The lean canvas helps you maintain
focus while strategically creating a sustainable business model. The follow-
ing Appendix, breaks down each section of the LCBM to provide in-depth
analysis and guidance as you look to build your organization’s very own lean
canvas. After you are done, you will be able to spend more time building your
business, rather than planning your business.
The following lists the order that we recommend you take when you
com
1. Customer Segment & Problems
2. Unique Value Proposition
3. Solution
4. Key Advantages
5. Channels
6. Cost Structure & Revenue
7. Key Metrics
LEAN CANVAS BUSINESS MODELPROBLEM SOLUTION UNIQUE VALUE PROPOSITION KEY ADVANTAGES CUSTOMER SEGMENTSPROBLEM
KEY METRICS CHANNELS
COST STRUCTURE DONATIONS/FUNDS
1 123 45
66
7
A P P E N D I X : INTRODUCTION 15
APPENDIX:INTRODUCTION
Keep in mind, that the power of a Lean Canvas Business Model is the fact
that it can be quickly updated
have to be per fect. Also, every organization is unique so it ’s okay if your
Home for Soldiers, that looks to provide homes
Disorder (PTSD) and other traumatic brain injuries ( TBI) .
BELOW IS AN OUTLINE FOR SKETCHING A LEAN CANVAS:
1. Sketch a canvas in one sitting: unlike a business plan, which can take
months to write, your lean canvas can be sketched quite quickly.
2. I t ’s okay to leave sections blank: instead of debating the “right” answer,
leave it blank and come back to it later. Your canvas is meant to evolve
over time.
3. Think in the present: business plans try too hard to predict the future.
Instead, write your canvas with a “getting things done now” attitude.
A P P E N D I X : C U S T O M E R S E G M E N T S 16
APPENDIX:CUSTOMERSEGMENTS
In the Customer Segments section of the LCBM, l ist both your
organization’s “users” and “donors” . We use these terms broadly, but the
main takeaway here is to be sure to distinguish between those you are
helping (users) and those you are targeting for funding (donors).
Users: • - Typically 18-26 years old
Donors:• Corporate sponsors• Compelled Individuals• Grants & other federal funding
CASE STUDY: CUSTOMER SEGMENTS
A P P E N D I X : P R O B L E M 17
APPENDIX:PROBLEMS
In the Pro blems section of the LCBM, your organization needs to visualize
the issues that you look to solve on behalf of your customer segment ’s
needs and wants.
List the Top 3 Problems : for each donor/user segment you are working
with, describe the top 1-3 problems that need to be solved.
Customer Segment: Medically discharged soliders with PTSD or TBI
Problem 1: PTSD and TBI prevent them from workingProblem 2: No place to call home Problem 3: No real support system
CASE STUDY: PROBLEMS
A P P E N D I X : U N I Q U E VA L U E P R O P O S I T I O N 18
APPENDIX:UNIQUEVALUEPROPOSITION
The Unique Value Proposition of the LCBM is one of the most
important sections in the canvas and also one of the most
di�cult to perfect.
The UVP is hard to perfect because you have to distill the essence
of your organization in a few words -- delivering the what, who &
why in a concise message. In addition, your UVP needs to be
di�erent and that di�erence needs to matter.
The good news is your UVP doesn’t have to be perfected right
away. Write from your heart and what �rst comes to mind. Be
sure to highlight the bene�ts your participants will derive after
getting involved with your organization.
CASE STUDY: UNIQUE VALUE PROPOSITION
“ Unique Value Proposition: A single, clearcompelling message that states why you aredifferent and worth buying ”
– Steve Blank, The Four Steps to the Epiphany
As the ONLY organization that is centralized in helping veterans with PTSD or TBI, we provide homes for those who protect ours.
A P P E N D I X : S O L U T I O N S 19
APPENDIX:SOLUTIONS
Under the Solutions section of the LCBM, list the ways in which
your organization will solve the problems that you listed for
each of your user/donor segments.
Write down the “possible” solutions that you believe will solve
these problems, even if you do not currently
possess the resources or capabilities to accomplish them.
Visualizing your solutions will make it easier for you to see the
direction your organization needs to go and have a better
understanding of how you will be helping your user/donor
segments.
• Provide support network to encourage veterans to achieve their goals• Provide adequate living space• Offer ample housing and support time for proper recovery
CASE STUDY: SOLUTIONS
A P P E N D I X : K E Y A D VA N TA G E S 20
APPENDIX:KEY ADVANTAGES
may initially keep this box blank, but it ’s purpose is to have
you really think about how you can make your organization
“ A real unfair advantage is something that cannotbe easily copied or bought. “
– Jason Cohen, A Smart Bear
CASE STUDY: KEY ADVANTAGES• Powerful spokesperon• Educated, professional and well-networked team
A P P E N D I X : C H A N N E L S 21
APPENDIX:CHANNELS
A Channel is the path your organization takes to reach your
user/donor segments. We �nd it bene�cial for organizations to
di�erentiate between “free” and “paid” channels that they are
currently using or planning to use. Note that unlike a paid
channel, which is used up after you pay for it, free channels keep
working for you over time.
Free: • Public relations• Word of mouth• Blog• E-mail marketing
CASE STUDY: CHANNELSPaid:• Fund-raising events• Website
A P P E N D I X : C O S T S T R U C T U R E 22
APPENDIX:COST STRUCTURE
In the Cost Structure section of the LCBM you will break down
Fixed costs are the costs that are not dependent on the level of
services or goods produced by the business.
Examples: salaries, rent, and insurance.
Variable costs are expenses that vary in direct proportion to
changes in your organization’s activity.
Examples: costs of goods sold, utilities, and travel expenses.
Try to be as accurate and detailed as possible; however,
CASE STUDY: COST STRUCTUREFixed:• Veteran Housing Rent/Year ~ $35,000• Insurance/Year ~ $3,500• Salary ~ $0
Variable:• Utilities, Food, Support services
A P P E N D I X : R E V E N U E 23
APPENDIX:REVENUE
While non-pro�ts serve the greater good and are not for-pro�t,
it is still important to create and maintain a sustainable
business model.
Under the Revenue Streams section of the LCBM, list your
organization’s main streams of funding and donor sources. It
is important to quantify and document the actual amounts
your organization are currently receiving and/or planning to
receive in the near future.
Be sure to note whether or not any of your organization’s
current funding are open for use or restricted to speci�ed
purposes.
• Personal Donations ~ $10,000• Corporate Donations ~ $24,000• Fund-raisers ~ $6,000
• Federal funding ~ To be determined
CASE STUDY: REVENUE
A P P E N D I X : K E Y M E T R I C S 24
APPENDIX:KEY METRICS
In the Key Metrics section of the LCBM, list the activities that
should be tracked in order to measure your organization’s suc-
cess. Documenting these key activities will drive usage in your
organization. For instance, tracking the number of veterans
that will drive usage for “Homes for Soliders”.
“ Find the key number that tells you how yourbusiness is doing in real time, before you getthe [analysis report]. “
– Norm Brodsky & Bo Burlingham, The Knack
CASE STUDY: KEY METRICS
• # of veterans that graduate the program
• > 85% of donations go to program funding
• > 35% increase in donorship per year
STAY CONNECTED
A P P E N D I X : C O N C L U S I O N 25
APPENDIX:CONCLUSION
Model! Now whenever there are changes made within your
organization, you will be able to quickly update and revise
your LCBM in a matter of minutes. The LCBM is a powerful tool
proper strategic planning.
Since this guide is a work in progress, we would love to hear from
you on any recommendations or suggestions regarding its value
and/or how you can see it changing.
Please contact us via email at: [email protected]
@eBoostInterns
facebook.com/eboostinterns
eboostinterns.wordpress.com
youtube.com/eboostconsulting
Lean Canvas Business Model was adapted from http://leancanvas.com and Running Lean by Ash Maurya
The ÒLean CanvasÓ visualization of business models was adapted from The Business Model Canvas and is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License
HASHTAG:#leancanvas #eboostinterns
think leanwith e•boost
7125 El Cajon Blvd. #5, San Diego, CA 92115 | T: 619.618.2545 | E: [email protected] | W: eboostconsulting.com