Course

Welcome to the Business Model Consulting course. It is based on the Lean Canvas methodology by Steve Blank and on the Business Model Generation by Alex Osterwalder.

The structure of the course is the same as the one offered for free by Udacity (www.udacity.com). The videos are all available for free on YouTube (follow the link here). I just organized the links and left them available here for educational purposes.

It is a course completely based on videos. This means you don’t have to use any book. It was designed to be practical and on the go. Below you have its 10 lessons. Click on the links in red to open the lesson. Then you click on the video play, and study the screen shots below it.

What we now know
- The history of the corporations
- Startups are not a small version of large companies
- Strategy
- Process
- Waterfall development
- Product development vs customer development
- Why do startups fail?
- Organization
- Entrepreneurship education
- What can happen to a startup?
Business Model Canvas overview
- What is a company
- What is a business model
  - Value proposition
  - Customer segments
  - Channels
  - Customer relationship
  - Revenue streams
  - Key resources
  - Key partnerships
  - Key activities
  - Cost structure
Customer development
- Hypotheses or guesses
- The customer development process
  - Done by the founders
- Testing the hypothesis
- Minimal viable product
- Pivoting
- Customer discovery
- Customer validation
- Market/Opportunity analysis
  - Total available market
  - Served available market
  - Target market
Value proposition
- Relationship between value proposition and customer segments
  - Product market fit
- Value proposition and the minimal viable product
- Customer archetype
- Talk to the customer
- Product or service
- Customer pain killers
- Customer gain creator
- MVP
  - Physical
  - Web/mobile
  - Purpose
  - Art
- Common mistakes
- Technology and market insights
Customer segments
- Product market fit
- Rank and day in the life of a customer
- Customer gains
- Customer pains
- Customer archetype
- Who is the customer
- Signals and experiments
- Sided market
- Multiple customer segments
- Market types
  - Existing
  - Resegmented
  - New
  - Cloned
Channels
- Distribution channels
  - Web distribution
  - Physical distribution
- Complexity
- Product/Channel fit
- Direct channels fit
- Indirect channels economics
- OEM (Original equipment manufacturer)
- Channel profit fit
Customer relationship
- The three components
  - Get
  - Keep
  - Grow
- Customer archetypes
- Demand creation
  - Paid
  - Earned
- Customer acquisition
  - Physical
    - Get
      - The viral loop
      - Alternatives
    - Keep
    - Grow
  - Web/Mobile
    - Get
      - Customer acquisition cost (CAC)
    - Keep
    - Grow
- Lifetime value
Revenue streams
- How do you make money
- Common mistakes
- Revenue streams and price
- Direct and ancillary models
- Pricing tactics
  - Fixed
  - Dynamic
- Market types
  - Pricing
  - Revenues
- Single/Multi-sided markets
- Revenue-First companies
- Market size and share
Partnerships
- Why should you partner?
- Partner definition
- Partner resources
- Alliances
- Joint business development
- Joint partnerships and startups
- Coopetition
- Key suppliers
- Virtual channels
- Managing partner risk
- Investments
Resources, activities and costs
- Four critical resources
  - Financial
  - Human
  - Qualified employees/culture
  - Intellectual property
- Costs
  - Metrics that matter