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F. Firouzi et al.
Key
Partners
Key
Activities
Value
Propositions
Customer
Segments
Key
Resources
Revenue Streams
Cost Structure
Customer
Relationships
Channels
Fig. 1.10 Osterwalder Business Model Canvas
Customer
Jobs
Pains
Gains
Gain
Creators
Pain
Relievers
Products
&
Services
Customer Profile
Value Proposition
Fig. 1.11 Value Proposition Canvas
3. Key Resources: What key resources (e.g., physical resources, intellectual
resources, human resources, financial resources) do our value propositions,
distribution channels, customer relationships, and revenue streams require [32]?
4. Key Propositions: What value do we deliver to our customers? What bundles
of products/services do we offer? Which problems of the customer are solved
by our products/services? To find the key proposition, one can use the Value
Proposition Canvas [32]. As shown in Fig. 1.11, the Value Proposition Canvas
consists of two building blocks to be able to model and visualize the relationship
between product/service and customer/market [32]:
• Customer Profile: This shows the task/job a customer needs to get done,
potential pains that the customer might face during and after the job, and
benefits that a customer expects from the product/service.