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Movement Model Canvas Version 01 with Explanations

Movement Model Canvas Version 01 with Explanations

The explanations are taken from the Business Model Canvas downloded from http://www.businessmodelgeneration.com. For version 01 of the MMC we will use these explanations unchanged and use that experience to suggest changes for version 02.

Key Partners (KP)

Who are our Key Partners?

Who are our key suppliers?

Which Key Resources are we acquiring from partners?

Which Key Activities do partners perform?


  • Optimization and economy
  • Reduction of risk and uncertainty
  • Acquisition of particular resources and activities
Key Activities (KA)

What Key Activities do our Value Propositions require?

Our Distribution Channels?

Customer Relationships?

Revenue streams?


  • Production
  • Problem Solving
  • Platform/Network
Value Propositions (VP)

What value do we deliver to the customer?

Which one of our customer’s 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?


  • Newness
  • Performance
  • Customization
  • “Getting the Job Done”
  • Design
  • Brand/Status
  • Price
  • Cost Reduction
  • Risk Reduction
  • Accessibility
  • Convenience/Usability
Customer Relationships (CR)

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?


  • Personal assistance
  • Dedicated Personal Assistance
  • Self-Service
  • Automated Services
  • Communities
  • Co-creation
Customer Segments (CS)

For whom are we creating value?

Who are our most important customers?

  • Mass Market
  • Niche Market
  • Segmented
  • Diversified
  • Multi-sided Platform
Key Resources (KR)

What Key Resources do our Value Propositions require?

Our Distribution Channels?

Customer Relationships?

Revenue Streams?


  • Physical
  • Intellectual (brand patents, copyrights, data)
  • Human
  • Financial
Channels (CH)

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?


  1. Awareness

    How do we raise awareness about our company’s products and services?

  2. Evaluation

    How do we help customers evaluate our organization’s Value Proposition?

  3. Purchase

    How do we allow customers to purchase specific products and services?

  4. Delivery

    How do we deliver a Value Proposition to customers?

  5. After sales

    How do we provide post-purchase customer support?

Cost Structure (C$)

What are the most important costs inherent in our business model?

Which Key Resources are most expensive?

Which Key Activities are most expensive?


Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing)

Value Driven (focused on value creation, premium value proposition)


  • Fixed Costs (salaries, rents, utilities)
  • Variable costs
  • Economies of scale
  • Economies of scope
Revenue Streams (R$)

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?


  • Asset sale
  • Usage fee
  • Subscription Fees
  • Lending/Renting/Leasing
  • Licensing
  • Brokerage fees
  • Advertising


  • List Price
  • Product feature dependent
  • Customer segment dependent
  • Volume dependent


  • Negotiation( bargaining)
  • Yield Management
  • Real-time-Market

The model structure is based on those developed by Alexander Osterwalder & Yves Pigneur, described in their book Business Model Generation. The canvas is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.