Business models – Value Proposition Canvas VPC & Business Model Canvas BMC

Specialization
Instructor Andrea Bolner
Modality In presence
Duration 12 hours
ECTS 2
Period First semester
Dates 19/10/2022 at 17:00-19:00
24/10/2022 at 19:00-21:00
07/11/2022 at 19:00-21:00
14/11/2022 at 19:00-21:00
22/11/2022 at 19:00-21:00
25/11/2022 at 17:00-19:00

Course objectives

The didactic module deals with the topic of business models. The business model describes in particular the logic according to which an organization creates, distributes and collects value. It is often asked how startups can become dangerous for large multinational companies, how they manage to attack markets that until a decade ago seemed untouchable. It is not because of better products, or at least not only because of this: today those who succeed in winning the market are those who have been able to rethink and innovate the logic with which they create and offer value to their customers. In a nutshell, whoever managed to innovate his company’s Business Model wins on the market.

Innovating your business model means understanding and rethinking the company at the highest level, observing all the company processes as a whole and in their synergies. A structural vision, which opens the eyes on bottlenecks, on unexploited opportunities and on dead branches to be cut.

In this module we will address:

  • The value proposition is what makes your company meet with the right customer segments. The Value Proposition Canvas – VPC is the tool that helps you to focus on your value proposition in relation to your clients, in order to correctly identify their real needs and to relate them to the value that your company can offer them.
  • The Business Model Canvas – BMC permit to understand how we can represent the company, its business, its organization through a dynamic and flexible model useful to elaborate strategies and validate projects.

The modules aim to explain through the analysis of business cases, group work, the business strategy tools, the correct methodologies that must be followed to embark on a business idea and to optimize the company organization.

Content summary

  • Market analysis
  • The target customer
  • Business models
  • Value Proposition Canvas
  • Business Model Canvas
  • SWOT analysis
  • Continuous improvement

Teaching methods

  • Lectures
  • Practical exercises
  • Teamwork

Texts

  • Alexander Osterwalder, Business Model Generation, 2010, John Wiley & Sons
  • Alexander Osterwalder, Value Proposition Canvas, 2014, John Wiley & Sons
  • Alexander Osterwalder, Business Model Generation, 2010, John Wiley & Sons
  • Eric Ries, The Lean startup, 2011, Crown Publishing Group