Case 6: BMC model

The case for this week was to create a BMC (Business Model Canvas) for our company and brainstorm on a set of experiments based on this. The BMC shown below consists of different segments such as Customer Segment, Value Propositions and etc. which all are answered or filled out with hypotheses relevant to the segment they are written under.

In the bullets below we provide,  to some of the hypotheses, evidence from a survey we conducted in last weeks case that proves or suggests that the hypotheses are correct.

1 – Customer segments:

1. The younger generation (15-30 years) because of money saved
2. The middle-age generation (30-60 years) because of time saved
3. The elderly generation (60++ years) because of quality

2 – Channels

1. The younger generation would be more willing to use an internet service

2. The middle-age generation would be more willing to use a subscription- based service

3. The elder generation would be more willing to buy dough in a physical store

3 – Customer Relationships

1. People want guidance on how to make bakery-quality bread
2. People want to customize their own bread, to make it feel like their own
3. A subscription-based service is prefered

4 – Value Propositions

1. People wants to buy dough because of better quality
2. People wants to buy pre-made dough to save time
3. People makes their own dough to save money
4. People wants to reduce their food-waste
5. People wants freshly baked bread throughout the week
6. People care about nutritional value in their bread

5 – Key Activities 

1. We need to create a web-page
2. We need to create a sufficient amount of different types of dough
3. We need to try out different types of dough, figuring out the most “popular” type of dough

6 – Key Resources

1. We need a lot of commodities to produce the dough
2. We need a physical store, for either selling or a place to create the dough
3. We need a home-page for ordering/”creating” the dough online
4. Packaging solutions with service tips n’ tricks

7 – Key Partners

1. A key partner could be Just-Eat or Wolt for delivering
2. Partner of with supplier factories for cheaper purchase of commodities 
3. Perhaps partner up with “brand” chefs/bakers, trying out the product
4. Partnering with stores to get them to sell our dough in their stores

8 – Cost Structure

1. A percentage for key partners such as; COOP, Just-Eat, Wolt etc
2. The purchasing of commodities 
3. Maintenance of homepage
4. Salary for bakers

9 – Revenue Streams

1. Are people willing to pay for pre-made dough?
2. Could a subscription type of payment be viable?
3. Would people be willing to pay more for premade dough, than what their own made dough would cost?
4. Would people buy baking equipment as a part of the service?

The experiments that we could conduct based on this BMC would be: 1. Reaching out to COOP to see whether they would be interested in adding our product to their existing lineup in one or more of their stores. 2. Contacting delivery companies such as WOLT, Just-Eat or shipping companies to see if they would deliver our product to customers and how many percentages of the profit they want to do so. 3. Finding different suppliers of the commodities needed to create the dough and asking for how much they can supply and to what price. 4. Doing a survey or interview to see whether customers would be more interested in a subscription-based service. 5. Doing estimates of prices based on other experiments to see whether a subscription based service would be viable/profitable. 6. Doing interviews or surveys about people’s willingness to buy baking equipment from our store to improve their bread making. 7. Asking customers with through an interview or survey to see whether they want guidance to get the best out of the dough they have bought or not.