UniTO/anno2/Sem2/Economia/istituzioni/canvas.md

# Canvas model

BlueCanary: a startup that detects and prevents data breaches.

## Building blocks

### 1. Customer segments

An organization serves one or several customer segments. CS are different groups of people
or organizations an enterprise aims to reach and serve.

Grouping customers by:

- common needs
- common behaviors
- attributes (various)

#### BlueCanary customer segments

Business and enterprises with many layers of authentication and hierarchil or scattered user management.

One segment:
- Businesses and enterprises willing to pay subscription fees yearly

```
Types of segments:
------------------
Niche market
Segmented since different payment options

Customer segments:
------------------
Privacy oriented, paying users
Privacy oriented, freemium users
```

### 2. Value Propositions

An organization seeks to solve customer problems and satisfy customer needs with value propositions. Value propositions are an -*aggregation of benefits** offered by the business to the customers. 

-Cost of the product < Customer net price < customer perceived value.*

### BlueCanary Value propositions

```
Element descripition:
---------------------
Customization
Getting the job done
Price
Risk reduction
Accessibility

Value propositions
------------------
Paying user:
- BlueCanary's managed accounts that can be created using web API
- 10 Slack accounts
- 150 accounts from common email providers
- mail redirect
- Irc support
- Mail support
- Phone support
```

### 3. Channels

Value propositions are delivered to customers trough channels of -*communication, distribution and sales**.

#### BlueCanary Channels

```
Channels:
---------
Online:
- Awareness: free advertisement through blogging / posting on forums, online communities, social networks.
- Partnership with haveibeenpwned.com
- Communication: Support forum, chatting / micro-blogging platforms (IRC, twitter)

Offline: none
```

### 4. Customer relationships

Customer relationships are established and mantained with each customer segment.

```
Paying users:
- Automated and assisted account creation
- Self-service account renewal and payment procedure
- Irc channels, e-mail contacts for dedicated personal assistance
- Social network and online communities for information broadcast to all users.

```
### 5. Revenue Streams

Revenue streams result from value propositions succesfully offered to customers.

#### BlueCanary revenue streams

```
Subscription fees: of paying users, fixed per month. List price fixed, customers can get a discount for long-time subscription.
Possibility of automated online payments: Paypla, etsy, Monero, etc
```

### 6. Key resources

Assets required to offer and deliver the previously described building blocks.

#### BlueCanary Key resources

```
Physical:
- Server (hosting) provider with flexible configuration of network bandwidth.
- Large scraping facility by in-house machines.
- Data Backup facility for hosted and in-house data (especially paying customers' data).

Human:
- Sysadmin(s) with experience in BlueCanary server management
- In-house lawyer for public relationships
- Support technicians with night-hours disponibility.
- social/community manager for social network communication.
```

### 7. Key activities

Activities required to offer and deliver the previously described building blocks. Connected to -*key resources**.

#### BlueCanary key activities

```
BlueCanary account management:
- Dark Web monitoring
- Private forum monitoring
- Irc channel monitoring
- Pastebin monitoring
- Auction monitoring
- Cross account usage monitoring
- Account breach monitoring

Customer Support:
- social/community manager for broadcast of important information
- Alert in case of breach

Policy:
- Analysis of current regulations regarding external accounts collection, privacy-oriented services by one or more lawyers.
```

### 8. Key partnerships

Activities can be outsourced and resources can be acquired outside the enterprise.

#### BlueCanary key partners

```
Technical:
- Cloud / hosting provider for cheap server deployment and data backup.

Policy:
- Possible partnership: lawyers' firm for analysis of regulations
- Partnership with security research labs
- Partnership with haveibeenpwned.com
```

### 9. Cost structure

Busisness model elements result in a cost structure. The two possible classes of cost structures are -*cost-driven** and **value-driven**.

#### BlueCanary cost structure

```
Businesses and Enterprises: value-driven cost structure
- Cost of deployment and server mantainance is low but increases with the number of servers needed.
- Cost of support is fixed, based on the number of people employed (ideally 5-10).
- Backup management is one-time deployment and low cost, 1 sysadmin employed.
```