istituzioni
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anno2/Sem2/Economia/istituzioni/Business_Model_Canvas.pdf
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# Canvas model
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BlueCanary: a startup that detects and prevents data breaches.
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## Building blocks
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### 1. Customer segments
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An organization serves one or several customer segments. CS are different groups of people
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or organizations an enterprise aims to reach and serve.
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Grouping customers by:
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- common needs
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- common behaviors
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- attributes (various)
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#### BlueCanary customer segments
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Business and enterprises with many layers of authentication and hierarchil or scattered user management.
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One segment:
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- Businesses and enterprises willing to pay subscription fees yearly
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```
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Types of segments:
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------------------
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Niche market
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Segmented since different payment options
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Customer segments:
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------------------
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Privacy oriented, paying users
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Privacy oriented, freemium users
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```
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### 2. Value Propositions
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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.
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-Cost of the product < Customer net price < customer perceived value.*
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### BlueCanary Value propositions
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```
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Element descripition:
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---------------------
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Customization
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Getting the job done
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Price
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Risk reduction
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Accessibility
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Value propositions
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------------------
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Paying user:
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- BlueCanary's managed accounts that can be created using web API
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- 10 Slack accounts
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- 150 accounts from common email providers
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- mail redirect
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- Irc support
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- Mail support
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- Phone support
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```
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### 3. Channels
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Value propositions are delivered to customers trough channels of -*communication, distribution and sales**.
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#### BlueCanary Channels
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```
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Channels:
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---------
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Online:
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- Awareness: free advertisement through blogging / posting on forums, online communities, social networks.
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- Partnership with haveibeenpwned.com
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- Communication: Support forum, chatting / micro-blogging platforms (IRC, twitter)
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Offline: none
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```
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### 4. Customer relationships
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Customer relationships are established and mantained with each customer segment.
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```
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Paying users:
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- Automated and assisted account creation
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- Self-service account renewal and payment procedure
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- Irc channels, e-mail contacts for dedicated personal assistance
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- Social network and online communities for information broadcast to all users.
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```
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### 5. Revenue Streams
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Revenue streams result from value propositions succesfully offered to customers.
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#### BlueCanary revenue streams
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```
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Subscription fees: of paying users, fixed per month. List price fixed, customers can get a discount for long-time subscription.
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Possibility of automated online payments: Paypla, etsy, Monero, etc
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```
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### 6. Key resources
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Assets required to offer and deliver the previously described building blocks.
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#### BlueCanary Key resources
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```
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Physical:
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- Server (hosting) provider with flexible configuration of network bandwidth.
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- Large scraping facility by in-house machines.
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- Data Backup facility for hosted and in-house data (especially paying customers' data).
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Human:
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- Sysadmin(s) with experience in BlueCanary server management
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- In-house lawyer for public relationships
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- Support technicians with night-hours disponibility.
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- social/community manager for social network communication.
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```
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### 7. Key activities
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Activities required to offer and deliver the previously described building blocks. Connected to -*key resources**.
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#### BlueCanary key activities
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```
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BlueCanary account management:
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- Dark Web monitoring
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- Private forum monitoring
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- Irc channel monitoring
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- Pastebin monitoring
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- Auction monitoring
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- Cross account usage monitoring
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- Account breach monitoring
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Customer Support:
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- social/community manager for broadcast of important information
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- Alert in case of breach
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Policy:
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- Analysis of current regulations regarding external accounts collection, privacy-oriented services by one or more lawyers.
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```
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### 8. Key partnerships
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Activities can be outsourced and resources can be acquired outside the enterprise.
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#### BlueCanary key partners
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```
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Technical:
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- Cloud / hosting provider for cheap server deployment and data backup.
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Policy:
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- Possible partnership: lawyers' firm for analysis of regulations
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- Partnership with security research labs
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- Partnership with haveibeenpwned.com
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```
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### 9. Cost structure
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Busisness model elements result in a cost structure. The two possible classes of cost structures are -*cost-driven** and **value-driven**.
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#### BlueCanary cost structure
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```
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Businesses and Enterprises: value-driven cost structure
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- Cost of deployment and server mantainance is low but increases with the number of servers needed.
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- Cost of support is fixed, based on the number of people employed (ideally 5-10).
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- Backup management is one-time deployment and low cost, 1 sysadmin employed.
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```
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