Business model canvas Example case study

Idea: A renren app that facilities event meeting in China collegesUser size: 20 million college students in China

Serviceable Addressable Market: US$ 100 millionCustomer Interviewed: 154

Online Surveyed: 48

Yiye JinEE MS (candidate)UI & UX design

Yinan NaCS MS (candidate)Client-side development

Anthony ChowMS&E MS (candidate)Marketing & Analysis

Junhao JiangEE MS (candidate)

System Architecture

Lu LiMS&E MS (candidate)

Server-side development

Canvas #1: A renren app that facilities event meeting in China’ collegesTest: Event Goer and Host Value PropositionTest: Sponsors Value PropositionKey Activities: Product Development, Marketing, Risk MitigationTest: Increase value for Event Goers

Pivot Canvas #2: A website that facilitates events organization in ChinaTest: Event Host Value Proposition

Pivot Canvas #3: A renren app that ranks and reviews all aspects of China college campus life

Test: User Value Proposition

Event Host Event Goer

Name: An Qi Huang• Junior at Wuhan University, major in

Economics• Loves music and psychology• Student leader of Yoga Club• Organizes weekly yoga sessions• Wants to attract many event attendants

Name: Yu Zhou Wang• Junior at Shanghai Jiaotong University,

majoring in EE• Interested in a variety of sports, street

dancing, music and comics• Actively finds events on renren.com, BBS

and through word of mouth

5% commission

$100 per year

$200 initial user acquisition/school

China’s Market

Users: 1. Events goers2. Events Hosts

Customers:1. Local small

businesses2. Events Hosts

1. Bid ranking for events2. Sponsor recommendation3. Subscription for local businesses

1. Renren.com2. Campus Map

providers3. Companies with

established network with student body

4. Local “Groupon” companies

1. App design and development2. Server/Web Hosting3. Marketing

1. Promotion2. App Development3. Marketing4. Early adopter

acquisition

1. Student bodies connection

2. User base in renren3. Sponsor base in

“Groupon” companies

Events Hosts: Cost reduction, increased reach, sponsor matching

Events Goers: Event info aggregation, Social influence

Local Businesses: Exposure to students through web advertisement, Attendants analysis

Events Hosts: post-event feedback and social connection

Event sponsors: Post-event feedback

Distribution + user acquisition: Renren.com

Sponsor acquisition: Local “Groupon” companies

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Test: Value Proposition for Event goers/hosts

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Test: Value Proposition for local businesses

China’s Market



mediumbusinesses

2. Events Hosts








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Key Activities

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2. Events Hosts








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Aggressive Marketing

China’s Market



medium businesses

2. Events Hosts






5. Overseas colleges



acquisition5. Building overseas

Chinese networking



“Groupon” Corps4. Overseas connection


Events Goers: Event info aggregation, Social influence, overseas exposure, inter-college, celebrity events

Local Businesses: Exposure to students by web advertisement, Attendants analysis





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Test: Increase value proposition for event goers

China’s Market



medium businesses

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Chinese networking











China’s Market

Users:Individual event hosts

Customer:F&B/Retail/Entertainment Shops

Major SNS:1. Renren.com2. Weibo3. QQgroups4. Fetion SMS

Users:1. Automated Service

Restaurants/Retail Shops:1. Automated Service

Targeted Advertisements:Monthly subscription packages for advertisement on our site.

1. App design and development2. Server/Web Hosting3. Marketing cost


1. Customer Development

2. Product Development

3. Marketing

Event Hosts:1. Improve scheduling2. Time reduction3. Multi-platform

broadcast4. Recommendations

for event related resources

F&B/Retail/Entertainment Shops:1. Targeted

advertisement to events that will happen

1. Developer2. Large user base

on all major SNS

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Test: Value Proposition for Event Hosts

Freshmen:Uncertain about new environment, want to know more about courses to take and which professors are good

Sophomore:Care more about campus events and social life

Junior:Worry about next steps ( jobs, graduate school, going abroad) and means to get them

Senior:Settled for next steps in life and wants to enjoy the rest of college life (party places, restaurants, and other fun places)

Insight: Students have different focus during different stage of their college life.

Idea: A website that allows college student to benefit from the wisdom of the crowd in making decisions that will impact their lives socially and academically, and make their campus life more colorful.

Product

FoodRetail Shops

CoursesJobs/Internships

CampusEvents

…

China’s Market



medium businesses

2. Events Hosts










Chinese networking











Users :China college students

Customers :Local businesses

Users:1. Make decision based on

wisdom of the crowd2. Student

discounts/offers/deals3. Have fun

Local Businesses: 1. Exposure to students2. Traffic redirect3. Obtain customer

feedbackDistribution/User acquisition channel:1. Renren.com

Sponsored Search:Local business pay for traffic on cost-per-click (CPC) modelAdvertisements:Monthly subscription packages for advertisement on our site. Offers/Deals:Take a percentage cut of offers and deals placed on our site.

Local Businesses:1. Personal service


1. Renren.com2. College administration

1. Customer Development2. Product Development3. Marketing

1. Large college student user base in renren.com

2. Content from college administration

3. Details of local businesses around campus

4. Connections to popular people in colleges

1. App design and development2. Server/Web Hosting3. Marketing cost4. Content acquisition cost

Content channel:1. BBS2. College students3. School Administration4. Business review sites

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Sponsored Search:Local business pay for traffic on cost-per-click (CPC) modelAdvertisements:Monthly subscription packages for advertisement on our site. Offer/Deals:Take a percentage cut of offers and deals placed on our site.











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China’s Market



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Chinese networking











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China’s Market



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on all major SNS


on all major SNS

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Small Business & Entrepreneurship

Business model canvas Example case study