Gene Lu's Portfolio

Business Model Canvas

Last week, we had a thesis workshop led by Manuel Toscano of the Helsinki Group in Jennifer Bove’s Thesis Development class. We covered the business canvas model, which according to Wikipedia, “allows us to develop and sketch out new or existing business models.” In addition to the 10-minute collaboration with fellow classmates during the workshop, I took some extra time to further develop the canvas and here’s what I came up with.

My business model canvas

My business model canvas

After diving deeper into the business model canvas, there were some interesting points that popped up.

Customer Segments
Originally, I wanted to address one particular group, the commuters. After speaking with my classmates during our collaboration session, I realized that the act of commuting didn’t pertain to everyone (‘commuting’ had a home-to-work and vice versa connotation to it). As a result, I expanded the audience by adding 2 more groups, 1) non-commuters and 2) supporters. From the commuters/non-commuters (which I’ll be calling “travelers” from now on), a group labeled “people that are aware of what it means to be physically healthy” was formed.

So why did I do that?

A few weeks ago, during our Rumble workshop with the team from Fjord, there was talk about behavior change, which was the transition from a state of awareness (passive) to a state of literacy (active). This resonated with my survey results because a majority of the surveyees were aware of what it meant to be physically healthy, which is why decided to be more specific with the travelers group.

The supporters group was added because a support structure plays an important part in motivating and incentivizing people in accomplishing goals. The following diagrams, pulled from a Frog Design presentation, best visualizes the role that supporters play in the feedback loop of behavior change.

Support and its role in behavior change [Frog Design]

Key Activities
What key activities do our distribution channels require?
In the business canvas, a connection can be made between public transportation, specifically Metrocards, and the data transparency of the money saved. For example, if we are able to inform travelers carrying monthly Metrocards the number of times they’ve used their cards, we can perhaps encourage further subway usage if travelers are not getting their money’s worth for the monthly pass.

Some of you might be wondering why subways would be a focus in this thesis. According to the Active Design Guidelines, “Recent research has demonstrated a link between access to public transportation and physical activity, since transit use typically involves walking to a bus or subway stop.” (ADG, 28).

To Be Continued
I’ll be doing further analysis on the business model canvas throughout the week, answering the questions for each section in search of further insight for ideas to prototype with along with improvements to the not-so-old business models that wellness services have come to familiarize themselves with.

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  • 08 Nov 2010

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