Page 229 - The Design Thinking Playbook

EXPERT TIP
Entry points in the canvas for digital offers

As described, the classic entry point into the lean canvas in an innovation project is via the problem (or B) via the solution
oftentimes the solution); then the value proposition is inferred via the customers (by means of the customer We look for physical objects that have not yet been digitized and
profile) (version A). create the same customer application digitally instead of with a
With digital business models in particular, the entry can be made via other areas as well: physical object.
Example: iPod/CD -> streaming services or 3D printers for food

Problem Solution Unique Value Proposition Unfair advantage D Customer segments C) via missing existing alternatives
A B A At present, almost everything is being digitized. It is safe to assume
that many things can be digitized. We look for things for which there
is no digital alternative yet.
Example: Fiat money -> cryptocurrencies

Key metrics Channels
D) via the creation of an unfair advantage
Existing An unfair advantage as a protection against one’s own business
E model being copied can also be an entry point, such as by building up
alternatives Short concept Early adopter
an entire business ecosystem.
C Example: WeChat (see Chapter 3.3)

Cost structure Revenue streams
F E) via digital instead of physical channels
Companies such as Amazon continue to expand their channel access
with ever new services. Digital access, directly or through a partner,
can be the entry point.
Example: Amazon services

F) via existing business models
Existing business models that have not yet been implemented in one’s
own environment or language area. Existing solutions are copied and
adapted to the new digital context.
Example: Online retailers for eyeglasses

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