THE CUSTOMER SEGMENT CANVAS

To analyse any business, in addition to the Use-Case Canvas, it is important to analyse the various customer segments targeted by the business. To do so, we can use a 'Customer Segment Canvas' which helps in identifying the various customer segments targeted by the business with details about the segment itself and the main value drivers for the particular segment.

Note: Every customer segment should be analysed using a separate canvas.

The Use-Case Canvas for Bloomon

Bloomon is an Amsterdam based flower delivery services startup. It sources flowers directly from the growers and offers subscription services to customers.

The Use-Case Canvas for 1 use-case of the company is shown below. The use-case in focus is where the company offers flower delivery services for occasions like birthdays, anniversaries etc.

Infographic on Blockchain Applications

The Use-Case Canvas for Bux

Bux is an Amsterdam based stock trading app. It offers quality content, a practice account for first timers and a platform with sophisticated tools for stock traders.

The Use-Case Canvas for 1 use-case of the company is shown below. The use-case in focus is where the company offers stock trading services to first timers.

The Use-Case Canvas for WhyDonate

WhyDonate is an Amsterdam based crowdfunding platform for social projects. It caters to non-profit organizations, fundraisers and social projects.

The Use-Case Canvas for 1 use-case of the company is shown below. The use-case in focus is where the company offers crowdfunding services to social projects.

The Use-Case Canvas for Symbid

Symbid is an Amsterdam based equity crowdfunding platform for companies.

The Use-Case Canvas for 1 use-case of the company is shown below. The use-case in focus is where the company offers equity crowdfunding services to startups.

The Use-Case Canvas for AdviceRobo

AdviceRobo is an Amsterdam based alternate credit scoring company offering credit scoring & lending portfolio risk management services for Banks & FIs. Credit scores are generated through identity check and psychometric tests.

The Use-Case Canvas for 1 use-case of the company is shown below. The use-case in focus is where the company offers credit scoring services for thin files to Banks & FIs.

The Use-Case Canvas for PaymentGenes

PaymentGenes is a Amsterdam based company offering consulting and recruitment services to Payment & Fintech companies.

The Use-Case Canvas for 1 use-case of the company is shown below. The use-case in focus is where the company offers consulting services to payment startups.

The 2 Types of Business Ideas

From the customer’s perspective, broadly all business ideas can be divided into 2 categories – the “Help Me” ideas and the “Show Me” ideas.

Help Me Ideas: These are business ideas which aim to solve a current pain-point of the customer. The customer is feeling a pain and the idea’s goal is to solve the same. For example, TripAdvisor was a business idea which aimed to solve the customer pain of not having enough and trusted information to make decisions about travel.

Show Me Ideas: These ideas, on the other hand, have a goal to enlighten customers about how things can also be done. The customer may be reasonably happy with the solution which is already available in the market. The Show Me Idea will show the customer a better way to do the same thing. For example, Uber would be a classical example which was able to provide a better customer experience using technology.

Having said the above, all ideas of a particular category also have certain elements of the other category. A Help Me Idea will also partly play the role of a Show Me Idea and vice versa.

THE USE-CASE CANVAS

Building a product which customers may want is the key to good business idea. Hence working out Use Cases for your product is very essential. Once, you figure out the Use-Cases, analyzing them is also a must.

The Use-Case Canvas enables you to do that. It clearly defines the use-case, the market targeted, all external stakeholders and all other details which can help assess whether the use-case is strategically valuable and sustainable.

Note: The Canvas should be used for 1 use-case. Multiple use-cases should be analysed with multiple canvases.