Canvas Marketing is a tool that allows you to define a
strategic plan in a structured way with all the ingredients that make it up.
Applying the method that many call Business Model Canvas to your business
strategy has the purpose of creating a new project profitably and successfully
adding value to the client.
If you want to reinvent your marketing agency, this article
will help you define your business idea. We explain how to create the Canvas
model so that you can develop and apply it in your digital marketing project .
What is Canvas Marketing and why use it in your business
To explain what Canvas Marketing is and why you should use
it when starting to create your marketing agency, reorient your business model
or to propose a new digital project, you must know what is meant by the
so-called Canvas Model.
Model Canvas is also called "canvas business model"
or, in English, " Business Model Canvas" (BMC) . It is a strategic
management tool designed to guide you in the creation and analysis of a
business model with an innovative approach. This model is based on the use of a
template that consists of a scheme of 9 boxes that are related to each other
and form the ecosystem of your business.
With the Canvas model we can see in a simplified way what
the business infrastructure is like, which customers we are targeting, through
which channels, what is our point of value, what is the viability of the
project, etc.
Specifically, the digital marketing canvas (CMD) will help
you define your digital strategy .
Origin
You should know that the Business Model Canvas is not
something that has been created now, but it began to become popular in 2011,
when Alexander Osterwalder and Yves
Pigneur published the book Generating Business Models . In it, the authors
analyzed the different types of business models and established the 9 categories
by which the main components of a company must be represented.
What is the business model canvas for?
Why use the Canvas Model?
• To
establish a starting point. With the Canvas Model you will have the skeleton of
your business, the basic and essential. This will help you define your business
or brainstorm and develop a new strategy.
• Define
the strategic structure of the business model thanks to its 9 quadrants, as we
will see later.
• It will
help you to have the entire company aligned , since in the template you will be
able to visualize all the parties involved in the performance of the business
activity.
• To
visualize and understand your activity and value proposition , as well as the
way it is executed. A basic point when it comes to designing effective and
customer-focused strategies.
• Have a
clear and structured vision of the business : in this way, it will be much
easier for you to explain the main lines of action and their benefits when
dealing with partners, developing sales pitches or, for example, seeking
financing.
• It will
help you optimize resources , know your costs and focus on the objective of
your value proposition.
• It will
not only help you to know your business better, but also to understand the
business model of your competitors .
Thus, once you have developed it, you will be able to
implement new projects, create ideas, innovate and shape your strategies in the
way you consider appropriate, orienting yourself in this model.
Main benefits of the Canvas Model
From the previous section we can deduce the following
benefits:
• Greater
understanding. It is a very visual tool, which gives greater creativity.
• Different
points of view. It allows you to have a broader vision of the business model
and from different perspectives: commercial, market, distribution channels ...
• Complete
vision of the business in a simple and summarized way. This benefit has an
eminently practical sense, since, being a visual and intuitive tool, it allows
easy analysis.
• It allows
to identify the possible risks that could jeopardize the viability of the
business.
• It allows
you to innovate , identify possible changes that you should apply to your
business.
From InboundCycle we have verified the veracity of these
benefits with the application of Canvas Marketing to the business model of our
agency and that of our clients.
Canvas Marketing: know its different sections
Do you know how Canvas Marketing is structured and what are
its main segments?
For you to understand the BMC (Business Model Canva) in a
much more graphic way, it is important to note that the model has 9 clearly
differentiated squares or quadrants. Each space is a strategic aspect of your
business that you must develop in greater or less depth to properly focus your
business model.
These 9 quadrants can be divided mainly into two large
areas:
1. Market
and customers
2. Company
and operations
On the other hand, if you look at the Canvas see that on the
right side describes the q ho and on the left side the how , while in the center,
the what, and at the bottom, the how .
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