This guide introduces the Value Exchange Mapping System (VEM). The VEM works with the Business Model Canvas to provide a kind of "stereo vision" with respect to the business model. The VEM perspective is the logic of value exchanges within the value network. By contrast, the Business Model Canvas (BMC) perspective is the logical relationships among the nine build blocks. Together, the VEM and BMC give a more comprehensive view of the business model from the vantage point of an organization and the value network in which it operates. In concert with the business model canvas, Value Exchange Mapping is a useful tool for business model thinking and business model innovation.
This guide contains the download links for all the VEM icons - .png images, Omnigraffle and Visio stencils and templates (Creative Commons license)
The Value Exchange Mapping System is a product of collaborative research between academics at Georgia State University, companies, and consultants. The research was facilitated by the Institute of Strategic Innovation located in Atlanta, Georgia USA.
2. The Value Exchange Mapping System is a product of collaborative research
between academics, companies, and consultants facilitated by the Institute
for Strategic Innovation, Inc.
Innovate and prosper.
ISI
Institute for
Strategic
Innovation
www.isiworld.org
Atlanta, Georgia USA
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/4.0/deed.en_US.
8. Angie's List
Small
Businesses
Value Exchange Map
Reputation
Management Tools
Growth Strategist
Free Listing
Subsidize
Home Service
Providers
Consumer Review
Database
Angie's List Magazine
Big Deal Notifications
Add Businesses
Advertising
Medical
Service
Providers
Call Center Support
Complaint Resolution
6-12 Month Campaigns
Angie's List
Sign-up Fees &
Subscription Fees
Storefronts & e-Commerce Ser vices
Auto Service
Providers
Other Service
Providers
General
Consumers
Subscription Fees
Big Deal
Promotions
40% of Sale
60% of Sale
Homeowner
Consumers
More
Members
Commissions Per Sign-up
Affiliates
More Customers
Revenue from Delivery of Products/Services
Products from Reputable Businesses
Reliable & High Quality Services
9. Angie's List
Key Partners
Business Model Canvas
Key Activities
Value Propositions
Sales &
marketing
Hire the best
service
providers
Phone support
Affiliates
Complaint
resolution
Generating
content
Platform
development &
maintenance
Complaint
resolution
Direct via
Web
Authentic &
detailed
reviews
Live support
via call
center
Live phone
support
Discounts
Key Resources
Call center
Promote
business
Get quality
customers
Cost Structure
Customer Segments
Homeowner
Consumers
General
Consumers
Home Service
Providers
Channels
Advisory
information
Platform
Platform
development
staff
Customer Relationships
Mobile
Apps
Medical Service
Providers
Auto Service
Providers
Generate
revenue
Build &
manage
reputation
Other Service
Providers
Revenue Streams
Data &
Infrastructure
maintenance
Sales
& marketing
staff
Commissions
for member
Sign-ups
Call center
Sign-up fees
&
subscriptions
Advertising
e-Commerce
services
Commissions
on promotions
10. NETFLIX
Netflix is the leading Internet television network for movies and TV shows with nearly 38 million
members in 40 countries. For one low monthly price, Netflix members can watch as much as they
want, anytime, anywhere, on nearly any Internet-connected screen without commercials.
General Info
Financial Picture (2012)
Growth Trajectory
Business Model Themes
37+ Million subscribers
Leader in category
S&P 500 (June 30th, 2013)
#629 Fortune 1000 (2013)
Revenue: $3,609.282
Gross Profit: $983.416
Operating Income: $49.992
Net Income: $17.152
Increase subscriber base with
original content exclusive to
Netflix; expand into international
markets
Subscription revenue model
Long-tail business model
Broker/reseller model
[Value Exchange Map]
Customers
Subscription
Streaming
Content
License Fees
Distribution
Rights
Content
Providers
Streaming
Content
Subscription
DVD
Postage
VP
DVD's
DVD
Delivery
% Sales
[Apple,
Sony, etc.]
DVD
Content
Reach
Customers
Viewing
Behavior
Advertising Fees
DVD Jackets
Ads
Original Content
% Sales
Advertisers
Intermediary
Parters
Right to Sell
Streaming
Content
Content
Production
Production
Companies
Growth Strategist
11. Netflix
Key Partners
Business Model Canvas
Key Activities
Post office
Value Propositions
Processing DVD
orders
Content
licensing
Flat rate DVD
rental via
mail
Streaming
Producing
digital content original content
Content
providers
Customer
viewing
suggestions
Technology
development
Content
production
companies
Licensed
content
Original
content
Customer
viewing
behavior data
Knowledge of
what content
will be popular
No late fees
unlimited #
turns on DVD's
per plan
DVD order
processing
costs
Channels
Content hubs
(ex: AppleTV)
Website
Stream video on
a number of
devices
Broad exposure
of ads to
customers
DVD
Customers
Streaming
Content
Customers
Customer
homepage
No commercials
Cost Structure
DVD mailing
fees
Customer Segments
Self-service
via Web
All you can
stream video
Key Resources
Technology
infrastructure
Customer Relationships
Advertisers
Video game
consoles
iOS Apps
Mail
Revenue Streams
Content license
contracts
Cost of
producing
original content
Data equipment,
facilities &
staff
DVD plan
subscriptions
Streaming plan
subscription
Advertising
fees
12. Groupon is a marketing service that helps businesses attract customers by offering deep
discounts on things to eat, see, and do in more than 500 markets worldwide. Groupons leverages
collective buying power to guarantee businesses a minimun number of customers.
GROUPON
General Info
Financial Picture (2012)
Growth Trajectory
Business Model Themes
35+ million subscribers
Leader in category
Active in 48 countries
#851 in Fortune 1000 (2013)
Revenue: $2,334.472
Gross Profit: $1,615.532
Operating Income: $98.701
Net Income: $-54.773
Expand goods business; physical
warehouses for faster shipping;
Groupon Reserve (capacity mgt);
POS Apps and merchant services
Collective buying model
Broker/reseller model
Financial intermediary Model
[Value Exchange Map]
Growth Strategist
VP
Launch Deals at 50-90%
Discount (Usually 50%)
Groupon
Merchant Consultation
(Design Deals)
Daily Deal
1 Merchant Value Capture Assumptions
Groupon customers will spend above
Groupon customers will come back and
pay full price
Capture
100% of
Payment
Join Deal Group &
Commit Payment
Word of mouth referrals will generate new
customers
50% of Revenue
Customer Intel
Merchants
Payout Over 3
Months
Guaranteed Number
of Customers
Local Offers
Local Offers
Else
Deal
Cancels;
No One
Charged
Deal Activates
(Minimum Number of
Customers Reached)
Groupon
More Potential Customers 1
Heavily Discounted Products & Services
Local Offers
Group of Buyers
13. Groupon
Key Partners
Key Activities
Value Propositions
Help businesses
attract new
customers
Sales &
marketing
Credit card
clearing houses
Customer Relationships
Automated
Direct via Web
and email
Guaranteed #
of customers
per daily deal
Platform & app
development
POS solution &
credit card
processing
Customer Segments
Consumers
Direct via Sales
& Marketing
Team
Merchant
center
Channels
Key Resources
Groupon Apps
& Web
platform
Mobile Apps
Daily deal
notifications
Small
Businesses
Discounts of
50%-90%
Groupon is
guaranteed
Cost Structure
Technology
operations
Revenue Streams
IT
development
staff
Sales &
marketing
staff
Commissions on
sale of daily
deals
POS & Credit
card processing
services
Reservation
system??
14. Spotify
Value Exchange Map
Royalty fees
Distributor /
aggregators
Subsidized
Right to
distribute
music
Large music
labels
Add
users
Merlin
Network
Reach customers
Free service
Unlimited
service
Spotify
$4.99/month
Partners
Premium
service
ISP's
Platform
Operators
Consumer
electronics
companies
mobile
operators
$9.99/month
Targeted exposure (free users)
Increase utility value
of product or ser vice
Revenue from advertising
(Free users only)
Advertisers
Growth Strategist
15. Spotify
Key Partners
Distributor /
aggregators
Large music
labels
Business Model Canvas
Key Activities
Value Propositions
Delivery
platform
development
Content
licensing &
reporting
Huge catalogue
of big music &
Independent
Delivery
platform
Unlimited
download &
listen to music
off-line
Channels
Advertisers
ISP's
Target by
location &
music genre
Customers not
hostile to
advertisement
Cost Structure
Premium
Mobile
Operators
Target by
demographics
Knowledge of
customer
listening prefs
IT
infrastructure
development
Free
Social media
integration
Key Resources
Merlin
Network
Customer Segments
Direct via
Web
Listen to music
on any device
Analyze
customer
behaviors
Tracking &
reporting
portal
Customer Relationships
Consumer
electronics
companies
Platform
Operators
Revenue Streams
Infrastructure
maintenance
Royalty
fees
Unlimited
subscriptions
Premium
subscriptions
Advertising
revenue
(free users only)
16. Whole Foods Market
Unique Shopping Environment
Supplier
Partners
Custom Ser vices
Happy, Friendly and
Knowledgeable Staff
Customer-centric Attitude
Customer Service #1
Grocery Products
Producers
Elagent/Artistic Stores
Produce & other items
meticulously displayed
Purchases
Distributors
Coffee Bar, Bakery and
Eatery (Large Selection)
Eating/Socializing Areas
Various Ser vices
Specialty Service
Providers
Purchases
Support
Fair Trade
Certifiers
Whole
Foods
Market
Social
Responsibility
Certifiers
Samples Throughout Store
Sustainable
Practices
Certifier
Consumers
Healthy
Lifestyle
Shoppers
Affluent
Social
Shoppers
Quality Standards & Values
Lifestyle Grocery Brand (Customer Pull)
Supply Chain
Compliance
to Standards
Growth Strategist
In-store Cooking
Exhibition & Food Sampling
Fresh Juice Bar
Other
Partners
Organic
Certifiers
Value Exchange Map
Grocery Products
Purchases
Values-based
Shoppers
17. Whole Foods Market
Key Partners
Business Model Canvas
Key Activities
Value Propositions
Delighting
customers
Producers
High quality
natural &
organic products
Store design
Distributors
Specialty
service
providers
Supply chain
management
(win-win)
Certified
quality
standards
Key Resources
Local
community
support
Stores
Customer
centric
culture
High quality
products
(certified)
Personal
interaction in
stores
Delightful
shopping
experience
Purchasing
Certifying
organizations
Customer Relationships
Channels
Adhere to
Sustainable
practices
Customer Segments
Healthy
Lifestyle
Shoppers
Affluent
Social
Shoppers
Values-based
Shoppers
Progressive
organizational
culture & values
Cost Structure
Revenue Streams
Building out
new stores
Store
operations
Store
Amenities
Outsourced
services for
stores
Stocking
Products for
stores
In-Store
purchases
Online
purchases
18. Get the VEM Icons
Trouble downloading files?
Contact us at: help@isiworld.org
For Apple Users
These are the icons and templates as individual image files (.png) that can be
used with any software like PowerPoint, Keynote, Word, Excel, etc.
http://bit.ly/1lpZ8St
These are the OmniGraffle stencils and templates.
http://bit.ly/1a7Iy4S
For Windows Users
These are the icons and templates as individual image files (.png) that can be used with
any software like PowerPoint, Keynote, Word, Excel, etc.
http://bit.ly/1lpZmJj
These are the Visio stencils and templates.
http://bit.ly/1nwqDsf
All VEM files are licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/4.0/deed.en_US.