KISS Canvas 9. Cost Structure

[This is a part of a series on the KISS Canvas]

What are the major cost centers of your business? When do you have to pay? Do you have any options to pay differently? What costs can kill you? All of this is covered in the Cost Structure section of the KISS Canvas.

Here is each sub-lesson:

  1. Intro
  2. Capital costs
  3. Fixed  & Variable costs
  4. Example: a family
  5. Summary

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Introduction to the KISS Canvas

[This is part of a series on the KISS Canvas]

The KISS (Keep It Super Simple) Canvas (inspired by Alex Osterwalder’s Business Model Canvas) is a 1-page (or 4×3 foot poster) to help you quickly document (and then test) the key hypothesis behind your business model.

If you like to read, keep scrolling. For video lovers, click below!

OK, let’s dive in. It looks like this…

KISS Canvas-Easy2Read

The KISS canvas tells a story in the way entrepreneurs should pitch, with the most important elements first (on the left).

  • The Customer – Who do you serve?
    • Segments – Who are all the groups of people you will serve? Buyers, users, referrers, etc.
    • Pains – What problems do they have? Which are most important?
  • Value Proposition – What do you offer?
    • Features – How will you solve your customers problems?
    • Benefits – What promises are you making to your customers?
    • Competitive Advantages – Who are your competitors and how are you better at solving your customers’ Pains?
  • Marketing & Sales – What kind of relationships will you have with customers?
    • Get – How will you find and acquire customers?
    • Keep – How will you prove you kept your promises?
    • Grow – What new promises might you make?
  • Financial
    • Value Model – What value do customers provide you in return for your product?
    • Cost Structure –  What are the costs associated with running your venture?
  • Beard of Learning – When you disprove a hypothesis, move it to the bottom. If you’re using sticky notes they will eventually form chains and completely cover the bottom of your canvas. It kind of looks like your canvas grew a beard. Each sticky in that beard represents a hypothesis the student thought was true… and found out it was not! Thus the name my students gave it, the “Beard of Learning” :).

This Canvas is by no means a complete map but I have found it is the foundation of everything else that is to follow. To get a better feel…

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KISS Canvas 8. Value Models

[This is a part of a series on the KISS Canvas]

What price should you charge for your product? How should people pay you? What value do non-paying customers provide you? All of this is covered in the Value & Revenue model column of the KISS Canvas.

Here is each sub-lesson:

  1. Intro
  2. Every customer segment pays
  3. Understand customer expectations
  4. Know your models
  5. Choose your pricing strategy carefully
  6. Discover your price point(s)
  7. Summary

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KISS Canvas: 7. Grow (Research & Development)

[This is a part of a series on the KISS Canvas]

If your flagship product is a success, what next? This section of the canvas helps you think through what new products you might offer and what new customer segments you might approach. This video explains some of the core concepts…

Here is each sub-lesson:

  1. Intro
  2. Add “sizes”
  3. Solve your customer’s other problems
  4. Bring your existing product to new customer segments
  5. Summary

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KISS Canvas: 6. Keep (Customer Retention)

[This is a part of a series on the KISS Canvas]

This section of the canvas helps you think through customer retention. Once you a customer purchases your product, how do you prove to them you have kept your promises?

Here is each sub-lesson:

  1. Intro & Keeping your customers is the right and smart thing to do
  2. Make your benefits visible
  3. Scorecards make benefits visible
  4. Summary

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KISS Canvas: 5. Get (Marketing & Sales Channels)

[This is a part of a series on the KISS Canvas]

This section of the canvas helps you understand the many different ways you can find and cultivate relationships with your customers (AKA marketing & sales). Here is a video explaining the how to use this part of the canvas and tips for understanding and strengthening your hypothesis around customer acquisition.

Here is each sub-lesson:

  1. Intro
  2. Decide: direct or indirect
  3. Decide: physical or digital
  4. Discover key channel metrics
  5. Decide how you’ll generate leads
  6. Determine cost to acquire a customer
  7. Summary

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KISS Canvas: 4. Competitive Advantages

[This is a part of a series on the KISS Canvas]

This section of the canvas helps you find and own your niche! Here is a video explaining the how to use this part of the canvas and tips for understanding and strengthening your competitive advantage.

Here is each sub-lesson:

  1. Introduction
  2. Know your competitors
  3. Don’t underestimate the status quo
  4. Competitors are free R&D!
  5. Advantages stem from Benefits
  6. Create a Competitive Landscape Map
    1. TOOL: Get a blank Competitive Landscape Map
  7. Seek barriers to entry
  8. Summary

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