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The business model canvas

INFS (University of New South Wales)

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Designed for: Allerton Swimwear Designed by: Date: Version:

The Business Model Canvas
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
For a medium business like Allerton, Key activities for the company Allerton's established customer
its partners allow for its growth and would include: In an increasingly environmental relationships involves indirect Allerton Swimwear is a niche
prosperity. These would be:  Manufacturing and shipping conscious market. Conventional customers (reached through market retailer, specialising in
 Investment partners • Manufactured by a swimwear has a natural tendency to stockists) and those which interact eco-friendly and comfortable
 Raw material vendors factory in Australia release microscopic plastic fibres with the brand directly. swimwear.
 Manufacturing vendors • Stored in a warehouse into oceans being likened to a
 Transport partners "microfibre bomb." In light of this, Indirect customer relationships expect In spite of the rapidly growing
and distributed to retail consistent quality and price. However,
 Stockists Allerton swimwear advocates for eco-friendly clothing market,
stores via transportation direct customer relationships expect
 Online shopping websites sustainable swimwear to minimize Allerton swimwear through product
 Technology vendors
• Shipped to overseas personal assistance and self-service,
distributors harm to marine life. differentiation providing adjustable
 Marketing and sales partners which can be achieved through an
 Deliveries to online orders effectively created website and and customisable styles.
 Influencers
 Exposure of brand at fashion Value Offered to Customers: through social media.
 Fashion show/magazine
partners shows and magazines  Swimwear made with Italian The business also develops a
Lycra made from recycled segmented market by allowing for:
plastic bottles and fishing nets  Plus size customisations
from the ocean  Adjustable designs
Key Resources Channels
 Focuses on sporty, yet The channels through which Allerton operates
 Versatile designs
 Equity feminine styles • Can be used for
includes its website, the online shopping site
 Human resources with
 Styles are made to fit on Iconic and stockists such as The Bikini House swimming or going out
knowledge on: and Beach Life Australia. They also continue to
various body types -
• Marketing strategies bring awareness to the brand through
• Fashion insight • Swimwear can be appearing at fashion shows and in magazines
• Manufacturing strategies adjusted
Stockists follow a common path of buying
• Operational strategies • If required, styles and stock and reselling. Whereas, products ordered
• IT sizing can be customized from their website are shipped to the customer
 Physical infrastructure directly, both outcomes incurring shipping and
transport costs.
 IT infrastructure
 Connections to those who are The most popular and thus successful channel
able to provide support when in is their own website and The Iconic. This also
aid is most beneficial, as stockists usually buy at a
price lower than RRP per unit

Cost Structure Revenue Streams

The main costs for Allerton include: Allerton has 3 predominant revenue streams:
 Salaries  From sales on their own website
 Manufacturing costs  Sale of inventory to stockists
 Transport  Sales on The Iconic
 Marketing
 Costs related to running their website
 Other distribution costs

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