Value Exchange Mapping System

GUIDE
Capturing Business Model Interactions
The Value Exchange Mapping (VEM) System compliments the Business Model Canvas,
providing a kind of “stereo vision” with respect to the business model.

Specifically, a VEM captures the value exchanges among the players in a value network in the
context of an organization’s business model. This provides a more comprehensive picture of the
business model making it easier to identify opportunities for business model innovation.   The
VEM mapping system is licensed under the Creative Commons and is available for download
and use.

Innovate and prosper.

Michael S. Jordan, DBA

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.
Value Exchange
Mapping: Capturing
Business Model
Interactions
 The
Wo w !
Key Customer Customer
Partners Key Relation- Segments
Activities
BIG Picture! ships

Propositions
Value
Key
Resources Channels

s t i c !
Fa nt a Cost Structure Revenue Streams

Business Model
Perspective is the logical
relationships among the 9
building blocks

Value Network
Value Exchange
Map
Perspective is
logic of value
exchanges
within the
value network
8 Players Value Producer Customers

Consumer Business

Everyone Else

Partner
Supplier Service Intermediary Indentifier
Provider

example
Other Organization Government
 12 Value Exchanges
Money

Payment Payment Payment Credits

(Revenue) Commitment (Cost)

Everything Else

Product Service Data/Information Right Exposure

Reputation Experience Content Misc.

Miscellaneous
Everyone
Else

Knowledge Web Interaction IF/Else

Key Activity Strategic Capability

Transactions Customers
Player
Value Capture (Monetized) Group
Boxes
Value Capture (Non Monetized)

Customer Value
 Linked In
Value Exchange Map Integration Basic Services
Linked In Connection Targeted content
Management recommendations
Recruiter
Solutions Other Social Linked In Today
Platforms Linked In Updates
Targeted Job
Recruiters Resume Builder
Recommendations
Linked In Groups

Targeted
Marketing Solutions Professional Profile

Free
Advertisers Members Members
Company Pages 90%
Talent Subscriptions
Management Solutions
Linked In
Premium services
(on top of basic)
Premium
Employers Members
InMail Access 10%
View Profiles Outside
Targeted Sales Network
Solutions Job Seeker Premium
Viewed Profile?
Other Advanced...
Sales Sticky Platform
Professionals Content Apps
Strong Same Side
Network Effects
Content Access to
Content
Growth Strategist Exposure Platform Developers
Publishers
 Linked In
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

Linked In Build & manage

platform professional Free
development Build & manage Web
Identify Members
business
Content
Access to info & contacts Premium
management & Sales &
monitoring marketing knowledge to Members
advance career Career Direct Sales
management Force
App Research &
Developers development
Targeted access
Key Resources to talent pool Channels Recruiters
Content
Publishers Targeted access Advertisers
Linked In of business Mobile Apps
platform professionals
Sign In with Employers
Other social Company Linked In
Link In exposure &
media Sites
members talent mgt. Sales
platforms
Professionals
Targeted sales Developer
Apps
lead generation Apps

Cost Structure Revenue Streams

Sales & Direct sales Employer

Data center force Advertising solutions
marketing Research &
infrastructure solutions
development
Linked In activities Premium
Promotions & Recruiters Sales
platform Platform member
advertising solutions solutions
development operations subscriptions
Angie's List
Reputation Value Exchange Map
Small Management Tools Free Listing Growth Strategist
Businesses
Subsidize
Consumer Review
Database
Home Service Angie's List Magazine
Providers Add Businesses Big Deal Notifications

Advertising
Call Center Support
Complaint Resolution Homeowner
Medical 6-12 Month Campaigns Consumers
Service
Providers
Angie's List Sign-up Fees &
Storefronts & e-Commerce Ser vices Subscription Fees
General
Consumers
Auto Service Subscription Fees
Providers More
Members

Big Deal
Promotions Affiliates
Other Service 40% of Sale Commissions Per Sign-up
Providers
60% of Sale More Customers
Revenue from Delivery of Products/Services

Products from Reputable Businesses Reliable & High Quality Services

 Angie's List Business Model Canvas

Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

Sales & Hire the best

marketing service Homeowner
Direct via Consumers
Phone support providers
Affiliates Web
Authentic &
Complaint General
Complaint detailed
resolution Consumers
resolution reviews Live support
Generating Platform via call
content development & Live phone center
maintenance support Home Service
Discounts Providers
Key Resources Channels
Advisory Medical Service
Platform information Mobile Providers
Apps
Call center Generate Auto Service
Promote Providers
revenue
business
Build &
manage Other Service
Get quality Providers
customers reputation

Cost Structure Revenue Streams

Data & Commissions e-Commerce
Platform Infrastructure for member services
development maintenance Sign-ups Sign-up fees Advertising
staff &
Sales subscriptions Commissions
& marketing Call center on promotions
staff
 Netflix is the leading Internet television network for movies and TV shows with nearly 38 million
NETFLIX 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
37+ Million subscribers
Leader in category
S&P 500 (June 30th, 2013)
#629 Fortune 1000 (2013)
Financial Picture (2012)
Revenue: $3,609.282
Gross Profit: $983.416
Operating Income: $49.992
Net Income: $17.152
Growth Trajectory
Increase subscriber base with
original content exclusive to
Netflix; expand into international
markets
Business Model Themes
Subscription revenue model
Long-tail business model
Broker/reseller model

[Value Exchange Map]

! Subscription Customers

!"
Streaming
!
Content
License Fees
Content Distribution Streaming
Rights
Providers Subscription Content
DVD !
Postage
VP
! !"
DVD's

DVD
DVD
Post Office Delivery Netflix
Content
!
% Sales Reach
Customers !" Advertising Fees Ads
! DVD Jackets

Viewing
[Apple, Behavior
Sony, etc.] % Sales Original Content

!
!
Advertisers
Content
Production
Right to Sell !
Intermediary Streaming Production
Parters Content Companies Growth Strategist
 Netflix Business Model Canvas

Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

Flat rate DVD

Processing DVD Content Self-service
rental via
orders licensing via Web
Post office mail DVD
Streaming Producing Customers
No late fees
digital content original content
unlimited #
turns on DVD's Customer Streaming
Technology Customer homepage Content
viewing per plan
Content development Customers
providers suggestions
All you can
Key Resources stream video Channels

Technology No commercials Content hubs

Customer Website (ex: AppleTV)
infrastructure viewing
Content
behavior data Stream video on Advertisers
production
a number of
companies Licensed Video game
devices
content consoles
Knowledge of
what content Broad exposure
of ads to Mail
Original will be popular iOS Apps
customers
content
Cost Structure Revenue Streams
Cost of
DVD mailing Content license producing
fees contracts original content DVD plan
subscriptions Streaming plan
subscription Advertising
DVD order Data equipment, fees
processing facilities &
costs staff
 Groupon is a marketing service that helps businesses attract customers by offering deep
GROUPON 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.

General Info
35+ million subscribers
Leader in category
Active in 48 countries
#851 in Fortune 1000 (2013)
Financial Picture (2012)
Revenue: $2,334.472
Gross Profit: $1,615.532
Operating Income: $98.701
Net Income: $-54.773
Growth Trajectory
Expand goods business; physical
warehouses for faster shipping;
Groupon Reserve (capacity mgt);
POS Apps and merchant services
Business Model Themes
Collective buying model
Broker/reseller model
Financial intermediary Model

Growth Strategist [Value Exchange Map]

VP
Launch Deals at 50-90%
Discount (Usually 50%)

Groupon
Merchant Consultation Daily Deal
(Design Deals) ! Notifications
Local Offers
Capture
100% of
1 Merchant Value Capture Assumptions
Payment Join Deal Group &
Groupon customers will spend above
Commit Payment
Groupon customers will come back and
pay full price !
Word of mouth referrals will generate new
customers Local Offers

!" Deal Activates

(Minimum Number of
Payout Over 3 Else Customers Reached)
50% of Revenue ! Months

Guaranteed Number Deal

Customer Intel of Customers Groupon Local Offers
Cancels;
Merchants No One
!!!
Charged
Group of Buyers
More Potential Customers 1
!

Heavily Discounted Products & Services

 Groupon
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

Help businesses Automated

Sales & attract new Direct via Web
marketing customers and email Consumers
Credit card
clearing houses Platform & app Guaranteed # Direct via Sales
development of customers & Marketing
per daily deal Team
Merchant
POS solution & center
credit card
processing
Key Resources Channels

Groupon Apps
& Web Mobile Apps
Small
platform
Businesses
Daily deal Discounts of
notifications 50%-90%

Groupon is
guaranteed

Cost Structure Revenue Streams

Sales &
IT marketing
Technology staff Commissions on Reservation
development POS & Credit
operations sale of daily system??
staff card processing
deals services
Spotify
Value Exchange Map

Royalty fees
Distributor /
aggregators Add Free service
Subsidized users

Right to
distribute
Merlin
Large music music
Network
labels Unlimited
service
Reach customers
Spotify
$4.99/month
Partners

Premium
service
ISP's Consumer
electronics $9.99/month
companies Targeted exposure (free users)

Platform Advertisers
Revenue from advertising
Operators (Free users only)
mobile Increase utility value
operators of product or ser vice
Growth Strategist
 Spotify Business Model Canvas

Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

Delivery Huge catalogue

platform of big music &
Distributor / development Independent Direct via Free
aggregators
Content Web
licensing & Listen to music
reporting on any device
Unlimited
Analyze Social media
customer integration
Large music Premium
labels behaviors download &
listen to music
Key Resources off-line Channels

Tracking & Advertisers

Target by Mobile
reporting Operators
portal demographics
Merlin ISP's
Network Target by
Delivery location & Consumer
platform music genre electronics
Knowledge of companies
Customers not Platform
customer Operators
listening prefs hostile to
advertisement
Cost Structure Revenue Streams

IT Royalty Advertising
infrastructure Unlimited Premium revenue
Infrastructure fees
development subscriptions subscriptions (free users only)
maintenance
 Whole Foods Market
Value Exchange Map
Supplier Unique Shopping Environment Growth Strategist
Partners
Custom Ser vices Happy, Friendly and
Knowledgeable Staff
Grocery Products Customer-centric Attitude Consumers
Customer Service #1
Producers
Elagent/Artistic Stores
Purchases
Produce & other items
meticulously displayed
Healthy
Distributors Coffee Bar, Bakery and Lifestyle
Eatery (Large Selection) Shoppers
Various Ser vices Eating/Socializing Areas
In-store Cooking
Whole Exhibition & Food Sampling
Specialty Service Purchases
Foods Samples Throughout Store
Providers Affluent
Market
Social
Other Fresh Juice Bar Shoppers
Partners
Support
Quality Standards & Values
Social
Responsibility
Organic Certifiers Lifestyle Grocery Brand (Customer Pull) Values-based
Certifiers Shoppers
Supply Chain Grocery Products
Compliance
to Standards
Sustainable Purchases
Fair Trade Practices
Certifiers Certifier
 Whole Foods Market Business Model Canvas

Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Delighting
customers High quality
natural & Personal
Producers
Store design organic products interaction in Healthy
stores Lifestyle
Delightful Shoppers
Distributors Purchasing shopping
Supply chain experience
management Certified
Specialty (win-win) quality Affluent
service standards Social
providers Key Resources Channels Shoppers
Local
Stores community
support
Customer
Certifying centric Adhere to
organizations Values-based
culture Sustainable
Shoppers
practices
High quality
products Progressive
(certified) organizational
culture & values

Cost Structure Revenue Streams

Store Stocking
Building out Amenities Products for
new stores stores In-Store Online
purchases purchases
Outsourced
Store services for
operations stores