Internet of Things (IoT)

Design and Applications

Playbook
Table of Contents
Introduction 01
Context 02
Constraints 04
Playbook Checkpoint 1:
Background Research and Evaluating IoT Use Cases 06
Playbook Checkpoint 2:
Describing IoT Connectivity Needs 10
Playbook Checkpoint 3:
Developing a Proactive Plan for Data, Privacy, and Security 16
Playbook Checkpoint 4:
Aligning with IoT Mindsets 24
Playbook Checkpoint 5:
Describing an IoT Product 33
Playbook Checkpoint 6:
Describing an IoT Business 41
Additional Notes (Optional) 49
Introduction
This playbook is designed to provide you with a framework for approaching
Internet of Things (IoT) product and business issues. As you work your way
through it, you will be asked to think critically and devise your own approaches
to answer the challenges.
As you complete each checkpoint, be sure to share your work with your
colleagues in the community participation forum to gather feedback and
o˜er your own suggestions.
Throughout the document, you will fnd ‘guiding questions’ that are included
to help direct your thinking while you complete each deliverable. You are not
responsible for directly addressing each of the guiding questions, although
answering them may help you to create responses to the deliverables.
Your work will proceed as follows, in parallel to the program instruction:
1. Explore IoT in the provided context.
2. Select an area of specialization and determine the most appropriate IoT
communications technologies for your system.
3. Develop a plan for your system with respect to data, security, and privacy.
4. Explain the alignment of your system with IoT mindsets.
5. Describe a specifc sellable product.
6. Describe a business approach that could be created around your product.

1
Context
Vertical farming commonly refers to indoor farms located close to urban areas
where crops grow under carefully controlled conditions often stacked multiple
levels high. It has become more prominent in recent years, even being featured
by the USDA and is possible due to relatively recent advances in several key
technologies, such as lighting, sensors, and water management. Notably, the
cost of LED lights fell by over 90% between 2008 to 2015, making electric
lighting cost e˜ective (source).

The use of indoor facilities can be seen as a way to protect agricultural

production from extreme weather events and reduce transportation costs by
locating farming facilities closer to urban centers where harvested crops are
purchased and consumed in high volume. At this time, high costs and energy
consumption limit vertical farming to higher value crops such as salad greens.

2
The advantages and disadvantages of vertical farming are as follows (source):

Advantages Disadvantages
Reduced distance to market High energy consumption
Protection from extreme High start-up cost
weather events (land and facilities)
Mitigation of climate change impact High rent costs
Increased yield per unit area High maintenance needs
Mitigation of crop loss due to pests Lack of natural pollination
Reduced pesticide application
Improved crop quality
Reduced crop growth footprint
Year-round harvesting in any
climate zone
Increased water and
nutrient e˛ciency

3
Constraints
Vertical farming (VF) is a modern approach to agriculture. This topic was
selected for the playbook because vertical farming relies on many
interconnected technologies to support living material with machines.

For this playbook, please adhere to the following constraints:

Use the metric system for all relevant measurements
Employees will be able to monitor the system through a smartphone
All lighting will be electric LED lighting
Irrigation will be provided through rack-mounted plumbing
Crops will be either lettuce, kale, spinach, or arugula
The vertical farm will:
Be 100m in length, 70m in width, and 12m in height
Occupy 7000m² of foor space
Contain a maximum of 12 crop layers

Front view 12m

70m

Side view 12m

100m

4
Playbook Checkpoint 1:
Background Research and
Evaluating IoT Use Cases
Playbook Checkpoint 1:
Background Research and Evaluating
IoT Use Cases
Introduction
In this exercise, your task is to determine potential applications for IoT in the
context of vertical farming by refecting on the fve IoT attributes.
IoT Attributes:
1. Opportunistic connectivity
2. Modular systems
3. Amorphous ecosystem
4. Graceful failure
5. Digital twinning
Directions
Complete each deliverable. For each deliverable, include links, quotes, fgures,
quantitative and qualitative information, or other supporting material as needed.
Be sure to document your sources.
Conduct additional online research to supplement your knowledge. Be sure to
leverage the knowledge and opinions of your peers as needed by creating and
responding to posts in the community forum.
Deliverables
1.1: IoT Technologies in Vertical Farming
1.2: Alignment of technologies with IoT attributes

6
Deliverable 1.1: IoT Technologies in Vertical Farming
List and describe at least at least fve di˜erent ways IoT could be leveraged to
improve vertical farming e˜orts. Optional: you may wish to refect on this using
your mind map or create an Ishikawa diagram.
Guiding Question(s):
What are the inputs and outputs of a vertical farming system?
How are those inputs and outputs controlled and monitored?

Deliverable 1.1: Applying IoT in Vertical Farming

1) Sensors to monitor temperature and control HVAC system

2) Integrated control of lighting to maximize growth based on type of plants being grown
3) Measurement and control of moisture and humidity to maximize performance.
4) Remote monitoring with Cameras to quicky check on the vertical farm and growth rates.
5) Digital twin of control system on remote devices to review settings, make process
adjustments and review historical data / analytics

7
Deliverable 1.2: Alignment of Technologies with IoT Attributes
For each of your fve responses to Deliverable 1.1, describe how the fve IoT
attributes might apply. Include concrete details as needed.

Deliverable 1.2: Alignment with IoT Attributes

1) Opportunistic Connectivity – Using the information collected from the sensors to provide
additional feedback to the HVAC system to improve performance.
2) Amorphous Ecosystem – Integrated systems to adjust lighting to maximize growth
performance while reducing energy costs and compensating for environmental changes.
3) Modular System – Sensors can be added or removed or reconfigured depending on the
products being grown and performance data being generated and reported in the control
system and digital twin.
4) Graceful failure – many systems of sensors, controls and cameras can lead to a system that
continues to function well even in the event of individual component failures. Optically
monitoring performance and health of the plants reduces impact of a system failure.
5) Digital twin allows for greater convenience and easier configuration and adjustments both in
the vertical farm and when you are away. Real-time alerts allows the ability to address an issue
in real-time before it escalates to a larger issue.

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Playbook Checkpoint 2:
Describing IoT
Connectivity Needs
Playbook Checkpoint 2:
Describing IoT Connectivity Needs
Introduction
You will now select an area of specialization and use it for the remainder of
the playbook checkpoints. Your task for this module will be to outline the
connectivity needs for your chosen specialization.
For more information on vertical farming, please refer to the bibliography at the
end of the playbook.
Directions
First, select one area of specialization from the following list:
Lighting
Irrigation (includes nutrition)
Crop monitoring
Air quality
Complete each deliverable. For each deliverable, include links, quotes, fgures,
quantitative and qualitative information, or other supporting material as needed.
Be sure to document your sources.
Conduct additional online research to supplement your knowledge. Be sure to
leverage the knowledge and opinions of your peers as needed by creating and
responding to posts in the community forum.
Deliverables
2.1: System Components
2.2: Network Requirements
2.3: Communication Protocol Candidates
2.4: Smartphone Interaction

10
Deliverable 2.1: System Components
List at least three di˜erent system components required for your area of
specialization.

2.1 System Components: Area of Specialization: Lighting

1) Variable Lighting to support growth of plants including ability to control intensity.

2) Network components: Provide connection to internet and all controlled devices including
lights, sensors and light control system.
3) Light control system: Used to control lights based on programming and real-time feedback
from the sensors installed in the system.
4) Sensors to monitor natural light and growing environment.

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Deliverable 2.2: Network Requirements
Complete the table below to describe the network requirements of each
component of your area of specialization. Please refer to the key
communications protocols described in the lecture videos.
You may also refer to the following descriptions for useful values:
System component: the cyber or physical components of your system
Maintenance frequency: “days”, “months”, or “years”
Range: “10s of meters” or “100s of meters”; be specifc if you know
the values
Robustness: “Star”, “Mesh”, or “Either Star or Mesh”
Latency: “Low”, “Medium”, or “High”; be specifc if you know the values
Data Rate: “Low”, “Medium”, or “High”; be specifc if you know the values

Robustness
System Maintenance Range Latency Data rate
of network
component frequency
topology

Lights Months 100's of Mesh High Low

Meters

Network Hub Months 100's of Star Medium Low

Meters

Control Months 100's of Star Medium Low

System Meters

Sensors Months 100's of Mesh High Low

Meters

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Deliverable 2.3: Communication Protocol Candidates
Use your table of network requirements and select reasonable candidates for
communication protocols for your system components. For each candidate
communication protocol, explain specifcally why you selected it.
Guiding question(s):
What are the ideal communication protocols for your system?
Which communication protocols do NOT work for your system?
Are any additional measures needed to ensure that a system component
works with your preferred communication protocol without creating an
undue burden for the vertical farm operation?

Ideal communication protocols:

WiFi
Bluetooth
Zigbee

Communication protocols that will NOT work as well:

LoRa
LWPAN

13
Deliverable 2.4: Smartphone Interaction
Describe how your communications protocols are expected to work with
a smartphone.
Guiding question(s):
How would an employee use a smartphone to communicate with
your system?
Do your communications protocols support smartphone usage?

What portions of your system would be able to work with a smartphone?

Describe how your communications protocols are expected to work with a smartphone.

Employees could use their smart phones to monitor and update lighting schedule. Review
sensor data and historical information to manage the system for optimal performance. It could
also serve as a notification device if the system went off-line or had a failure or drop in
communication.

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Playbook Checkpoint 3:
Developing a Proactive Plan
for Data, Privacy, and Security
Playbook Checkpoint 3:
Developing a Proactive Plan for
Data, Privacy, and Security
Introduction
This week you will apply your knowledge about data in IoT, privacy
considerations, and security plans to your vertical farming system.
Directions
Complete each deliverable. For each deliverable, include links, quotes, fgures,
quantitative and qualitative information, or other supporting material as needed.
Be sure to document your sources.
Conduct additional online research to supplement your knowledge. Be sure to
leverage the knowledge and opinions of your peers as needed by creating and
responding to posts in the community forum.
Deliverables
3.1: Data Sources
3.2: Digital Twin
3.3: Cloud vs. Edge
3.4: Cyber-physical Threats
3.5: Threat Mitigation
3.6: Privacy

16
Deliverable 3.1: Data Sources
1. List at least fve data sources in your vertical farming system.
2. List three pros and three cons for collecting large amounts of data with your
IoT devices.

Deliverable 3.1: Data Sources

List of Data Sources in the Vertical Farming System:

1) Lights - Communicate Status and settings

2) Light Sensors - Monitor output and intensity
3) Humidity Sensors
4) Cameras - To monitor progress and remote view area
5) Motion Sensors - To wake up system and monitor access
6) Water meter to measure water consumption
7) Temperature sensors

Pros and Cons of Collecting Large Amounts of Data with IoT Devices:

Pros:
1) Improved performance and faster response time to problems
2) Learn and observe trends over-time to optimize process and adapt to evolving events
3) More control remotely to make process changes without having to visit farm

Cons:
1) Collecting more data can lead to more costs to store and can impact performance of the
system, higher hardware costs and development costs to manage data.
2) Greater risk of security risk with someone gaining access to the data and creating a system
failure
3) Creates liability for privacy on confidentiality

17
Deliverable 3.2: Digital Twin
Last week, you explored one specialization of a vertical farming system. This
week, consider all of the specializations (lighting, irrigation, monitoring, and air
quality). Leverage your peers’ insights gained on di˜erent specializations last
week as needed. Feel free to create and contribute to discussions in the
community participation forum as you address this deliverable.
1. Describe how all of the specializations can be used to build a digital twin
for your vertical farm.
Guiding question(s):
How are your IoT devices connected to the digital twin?
What functionalities are fulflled by the digital twin?
What data is required to augment the digital twin’s functionality?

Deliverable 3.2: Digital Twin

Building a Digital Twin for the Vertical Farm:

How are your IoT devices connected to the Digital Twin?

They are connected through a gateway in a two-way configuration.

What Functionalities are fulfilled by the Digital Twin?

1) The digital twin can display the status of the system, adjust parameters including scheduling.
2) It can display the history of its performance and display analytics from the data
3) It can alert for exceptions or potential problems

What data is required to augment the Digital Twin's functionality?

1) Access to all data from the devices / gateway are used to help support the functionality.

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Deliverable 3.3: Cloud vs. Edge
Determine whether your digital twin is going to be powered by cloud computing
or edge computing.
1. Write your answer and explain why you decided for or against each option.

Deliverable 3.3: Cloud vs. Edge

1) The digital twin will use a combination of edge and cloud computing.

2) Edge computing will be used to operate the system to ensure the most reliable uptime.
External connections to the system will be managed through cloud computing to hold more
data, perform deeper analysis and provide additional security to screen commands before
sending them to the devices.

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Deliverable 3.4: Cyber-Physical Threats
1. List fve potential cyber-physical threats to your vertical farming system.
2. For each threat, describe how it could be mitigated.

Deliverable 3.4: Cyber-Physical Threats

Five Potential Threats:

Threat:
1) Unauthorized access
2) Physical Tampering
3) Stolen data
4) Denial of Service
5) Ransomware

Mitigation:
1) Strong Passwords, nothing online with standard passwords
2) React quickly to identified threats
3) Create secure location / system / devices that protects against physical tampering
4) Incorporate security protocols in network framework
5) Only maintain what data / information is needed.

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Deliverable 3.5: Threat Mitigation
Think about how your digital twin could be leveraged to mitigate cyber-physical
threats.
1. List at least three advantages of the digital twin.
2. Explain how each advantage appears in your system.

Deliverable 3.5: Threat Mitigation

Three advantages of the Digital Twin for stopping Cyber-Physical threats:

1) The ability to remotely access the system to perform diagnostics and update / reboot if a
problem is detected.

2) Monitor the system to ensure it is performing correctly and to help identifiy unusual activity
or performance or access.

3) The twin can also be used to test different threat scenarios to help access the risk and
robustness of the system.

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Deliverable 3.6: Privacy
1. List at least two data sources in your IoT system that might lead to
privacy concerns.
2. For each source, describe how privacy concerns might be mitigated.

Deliverable 3.6: Privacy

Data That Might Cause Privacy Problems:

1) Data from the system could be used by competitors to understand our farming practices
that optimize our yield. This could be mitigated by strong security, limiting data that is stored.

2) Data would give indicatons of farm operating times and could help would be criminals
determeine when to go the physical farm to steel the crops. This could be mitigated by limiting
that data that is stored and further restricting access to some levels of information and control.

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Playbook Checkpoint 4:
Aligning with IoT Mindsets
Playbook Checkpoint 4:
Aligning with IoT Mindsets
Introduction
This program has outlined seven distinct mindsets for thinking about IoT. You will
now examine each of these mindsets and think about how your vertical farming
system aligns with them.
Directions
Complete each deliverable. For each deliverable, include links, quotes, fgures,
quantitative and qualitative information, or other supporting material as needed.
Be sure to document your sources.
Conduct additional online research to supplement your knowledge. Be sure to
leverage the knowledge and opinions of your peers as needed by creating and
responding to posts in the community forum.
Deliverables
4.1: Overprovisioning
4.2: Self-diagnosing
4.3: Over-the-air (OTA)
4.4: Continuous Functional Enhancement (CFE)
4.5: Ecosystem
4.6: Maker
4.7: Subscription

24
Deliverable 4.1: Overprovisioning
Describe the alignment of your vertical farming system plan with the mindset of
overprovisioning. Be creative, as needed, to describe how you want your system
to operate. Feel free to create additional diagrams or other visual media to help
support your vision.
Guiding question(s):
What are the core functions of your system and how are they supported?
What future functions could enhance your system? Be creative and don’t be
afraid to think outside the box.
What additional supports can be built into the system for future use cases?

25
Deliverable 4.2: Self-diagnosing
Describe the alignment of your vertical farming system plan with the mindset of
self-diagnosis. Be creative, as needed, to describe how you want your system to
operate. Feel free to create additional diagrams or other visual media to help
support your vision.
Guiding question(s):
What points in your system can be monitored?
What outputs can be examined for discrepancies?
What are the most expected and what are the most impactful errors in
your system?
What types of actions can be taken in the case of an error?

26
Deliverable 4.3: Over-the-air (OTA)
Describe the alignment of your vertical farming system plan with the mindset of
over-the-air updates. Be creative, as needed, to describe how you want your
system to operate. Feel free to create additional diagrams or other visual media
to help support your vision.
Guiding question(s):
Which portions of your system are expected to need updates?
How are updates expected to be delivered?
What are the downstream expected behaviors after updates are made?
Do your choices here change choices you made regarding overprovisioning?

27
Deliverable 4.4: Continuous Functional Enhancement (CFE)
Describe the alignment of your vertical farming system plan with the mindset of
continuous functional enhancement for product improvement or new skills. Be
creative, as needed, to describe how you want your system to operate. Feel free
to create additional diagrams or other visual media to help support your vision.
Guiding question(s):
To what extent is your system a platform for additional enhancements?
What are the most likely portions of your system that can be extended?
How do your choices for overprovisioning and CFE overlap, how do
they di˜er?

28
Deliverable 4.5: Ecosystem
Describe the alignment of your vertical farming system plan with the mindset of
developing an ecosystem. Be creative, as needed, to describe how you want
your system to operate. Feel free to create additional diagrams or other visual
media to help support your vision.
Guiding question(s):
How is your system an exemplary ecosystem of products?
To what extent is your system modular?
How do components of your system interact with each other internally but
also externally with devices from other systems?

29
Deliverable 4.6: Maker
Describe the alignment of your vertical farming system plan with the mindset of
supporting the maker community. Be creative, as needed, to describe how you
want your system to operate. Feel free to create additional diagrams or other
visual media to help support your vision.
Guiding question(s):
To what extent is your system open to third-party developers?
Do you think your system should have an API?
To what extent does your system, or portions of it, work in domestic,
educational, or hobby settings?
To what extent is your system marketable for non-commercial use?

30
Deliverable 4.7: Subscription
Describe the alignment of your vertical farming system plan with the mindset of
using subscription-based services. Be creative, as needed, to describe how you
want your system to operate. Feel free to create additional diagrams or other
visual media to help support your vision.
Guiding question(s):
What are you selling?
Do you anticipate any portions of your hardware, software, or overall results
to be part of a subscription model? Why or why not?

31
Playbook Checkpoint 5:
Describing an IoT Product
Playbook Checkpoint 5:
Describing an IoT Product
Introduction
In this module, you will apply an IoT mindset to the product design process for
your vertical farming system. You will specifcally examine changes made to a
hardwired irrigation system.
Directions
Complete each deliverable. For each deliverable, include links, quotes, fgures,
quantitative and qualitative information, or other supporting material as needed.
Be sure to document your sources.
Conduct additional online research to supplement your knowledge. Be sure to
leverage the knowledge and opinions of your peers as needed by creating and
responding to posts in the community forum.
Deliverables
5.1: Examining a Hardwired System
5.2: Assessment Study
5.3: IoT Attribute Integration
5.4: IoT Mindsets Integration
5.5: Existing Solution Research

33
Deliverable 5.1: Examining a Hardwired System
A conventional, hardwired irrigation system is depicted below. Notice the
powered control unit, two-wire control wiring, decoders (to control solenoids),
valves (to permit or restrict water fow), and emitters (to control water
distribution). This type of system can be extended to support di˜erent ‘zones’ of
multiple emitter types including drip or spray emitters. Depending on the
sophistication of the system, sensors can be equipped to provide feedback
related to temperature, CO2, humidity, and other parameters. This is useful in
greenhouses where additional control of evaporative cooling systems, heaters,
and air circulation fans is desired. For more information, investigate online using
“greenhouse environmental controller” as the search term.
Examine the image and answer the following questions related to the purpose
and potential of the system:
1. For what purpose(s) is the hardwired irrigation system used?
2. What are the inputs and outputs of this system?
3. What actions are available to the user?
4. What information is provided to the user?
5. Does the system have any other defning characteristics or functions?
6. What actions does the hardwired system do well?
7. What are the system’s shortcomings?
8. What are the pain points for the user?
9. Is there any desired functionality that the hardwired irrigation system
doesn’t provide?
Control Signal Emitters
Control
Unit
Decoder

Decoder

Decoder
Power

Decoder

Decoder
Water
Valves

34
35
Deliverable 5.2: Assessment Study
For this deliverable, imagine you are approaching supervisors with
recommendations for an assessment study on how to improve the product.
The big question for this deliverable is “How do you determine how to
integrate IoT thinking into this product?”.
Devise a brief, step-wise, ordered assessment plan with at least fve steps to
prepare for a redesign of the hardwired irrigation system from Deliverable 1.
Discuss your assessment plan with your program colleagues and iteratively
improve your ideas before fnalizing this deliverable.
To get started, think about how you would assess the system from a very high
level to look for IoT opportunities.
Guiding question(s):
What would you examine frst, second, third, fourth, and ffth?
How might you prioritize changes?

36
Deliverable 5.3: IoT Attribute Integration
For this deliverable, think more concretely about changes made to the
hardware and software of the redesigned system.
Describe how each of the fve IoT attributes are used in your redesigned IoT
irrigation system. Try to preserve the benefts of the hardwired irrigation
system and improve upon the disadvantages you identifed in Deliverable 1.

37
Deliverable 5.4: IoT Mindsets Integration
For this deliverable, think more concretely about changes made to the
hardware and software of the redesigned system.
Describe how each of the seven IoT mentalities are used (or not used) in your
redesigned IoT irrigation system. For each, provide either an example of how it
is present or a reason why it is not present.

38
Deliverable 5.5: Existing Solution Research
Search online to fnd an existing IoT solution for vertical farming. Document
the source(s) of your information and then list three strengths and three
weaknesses of the existing IoT vertical farming solution. Be sure to include
how you are thinking about IoT attributes and mentalities.

39
Playbook Checkpoint 6:
Describing an IoT Business
Playbook Checkpoint 6:
Describing an IoT Business
Introduction
You have now gotten an expansive overview of IoT design. In this module, you
will put it all together and think about how IoT attributes and mindsets apply to
business design. For the deliverables in this checkpoint, refect carefully on your
fnal vertical farm concept design and put special focus on the specialization you
frst selected back in Module 2 (i.e., lighting, irrigation, and nutrition; crop status
monitoring; or air quality).

Directions
Complete each deliverable. For each deliverable, include links, quotes, fgures,
quantitative and qualitative information, or other supporting material as needed.
Be sure to document your sources.
Conduct additional online research to supplement your knowledge. Be sure to
leverage the knowledge and opinions of your peers as needed by creating and
responding to posts in the community forum.
Deliverables
6.1: Market Analysis
6.2: Competitive Analysis
6.3: Market Opportunities
6.4: Delivered Value
6.5: An IoT-Centric Business Model

41
Deliverable 6.1: Market Analysis
IoT is expected to contribute to a global shift in product and business
strategies. Describe how you think IoT will impact the business strategy
related to agriculture and vertical farming. Describe the market opportunity
for an IoT business specializing in vertical farming. Describe ways in which an
IoT vertical farm opens business opportunities in general, but also for the
specifc specialization you have explored in past modules.
Guiding question(s):
What needs might an IoT vertical farm fulfll?
Who are the stakeholders?
What exactly are you selling?
Who might buy what you are selling?
What other businesses might be good partners?

42
Deliverable 6.2: Competitive Analysis
Take some time to explore online and then describe how your imagined
vertical farming concept compares and contrasts with existing solutions.
Describe what already exists, what those solutions do well, and what can be
improved in those solutions. Where do your business and product ft into the
IoT and vertical farming landscape, and what might give you an edge over
your competition?
Guiding question(s):
Who are your competitors?
How do your ideas appear or not appear in the existing solutions?
What are the “next generation” of existing solutions that you can create?
How can you develop a competitive advantage over existing solutions?

43
Deliverable 6.3: Market Opportunities
Vertical farming and simple irrigation can happen without IoT. Think for a
moment about how IoT allows the initial purpose of these systems to be
expanded. Describe what IoT adds to the “hardwired” version of vertical
farming with respect to purpose.
Guiding question(s):
What can an IoT vertical farm do that a “hardwired” vertical farm cannot do?
What additional value does an IoT-enabled vertical farm provide to
end users?

44
Deliverable 6.4: Delivered Value
For this deliverable, describe as best you can the expected value that IoT brings
to the scenario.
Guiding question(s):
How do customers stand to beneft from an IoT vertical farm?
How do other stakeholders stand to beneft from an IoT vertical farm?
Is it possible to sell anything in addition to the plant crops?
In addition to sellable outputs, what reduction of inputs might be expected
(cost savings, improved sustainability, etc.)?

45
Deliverable 6.5: An IoT-Centric Business Model
You have now explored the application of IoT to vertical farming extensively.
Leverage the analyses you have conducted throughout the playbook and
conduct additional research as needed to complete the provided (Business
Model Canvas) table below. Refer to the provided link for additional guidance.

Field Value
Key partners
Partners can help
with optimization,
risk reduction, and
resource acquisition.

Key activities
These are required by
value propositions
and might include
production, solutions,
and infrastructure.

Key resources
These are required by
value propositions and
might include fnancial,
physical, and human
capital, as well as IP.

Value propositions
This is what you
deliver to the
customer and might
relate to novel design,
e°ciency, cost, or
convenience.

46
Field Value
Customer
relationships
This relates to the
closeness and type of
working interactions
you have with
customers. It might
be automated or
personal.

Channels
This describes how
and when in the
process you reach
your potential
customers. It could
be a pre-sale, during
the sales, or an
after-sale process.

Customer
segments
Who are your
customers? List all
potential targeted
customer types.

Cost structure
This describes
your business
goals (cost vs.
value) and might
include
description of
fxed and
variable costs.

47
Field Value
Revenue streams
This relates to where
and how you generate
revenue. It includes
pricing structures and
types of revenue-
generation methods.

48
Additional Notes (optional)

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