Subject: Marketing, Essay

Topic: Business Enterprise
Instructions:
Background reading
• Osterwalder, A. Business model generation: a handbook for visionaries, game changers, and challengers. Hoboken, NJ, Wiley.

Pick one of these two companies…
1. Groupon.com
2. Spotify.com

For your chosen company…

1. Map a business model canvas (BMC)
• A template for the BMC is attached at the end of this document, incl. pointers to help you fill out the canvas
• You can download an official template of the BMC here

http://www.businessmodelgeneration.com/canvas

• The BMC does not count towards the word count

2. Describe the business using the BMC (750-800 words)
• Provide a succinct description of the key nine building blocks of your chosen company (max 100 words per section)

a. Customer segments
b. What is the company’s value proposition
c. Channels
d. Customer Relationships
e. Revenue streams
f. Key Resources
g. Key Activities
h. Key Partnerships
i. Cost Structure

3. Identify and discuss the business model pattern (200-250 words)
• With reference to Chapter 2 of Business Model Generation, discuss if your chosen business shows elements of one or several of the following business model patterns:
a. Long Tail
b. Multi-Sided Platform
c. Free as Business Model
• Briefly describe the identified business model pattern and how it applies to your chosen business
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