Modelo CANVAS ~ El inicio de la ruta

Estimados lectores:

En la publicación anterior tuve el placer de comentarles los problemas que presentaba una amiga con un emprendimiento de café, y después de una serie de preguntas generamos un modelo CANVAS para su desarrollo. A continuación les presento los resultados obtenidos:

Antes de comenzar les comentaré de que se trata este modelo y que persigue.

El modelo es una metodología del libro Business Model Generation de Alexander Osterwalder e Yves Pigneur en el que se presenta una herramienta estupenda para crear y diseñar modelos de negocio de una forma simple, organizada (Enfatizo esta palabra ya que la necesidad de tener un negocio organizado es una de las claves del éxito) y dinámica.

Ahora bien, recomiendo la explicación de merca20 en la que gráficamente nos ubica en islas, para empezar a generar preguntas claves:

1. Clientes: Los grupos de personas a los cuales se quiere ofrecer el producto/servicio. Y esta es la base de nuestro negocio y pensar claramente nuestro segmento del mercado. Por lo tanto la primera pregunta que debemos hacer es: ¿Quienes son tus/nuestros clientes?

En el caso del café se pensó en un nicho del mercado, quien se sintiera en confort visitando el sitio y que busquen una opción express a su rutina. Un segmento trabajador de 25 - 40 años, en su mayor parte profesionales.

2. Propuesta de valor: se basa en conocer a detalle cual es el producto brindado. No solo el producto como tal, sino la propiedades de este para el cliente. Para desarrollar este punto las preguntas claves son: ¿Qué valor estamos ofreciendo a los clientes? ¿Qué problemas solucionamos? ¿Qué necesidad satisfacemos? ¿Qué beneficios aporta?

Es importante que en nuestro caso particular, nuestro producto es el café pero no nos quedamos en solo el café sino en la preparación al estilo hogareño y artesanal que hace que el expreso conserve el aroma de que fue molido a comienzo de la mañana. Servido rápido. A su vez, están los  acompañantes que siendo cocineros extranjeros brindan una gastronomía culinaria innovadora.

Este punto es más extenso, ya que detallas uno a uno los beneficios de tus productos y esto es fuente para conocer que mercadeo le darás a tus productos.

3. Canales: Se centra en como se entrega la propuesta de valor a los clientes (a cada segmento). Es Conocer el ¿Cómo? comunicar, alcanzar y entregar la propuesta de valor a los clientes. ¿Cuales son los canales para atender a los clientes y como nos daremos a conocer con ellos?

El canal de atención va a ser directo en el punto de venta. Sin embargo, las comunicaciones serán a través de medios digitales y será una campaña en busca (Post anterior) de atención y crear consciencia de nuestra existencia, producto y eventos. En estos medios también se presentan los influenciadores destacados del segmento meta.

4. Relación con los clientes: en este punto no se estudia la parte tangible del negocio, sino la parte intangible. ¿Qué esperarán los clientes cuando utilicen el producto?, Se espera que todas las marcas sean una lovely mark, pero no todas lo logran del mismo modo.

"Al principio quería un uniforme negro y que los haga sentir en un sitio elegante, ahora cambié de parecer y quiero que usen colores vivos y desde la entrada se sienta el sabor artesanal"  - Este cambio refleja un cambio en la relación con el cliente, los sitios elegantes pocas veces sientes una relación con la persona que te atiende, en cambio en sitios más tradicionales la persona que te atienda genera una relación con el cliente.

5. Fuente de Ingresos: la forma en que la compañía genera dinero. Se diría que siempre los clientes son los que pagan por el producto. Sin embargo, quien recibe el producto no siempre es el que paga por ello. Ejemplo: Una compañía que presta Spa para empleados de empresas; Los que reciben el servicio son los empleados, pero quien paga por el servicio es la empresa que contrata.

En este caso es fácil identificar que el cliente final, el cliente de punto y el pagador son la misma persona. Sin embargo, se debe plantear el margen de ganancia. Para ello les invito a revisar la publicación del calculo del precio.

 6. Recursos: consideramos los elementos necesarios para le funcionamiento del negocio, así como tipo, cantidad e intensidad, es importante vincular este punto con el siguiente. En este tomamos: capital humano, departamento, maquinaria, equipos, etc.

¿Quién atiende? ¿Qué o Quién cocina? ¿Qué cocina? ¿Quién cobra? fueron algunas de las preguntas que tomamos para desarrollar este punto.

7. Actividades claves: Que actividades se deben realizar para desarrollar la puesta en marcha del negocio. Y este punto esta estrechamente relacionado al punto anterior. Así que es recomendable preguntarse en el punto 6 y 7. ¿Qué hay que hacer?¿Quien lo va a hacer?

Llevarán redes sociales, entonces es una campaña de mercadeo que debe tener a alguien responsable. Atender, Cocinar,  Producir, Comprar, Moler el café (Destaco que aunque puede tomarse como algo normal, esto se transforma en una actividad clave dado que un café recién molido esta presente en su propuesta de valor) y otros puntos que conforman las actividades claves.

8. Socios: Son aquellas alianzas necesarias para ejecutar el modelo de negocio con garantías, que complementen las capacidades y optimicen la propuesta de valor: la co-creación es imprescindible hoy en día en los negocios. Ojo: No solo son aquellas alianzas financieras, sino también con proveedores, agencias de mercadeo, otros productores.

Aunque actualmente posee una fuerte alianza con el fondo de comercio y desarrollo, los aliados más importante de su negocio son los proveedores y allí es donde debe garantizar: 1. La disponibilidad de la materia prima y 2. La alianza con los mayoristas.

9. Por ultimo de la metodología CANVAS, los costos asociados al negocio: Describe todos los costes en los que se incurren al operar el modelo de negocio. Se trata de conocer y optimizar las costes para intentar diseñar un modelo de negocio sostenible, eficiente y escalable.

Vuelvo a recurrir a un post anterior, en el cual permite calcular los costos asociados al producto. Y en este debemos tomar: equipos, materiales, mano de obra, alquileres, equipos, utensilios, transporte, pago de servicios, derecho de frente, etc.

Como observaron la metodología es sumamente sencilla y fácil de planificar. Sin embargo, planificar es sencillo en comparación de ponerlo en marcha y hacer que se ajuste a lo planeado. Para más referencia pueden guiarse a través de este vídeo o los invito a generar sus dudas en el enlace de contacto de mi página web.

Saludos,
JSalvadorB 

Why develop your employees from the bottom?

Dear Readers,

Again, I bring a theme to this blog by recent experience,

I find myself taking up a project team and decide to hire local employees to continue execution. When I were checking the information in the map and contrasted with the reality I found a lot of gaps, I asked the reason for this loss of information and the employees answered: "They just told us what we going  to do, they never mentioned why"

Is not the first time I saw something similar, and I assume also to many of you; who exercise a supervisory or management role. Moreover, the question I hear is: Which one is the rewards if we waste time explaining the target of the work, if they will not understand (using, work, research, etc.)? - What a great disappointment to hear those words, in that way I hope this post could answer that WHY.

First, the benefits of communicate:

The short time we have, is a short time to work. But, we don’t explain to the team, how relevant are the roles, and the relations with the final product. If you are the person who have the communication with the staff, you must to explain the benefits of the labor, and how that will work until you finish.

When working in installation or construction, I easy for the staff drill, trench or build; but they do not know in what they are working. I bring you some reasons to communicate:

• Integrate and motivate the team, take the time to explain to the people what we are doing allows them to feel part of the project and become involved with having a final product. In this point is important to communicate the time, goals and customer requirements. For example, in e-commerce the companies have a department that handled pricing, this department as its name suggests is responsible for giving an estimated customers of the products published price. However it was not until they explained the importance of they work with the final purchase that the team start to have the results expected.
• Advertise of the work of the company, If the staff know the work that is being done, That will be a benefit for both the company and the employee. The popular voice is powerful and we cannot forget that employees could communicate what the company does.
• Get new ideas, when required finding a solution to a particular problem and must be decided in the right moment,talk with staff and find alternatives to them it can become much more beneficial than some believe. Sometimes these people are very experienced in the field, and already had a similar problem before, so listen to new ideas can clarify biased minds. "Field decisions should be taken in the field. Not behind a desk"
• Preventing risks and damage to the project, having acknowledge about the project and the specifications of the materials the staff will be more carefully with the use. For example in the drop of cables, you must be alert to don’t bend it.
• The image of the company, a company is judge based on the quality and acknowledge of their staff, not just the professional staff also by the executor.

For example, Company A and B are in the same market, A reporter select one of the regular employees of the company A and asked which one is his position and he does? - The answer - I am part of the assembly staff, we take care practiced mind to fortify the pipes that connect the exhaust of the engine room and capacitors. After that, the reporter ask the same question to the company B, and the answer were: I am assembler, and here joined the pipes from here to the end of the hall.

The question is: what company provides a better image through their employees?

Second, the benefits of develop:

When looking on the bright side of providing an improved knowledge of individuals rescued a post that LinkedIn saw a few months ago, saying:

The CFO ask to CEO: - What if we invest in the development of our staff and they go out?
The CEO answered: What if we do not do it and they stay?

Develop a person does not always mean a big investment, or requires to send them to courses outside the company. Otherwise, you can encourage them to employees and supervisors transmit knowledge. The great concern of many is: "I will teach my future replacement." To do this requires:

1. Explain that it will not be a replacement, and this training will allow the company to increase the workload.
2. Facilitate teaching concepts and models, so they can be offer in the organization.
3. Start from senior positions and work down. Persuade by example.
4. Ask upgrade scenarios in which you should prepare a list of information to be filled. I recommend the following publication detailing steps to this transition: Happy Ending

    My father taught me: "It is not always promote a good technical to supervisor; you can lose a great technical and earn a bad supervisor"

True, but perhaps since they are technicians, the bosses could transmit the necessary knowledge to take this step, if they are invited to meetings as a listener, or are taken in consideration to know their views and indirectly those undergoing the evaluation. Those are also alternatives.

Many companies offer bonuses to reward an employee to train other and having each promotion within the company, another option is to include this element in the staff evaluations,

Among the benefits we are:

• Increased workload; you can have more experienced field supervisors.
• Improve work performance; if you have a motivated staff always work better.
• Reduce the indispensability of a person; you could considerate a plan B with some employees.
• Exalt the reputation of the company; a satisfied employee with the knowledge acquired in his previous job will speak better.

In addition, never forget that work teams are comparable with the wolves; they seek the survival of the herd before they own survive,

I hope these benefits could be interesting and considered for implementation,

Regards,

JSalvadorB

How to use storytelling to sell an idea

Dear Readers,

One of the responsibilities of the management position that you must do in the meetings is to propose new ideas to a committee, and find how those ideas could be approved.

In particular, I like to have background material based on two main elements:

Neurolinguistics programming (NLP) and storytelling. Both can be consolidated into presentations. Something important of the presentations is the 80% - 83% of 80 percent of the sensory information the brain receives comes from our eyes (1)(2)

NLP

Neurolinguistics programming studying the structure of subjective experience. This argues that we think and act based on our internal considerations and not an objective view of how the world actually.
In other words if we break down its acronym expression "Neuro Linguistic Programming" can be described as follows:
Program: results and internal stimulation are a consequence of a set of mental beliefs (programs), which could be modified and / or replaced.
Neuro: Our experience about the universe, how is it, how we receive and process information through our neurological system: The Five Senses.
Language: We give meaning to what we experience through language. Our language patterns are an expression of who we are and how we think.

If we understand that concept and we know the target, we may use appropriate language for the message will be better received. Using appropriate colors for the partners, you could have a better perception.

For example, If you have showing an idea for one of the founders of the company, you can use in one of the slide the logo with which it was founded.

• Other considerations that you can take:
• Use colors with sitting identified the company.
•  Emphasize ideas you want to convey, or highlight. If we are talking about projections and the key word is change, you can use bold to enhance reading.
• Allocate resources using colors more visible that activity it's up to each department.
•  Avoid excessive use of text and find images that represent them.

One publications from the marketing expert Seth Godin who published "Really Bad PowerPoint", a paper about the bad use of PowerPoint for presentations. If you want read it, use the next link.

When I had the opportunity to promote my entrepreneurship with the use of these elements, I sought to convey a professional and fun environment, achieving the following results: presentation (TECHNOX3000).

Storytelling

When we seek to raise a new idea is not only that the committee discuss it seems good enough for passage. However, this idea is a product that is required to sell the right way to people who have to face.

The storytelling is used as a marketing technique in which it is intended that potential customers feel involved with the context and situation in which he could or could be involved arises.

The advantages of this connection with the audience is diverse, but will highlight the ones I like to use, such as providing a context, appeal to an emotional side and make it easy to remember.

Using this technique illustratively, they can get the audience is fully attuned to the problem before selling the solution (the idea).

I had the opportunity to sell an idea that although it was small, looking to innovate and add an additional process to the relationship with customers. This procedure most experienced salespeople in the company regarded it as unnecessary, so the sale of the product is required to meet with the appropriate situation to sell the idea.

In this link you will see the start of the presentation to generate the storytelling: presentation.

To learn more about storytelling I leave this link.

Following these two items, we can better communicate in selling ideas.

I hope that will be helpful for future meetings

Regards,

Jsalvadorb