Tutorial - Week 8
Business Model Canvas &
Value Proposition Canvas
Unit EGH419: Advanced Design and Entrepreneurship
Faculty of Engineering
TEQSA Provider ID PRV12079 Australian University | CRICOS No. 00213J
EGH419 – 2025
Faculty of Engineering
TEQSA Provider ID PRV12079 Australian University | CRICOS No. 00213J
EGH419 – 2025
Faculty of Engineering
Overview
• Business Model Canvas Recap
05 minutes
• Business Model Canvas Activity
15 minutes
• Value Proposition Canvas
15 minutes
• Value Proposition Canvas Activity
15 minutes
• Assessment 2 discussion and questions
70 minutes
TEQSA Provider ID PRV12079 Australian University | CRICOS No. 00213J
EGH419 – 2025
Faculty of Engineering
Business Model Canvas (Recap)
• A visual representation of
the Business Model
• Gives a holistic view
• Iterative
• Strategic
• Communication tool
• Reduces innovation risk
• Easy
TEQSA Provider ID PRV12079 Australian University | CRICOS No. 00213J
EGH419 – 2025
Faculty of Engineering
The value side
• Customer Segments
Group your customers based on their
common attributes.
• Value Propositions
Define the value that you create (either
quantitative or qualitative)
• Channels
How do you communicate with or reach
your customer segment
• Customer Relationships
How do you connect with your
customers
• Revenue Streams
Monetisation of the generated value
through multiple channels
TEQSA Provider ID PRV12079 Australian University | CRICOS No. 00213J
EGH419 – 2025
Faculty of Engineering
The cost side
• Key Resources
Important requirements for creation of
the proposed value
• Key Activities
Crucial actions to perform for value
creation and delivery
• Key Partnerships
Your allies that help you acquire
resources, reduce risk, or optimise
• Cost Structure
All costs incurred in delivering the
value you create
TEQSA Provider ID PRV12079 Australian University | CRICOS No. 00213J
EGH419 – 2025
Faculty of Engineering
Example: Apple Air-Pods
Product
design
Engineering
Manufacturers
Manufacturing
Distribution
Logistics
providers
Good quality
audio wirelessly
Marketing
Integration
with other
Apple
devices
Existing device
ecosystem
Retailers
Design and
manufacturing
Capability
EGH419 – 2025
Faculty of Engineering
User
friendly
Marketing
Distribution
Manufacturing
TEQSA Provider ID PRV12079 Australian University | CRICOS No. 00213J
Broad
Range of
customers
Design
Brand
value
Research
& dev.
Customer
support,
Brand image,
marketing
Retail
stores
Online
store
Music lovers,
young users,
professionals
Authorised
resellers
Product
sales
Potential
subscriptions
Value Proposition Canvas
• Extension to the Business
Model Canvas
• Has 2 sides
• Customer Profile
• Value Map
• Designed to achieve a fit
for your customer and
product
TEQSA Provider ID PRV12079 Australian University | CRICOS No. 00213J
EGH419 – 2025
Faculty of Engineering
Customer profile side
• Customer Jobs
• What is the customer trying to achieve
• Tasks the customer needs to do or get
done
• Pains
• In doing these jobs/tasks what difficulties
does the customer face
• What are the root causes to these pains
• Negative experiences, emotions, or risks
• Gains
• Benefits the customer expects
• Expected – desired – unexpected gains
TEQSA Provider ID PRV12079 Australian University | CRICOS No. 00213J
EGH419 – 2025
Faculty of Engineering
Value map side
• Products and Services
• Your offering to help customers do their jobs
• Product or service for a specific task
• Pain Relievers
• How do you ease customers’ pain points
• What specific issues you address
• Gain Creators
• How do you create gain beyond just features
• Address multiple pains and create multiple
gains
• Deliver unexpected gains
TEQSA Provider ID PRV12079 Australian University | CRICOS No. 00213J
EGH419 – 2025
Faculty of Engineering
Example: Apple Air-Pods
Excellent audio
experience
Hands
free calls
Convenience,
portable
Staying
connected
Wireless
buds
Apple
integration
Trendy
accessory
Trendy
Good
audio
Music
Podcasts
Easy
Charging
Integration
Charging
case
TEQSA Provider ID PRV12079 Australian University | CRICOS No. 00213J
Faculty of Engineering
Tangled
wires
Bulky,
inconvenient
Calls
No wires
Buds
tracking
EGH419 – 2025
Portable
No outside
noise
Losing
buds
Constant
charge
Assessment 2
Discussion
TEQSA Provider ID PRV12079 Australian University | CRICOS No. 00213J
EGH419 – 2025
Faculty of Engineering
0
