Lean Canvas in Action - Part II

Moving on with our example, the next step is to define the channels.

Channels
This section defines how we are going to reach our customer segment, attract them to come and use our site. In the early stages of our product, we are looking to learn from our early adopters, what is working or not to perform A/B testing and to feed that learning back into our site. Channels can be grouped into three categories: Owned, Payed and Earned. Here are some examples of these categories:

Owned:

1. Company's Web sites (our product)
2. Company's Blog
3. Company's Facebook Page
4. YouTube Channel 
5. Company's Twitter account
6. E-mail newsletter

Payed:

1. Pay-Per-Click campaigns (AdWords)
2. Display ads such as banners

Earned:

1. Facebook fans, likes and shares
2. Tweeter followers and RT (retweets)
3. RSS feed subscribers

Some channels that we are going to use for our site are listed below.

1. Our Web Site
2. iStore for distribution of our mobile app
3. We are going to use this blog to generate awareness
4. Google is our best friend - invest in key word research
5. Benefit from you social network
6. YouTube is for free
7. Facebook and Twitter to communicate with your followers
8. Word of mouth
9. Limited investment in AdWords

In the early stages of the project, during the product testing, it is hard to spend marketing dollars and efforts on SEM or any other marketing program (TV, prints, or trade shows).

Great. The next step is to figure out how we are going to monetize our property? It is time to identify revenue streams.

Revenue Streams
The time came to proof our business' viability. Even with a minimum viable product, we still need to proof that the problem trying to be solved is worth solving. If the customer is willing to pay for the service or product, it proofs that it gives him value. On the other hand, there is a strong argument to defer pricing in order to accelerate the initial learning.

In our case, we are going to provide free membership to the groom, bride, family members and friends. Also, we are providing a free limited membership to all service providers. Where is the revenue coming from then? Here are channels that will bring us revenue:

1. Advertising space
2. Extended functionality for service providers, for example:
1. Functionality to upload marketing material (movies, images)
2. Functionality to upload and maintain catalogues
3. Functionality to participate in bidding offers
3. E-commerce (affiliate programs)

And the next question is how much is this going to cost us? We need to identify all our expenses in this block.

Cost Structure
Here we need to list all cost; so lets do it.

1. Cost for initial interview sessions (~50 customers - from different segments)
2. Cost of building MVP
3. Initial cost of production hosting (cloud solution)
4. Ongoing cost for marketing team
5. Ongoing cost for development team

Now we can use our revenue stream and cost structure to calculate a break-even point and estimate how much time, effort and funding we need to get there.

Key Metrics

Yes, it came time to measure how our business is doing. We need to identify key metrics that will provide us real time update. It is important for us to identify actionable metrics; here we go:

1. How many sign-ups - end users
2. How many wedding planners created
3. How many friends/family members invited
4. How many mobile apps downloaded and actively used (actively needs to be define as well)

I am going to stop here with my metrics as this is enough for the initial release. It provides an indication if my end user likes my product and is willing to use it or not.

And the last step is to identify its Unfair Advantage.

Unfair Advantage

Something that others cannot copy so easily. Here are few examples:

1. Brand recognition
2. Existing customer base
3. Personal authority in the space
4. Know how - patent holding

This is very difficult to identify and that is why it has been left for the end. In my case, I am going to leave it blank - let's keep it as my little secret).

We have arrived at the end of our first canvas. What is left now is to experiment with all our assumptions (or how they call them these days: hypotheses).

The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses  Eric Ries $14.32

Running Lean: Iterate from Plan A to a Plan That Works (Lean (O'Reilly))  Ash Maurya $16.49

Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers  Alexander Osterwalder $20.21

The Startup Owner's Manual: The Step-By-Step Guide for Building a Great Company  Steve Blank $23.50