The Business Generator

You should consider these 11 points when planning a product or service

3 min read
The Business Generator

The Business Generator is a modified form of the Business Model Canvas. It serves to include all important criteria when planning a product or service and to think about all important issues in advance. The business generator can be used as a preliminary step to the business plan.

1. Key Partners

Here it is documented whether and which partners are required for the product or service. This can e.g. B. Suppliers, advertising partners, etc.

2. Activities / Methods

The most important tasks are recorded here that have to be mastered in order to be able to offer the product or service as planned and to bring about the desired customer benefit for the customer.

It is also about recurring tasks that are essential for the success of the business.

3. Ways To The Customer

The question of how the product or service can be offered should also be recorded in the business generator. What options are there for potential customers to become aware of the product/service. Possible channels are e.g. B. your own homepage, advertising and company profile on various social media platforms, advertising on TV/radio, etc.

4. Customer Segment

Here it is noted which target group(s) should be addressed. This should be established very early on, so that the service offered can be precisely tailored to the needs and expectations.

5. Expenses

Especially at the beginning of the planning, it is important to know exactly what your expenses are. In this segment, a cost structure can help to keep track. Not only the fixed and variable costs can be shown here, but also all other "spontaneous" expenses that may arise at the beginning.

6. Product / Service

This field documents in detail which product or service is actually to be offered.

It makes sense to also describe different variants or characteristics, if there are any. A product variant is a modified form of the original product.

The characteristics of the product (e.g. size, color, shape) or the service (individuality, special work materials or tools, special know-how) should also be recorded here.

It's also important to write down unique selling propositions (how do I differentiate this product or service from the competition?).

7. What Principles

Here it is noted which principles ​​are to be conveyed. What does the product/service stand for. How should it affect the target group? Principles ​​can be quality, environmental awareness, individuality, family friendliness, etc.

How and in what form the listed principles ​​are actually conveyed is a further technical marketing question. This is not answered in this field.

8. Revenue

All income to be generated is listed here.

A price calculation is required for this. The potential number of customers should also be forecast. The potential income can only be calculated using these two factors (price and number of customers).

When filling out the Business Generator, you should also think about the possibilities of income. Are there other possible sources of income besides "pure" product sales (such as advice, training, subscriptions, etc.)?

9. Resources

The required resources are noted in this segment. What do you need for the product/service. Where do you get these resources from? Any required storage rooms, storage capacities, personnel, capital are also documented here.

10. My Win

This is about defining the personal "why".

Of course you want to be profitable with your product or service. However, this field is not about financial motivation.

The personal why could e.g. B. Improving the quality of life of the target group(s), optimization / further development of an already existing product. Social or societal goals can also be noted here.

The more precisely the goal is recorded, the easier it is to set up and expand your business model.

11. Customer Benefit

This field answers the question of which customer needs are satisfied by purchasing the product or service. Based on this, the customer benefit is defined . This can e.g. E.g. safety, time saving, comfort, money saving. Being aware of this in advance helps to prepare optimally for sales talks. A customer will only buy a product or service if he is convinced of its usefulness.

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