Using the Business Model Canvas developed during the learning activities in modules 2-4, prepare a
business case by expanding each of the nine components of the canvas in the following order:
1. Customer Segments. Identify and analyse at least two (2) customer segments or ‘customer
personas’ who are your targets for the business idea. Each customer segment should include
age, gender and relationships if relevant, locations, interests, communication methods,
drivers, and all other specific characteristics as identified in market research in module 3.
2. Value Proposition. Identify and analyse specific value proposition/s for each customer
segment. Include competitor analysis and how your value proposition provides a gap in the
market and what benefit the idea provides to the customer/s.
3. Channels. Identify and analyse the most appropriate channels to connect with and provide
goods or services to the customer segments. Outline barriers.
4. Customer Relationships. Identify and analyse most appropriate methods to build and
manage relationships with the identified customer segments.