A brief experiment on using Canvas for financial organisation SEB. Re-uploaded due to Linkedin took over SlideShare ;-)

1. ©2010TietoCorporation
Sample Canvas:
SEB retail banking
As captured in Open Group
Conference in Stockholm 2010
Heimo Hänninen
Tieto,
heimo.hanninen@tieto.com

2. © 2010 Tieto Corporation
Overview
• I participated in
Business Transformation through Enterprise Architecture
-conference in Stockholm (November 30 - December 1,
2010)
• https://www.opengroup.org/stockholm2010/.
• Dr. Alexander Osterwalder gave an excellent lecture on
“Align Strategy, Process and IT Through Business Model
Architecture“. More about methodology:
• http://www.businessmodelgeneration.com/
• As part of talk, we were asked to test Canvas method by
asking the nine key questions from you neighbor. My
neighbor happened to be a smart lady from SEB bank. After
fifteen minutes I hade a relatively clear picture on SEB
business model at high level.
• Afterwards I sketched out a Canvas based on answers,
which is included in this set.heimo.hanninen@tieto.com2 2010-12-28

3. © 2010 Tieto Corporation
9 Canvas questions to ask
• Customers
1. Customer Segments: The target audience for a business' products and services.
2. Channels: The means by which a company delivers products and services to customers. This
includes the company's marketing and distribution strategy.
3. Customer Relationship: The links a company establishes between itself and its different customer
segments. The process of managing customer relationships is referred to as
customer relationship management.
• Offering
1. Value Proposition: The products and services a business offers. Quoting Osterwalder (2004), a
value proposition "is an overall view of .. products and services that together represent value for a
specific customer segment. It describes the way a firm differentiates itself from its competitors
and is the reason why customers buy from a certain firm and not from another."
• Infrastructure
1. Key Activities: The activities necessary to execute a company's business model.
2. Key Resources: The resources that are necessary to create value for the customer.
3. Partner Network: The business alliances which complement other aspects of the business model.
• Finances
1. Cost Structure: The monetary consequences of the means employed in the business model. A
company's DOC.
2. Revenue Streams: The way a company makes money through a variety of revenue flows. A
company's income.
heimo.hanninen@tieto.com3 2010-12-28

4. © 2010 Tieto Corporation
9 Canvas questions answered
1. Customer Segments:
• Private; Small and mid sized enterprises
2. Channels:
• Branch offices, Internet, Call centers, ATMs
3. Customer Relationship:
• Long term, throughout life cycle phases, Face to face, Online (virtual) for B2C
4. Value Proposition:
• Financial services & advisory, Loans, Payments, Securities, Insurances
5. Key Activities:
• Risk analysis, Offer creation, Customer analysis, Agreements, Capital follow up
6. Key Resources:
• Specialists, IT systems, Branch offices, Capital
7. Partner Network:
• ECB, Other banks, Clearing institutions, Stock markets, Financial regulators
8. Cost Structure:
• Salaries, branch related, Running IT, Partnered services (CRM)
9. Revenue Streams:
• Sales: margin in loans and mortgages, Service fee
heimo.hanninen@tieto.com4 2010-12-28
Then placed in the template

5. © 2010 Tieto Corporation
Key Partners Key Activities
Key Resources
Value
Proposition
Customer
Relationships
Channels
Customer
Segments
Cost Structure Revenue Stream
Bizz model canvas: SEB retail banking
5 heimo.hanninen@tieto.com 2010-12-28
Private
Small and
mid sized
enterprises
•Financial
services &
advisory
•Loans,
•Payments
•Securities
•Insurances
•Long term,
throughout life
cycle phases
•Face to face,
•Online (virtual)
• B2C
•Branch offices
•Internet
•Call centers
•ATMs
•Sales: margin in loans and mortgages
•Service fee
•Specialists
•IT systems
•Branch offices
•Capital
•Risk analysis
•Offer creation
•Customer analysis
•Agreements
•Capital follow up
•ECB
•Other banks
•Clearing
institutions
•Stock markets
•Financial
regulators
•Salaries, branch related
•Running IT
•Partnered services (CRM) Profit