1. Jeffrey Tjendra
INTRODUCTION TO BUSINESS INNOVATION DESIGN CANVAS

2. Business Innovation Design can be used in 2 modes.

3. As an in-depth methodology to guide organizations how to innovate and growth.

4. As a surface-level overview to map the flow of value in a business.

5. BID Canvas is a visualization map of how a business identifies, creates and delivers value.

6. Map the existing state of the business in a big-pict ure, to be understood at a glance.

7. Map what is identified as valuable to target customers.

8. Map the value created and how to deliver it to the target customers.

9. Keep track with progress-based goals by charting milestones.

10. How to use BID Canvas.

11. Follow the numbered sequence. One key question is asked at each of 24 blocks.

12. Case Study: Spec

13. Songza for
food
SaaS with
mobile
app and
web app
1. What is your value proposition?
Spec visualizes nutritional values of
ingredients and provides personalized
DRI for health-conscious consumers
who have lack of knowledge about what
and how much nutrients consist inside
an ingredient and served food.

14. 2. Who are your users and paying clients?
Dietician /
nutritionist
Pro /
Amateur
athletes
Pharma
Firms
Restaurants
Health-consious
individuals
Supermarket
Chains
Food
Manufacturers
Healthcare
professionals
including
doctors and
nurses

15. 3. What problems you are solving?
The inability to understand nutritional
values from the nutritional label printed
on packaged food products. The nutritional
label is created by dieticians who are
well-versed in the language of science.
Therefore general food consumers do not
know how to read and cannot understand
nutritional values from labels.
The lack of knowledge about what and
how much nutrients consist within an
ingredient, and served food. This lack
of knowledge leads to poor decision on
ingredients and served food selections,
which contributes to the decline of
physical well-being.

16. 4. What is the future vision of your idea/business?
We have a vision to enable people
to consume food responsibly by
understanding nutritional values of
food.

17. 5. What trends are affecting your industry that will impact your idea/business?
Health-conscious
consumption
Quantified
Self
Data
Visualization
The Internet
of Things
Wearable
Technology
Regulation for
restaurants
to declare
calories on
menus
Accessing
information
anywhere,
anytime.
Cloud
Computing

18. 6. What are the possible usage scenarios of your idea/value offerings?
Nutritionist and nurses will use Spec
as a handy reference to food nutrition
whenever they need to provide healthy
food advisory to patients and clients.
Chefs will use Spec as a handy reference
to food nutrition whenever they
require to cook food that require health
sensitivity. They will also use Spec to
deepen their muscle memory of the top
3 nutrients within ingredients.
Athletes will use Spec to know what
ingredients to eat and not eat that,
and which point in time depending on
their schedule. They will also use Nitro
to plan for daily, weekly, and monthly
meals.
Food retailers will use Spec to validate
their food product’s health quality to
give their customers accessibility in
knowing the nutritional benefits of their
store’s products.

19. 7. What are the main products, services and features that define the idea/business?
Search bar
Personalized
DRI
Photographic
image of
ingredients
with
transparent
background
Nutrient
visualization
Ingredient
database
Browse
nutrition
by different
categories
Recipe
generation
from
ingredients
Top 3
nutrients
within each
ingredients

20. 8. Which products, services, or features need to be implemented next?
Ver.1
Ingredient
database
Ver.1
Search Bar
Ver. 3
Photographic
image of
ingredients with
transparent
background
Ver. 1
Browse
nutrition
by different
categories
Ver. 3
Recipe
generation
from
ingredients
Ver. 1
Nutrient
Visualization
Ver. 2
Personalized
DRI
Ver. 1
Top 3
nutrients
within each
ingredients

21. Target customers will use Spec to
aid them in research, browsing, and
decision-making process to help make
their work more efficient.
Experiment: Pilot run, user interview
Users will use Spec as in the public to
quickly asssess their served food and
ingredients to aid them in making
choices about food consumption.
Experiment: Observation, user testing
9. What key assumptions need to be tested and validated?

22. Which
department
purchases
your
equipment?
How are
you doing a
certain task
right now?
10. What questions need to be asked to discover new insights or validate assumptions?
Under what
conditions will
you use this
product?
Can you tell
me how you
will use this
product?

23. 11. What key activities needed to create, deliver, and maintain your value?
App
development
Conduct
ethngoraphy
research
Design user
experience
Collect and
synthesize
data
Nutrition
database
update
User testing
Acquire a
variety of
database
sources
Sell database
to clients
Extract
nutrition info
for clients
Create food
packaging
label

24. 12. Who should you form partnership with to co-create new values?
Sports
institutions
and gyms
Healthcare
institutions
Government:
Ministry of Health
Canadian food
retailers incl.
Loblaws, No Frills,
Metro, Sobey’s,
Longo’s, Food
Basics

25. 13. What resources are necessary to deliver your value offerings and operate your business?
Ingredient
database Office space Spectrometer
Seed funding UI Designers Mentors

26. 14. What are the fixed and variable costs incurred to deliver and maintain your value
offerings and your business?
Fixed:
Office space
Variable:
Salary
Fixed:
Software
Variable:
Utilities
Variable:
Travel
Fixed:
IT servers
Variable:
Admin

27. 15. How is money generated from value offerings?
For B2C users
Freemium: users will be able to use
basic features free, and to gain premium
access to their personalized DRI, users
will need to pay one-time fee.
For B2B customers
Subscription: customers will need to
gain premium access to all contents and
features by purchasing monthly/annual
subscription.
For B2B customers
Licensing: we will license the usage
of our Spec’s visualization and
personalized DRI system to health/food
companies to create a new app under
their name, powered by Spec.

28. 16. What is the pricing structure of your value offerings based on the revenue model?
For B2C users
Freemium: One-time fee
$1.99 per user
For B2B customers
Subscription: Monthly/annual
$40/mth
$400/yr
For B2B customers
Licensing Spec system
$12,000/yr

29. 17. How much investment funds needed to develop the idea and grow your business?
$50,000 seed
funding

30. 18. How are you going to reach out to your target customers?
Word of
mouth Website
Personal
introductions
and referrals
Endorsements
from food/
health
organizations
Email
newsletter
Press features
from tech and
food blogs
Social media:
Facebook
Pitching and
speaking at
local events
Food/Health
related online
forums

31. 19. How are you building relationships with your target customers?
We want to build a relationship with our
customers by becoming their “friend-nutritionist-
teacher” to meet their
real-time needs by letting them easily
find ingredients, visualize nutritional
benefits and guide them in their food
consumption decisions.

32. 20. What is your sales process to close leads?
B2C
1. Submit app in App Store and Google
Play
2. User download from channels
3. User registers for personalized DRI
4. User pays for access after registration
B2B
1. Prepare Spec for Healthcare demo
2. User requests for demo
3. Demonstrate app
4. User subscribes or acquire licensing.

33. 21. What new products, services and features will be launched in the future?
Save food
products
Nutrition
value maker
Plan meal
schedules
Service:
nutrition
extractor
Cooking
techniques
visualization
Recipe-creation

34. 22. What metrics are used to measure progress?
Acquistion: #
of user sign
ups
Engagement:
% of meal
planning
completion
Acquistion: #
of visitors
Activation: %
of registration
completed
Engagement:
# of searches
per person

35. 23. What activities need to be taken to achieve the metrics?
Extract
nutrition
value of
clients’ food
products
Implement
save food and
meal planning
Secure
partnership
with nutriton
database
sources
Increase
subscription
of food
manufacturers
Partnership
with
supermarkets
to implement
visual system

36. 24. What actions need to be taken immediately?
Redesign UI
Source for
potential
stakeholders
Create brand
identity
Upload
database

37. What are the key milestones to keep you on track?
Q4 2013
Built MVP and
added new
team members
at Hackathon
2014
Acquire seed
funding
First licensed
client
Launched
alpha version 100 user base
First
partnership
with
healthcare
institution
Partnership
with Ministry
of Health
500 user base 1000 user base 5000 user base 10000 user
base
Q1 2013
Formed a
team from
design,
tech, and
healthcare

38. Q4 2013
Built MVP and
added new
team members
at Hackathon
2014
Acquire seed
funding
First licensed
client
Launched
alpha version
First
partnership
with
healthcare
institution
Partnership
with Ministry
of Health
100 user base
500 user base
1000 user base
5000 user base
10000 user
base
Q1 2013
Formed a
team from
design,
tech, and
healthcare
Redesign UI
Source for
potential
stakeholders
Redesign UX
Upload
database
# of
downloads
from App
Store
Landing
Page email
subscription
ˆebsiteˆ page
views, visitors,
unique
visitors,
referrers
ˆonversion
rate from free
to premium
ˆonversion
rate from free
to licensed
Facebookˆ
Likes,
ˆngagement
Level, Shares
ˆustomer
feedback
Pilot run
ˆbservation
User testing
Market
research
ˆustomer
intervention
ˆustomer
interview
ˆata analytics
Spec for
dieticians
Spec for
athletes
Spec for chefs
and cooks
B2B
1ˆ Prepare Spec for Healthcare demo
2ˆ User requests for demo
3ˆ ˆemonstrate app
4ˆ User subscribes or acquire licensingˆ
B2ˆ
1ˆ Submit app in App Store and ˆoogle
Play
2ˆ User download from channels
3ˆ User registers for personaliˆed ˆRI
4ˆ User pays for access after registration
ˆord of
mouth ˆebsite
Personal
introductions
and referrals
ˆndorsements
from foodˆ
health
organiˆations
ˆmail
newsletter
Press features
from tech and
food blogs
Social mediaˆ
Facebook
Pitching and
speaking at
local events
FoodˆHealth
related online
forums
ˆ50,000 seed
funding
Fiˆedˆ
Fiˆedˆ
Software
Fiˆedˆ
Iˆ servers
Variableˆ
Salary
Variableˆ
Utilities
Variableˆ
ˆravel
Variableˆ
Admin
Ingredient
database Spectrometer
Seed funding
UI ˆesigners
Mentors
Sports
institutions
and gyms
Healthcare
institutions
ˆovernmentˆ
Ministry of Health
ˆanadian food
retailers inclˆ
Loblaws, ˆo Frills,
Metro, Sobeyˆs,
Longoˆs, Food
Basics
ˆesign user
eˆperience
ˆollect and
synthesiˆe
data
App
development
ˆonduct
ethngoraphy
research
ˆutrition
database
update
User testing
Verˆ 3
Photographic
image of
ingredients with
transparent
background
Verˆ 3
Recipe
generation
from
ingredients
Verˆ 1
ˆutrient
Visualiˆation
Verˆ 2
Personaliˆed
ˆRI
Verˆ1
Ingredient
database
Verˆ1
Search Bar
Verˆ 1
Browse
nutrition
by different
categories
Verˆ 1
ˆop 3
nutrients
within each
ingredients
Personaliˆed
ˆRI
Photographic
image of
ingredients
with
transparent
background
ˆutrient
visualiˆation
Browse
nutrition
by different
categories
Ingredient Search bar
database
Recipe
generation
from
ingredients
ˆop 3
nutrients
within each
ingredients
Healthˆ
conscious
consumption Self
ˆata
Visualiˆation
ˆhe Internet
of ˆhings
ˆearable
ˆechnology
Regulation for
restaurants
to declare
calories on
menus
Accessing
information
anywhere,
anytimeˆ
ˆloud
ˆomputing
Ministry of
Health
Healthˆ
consious
chefs and
cooks
ˆietician ˆ
nutritionist
Pro ˆ
Amateur
athletes
Food
Healthcare retailers
professionals
including
doctors and
nurses
ˆe have a vision to enable people
to make healthy food choices by
understanding nutritional values of
foodˆ
Spec visualiˆes nutritional values of
ingredients and provides personaliˆed
ˆRI for healthˆconscious consumers
who have lack of knowledge about what
and how much nutrients consist inside
an ingredient and served foodˆ
Songˆa for
food
SaaS with
mobile
app and
web app
ˆutritionist and nurses will use Spec
as a handy reference to food nutrition
whenever they need to provide healthy
food advisory to patients and clientsˆ
ˆhefs will use Spec as a handy reference
to food nutrition whenever they
require to cook food that require health
sensitivityˆ ˆhey will also use Spec to
deepen their muscle memory of the top
3 nutrients within ingredientsˆ
Athletes will use Spec to know what
ingredients to eat and not eat that,
and which point in time depending on
their scheduleˆ ˆhey will also use ˆitro
to plan for daily, weekly, and monthly
mealsˆ
Food retailers will use Spec to validate
their food productˆs health quality to
give their customers accessibility in
storeˆs productsˆ
ˆe want to build a relationship with our
customers by becoming their ˆfriendˆ
nutritionistˆteacherˆ to meet their
realˆtime needs by letting them easily
consumption decisionsˆ
ˆarget customers will use Spec to
aid them in research, browsing, and
decisionˆmaking process to help make
ˆˆperimentˆ Pilot run u,ser interview
Users will use Spec as in the public to
quickly asssess their served food and
ingredients to aid them in making
choices about food consumptionˆ
ˆˆperimentˆ ˆbsevration, user testing
For B2ˆ users
Freemiumˆ users will be able to use
basic features free, and to gain premium
access to their personaliˆed ˆRI, users
will need to pay oneˆtime feeˆ
For B2B customers
Subscriptionˆ customers will need to
gain premium access to all contents and
features by purchasing monthlyˆannual
subscriptionˆ
For B2B customers
Licensingˆ we will license the usage
of our Specˆs visualiˆation and
personaliˆed ˆRI system to healthˆfood
companies to create a new app under
their name, powered by Specˆ
For B2ˆ users
Freemiumˆ ˆneˆtimee fe
ˆ1ˆˆˆ per user
For B2B customers
Subscriptionˆ Monthlyˆannua l
ˆ40ˆmth
ˆ400ˆyr
For B2B customers
Licensing Spec system
ˆ12,000ˆyr
ˆrow user
base both
from B2ˆ
users
Increase
conversion
rate from free
to paid
Secure
partnership
with Ministry
of Health and
its initiatives
ˆrow user
base from
healthcare
sectors
Increase the
rate of return
ˆurture power
users from
B2ˆ and B2B
sectors
Reduce churn
rate
ˆhe inability to understand nutritional
values from the nutritional label printed
on packaged food productsˆ ˆhe nutritional
label is created by dieticians who are
wellˆversed in the language of scienceˆ
ˆherefore general food consumers do not
know how to read and cannot understand
nutritional values from labelsˆ
ˆhe lack of knowledge about what and
how much nutrients consist within an
ingredient, and served foodˆ ˆhis lack
of knowledge leads to poor decision on
ingredients and served food selections,
which contributes to the decline of
physical wellˆbeingˆ

40. HOW WILL YOU VISUALIZE YOUR BUSINESS?

41. INTRODUCTION TO BUSINESS INNOVATION DESIGN CANVAS
BUSINESS INNOVATION DESIGN
Jeffrey Tjendra
Design Executive Officer (DEO)
jeffrey@businessinnovationbydesign.com
http://businessinnovationbydesign.com
@BIDmodel