How To Develop Your “Business Model Canvas” Plan-of-Record (PoR)

Positioning your product, and work, with respect to time for your customers is extremely important. I like teams to have a single slide “Plan-of-Record” (PoR) which illustrates the “whole product” over an 18 month period. The concept is to capture all the “deliverables” implied by your Business Model Canvas, especially the “Customer Relationships” section. The PoR can be used as a “Roadmap” by noting items you’ve committed to, items you’re are planning to do next, and items you are exploring. The audience for this slide is primarily your customers. They drive it, you review it with them, and edit it accordingly. It is also used for review with your team and investors to illustrate what you need to do based on customer feedback. You are not looking for your teams, or investors, feedback; you are looking for their commitment to support this work. You are “firmly” telling them what needs to be done based on what you’ve learned from your market.

Plan-of-Record (PoR) Details

  • bottom most row — your “product” — the obvious stuff.

  • upper layers – all the stuff you need to “get, keep, and grow” your business. These are signficant deliverables which may require resources equal to, or exceeding your R&D. They may even include R&D. Remember when I showed that SG&A is more than 2x R&D. So be careful with your resources and stick to “sketches” and “rough” drafts of these items for now. We need to determine what “Customer Relationship” items work and which ones don’t for your current work.

  • Upper Layers Ideas

    • selling materials – user manuals, technical whitepapers, financial whitepapers, usage scenarios, thank you notes, etc
    • technical materials – stuff you need to connect your product to an existing product, how do you prove your product works with other products in a system?
    • Hypotheses for these items are derived from your Customer Segments, Value Proposition, Day in the Life of the Customer (today) & (tomorrow) work. The Value Proposition Designer and Lean Canvas are very useful for drilling down into these areas.

Reference List Of Possible “Customer Relationship” Deliverables

Capturing Time & Road-mapping

  • focus on next 18 months.
  • color coding for “roadmap” effect – “green” = committed, “yellow” = planned, “grey” = exploring.
  • the items we are “really” exploring right now are the “upper layer” communication materials. Your product (MVP) is NOT the most important item.

Example — Internet Semiconductor Product

  • it doesn’t have very good color coding. — it is all green because it’s all “committed”.
  • bottom row — “the chip” — has three phases (alpha, beta, production). It’s in blue to separate it from the “Customer Relationship” deliverables.
  • the chip fits into a system – there are three documents describing this system — 1. a system brief (block diagrams), 2. full design, 3. tested design.
  • the chip and system require software – there are versions in time
  • the software is delivered via a partner so I show it in another color.
  • the chip and system fit into a bigger system which requires compliance to industry standards – three documents – test plan document, test plan .ppt, test plan results.
  • Standards – discussion of standards used and possibly discussion of work our team has been being doing within the standards group.
  • financials and credibility documents.

PoR Graphic

Examples for Teams in our Cohort

Team 1

  • product roadmap- lab demo (green – committed), portable demo ( yellow-planned), portable product gov’t (grey-exploratory), portable product oil (grey-exploratory)
  • System – your usage scenarios and/or markets. How does it all fit together?
  • Application Documents – test plan design, test plan, test results
  • Standards – Which standards are you testing to? Which standards can you participate in? Talk like you’re an expert.
  • Value & ROI – materials for VP and CEOs.

Team 2

  • product – what you have now (green), planned ( yellow ), exploring (grey)
  • system – how does your pipeline fit into a “microbes”, “cancer”, etc.
  • application documents / testmonials – details of how your product works for a specific segment like “microbes” or “cancer”
  • Standards – Are there standards bodies or interest groups? How do you participate?
  • Value & ROI?

Team 3

  • product roadmap?
  • system fit?
  • application documents?
  • Standards? Interest Groups?
  • Financial?

Team 4

  • product roadmap ( You have high level flow … where are you in it? what have you committed to? What are you planning? exploring? )
  • system fit? ( Your Patch Sketch)
  • application documents? ( Is there a part of the patch sketch that needs detail? )
  • Standards? Interest Groups? ( who are they? can you participate? should you?)
  • Financial?

Team 5

  • product roadmap?
  • system fit?
  • application documents?
  • Standards?
  • Financial?
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