185 sCenarIos desIgn 185 VP CR CH CS KP KA KR R$ C$ the tourists • Should the service be based on a proprietary device or on an application that can be downloaded to customer handsets? • Could airlines serve as Channel partners to distribute the service/device? • Which prospective content partners would be interested in being part of the service? • Which Value Propositions would customers be most willing to pay for? the home delivery service • Is the value added suffi cient to motivate delivery services to pay monthly fees? • Through which Channels could such Customer Segments most easily be reached? • With what other devices and/or software would this service need to be integrated? the wine farmer • Is the value added suffi cient to motivate a landowner to pay a monthly service fee? • Through which Channels could such Customer Segments most easily be reached? • With what other devices and/or software would this service need to be integrated? Could we create resource, activity, or Channel synergies by simultaneously serving all three Customer Segments? questions regarding the business model Could one model serve all three Customer Segments? Does each segment need a separate, specifi c Value Proposition? Should we serve one or more Customer Segments at low or no cost in order to attract other, high-value customers? KR CH KA CS CR CS CS R$ ( bmgen_final.indd 185 6/15/10 5:44 PM