the movement (design) ning platform amazon.com 3rd party logistics company publishers content production hub management guerrilla marketing and word-of-mouth logistics and shipping visual, practical, and beautiful handbook for business model innovators co-creation of a potential bestseller personalized books for companies and their customers businessmodelhub .com business model event, amsterdam visionaries, game changers, and challengers entrepreneurs, executives, consultants, academics companies blog and visibility on the web business model hub powerful methodology hub members word-of-mouth (1) businessmodel generation.com (2) amazon.com (3) book stores intermediation through publishers design content production printing distribution hub membership fees advance & post-publication sales FREE give away canvas section fees for customized versions royalties from publishers hub members VP CR Ch CS KA KR R$ KP C$ Differentiation An entirely different format, business model, and story for the book makes it stand out in a crowded market. Revenues The book was financed through advance sales and fees paid by co-creators. Additional revenues come from custom- ized versions for companies and their clients. Production and Logistics Anything beyond content creation is outsourced to readily available service providers. Buyers Paying customers are not only readers, but co-creators and companies that want customized books for their employees and clients. Reach A mix of direct and indirect Channels and a phased approach optimizes reach and margins. The story of the book lends itself well to viral marketing and word-of- mouth promotion. Community The book is co-created with practitioners from around the world who feel owner- ship thanks to attribution as contributing co-authors. the canvas of business model generation bmgen_final.indd 280 6/15/10 6:02 PM