Business of Digital Innovation

Task This assignment requires you to describe and analyse the business model of an existing business using the Business Model Canvas. You must also write a report that explains the nine building blocks of your Business Model Canvas and discusses how your chosen business resembles one of the business model patterns described in chapter two of the textbook. Choosing a business The business that you select as the subject of this assignment must satisfy the following three conditions. 1. Digital media must be a central part of the selected business’s operations. For example, the business might sell digital products, it might provide digital services, or it might communicate and deliver its value proposition through digital channels. 2. The selected business must not be one that has been used as an example of the Business Model Canvas in class, on the unit website or in the textbook. 3. The selected business must show characteristics of one of the business model patterns that are described in chapter two of the textbook (Patterns), namely: Unbundled business models; Long Tail business models; Multi-Sided Platform business models; Free business models; or Open business models. Ineligible businesses and business types The following businesses may not be used as the subject of your assignment because they are used as examples of the Business Model Canvas within the textbook. Some of these businesses are also ineligible because digital media is not a central part of their operations. • Amazon.com • Apple • Car2go • Cirque du Soleil • craigslist.com • Dell • eBay • Facebook • Financial Times • Flickr • Gillette • GlaxoSmithKline • Google • Grameenphone • Innocentive • Lego • Lulu.com • Metro • Microsoft • Nespresso • Nestlé • NetFlix • Nintendo • Nokia • Peepoople • Procter & Gamble • RedHat • REGA • Skype • Sony • Swatch • Visa • YouTube • Zipcar.com 1 The following types of businesses are also ineligible for the reasons described above. • Budget airlines • Private banking institutions • Mobile telcos • Free newspapers • Free mobile phones Business Model Canvas Chapter one of the textbook (Canvas) discusses the Business Model Canvas, which is a framework for describing, analysing and designing business models. Download the Business Model Canvas template in Microsoft Word format from the unit website. Use the template to develop a Business Model Canvas for your chosen business. Refer to chapter one of the textbook (Canvas) for the details of this process. Your Business Model Canvas should provide a clear picture of your selected business, and match the more detailed information within your report. The name of your business should be noted at the top of the canvas. Each section should be completed with succinct points, and the canvas as a whole should provide a clear picture of how your chosen business operates. Some research will be required to develop the Business Model Canvas for the business that you select. It might be possible to complete some components of the canvas using observation, but other components might be hidden from view, particularly the blocks on the left-hand side of the canvas: Key Partners, Key Activities, Key Resources and Cost Structure. In those cases, some research will be required to uncover the details. Google and other search engines can help with research but do not overlook the electronic databases that you have access to through the CQUniversity Library at http://www.cqu.edu.au/library Note: The Business Model Canvas template supplied on the unit website has been adapted from a version released under Creative Commons at http://businessmodelgeneration.com Report Write a report that introduces your chosen business, explains the nine building blocks of your Business Model Canvas, and discusses how your business resembles one of the business model patterns described in chapter two of the textbook (Patterns). The report should be prepared as a Microsoft Word document. It should be entitled ‘MMST13017 Assignment 2’, and your name and student number should follow the title. The length of the report should be between 1000 and 1500 words, excluding references. Note: The word count is considered from the first word of the introduction to the last word of the conclusion. It excludes the cover page, abstract, contents page, reference page and appendices. It includes in-text references and direct quotations. The following outline explains how to structure your report. It lists the headings for each of the twelve sections of your report. Each section should answer the questions that are provided in a narrative style, not a question-and-answer format. Do not include the questions in your report.

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