Introduction

Activities breakdown

Duration

Slide Presentation: Developing and using a VPC and a green BMC

(35 minutes)

Activity 1: Review, discuss, and complete a  the VPC template based on Session 2

(60 minutes, including breaks)

Activity 2: Review, discuss, and complete a  the BMC template based on Session 2

(60 minutes, including breaks)

Feedforward: Formative feedforward to group, linking theory and concepts to a real-life scenario

(30 minutes)

Debriefing: Q&A session to identify gaps in learning and address them (Q&A, quiz, or case study)

(20 minutes)

Activity 3: Personal reflection and optional homework.

(60 minutes)

Assessment: Complete a training evaluation form

(5 minutes)

The overall duration of the session: 4 hours 30 minutes - (3 hours 30 minutes session + 1 hour homework)

Topic: Developing a green business value proposition and model

• Trainer provides a brief overview of the sessions and the activities.
• Trainer hands out necessary learning materials and makes clear where to find the learning resources and other OERs.

Note: This session relies heavily on the output from sessions 1 and 2 as the input and starting point for this session. Learnings gained from the previous sessions must be developed in this session.

Where possible, the trainer is encouraged to split the group into four new teams for the purpose of activity 3. This way, participants will create new synergies and team collaboration.

Background information:  Whilst session 1 focuses on tools and techniques for ideating and mapping the environment to help participants understand the context in which they wish to make a change, session 2 challenges the participants to think outside the box and come up with innovative ideas, options, and opportunities that creates value for the customer in a sustainable manner. Session 3 takes participants into a collaborative space where they draw on their previous learnings and develop a green business model canvas that integrates sustainable ethical values into the business.

The trainer should look to make this session a project-based and highly interactive session with the possibility of engaging real users or the local community. 

To embed the value proposition (output of session 2) in a green business model canvas, it is important for participants to understand the components of the canvas. It is in this session that the value proposition canvas is integrated into the business model canvas. The trainer should therefore cover these aspects during the session:

1. Customer Segments are the groups of people and/or organizations a company or organization aims to reach and create value for with a dedicated value proposition. 
2. Value Propositions are based on a bundle of products and services that create value for a customer segment. 
3. Channels describe how a value proposition is communicated and delivered to a customer segment through communication, distribution, and sales channels. 
4. Customer Relationships outline what type of relationship is established and maintained with each customer segment and explains how customers are acquired and retained. 
5. Revenue Streams result from a value proposition successfully offered to a customer segment. It is how an organization captures value with a price that customers are willing to pay. 
6. Key Resources are the most important assets required to offer and deliver the previously described elements. 
7. Key Activities are the most important activities an organization needs to perform well. 
8. Key Partnerships shows the network of suppliers and partners that bring in external resources and activities. 
9. Cost Structure describes all costs incurred to operate the business model. 
10. Profit is calculated by subtracting the total of all costs in the cost structure from the total of all revenue streams.

Reference: Osterwalder, A, Pigneur, Y, Bernarda, G, Smith, A, Papadakos, T, & Smith, A 2014, Value Proposition Design: How to Create Products and Services Customers Want, John Wiley & Sons, Incorporated, New York. Available from: ProQuest Ebook Central. [29 June 2021].

Slide Presentation: Developing a Value Proposition Canvas (VPC) and a green Business Model Canvas (BMC) (35 minutes):

1. Teacher gives a short slide presentation on A European Green Deal, VPC and BMC:
   • Links outcomes from previous sessions into this one. 
   • Shows how ideation output fits into this stage of the value proposition development 
   • Shows green strategic thinking is embedded throughout the process.
   • Focus participants’ attention on the rationale behind each of the VPC and a BMC.
   • Links Value Proposition (VP) identified in session 2 with the necessary SDGs
   • Looks at the direct link between the problem definition and solution elicitation
2. Teacher runs a quiz session at the end to consolidate knowledge and address gaps