Module 2 - Surveying Techniques for

Traditional Crafts
Surveying techniques are essential tools for collecting data and understanding problems in
various sectors. In the context of traditional crafts, surveying techniques help to identify
and understand market demand, consumer preferences, and challenges faced by artisans in
manufacturing and marketing their products. Effective surveying can reveal business
opportunities, enabling the development of sustainable and profitable business models for
traditional craft industries. This document outlines key surveying techniques that can be
applied to understand problems in the manufacturing and marketing of traditional crafts.

Surveying Techniques for Identifying Business Opportunities

1. **Questionnaires and Surveys**:

Questionnaires are one of the most common ways to collect data. They allow businesses to
gather a large amount of information in a short period. Surveys can be distributed both
online and offline, depending on the target audience. The key here is to design clear,
concise, and relevant questions that focus on the needs, preferences, and purchasing
behavior of consumers. For example, asking questions about the materials and techniques
used in crafts, as well as price sensitivity, can help identify consumer expectations and
demand for specific traditional crafts.

2. **Interviews**:

In-depth interviews with artisans, suppliers, and consumers provide qualitative insights
that surveys cannot capture. They allow businesses to understand the deeper reasons
behind consumer choices, as well as the challenges faced by artisans. These interviews can
reveal information about production processes, challenges in marketing, and emerging
trends in traditional crafts.

3. **Focus Groups**:

Focus groups involve gathering a small group of people from the target market to discuss
their views and experiences with traditional crafts. This technique enables businesses to
dive deeper into specific topics and generate new ideas based on group dynamics. Focus
groups also help test new product ideas or concepts, allowing businesses to gauge
consumer reactions before launching.

4. **Observational Research**:

In this technique, researchers observe how consumers interact with traditional craft
products in natural settings (e.g., markets, retail stores, or cultural festivals). Observational
research provides insights into consumer behavior, product preferences, and potential
market gaps. This technique helps identify pain points that consumers may face when
purchasing traditional crafts.

5. **Market Research and Competitor Analysis**:

Understanding the competitive landscape is critical when developing a business in

traditional crafts. By researching competitors, businesses can identify successful strategies
and potential gaps in the market. Competitor analysis should focus on their pricing
strategies, marketing methods, product offerings, and target audiences. This analysis helps
identify unique selling points for traditional crafts.

6. **Consumer Feedback and Social Media Monitoring**:

Social media platforms and online reviews offer valuable consumer feedback. By monitoring
what people are saying about traditional crafts on social media, businesses can identify
trends, preferences, and consumer pain points. This data can help businesses tweak their
offerings to meet customer expectations more effectively.

What is a Business Model Canvas

A business model is simply a plan describing how a business intends to make money. It explains
who your customer base is and how you deliver value to them and the related details of
financing. And the business model canvas lets you define these different components on a
single page.

The Business Model Canvas is a strategic management tool that lets you visualize and assess
your business idea or concept. It’s a one-page document containing nine boxes that
represent different fundamental elements of a business.

The business model canvas beats the traditional business plan that spans across several
pages, by offering a much easier way to understand the different core elements of a
business.

The right side of the canvas focuses on the customer or the market (external factors that are
not under your control) while the left side of the canvas focuses on the business (internal
factors that are mostly under your control). In the middle, you get the value propositions
that represent the exchange of value between your business and your customers.

The business model canvas was originally developed by Alex Osterwalder and Yves Pigneur
and introduced in their book ‘Business Model Generation’ as a visual framework for
planning, developing, and testing an organization's business model(s).
What Are the Benefits of Using a Business Model Canvas

Why do you need a business model canvas? The answer is simple. The business model
canvas offers several benefits for businesses and entrepreneurs. It is a valuable tool and
provides a visual and structured approach to designing, analyzing, optimizing, and
communicating your business model.

 The business model canvas provides a comprehensive overview of a business

model’s essential aspects. The BMC provides a quick outline of the business model
and is devoid of unnecessary details compared to the traditional business plan.

 The comprehensive overview also ensures that the team considers all required
components of their business model and can identify gaps or areas for
improvement.

 The BMC allows the team to have a holistic and shared understanding of the
business model while enabling them to align and collaborate effectively.

 The visual nature of the business model canvas makes it easier to refer to and
understand by anyone. The business model canvas combines all vital business
model elements in a single, easy-to-understand canvas.

 The BMC can be considered a strategic analysis tool as it enables you to examine a
business model’s strengths, weaknesses, opportunities, and challenges.

 It’s easier to edit and can be easily shared with employees and stakeholders.

 The BMC is a flexible and adaptable tool that can be updated and revised as the
business evolves. Keep your business agile and responsive to market changes and
customer needs.

 The business model canvas can be used by large corporations and startups with just
a few employees.

 The business model canvas effectively facilitates discussions among team members,
investors, partners, customers, and other stakeholders. It clarifies how different
aspects of the business are related and ensures a shared understanding of the
business model.

 You can use a BMC template to facilitate discussions and guide brainstorming
sessions to generate insights and ideas to refine the business model and make
strategic decisions.

 The BMC is action-oriented, encouraging businesses to identify activities and

initiatives to improve their business model to drive business growth.
  A business model canvas provides a structured approach for businesses to explore
possibilities and experiment with new ideas. This encourages creativity and
innovation, which in turn encourages team members to think outside the box.

How to Make a Business Model Canvas

Here’s a step-by-step guide on how to create a business canvas model.

Step 1: Gather your team and the required material Bring a team or a group of people from
your company together to collaborate. It is better to bring in a diverse group to cover all
aspects.

While you can create a business model canvas with whiteboards, sticky notes, and markers,
using an online platform like Creately will ensure that your work can be accessed from
anywhere, anytime. Create a workspace in Creately and provide editing/reviewing
permission to start.

Step 2: Set the context Clearly define the purpose and the scope of what you want to map
out and visualize in the business model canvas. Narrow down the business or idea you want
to analyze with the team and its context.

Step 3: Draw the canvas Divide the workspace into nine equal sections to represent the nine
building blocks of the business model canvas.

Step 4: Identify the key building blocks Label each section as customer segment, value
proposition, channels, customer relationships, revenue streams, key resources, key
activities, and cost structure.

Step 5: Fill in the canvas Work with your team to fill in each section of the canvas with
relevant information. You can use data, keywords, diagrams, and more to represent ideas
and concepts.

Step 6: Analyze and iterate Once your team has filled in the business model canvas, analyze
the relationships to identify strengths, weaknesses, opportunities, and challenges. Discuss
improvements and make adjustments as necessary.
Step 7: Finalize and use the model as a visual reference to communicate and align your
business model with stakeholders. You can also use the model to make informed and
strategic decisions and guide your business.

What are the Key Building Blocks of the Business Model Canvas?

There are nine building blocks in the business model canvas and they are:

1. Customer Segments

2. Customer Relationships

3. Channels

4. Revenue Streams

5. Key Activities

6. Key Resources

7. Key Partners

8. Cost Structure

9. Value Proposition
Customer Segments

These are the groups of people or companies that you are trying to target and sell your
product or service to.

Segmenting your customers based on similarities such as geographical area, gender, age,
behaviors, interests, etc. gives you the opportunity to better serve their needs, specifically
by customizing the solution you are providing them.

After a thorough analysis of your customer segments, you can determine who you should
serve and ignore. Then create customer personas for each of the selected customer
segments.

Customer Persona Template for Business Model Canvas Explained (Click on the
template to edit it online)

There are different customer segments a business model can target and they are;

 Mass market: A business model that focuses on mass markets doesn’t group its
customers into segments. Instead, it focuses on the general population or a large
group of people with similar needs. For example, a product like a phone.

 Niche market: Here the focus is centered on a specific group of people with unique
needs and traits. Here the value propositions, distribution channels, and customer
relationships should be customized to meet their specific requirements. An example
would be buyers of sports shoes.

 Segmented: Based on slightly different needs, there could be different groups

within the main customer segment. Accordingly, you can create different value
propositions, distribution channels, etc. to meet the different needs of these
segments.

 Diversified: A diversified market segment includes customers with very different

needs.

 Multi-sided markets: this includes interdependent customer segments. For

example, a credit card company caters to both their credit card holders as well as
merchants who accept those cards.

Customer Relationships

In this section, you need to establish the type of relationship you will have with each of your
customer segments or how you will interact with them throughout their journey with your
company.

There are several types of customer relationships

  Personal assistance: you interact with the customer in person or by email, through
phone call or other means.

 Dedicated personal assistance: you assign a dedicated customer representative to

an individual customer.

 Self-service: here you maintain no relationship with the customer, but provides
what the customer needs to help themselves.

 Automated services: this includes automated processes or machinery that helps

customers perform services themselves.

 Communities: these include online communities where customers can help each
other solve their own problems with regard to the product or service.

 Co-creation: here the company allows the customer to get involved in the designing
or development of the product. For example, YouTube has given its users the
opportunity to create content for its audience.

You can understand the kind of relationship your customer has with your company through
a customer journey map. It will help you identify the different stages your customers go
through when interacting with your company. And it will help you make sense of how to
acquire, retain and grow your customers.

Channels

This block is to describe how your company will communicate with and reach out to your
customers. Channels are the touchpoints that let your customers connect with your
company.

Channels play a role in raising awareness of your product or service among customers and
delivering your value propositions to them. Channels can also be used to allow customers
the avenue to buy products or services and offer post-purchase support.

There are two types of channels

 Owned channels: company website, social media sites, in-house sales, etc.

 Partner channels: partner-owned websites, wholesale distribution, retail, etc.

Revenue Streams

Revenues streams are the sources from which a company generates money by selling their
product or service to the customers. And in this block, you should describe how you will
earn revenue from your value propositions.

A revenue stream can belong to one of the following revenue models,

 Transaction-based revenue: made from customers who make a one-time payment

  Recurring revenue: made from ongoing payments for continuing services or post-
sale services

There are several ways you can generate revenue from

 Asset sales: by selling the rights of ownership for a product to a buyer

 Usage fee: by charging the customer for the use of its product or service

 Subscription fee: by charging the customer for using its product regularly and
consistently

 Lending/ leasing/ renting: the customer pays to get exclusive rights to use an
asset for a fixed period of time

 Licensing: customer pays to get permission to use the company’s intellectual

property

 Brokerage fees: revenue generated by acting as an intermediary between two or

more parties

 Advertising: by charging the customer to advertise a product, service or brand

using company platforms

Key Activities

What are the activities/ tasks that need to be completed to fulfill your business purpose? In
this section, you should list down all the key activities you need to do to make your business
model work.

These key activities should focus on fulfilling its value proposition, reaching customer
segments and maintaining customer relationships, and generating revenue.

There are 3 categories of key activities;

 Production: designing, manufacturing and delivering a product in significant

quantities and/ or of superior quality.

 Problem-solving: finding new solutions to individual problems faced by customers.

 Platform/ network: Creating and maintaining platforms. For example, Microsoft

provides a reliable operating system to support third-party software products.

Key Resources

This is where you list down which key resources or the main inputs you need to carry out
your key activities in order to create your value proposition.

There are several types of key resources and they are

  Human (employees)

 Financial (cash, lines of credit, etc.)

 Intellectual (brand, patents, IP, copyright)

 Physical (equipment, inventory, buildings)

Key Partners

Key partners are the external companies or suppliers that will help you carry out your key
activities. These partnerships are forged in oder to reduce risks and acquire resources.

Types of partnerships are

 Strategic alliance: partnership between non-competitors

 Coopetition: strategic partnership between partners

 Joint ventures: partners developing a new business

 Buyer-supplier relationships: ensure reliable supplies

Cost Structure

In this block, you identify all the costs associated with operating your business model.

You’ll need to focus on evaluating the cost of creating and delivering your value
propositions, creating revenue streams, and maintaining customer relationships. And this
will be easier to do so once you have defined your key resources, activities, and partners.

Businesses can either be cost-driven (focuses on minimizing costs whenever possible) and
value-driven (focuses on providing maximum value to the customer).

Value Propositions

This is the building block that is at the heart of the business model canvas. And it represents
your unique solution (product or service) for a problem faced by a customer segment, or
that creates value for the customer segment.

A value proposition should be unique or should be different from that of your competitors.
If you are offering a new product, it should be innovative and disruptive. And if you are
offering a product that already exists in the market, it should stand out with new features
and attributes.
Value propositions can be either quantitative (price and speed of service) or qualitative
(customer experience or design).

What to Avoid When Creating a Business Model Canvas

One thing to remember when creating a business model canvas is that it is a concise and
focused document. It is designed to capture key elements of a business model and, as such,
should not include detailed information. Some of the items to avoid include,

1. Detailed financial projections such as revenue forecasts, cost breakdowns, and

financial ratios. Revenue streams and cost structure should be represented at a high
level, providing an overview rather than detailed projections.

2. Detailed operational processes such as standard operating procedures of a business.

The BMC focuses on the strategic and conceptual aspects.

3. Comprehensive marketing or sales strategies. The business model canvas does not
provide space for comprehensive marketing or sales strategies. These should be
included in marketing or sales plans, which allow you to expand into more details.

4. Legal or regulatory details such as intellectual property, licensing agreements, or

compliance requirements. As these require more detailed and specialized attention,
they are better suited to be addressed in separate legal or regulatory documents.

5. Long-term strategic goals or vision statements. While the canvas helps to align the
business model with the overall strategy, it should focus on the immediate and
tangible aspects.

6. Irrelevant or unnecessary information that does not directly relate to the business
model. Including extra or unnecessary information can clutter the BMC and make it
less effective in communicating the core elements.

What Are Your Thoughts on the Business Model Canvas?

Once you have completed your business model canvas, you can share it with your
organization and stakeholders and get their feedback as well. The business model canvas is
a living document, therefore after completing it you need to revisit it and ensure that it is
relevant, updated and accurate.

Example of BMC :

Here’s a Business Model Canvas (BMC) for your Laptop Bag Business:

Business Model Canvas – Laptop Bag Business

1. Key Partners

 Material Suppliers – Fabrics, zippers, padding, eco-friendly materials.

  Manufacturers – Production units that assemble and produce the bags.

 Logistics & Delivery Partners – Courier services for national/international

shipping.

 Retail & E-commerce Platforms – Amazon, Flipkart, Myntra, brand stores, website.

 Marketing & Influencers – Social media influencers, digital ad agencies, bloggers.

 Tech Partners – If including USB charging, anti-theft features, or tracking devices.

 Corporate Clients – Companies buying bulk orders for employee gifting.

 Financial Partners – Banks, investors, crowdfunding sources.

 Sustainability Partners – If using recycled materials or eco-friendly

manufacturing.

2. Key Activities

 Product Design & Development – Ensuring innovative and ergonomic designs.

 Manufacturing & Quality Control – Producing high-quality, durable laptop bags.

 Marketing & Branding – Social media campaigns, influencer collaborations, ads.

 Sales & Distribution – Online and offline retail strategies.

 Customer Service & Support – Handling queries, returns, and feedback.

 R&D for Product Innovation – Smart bags, sustainable materials, modular designs.

3. Value Proposition

 Ergonomic, Stylish, and Durable Laptop Bags

 Sustainable & Eco-Friendly Materials (if applicable)

 Feature-Loaded Designs (USB charging, RFID protection, hidden pockets)

 Customization Options (Personalized colors, logos, compartments)

 Affordable yet High-Quality Products

 Secure and Travel-Friendly (Anti-theft locks, water-resistant)

4. Customer Relationships

 Direct Engagement via Social Media & Website

 Customer Support (Chat, Email, Call)

  Personalized Offers & Loyalty Programs

 After-Sales Service & Warranty

 Feedback & Product Improvement via Surveys

5. Customer Segments

 Students – College & university students needing stylish yet functional bags.

 Working Professionals – Office-goers needing durable and professional bags.

 Travelers & Digital Nomads – Frequent travelers who need compact, multi-
functional bags.

 Corporate Clients – Companies for branding & bulk gifting.

 Tech Enthusiasts – Looking for smart features like USB charging & RFID protection.

6. Key Resources

 Production & Manufacturing Units

 Skilled Designers & R&D Team

 Marketing & Branding Channels

 Supply Chain & Distribution Network

 Technology for Smart Features (if applicable)

7. Channels

 E-commerce Platforms – Amazon, Flipkart, Myntra, Shopify.

 Company Website – Direct sales and brand awareness.

 Retail Stores – Partnered stores or flagship outlets.

 Social Media & Digital Ads – Instagram, Facebook, YouTube, Google Ads.

 Corporate Partnerships – Bulk orders for branding and employee gifting.

8. Cost Structure

 Raw Material & Manufacturing Costs

 Logistics & Shipping

 Marketing & Advertising

  Platform Fees (E-commerce Commission, Payment Gateway Charges)

 R&D & Product Development

 Operational & Employee Salaries

9. Revenue Streams

 Direct Product Sales (Online & Offline)

 Bulk Corporate Orders

 Customization & Premium Features (Smart Tech, Personalized Branding)

 Subscription or Membership Model (Loyalty Discounts, Exclusive Designs)

 Affiliate & Partnership Commissions (Cross-promotions with Tech Brands)