Marketing Canvas, Marketing Strategy
Laurent Bouty
Marketing Strategy in Context

If you want to design the marketing strategy for your business, you should first start to analyse where you will play. What does it mean? It means that your product/service will be associated by consumers/buyers with other alternatives they have on the market (maybe no alternative exists which means that you creating a new category also referred as a blue ocean).

marketing canvas

Thank you - Marketing Canvas Method

These last months, Marketing Canvas Method has seen an increase of traffic and downloaded of the method. This initiative I started few years ago has grown up and is now more and more appreciated by startups and marketing enthusiasts.


The community is growing months after months! I see also some citations or references in books. I was not thinking it could go so far.

A new milestone has been reached today with the delivery of a new production batch of the Marketing Canvas Cards.

I am currently working on improving the templates and also working on an online training offer.

All the material (except the cards) can be freely downloaded on the website under creative common licence.

Thank you!!!!



Marketing Canvas Master Class Introduction

Please find below the slide ware I use when starting my Marketing Master Class.

Download the pdf here

Marketing Canvas Introduction from Master Class Course
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Marketing Canvas - Budget

Marketing Canvas - Budget

Discover the importance of a well-structured marketing budget in our comprehensive guide. We delve into the critical role of budgeting within the Marketing Canvas method by Laurent Bouty. Learn how to track and manage marketing expenses, whether you're a multinational corporation or a budding startup. Understand the significance of budgeting in terms of industry benchmarks, and discover strategies to spend wisely. Our guide offers practical tools to translate your budget into action, from understanding your audience to tracking expenses effectively. Moreover, learn to evaluate and improve your budgeting practices with our score-based self-assessment. Lastly, get inspired by a real-life example of green clean use case. Whether you're a marketing novice or an entrepreneur seeking new insights, this article offers an essential exploration of the powerful tool that is your marketing budget.

Marketing Canvas - Lifetime

Marketing Canvas - Lifetime

The Marketing Canvas is a framework that identifies 6 main categories for building a marketing strategy: Customers, Brand, Value Proposition, Journey, Conversation, and Metrics. Lifetime is one of the 4 dimensions of the Metrics category, which is important for measuring customer retention. Customer churn rate, which measures the percentage of customers who discontinue using a company's product or service, is a critical metric for companies to monitor.

Marketing Canvas - ARPU

Marketing Canvas - ARPU

This comprehensive guide delves into the significance of Average Revenue Per User (ARPU) as a potent metric in business success. Through this exploration, businesses can better understand how much revenue they generate per user and how they stack up against industry competitors. The article not only explains how to calculate and evaluate ARPU but also provides practical strategies to leverage it for sustainable growth. This includes segmenting customer bases, forecasting revenues, and even assessing the effectiveness of various growth strategies like upselling or price optimization. To illustrate the concepts, the article incorporates a real-world case study from the green cleaning industry. Whether you're an entrepreneur, marketer, or non-marketer interested in business strategy, this guide equips you with the knowledge and tools to transform ARPU from a simple number into actionable business insights.

Marketing Canvas - Acquisition

Marketing Canvas - Acquisition

This article dives deep into the intricacies of Customer Acquisition, a critical aspect of any marketing strategy. It defines key performance indicators - Customer Acquisition Rate (CAR) and Cost of Customer Acquisition (COCA or CAC), and elucidates their relevance and calculation methods. The importance of measuring these metrics is brought to life using practical examples and industry insights. The piece further delves into the arsenal of tools available for customer acquisition, and how these can be effectively harnessed to drive growth. From there, we outline how to turn acquisition strategies into action, evaluate their performance, and make necessary improvements. Through the lens of a real-world 'Green Clean' use case, we demonstrate the practical application of these principles. An essential read for entrepreneurs and marketers aspiring to master the art of customer acquisition.

Marketing Canvas - Influencers

Marketing Canvas - Influencers

People are trusting People. Influencer marketing campaigns can help reach a more targeted audience, thus leading to more impactful results. In your Marketing Strategy, you should definitely consider influencer marketing and define whether or not if it could help you achieve your goals.

Marketing Canvas - Media

Marketing Canvas - Media

This comprehensive guide delves deep into the role of media in marketing, helping entrepreneurs and marketers, novice or experienced, understand the subtleties of different media channels and how they can be leveraged for success. We explore Owned, Earned, Shared, and Paid media, providing examples and practical tips for each. This guide also outlines how to translate these theories into effective actions and offers a scoring system for evaluating your current media strategy. It covers potential reasons behind scores and offers insights for strategic improvement. The article concludes with a case study from Green Clean to illustrate how a well-executed media strategy can propel a business forward. This guide serves as an essential read for anyone looking to harness the power of media in their marketing strategy.

Marketing Canvas - Content and Stories

Marketing Canvas - Content and Stories

This article offers an extensive guide on how to harness the power of content and stories in your marketing strategy, following the renowned Marketing Canvas framework by Laurent Bouty. From understanding the significance of content in attracting and retaining customers, to choosing the right tools, and translating your content into actions - the article comprehensively covers it all. It further discusses how to evaluate and continuously improve your content and stories, ensuring they reflect your organization's goals and meet users' needs. Lastly, the article provides a practical use-case example to illustrate the application of these concepts. Whether you're a non-marketer, an entrepreneur, or a marketer seeking fresh insights, this article offers valuable knowledge and actionable strategies to elevate your marketing efforts.

Marketing Canvas - Proofs

Marketing Canvas - Proofs

In this comprehensive guide, we explore the concept of "proofs" in marketing - the crucial elements that make your value proposition compelling and credible. We delve into various types of proofs such as studies, expert recognition, social proof, and certifications, demonstrating how each contributes to a solid marketing strategy. To illustrate this concept, we look at a real-world example of a company that successfully utilized proofs. The guide also includes a unique framework for evaluating and improving your proofs, helping you fine-tune your marketing strategy. Whether you're a seasoned marketer or an entrepreneur starting your marketing journey, this guide provides practical insights that can enhance your marketing effectiveness.

Marketing Canvas - Positioning

Marketing Canvas - Positioning

Demystify brand positioning with the Marketing Canvas methodology. Understand its significance, different types, and evaluation process. Enhance your brand's market presence with effective positioning strategies.

Marketing Canvas - Engagement

Marketing Canvas - Engagement

Explore the essence of customer engagement with the Marketing Canvas Method. Discover how to measure and improve it with tools like NPS. Drive your business growth by turning customer engagement into your success accelerator.

Marketing Canvas - Ambition

Marketing Canvas - Ambition

Dans le cadre d'une Marketing canvas, il est important de démarrer le processus à partir d'une question claire et simple basée sur l'ambition que vous souhaitez atteindre à l'aide de votre stratégie marketing. Une vidéo simple pour expliquer ce concept.

3 Cs in a Digital World

Interesting article from Roland Berger Consultants about Sales in a Digital World. Their thesis is that you need to master 3 Cs if you want to have a voice in this new world:

  1. Develop the Customer Base: It is definitely in line with what I am preaching. You should not only focus on acquisition but also on stimulation and retention. The CLV dimension of the Marketing Canvas is telling you how much you perform versus your ambition;
  2. Orchestrate the Channel: I also agree but I would extend this to Orchestrate the Customer Journey as it is much broader than channel and it is integrating elements like Brand experience, touch-points, emotions and wow moments.
  3. Manage the complexity: it is maybe fluffy as notion. We all know that we should manage the complexity, the question is how should I do that. One possible answer is in the article when they discussed centralisation. I think the key element there is to automate your processes (BPM, scripting, algorithms, ...) in order to reduce the chaos and uncertainty. but don't forget to keep the human part.

Source: Roland Berger, Think Act, The digital future of B2B sales

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How To Define Your Commercial Plan for Your Startup with Marketing Canvas?

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When you work on your commercial strategy for your startup, you can facilitate this conversation with using the Marketing Canvas (more on the canvas here). Please find below 10 steps you should follow:

KEY QUESTIONS TO BE ASKED

  1. What is your goal? Big Idea? Define a question that will clarify your projected future like How can we achieve 1M€ after one year of operation? How can we generate 5% growth next year? How can we differentiate our brand in a digital world where predictive technologies driven by AI will become a standard?

  2. What is the problem you are trying to solve? Clarify the job to be done for your customers.

  3. Who is our buyer and user? Define your persona.

  4. If not you who else? Define the category where you are playing and what are the alternatives for your buyer.

  5. How do you want to be remembered? What people will say about you? Your BRAND

  6. What is your answer to the problem your buyer has? What is your value proposition? Do you have USP, ESP, Clear Pricing and Proofs?

  7. What experience people will have with you? Will it generate sales and engagement? JOURNEY

  8. How do you discuss with your buyer? Do you have conversations? Do you listen? Do you have content, stories, influencers? Which media do you use?

  9. Does it make any financial sense? What is your Marketing Budget and Revenue?

  10. If you don't think it all works, iterate one more time

PROCESS FOR ZERO APPROACH

As a startup, you should define your strategic hypothesis. It is slightly different than an existing business because you are starting from a white page.

Part 1- Target, Positioning

Define your key customer target (JTBD, ASPIRATION, PAINS & GAINS). As you are starting your business, you have no information on ENGAGEMENT.

Define your Brand strategy (PURPOSE and POSITIONING) and explain how you will differentiate your brand versus competitors. Explain what could be the VALUES of this brand and your IDENTITY strategy.

Define your Value Proposition (FEATURES, EMOTIONS and PRICING). Describe core, differentiated and unique features/emotions to support your Brand Strategy, matching your customer target and helping you to achieve your financial objectives. Do you have any PROOFS supporting your value proposition?

Part 2- Go To Market

Define your go to market approach and more specifically: Describe funnel journey (pre and post purchase) for your go to market: MOMENTS, EXPERIENCE, CHANNEL and MAGIC. Don't forget to align this with your brand strategy.

Describe your conversation strategy for your go to market. LISTENING, CONTENT, MEDIA and INFLUENCERS if any.

Part 3 - Metrics

Define your hypothesis in terms of metrics for your business: ACQUISITION (speed of acquisition), ARPU (average spending for each customer on the 12 months), LIFETIME (your churn assumption) and BUDGET (amount of € needed for supporting your strategy).

ASSESS YOUR ZERO APPROACH WITH YOUR TEAMS

Use the canvas and answer to these questions using all dimension while asking the same question:

Will my .... help me to achieve my goal?

RED: Not at all; GREEN: Definitely

Visualise your Commercial Strategy on Marketing Canvas

Visualise your Commercial Strategy on Marketing Canvas

RED dimension must be reviewed or mitigated because that are not helping you to achieve your goal.

Interested in the Marketing Canvas, you can find more information here. 

Resources

Last Posts
Beyond the 4Ps: The Marketing Canvas Approach and the Power of Understanding Customer Aspirations
Beyond the 4Ps: The Marketing Canvas Approach and the Power of Understanding Customer Aspirations
Quick Assessment Guide
Quick Assessment Guide
Thank you - Marketing Canvas Method
Thank you - Marketing Canvas Method
Marketing Canvas - Step 1 - Market Assessment
Marketing Canvas - Step 1 - Market Assessment
LABO - Marketing Canvas Part 1 .001.jpeg
Marketing Canvas Master Class Introduction
Marketing Canvas - Define your financial hypothesis
Marketing Canvas - Define your financial hypothesis
Attention Economy
Attention Economy
Marketing Canvas and Customers
Marketing Canvas and Customers
Marketing Canvas - Step 2 - Set Your Goals
Marketing Canvas - Step 2 - Set Your Goals
Marketing Canvas - Budget
Marketing Canvas - Budget

INSTAGRAM

Is the pricing of your value proposition helping you achieve your goals? It's about value pricing, commercial alternatives, costs and brand positioning. https://lnkd.in/dskcUW8 #marketingcanvas #marketingstrategy #pricing #pricingstrategy
#marketingcanvas #marketing #strategy #listening #customers #brand #cx @solvay_edu
Design your #marketing #strategy with #marketingcanvas #cards and #differentiate your #Brand 👍👍🏿🛒laurentbouty.com/marketingcanvas