III. How: The business model canvas and multiple value creation To tackle problems important in today’s society, I decided to create a social coffee place. I used the business model canvas to develop my idea and prove its feasibility. 1. Value proposition a. What values do I want to deliver to my customers? First, I want to create a community of elderly and younger people, especially a learning community where knowledge is shared and stories are told. In this way, I hope to reduce loneliness of the elderly, young and unemployed. I want to create a place where everyone feels welcome no matter their income, gender, ethnicity or any other factor. In addition, I want to provide them with cheaper access to local and eco-friendly products and services: clothes, learning workshops, food and beverages. In summary, I want to create purpose for people. I wish that every time they enter this place, they immediately know what they came for and feel welcomed as member of a family. b.Which one of our customers’ problems are we helping to solve? As mentioned, this community would help old people, young people and the unemployed combat feeling lonely and useless, as well as the expensive cost of living. People who are not working do not have a large income stream and can often not afford to buy new products or access services, such as a simple coffee in a cozy location. c. What bundles of products and services are we offering to each customer segment? Elderly people will receive contact with younger people by becoming teachers in workshops. They will feel rewarded and respected by younger people willing to learn from them. In addition, old people volunteering will have unlimited access to the services of the coffee shop and could decide to spend the afternoon there as appreciation for their volunteer work. 115
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