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94 ◾ Transforming an Idea Into a Business with Design Thinking
Figure 5.6 Business model framework sequence.
5.3.2 Value Delivery
The quintant of value delivery in the Business Model Map corresponds to
accessing customers. Key questions to be answered in this quintant include
following:
◾◾ How big is the customer segment where the value proposition is
relevant?
◾◾ What is the total addressable market (TAM)? TAM is the portion of the
target market that the solution can deliver value to.
◾◾ What is the serviceable addressable market (SAM)? SAM is the portion
of the TAM which can be serviced by the business.
◾◾ How will the customers know about your solution and your existence
as a business?
◾◾ What channels can be leveraged to access customers? (Online, social
platforms, industry forums and events, marketing, face to face, distribu-
tion channels, etc.)
