1. customer
   1. segment
      1. demographic
         1. income
         2. age
         3. gender
         4. family life cycle
         5. social class
            1. resources
         6. education
         7. occupation
         8. ethnicity
      2. psycographic
         1. personality
         2. lifestyle
         3. values
         4. wants
      3. behavioural
         1. benefits desired
         2. usage rate
         3. buying attitude
            1. loyalty to suppliers
            2. usage patterns
            3. order size
      4. geographic
         1. region
         2. city size
         3. urban
         4. rural
         5. climate
   2. types
      1. consumer
      2. organizational
      3. industrial
   3. relationships
      1. key resources
      2. key activities
   4. channels
      1. email
      2. telephone
      3. training
         1. online - real time
         2. videos
      4. texts
         1. blogs
         2. ebooks
      5. chat
         1. whatsapp
         2. custom chat
         3. skype
      6. social networks
         1. twitter
         2. facebook
         3. linkedin
      7. web-site
         1. webRTC
         2. pop-up
      8. video
         1. skype
         2. hangouts
   5. requirements
      1. need / want to purchase
      2. ability to purchase
      3. willing to purchase
      4. authority
2. partners
   1. partner
      1. key activities
      2. key resources
   2. supplier
      1. key activities
      2. key resources
3. value propositions
   1. value
   2. problems we solve
   3. products
   4. services
   5. needs we satisfy
   6. key activities
   7. key resources
   8. quantitative
      1. price
      2. efficiency
   9. qualitative
      1. overall customer experience
      2. outcome
4. monetization
   1. mobile
      1. paid apps
         1. paid apps
         2. 0.99 app
         3. niche premiums
         4. alternative app stores
      2. in-app purchases
      3. partnerships
      4. subscriptions
      5. display advertising
      6. app promotion
      7. app developemnt
      8. sales and merchandising
      9. selling app data & source code
      10. mix & match
   2. web
      1. display advertising
      2. affiliate marketing
      3. lead generation
      4. email rental
      5. subscriptions
      6. online store
      7. online events
   3. content production
      1. newsletter
      2. books
      3. videos
      4. online classes
5. market type
   1. mass
   2. niche
   3. segment
   4. diversify
   5. multi-sided
6. test MVP
   1. customer interviews
   2. landing pages
   3. A/B tests
   4. ad campaigns
   5. fundraising
   6. explainer videos
   7. piecemeal MVP
   8. SaaS & PaaS
   9. blogs
   10. manual first
   11. concierge MVPs
   12. digital prototypes
   13. paper prototypes
   14. single feature MVPs
   15. pre-order pages
   16. getting out the door
7. infra-structure
   1. key activities
   2. key resources
   3. partner network
8. distribution channels
   1. key resources
   2. key activities
9. financials
   1. cost structure
      1. classes
         1. cost-driven
         2. value-driven
      2. characteristics
         1. fixed-costs
         2. variable-costs
         3. economies of scale
         4. economies of scope
   2. revenue streams
      1. asset sales
      2. usage fee
      3. subscription fee
      4. time agreement
         1. lending
         2. renting
         3. leasing
      5. licensing
      6. brokerage fees
      7. advertising
10. Marketing
    1. inbound
       1. SEO & PPC
       2. Email Lists
       3. Authoring book / Print Media
       4. Supporting / Sponsoring Events
       5. press & public relations
       6. leadership
       7. community building
       8. influencer outreach
       9. blogging
       10. public speaking
       11. earned social media
       12. word of mouth
       13. viral marketing
       14. content creation
       15. organic app store visibility
       16. video content
    2. outbound
       1. search spam
       2. paid / rented emails
       3. tv, radio, print ads
       4. billboards & outboard advertising
       5. throwaway press releases
       6. pops-up & pop-unders
       7. outbound sales calls
       8. interstitial pages
       9. trade show booths
       10. most social media advertising
       11. forum, comment, UCG spam
       12. banner & display ads
       13. paid app reviews
       14. video ads