The Application of Lean Canvas for Operations and Marketing Management
Abstract
This research’s objective was to apply the Lean Canvas business plan model from Canva Program for the operations and marketing management of Etlingera pavieana. The results showed the Lean Canvas from Canva Program consisted of 9 parts: 1) problem, 2) solution, 3) key metrics, 4) unique value proposition, 5) unfair advantage, 6) channels, 7) customer segments, 8) cost structure, and 9) revenue streams. After applying the Lean Canvas model to the business of the farmers of Etlingera pavieana plant in Chanthaburi, it was found to be easy to use, in particular for start-up entrepreneurs as the business plan model was concise and had the ability to overview a business in both cost and revenue; by defining customer pain point that can plan to solve the problems; ability to manage costs by optimizing both quantity and quality; by increasing revenue, reducing fluctuations in very high product volumes; by having more accessible databases; and lastly, new marketing opportunities. The summary concept of Lean Canvas has, therefore, proven to be appropriate to start-up entrepreneurs. This article offers a new approach for a business plan model for designing and planning operations and marketing management in any organizations by Lean Canvas from Canva Program.
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