PPPCanvas - PPPlab

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PPPCanvasUser GuideFor Public Private Partnerships, a solid business case is very important. To understand howPPPs can deliver added value by creating business opportunities and a smarter businessapproach, PPPLab has developed the PPPCanvas. It is based on the Business Model Canvas (BMC)by Alexander Osterwalder, and can be used to analyze the business model of a PPP in order togain a deeper understanding of what value is being delivered, how partners aim to deliver thisvalue, and to whom exactly it will be delivered.

PPPCanvas User GuideDownload and print the PPPCanvas and useFor each building block, the user guide offers:We are happy tothe PPPCanvas User Guide to guide you1. A description of what needs to be capturedsupport you in applyingthrough the process. The PPPCanvas consistsof 13 building blocks. These are described inthe sequence that should be followed whenusing the PPPCanvas.the PPPCanvas to your PPP.in the specific building block.2. Important questions, formulated to helpyou think the specific building block through.3. An exercise or example that might supportPlease contact us atinfo@ppplab.org.filling out the building block.13. Business Ecosystem10. KeyPartners8. KeyActivities11. Governance9. KeyResources3. ValueProposition6. CustomerRelationships1. Customers5. ChannelsPPPCanvas User Guide StartWhy PPPCanvas?Overview of the PPPCanvas blocksFAQ4. Impact12. CostStructuresDownloads PPPcanvas empty template PPPCanvas template questions PPPcanvas template completed (example)This is an interactive pdf. Please click a building block above to go to a specific section.PPPCanvas User Guide7. RevenueStreams2. ExtendedBeneficiaries2

1. CustomersCustomersDescriptionImportant questionsExerciseThis segment represents the direct For whom is value created (directlyIt might be helpful to actually drawusers of the product or service. Thecustomers of a PPP have a direct131011relation to the value delivered.836912Customers may be individuals,51247and indirectly)? Who are your paying customers, thedirect market segment you focus on? What are the specific characteristicsyour customer(s) and add as manydetails as possible. For example, youcan add characteristics to the drawing(such as sex, age, education, householdcommunities, companies, orof your customers (in terms ofcomposition, professional/employmentorganizations. Assuming the PPPdemographic, lifestyle, behavioralstatus, etc.) and behavioral aspectsincludes a business case, there will beaspects, and so on)?(such as buying behavior, loyalty level,paying customers, at least in the longusage rate, etc.). You can then map therun.relationships of the customers with theBeneficiaries in a network analysis.Also ask yourself how well you knowyour customers: What exactly do youknow about them? Is this based oncurrent and reliable information or onperceptions?When you have drawn your customers,PPPCanvas User Guide StartWhy PPPCanvas?Overview of the PPPCanvas blocksFAQDownloads PPPcanvas empty template PPPCanvas template questions PPPcanvas template completed (example)PPPCanvas User Guidetry to capture them in one sentence,being as precise as possible.3

2. Extended rtant questionsExerciseA beneficiary is an individual, For whom is the value created (directlyStudy your identified paying Customerscommunity, or organization whobenefits in an extended manner from131011the value created by the PPP product or836912service. Extended beneficiaries do notpay directly for the product or service.5124and indirectly)? Who else benefits from the productfor whom the direct value is created.Think of others who are related to youror service delivered? (Be as precise ascustomers and who might also benefitpossible).from the product or service the PPP Who else beyond your customer basedelivers.do you want to reach?7 How inclusive is the value proposition?It might be helpful to actually draw theHow does the intervention reach outbeneficiaries and add as many detailsto (the most) vulnerable target groups?as possible. For example, you can addcharacteristics to the drawing (sex, age,education, household composition,professional/employment status, etc.)and behavioral aspects (such as buyingbehavior, loyalty level, usage rate, andso on).Then ask yourself how well you knowyour beneficiaries: What exactly doPPPCanvas User Guide StartWhy PPPCanvas?you know about them? Is this based oncurrent and reliable information or onperceptions?Overview of the PPPCanvas blocksFAQWhen you have drawn your ExtendedBeneficiaries, try to capture them in onesentence, being as precise as possible.Downloads PPPcanvas empty template PPPCanvas template questions PPPcanvas template completed (example)PPPCanvas User Guide4

3. Value PropositionValuePropositionDescriptionImportant questions How do you distinguish yourself withyour value proposition, compared to1310118369124 What value is delivered to customers?assess the benefits that the PPP offers What is the functional and emotionalmakes you unique?benefit for the targeted customers and What do you want the customer toclearly answers the question: “What’sfor the extended beneficiaries? What’sremember (if possible in a quote,in it for them?tagline, slogan)?Proposition forces you to be focused,which will help define future marketing7your (potential) competitors? Whatto its customers and beneficiaries. Itin it for them?” Formulating a Value512A value proposition helps identify andand distribution activities.The 5 key elements of a Value What problem of the customers’ areyou solving?Exercise Do you have proven track record orconvincing arguments to gain the trustTo formulate the value proposition,and confidence of the customer?answer the questions in the table below:Proposition are:1. Insight: what does the customerValue propositionaspire to, and what prevents her orhim from reaching that aspiration?2. Functional benefits: What does theFor product or service do? How does theproduct or service solve the problem?Why PPPCanvas?Overview of the PPPCanvas blocksFAQreaching that aspiration?our.Productnamethat’s.Why would the user buy your product or service?end-user feel when he or she uses theprovides.How does the product or service solve the problem?product?so. What is the end-result of using the product ?3. Emotional benefits: How does thePPPCanvas User Guide StartCustomerwho What does the customer aspire to, and what prevents her or him from4. Reason to believe: Why would theuser believe you and buy yourHow does the end-user feel?Tagline.How would you summarize your proposition in a few words?product or service?5. Key message or tagline: How wouldyou summarize your proposition in aValue Proposition of a small solar powered milk coolerfew words?For male/female smallholder dairy farmers who want to avoid milk spoilage and expandmarkets. Our Solar Powered Milk Cooler provides longer life for your milk and so betterDownloads PPPcanvas empty templateWatch the video: ’How to formulatebusiness opportunity so you are economic independent and feel proud. Sun cool milk is PPPCanvas template questionsa Value Proposition’good for all! PPPcanvas template completed (example)PPPCanvas User Guide5

4. ImpactImpact131011DescriptionImportant questionsExerciseThe impact is the social, public, and What positive (social, public and/orThe list of indicators used in the Socialenvironmental value created by the PPP.environmental) impact is generatedProgress Index could be used as aIt emphasizes that the PPP is aimingbeyond customer value?checklist to review the intended impactat more than just selling a product or836912service; it aims at (systemic) change, andthe expected return on investment is51247 How do you mitigate potential negativeoutcomes, consequences, and risks? What is the long-term impact beyondof the PPP. This Index separates Basic Human Needs (nutritionand basic medical care, water andmore than financial. This building blockthe PPP? What is the desired changesanitation, shelter and personalis closely linked to the Theory of Changethe PPP is aiming for?safety),(a comprehensive description of how How is the intended impact valued in Foundations of Wellbeing (access toand why a desired change is expectedthe outer (investors’) world? How canbasic knowledge and information andto happen in a particular context) that isyou frame the PPP in that broadercommunications, health and wellnessunderpinning most PPPs.context?and ecosystem sustainability) and Opportunity (personal rights, personalfreedom and choice, tolerance andinclusion, and access to advancededucation).Another reflection can be taken fromthe 17 Sustainable Development GoalsPPPCanvas User Guide StartWhy PPPCanvas?Overview of the PPPCanvas blocksFAQDownloads PPPcanvas empty template PPPCanvas template questions PPPcanvas template completed (example)PPPCanvas User Guideproclaimed by the UN in September2015.6

5. ChannelsChannelsDescriptionImportant questionsExampleChannels describe how a PPP Channels Through what channel are customersWe have developed an Example ofdescribe how a PPP communicates with131011836912124 Which of these channels works best?management of organic waste (includingto deliver its value proposition. This How are these channels integratedfecal sludge), where the business caseas well as distribution and sales7three customer segments, and for eachreached?Customer there are specific channels:role in the customer experience. Thefunctions to raise awareness amongcustomers about the PPP’s productsDownloads PPPcanvas empty template PPPCanvas template questions PPPcanvas template completed (example)PPPCanvas User Guide1. For the municipality: meetings andjoint site visits with the municipalteam2. For the electricity company: meetings,direct contact, and negotiations3. For the farmers’ cooperatives:and services, help the customers tothrough agricultural extensionevaluate the PPP’s value proposition,services, advertisements, trade fairs,and to provide post-purchase customermailings, and agro-input companiessupport.FAQand fertilizer. In this example, there arecontact points that play an importantproducts and services, but it alsoOverview of the PPPCanvas blocksis based on turning waste into energywhich customers would like to beallow customers to purchase the PPP’sWhy PPPCanvas?with customers’ routines? Are there different channels throughchannels. Channels are customermain function of the Channels is toPPPCanvas User Guide Starta PPP that focuses on improving theand reaches its customer segmentsincludes communication (or marketing)5reached at present?7

6. Customer 7DescriptionExample8The Customer RelationshipsWe have developed an Example ofIn this example, there are threebuilding block describes the typesa PPP that focuses on improving theCustomer segments, and for eachof relationships the PPP establishesmanagement of organic waste (includingCustomer Relationship they arewith specific Customer Segments.fecal sludge), where the business case isestablished and maintained inRelationships can range from personalbased on turning waste into energy andspecific ways:(face to face) to self-service tofertilizer.1. For the municipality: personalautomated. You can also distinguishcontact with relevant units of thecustomers with whom you have, or wantmunicipality. Formal contractualto develop, a strategic relationship andrelations also exist. Relationshipsfor which specific account managementmaintained through regular face-to-efforts are undertaken. Maintainingcustomer relationships can be drivenface meetings.2. For the electricity company: personalby customer acquisition, customercontact with relevant units ofretention and boosting sales or impact,the electricity company. Formalwhich may involve different customercontractual relations also exist.relationships.Relationships maintained throughregular face-to-face meetings.Important questions3. For the farmers’ cooperatives:Promotion of biofertilizer productsPPPCanvas User Guide StartWhy PPPCanvas?Overview of the PPPCanvas blocksFAQ What type of relationship has alreadyamong the farmers, cooperatives,been established with your Customerand retailers through mass mediaSegments?(newspaper, television, and radio How effective are these?advertisements) and occasionally What type of relationships do yourface-to-face (at fairs)Customer Segments expect you toestablish and maintain with them?Downloads PPPcanvas empty template PPPCanvas template questions PPPcanvas template completed (example)PPPCanvas User Guide

RevenueStreams7. Revenue StreamsDescriptionImportant questionsExampleRevenue Streams represent the money What are the different revenueWe have developed an Example of(not the profit!) a PPP generates fromeach Customer Segment and possibly131011other income sources for the PPP,836912such as (management) fees paid by the51247fixed, market dependent, volumecustomer segments are willing to paydependent)?for will generate one or more revenueof a single point in time. Revenues PPPCanvas template questions PPPcanvas template completed (example)PPPCanvas User Guidefecal sludge), where the business case isbased on turning waste into energy andfertilizer.In this example, Revenues are asfollows:option do you have to cover these For capital costs:costs? For how long? Was this foreseen- Grants from donors and developmentin the financing strategy? How good (or bad) is your revenuepipeline portfolio?banks From products/ services delivered:- Sales of electricity- Sales of biofertilizer- Tipping/dump fees from wasteup phase versus the desired situationDownloadsmanagement of organic waste (includingyou will need to be clear about whichPPPCanvas (e.g. the investment or start- PPPcanvas empty template If there is a deficit in revenues, whata PPP that focuses on improving theare likely to vary greatly over time, sopoint in time you are capturing in yourFAQ What are the pricing mechanismssupport. Understanding what value yourthe PPPCanvas will provide a snapshotOverview of the PPPCanvas blockscontribute to the overall revenues?for the products and services (e.g.,It is important to understand thatWhy PPPCanvas? How much does each revenue streampublic sector, grants, and other externalstreams for each customer segment.PPPCanvas User Guide Startstreams?after a healthy business has beencreated).companies- Waste collection and toilet emptyingfees- Management fee paid by themunicipality9

8. Key ActivitiesKeyActivitiesDescriptionImportant questionsExerciseKey Activities are the most important What key activities are needed to:List all your key activities. The ‘importantthings a PPP must do to make its- produce or provide the valuequestions’ above can help you tobusiness model work. Key activities13101183691251247proposition?- operate the distribution channels?proposition, reach its customer-m aintain customer relationships?NB: depending on the use of the canvas,segments, sustain its customer-m anage revenue streams?you can keep the list of activities broadrelationships, and ultimately create- What activities are outsourced to(e.g., for visualizing your businesslong-term revenue streams.whom?- How are these activities governed andmonitored?PPPCanvas User Guide StartWhy PPPCanvas?Overview of the PPPCanvas blocksFAQDownloads PPPcanvas empty template PPPCanvas template questions PPPcanvas template completed (example)PPPCanvas User Guidecategorize them.are pivotal for a PPP to fulfill its valuemodel) or detailed (e.g., for verifying theviability of your business model).10

9. Key RecourcesKey ResourcesDescriptionImportant questionsExerciseKey Resources are the most importantWhat key resources are required to:Based on the list of Key Activities, theinputs required to make a business produce or provide the valueassociated resources for each activitymodel work. Business models are1310118369125124can be filled in a template like theproposition?usually based on a number of tangible operate distribution channels?below. It is recommended to work in anand intangible resources. These are maintain customer relationships?Excel sheet, so that the costs that will bethe main assets that your PPP requires manage revenue streams?added in the Costs building block canto create the product or service. Key711easily be processedResources define the kind of materialsyou need, what kind of equipment isrequired, and the types of people youneed to employ. This is directly linked tothe Key Activities of your PPP.Key Resources can be categorized intofour broad types:1. physical (e.g., building equipment),2. intellectual (e.g., knowledge,expertise),3. human (e.g., competences, skills),PPPCanvas User Guide Start4. and financial.Why PPPCanvas?Overview of the PPPCanvas blocksActivity 1Activity 2Activity 3Activity4Activity ads PPPcanvas empty template PPPCanvas template questions PPPcanvas template completed (example)PPPCanvas User GuideResourceResourceResource

KeyPartners10. Key Partners1310118369125124DescriptionExerciseThe Key Partners of the PPP are theTo gain insight into relevant partners,Divide potential partners intostakeholders responsible for valuestart mapping the stakeholders neededcategories: looking at the Valuecreation and for the delivery of theto deliver the Value Proposition. You canProposition, Key Activities, and KeyValue Proposition. Financing partnersconsider making a stakeholder analysis.Resources, which partners would youcan also be included here.For suggestions on how to do thisexpect to be in the PPP? Now look at theeffectively, please visit this website oncurrent partners: who is there and whostakeholder mapping. The picture belowis still missing?Important questions712can also help in identifying the inputs What types of partner are needed forthat various partners offer to the PPP.the partnership to deliver the valueproposition? Which partners are crucial for thepartnership? And for what part? Do you have agreements, contracts,or MoUs in place that confirm theKnowledgepartnership with you? Do they doso explicitly and concretely? AndPhysicalResourcesOtherwith clear demarcations of role,responsibility, risk (taking), andPPPCanvas User Guide StartWhy PPPCanvas?Overview of the PPPCanvas blocksFAQposition in the governance structure? What is the main motivationfor choosing partners (existingobjectives, etc.)?play for the partnership? Which Key Activities do they perform? PPPCanvas template questions Which Key Resources do they bring?PPPCanvas User GuideProductsthe partnership, shared vision or PPPcanvas empty template PPPcanvas template completed (example)PPPnetwork, (financial) contribution to Which key functions do the ormation

11. GovernanceGovernance131011DescriptionImportant questionsExampleGovernance is about the process of How is the partnership structured?We have developed an Example ofcollaboration of the PPP partners.- Who is the main/lead partner?a PPP that focuses on improving theDue to the nature of PPPs (which- What are roles / contributions of eachmanagement of organic waste (includingare multistakeholder partnerships8369125124- How to deal with power (im)balance?is based on turning waste into energyPPPCanvas pays special attention- What kind of partnership agreementand fertilizer. In this example, the keyas follows:PPP is based on how these partners- What are grievances (complaints/ The waste processing company leadsstructures and processes that enableactors to direct, coordinate, and allocateresources for the collaboration as awhole, and to account for activities. Thisincludes decision-making mechanisms,communication agreements, riskallocation, collaboration dynamics, andso on.Overview of the PPPCanvas blocksFAQDownloads PPPcanvas empty template PPPCanvas template questions PPPcanvas template completed (example)PPPCanvas User Guidefeatures of the governance structure are How will decision-making take place?of PPPs is about the design and use ofWhy PPPCanvas?(including what provisions?) is signed?partnership, as the success of theinteract and collaborate. GovernancePPPCanvas User Guide Startfecal sludge), where the business casewith public and private partners), theto the governance structure of the7partner?dispute) mechanisms?- What are the consequences if apartner fails to deliver? How will the PPP communicate bothinternally and externally? How are the risks allocated within thepartnership?- How do partners deal with unforeseencircumstances? Is there a process for monitoring thequality of the partnership/ partnershipprocesses followed?the partnership. The management team hasrepresentatives of all four parties. For each activity, one partner isassigned a final responsibility; the riskof nonachievement also lies with thatpartner.13

12. Cost StructuresCostStructures1310118369124Important questionsExerciseThe Cost Structure describes all the What are the key cost componentsThe full picture of the cost structure canof the PPP (capital expenditure,be developed by systematically mappingis crucial to understanding the PPP’soperational expenditures, maintenanceall costs associated with the Key Activitiesviability. Creating and delivering value,costs, taxes, levies, .)?and Key Resources on a template likegenerating revenue all incur costs. Suchcosts can be calculated relatively easily7after defining the Key Activities and KeyResources. How much are these costs (in absolutefigures and proportionately)? For which Key Resources are most costsAs with all the building blocks, it isimportant to understand that theWhy PPPCanvas?Overview of the PPPCanvas blocksFAQ For which Key Activities are most coststo a required Key Resources, you needActivities building block is missing a vitalPPPCanvas provides a snapshot of oneby an activity which is unimportantpoint in time. Costs are likely to varyand yet has still been included in thegreatly over time, so you will need tobusiness model. When the PPPCanvas isbe clear about the point in time you areused to visualize the PPP, the associatedcapturing in your PPPCanvas (e.g., theimportant questions can be answeredinvestment or start-up phase versus theroughly or in a summarized form of thedesired situation after a healthy businesstable below.has been created).Activity 1Activity 2Activity 3Activity4Activity esource PPPcanvas empty templatePPPCanvas User GuideIf you have a major cost stream thatactivity or your costs are being inflatedbudget estimations?Resource PPPcanvas template completed (example)spreadsheet for ease of processing).to look more closely: either your Key Are the costs forecasts in line with theDownloads PPPCanvas template questionsthe below (it is recommended to use acannot be matched to a Key Activity orincurred?incurred?PPPCanvas User Guide Start14costs incurred to operate the PPP andmaintaining customer relationships, and512DescriptionCostsCostsCostsCostsCosts

Business Ecosystem13. Business EcosystemDescription13101183691251247Exercise15A PPP does not operate in a vacuum. ANote: please use generally recognized,Use the above checklist of variables;number of business ecosystem variablesevidence-based, and up-to-dateselect and specify those that maywill influence the potential impact ofsources for the information neededinfluence the impact of the PPP. Reviewthe PPP. Conversely, a PPP can alsoto answer these questions! Andwhether there are other variables thatinfluence the ecosystem, intentionallyregularly check these sources to updatecan play an important role in the specificor not.your information, since changes orcontext in which the PPP will operate.developments in the ecosystem mayDevelop mechanisms to mitigate theVariables in the Business Ecosystem canlead to (additional) risks, which may leadimpact of these variables. If applicable,include a given policy, a lack of availableyou to rethink the risk allocation for theadd these activities, required resources,professionals or fierce competition.PPP.and costs involved to the Key Activity,Key Resources, and Cost Structure.To give you an idea of what you mightbe facing, a list with examples of suchecosystem variables is provided below.Note that this list is not exhaustive.Examples of Business Ecosystem VariablesImportant questionsMarket & FinanceEnvironmentTechnology Competitors Environmental awareness Main technological trends Access to finance Climate change R&D intensity Interest & currency Environmental Technical skills and What are the potential barriers to thePPP in the business ecosystem?PPPCanvas User Guide StartWhy PPPCanvas?Overview of the PPPCanvas blocksFAQ What are the potential opportunities inexchange ratesthe business ecosystem that the PPP Composition of marketcan benefit from? Inflation PPPcanvas empty template PPPCanvas template questions PPPcanvas template completed (example)PPPCanvas User Guideknowledge What strategies can be used toinfluence the ecosystem? What are the PPP’s main competitors?Culture & CommunityPolicies & PoliticsInfrastructure Gender equality Rules & Regulations (incl. Road infrastructure Cultural (food) habitsDownloadsdegradationimport/ export regulation) Levels of education Bureaucracy Levels of poverty Tax & subsidy schemes Corruption/ transparency Logistics Power and network

Why PPPCanvas?The Business Model Canvas ofimpact, besides the customers. Directprivate partners need clear definitionsAlexander Osterwalder describes thecustomers are not necessarily theand institutional embedding. Thecomponents of a business model inultimate beneficiaries of the PPP.partnership may be temporary, but9 blocks. The original BMC is mainlyTo address the inclusiveness objectivesthe intervention can (should) bedesigned for mapping company busi-of PPPs in the development sector,institutionalized to last.ness models. A number of elements areit makes sense to distinguish themissing in relation to the objectives ofcustomers (from a business perspective)The Business Ecosystem reflects thePPPs with a development focus. Besidesfrom the broader population that theenvironment the PPP is operatingeconomic objectives, PPPs also havePPP envisions having a positive impactin and which can influence and becertain developmental goals and oftenon. This can be in terms of social linksinfluenced by the PPP. This can includeoperate in difficult environments. This iswith customers (e.g., with the family atcontextual variables such as thewhy PPPLab decided to extend the origi-large instead of with just the motherspolitical environment, power balance,nal Canvas, adding 4 additional blocks.buying products), but also in terms ofand economic development, as well astime (interventions might seek changescultural factors, applicable legislation,The Impact of the PPP is the (systemic)over generations, as in the food sector),and present (logistical) infrastructure.transformation or change the PPPor through ‘customers of the customers’This implies both factors that the PPPaims for beyond the direct services or(smallholders or SMEs as customersmay be able to influence (through itsproducts it delivers. This impact includesproviding services to a broaderdirect or indirect work on improvingthe public, social, and environmentalpopulation).the ‘enabling environment’), as well asvalues created - i.e., the relatedPPPCanvas User Guide StartWhy PPPCanvas?Overview of the PPPCanvas blocksFAQDownloadsfactors beyond the control of the PPP.development goals the PPP wants toThe Governance of the partnershipcontribute to. Development impact isneeds extra attention due to theWith the addition of the four newespecially crucial for public parties tonature of PPPs. These kinds ofbuilding blocks, the PPPCanvas, like theengage in the partnership. The Socialpartnerships are inherently formedoriginal BMC, will help PPPs visualize,Return on Investment is the acceptedbetween multiple parties, both publicdesign, and pivot their business model.way of ‘monetizing’ the impact of PPPand private. The success of the PPP isThe PPPCanvas is a tool that can beinterventions, especially useful whenbased on how these actors interact. Theused to analyze the business model ofcommercial revenues do not match thegovernance of PPPs includes decision-the PPP, to gain a deeper understandingPPP-intervention costs.making mechanisms, communicationof what value is being delivered, of howagreements, risk allocation, collabo-the partners aim to deliver it, and towhom exactly it will be delivered. PPPcanvas empty template PPPCanvas template questionsThe Extended Beneficiaries of the PPPration dynamics, and so on. The roles PPPcanvas template completed (example)are the recipients of the envisagedand responsibilities of the public andPPPCanvas User Guide16

Overview of the PPPCanvas blocksPPPCanvas User Guide StartWhy PPPCanvas?Overview of the PPPCanvas blocksFAQDownloads PPPcanvas empty template PPPCanvas template questions PPPcanvas template completed (example)PPPCanvas User GuideThe PPPCanvas consists of 13 buildingA PPP serves 1. Customers who haveWhen customers actually buy theblocks. These are described in this guidea direct relation to the value delivereddelivered product or service, 7. Revenuein the sequence that should be followedby the PPP. Together, the public andStreams are created from the moneywhen using the PPPCanvas. However,private partners create value for theirgenerated by delivering the valueit is also worth keeping in mind thatCustomers. The customers are directlyproposition to the customers. Byusing the PPPCanvas is often an iterativeaffected by t

It is based on the Business Model Canvas (BMC) by Alexander Osterwalder, and can be used to analyze the business model of a PPP in order to gain a deeper understanding of what value is being delivered, how partners aim to deliver thi

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