Applying Business Model Canvas with Service-Dominant Logic for Child Sponsorship

Abstract

Child sponsorship organizations serve millions of children and their communities around the world as beneficiary customers. To ensure this also in the futures, child sponsorship organizations have to have value propositions that meet the needs of the current and future donating customers.

Starting point of the thesis is that the Business Model Canvas (BMC) as a tool for creating business models that can help child sponsorship organizations to understand connections between their value propositions and customer segments. Despite of the strengths of Business Model Canvas, it is representing an old paradigm of service marketing, and it can be enhanced further by applying new service marketing theory called Service-Dominant Logic (SDL).

Aim of this thesis is to develop a business model canvas for service logic oriented child sponsorship organizations and by doing so, to develop case organization Fida International’s value propositions and customer understanding. Thesis applies The Double Diamond service design process with different service design methods such as co-creation workshops, 8 x 8 ideation and service blueprinting.

Outcomes of the thesis project are increased customer understanding and enhanced value propositions for case organization, and also service logic oriented Business Model Canvas application for child sponsorship organizations that can help other charities also in the futures to designing service logic oriented value propositions.