The Use-Case Canvas for Bloomon

Bloomon is an Amsterdam based flower delivery services startup. It sources flowers directly from the growers and offers subscription services to customers.

The Use-Case Canvas for 1 use-case of the company is shown below. The use-case in focus is where the company offers flower delivery services for occasions like birthdays, anniversaries etc.

The Use-Case Canvas for Bux

Bux is an Amsterdam based stock trading app. It offers quality content, a practice account for first timers and a platform with sophisticated tools for stock traders.

The Use-Case Canvas for 1 use-case of the company is shown below. The use-case in focus is where the company offers stock trading services to first timers.

The Use-Case Canvas for WhyDonate

WhyDonate is an Amsterdam based crowdfunding platform for social projects. It caters to non-profit organizations, fundraisers and social projects.

The Use-Case Canvas for 1 use-case of the company is shown below. The use-case in focus is where the company offers crowdfunding services to social projects.

The Use-Case Canvas for Symbid

Symbid is an Amsterdam based equity crowdfunding platform for companies.

The Use-Case Canvas for 1 use-case of the company is shown below. The use-case in focus is where the company offers equity crowdfunding services to startups.

The Use-Case Canvas for PaymentGenes

PaymentGenes is a Amsterdam based company offering consulting and recruitment services to Payment & Fintech companies.

The Use-Case Canvas for 1 use-case of the company is shown below. The use-case in focus is where the company offers consulting services to payment startups.

THE USE-CASE CANVAS

Building a product which customers may want is the key to good business idea. Hence working out Use Cases for your product is very essential. Once, you figure out the Use-Cases, analyzing them is also a must.

The Use-Case Canvas enables you to do that. It clearly defines the use-case, the market targeted, all external stakeholders and all other details which can help assess whether the use-case is strategically valuable and sustainable.

Note: The Canvas should be used for 1 use-case. Multiple use-cases should be analysed with multiple canvases.

The 3 ‘U’s in Defining a Use Case

A Use Case is defined as a potential usage of a product or service for a particular customer. It is or generally should be the first step in assessing who your customers can be.

To define a Use Case, the following 3 ‘U’s need to be defined:

Usage: This is the first U and states the solution offered by the product or service. For example, a use case for a crowd-funding platform can be ‘helping companies with thin credit files raise money’.

User: This is the second U and refers to the potential user of the product/service. In the example above, a ‘startup’ can be the user.

Utility: This is the final U and measures the utility of the solution offered to the user. A case which does not offer adequate utility to a user constitutes a weak use case and should be disregarded. In the above example, the utility of crowd-funding platforms is high for startups as the latter find it very difficult to raise money from traditional investors and in different geographies.

Use-Case Marketing

Since a customer is exposed to innumerable marketing messages today, it becomes very important for a marketer to send out a message which can attract the attention of the customer and retain it for some time. A good way to do this is through ‘Use-Case Marketing’.

Using different use-cases in marketing messages has the following impact:

Grabs Attention – Some use cases might be relevant for the customer and he/she might have a similar need at that point in time. Once this happens, the customer tends to read more about the product and how it can be used to satisfy the need.

Creates Startup’s Utility – Now since the customer has read the use case he/she might be interested in and how the startup can help, the customer knows what the startup can be used for.

In ever increasing competition for customer eyeballs, I feel Use-Case Marketing should be part of the marketing strategy of every business.

In fact, for Halllp, I am relying heavily on it. I have tried to develop several potential use cases for the startup and will be pushing these through different channels like Email, Social Media etc.

Some sample use-cases are given below: