Jacob, Alan, Hari, Salman, Phillip

• Undulating treadmills which aids in putting babies to sleep

• Revenue streams: One-off purchase ($600), rental ($18/wk), accessories

• Product is too expensive. Competing products are 30% cheaper (Baby swings: $40-$200).

• Requires parents to operate and overlook (No free time for parents)

• Product usable on during nap time of babies (Low time coverage)

• Possible mechanical noise of product affects the offered value proposition.

• Constrained revenue stream

• Offer a service instead of a product.

• Repurpose "walking" and/or "riding" as an on-demand or subscription based service.

• Create an ecosystem which enables the service to scale to meet individual demands.

• Provide freedom to customers without any expensive commitment.

Using the Elements of Business Model Canvas to differentiate an idea from a competing idea.

In our case, the competing idea is the 'worst idea' assigned to our team, which will be differentiated from the transformed good idea.

Assigned Bad Idea

• New Parents

• Grandparents

Transformed Good Idea

• Parents

• Grandparents

• Primary caregivers

Assigned Bad Idea

• Offerred as a product

• Happy babies without walking them outside

Thus happy parents.

Transformed Good Idea

• Offerred as a service

• Personalized service

• On-demand or Subscribed child care

• Certified caregivers

• No expensive purchase or commitment

Thus happy parents.

Assigned Bad Idea

• Web, Retail, At the neonatal hospital

• Rental stores.

Transformed Good Idea

• Web

• Mobile Applications

• Phone

• Promotional items (welcome kits) at hospitals

Assigned Bad Idea

• Free trial period

• Group promotions

• Advocacy programs

• Referral discounts

Transformed Good Idea

• Online marketplace for finding, managing subscription

• Social media

• Referrals, Community groups.

Assigned Bad Idea

• Manufacturing facility

• Sudoku puzzles for free parents

Transformed Good Idea

• Online presence

• Certified, trained caregivers

• Franchise partners

• Baby product manufacturers

Assigned Bad Idea

• Supply product (treadmills)

• Supply product accessories

Transformed Good Idea

• Manage quality of online marketplace

• Induct caregivers

• Manage franchises according to standards

Assigned Bad Idea

• Baby supplies stores

• Maternity hospitals

• Community groups

Transformed Good Idea

• Franchisees

• Service caregivers

• Ethnic and special- needs caregivers

• Daycares

• Baby product manufacturers and retailers

Assigned Bad Idea

• One off purchase

• Rental revenue

• Accessories sales

Transformed Good Idea

• On-demand purchase

• Subscriptions

• Franchises

Assigned Bad Idea

• Manufacturing

• Sales, Marketing

• Customer Service

• Regulations

• R&D

Transformed Good Idea

• Online presence and subscription

• Franchise management

• Partnership establishment

• Marketing

The bad idea was transformed to a good one primarily by addressing the weaknesses and by converting it from a product into a service.

Each block in the canvas was addressed while contrasting the transformed idea from the original one.

The key benefit and value proposition of the original idea were preserved during this transformation.