Business Model Audit: Improving the Existing Business Canvas Model

This essay discusses the business model of Fusion Group, an international leader in the manufacture and distribution of electrofusion fittings and PE ball valves. It covers the value proposition, product and market fit, and the use of the business canvas model. Suggestions for improving the company's strategies are also provided.

Assignment Title Business
Model Audit Improving the
Existing Business Canvas
Model

Table of Contents
ESSAY ............................................................................................................................................3
REFERENCES................................................................................................................................1

ESSAY
This essay is based on the business model that gives an outline the plans of the company
to generate profit. It also identifies the products and services that the business plan to offer , its
target market and the anticipated expenses that will be incurred by the organization. The main
elements of business model are its costs and pricing. It is necessary for the organisation to
prepare its business model as it helps in getting the overall estimation of the products and
services to be delivered in the market and costs that is to be incurred in manufacturing the
products. The essay reflects on the value proposition of the business and issues related to it,
relationship between its customers and products offered by the company. It also covers the one
major area that is used in Business canvas model and the chosen company is Fusion.
Fusion Group is one of the international leader which deals in the manufacture and
distribution of the electrofusion fittings, PE balls valves. The company has expanded its
operations in UK , Egypt and China. The company is an innovator that is responsible for many
breakthrough that includes the Fusamatic automatic pin technology(Endres, and et.al., 2019) . It
has a wide range of product traceability and also has their own application known as Fusion
assist asset management app. Furthermore, value proposition is defined as the value of a
organisation that they promise to deliver to the customers. It is also considered as the part of
marketing strategy of the business. The value proposition of the Fusion can be communicated to
the customer directly. The company aims at building a clear picture of its customers and also
focus on developing customer value proposition that helps in meeting the expectations of the
customer which also helps in supporting the growth and development of the company as well.
The company is following the structured approach to assist the clients progress from their ideas
right through the high level roadmap which helps in implementing customer value proposition.
The company has collaborated with MCA which is a part of Woleley group in order to build the
product as per the expectation of the customers. Fusion has focused on developing hypothesis
with the internal stakeholders which helps in focusing on Customer Value Proposition design
and conduct research and gain knowledge on the preferences of the customers. In addition to this
, company has used customer value proposition in order to help to shape strategic direction ,
align the communication with the senior stakeholders and also define KPIs and metrics to drive
service levels. The company follows the product development strategy that involves wide range
of innovation. With the help of latest technology such as business intelligence and ensures that

right product reaches to the customer and also offer the products in order to satisfy the ever
changing demand of the customers.
The Product and market fit is one of the common concept which is mainly used by start-
up company so that it can fulfil the needs of the customer. Along with this, it is describing as
process in which organization targets the audience as well as compare it with other firm in order
to increase their profitability. In addition to this, in simple words it means to find the best
product that is capable to meet the trend of the market as well as customer choice. Along with
this, the fusion company is already targeting customer related to construction or companies that
are related with pipe fitting (Tripathi and et.al., 2019). Although they make product according to
the need of the customer as it gathers information through feedback or social sites. This method
helps in analysing the current market trends going on and the way it can be used in advantageous
way. Moreover, the online way of marketing allows the company to know about the purchasing
style of audience which directly contributes in increasing the sales of the company. It is
important for company to develop product and market mix so that it can confirm that audience
are willing to purchase it after launching. It also allows team to achieve important strategic
objectives like growth.
Although fusion company is manufacturing the product according to need of the market which
has contributes in enhancing their sales (Chaturvedi and Prescott, 2020). Generally, the
organization targets audience ha of construction company as it deals in electrofusion fittings, PE
ball valves and associated products and services. The company can conduct market research or
survey which will help in knowing about the issue faced by the customer while making use of
the product. This approach will contribute in finding the appropriate solution for the problem
related to product like it can improve the quality or come up with innovative idea. Along with
this, organization should explain about the value proposition with the product as well as define to
the customer so that it can connect with the firm effectively. Although for sustaining in the
competitive market the company need to explain about the features of the product this will allow
in differentiating between similar nature items. However, fusion can adopt for online marketing
as it will allow the company to know about the marketing strategy used by competitor as well
as benefits it can have in low or same price. Features play crucial role as it helps customer to
make connection between the features a product is offering and the benefits.

Moreover, for developing minimum viable product company need to conduct authentic market
research so that factors present in external market can be identify. Along with this, the value of
the product need to be establish so that customer can be attracting and to test the product so to
get rid of unnecessary product features (Davidsson, 2021). The second last stage is to attract
investor so that appropriate finance can be used to develop the product After developing the
MVP the company need to test it in order to get the result and to know the validity and invalidity
of business. Along with this, the method is to take customer interview as well help in knowing
the areas where company has to develop and their taste and preferences. This will contribute in
knowing the honest review. Although other methods like social media surveys can be taken as it
will give insight of market and customer.
Business canvas model represents the visual representation of the business model of the
company that highlights all the key factors. The model includes the value proposition ,
infrastructure and finances that help the company to align their activities. The model has nine
elements that includes customer segment, value propositions , channels customer relationship ,
key resources , revenue streams key partnerships and cost structure of the company. One of the
factors taken is the customer relationship that has helped the company to invest in product
innovation for expanding its operations and create products according to the changing demands
of the customers. Fusion group has a well established reputation for being the leading innovator
and provider in the global gas , water. By maintaining healthy relationship with the customers ,
the company is able to respond to the strategies and overcome the challenges and successfully
develop the products and services and deliver to the customer. The company has launched a
Fusion assist application that aimed at resolving the issues related to the business. The
application includes various elements that helps in specifying and recording the installation
quality and GPS location of the asset.
Fusion insight uses a barcode platform that helps in analysing the data about the assets
that is installed by the company and also to review the quality of the assets installed. The fusion
toolbox helps in accessing the practical tips and tools that supports the installation and design of
the piping systems that includes the jointing guides, dimensional calculator, flow calculator and
water loss calculator. The application developed by the company focus on creating safe and
sustainability and offer the products to the customer by considering the health and safety of the
customers(García-Muiña,and et.al., 2020). The main purpose of the company is to provide

quality products to its customer by offering new products and services and also build safe and
effective pipe networks which also contributes in protecting the environment.
It is recommended to the company to focus on product development and innovating new
products in the market as per the expectation of the customer and also ensure health and safety of
the customer by offering safe products and services. It is also suggested that the company should
design and develop the fitting of their product and focus on building efficient pipe networks for
the safety of the customer .
From the above essay it can be concluded that being the international leader in the
distribution of the electrofusion fittings, it is necessary of the company to focus on building more
effective products and services in order to reach up to the expectation of the customer and
provide with the effective products(Abdelaal, Khater, and Zaki, 2018). Furthermore , it is
necessary for the company to make required changes in its strategies regularly and adopt to the
ever changing behavioural patterns of the customer and offer quality products and services to its
customers. In addition to this the company should critically evaluate the factors that affects the
reputation in the market and build more effective techniques to resolve the issues that arise and
find possible ways to offer quality and safe products to its customers.

REFERENCES
Books and journals
Endres, and et.al., 2019. Managing digital transformation through hybrid business
models. Journal of Business Strategy.
García-Muiña,and et.al., 2020. Sustainability transition in industry 4.0 and smart manufacturing
with the triple-layered business model canvas. Sustainability.12(6). p.2364.
Abdelaal, M.H.I., Khater, M. and Zaki, M., 2018. Digital business transformation and strategy:
What do we know so far?. University of Cambridge.
Davidsson, P., 2021. It’s the Product-Market Fit, Stupid! Commentary on “Early Indicators of
Very Long-Term Venture Performance: A 20-Year Panel Study” by Eli Gimmon and
Jonathan Levie. Academy of Management Discoveries. 7(2). pp.317-320.
Chaturvedi, T. and Prescott, J. E., 2020. Dynamic fit in an era of ferment: Product design
realignment and the survival-enhancing role of alliances and acquisitions. Research
Policy. 49(6). p.103989.
Tripathi, N. and et.al., 2019. Startup ecosystem effect on minimum viable product development
in software startups. Information and Software Technology. 114. pp.77-91.
Online references
Value proposition , 2022. [Online]. Available through <https://www.fusiongroup.com/en >
1

2