Developing a System for Inmates to Connect with Loved Ones

MN5W50QA - Creating a Winning Business
ASSESSMENT 2 Workbook:
Business Model Canvas - Iteration and Reflection
Student Id: [type here]
Lecturer: [type here]
Submission Date: [type here]
NOTES
1. You should stick to one page for each of the parts. To achieve this, you may reduce the font size if needed (no smaller then 8) and you can delete the
guidance words in italics
2. Make full use of the Guide questions in italics in the Workbook
3. For Versions 2 and 3 of your BMCs – you ONLY need to show the changes from the previous version
In the box below, please explain in simple terms, your business idea. Maximum of 100 words
Page 1
The business idea mainly consists of the plan which is developing a system for the inmates who can contact with their loved ones. The
inmates or the prisoners will get the opportunities to speak or meet to their friends and family by earning some reward points. But this will
be only for those inmates who behave courteously and decently in the prison. Although, the loved ones could directly message and speak to
their inmates using that system.

Business Model Canvas Version 1: Initial Idea (Maximum 400 words for the page)
Cost Related Revenue Related
Key Partners
Who are our key partners?
Who are our key suppliers?
Which key resources will our
partners provide? Which key
activities will our partners
perform?
Type here:
The key partners for the business
plan are networking companies,
cyber security companies, Data
protection organisations and a VIP
security company. The key
resources utilised are androids
iphones, iPads and
The key activities that the business
has decided upon to be performed
by the inmates are divided into
three different heads. The heads
are as follows:
 Audio calls
 Video calls
 Personal visits.
Key Activities
What key activities do our value
propositions require in order to
produce, market and deliver
them? What about channels,
customer relationships, different
revenue streams?
Type here: The key activities that
the business will require to
perform for providing the decided
resources to the inmates inside
the jails are deciding upon the best
suited networking, cyber security
and VIP security organisation
which will provide for and deliver
for the resources that are required
in the jail for the inmates. Deciding
upon the suitable companies for
the required services is very crucial
as the service channels and the
revenue streams for the business
will highly depend upon the
selection of the companies.
Value Propositions
What value do we deliver to the
customer? Which of our
customer’s problems are we
helping to solve? Which customer
needs are we satisfying?
Type here: The value propositions
that the business has aimed to
solve for the issues that the
inmates in about 87.5 thousand
inmates living in 150 prisons in the
UK, Wakes and Scotland and their
families face due to the problems
relating to delay happening in
connecting with them more often.
This problem is the major issue
that the business has aimed to
solve for. The emotional needs of
the inmates, their need to be
connected with their family
members and the requirement to
talk to people outside the jail
surroundings , once in a while is
the major needs that this business
idea is satisfying.
Marketing & Sales
Communication
How will we raise awareness of
our products and services with our
target customer segments? What
messages or offers will create
desire and interest? How will those
messages reach our potential
customers? e.g. Facebook ads
Type here: The marketing strategy
of the business includes pitching
this idea in most number of NGOs
that are currently working in the
UK so that they can raise further
more awareness for the business.
Collaborating with various
government societies and
organisations who can help the
business to reach more and more
families who have someone who is
in jail as an inmate.
Customer Segments
For whom are we creating value?
Who are our most important
customers?
Type here: The customer segment
for the business includes 87.5
thousand jail inmates who live in
150 prisons in the UK, Wakes and
Scotland and their families. The
inmates and their families remain
the most important customer
segment of the business.
Key Resources
What key resources do our Value
Propositions require e.g. physical,
intellectual, human, financial?
What resources do our channels,
revenue streams, customer
relationships require?
Type here: These key activities
provided to the inmates are phone
calls, video calls and personal
visits.
The key resources utilised by the
Product & Service Delivery
Channels
How will customers purchase and
receive the product or service?
What about after sales support
e.g. returns? Where will the
marketing communication direct
customers to?
Type here: The product and
service delivery charges are fully
funded by the jail authorities and
the channels are distributed within
Page 2

Business Model Canvas Version 1: Initial Idea (Maximum 400 words for the page)
business are iPhones, android
phones, iPads and computers for
the purpose of audio calling, video
calling, personal meeting setups
and for sending emails.
the jail and the company providing
the services with no middlemen
being in between. The business
takes the sole responsibility in
itself to provide the products and
services taking directly from the
sellers and giving to the jail
authorities.
Cost Structure
What are the most important costs inherent in our business model? (think about fixed and
variable costs). Which resources and key activities are most expensive?
Is the business model more cost driven (helping the customer save money) or value driven?
Is there an opportunity for economies of scale?
Type here: The most important costs are based upon the services used by the inmates
based on the obtained by the prisoners for the daily activities combined all together for 15-
days’ time period conducted by the jail department which then converts to the services
utilised by them. The video calling facility is the most expensive as the data charges and the
network requirements are on the pricey side. But the business model is less cost driven and
more society driven as it aims to benefit the inmates and their families in the best ways
possible.
Revenue Related
What value are our customers willing to pay for? What are they paying now? How do they
currently pay and how would they prefer to pay? How much does each possible revenue
stream contribute to overall revenue? How might we price this product or service e.g.
subscription, fixed or variable pricing, pay in advance, PayPal?
Type here: The most important costs are based upon the services used by the inmates
based on the obtained by the prisoners for the daily activities combined all together for 15-
days’ time period conducted by the jail department which then converts to the services
utilised by them. The video calling facility is the most expensive as the data charges and the
network requirements are on the pricey side. But the business model is less cost driven and
more society driven as it aims to benefit the inmates and their families in the best ways
possible.
End of page 2
Page 3

Business Model Canvas Version 1: Reflection (Maximum 400 words for the page)
Explain the history behind your idea: e.g. how did you come up with the idea, why
do you think it will be successful? Why do you think you are the right person to
develop this idea?
Type here: I had seen the problem or an issue of the family and friends facing a
challenge to communicate with their inmates. So, it could be possibly being
important for everybody to remain in contact with their loved ones. So, the
business idea rose from this problem and to develop a platform for contacting
them. It would be very essential for them to
The problem the inmates and their loved ones don’t have the possibility to keep
contact more often. The solution is to create a platform for the inmate’s family and
a tablet for them so they can stay in contact and to encourage to become the best
version of them.
Reflection: What do you understand by the term ‘reflection’? What is an ‘action
learning set’ and why might it be more effective than individual reflection?
Type here: It is a method to explore the problems which is backed up by an past
experience. It is an action plan to change their opinions in to reality. It provides an
advantage to tackle the misunderstandings, through observations and from past
learnings. In this person has to think about various alternatives and conclude the
reasonable interpretation. It helps to work with team unity with quick response
and main norms and guidelines. It helps to solve the problem solving troubles. It
increase the learning of the people and to be discipline and to work the activities in
a regular way.
Assumptions: What are the main assumptions behind your business idea? How
could you test those assumptions?
Type here: The assumption behind the business idea is to the marketing strategy
and the capital that is to be invested in the business.
End of page 3