Business Model Canvas for Light.co: Strategy and Recommendations

This case study develops a business model canvas for Light.co, a mobile digital photography company based in California. It provides an overview of the company, its products (including the L16 camera), services, and management team. The analysis includes key partners, activities, value propositions, customer segments, and relationships. Critical success factors, such as partnering with popular consumer brands and catering to diverse customer segments, are discussed, along with downside risks like copyright issues and quality concerns. The study concludes with recommendations for improving services, enhancing profitability through premium pricing and strategic partnerships, and increasing the number of key channels. The report emphasizes the importance of the nine building blocks of the business model canvas and their interrelationships for achieving competitive advantage.

Running head: BUSINESS MODEL CNAVAS
Business Model Canvas
Name of the Student
Name of the University
Author Note

1BUSINESS MODEL CANVAS
Executive summary
The purpose of the following paper is to develop a business model canvas for the mobile digital
photography company named Light.co. This company is located at California in USA.. In this
paper the overview of the company has been given with their services and products along with a
brief on their management team. The BMC has been designed for this company. The critical
success factors and the downside risks have been discussed as well. The recommendations have
been provided on how to improve the services and products of the company. Recommendations
have been provided for the enhancement in profits for the company as well.

2BUSINESS MODEL CANVAS
Table of Contents
Introduction......................................................................................................................................3
Overview of the company................................................................................................................3
Management team of the company..................................................................................................3
Products and services offered by Tribe...........................................................................................4
Business model canvas....................................................................................................................5
Key relationships between the nine building blocks of the business model canvas........................6
Critical success factors....................................................................................................................7
Solving the downside risks..............................................................................................................7
Changing requirements....................................................................................................................8
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

3BUSINESS MODEL CANVAS
Introduction
This paper focuses on preparing a business model canvas for the company named
Light.co. This company was launched in the year 2013 (Light.co, 2018). The purpose of this
report is to complete the BMC for this company as they work in the mobile digital photography
industry. In this report the critical success factors for this company would have to be discussed
along with the downside risks. These things would be very much helpful indeed. There are
several scopes for further research for this company since it has been a new organization and
facing several challenges. The nine building blocks of the BMC would be evaluated for this
company as well. It would be helpful to discuss about this company for understanding the issues
and its mitigation strategies.
Overview of the company
Light.co is mobile digital photography company that has been launched in the year 2013.
They provide the multi lens cameras for the smartphones (Light.co, 2018). The headquarters of
this organization lies at California in United States of America. They serve in a global sphere
indeed. They use the latest technology for the best photo capturing experience. They have
prepared this in a way that it can be supported in all the mobile devices. The funding that this
company had received was from the investor group that included Bessemer Venture Partners,
CRV and the executive of Qualcomm (Light.co, 2018). They are focused on improving the
technology of their mobile cameras so they can serve their customers better and provide them a
unique experience indeed. Their technology driven cameras are seen to be embedded in the
mobile devices since 2016.

4BUSINESS MODEL CANVAS
Management team of the company
The founder and top manager of this company Light.co is the CEO Dave Grannan and the
CTO Rajiv Laroia (Light.co, 2018). The entire team under these two leaders has been working at
their best efforts. The HR and finance department of this company has been working very hard to
provide the best services for the organization. The engineers who have the responsibility of
looking after the technology based issues are providing the best efforts for the company itself.
They will be inclined to provide better products to their customers in the coming years to make
the mobile digital photography the best experience for the users indeed. They will look to capture
the entire market as they want to innovate new technologies for their products as well.
Products and services offered by Tribe
Light.co offers several services to their customers in the mobile digital photography
industry. One of their best products is the L16 that has 16 camera modules (Light.co, 2018). This
is one of the best and unique models for the digital mobile photography. The technology they use
for this product can be compared with that of the DSLR cameras indeed (Sandbye & Larsen,
2013). It would be better to provide the better photo quality in the mobile devices that would be
better for the users to have the best experience in capturing the memories. The company has also
signed a deal with the smartphone manufacturer company Foxconn that would be helpful for
them to include their technology in those smartphones. The users could experience the best
optical zoom in those mobiles (Sandbye & Larsen, 2013)
Business model canvas
Key Partner
The key partners
Key Activities
The key
Value
Proposition
Customer
Relationships
Customer Segments
The customer

5BUSINESS MODEL CANVAS
are the mobile
companies and the
smartphone
manufacturers.
They will include
the technology and
products innovated
by Light.co in the
smartphones
prepared by them.
activities of
Light.co will
be to improve
their
technology
and provide
their users
with the best
photo
capturing
experience
indeed. They
can indulge in
the best
practices for
the promotion
of their
services
through the
social media.
They have to
develop their
services
They can
choose to use
the online
storage for
their
technology.
They can
launch some
new mobile
apps by which
the digital
photographic
experience
can be
enhanced as
well. The
shutter speed
of cameras
should be
improved for
the optimal
capturing of
the photos
The company
should reach
the customers
personally
through the
use of the
social media.
The tech
support should
also be
provided to
the customers
as well
(Goddard et
al., 2012).
segments should be
the young people in
particular. If they
eye the mass market
they will not be able
to profit much. The
young generation
aned the
professional
photographers
should be their
target market to
whom should they
provide their unique
digital photography
experience
(Sandbye & Larsen,
2013).
The young
generation is the
main target market
of the company
between the ages of

6BUSINESS MODEL CANVAS
continuously
indeed
(Jhandir,
2012).
(Jhandir,
2012).
18 to 35 years
(Armstrong et al.,
2015).
The software
developers can also
be their target
audience as well.
The social media
marketers and
advertisers are also
the target segments
of Light.co(Wedel
& Kamakura,
2012).
Key
Resources
The key
resources are
the Facebook
and Instagram
platforms.
Their
infrastructure
for technology
would also
have to be
improved as
well.
Channels
The different
key channels
are the
websites and
mobile apps in
particular. The
different
advertisement
contents
through the
advertisement
s and software
development
tools.
Cost Structure
The data center costs- 10%
Costs for sales and marketing- 15%
Revenue Streams
Light.co can afford to provide the different
offers to their customers while advertising

7BUSINESS MODEL CANVAS
Research and development costs- 10%
Administration costs- 15%
They should use the premium pricing
method.
some big events and big brands (Keller,
2013).
They can also tie up with the big companies
like Samsung and HTC so they can use the
technology of Light.co in their smartphones.
Key relationships between the nine building blocks of the business model canvas
There is a very important relationship between the nine building blocks of the business
model canvas. All these segments are very crucial for the company as well. The cost structure is
very important since it would give the company the chances to upgrade their services by
providing a mass market. The economic issues can be handled by focusing upon the cost
structure and revenue streams in particular (Dudin et al., 2015).
The value proposition is also very important for the organization since this would
improve the business performance and achieve the competitive advantage for them as well. They
should understand the value proposition of the other companies to survive in the tough
competition. The channels and target segments should be utilized for the best outcomes as well.
The several issues can be solved in various manners as well (Dudin et al., 2015).
Critical success factors
The different success factors that could help the company for gaining the competitive
advantage over their rivals are:-
 They need to tie up with more popular consumer brands over the social media.

8BUSINESS MODEL CANVAS
 Apart from the young generation, they should also try to cater to the needs of different
customer segments above the age limit of forty years. Thus they can gain more customers
and provide them with the best services as well (Jobber & Ellis-Chadwick, 2012).
 Light.co is projecting the technology in their products that would make them successful
for gaining the competitive advantage.
Solving the downside risks
The risks of the company can be mitigated if they employ some strategies in this context
after they identify all the issues.
 The copyright problems can arise in many ways indeed. If they break the copyright rules
they will be in a deep trouble. Their income can be reduced in many ways as well.
 If the quality of the pictures is not up to the mark and this cannot satisfy the customers
this will surely be problematic for the company (Urbancova, 2013).
 They have to make it clear that the technology used in preparing the L16 lens is perfect or
else any discrepancies in this will jeopardize the business.
Recommendations
 The number of the key channels will have to be increased.
 The company must provide the best range of technology based experience to the
customers for a better experience.
 The IT staff must be trained for innovating new skills indeed.

9BUSINESS MODEL CANVAS
Conclusion
This report can be concluded by saying that this business model canvas would be very
much important for the social media marketing organizations like Tribe. The analysis of the
different key channels and key partners provide the information that they should diversify their
customers segments to stay ahead in the competition.
Appendix A
Light.co leaders Products
Dave Grannan (CEO)
Rajiv Laroia (CTO)
L16
Lumen
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