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D5.5 – Canvas Business Models for the Most Promising System Concepts

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D5.5 – Canvas business models for the most promising system concepts Project acronym: DISCOVERER Grant Agreement: 737183 Project Duration: 1 January 2017 – 31 March 2021 (51 months) Version: 5.2 Date: 28/02/2021 Document dissemination level: Public WP Leader: Daniel Garcia-Almiñana Authors: Daniel Garcia-Almiñana Silvia Rodríguez Donaire Marina García Berenguer Paulino Gil Mora Catalina Maria Pascual Canyelles Margalida Puigserver Rosselló Due date of deliverable 30/10/2020, extended to 28/02/2021 Actual submission date 30/03/2021 This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No 737183. This reflects only the author's view and the European Commission is not responsible for any use that may be made of the information it contains. Deliverable D5.5 (final 29.03.2021) Distribution list Company Name Function Contact information EUROPEAN Guadalupe Project Officer [email protected] COMISSION Sepulcre UNIVERSITY OF Project Peter Roberts [email protected] MANCHESTER Coordinator UNIVERSITAT Daniel Garcia- POLITÊCNICA WP5 Leader [email protected] Almiñana DE CATALUNYA UNIVERSITAT Silvia WP5 POLITÊCNICA Rodriguez- [email protected] Contributor DE CATALUNYA Donaire UNIVERSITAT WP5 POLITÊCNICA Miquel Sureda [email protected] Contributor DE CATALUNYA Simon WP5 EUROCONSULT [email protected] Seminari Contributor UNIVERSITY OF WP5 Nicholas Crisp [email protected] MANCHESTER Contributor Jonathan WP5 DEIMOS SPACE [email protected] Becedas Contributor WP5 DEIMOS SPACE Valeria Sulliotti [email protected] Contributor Virginia WP5 GOMSPACE [email protected] Hanessian Contributor UNIVERSITY OF Georg WP5 [email protected] STUTTGART Herdrich Contributor UNIVERSITY OF Francesco WP5 [email protected] STUTTGART Romano Contributor UNIVERSITY Project COLLEGUE Dhiren Kataria [email protected] Contributor LONDON 2 Deliverable D5.5 (final 29.03.2021) Change record Section/Paragraph Change Revision Date Modified by modified implemented Margalida 1 11.05.2020 All document First draft Puigserver Marina García First draft with 2 03.06.2020 All document Berenguer document format Catalina Maria 2.1 11.06.2020 Pascual Section 7 Canyelles Daniel Garcia- Second draft for 2.2 14.06.2020 Section 4 to 7 Almiñana MS14 Marina García 3 16.11.2020 Section 4 and 8 Berenguer Paulino Gil 4 22.02.2021 Section 8 and 9 Mora Daniel Garcia- 5 18.03.2021 All document Third draft for MS15 Almiñana Paulino Gil Section 4, 9 and 5.1 29.03.2021 Mora appendix Daniel Garcia- 5.2 30.03.2021 All document Almiñana 3 Deliverable D5.5 (final 29.03.2021) Table of contents 1 Executive summary 13 2 Introduction 15 3 Purpose 16 4 Context: Space market and its strategy 17 4.1 Space market 17 4.2 Current EO market 17 4.3 Very Low Earth Orbit characteristics 20 4.4 New market opportunities 22 5 Business Models Methodology 23 5.1 The Canvas template 23 5.1.1 Template representation 23 5.1.2 Identification of the nine Building Blocks 24 5.1.3 Canvas template 25 5.2 The Feedback Loop Diagram 26 5.2.1 Diagram representation 26 5.2.2 Definition of the parameters 26 5.2.3 Feedback Loops 27 6 Existing Business Models 28 6.1 CANVAS Business Model for Planet 28 6.1.1 Customer Segments 28 6.1.2 Value Proposition 28 6.1.3 Channels 29 6.1.4 Customer Relationships 29 6.1.5 Revenue Streams 29 6.1.6 Key Resources 29 6.1.7 Key Activities 30 6.1.8 Key Partnerships 30 6.1.9 Cost Structure 30 6.2 CANVAS Business Model for Digital Globe 31 6.2.1 Customer Segments 31 6.2.2 Value Proposition 31 6.2.3 Channels 32 6.2.4 Customer Relationships 32 6.2.5 Revenue Streams 32 6.2.6 Key Resources 32 6.2.7 Key Activities 32 4 Deliverable D5.5 (final 29.03.2021) 6.2.8 Key Partnerships 33 6.2.9 Cost Structure 33 6.3 CANVAS Business Model for UrtheCast 34 6.3.1 Customer Segments 34 6.3.2 Value Proposition 35 6.3.3 Channels 35 6.3.4 Customer Relationships 35 6.3.5 Revenue Streams 35 6.3.6 Key Resources 35 6.3.7 Key Activities 35 6.3.8 Key Partnerships 36 6.3.9 Cost Structure 36 6.4 CANVAS Business Model for Satellogic 37 6.4.1 Customer Segments 37 6.4.2 Value Proposition 37 6.4.3 Channels 37 6.4.4 Customer Relationships 38 6.4.5 Revenue Streams 38 6.4.6 Key Resources 38 6.4.7 Key Activities 38 6.4.8 Key Partnerships 38 6.4.9 Cost Structure 39 6.5 CANVAS Business Model for Deimos 39 6.5.1 Customer Segments 40 6.5.2 Value Proposition 40 6.5.3 Channels 40 6.5.4 Customer Relationships 40 6.5.5 Revenue Streams 41 6.5.6 Key Resources 41 6.5.7 Key Activities 41 6.5.8 Key Partnerships 41 6.5.9 Cost Structure 42 6.6 CANVAS Business Model for Spire Global 43 6.6.1 Customer Segments 43 6.6.2 Value Proposition 43 6.6.3 Channels 43 6.6.4 Customer Relationships 43 5 Deliverable D5.5 (final 29.03.2021) 6.6.5 Revenue Streams 44 6.6.6 Key Resources 44 6.6.7 Key Activities 44 6.6.8 Key Partnerships 44 6.6.9 Cost Structure 44 6.7 CANVAS Business Model for GOMSpace 45 6.7.1 Customer Segments 45 6.7.2 Value Proposition 45 6.7.3 Channels 46 6.7.4 Customer Relationships 46 6.7.5 Revenue Streams 46 6.7.6 Key Resources 46 6.7.7 Key Activities 46 6.7.8 Key Partnerships 46 6.7.9 Cost Structure 47 6.8 CANVAS Business Model for Spaceflight 47 6.8.1 Customer Segments 48 6.8.2 Value Proposition 48 6.8.3 Channels 48 6.8.4 Customer Relationships 48 6.8.5 Revenue Streams 49 6.8.6 Key Resources 49 6.8.7 Key Activities 49 6.8.8 Key Partnerships 49 6.8.9 Cost Structure 50 7 Success Factors & Patterns analysis 51 7.1 Business model patterns 51 7.2 Can DISCOVERER take advantage of a new business model pattern? 52 7.3 Pattern methodology 52 7.4 Pattern methodology results 53 8 New Business Models 60 8.1 Access to space 60 8.1.1 Customer Segments 61 8.1.2 Value Proposition 62 8.1.3 Channels 62 8.1.4 Customer Relationships 63 8.1.5 Revenue Streams 63 6 Deliverable D5.5 (final 29.03.2021) 8.1.6 Key Resources 64 8.1.7 Key Activities 64 8.1.8 Key Partnerships 65 8.1.9 Cost Structure 66 8.2 Ground Station Services 68 8.2.1 Customer Segments 68 8.2.2 Value proposition 68 8.2.3 Value proposition 69 8.2.4 Customer Relationships 69 8.2.5 Revenue Streams 69 8.2.6 Key Resources 70 8.2.7 Key Activities 70 8.2.8 Key Partnerships 71 8.2.9 Cost Structure 72 8.3 Space Broker Company 73 8.3.1 Customer Segments 73 8.3.2 Value Proposition 73 8.3.3 Channels 73 8.3.4 Customer Relationships 74 8.3.5 Revenue Streams 74 8.3.6 Key Resources 74 8.3.7 Key Activities 74 8.3.8 Key Partnerships 75 8.3.9 Cost structure 75 8.4 Very High Resolution – High Performance platform (Deimos sat4EO) 76 8.4.1 Customer segments 76 8.4.2 Value Proposition 77 8.4.3 Channels 77 8.4.4 Customer Relationships 78 8.4.5 Revenue Streams 78 8.4.6 Key Resources 78 8.4.7 Key Activities 79 8.4.8 Key Partnerships 79 8.4.9 Cost Structure 79 9 Applying DISCOVERER solutions to the NEW CANVASes 81 9.1 Applying DISCOVERER technologies to new satellite solutions 81 9.1.1 Strengths and weaknesses of DISCOVERER technologies 81 7 Deliverable D5.5 (final 29.03.2021) 9.1.2 System Integration and Benefits of DISCOVERER technologies 82 9.2 EO Platform Concepts 83 9.3 Case Studies 84 9.3.1 Planet Labs (VHR-LC/Constellation platform): 84 9.3.2 Sat4EO by Deimos (VHR-HP platform): 84 9.3.3 Satellogic (SAROptic): 85 9.4 Business Model Value Proposition CANVASes 86 9.4.1 Business Model for a VHR-LC Constellation Platform 86 9.4.2 Business Model for a VHR-HP Platform 89 9.4.3 Business Model for a SAROptic platform 92 10 Conclusions/recommendations 96 11 References 97 11.1 External references 97 11.2 Internal DISCOVERER reference documents. 98 11.3 Internal UPC reference documents 99 12 Acknowledgements and disclaimer 101 8 Deliverable D5.5 (final 29.03.2021) List of figures Figure 4.1 Operational satellites by applications, Source: [1] 17 Figure 4.2 Global EO investment. Source: [2] 18 Figure 4.3 The EO upstream value chain. Source: [1] 19 Figure 4.4 The EO downstream value chain Source: [1] 19 Figure 4.5 The Space market evolution. Source: [3] 20 Figure 5.1 Business Model CANVAS. Source: [6] 23 Figure 5.2 Types of channels. Adapted from [6] 24 Figure 5.3 Types of customer relationships from personal to automated. 24 Figure 5.4 Sides of the Canvas Template. Extracted from [6] 25 Figure 5.5 Legend for the Causal loop diagram.
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