Business model canvas contains nine points related to creating a business model to translate a good idea into a viable business. These nine building blocks are customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnership and cost structure (Osterwalder & Pigneur, 2009). The company is question is Hanson Logistics, a specialist in frozen food distribution. The company already exists and is successful enough to work for Wal-Mart, so arguably it does not need a business model; it already has one. Some of the elements of a business model canvas will be used, however, to discuss a proposed new warehousing facility in Indiana.

The first building block is the customer segments. There are only so many buyers of frozen food, but there are a couple of interesting segments. Wal-mart is obviously going to be the first segment. They are the nation's largest food retailer and...
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