Directions:
Using the 9 building blocks from the business model canvas and other research from the internet, write an
executive summary on Yeti Coolers as if you were a part of the company. Below I listed the 9 building
blocks and a description of what needs to be known from each. Below I also have a description of what
an executive summary is and what it includes. The executive summary needs to be around 1.5-2 pages
with 1.5 spacing. DO NOT need to list references. I also added a link that may help with gathering
information. Link to help with research:
https://www.inc.com/magazine/201602/bill-saporito/yeti-coolers-founders-roy-ryan-seiders.html
The 9 building blocks in the business model canvas:
1. Partners – who specifically are they? Who are their joint ventures with? Who are their retail
partners, (REI in one)? What about endorsement deals, manufacturing partners, etc?
2. Key Activities – be specific and also include sponsorships, build Yeti "cult" following, etc.
3. Key Resources – more in line with patents, trademarks, the Yeti name, and possible strategic
partnerships and the founders.
4. Cost Structure – How are the costs assigned – fixed, variable.
5. Value proposition – What are the bundles of products and services being sold that makes me
want to pay over $300? Direct delivery and parts replacement are some
6. Customer Relationships – What are specific relationship building strategies that Yeti uses such
as endorsements, brand ambassadors, social media, outdoor festivals, etc.
7. Channels – How does Yeti get product to the end users? REI is one but think distribution.
8. Customer Segments – What about customers who want to be a part of Yeti "clan" – tribe
mentality?
9. Revenue Stream – Where does the money "flow" in from?? Retail outlets, direct sales, licensing,
wholesales, etc.
Description of what an executive summary is: The Executive Summary is a brief outline of the company’s purpose and goals. While it can be
tough to fit on one or two pages, a good Summary includes: A brief description of products and services A summary of objectives A solid description of the market A high-level justification for viability (including a quick look at your competition and
your competitive advantage) A snapshot of growth potential An overview of funding requirements
