business model of lbb

The Business Model of LBB explored

In this blog post, we will dive deep into the business model of, using Alexander Osterwalder’s Business Model Canvas as a framework. We will introduce the company, its founders, and the story of how and why it was started, and explore the intricacies of their business model using relevant examples., short for “Little Black Book,” has emerged as one of the leading local discovery platforms in India. Founded by Suchita Salwan and Dhruv Mathur in 2012, LBB has been successful in creating an online community that connects users to curated recommendations for local businesses, events, and experiences. It is a platform that has effectively harnessed the power of user-generated content to promote local businesses and unique experiences.

The Genesis of LBB

Suchita Salwan and Dhruv Mathur, both successful professionals in their respective fields, realized a gap in the market when it came to discovering unique local experiences. While working as a brand strategist for the BBC, Suchita found herself constantly in search of local recommendations for places to visit, eat, and shop. She was not satisfied with the existing platforms that catered to this need, as they were primarily driven by advertisements and not genuine user recommendations.

Dhruv, an experienced software engineer and entrepreneur, shared a similar sentiment. He had previously co-founded another startup, and during that time, he too was seeking authentic recommendations for local experiences. This common interest led them to create LBB, an online platform that caters to the needs of urban explorers, who are always on the lookout for new and exciting experiences in their city.

The Business Model Canvas of LBB

Alexander Osterwalder’s Business Model Canvas is a strategic tool that helps entrepreneurs visualize, design, and innovate their business models. It consists of nine building blocks that cover the critical aspects of a business:

  1. Customer Segments
  2. Value Propositions
  3. Channels
  4. Customer Relationships
  5. Revenue Streams
  6. Key Resources
  7. Key Activities
  8. Key Partnerships
  9. Cost Structure

In the following sections, we will analyze LBB’s business model using each of these building blocks.

Customer Segments’s primary customer segments can be divided into three categories:

  1. Users: LBB targets urban explorers who are seeking unique experiences within their city. These users are predominantly millennials and Gen Z, who are digitally savvy and willing to explore new places and experiences.
  2. Local businesses: serves as a platform for small and medium-sized local businesses to showcase their offerings and reach a wider audience. By partnering with, these businesses get access to a platform that promotes their products and services through authentic user-generated content.
  3. Advertisers: Brands and businesses looking to target the user base can use the platform to run sponsored content and advertisements. provides a wide range of advertising options, allowing brands to connect with their target audience in a contextual and non-intrusive manner.

Value Propositions’s value proposition can be summarized as follows:

  1. For users: offers an online platform where users can discover curated recommendations for local experiences. The platform relies on authentic user-generated content, which ensures that the recommendations are trustworthy and genuine. Users can also contribute their own recommendations, creating a sense of community and belonging.
  2. For local businesses: LBB provides local businesses with a platform to showcase their offerings to a wider audience. The platform helps these businesses increase their visibility and reach potential customers who may not have discovered them otherwise. By partnering with, local businesses can leverage the power of user-generated content to build trust and credibility among their target audience.
  3. For advertisers: LBB offers advertisers a unique and targeted way to reach their desired audience. With sponsored content and advertisements, brands can connect with the platform’s users in a contextual and non-intrusive manner, enhancing the effectiveness of their marketing campaigns.

Channels utilizes multiple channels to deliver its value proposition to its customer segments:

  1. Website: The website serves as the primary channel for users to discover curated recommendations for local experiences. The website is designed to be user-friendly and visually appealing, making it easy for users to navigate and find the information they’re looking for.
  2. Mobile App: offers a mobile app for both Android and iOS devices. The app provides a more personalized and convenient experience for users, with features such as location-based recommendations and the ability to save and share their favorite experiences.
  3. Social Media: LBB has a strong presence on various social media platforms, including Instagram, Facebook, and Twitter. These platforms are used to share content, engage with users, and create awareness about new features and offerings.
  4. Newsletter: sends out regular newsletters to its subscribers, featuring the latest recommendations, updates, and exclusive offers.
  5. Partnerships: LBB partners with various local businesses, event organizers, and influencers to promote its platform and expand its reach.

Customer Relationships focuses on building strong customer relationships through the following approaches:

  1. Personalization: The platform offers personalized recommendations based on users’ preferences, location, and past behavior. This helps in creating a tailored experience that caters to individual tastes and needs.
  2. User-generated content: LBB encourages users to contribute their own recommendations and reviews, fostering a sense of community and ownership among its user base.
  3. Customer support: provides dedicated customer support to address any issues or concerns that users may have, ensuring a positive experience on the platform.
  4. Engagement: LBB actively engages with its users through social media, newsletters, and other communication channels, fostering a strong sense of loyalty and connection with its audience.

Revenue Streams generates revenue through multiple streams:

  1. Advertising: Brands and businesses can advertise on through sponsored content and display advertisements. This provides with a steady stream of advertising revenue.
  2. Subscription: offers a subscription-based model called “LBB Perks,” which provides users with exclusive offers, discounts, and early access to events. Users pay a monthly or annual fee for access to these perks.
  3. Commission: LBB earns a commission on transactions that take place through the platform. This includes bookings for events, experiences, and purchases made from local businesses listed on the platform.
  4. Affiliate Marketing: LBB partners with various e-commerce websites and earns a commission on purchases made through affiliate links.

Key Resources relies on several key resources to run its platform:

  1. Technology: A robust technology infrastructure is crucial for the seamless functioning of’s website and mobile app. This includes servers, software, and other tools required for maintaining and improving the platform.
  2. Content: User-generated content and curated recommendations form the backbone of LBB’s value proposition. A constant flow of fresh and engaging content is essential to keep users engaged and coming back for more.
  3. Human Resources: LBB’s team comprises skilled professionals in various domains, such as technology, content creation, marketing, and customer support. These individuals work together to ensure the smooth functioning of the platform and the delivery of its value proposition.
  4. Partnerships:’s partnerships with local businesses, event organizers, and influencers play a vital role in expanding its reach and generating revenue. These collaborations help to maintain a strong presence in the market and stay ahead of the competition.

Key Activities

The key activities that focuses on to ensure its success include:

  1. Content Curation: constantly works on curating unique and interesting local experiences for its users. This involves researching, reviewing, and selecting the best recommendations to feature on the platform.
  2. Platform Development and Maintenance: LBB continually invests in improving its technology infrastructure, ensuring a seamless and user-friendly experience for its users across both the website and mobile app.
  3. Marketing and User Acquisition: focuses on attracting new users and retaining existing ones through various marketing strategies, such as social media campaigns, partnerships, and targeted advertising.
  4. User Engagement: LBB engages with its users through multiple channels, such as social media, newsletters, and in-app communication, to foster loyalty and encourage user-generated content.
  5. Partnership Management: actively manages its relationships with partners, ensuring that the collaborations are mutually beneficial and contribute to the platform’s growth.

Key Partnerships has established key partnerships with several stakeholders, including:

  1. Local Businesses: LBB partners with local businesses to showcase their offerings on the platform, enabling them to reach a wider audience.
  2. Event Organizers: By collaborating with event organizers, can feature exclusive events and experiences on its platform, attracting more users and generating additional revenue.
  3. Influencers: LBB works with influencers to promote its platform and recommendations, leveraging their reach and credibility to attract new users.
  4. E-commerce websites: Through affiliate partnerships with various e-commerce websites, can earn a commission on purchases made through its platform.

Cost Structure incurs costs across various aspects of its operations, including:

  1. Technology infrastructure: The platform requires continuous investment in servers, software, and other technology tools to ensure a smooth and seamless experience for its users.
  2. Content creation and curation: LBB invests in the research and curation of high-quality recommendations, which requires time and resources.
  3. Marketing and user acquisition: spends on marketing campaigns and advertising to attract new users and retain existing ones.
  4. Human resources: LBB’s team of professionals, including technology experts, content creators, marketers, and customer support personnel, contribute to the platform’s ongoing operational costs.
  5. Partnership management: LBB incurs costs associated with managing and maintaining its relationships with partners.

In conclusion, has successfully created a unique platform that caters to the needs of urban explorers in India by offering curated recommendations for local experiences. By leveraging the power of user-generated content and strategic partnerships, LBB has managed to build a strong and loyal user base. Using Alexander Osterwalder’s Business Model Canvas as a framework, we have dissected the various aspects of LBB’s business model, providing an in-depth understanding of its customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.

This analysis serves as an excellent example of how a startup can create a sustainable and scalable business model by addressing the needs of its target audience and continually innovating to stay ahead of the competition.

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