This study aims to develop a long-term strategy for Dai-An Software Company; an enterprise software company focuses on accounting software and financial service in Vietnam. Using the approach of business model innovation and the Business Model Canvas, proposed by Osterwalder and Pigneur, as the main framework, we have outlined several key components of the business model of Dai An Company and strategic decisions that would be useful for the growth of the company in practical business situation. This study used the case study method, with the major amounts of data were provided by the owner of the company.

Table of Contents
Abstract I
Table of Contents II
List of Tables III
List of Figures III
Chapter I: Introduction 1
1.1. Background 1
1.1.1. Enterprise Resource Planning – Competitor or Partner? 4
1.1.2. Stand-alone Business Software 7
1.2. Dai-An Accounting Software 9
1.3. Study Objective 11
Chapter II: Literature Review on Business Model 12
2.1. Business Model Innovation 12
2.2. Business Model Canvas 13
2.2.1. Customer Segments 15
2.2.2. Value Proposition 17
2.2.3. Value Proposition Canvas 19
2.2.4. Channels 22
2.2.5. Customer Relationships 23
2.2.6. Revenue Streams 25
2.2.7. Key Activities 29
2.2.8. Key Resources 30
2.2.9. Key Partnerships 31
2.2.10. Cost Structure 32
Chapter III: Strategy Planning 34
3.1. Identify Potential Customer Segments 35
3.2. Building Value Proposition Canvas 36
3.2.1. Enterprises Segment 37
3.2.2. Accounting Firms Segment 42
3.2.3. Freelance Accountants Segment 44
3.2.4. Small Businesses Segment 46
3.3. Growth Model 48
3.4. Market Comparison 50
3.4.1. MISA Joint-stock Company 51
3.4.2. Fast Software Company 53
3.4.3. ERP Providers 55
3.5. Generating Business Model 61
Chapter IV: Conclusion 64
References 65
Appendix I 69
Appendix II 72
1. Customer Pains Trigger Questions 72
2. Customer Gains Trigger Questions 72

List of Tables
Table 1: Comparison between difference groups of enterprise software 4
Table 2: Comparison between Afuah’s business model framework and Osterwalder & Pigneur’s framework 14
Table 3: Pricing Mechanism 28
Table 4: Market Comparison between Dai An Soft and its direct competitors 55
Table 5: Comparison between Dai An’s potential partnerships 59

List of Figures
Figure 1: A visualization view on enterprise software industry 3
Figure 2: A simplified ERP system’s data flows in practice 7
Figure 3: Companies without ERP system 8
Figure 4: The Business Model Canvas 15
Figure 5: Value Proposition Canvas 19
Figure 6: The Value Proposition Canvas for the accountants 38
Figure 7: The Value Proposition Canvas for the chief accountants 39
Figure 8: The Value Proposition Canvas for the CIOs 40
Figure 9: The Value Proposition Canvas for accounting firms’ owners. 43
Figure 10: Value Proposition Canvas for the freelance accountants 45
Figure 11: Value Proposition Canvas for small business owners 47
Figure 12: The business model of Dai An Company 61

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