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ServiceNow Business Model Canvas

ServiceNow Business Model Canvas
Photo By James Harrison, Edited By Grey Knight

A Brief History of ServiceNow

ServiceNow, Inc. was founded in 2004 by Fred Luddy, who previously worked at Peregrine Systems, a software company later involved in a financial scandal. Luddy set out to create a cloud-based platform that would streamline the way IT services are delivered in organizations. The company’s first product, the ServiceNow IT Service Management (ITSM) suite, was launched in 2005.

Over the years, ServiceNow expanded its product offerings to include a wide range of enterprise service management solutions, such as HR, customer service, security operations, and more. The company went public in 2012, and has since become one of the leading providers of cloud-based workflow automation and digital transformation solutions for businesses.

ServiceNow’s rapid growth and innovation have earned it a place on the Forbes Global 2000 list and recognition as one of the fastest-growing software companies in the world. Today, ServiceNow continues to expand its footprint in the enterprise software market, helping organizations across various industries automate and streamline their operations.

Who Owns ServiceNow?

ServiceNow, Inc. is a publicly traded company, meaning it is owned by its shareholders. Some of the top 10 shareholders of ServiceNow, Inc. as of the latest available data include Vanguard Group, Inc., BlackRock, Inc., Fidelity Management & Research Company, T. Rowe Price Associates, Inc., and Capital Group Companies, Inc. These institutional investors and mutual fund companies hold significant stakes in the company and have a vested interest in its performance and growth. Additionally, the company’s executive officers and board of directors also own a substantial portion of the company’s shares, aligning their interests with those of the shareholders. Overall, ownership of ServiceNow, Inc. is diversified among a range of institutional and individual investors.

ServiceNow Mission Statement

ServiceNow, Inc. mission statement outlines their commitment to creating and delivering digital workflows that help organizations streamline their operations, improve productivity, and enhance overall customer and employee experiences. The company focuses on empowering businesses to achieve their goals and drive success through efficient and innovative technology solutions. Their mission is to bring simplicity and efficiency to complex business processes, making work easier and more impactful for their customers.

How ServiceNow Makes Money?

ServiceNow, Inc. is a cloud-based platform that provides IT service management, employee, and customer workflow automation. The company makes money by offering its platform as a subscription-based service, charging customers based on the number of users and the functionality they require. ServiceNow also generates revenue by providing professional services, training, and support to its customers. Additionally, the company earns income through partnerships and integrations with third-party vendors. Overall, ServiceNow’s revenue stream is primarily driven by its subscription-based model, professional services, and partnerships.

ServiceNow’s Business Model Canvas

The Business Model Canvas is a strategic management tool that helps to visualize, design, and analyze a company’s potential business model. It provides a holistic view of the organization and can be used to understand the key components of a company’s business model.

Customer Segments:

– ServiceNow, Inc. primarily targets large enterprises and businesses that require complex IT management solutions.
– It also serves industries such as healthcare, financial services, government, and telecommunications.

Value Propositions:

– ServiceNow offers a comprehensive and integrated platform for IT service management, IT operations management, and IT business management.
– The company’s solutions help customers to streamline their IT processes, automate repetitive tasks, and improve overall efficiency.


– ServiceNow distributes its products and services through its direct sales and marketing teams.
– The company also partners with resellers and system integrators to reach a wider customer base.

Customer Relationships:

– ServiceNow maintains strong customer relationships through its customer success and support teams.
– It also provides online resources, training, and community forums to engage and support its customer base.

Revenue Streams:

– ServiceNow generates revenue through subscription-based licensing of its software platform.
– The company also offers professional services and training to generate additional revenue.

Key Resources:

– ServiceNow’s key resources include its software platform, technology infrastructure, intellectual property, and talented workforce.
– The company also relies on strategic partnerships and alliances to expand its resources.

Key Activities:

– ServiceNow’s key activities include software development, product innovation, sales and marketing, customer support, and service delivery.
– The company also focuses on research and development to continuously improve its offerings.

Key Partners:

– ServiceNow partners with technology companies, system integrators, consulting firms, and resellers to enhance its product and service offerings.
– The company also collaborates with industry organizations and standards bodies to drive innovation and best practices.

Cost Structure:

– ServiceNow’s primary costs include research and development, sales and marketing, customer support, and infrastructure.
– The company also incurs costs related to employee salaries, administration, and professional services.

ServiceNow’s Competitors

ServiceNow, Inc. is a leading provider of cloud-based platform services for enterprise IT management. The company’s competitors in this space include some of the biggest names in the technology industry. The top 5 competitors of ServiceNow, Inc. include:
1. BMC Software
2. Service Management
3. IBM
4. HP
5. Cherwell Software

ServiceNow SWOT Analysis


1. Strong brand recognition and market leader in IT service management
2. Wide range of IT and business management solutions
3. High customer satisfaction and retention rates
4. Robust partnerships with major technology companies
5. Continuous innovation and product development


1. Dependency on a few key customers for a significant portion of revenue
2. High competition in the IT service management and cloud computing market
3. Reliance on third-party vendors for certain functionalities
4. Limited presence in certain global markets


1. Expansion into new markets and industries
2. Increasing demand for cloud-based solutions
3. Growing need for digital transformation and automation in businesses
4. Potential for strategic acquisitions and partnerships
5. Emerging trends in AI, machine learning and IoT


1. Rapidly changing technology and market trends
2. Data security and privacy concerns
3. Intense competition from both established companies and startups
4. Economic downturns impacting customer spending
5. Regulatory changes and compliance requirements.

Concluding Analysis

So, as we wrap up our discussion on the business model of ServiceNow, Inc., it’s clear that the company’s focus on cloud-based solutions and digital workflow optimization has positioned them as a leader in the industry. With its diverse range of services and commitment to innovation, ServiceNow is well-positioned for continued growth and success in the future. As an analyst, I am confident that ServiceNow’s strong foundation and customer-centric approach will enable them to adapt to evolving market trends and maintain their competitive edge. In my perspective, the future looks bright for ServiceNow, Inc. as they continue to drive digital transformation and provide value to their customers.

Additional Resources

To keep learning and advancing your career, we highly recommend these additional resources:

Business Model Canvas of The Top 1,000 Largest Companies by Market Cap in 2024

A List of 1000 Venture Capital Firms & Investors with LinkedIn Profiles

Peter Thiel and the 16 Unicorns: The Legacy of Thiel Fellowship

9 Biggest IPOs of All Time

List of Fortune 500 Companies in 2023

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