Business Model Canvas
Developed by Alexander Osterwalder, the Business Model Canvas is a strategic management template that maps nine building blocks of a business on a single page: Customer Segments, Value Propositions, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partners, and Cost Structure. It makes the entire business logic visible at once, enabling rapid iteration and strategic discussion.
How to run it
- 1
Display or distribute the BMC template — large enough for sticky notes.
- 2
Work through the nine blocks in this order: Customer Segments → Value Propositions → Channels → Customer Relationships → Revenue Streams → Key Resources → Key Activities → Key Partners → Cost Structure.
- 3
For each block, participants brainstorm answers on sticky notes and place them in the relevant section.
- 4
Discuss and challenge each block. Look for internal contradictions.
- 5
Identify the most uncertain assumptions and mark them for validation.
- 6
Iterate: revise the canvas as assumptions are tested and business understanding deepens.
Tips
Start with Customer Segments and Value Propositions — if these are wrong, everything else is wrong.
Use the canvas to explore alternatives, not just document the current model.
Differentiate between 'what we have' and 'what we need' in the Resource and Activity blocks.',
Variations
Combine with the Value Proposition Canvas for deeper customer insight. Run a 'Blue Ocean' variant to identify opportunities in uncontested market space.
Where it fits
Frequently asked questions
When should I use Business Model Canvas?â–¾
Use Business Model Canvas when you want to: Startup strategy workshops; Business model innovation; Product strategy alignment; Investor preparation.
How long does Business Model Canvas take?â–¾
Business Model Canvas typically takes 60–180 minutes.
How many participants does Business Model Canvas work for?â–¾
Business Model Canvas works best for groups of 2–12 participants.
What materials do I need for Business Model Canvas?â–¾
To run Business Model Canvas you will need: Business Model Canvas template (A0 or projected), sticky notes, markers.
How difficult is Business Model Canvas to facilitate?â–¾
Business Model Canvas is rated intermediate — some facilitation experience is helpful.
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Try it freeMethod descriptions on Workshop Weaver are original content written by our team, based on established facilitation practices. This method was inspired by work from Strategyzer (Osterwalder & Pigneur). Licensed under CC BY-SA 4.0.