Business Model Canvas: Foundation for Innovation

DR. tamu Petra Browne leads a workshop on the business model canvas and value proposition canvas
Dr. Tamu leads a workshop on business model canvas and value proposition canvas

Do you have an innovative business concept but are unsure how to implement it? Do you want to enhance your current business model? The business model canvas is your best tool to achieve this.

Is writing your business plan giving you anxiety? You can find the answer you seek using a one-page technique called the business model canvas. This template was invented by a Swiss entrepreneur and business theorist, Alex Osterwalder, and has been used by many across different sectors.

Since its inception in 2000, the business model canvas has been used by organizations, startup founders, students, and business schools in teaching, innovation, as well as venture building. With this strategist business management template, businesses can concentrate on the aspects of their product that are most crucial. This article will explain the business model canvas and walk you through the processes of developing one.

What is a Business Model Canvas?

A business model canvas is a strategy outlining how a company plans to generate revenue. It defines your target audience, how you add value to them, and financing specifics.

A business model serves as a roadmap for how your company will generate revenue. It describes the many income sources your company will rely on, the price of those services, and the profit your company will make.

Additionally, the business model canvas enables you to define each of these elements on a single page.

Elements of a Business Model Canvas

Before developing a business plan, determine your company’s main objectives. What goals do you have for your company? What services do you provide that are beneficial to your customers?

You should identify the elements your company will require to fulfill its goals with the knowledge you have. The three main aspects of your business strategy will include your customer base, products or services, and revenue stream.

The business model canvas comprises 9 building blocks which include:

Customer Segments, Customer Relationship, Value Proposition, Key Activities, Key Partners, Key resources, Channels, Cost Structure, and Revenue Streams. Click here to learn more about creating your own business model canvas with my online course.

#1. Customer Segments

Customer Segments in a business model canvas are the groups of people or businesses you are attempting to target and offer your products or services. You can better meet their needs by categorizing your consumers based on shared factors, such as geographic location, gender, age, habits, interests, etc.

A business model might focus on different customer segments such as mass market, niche market, Multi-sided market, and diversified market.

#2. Customer Relationships in the business model canvas

You describe your communication strategy with the various consumer segments in this section and the preferred method of communication. Which approach is best for each market category in terms of profitability?

A customer journey map can help you understand the type of relationship your customers have with your business. It will assist business owners in recognizing the many phases that your customers go through when dealing with your business. Additionally, the journey map will assist you in understanding how to attract, keep, and expand your consumer base.

#3. Value Proposition

Value Proposition is the fundamental building block of the BMC. It reflects your unique product or service that solves an issue for a specific consumer segment or adds value to that segment’s life.

A value proposition should be original or distinct from your competitors. If you are introducing a new product, it must be of great quality and innovative. Additionally, if you are offering a product that is currently on the market, it should stand out by having unique attributes and characteristics.

#4. Key Activities as a key element in the business model canvas

A business model canvas includes a section that discusses what actions or tasks must be taken to achieve the business’s objectives. This part should contain a comprehensive outline of all the crucial steps you must take to ensure the success of your company strategy.

These key activities should center on fulfilling its value proposition, reaching target consumer groups, preserving customer relationships, and creating income.

#5. Key Partners

Your BMC should identify the partnership or collaborations necessary to produce or jointly develop your offer. Additionally, you should be able to know which partners are essential to achieving greater business success.

#6. Key Resources

Here, you should state the essential materials or main inputs needed to complete your important tasks to develop your value proposition. Key resources come in various forms, including finances, individuals, intellect, and physical resources.

#7. Channels

Channels are different points of contact that your customer has with your business. Customers can learn more about your product or service and receive your value propositions through many channels.

Additionally, channels can provide post-purchase assistance and give customers a way to purchase goods or services. There are two categories which include owned channels and partner channels.

#8. Cost Structure

You should list all the expenses related to running your business model in this block. Concentrating on calculating the costs associated with creating and carrying out your value propositions, developing revenue sources, and upholding client relationships would be best.

Once you have identified your primary partners, activities, and resources, doing this will be more straightforward. Businesses can either be value-driven or cost-driven.

#9. Revenue Streams

Your business needs to make money. In this section, you need to note the current methods and sources of your income and how you can create new revenue streams in the future.

Each section of the canvas that is relevant can be filled with the information you gather. To begin the exercise, have a business model canvas ready.

3 Reasons all Entrepreneurs Should Craft a Business Model Canvas

One of the most crucial tasks a new entrepreneur can do is create a company strategy. It can help you in figuring out how to reach your target market, identify your company’s weaknesses and strengths, and discover crucial resources you’ll need to be successful.

Here are reasons why all business owners should create a BMC.

#1. Serves as a Dynamic Version of a Business Plan

Unlike a traditional business plan, a BMC is more dynamic. It highlights the fundamental element of a company in a visual, action-focused, and activity-driven manner. A business model canvas is also not time-sensitive and can be used at different stages of the journey to ensure that the actions align with the initial plan.

#2. It Serves as a Criteria for Decision Making

A business model canvas allows business owners to visualize and assess their concepts and ideas. It, therefore, becomes a tool for conscious decision-making as it gives a clear picture of how a business can make and sustain its profit.

#3. Serves as a Framework for Growth

The dynamic nature of a business model canvas makes it a reliable framework for growth as it can be adapted to the different stages of the company’s development. It represents how the owner understands the business at its various stages. Therefore, it can be updated as the business continues interacting with its client and gaining valuable data.


A business plan is a prerequisite for building viable ventures. Startups can benefit from a business model canvas and build a successful business.

We are here to walk you through the process of creating your business model. Click here to begin creating your Business Model and One Page Business Plan.