In 30 seconds
- Nine blocks describe a whole business model on one page.
- Customer side, value proposition, and infrastructure and finance.
- Used to test and compare business ideas quickly.
The nine blocks
| Area | Blocks |
|---|---|
| Customers | Customer segments, channels, customer relationships |
| Offer | Value propositions |
| Infrastructure | Key activities, key resources, key partnerships |
| Finance | Revenue streams, cost structure |
Origin
Alexander Osterwalder created the canvas, and it was popularized by the 2010 book Business Model Generation, written with Yves Pigneur.
Using it well
- Start with customer segments and value proposition
- Treat each sticky note as an assumption to test
- Sketch two or three alternative canvases and compare them
- Zoom into the offer with the Value Proposition Canvas
Myth vs reality
Myth · A canvas replaces a business plan.
Reality · It's a thinking tool; plans may still be needed.
Myth · Fill it in once and you're done.
Reality · Update it as experiments confirm or kill assumptions.
Myth · It's only for startups.
Reality · Established companies use it to explore new products.
FAQ
How long does a first canvas take?
An hour or two for a rough team draft.
What's the Lean Canvas?
A startup-focused variation that swaps some blocks for problem and solution.
Can it be used for internal products?
Yes; customers become internal users and revenue becomes value delivered.