Business Model Canvas
Design and analyze business models using Osterwalder's Business Model Canvas and Lean Canvas. Creates structured 9-block canvases for business model innovation, startup validation, and strategic planning.
What is a Business Model Canvas?
A Business Model Canvas (BMC) is a strategic management template for developing new or documenting existing business models. It's a visual chart describing a firm's value proposition, infrastructure, customers, and finances.
| Aspect | Business Model Canvas | Lean Canvas | |--------|----------------------|-------------| | Creator | Alexander Osterwalder | Ash Maurya | | Focus | Established businesses | Startups, early-stage | | Emphasis | Value creation & delivery | Problem-solution fit | | Key Difference | Key Partners, Key Resources | Problem, Solution, Unfair Advantage |
The 9 Building Blocks
Business Model Canvas Blocks
┌─────────────────┬─────────────────┬─────────────────┬─────────────────┬─────────────────┐
│ Key Partners │ Key Activities │ Value │ Customer │ Customer │
│ │ │ Propositions │ Relationships │ Segments │
│ Who helps us? │ What do we do? │ │ │ │
│ │ │ What value do │ How do we │ Who do we │
│ ├─────────────────┤ we deliver? │ interact? │ serve? │
│ │ Key Resources │ │ │ │
│ │ │ ├─────────────────┤ │
│ │ What do we │ │ Channels │ │
│ │ need? │ │ │ │
│ │ │ │ How do we │ │
│ │ │ │ reach them? │ │
├─────────────────┴─────────────────┴─────────────────┴─────────────────┴─────────────────┤
│ Cost Structure │ Revenue Streams │
│ What does it cost? │ How do we earn? │
└─────────────────────────────────────────────────────┴───────────────────────────────────┘
Block Definitions
| Block | Question | Examples | |-------|----------|----------| | Customer Segments | Who are our most important customers? | Mass market, Niche, Segmented, Diversified | | Value Propositions | What value do we deliver? What problems do we solve? | Newness, Performance, Customization, Price | | Channels | How do we reach and deliver to customers? | Direct, Indirect, Own, Partner | | Customer Relationships | How do we interact with each segment? | Personal, Automated, Self-service, Communities | | Revenue Streams | How does each segment pay? | Asset sale, Subscription, Licensing, Advertising | | Key Resources | What do we need to deliver our value proposition? | Physical, Intellectual, Human, Financial | | Key Activities | What must we do well? | Production, Problem Solving, Platform/Network | | Key Partnerships | Who helps us? | Strategic alliances, Suppliers, Joint ventures | | Cost Structure | What are our major costs? | Fixed, Variable, Economies of scale/scope |
Workflow
Phase 1: Preparation
Step 1: Define Context
## Canvas Context
**Organization:** [Company / Product / Initiative]
**Purpose:** [New business / Innovation / Documentation / Pivot]
**Scope:** [Entire business / Product line / Service]
**Date:** [ISO date]
**Facilitator:** canvas-facilitator
Step 2: Gather Inputs
Before filling the canvas:
- Existing business plans, strategy documents
- Customer research, personas
- Competitive analysis
- Financial data (if documenting existing model)
Phase 2: Fill the Canvas (Right to Left)
Start with Customer Segments (demand side), then move to Value Proposition and infrastructure (supply side).
Step 1: Customer Segments
## Customer Segments
| Segment | Description | Size | Priority |
|---------|-------------|------|----------|
| [Name] | [Who are they? Demographics, needs] | [Market size] | Primary/Secondary |
**Questions to answer:**
- For whom are we creating value?
- Who are our most important customers?
- What are their jobs-to-be-done?
Segment Types
| Type | Description | Example | |------|-------------|---------| | Mass Market | Large group, similar needs | Consumer electronics | | Niche Market | Specialized, specific needs | Luxury goods | | Segmented | Distinct segments, related needs | Banks (retail vs wealth) | | Diversified | Unrelated segments | Amazon (retail + AWS) | | Multi-sided | Interdependent segments | Platforms (users + advertisers) |
Step 2: Value Propositions
## Value Propositions
| Segment | Value Proposition | Type | Differentiation |
|---------|-------------------|------|-----------------|
| [Segment] | [What value delivered?] | [Type] | [Why us over competitors?] |
**Questions to answer:**
- What value do we deliver to each segment?
- Which customer problems are we solving?
- What bundles of products/services do we offer?
Value Proposition Types
| Type | Description | |------|-------------| | Newness | New, previously unavailable | | Performance | Better performance | | Customization | Tailored to needs | | Getting the Job Done | Helps complete a task | | Design | Superior design | | Brand/Status | Status or brand value | | Price | Lower price | | Cost Reduction | Reduces customer costs | | Risk Reduction | Reduces customer risks | | Accessibility | Makes available to new users | | Convenience | Easier to use |
Step 3: Channels
## Channels
| Phase | Channel | Type | Effectiveness |
|-------|---------|------|---------------|
| Awareness | [How do customers learn about us?] | Own/Partner | High/Med/Low |
| Evaluation | [How do they evaluate?] | Own/Partner | High/Med/Low |
| Purchase | [How do they buy?] | Own/Partner | High/Med/Low |
| Delivery | [How do we deliver?] | Own/Partner | High/Med/Low |
| After Sales | [How do we support?] | Own/Partner | High/Med/Low |
Step 4: Customer Relationships
## Customer Relationships
| Segment | Relationship Type | Purpose | Cost |
|---------|-------------------|---------|------|
| [Segment] | [Type] | Acquisition/Retention/Upselling | High/Med/Low |
Relationship Types
| Type | Description | |------|-------------| | Personal Assistance | Human interaction | | Dedicated Personal | Specific rep assigned | | Self-Service | No direct relationship | | Automated Services | Automated personalization | | Communities | User communities | | Co-creation | Customers help create value |
Step 5: Revenue Streams
## Revenue Streams
| Segment | Revenue Type | Pricing Model | % of Revenue |
|---------|--------------|---------------|--------------|
| [Segment] | [Type] | Fixed/Dynamic | [Percentage] |
Revenue Types
| Type | Description | Pricing | |------|-------------|---------| | Asset Sale | Selling ownership rights | List price, Volume, Negotiation | | Usage Fee | Pay per use | Per unit, Tiered | | Subscription | Recurring payment | Monthly, Annual | | Lending/Renting | Temporary access | Time-based | | Licensing | Permission to use IP | Per license, Royalty | | Brokerage | Intermediation fee | Commission | | Advertising | Display ads | CPM, CPC, CPA |
Step 6: Key Resources
## Key Resources
| Resource | Category | Source | Strategic Importance |
|----------|----------|--------|---------------------|
| [Resource] | Physical/IP/Human/Financial | Own/Lease/Partner | Critical/Important/Supporting |
Step 7: Key Activities
## Key Activities
| Activity | Category | Importance | Insource/Outsource |
|----------|----------|------------|-------------------|
| [Activity] | Production/Problem Solving/Platform | Critical/Important | Insource/Outsource |
Step 8: Key Partnerships
## Key Partnerships
| Partner | Type | Motivation | Resources Provided |
|---------|------|------------|-------------------|
| [Partner] | Strategic Alliance/Coopetition/JV/Supplier | Optimization/Risk/Acquisition | [What they provide] |
Partnership Motivations
- Optimization and Economy of Scale - Reduce costs
- Reduction of Risk and Uncertainty - Share risk
- Acquisition of Resources and Activities - Gain capabilities
Step 9: Cost Structure
## Cost Structure
| Cost Category | Type | Driver | % of Total |
|---------------|------|--------|------------|
| [Cost] | Fixed/Variable | [What drives it] | [Percentage] |
**Cost Focus:** ☐ Cost-Driven ☐ Value-Driven
Phase 3: Analysis and Validation
Step 1: Check Coherence
| Check | Question | Pass? | |-------|----------|-------| | Value-Customer Fit | Does value proposition address segment needs? | ☐ | | Channel-Segment Fit | Do channels reach segments effectively? | ☐ | | Revenue-Cost Balance | Do revenues exceed costs? | ☐ | | Resource-Activity Alignment | Do resources support key activities? | ☐ | | Partnership Logic | Do partnerships fill capability gaps? | ☐ |
Step 2: Identify Risks
## Business Model Risks
| Block | Risk | Likelihood | Impact | Mitigation |
|-------|------|------------|--------|------------|
| [Block] | [Risk description] | H/M/L | H/M/L | [Action] |
Lean Canvas (Alternative)
For startups and early-stage ventures, use Lean Canvas which replaces some blocks:
| BMC Block | Lean Canvas Block | Why the Change | |-----------|-------------------|----------------| | Key Partners | Problem | Focus on problem validation | | Key Activities | Solution | Focus on solution validation | | Key Resources | Key Metrics | Measure what matters | | Customer Relationships | Unfair Advantage | Competitive moat |
Lean Canvas Template
## Lean Canvas: [Product/Startup]
**Date:** [ISO date]
**Iteration:** [1, 2, 3...]
### Problem (Top 3)
1. [Most critical problem]
2. [Second problem]
3. [Third problem]
**Existing Alternatives:** [How do customers solve this today?]
### Customer Segments
**Early Adopters:** [Who will use first?]
### Unique Value Proposition
**Single, clear message:** [One sentence that explains why you're different and worth attention]
**High-Level Concept:** [X for Y analogy, e.g., "Uber for dog walking"]
### Solution (Top 3 Features)
1. [Feature addressing Problem 1]
2. [Feature addressing Problem 2]
3. [Feature addressing Problem 3]
### Channels
[Path to customers - how will you reach early adopters?]
### Revenue Streams
[Revenue model, pricing, lifetime value]
### Cost Structure
[Customer acquisition costs, hosting, people, etc.]
### Key Metrics
[The numbers that tell you how you're doing]
### Unfair Advantage
[Something that cannot easily be copied or bought]
Output Formats
Narrative Summary
## Business Model Summary: [Organization]
**Date:** [ISO date]
**Analyst:** canvas-analyst
**Type:** Business Model Canvas / Lean Canvas
### Executive Summary
[2-3 sentence summary of the business model]
### Customer Focus
- **Primary Segment:** [Description]
- **Value Delivered:** [Core value proposition]
- **Channels:** [Primary channels]
### Value Creation
- **Key Activities:** [Core activities]
- **Key Resources:** [Critical resources]
- **Key Partners:** [Strategic partners]
### Financial Model
- **Revenue Model:** [How money is made]
- **Cost Structure:** [Major cost drivers]
- **Unit Economics:** [Key metrics]
### Risks and Opportunities
| Type | Description | Priority |
|------|-------------|----------|
| Risk | [Top risk] | High |
| Opportunity | [Top opportunity] | High |
### Recommendations
1. [Priority recommendation]
2. [Secondary recommendation]
Structured Data (YAML)
business_model_canvas:
version: "1.0"
date: "2025-01-15"
organization: "Acme Corp"
analyst: "canvas-analyst"
type: "business_model_canvas" # or "lean_canvas"
customer_segments:
- name: "SMB Owners"
description: "Small business owners seeking efficiency"
size: "5M in target market"
priority: primary
jobs_to_be_done:
- "Manage invoicing"
- "Track expenses"
value_propositions:
- segment: "SMB Owners"
proposition: "Automated bookkeeping that saves 10 hours/week"
type: convenience
differentiation: "AI-powered categorization"
channels:
- phase: awareness
channel: "Content marketing"
type: own
effectiveness: high
- phase: purchase
channel: "Website"
type: own
effectiveness: high
customer_relationships:
- segment: "SMB Owners"
type: self_service
purpose: retention
cost: low
revenue_streams:
- segment: "SMB Owners"
type: subscription
pricing: "fixed"
amount: "$29/month"
percentage: 85
key_resources:
- name: "AI/ML Platform"
category: intellectual
source: own
importance: critical
key_activities:
- activity: "Platform development"
category: production
importance: critical
insource: true
key_partnerships:
- partner: "Accounting Firms"
type: strategic_alliance
motivation: acquisition
provides: "Referrals, expertise"
cost_structure:
focus: value_driven
costs:
- category: "Engineering"
type: fixed
percentage: 40
- category: "Cloud hosting"
type: variable
percentage: 15
validation:
value_customer_fit: true
channel_segment_fit: true
revenue_cost_balance: true
Mermaid Diagram
flowchart TB
subgraph Partners["Key Partners"]
P1[Partner 1]
P2[Partner 2]
end
subgraph Activities["Key Activities"]
A1[Activity 1]
A2[Activity 2]
end
subgraph Resources["Key Resources"]
R1[Resource 1]
R2[Resource 2]
end
subgraph VP["Value Propositions"]
V1[Value 1]
V2[Value 2]
end
subgraph CR["Customer Relationships"]
CR1[Relationship 1]
end
subgraph CH["Channels"]
CH1[Channel 1]
CH2[Channel 2]
end
subgraph CS["Customer Segments"]
CS1[Segment 1]
CS2[Segment 2]
end
Partners --> Activities
Resources --> VP
Activities --> VP
VP --> CR
VP --> CH
CR --> CS
CH --> CS
subgraph Costs["Cost Structure"]
C1[Cost 1]
C2[Cost 2]
end
subgraph Revenue["Revenue Streams"]
Rev1[Revenue 1]
Rev2[Revenue 2]
end
When to Use
| Scenario | Use Business Model Canvas? | |----------|---------------------------| | New venture planning | Yes - full canvas | | Startup validation | Yes - Lean Canvas preferred | | Business model innovation | Yes - explore alternatives | | Strategic planning | Yes - document current state | | M&A analysis | Yes - compare models | | Product line analysis | Partial - focused canvas |
Integration
Upstream
- stakeholder-analysis - Identify customer segments
- swot-pestle-analysis - Environmental context
- journey-mapping - Customer experience insights
Downstream
- Requirements - Feature requirements from value propositions
- Financial modeling - Revenue and cost projections
- Roadmaps - Initiative prioritization
Related Skills
stakeholder-analysis- Customer and partner analysisswot-pestle-analysis- Strategic contextvalue-stream-mapping- Operational efficiencycapability-mapping- Organizational capabilitiesdecision-analysis- Business model decisions
Interactive Workflow
Arguments
-
<business-description>: Description of the business, startup, or initiative to model -
--mode: Canvas type (default:bmc)bmc: Full Business Model Canvas (~8K tokens)lean: Lean Canvas for startups (~6K tokens)quick: Rapid single-pass canvas (~3K tokens)
-
--output: Output format (default:both)yaml: Structured YAML for downstream processingmermaid: Mermaid diagram visualizationboth: Both formats
-
--dir: Output directory (default:docs/analysis/)
Step 1: Parse Arguments
Extract business description, mode, and output format from arguments.
If no description provided, ask the user: "What business, product, or initiative would you like to create a canvas for?"
Default mode is bmc. Default output is both.
Step 2: Load Business Model Canvas Skill
Invoke the business-analysis:business-model-canvas skill to access:
- 9-block canvas structure
- Block definitions and examples
- Value proposition types
- Revenue model patterns
- Lean Canvas adaptations
Step 3: Execute Based on Mode
BMC Mode (Full Business Model Canvas)
Work through all 9 blocks interactively (right-to-left order):
Demand Side (Start Here):
-
Customer Segments: Who are the most important customers?
- Segment types: Mass market, Niche, Segmented, Diversified, Multi-sided
-
Value Propositions: What value do we deliver to each segment?
- Value types: Newness, Performance, Customization, Price, Convenience
-
Channels: How do we reach and deliver to customers?
- Phases: Awareness, Evaluation, Purchase, Delivery, After-sales
-
Customer Relationships: How do we interact with each segment?
- Types: Personal, Dedicated, Self-service, Automated, Communities
-
Revenue Streams: How does each segment pay?
- Models: Asset sale, Usage fee, Subscription, Licensing, Advertising
Supply Side:
-
Key Resources: What do we need to deliver value?
- Types: Physical, Intellectual, Human, Financial
-
Key Activities: What must we do well?
- Types: Production, Problem Solving, Platform/Network
-
Key Partnerships: Who helps us?
- Types: Strategic alliances, Coopetition, Joint ventures, Suppliers
-
Cost Structure: What are major costs?
- Focus: Cost-driven vs Value-driven
After filling all blocks, validate coherence:
- Does value proposition address segment needs?
- Do channels reach segments effectively?
- Do revenues exceed costs?
Lean Mode (Startup Canvas)
Adapted blocks for early-stage ventures:
- Problem (replaces Key Partners): Top 3 problems to solve
- Solution (replaces Key Activities): Top 3 features
- Key Metrics (replaces Key Resources): Numbers that matter
- Unfair Advantage (replaces Customer Relationships): Cannot be copied
Shared blocks: Customer Segments, Value Proposition, Channels, Revenue Streams, Cost Structure
Focus on problem-solution fit and early adopters.
Quick Mode (Rapid Fill)
Single-pass canvas completion:
- Start with value proposition and customer segment
- Infer other blocks from context
- Skip detailed breakdowns
- Generate minimal viable canvas
- Mark assumptions for later validation
Step 4: Generate Output Artifacts
YAML Output
business_model_canvas:
version: "1.0"
organization: "[Business Name]"
date: "[ISO Date]"
type: "business_model_canvas" # or "lean_canvas"
analyst: "canvas-facilitator"
customer_segments:
- name: "[Segment Name]"
description: "[Who are they?]"
size: "[Market size estimate]"
priority: primary # or secondary
value_propositions:
- segment: "[Segment Name]"
proposition: "[Value delivered]"
type: convenience # newness, performance, customization, price, etc.
differentiation: "[Why us?]"
channels:
- phase: awareness
channel: "[Channel name]"
type: own # or partner
effectiveness: high
customer_relationships:
- segment: "[Segment Name]"
type: self_service
purpose: retention # acquisition, retention, upselling
revenue_streams:
- segment: "[Segment Name]"
type: subscription
pricing: fixed # or dynamic
percentage: 80
key_resources:
- name: "[Resource]"
category: intellectual # physical, intellectual, human, financial
source: own
importance: critical
key_activities:
- activity: "[Activity]"
category: production # production, problem_solving, platform
importance: critical
key_partnerships:
- partner: "[Partner Name]"
type: strategic_alliance
motivation: acquisition # optimization, risk_reduction, acquisition
provides: "[What they provide]"
cost_structure:
focus: value_driven # cost_driven or value_driven
costs:
- category: "[Cost category]"
type: fixed # fixed or variable
percentage: 40
validation:
value_customer_fit: true
channel_segment_fit: true
revenue_cost_balance: true
Mermaid Output
flowchart TB
subgraph Partners["Key Partners"]
P1[Partner 1]
end
subgraph Activities["Key Activities"]
A1[Activity 1]
end
subgraph Resources["Key Resources"]
R1[Resource 1]
end
subgraph VP["Value Propositions"]
V1[Value 1]
end
subgraph CR["Customer Relationships"]
CR1[Relationship 1]
end
subgraph CH["Channels"]
CH1[Channel 1]
end
subgraph CS["Customer Segments"]
CS1[Segment 1]
end
Partners --> Activities
Resources --> VP
Activities --> VP
VP --> CR
VP --> CH
CR --> CS
CH --> CS
subgraph Costs["Cost Structure"]
C1[Cost 1]
end
subgraph Revenue["Revenue Streams"]
Rev1[Revenue 1]
end
Summary Report
## Business Model Canvas: [Organization]
**Date:** [ISO Date]
**Type:** Business Model Canvas / Lean Canvas
### Executive Summary
[2-3 sentence summary of the business model]
### Customer Focus
- **Primary Segment:** [Description]
- **Value Delivered:** [Core value proposition]
- **Channels:** [Primary channels]
### Value Creation
- **Key Activities:** [Core activities]
- **Key Resources:** [Critical resources]
- **Key Partners:** [Strategic partners]
### Financial Model
- **Revenue Model:** [How money is made]
- **Cost Structure:** [Major cost drivers]
- **Unit Economics:** [Key metrics]
### Risks and Assumptions
| Block | Assumption | Risk Level |
|-------|------------|------------|
| [Block] | [Assumption] | High/Med/Low |
### Recommendations
1. [Validate assumption X]
2. [Explore channel Y]
3. [Consider partnership Z]
Step 5: Save Results
Save outputs based on format flag:
YAML file:
docs/analysis/business-model-canvas.yaml
Mermaid diagram:
docs/analysis/business-model-canvas.md
Use --dir to specify a custom output directory.
Step 6: Suggest Follow-Up Actions
After completing canvas:
## Suggested Next Steps
1. **Strategic Context**: Use `/ba:swot-analysis` to understand environmental factors
2. **Value Stream**: Use `/ba:value-stream` to optimize value delivery
3. **Stakeholder Mapping**: Use `/ba:stakeholder-analyze` to identify key relationships
4. **Validation Planning**: Test riskiest assumptions with customers
Version History
- v1.0.0 (2025-12-26): Initial release