Previous article
Next article

The Business Model Canvas

In the ever-changing world of business, disruptive technologies and rapidly shifting customer preferences have redefined the playing field. This is where the Business Model Canvas comes into play, an effective method for analyzing and designing business models. Originally developed by Strategyzer, it has become an indispensable tool for consultants worldwide.

What is the Business Model Canvas?

The Business Model Canvas was developed by Alexander Osterwalder and Yves Pigneur as a strategic management and entrepreneurial tool. It was first introduced in their book "Business Model Generation" in 2010. This innovative framework revolutionized the way businesses analyze, design, and communicate their business models.

The primary purpose of the Business Model Canvas is to provide a holistic view of a business's value proposition, target customers, revenue streams, and key activities in a concise and easily understandable format. By mapping out these essential elements on a single page, the canvas allows entrepreneurs, startups, and established companies to visualize and communicate their business model effectively.

The nine key elements of the Business Model Canvas work together to create a comprehensive overview of how a company creates, delivers, and captures value.

The Business Model Canvas for Strategic Decision-Making

The Business Model Canvas serves as a valuable aid in strategic decision-making processes. By providing a visual representation of the key elements of a business model, it enables consultants to assess the current state of the business and identify areas for improvement and innovation. Here's how the Business Model Canvas supports strategic decision-making:

  1. Comprehensive Analysis: The canvas allows consultants to analyze all aspects of a business model in a structured and systematic manner. It provides a holistic view of the business, enabling consultants to assess the interdependencies between different elements and understand how they contribute to the overall value proposition. This comprehensive analysis helps in identifying strengths, weaknesses, and gaps in the existing model.
  2. Identification of Opportunities and Threats: The Business Model Canvas helps consultants to identify potential opportunities and threats in the market landscape. By examining customer segments, value propositions, and channels, consultants can spot emerging trends, changing customer preferences, or disruptive technologies that may impact the business. This knowledge allows for proactive decision-making and the formulation of strategies to capitalize on opportunities or mitigate potential threats.
  3. Scenario Planning and Innovation: The visual nature of the Business Model Canvas makes it an effective tool for scenario planning. Consultants can simulate different scenarios by altering various elements of the canvas and observing the potential outcomes. This facilitates the exploration of innovative solutions, new revenue streams, or alternative business models. By testing different scenarios, consultants can assess the feasibility and implications of strategic decisions before implementation.
  4. Alignment and Communication: The BMC enhances alignment and communication within the organization. It provides a common language and framework for discussing the business model, enabling stakeholders to share a common understanding of the current state and future direction. This alignment promotes effective decision-making by ensuring that all relevant parties are on the same page, reducing ambiguity and potential misinterpretations.
  5. Risk Management: The canvas helps consultants identify and manage risks associated with the business model. By analyzing cost structures, key resources, and partnerships, consultants can assess vulnerabilities and develop risk mitigation strategies. This proactive approach to risk management enhances decision-making by considering potential challenges and contingencies in advance.
  6. Performance Measurement and Monitoring: The Business Model Canvas serves as a basis for performance measurement and monitoring. By setting key performance indicators (KPIs) for each element of the canvas, consultants can track the effectiveness and efficiency of the business model over time. This data-driven approach allows for evidence-based decision-making, enabling adjustments and improvements as needed.

The Meaning of Each Section

The Business Model Canvas is made up of these nine essential sections, each of which provides crucial insight into the functioning of a business:


The Business Model Canvas 


  • Key Activities: This section emphasizes the core tasks that are necessary for the business model to function effectively. These activities can vary depending on the nature of the business and may include activities such as production, problem-solving, research and development, platform/network maintenance, or service delivery. Identifying and optimizing key activities is crucial for ensuring operational efficiency and delivering value to customers.
  • Value Propositions: The value proposition is what sets a company apart from its competitors. It defines the unique combination of products, services, or solutions that address customer needs or solve their problems. Understanding the value proposition helps businesses create a compelling offering that attracts and retains customers, ultimately driving revenue growth.
  • Customer Relationships: This section focuses on the types of relationships a company establishes with its customers. It involves understanding how customers are acquired, retained, and serviced. Building strong customer relationships is essential for customer satisfaction, loyalty, and maximizing the lifetime value of customers. Different types of relationships may include personal assistance, self-service, communities, or dedicated support.
  • Key Partners: Partnerships and collaborations are essential for many businesses to operate effectively. This section identifies the key suppliers, strategic alliances, or other partners that contribute to the success of the business model. Key partners can provide resources, expertise, distribution channels, or access to new markets, allowing the company to leverage shared strengths and capabilities.
  • Customers: Identifying and understanding the target customer segments is fundamental to any business. This section defines the different groups of people or organizations that the company aims to serve. It involves segmenting the market based on various factors such as demographics, needs, behaviors, or preferences. Clearly defining customer segments helps businesses tailor their value proposition and marketing strategies to effectively reach and serve their target audience.
  • Costs: This section details the costs incurred in operating the business model. It includes both fixed and variable costs associated with producing, delivering, and maintaining the value proposition. Analyzing costs in relation to the value proposition can help businesses optimize their cost structure, improve profitability, and explore more cost-effective ways to deliver value to customers.
  • Key Resources: Key resources encompass the assets, capabilities, or knowledge required to deliver the value proposition and operate the business model successfully. These resources can be physical, financial, intellectual, or human. Identifying and managing key resources is crucial for maintaining competitive advantage and ensuring the smooth functioning of the business.
  • Channels: Channels represent the various ways a company communicates with and delivers its value proposition to customers. This section considers the distribution and communication channels through which products or services are made available to customers. Choosing the right mix of channels ensures that the value proposition reaches the intended customer segments effectively and efficiently.
  • Revenue: This section focuses on how a company generates revenue from each customer segment. It involves understanding the pricing mechanisms, revenue streams, and monetization strategies that the business employs. Revenue can be generated through various means such as one-time sales, subscriptions, usage fees, licensing, or advertising. Optimizing revenue streams is crucial for financial sustainability and growth.

Understanding each of these sections of the Business Model Canvas provides valuable insights into the critical components of a company's business model. By examining and fine-tuning these elements, consultants can help businesses develop robust, effective, and innovative strategies that drive success and create sustainable competitive advantage.

How can consultants specifically apply the Business Model Canvas? 

Here are some examples for when and how to use the Model from Strategyzer:

  • Developing new business models: The Business Model Canvas is ideal for creating new business models from scratch. It allows consultants to focus on the key elements and develop innovative ideas.
  • Analyzing existing business models: The Business Model Canvas can also be used to analyze and understand existing business models. It helps to identify strengths and weaknesses and to point out opportunities for improvement.
  • Performing competitive analysis: With the Business Model Canvas, one can also analyze the business models of competitors. Thus, consultants can gain insights into the competitors' strategies and help their clients strengthen their own position in the market.
  • Communication and presentation tool: The Business Model Canvas is not only an analysis and design tool, but also an effective communication and presentation tool. It allows consultants to present business models in a simple and understandable way.

The Transformative Power of the Business Model Canvas for Consultants

The Business Model Canvas holds immense transformative potential for consultants. It provides a structured and systematic approach to understanding, analyzing, and optimizing a company's business model. Consultants can leverage this tool in various ways, making it an indispensable instrument in their toolkit.

  • Crafting New Business Models: When working with startups or organizations seeking to innovate, consultants can utilize the Business Model Canvas to design and develop new business models. By exploring and mapping out the key elements of the canvas, consultants can help their clients create unique value propositions, identify target customer segments, establish effective channels, and determine optimal revenue streams. This enables the development of innovative and differentiated business models that can capture market opportunities and foster growth.
  • Enhancing Existing Business Models: Consultants often collaborate with established companies seeking to improve their current business models. The Business Model Canvas facilitates the identification of areas for optimization and refinement. By assessing each element of the canvas, consultants can pinpoint inefficiencies, identify cost-saving opportunities, refine value propositions, and explore new customer segments or revenue streams. This process enables companies to adapt to changing market conditions, strengthen their competitive advantage, and drive sustainable growth.
  • Studying Competitors: The Business Model Canvas serves as a valuable tool for competitive analysis. Consultants can use it to evaluate and compare the business models of competitors within an industry. By mapping out and analyzing the elements of the canvas for different players, consultants can identify gaps, potential threats, or untapped opportunities. This insight empowers consultants and their clients to make informed strategic decisions, develop differentiated value propositions, and gain a competitive edge in the market.
  • Efficient Communication and Collaboration: The visual and concise nature of the Business Model Canvas enhances communication and collaboration among stakeholders. Consultants can present complex business concepts and strategies in a simplified and accessible format, making it easier for clients and team members to understand and engage with the business model. The canvas encourages dialogue, aligns perspectives, and fosters a shared understanding among stakeholders, leading to more effective collaboration and decision-making.
  • Driving Strategic Decisions and Promoting Innovation: By using the Business Model Canvas, consultants can guide their clients in making strategic decisions that align with their overall business goals. The canvas provides a comprehensive view of the business model, enabling consultants to identify areas of strength and weakness and propose strategies for improvement. It promotes a structured and data-driven approach to decision-making, empowering consultants to evaluate different scenarios, assess risks, and explore innovative solutions. Consultants can act as catalysts for business transformation by leveraging the Business Model Canvas to drive strategic change and foster a culture of innovation within organizations.
  • Delivering Exceptional Value: Ultimately, the use of the Business Model Canvas enables consultants to deliver exceptional value to their clients. By helping companies optimize their business models, identify growth opportunities, and navigate market challenges, consultants contribute to the overall success and growth of their clients' businesses. The insights and recommendations derived from the Business Model Canvas can unlock new avenues for revenue generation, improve operational efficiency, enhance customer experiences, and drive sustainable profitability.

In conclusion, the Business Model Canvas is a transformative tool for consultants, empowering them to analyze, optimize, and innovate business models. Its versatility, visual appeal, and collaborative nature make it an effective communication and decision-making tool. By mastering the Business Model Canvas, consultants can drive strategic decisions, promote innovative solutions, and deliver exceptional value to their clients, ultimately contributing to their long-term success and growth.

Previous article
Next article
Do you have questions on this article?
Contribute to our Q&A forum and ask the community your question!

Related Cases

Company case by EY-Parthenon
Der Geschäftsführer eines in Deutschland führenden Telekommunikationsanbieters denkt über einen Einstieg in den SVoD (Subscription-Video-on-Demand)-Markt nach. Bevor er jedoch viel Zeit in die detaillierte Marktanalyse steckt, möchte er erstmal das Geschäftsmodell von Onflix, dem derzeit internation ... (Open whole case)
Times solved
200+ Ratings
Expert case by Francesco
Our client is SmartBridge, a nonprofit educational institution offering face-to-face tutoring services. The client operates in the US.The mission of SmartBridge is to help as many students as possible to complete studies and prevent that they drop from the school system, in particular in disadv ... (Open whole case)
Times solved
600+ Ratings
Our client, Daily Journal is a highly respected & upscale newspaper which is read widely in the UK. The paper is positioned between the Wall Street Journal and the New York Times. Recently, the newspaper added an online segment which is a spin-off from the motherfirm. is current ... (Open whole case)
Times solved
1.1k Ratings
Expert case by Francesco
Our client is a BlissOttica, an Eyewear Manufacturer that is looking to reach a 10% increase in profits. How would you help our client? ... (Open whole case)
Times solved
100+ Ratings
Expert case by Ian
[PLEASE NOTE: This is a technically difficult case and should only be completed by those coming in as a Technology specialist, i.e. recruiting for McKinsey Digital, BCG Platinion, etc.]Our client is a multinational oil and gas company. While they are vertically integrated and have upstream, midstrea ... (Open whole case)
Times solved
< 100 Ratings
How likely are you to recommend us to a friend or fellow student?
0 = Not likely
10 = Very likely