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Business Model Canvas

L2StrategyBusiness modeldesignStages 1 to 5

Reference model

The Business Model CanvasNine building blocks on one page. Value propositions in the centre; customer segments, customer relationships and channels on the right; key activities, key resources and key partners on the left; cost structure and revenue streams along the bottom.KeypartnershipsSuppliers, allies,joint ventures.Which key resourcesand activities dothey provide?Key activitiesWhat we must do todeliver the valueproposition.Key resourcesPhysical,intellectual, humanand financial assetswe need.ValuepropositionsWhat value wedeliver.Which customerproblem we solve,and which needs wesatisfy.CustomerrelationshipsHow we win, keep andgrow each segment.ChannelsHow we reachcustomers anddeliver theproposition.CustomersegmentsThe groups of peopleor businesses wecreate value for.Who are our mostimportant customers?Cost structureThe most important costs in the model; which resourcesand activities are most expensive.Revenue streamsWhat customers really pay for, how they pay, and howmuch each stream contributes.

Value propositions in the centre; who you serve on the right; what you need to deliver it on the left; costs and revenue along the bottom.

About this model

Describes how a business creates, delivers and captures value on one page, as nine linked building blocks.

Alexander Osterwalder & Yves Pigneur — Business Model Generation · 2010

How to read it

  • The right side is about value and customers (segments, relationships, channels); the left side is about the means (activities, resources, partners).
  • Work in this order: who you serve, what you offer them, how you reach them, how you earn, what you need, who helps, and what it costs.
  • The blocks must fit together: every value proposition needs a segment, a channel and a revenue stream.

What this does

Designs how the business creates, delivers, and captures value across nine linked blocks.

When to use it

After the growth vector is chosen — this is where the model gets built, block by block.

Not when: Pre-revenue, still testing whether the idea itself holds up — start with the Lean Canvas instead, and graduate here once there's a real customer segment and revenue line to build the other seven blocks around.

What happens next

Revenue Streams and Cost Structure feed directly into the Three-Statement Financial Model.

Golden thread

Builds on ←

  • ansoff
  • porter5
  • leancanvas
  • vpc

Feeds into →

  • financial

Framework library: Business model (layer L2), lifecycle stages 1 to 5.

Use this tool, free

Sign in to open the worksheet. Your work saves as you type, the AI can draft the parts you have not filled in, and you finish with an analysis and a 30/60/90-day action plan.

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Hand-built by Eccellere and reviewed by Eccellere on 02/11/2026. Guidance, not advice: apply your own judgement.