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Model Canvas • The Strategyzer logo should always fully appear on any slide that
contains our illustrations and/or content.

• This content should not be published on any other online or offline

channels other than Strategyzer’s, unless this has been
previously agreed upon by Strategyzer AG and formalized in
a written agreement.

• This content cannot be resold or integrated into any physical

or software product.

The Business Model Canvas is licensed as creative commons. Enjoy it and adapt it freely, as long as you reference with citation
“Strategyzer.com” and share your work under the same license. The Value Proposition Canvas is copyrighted Strategyzer AG and is not
to be modified or used in software or other commercial products. Feel free to use the Business Model Canvas and Value Proposition
Canvas in meetings or for consulting services under the condition of referencing and citing “Strategyzer.com” and fully displaying the
Strategyzer logo.

@AlexOsterwalder & @YPigneur You can find additional information on businessmodelgeneration.com/canvas/bmc under “Legal Info”. 


blog.strategyzer.com
PEER LEARNING SUMMIT
strategyzer.com
Please contact support@strategyzer.com for any inquiry.

Alex
Osterwalder
Co-founder
Strategyzer

#1 strategy

Your Business
Model

@AlexOsterwalder
In groups of 2 describe your
company’s business models
to each other

(lack of) shared language

Business Model
Canvas

BM canvas
 Designed for: Designed by: Date: Version:
The Business Model Canvas
Designed for: Designed by: Date: Version:
The Business Model Canvas
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

building 

key customer block building 

block
activities relationship building 

block
key value customer building 
 building 

building 

block
block block
partners Key Resources
proposition Channels
segments Key Resources Channels

building 

block building 

key distribution block

resources channels building 


block
building 

block
building 

block

Cost Structure Revenue Streams Cost Structure Revenue Streams

building 
 building 
 building 
 building 


cost structure revenue streams block block block block

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
designed by: Business Model Foundry GmbH, Switzerland
www.businessmodelgeneration.com designed by: Strategyzer AG
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: The makers of Business Model Generation and Strategyzer strategyzer.com
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com

10 11

A Global Movement

Across Europe and America we have many early adopters of the

Canvas. The influence of the Canvas continues to grow in these
regions. Canvas use in Brazil is taking off, where we have the second
largest number of website hits! Colombia and Argentina have been
growing rapidly in South America, as is use in Asia, particularly,
Japan, Indonesia, and China.
Business Model Canvas

Hilti

[sources: Mark W. Johnson, photo: Hilti.com] ill

us
tra
tio
n

HILTI manufactures and sells light machine tools for builders

15 16
[source photo: ceratizit.com]
 Designed for: Designed by:
by: Date: Version:
The
The Business
Business Model
Model Canvas
Designed for: Designed Date: Version:
Canvas
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

?
SELLING

MANUFACTURING DIRECT 1-to-1

Key
Key Resources
Resources Channels
Channels
PARTNERS

HIGH-END how could they kickstart

growth again?
MACHINE TOOLS
X
BUILDERS
FACTORIES PATENTS STORES

SALES FORCE
BRAND NAME
Cost
CostStructure
Structure Revenue
Revenue Streams
Streams

TRANSACTIONAL
SALES

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
designed by: Business Model Foundry AG
designed by: Strategyzer AG The makers of Business Model Generation and Strategyzer
The
Thismakers of Business
work is licensed ModelCommons
under the Creative Generation and Strategyzer
Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: strategyzer.com
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com

they innovated starting

from customer jobs,
pains, and gains

! 19
the customer’s biggest job to get done is NOT to buy/use the tools…
20
[source photo: dholmes.com]
… but to manage, maintain, and replace the tools
(right tool, right place, right time)
21
[source photo: griffinindustrial.co.uk]
?
how could they create more value
for customers?

Hilti Fleet
Management
For a monthly subscription Hilti
helps you track, repair, replace
and upgrade your tools at no
additional cost.
 Are you creating value for your business?
The Business Model Canvas makes explicit how you
are creating and capturing value for your business.
Designed for: Designed by:
v2 Date: Version:
The Business Model Canvas
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

? ?
SERVICE ?
FLEET
? ?
PARTNERS

Key Resources Channels

Zoom out to the
bigger picture to
? ? Zoom in to the
detailed picture to
analyze if you can investigate if the

-Zoom +Zoom
profitably create, customer value
deliver, and capture proposition in your
HILTI TOOL value around this business model
FLEET CONSTRUCTION
particular customer really creates value
MANAGEMEN COMPANY CEO
INVENTORY T value proposition. for your customer.

Cost Structure Revenue Streams

LARGE LONG-
TERM

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

designed by: Strategyzer AG

The makers of Business Model Generation and Strategyzer strategyzer.com

Are you creating value for your customer?

The Value Proposition Canvas makes explicit how
you are creating value for your customers.

169
* Working preview content for private review only, do not distribute — © Copyright Osterwalder, Pigneur, Bernarda, Smith, and Papadakos

ill
us
t ra
tio
n

Tesla
Sport Electrical Vehicles Connectivity

Fast-charging stations In the shopping malls

 Manufacturing Powertrain

“ All our patents

belong to you

”
– Elon Musk, CEO
 Emotio Marketing & Electrical
Produce & na n Costs
access l direct Productio
Distribution Co
sts Powertrains
Cars to Tesla
Manufacture

Infrastructure Daimler
(Factories & Cooperation- (Battery packs)
Tesla Online Tesla based
Superchargers)
Stores brand
High Performance
Electrical cars

What’s Tesla’s Business Model ? Distribute Cars &

Manage
B2B Sales Force
Toyota
(Powertrains)
Superchargers
Sales of Cars
Design Costs Tesla Retail
Outlets
Upper Middle Panasonic
Other Automak
Class Male Higher ers (Batteries)
Income
ars & Talented
Design C Engineers & ger
Innovate Superchar
Managers Network Free charging at
Supercharger Sales of Electrical
stations Powertrains

?
Designed for: Designed by: Date: Version:
The Business Model Canvas
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

rs &
Design Ca
Innovate Emotion
Distribute Cars & access
al direc
Toyota t
Manage High to Tesla dle
(Powertrains) Superchargers Perform Upper Mid
Produc Electrica ance Class Ma
le
e l cars ome
Manufac & Higher Inc
ture Cooperation-
Cars based
Free charging at
Daimler
(Battery packs) Supercharger
stations
direct channels
Key Resources Channels

Panasonic
(Batteries) Infrastructure
(Factories &
Tesla Online
Stores
B2B Why are the building
blocks where they are
Superchargers) Tesla Re
Electrical tail Other
Outlets
Powertrains Automakers
Talented Supercharg
er
&
Engineers Network
Tesla Managers
brand
B2B Sales Forc
e

Cost Structure Revenue Streams

Marketing & Sales of Cars

Design Costs Distribution Cost Sales of
sts s
duction Co Electrical
Pro
Powertrains

designed by: Business Model Foundry AG

The makers of Business Model Generation and Strategyzer

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
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 test most critical
assumptions first

test less critical

spending assumptions later
spending

$ $
uncertainty

uncertainty
$ $
$ $
$ Design, test, $ Design, test,
$ $
$ $

search execution search execution

use cheap and quick use more costly and

experiments first longer experiments later
 AbO`b6S`S

Designed for: Designed by: Date: Version: Designed for: Designed by: Date: Version:
The Business Model Canvas The Business Model Canvas
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

23A7@/07:7B G
DESIRABILITY FEASIBILITY DESIRABILITY
Key Resources Channels Key Resources Channels

4 3 / A 7 0EASIBILITY
7:7B G F VIABILITY
D7/07:7B G
VIABILITY
Cost Structure Revenue Streams Cost Structure Revenue Streams

designed by: Business Model Foundry GmbH, Switzerland designed by: Business Model Foundry GmbH, Switzerland
www.businessmodelgeneration.com www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com

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Designed for: Designed by: Date: Version: Designed for: Designed by: Date: Version:
The Business Model Canvas The Business Model Canvas
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

Key Resources
FEASIBILITY DESIRABILITY
Channels
FEASIBILITY Key Resources
DESIRABILITY
Channels
Build, Borrow, Buy ? Customer Development

VIABILITY
Cost Structure Revenue Streams Cost Structure Revenue Streams

VIABILITY
Sanity Check

designed by: Business Model Foundry GmbH, Switzerland designed by: Business Model Foundry GmbH, Switzerland
www.businessmodelgeneration.com www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com
The Business Model Canvas
Designed for: Designed by: Date: Version:
The Value Proposition Canvas

Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Value Proposition Customer Segment

Gain Creators Gains

FEASIBILITY Key Resources
DESIRABILITY
Channels
Build, Borrow, Buy ? Customer Development

DESIRABILITY
Products Customer
& Services Job(s)

Customer Development

Pain Relievers Pains

Cost Structure Revenue Streams

VIABILITY
Sanity Check

designed by: Business Model Foundry GmbH, Switzerland

www.businessmodelgeneration.com Copyright Business Model Foundry AG
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: The makers of Business Model Generation and Strategyzer strategyzer.com
strategyzer.com
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com

Designed for: Designed by: Date: Version:

The Business Model Canvas
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

FEASIBILITY Key Resources

DESIRABILITY
Channels
Build, Borrow, Buy ? Customer Development

Cost Structure Revenue Streams

VIABILITY
Sanity Check

designed by: Business Model Foundry GmbH, Switzerland

www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com
hypothesis experiment evidence insight action

experiment abc abc

A
h1

abc abc we will..

✓x ?
experiment
B
abc abc
we will..
google
abc

h2

Designed for: Designed by: Date: Version:

The Business Model Canvas
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

Key Resources Channels

Sketch out google’s Business

Model

Cost Structure Revenue Streams

designed by: Business Model Foundry GmbH, Switzerland

www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com
 Designed for: Designed by: Date: Version: Designed for: Designed by: Date: Version:
The Business Model Canvas The Business Model Canvas
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

Network Network Apps

Engineering Automated Engineering Automated

Mobile OS Find (Mobile)

Software Dev (Android)Software
Automated Users Globally Automated Users Globall
Users Globally
Engineering Engineering
Find Find
Telco “Pipes” Telco “Pipes”
Key Resources Channels Key Resources Open Sources Channels Device
Mobile OS Manufacturers
Patented Patented
Device
Algorithms google.com
Manufacturers
Algorithms google.com
Reach an Audience Reach an Audience
ay
Google Pl
+ Sell + Sell
IT Infrastructure
Advertisers Android IT Infrastructure bile Advertisers
Adverti sers
Reach a Mo ll
OS Audience
+ Se

Traffic AdWords Traffic AdWords App

(“eyeballs”) (“eyeballs”) access to 1b Developer
Android s
Android users
Phones
Cost Structure Revenue Streams Cost Structure Revenue Streams

0.- 0.- 0.-

IT Bandwidth IT Bandwidth
Keyword Keyword Keyword Auctions 30%
Auctions Auctions (Mobile) Transaction Cut
Mobile OS
Dev (Android)

designed by: Business Model Foundry GmbH, Switzerland designed by: Business Model Foundry GmbH, Switzerland
www.businessmodelgeneration.com www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com

VPs in
Intermediary Models

@AlexOsterwalder blog.Strategyzer.com
 Wiley
Designed for: Designed by: Date: Version: Designed for: Designed by: Date: Version:
The Business Model Canvas The Business Model Canvas Wiley

Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

?
Books Books
Readers Readers

Key Resources Channels Key Resources Channels

. .
Retailers (i.e Retailers (i.e
Amazon) Amazon) Retailers (i.e.
t sell Amazon)
books tha

what’s wrong sales

force

Cost Structure Revenue Streams Cost Structure Revenue Streams

book sa bo sales
okksa
boo
les les

designed by: Business Model Foundry AG designed by: Business Model Foundry AG
The makers of Business Model Generation and Strategyzer The makers of Business Model Generation and Strategyzer

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com
61 http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com

Indirect Sales Model

Value Prop End Customer Value Proposition to End Customer

Value Prop Retailer

Retailer

Channel
Retailerto

Indirect Sales
Value Proposition to
Intermediary
 Designed for: Designed by: v2 Date: Version:
The Business Model Canvas
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

SERVICE
FLEET

PARTNERS

VPs in Key Resources Channels

B2B Models INVENTORY

ONLINE FLEET
MANAGEMENT
SYSTEM
CONSTRUCTION
COMPANY

Cost Structure Revenue Streams

LARGE LONG-
TERM

designed by: Business Model Foundry GmbH, Switzerland

www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
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customer/user types

Decision Maker $$$

Economic Buyer $$$

VPs in
Saboteurs

Recommenders
Platform Models
Influencers

Users/Customers

[Source: Steve Blank & Bob Dorf, 2012, The Startup Owner’s Manual]
 airBnb Big Picture Business Model

Value Proposition to travellers

accom- Travellers
modations

rent my house Hosts

Multi-sided platform has a

Value Proposition for Each
Customer Segment
Value
Proposition to
hosts

These slides are copyright of Strategyzer AG and are

If you like this presentation, please,
intended for personal use only. For other uses please inquire
feel free to share it but keep these copyright
about licensing fees with Natasha at sales@strategyzer.com.
restrictions
The followinginapplies
mind: to any content you intend to reuse:

• The Strategyzer logo should always fully appear on any slide that
contains our illustrations and/or content.

• This content should not be published on any other online or offline

channels other than Strategyzer’s, unless this has been
previously agreed upon by Strategyzer AG and formalized in
a written agreement.

• This content cannot be resold or integrated into any physical

or software product.

The Business Model Canvas is licensed as creative commons. Enjoy it and adapt it freely, as long as you reference with citation
“Strategyzer.com” and share your work under the same license. The Value Proposition Canvas is copyrighted Strategyzer AG and is not
to be modified or used in software or other commercial products. Feel free to use the Business Model Canvas and Value Proposition
Canvas in meetings or for consulting services under the condition of referencing and citing “Strategyzer.com” and fully displaying the
Strategyzer logo.

You can find additional information on businessmodelgeneration.com/canvas/bmc under “Legal Info”. 


Please contact support@strategyzer.com for any inquiry.

71