- To understand, design, and implement a new business model.
- To analyze or renovate an old business model.
- As a prototyping tool.
A business model describes the rationale of how an organization creates, delivers, and captures value.
The Business Model Canvas is a strategic management template for developing new or documenting existing business models. It is a visual chart with elements describing a firm’s value proposition, infrastructure, customers, and finances.
The Business Model Canvas can be printed out on a large surface so groups of people can jointly sketch and discuss business model elements with post-it notes or markers.
- Ask questions; use techniques such as the Six Universal Questions or the Five Whys.
- Have an open mindset, one that might be called a “design attitude” – a commitment to discovering the new and the possibly “out of the box.” The Universal Traveller
 Osterwalder, A., Pigneur, Y. 2010. Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, John Wiley & Sons, New Jersey.