The Business Model Canvas (BMC) is a strategic management and lean startup template for developing new or documenting existing business models.

It is a visual chart with elements describing a firm’s or product’s:

  • Value proposition – Why a customer should buy from you
  • Infrastructure – How to reach customers 
  • Finances – What are your revenue and costs sources

BMC can be used across a wide variety of organisations including: Startups, Enterprises and Government.

It is one of the easiest tools to get started with after only a short introduction.

The Model helps us consider the question, what business are we really in?

Organisation Conventional Business What business are they really in?
McDonalds Selling hamburgers Real Estate
Facebook Social Media Network and Platform Advertising
Coca Cola Beverages Logistics networks

Why you need a Business Model

Introduction to Business Model Canvas

Example of Completing the Business Model Canvas

Let’s get started!

  • Remember to complete the boxes in the order recommended by the numbers
  • There are no right or wrong answers.
  • Keep experimenting with the tool to help you learn and develop your strategy


However BMC is just a tool and it does have limitations which include:

  • excludes an organization’s strategic purpose
  • excludes a notion of competition
  • mixes levels of abstraction

For further information about BMC limitations: