What is the BMC Business Model Canvas



The Business Model Canvas (BMC) is a visual tool for creating and developing new or existing business models. It is a strategic management and entrepreneurial tool for facilitating the development of a model for a product or service. It allows entrepreneurs, startups and corporate leaders to quickly map out the ideas necessary to develop business models in a structured, organized manner.

In this article, we will discuss the BMC canvas, its components and its potential benefits:

Definition of Business Model Canvas (BMC)

Business Model Canvas (BMC) is a strategic management and entrepreneurial instrument that assists organizations in developing and understanding their business model. It is based on established strategies which have been tested and proven effective in the business world. The framework helps businesses visualize and articulate their current or design future business models, as well as analyze the potential of developing new ones.

The Business Model Canvas is a graphical representation of your operations, making it easier for entrepreneurs to express insights about their business vision, gain clarity on internal processes, identify new opportunity areas for growth, and effectively plan for change. The BMC consists of nine building blocks which are structured into four components: Key Partnerships, Key Activities, Value Proposition and Profit Formula.

The nine building blocks that make up Business Model Canvas are the following:

  1. Customer Segments – Who are you trying to serve? What customer areas can you target?
  2. Channels – How does your product reach customers? What channels do you need to setup?
  3. Customer Relationships – What type of relationship do customers have with you? How do you interact with them?
  4. Revenue Streams – How much money would customers pay for what you offer them? When will they pay it?
  5. Key Resources – What kind of resources are needed to deliver value to customers? Could they be physical or digital products such as applications or websites?
  6. Key Partnerships – What partnerships could support the delivery of your product/service offering and reduce costs for both parties involved in the process?
  7. Cost Structure – What costs will arise due to your activities (manufacturing/delivery/etc.) related to delivering value to customers?
  8. Value Proposition – What value are you providing/promising customers through your product or service offering that they cannot find elsewhere in the market place today?
  9. Profit Formula – How exactly will put money into your pocket over time through this venture (for example profits generated)?

Overview of BMC

The Business Model Canvas (BMC) is a strategic management and entrepreneur tool used to help individuals and businesses develop, analyze and refine their business model. This framework visualizes all of the essential components that are needed for a successful business – capturing the business model in one place. This can then be used to test different approaches and make changes more quickly in response to market conditions.

The BMC was created in 2008 by Alex Osterwalder as part of his doctoral work in corporate strategy and management science at the University of Lausanne, Switzerland. It brings together nine interrelated building blocks such as customer segments, value propositions, channels, customer relationships, cost structure and revenue streams into a single unified whole. By filling out each of these nine building blocks with information about your company’s practice or product, you can quickly see how everything fits together – allowing you to easily identify problems or opportunities that may have otherwise gone unnoticed. The BMC provides a comprehensive view of your current business model while allowing you to actively engage with it through the process of experimentation, iteration and refinement.

This format also provides a systematic way for individuals or businesses to articulate how they create value for their customers – laying out precisely what it is that customers need from the company; enabling them to better understand how customers perceive them versus competitors; ultimately helping them identify potential areas for growth or improvement within their operations.

So if you’re looking for an easy-to-use tool that can help you accurately visualize your company’s current approach while spotting areas in which improvements could be made – then look no further than the Business Model Canvas!

Components of BMC

The BMC Business Model Canvas is used to describe and analyze business models. It consists of nine components that help you structure your business model into a concise visual representation. These components include:

  • Customer Segments
  • Value Propositions
  • Channels
  • Customer Relationships
  • Revenue Streams
  • Key Activities
  • Key Resources
  • Partners
  • Cost Structures

Let’s take a closer look at these components and understand how they can be used to create the best business model for your company.

Customer Segments

Customer Segments are a component of the Business Model Canvas (BMC), which is used to analyze and refine existing business models or create new ones. It contains 9 parts that are key components of a successful business. Customer Segments, along with Customer Relationships, Channels, Value Propositions, Revenue Streams and Resources & Activities form the core elements of any business model.

Customer Segments refer to which people the company is targeting with its products and services. With this component in mind, organizations must identify all potential customers who may benefit from their products/services to better understand their target market. These customer groups can be identified by different characteristics such as location, age or gender. Knowing who your customers are is vital in determining who you need to cater your product/service offering for to maximize profit and increase customer satisfaction. Organizations must take into account each customer segment’s needs and desires in order to increase sales opportunities as well as staying ahead of competition.

For example, if an organization identifies two customer segments—young adults ages 20-25 in urban cities across North America and senior citizens 55+ living within 5 miles of their office—they can start to determine the design features that would appeal to each demographic when building on their new product launch plans while also assessing what marketing messages will resonate best within each group given their market position in those specific regions.

By understanding these segments more deeply, companies can be better informed when strategizing how they should invest resources and tailor products/ services based on the wants and needs of these potential customers as well as acquire a better understanding of what sort of revenue streams would best suit them given certain conditions such as price points etc…

Value Propositions

Value propositions are the bundle of products and services that a company offers to its customers in exchange for payment. They are what separate a business from its competitors and provide customers with reasons to buy from or remain loyal to the company. In order for an organization’s value proposition to be successful, it must contain high-value products and services that uniquely differentiate the company from its competition and provide customer benefit.

The Business Model Canvas (BMC) refers to a tool used by companies of all sizes to design, analyze and develop business models. It helps organizations map out their current or proposed business model on one page, in order to understand their customers, their value propositions, their resources and partnerships as well as their costs. Value Proposition represents one of the 9 building blocks found in every well designed BMC which include:

  • Customer Segments: Identify targeted customer segments in terms of demographics, lifestyle preferences etc.
  • Value Propositions: Decide which services or goods your company may offer that will satisfy these segments’ needs better than any existing alternatives do.
  • Channels: Determine which channels—such as websites, sales people, stores or TV—your organization will use to reach target audience groups or deliver goods & services directly.
  • Customer Relationships: Establish which types of relationships each segment requires – whether it’s personal assistance with purchasing decisions or just convenient self service options – that demonstrates your commitment and understanding’s regarding customers needs & preferences.
  • Revenue Streams: Also known as monetization strategies, decide exactly how you’ll receive payments from customers in exchange for delivering goods & services they require.


Channels refer to the ways in which customers receive products, services and information. This includes physical locations, websites, sales and distribution networks, performance activities (such as digital tools and resources) that are used to reach potential customers.

Building channels can be a costly investment because methods such as printing brochures or advertising need time and money invested in order to be effective. Nonetheless, with robust channels your business can efficiently reach a greater number of customers, allowing for higher sales growth.

Strategies for developing successful channels include:

  • Optimizing existing networks
  • Creating new ones such as online outlets or online marketing campaigns

Additionally, it is important to create a customer experience map to identify different customer touch points when using business channels. By doing this you can recognize where positive customer interactions are happening and identify negative patterns that need redressal.

Customer Relationships

Customer relationships is a key component of the business model canvas (BMC). It refers to the type of relationship that an organization has with its customers and how it interacts with them.

Generally, different customer relationships will have different levels of engagement. This could range from simply providing sales and dealing with customers’ inquiries, to establishing deeper relationships such as loyalty programs or even forming partnerships. Additionally, organizations should consider their channels for connecting with their customers – including digital channels such as email, social media and mobile apps.

The relationship between a company and its customers can be used to develop competitive advantages, foster innovation, and differentiate a company from its competitors. There are several components that make up customer relationships:

  • Customer interaction: The interaction between an organization’s employees and its customers is crucial in developing successful customer relationships. It needs to be tailored to each individual while also being consistent across all interactions.
  • Customer segmentation: Organizations often divide their customer base into segments in order to better understand the needs and wants of each individual segment. This allows the creation of more targeted campaigns that more effectively meet the requirements of each segment individually.
  • Customer service: Customer service is vital in creating strong customer relationships by providing help for customers through various communication channels (phone, live chat etc.) when they are having issues or need assistance with any product or service related problems.
  • Loyalty programs: Loyalty programs can build up long-term trust between a company and its customers by offering rewards when they reach specific predetermined milestones or buy additional services from organizations’ products or services range over long periods of time.
  • Partnerships: In some cases, companies may cultivate stronger connections by partnering up with relevant third parties (eCommerce platforms etc.) in order to offer more convenience for their customers and better match their preferences when shopping online or using other digital services related products – resulting in improved experiences overall that can also increase returns on investments (ROIs).

Revenue Streams

Revenue streams refer to the cash generated by a company by selling its products or services. Such cash flows may be generated from more than one source and a company can gain additional benefits from complementary products or sources of income. To help visualize and plan revenue streams, companies use tools such as the Business Model Canvas (BMC).

The BMC is an innovative tool for developing new business models or revising existing ones. It is essentially a visual chart with nine components that include customer segments, value propositions, channels, customer relationships, revenue streams, resources, activities, partners and cost structures.

Talking about revenue streams specifically in the context of BMC means taking into account all potential sources of income that a company can generate in order to reach its goals. Revenue streams involve identifying likely customers—i.e., target markets—and determining what prices those customers are willing to pay for products and services ensuring sustainable flow of cash over time. Identifying and understanding such Cash Flow is important because it allows companies to identify their weaknesses (e.g., lack of access) as well as opportunities (like providing new products or services that would open up its ability to generate more income).

The BMC approach enables companies to make well-informed decisions around how best they can monetize their idea and product or service portfolio by helping them assess the degree of risk associated with each identified stream before committing time and resources in such areas. By understanding the strengths and weaknesses related to each revenue stream option along with potential risks involved, companies are able to make informed decisions that make better use of available resources while maximizing returns from selected streams at given points in time.

Key Resources

Key resources are the materials, people, technology, financial and knowledge resources needed to create a product or service. This includes tangible and intangible elements. For example, personnel can provide customer service and technical support, while software could be used to develop a website.

In the Business Model Canvas (BMC), key resources are broken into two sections: physical and intellectual/financial/human resources. Physical resources refer to the tangible property of a company that can be owned or leased such as factory space or production equipment. On the other hand, intellectual/financial/human resources are technically intangible but these are equally significant for businesses such as patents or skillsets of employees.

For businesses to remain competitive in their respective fields, they must constantly search out ways to source and optimize key resources in order to produce more efficiently. Companies should also be aware of how their competitors obtain and use key resources which can provide insight into analyzing the market opportunity better and streamlining internal operations more efficiently. The efficient allocation of key resources is fundamental for companies looking to achieve success in business today.

Key Activities

Key activities are the actions your organization needs to undertake in order to deliver value to your customers. These activities could include product development, production and fulfillment, marketing, sales, customer service and technical support. Identifying the specific activities that are necessary for successful operations can help you create a roadmap for success.

Additionally, taking a step back and examining what activities you can outsource or automate will help you focus on core competencies while streamlining operations. Knowing the critical activities your company must undertake is an important part of developing a successful business model.

Key Partnerships

BMC’s key partnerships are those relationships or companies that BMC engages with to provide or sell complementary services or products to customers. This includes companies such as suppliers, distribution channels, customer networks, technology partners and strategic alliances. Partnerships help the business in cost savings, improvement of product offering and better understanding of customer needs.

Partnerships allow the company to draw on the expertise of other organizations, allowing them to provide better services and products while potentially reducing costs. Partnerships may also help a business gain access to sophisticated marketing tools and data gathered from customer pools formed by larger organizations. Finally, leveraging key partnerships can help a business differentiate itself through their offering and build market share more quickly than it could do on its own.

Benefits of using BMC

The BMC Business Model Canvas (BMC) is a strategic management tool used to visualize a company’s business model, identify potential opportunities and challenges, and communicate strategy. The benefits of using BMC are many, from helping you to quickly identify areas for improvement in your business, to generating ideas for new value streams.

In this section, we’ll explore the various benefits of using the BMC in your business:

Improved communication

The Business Model Canvas (BMC) allows entrepreneurs to build a common language which can be used to improve communication within their organization and with external stakeholders. By clearly establishing shared terms, understanding and context about your business model, all team members can become more strategically aligned. This increased clarity reduces confusion and eliminates ambiguous directions. A small business without a well-rounded workforce (such as a large company) benefits especially from the BMC’s ability to communicate corporate vision, mission, aspirations and goals in an organized fashion that also keeps everyone accountable.

A quickly adapting business environment is another of many Benefits of using the BMC. The BMC allows ambitious entrepreneurs to easily tweak parts or even redo (if necessary) their entire model based on new market conditions or changing customer needs. This agility isn’t possible with obsolete businesses processes or rigidly defined operations plans that take too much time to adjust. The BMC is able to teach non-business professionals how their role affects the bottom line, helping them make better decisions faster without sacrificing overall organization performance.

Finally, decision making capabilities get greatly improved upon implementing the Business Model Canvas; since it uses visual cues rather than text-heavy business models, it’s easier for qualified people inside organizations—from top executives to middle management—to “see” how each part fits into the whole system instead of having to look through an extensive report every time information has changed. This gives business leaders additional time to focus on accountability and strategic collaboration rather than deciphering pages of dense text.

Enhanced understanding

The BMC Model Canvas provides a clear and identifiable structure for developing a business model, as it outlines all of the essential elements that must be considered when building a successful business. By visually presenting the essential components of your business, it can be easier to identify what needs to be improved within an existing model or in developing a new one. By putting everything on one page, this approach better allows teams to visualize the key elements of their company’s operating model.

The BMC allows businesses to better understand the fundamental building blocks of their organization by breaking down complex data into easily digestible components, such as customers or channels. It also highlights potential points of friction between different parts of the system, so that these can be addressed and optimized so they are working towards a common goal. With this enhanced understanding of how different aspects interact with each other, companies can quickly measure how their business performs and identify areas for improvement.

Tools like market analysis and customer segmentation become more straightforward when laid out in sidebar-style tables with scalable cells for information about customer segments or other groups that make up the foundation of your company’s customer base.

Increased agility

The Business Model Canvas (BMC) enables someone to quickly visualize and comprehend the entire business model of a company. It helps innovators create and test ideas that leverage an organization’s core competencies in order to create a new source of value. This agility allows business leaders to quickly adapt and respond to changes in the market environment.

The BMC enhances collaboration between everyone involved, from executives, employees, external customers, partners, etc., creating a shared understanding of how parts fit together. Additionally, it opens up the dialogue between teams who may not have initially been interested or comfortable with innovation topics by providing them with a platform for exploration and discussion that extends beyond their own local team dynamics. This can help foster collaboration between teams leading to better solutions and improved execution overall.

Companies are continually looking for ways to improve their process flows in order to increase effectiveness and be more agile in responding to market changes. With BMC, companies can design process flows much easier as there is transparency across team departments as well as what tasks have been completed by whom at each stage of development. This helps reduce delays due to misalignment or confusion which leads to:

  • Increased time-to-market capabilities
  • Reduced costs associated with inefficient process executions overall.


The BMC Business Model Canvas can be an incredibly useful tool for entrepreneurs and business owners alike. It provides a comprehensive and visual overview of your company’s current business model, with an emphasis on understanding customer segments. Through its use, you can quickly identify potential opportunities for improvement, and help to focus your company’s resources and energies on the most profitable aspects of the business.

In this conclusion, let’s summarise all that we have discussed and the implications of using the BMC Business Model Canvas:

Summary of BMC

The Business Model Canvas (BMC) is a strategic management tool which outlines the key elements for creating and running a successful business. As described by Alexander Osterwalder, the creator of the Business Model Canvas, it helps “organizations to incrementally and cooperatively design, challenge and reshape their business models”. The BMC provides a holistic yet concise overview of an organization’s business model. It encourages an iterative and distributed design process which considers all elements of the model in a visual framework.

The BMC provides clarity around nine building blocks of critical business elements:

  • Customer segmentation and value propositions
  • Infrastructure and partnerships
  • Channels
  • Activities
  • Resources
  • Cost structure
  • Revenue streams

The BMC thus enables the creation of strategies that can be implemented quickly through rapid prototyping while ensuring all facets of running one’s business are addressed in one universal framework. Therefore, it can help entrepreneurs at any stage of development to assess or redesign their business cases in order to improve performance.

Benefits of using BMC

The BMC Business Model Canvas is a visual tool designed to help entrepreneurs and business owners clearly map out their business models. A well-structured BMC can lead to increased clarity, understanding, and engagement around the plan. The visual format also helps uncover areas of uncertainty or risk.

Using the Business Model Canvas can provide many benefits for you and your business, such as:

  • A comprehensive overview of existing resources and capabilities
  • An understanding of which activities add value for customers
  • A tool for proactive planning and brainstorming
  • A presentation tool that any stakeholder can easily understand
  • A rehearsal tool to better understand competitive positioning
  • Maximizing resources by identifying areas of overlap or duplication
  • Keeping teams focused on the same objectives over time
  • An integrated framework for collaboration with partners or stakeholders