business-model-canvas
Design and analyze business models using the Business Model Canvas framework. Use when evaluating startups, planning new products, pivoting existing businesses, or understanding how companies create and capture value.
Best use case
business-model-canvas is best used when you need a repeatable AI agent workflow instead of a one-off prompt.
Design and analyze business models using the Business Model Canvas framework. Use when evaluating startups, planning new products, pivoting existing businesses, or understanding how companies create and capture value.
Teams using business-model-canvas should expect a more consistent output, faster repeated execution, less prompt rewriting.
When to use this skill
- You want a reusable workflow that can be run more than once with consistent structure.
When not to use this skill
- You only need a quick one-off answer and do not need a reusable workflow.
- You cannot install or maintain the underlying files, dependencies, or repository context.
Installation
Claude Code / Cursor / Codex
Manual Installation
- Download SKILL.md from GitHub
- Place it in
.claude/skills/business-model-canvas/SKILL.mdinside your project - Restart your AI agent — it will auto-discover the skill
How business-model-canvas Compares
| Feature / Agent | business-model-canvas | Standard Approach |
|---|---|---|
| Platform Support | Not specified | Limited / Varies |
| Context Awareness | High | Baseline |
| Installation Complexity | Unknown | N/A |
Frequently Asked Questions
What does this skill do?
Design and analyze business models using the Business Model Canvas framework. Use when evaluating startups, planning new products, pivoting existing businesses, or understanding how companies create and capture value.
Where can I find the source code?
You can find the source code on GitHub using the link provided at the top of the page.
SKILL.md Source
# Business Model Canvas - Strategic Business Design
Visual framework for developing, documenting, and iterating on business models.
Created by Alexander Osterwalder, used worldwide by startups and enterprises.
## When to Use This Skill
- Evaluating new product or startup ideas
- Analyzing competitor business models
- Planning business pivots or expansions
- Communicating strategy to stakeholders
- Identifying gaps in current business model
- Due diligence on investments or partnerships
## The Nine Building Blocks
```
┌─────────────────┬─────────────────┬─────────────────┬─────────────────┬─────────────────┐
│ │ │ │ │ │
│ KEY PARTNERS │ KEY ACTIVITIES │ │ CUSTOMER │ │
│ │ │ VALUE │ RELATIONSHIPS │ CUSTOMER │
│ Who helps us? │ What do we do? │ PROPOSITIONS │ │ SEGMENTS │
│ │ │ │ How do we │ │
│ ├─────────────────┤ What value │ interact? │ Who do we │
│ │ │ do we deliver? │ │ serve? │
│ │ KEY RESOURCES │ ├─────────────────┤ │
│ │ │ │ │ │
│ │ What do we need?│ │ CHANNELS │ │
│ │ │ │ │ │
│ │ │ │ How do we │ │
│ │ │ │ reach them? │ │
│ │ │ │ │ │
├─────────────────┴─────────────────┴─────────────────┴─────────────────┴─────────────────┤
│ │ │
│ COST STRUCTURE │ REVENUE STREAMS │
│ │ │
│ What does it cost? │ How do we earn? │
│ │ │
└───────────────────────────────────────────┴─────────────────────────────────────────────┘
```
## Building Block Details
### 1. Customer Segments
Who are you creating value for?
| Segment Type | Description | Example |
| ---------------- | --------------------------------- | ------------------------------- |
| **Mass Market** | No distinction between customers | Consumer electronics |
| **Niche Market** | Specialized, specific segments | Luxury goods |
| **Segmented** | Slightly different needs/problems | Bank retail vs. wealth |
| **Diversified** | Unrelated segments | Amazon: retail + AWS |
| **Multi-sided** | Interdependent segments | Credit cards: merchants + users |
Questions to answer:
- Who are our most important customers?
- What jobs are they trying to get done?
- What pains and gains do they have?
### 2. Value Propositions
What value do you deliver to the customer?
| Value Type | Description |
| ------------------- | ------------------------------------ |
| **Newness** | Satisfying previously unmet needs |
| **Performance** | Improving existing product/service |
| **Customization** | Tailoring to specific needs |
| **Getting it done** | Helping customers complete a job |
| **Design** | Superior aesthetics or experience |
| **Brand/Status** | Value from using a specific brand |
| **Price** | Similar value at lower price |
| **Cost Reduction** | Helping customers reduce costs |
| **Risk Reduction** | Reducing risks customers face |
| **Accessibility** | Available to those who lacked access |
| **Convenience** | Making things easier to use |
### 3. Channels
How do you reach and communicate with customers?
```
Channel Phases:
Awareness → Evaluation → Purchase → Delivery → After-sales
│ │ │ │ │
▼ ▼ ▼ ▼ ▼
Ads Website Store Shipping Support
PR Reviews App Install Training
Social Demos Sales Access Updates
```
| Channel Type | Examples |
| ------------ | -------------------------------------- |
| **Direct** | Sales force, website, owned stores |
| **Indirect** | Partner stores, wholesalers |
| **Owned** | Physical stores, website, app |
| **Partner** | Distributors, affiliates, marketplaces |
### 4. Customer Relationships
What type of relationship does each segment expect?
| Relationship Type | Description |
| ----------------------- | ------------------------------------ |
| **Personal assistance** | Human interaction during/after |
| **Dedicated** | Specific rep for individual customer |
| **Self-service** | No direct relationship |
| **Automated** | Simulated personal via automation |
| **Communities** | User communities and forums |
| **Co-creation** | Customers help create value |
### 5. Revenue Streams
How does each customer segment generate revenue?
| Revenue Type | Description | Pricing |
| ------------------- | ------------------------ | ------------- |
| **Asset sale** | Selling ownership rights | Fixed/Dynamic |
| **Usage fee** | Pay per use | Per-unit |
| **Subscription** | Continuous access | Recurring |
| **Lending/Renting** | Temporary access | Time-based |
| **Licensing** | Permission to use IP | Per-license |
| **Brokerage** | Intermediation fees | Transaction % |
| **Advertising** | Fees for advertising | CPM/CPC/CPA |
### 6. Key Resources
What assets are essential to deliver the value proposition?
| Resource Type | Examples |
| ---------------- | --------------------------------------- |
| **Physical** | Facilities, machines, vehicles, POS |
| **Intellectual** | Brands, patents, data, proprietary tech |
| **Human** | Expert staff, sales teams, engineers |
| **Financial** | Cash, credit lines, stock options |
### 7. Key Activities
What must you do to deliver the value proposition?
| Activity Type | Examples |
| -------------------- | -------------------------------------------- |
| **Production** | Manufacturing, designing, delivering |
| **Problem Solving** | Consulting, training, custom dev |
| **Platform/Network** | Maintaining platform, matching supply/demand |
### 8. Key Partners
Who are your key partners and suppliers?
| Partnership Type | Motivation |
| ---------------------- | -------------------------------- |
| **Strategic alliance** | Non-competitors working together |
| **Coopetition** | Competitors partnering |
| **Joint ventures** | New business development |
| **Buyer-supplier** | Reliable supplies |
Partnership motivations:
- Optimization and economy of scale
- Reduction of risk and uncertainty
- Acquisition of resources and activities
### 9. Cost Structure
What are the most important costs?
| Cost Type | Description |
| ---------------------- | ------------------------------- |
| **Fixed costs** | Salaries, rent, utilities |
| **Variable costs** | Materials, commissions, hosting |
| **Economies of scale** | Cost advantages from volume |
| **Economies of scope** | Cost advantages from variety |
| Model Type | Focus |
| ---------------- | -------------------------------- |
| **Cost-driven** | Minimize costs wherever possible |
| **Value-driven** | Focus on value creation |
## Analysis Framework
### Step 1: Define Customer Segments First
Start with who you serve:
```
Primary Segment:
├── Demographics: [Age, location, income]
├── Psychographics: [Values, interests, lifestyle]
├── Behaviors: [Usage patterns, buying habits]
└── Needs: [Jobs to be done, pains, gains]
Secondary Segments:
├── [Segment 2]
└── [Segment 3]
```
### Step 2: Articulate Value Proposition
For each segment, define the value:
```
Value Proposition Canvas:
Customer Jobs Product/Service
├── Functional ├── Features
├── Social ├── Benefits
└── Emotional └── Experience
↓ ↓
Customer Pains → Pain Relievers
↓ ↓
Customer Gains → Gain Creators
```
### Step 3: Map Channels and Relationships
How you reach and interact with customers:
```
Customer Journey:
Discover → Research → Buy → Use → Advocate
│ │ │ │ │
▼ ▼ ▼ ▼ ▼
Channel: SEO/Ads Website App Email Referral
Relation: Automated Self Self Auto Community
```
### Step 4: Define Infrastructure
What you need to deliver:
```
Value Delivery Infrastructure:
Key Partners Key Activities Key Resources
├── Suppliers ├── Core operations ├── Physical
├── Distributors ├── Support ├── Intellectual
└── Allies └── Platform ├── Human
└── Financial
```
### Step 5: Model Economics
Understand the financial viability:
```
Revenue Streams Cost Structure
├── [Stream 1]: $X/unit ├── Fixed: $Y/month
├── [Stream 2]: $X/month ├── Variable: $Z/unit
└── [Stream 3]: X% of GMV └── CAC: $W/customer
Unit Economics:
├── LTV: $[amount]
├── CAC: $[amount]
├── LTV:CAC ratio: [X]:1
└── Payback period: [months]
```
## Output Template
After completing analysis, document as:
```markdown
## Business Model Canvas
**Company/Product:** [Name]
**Date:** [Date]
### Canvas Overview
| Block | Summary |
| ---------------------- | ------------------------ |
| Customer Segments | [Key segments] |
| Value Propositions | [Core value delivered] |
| Channels | [Primary channels] |
| Customer Relationships | [Relationship types] |
| Revenue Streams | [How you make money] |
| Key Resources | [Critical assets] |
| Key Activities | [Core operations] |
| Key Partners | [Strategic partnerships] |
| Cost Structure | [Major cost drivers] |
### Detailed Analysis
#### Customer Segments
[Detailed breakdown of segments, their needs, and characteristics]
#### Value Propositions
[Specific value delivered to each segment, pain relievers, gain creators]
#### Channels
[Channel strategy across customer journey phases]
#### Customer Relationships
[Relationship types per segment and their cost/value]
#### Revenue Streams
[Revenue model details, pricing strategy, unit economics]
#### Key Resources
[Critical resources and their strategic importance]
#### Key Activities
[Core activities that drive value creation]
#### Key Partners
[Partnership strategy and key relationships]
#### Cost Structure
[Cost drivers, fixed vs variable, economies of scale/scope]
### Strategic Assessment
**Strengths:**
- [Strength 1]
- [Strength 2]
**Weaknesses:**
- [Weakness 1]
- [Weakness 2]
**Opportunities:**
- [Opportunity 1]
- [Opportunity 2]
**Risks:**
- [Risk 1]
- [Risk 2]
### Recommendations
| Priority | Action | Expected Impact |
| -------- | -------- | --------------- |
| High | [Action] | [Impact] |
| Medium | [Action] | [Impact] |
```
## Real-World Examples
### Netflix
| Block | Details |
| ----------------- | --------------------------------------------------- |
| **Segments** | Streaming viewers, content enthusiasts |
| **Value Prop** | Unlimited on-demand content, originals, no ads |
| **Channels** | App, smart TVs, website, partnerships |
| **Relationships** | Automated personalization, self-service |
| **Revenue** | Monthly subscription tiers |
| **Resources** | Content library, recommendation AI, brand |
| **Activities** | Content production, platform development |
| **Partners** | Studios, device manufacturers, ISPs |
| **Costs** | Content acquisition, tech infrastructure, marketing |
### Airbnb
| Block | Details |
| ----------------- | ----------------------------------------------- |
| **Segments** | Travelers (guests), property owners (hosts) |
| **Value Prop** | Unique stays, extra income, trust platform |
| **Channels** | Website, app, social, SEO |
| **Relationships** | Community, reviews, support |
| **Revenue** | Service fees (guest + host) |
| **Resources** | Platform, brand, user data, trust system |
| **Activities** | Matching, trust & safety, community |
| **Partners** | Payment processors, insurance, photographers |
| **Costs** | Platform development, trust & safety, marketing |
## Best Practices
### Do
- **Start with customer** - Everything flows from customer segments
- **Test assumptions** - Each block contains hypotheses to validate
- **Iterate frequently** - Update as you learn from the market
- **Check coherence** - All blocks should connect logically
- **Quantify where possible** - Add numbers to revenue and costs
### Avoid
- **Inside-out thinking** - Don't start with product features
- **Static canvas** - It's a living document, not a one-time exercise
- **Ignoring competition** - Understand competitor business models
- **Skipping validation** - Assumptions need testing with real customers
- **Over-complicating** - Keep it high-level and actionable
## Integration with Other Methods
| Method | Combined Use |
| --------------------- | ----------------------------------------- |
| **Jobs-to-be-Done** | Deep dive into value proposition |
| **Five Whys** | Root cause analysis of model weaknesses |
| **Lean Startup** | Build-measure-learn cycles for validation |
| **Value Proposition** | Detailed value-customer fit analysis |
| **Graph Thinking** | Map relationships between canvas elements |
## Resources
- [Strategyzer - Business Model Canvas](https://www.strategyzer.com/canvas)
- [Business Model Generation - Osterwalder & Pigneur](https://www.strategyzer.com/books/business-model-generation)
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