Business Model Canvas Course

Lesson 1 • History of Business Model Frameworks

Traces the evolution from early e-commerce models to the Business Model Canvas. Provides context for why the canvas became the dominant practitioner tool.

Lesson 2 • Reading and Sketching a Canvas

Teaches how to read an existing canvas critically and sketch a first draft quickly. Builds visual literacy needed before deep-diving into individual blocks.

Lesson 3 • Defining a Business Model

Clarifies the precise meaning of a business model versus a business plan or strategy. Anchors all subsequent canvas work in a shared conceptual vocabulary.

Lesson 1 • Crafting a Strong Value Proposition

Translates customer insights into explicit pain relievers and gain creators. Students write value propositions that achieve product-market fit alignment.

Lesson 2 • Identifying and Segmenting Customers

Covers criteria for grouping customers into distinct segments with different needs. Directly informs every other canvas block by establishing who the model serves.

Lesson 3 • Understanding Customer Jobs, Pains, and Gains

Applies the Value Proposition Design framework to uncover deep customer motivations. Provides the evidence base for crafting relevant value propositions.

Lesson 1 • Customer Relationship Models

Covers six relationship archetypes from self-service to dedicated personal assistance. Aligns relationship investment with segment value and acquisition cost.

Lesson 2 • Designing an Integrated Channel Mix

Teaches how to combine multiple channels into a coherent customer journey. Students avoid channel conflict and optimise reach, cost, and experience simultaneously.

Lesson 3 • Retention, Loyalty, and Lifetime Value

Connects relationship design to measurable outcomes like churn reduction and lifetime value. Students calculate the revenue impact of relationship model choices.

Lesson 1 • Types of Revenue Streams

Catalogues transaction-based, recurring, and usage-based revenue stream types. Grounds revenue design in the value propositions and segments defined earlier.

Lesson 2 • Multi-Sided Platform Revenue Logic

Explains how platforms subsidise one side to monetise another, creating interdependent revenue streams. Directly extends the multi-sided segment concept from Chapter 2.

Lesson 3 • Pricing Mechanisms and Strategies

Contrasts fixed-menu pricing with dynamic mechanisms such as auctions and yield management. Students select pricing logic that maximises willingness-to-pay capture.

Lesson 1 • Strategic Partnerships and Alliances

Covers four partnership motivations: optimisation, risk reduction, resource acquisition, and market access. Students distinguish strategic alliances from transactional supplier relationships.

Lesson 2 • Classifying Key Resources

Categorises resources as physical, intellectual, human, or financial and links each to value delivery. Students identify which resources are truly strategic versus commodity inputs.

Lesson 3 • Build, Buy, or Partner Decisions

Provides a decision framework for choosing between internal development, acquisition, and outsourcing. Connects infrastructure choices to cost structure implications in Chapter 6.

Lesson 1 • Identifying Key Cost Drivers

Teaches students to trace costs back to specific canvas blocks rather than treating them as a residual. Enables targeted cost reduction without undermining value delivery.

Lesson 2 • Cost Structure Archetypes

Contrasts cost-driven and value-driven cost structures and their strategic implications. Anchors cost design in the infrastructure decisions made in Chapter 5.

Lesson 3 • Unit Economics and Break-Even Analysis

Introduces customer acquisition cost, lifetime value, and contribution margin as core viability metrics. Students calculate break-even points for their canvas model.

Lesson 1 • Iterating the Canvas Based on Feedback

Establishes a disciplined iteration protocol using stakeholder and market feedback. Students practise rapid canvas revision without losing strategic coherence.

Lesson 2 • Internal Consistency Audit

Applies a structured checklist to verify that every block logically supports every other block. Exposes misalignments before external validation begins.

Lesson 3 • Assumption Mapping and Risk Ranking

Surfaces the riskiest assumptions embedded in the canvas and ranks them by impact and uncertainty. Prioritises which assumptions require immediate validation effort.

Lesson 1 • Presenting and Pitching the Canvas

Teaches how to communicate a business model canvas persuasively to investors, boards, and teams. Students deliver a structured canvas pitch with supporting financial narrative.

Lesson 2 • Business Model Portfolio Management

Addresses how established organisations manage multiple simultaneous business models. Students apply portfolio logic to balance exploitation and exploration.

Lesson 3 • Blue Ocean and Disruptive Model Design

Applies blue ocean strategy and disruptive innovation theory to canvas redesign. Students generate novel model configurations that create uncontested market space.