Workshop Exercises: Understand

Business Model Mapping

Build a refined and shared understanding of an existing or new business model

Illustration of Business Model Mapping
Run a Business Model Mapping play

Timing: Planning

Origin: Alexander Osterwalder & Business Model Foundry AG

Prep time
10 minutes

Run time
60-90 minutes

Group size
3-10

Why: Enable teams to identify gaps, assess viability, and explore new business opportunities within a business model

When: Use to develop a new business idea, refine an existing model, explore new markets, or undergo strategic planning

This business strategy is part of the Business Model Patterns printed card deck.

Proven business models that have driven success for global leaders across industries. Rethink how your business can create, deliver, and capture value.

Get your deck!

Instructions for running this play

  1. Draw the following canvas on a large surface:
  2. Begin by describing each customer segment using different colored sticky notes for each type of segment.
  3. Map out the value propositions your organization offers each customer segment using the same color sticky notes for value propositions and customer segments that go together. If a value proposition targets two different segments, the sticky note colors of both segments should be used. Consider Value Proposition Mapping for step 1 and 2..
  4. Map out the remaining blocks of the canvas, trying to use the colors of the related customer segment.
  5. Assess strengths and weaknesses by marking weak notes with a ⊖ and strong notes with a ⨁.
  6. Use one or several additional canvases to map out either improved business models or totally new ones.
  7. Follow up with an Assumptions Mapping to prioritize research efforts and decrease uncertainty.

Tips to perfect this play

Master and adapt the play to fit your context and needs.

Tip

Maps are for creating a shared understanding across disciplines – between you, your team, and your stakeholders. Invite everyone relevant.

This business strategy is part of the Business Model Patterns printed card deck.

Proven business models that have driven success for global leaders across industries. Rethink how your business can create, deliver, and capture value.

Get your deck!

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Ice Breakers

Relieve initial group awkwardness and establish a safe space

Educate

Broaden knowledge or insight regarding the behavior or situation to inform decisions.

Demonstrate

Show practical examples or models of the desired behavior for clear guidance.

Alert

Highlight current actions and their reasons, bringing unconscious habits to awareness.

Train

Develop necessary skills and competencies to enable effective action.

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