The Business Model Book



Chapter 11

The Business Model Canvas for growth

‘Money, while clearly helpful in solving myriad problems, can often conceal a business’s real flaws. It can also risk rigidifying a company’s business model at the very moment it should be in ‘customer discovery’ mode or iterating around market opportunities.’

Maelle Gavet

Our focus in Chapter 11 is the framework that put business models in the spotlight. Alexander Osterwalder introduced the Business Model Canvas in his book, Business Model Generation. Osterwalder’s Business Model Canvas (OBMC), shown in Figure 11.1, reflects a practice-focused approach to building business models. It reflects how entrepreneurs use business ...