---
title: "Business model canvas (BMC)"
source: Business Model Canvas (JPH)
source_url: https://github.com/joelparkerhenderson/business-model-canvas
licence: CC0-1.0
domain: economics-and-strategy
subdomain: jph-business-model-canvas
date_added: 2026-04-25
---

# Business model canvas (BMC)


A business model canvas (BMC) is a strategic management template that gives a high-level overview of value propositions, customers, channels, resources, activities, partners, and more.

Contents:

* [Introduction](#introduction)
* [Value propositions](#value-propositions)
* [Revenue streams](#revenue-streams)
* [Customer relationships](#customer-relationships)
* [Distribution channels](#distribution-channels)
* [Cost structures](#cost-structures)
* [Target segments](#target-segments)
* [Key activities](#key-activities)
* [Key resources](#key-resources)
* [Partner collaborations](#partner-collaborations)


## Introduction

A business model canvas is a visual chart that describes a business's value proposition, customer relationships, distribution channels, target segments, partner collaborations, and the like.

A business model canvas helps stakeholders communicate, helps align activities, and helps show areas of trade-offs.

This page has our preferred business model canvas questions and ideas. This is based on our experiences with many software companies. Also see our resources for your [pitch deck](http://github.com/joelparkerhenderson/pitch_deck), [objectives and key results](http://github.com/joelparkerhenderson/objectives_and_key_results), [strategic balanced scorecard](https://github.com/joelparkerhenderson/strategic_balanced_scorecard), etc.

See: 

* [Wikipedia: Business model canvas](https://en.wikipedia.org/wiki/Business_Model_Canvas)

* [Creately: Business Model Canvas Explained](https://creately.com/blog/diagrams/business-model-canvas-explained/)


## Value propositions

What value do we deliver to the customer?

Which customer needs are we satisfying?

Which customer problems are we helping to solve?

What bundles of products and services are we offering to each of our customer segments?


## Revenue streams

What are our target customers really willing to pay?

For what do they currently pay?

How are they currently paying?

How much does each revenue stream contribute to total revenue?


## Customer relationships

What type of relationship does each of our customer segments expect us 
to establish and maintain?

What progress are we making on establishing customer relationships?

How are our customer relationships integrated with the rest of our business model?

What are the costs to establish customer relationships and maintain them?


## Distribution channels

What distribution channels do our customer segments use and want?

How are we reaching marketing channels right now?

How are our customer channels integrated with the rest of our business model?

What are our costs to establish customer channels and maintain them?


## Cost structures

What are the most important costs relevant to our business model?

Which key resources are most expensive?

Which key activities are most expensive?

What is our approach to to value-driven activities (for example value creation, premium offerings) versus cost-driven activities (for example efficiency improvements, low prices)?


## Target segments

For whom are we creating value?

Who are our most important customers and why?

What is our approach to to mass-market activities (for example commodifications, pre-made offerings) versus niche-market activities (for example customizations, on-demand offerings)?

What is our approach to integrated segmentation (for example one core goal for all segments) versus diversified segmentation (for example a different core goal per segment)?


## Key activities

What key activities do our value propositions require?

What key activities do our customer relationships require?

What key activities do our distribution channels require?

What key activities do our revenue streams require?


## Key resources

What key resources do our value propositions require?

What key resources do our customer relationships require?

What key resources do our distribution channels require?

What key resources do our revenue streams require?


## Partner collaborations

Who are our key partners and why?

Who are our key suppliers and why?

Which key resources are we getting from partners and why?

Which key activities are we getting from partners and why?
