Business Model Canvas: Guide, Examples, and Practical Tips for SMEs

The Business Model Canvas is the world’s most widely used tool for business model development. But how do you apply it in practice in your company? In this practical guide, we show you step by step how to use the canvas to analyse, innovate, and future-proof your business model — with concrete examples from the DACH region.

What is the Business Model Canvas?

The Business Model Canvas (BMC) was developed by Alexander Osterwalder and Yves Pigneur and presented in their book “Business Model Generation.” It is a strategic management tool that visualizes a business model on a single page—divided into nine core building blocks.

Unlike traditional business plans, which often span 30-50 pages, the canvas distills the essence of your business model to the point. This makes it the ideal tool for business model innovation and strategic workshops.

The 9 Building Blocks of the Business Model Canvas

Each of the nine building blocks answers a central question about your business model:

1. Customer Segments

Question: For whom are we creating value? Define your key customer groups. In B2B, these are often decision-makers in specific industries, company sizes, or with particular challenges. Jobs-to-be-Done helps you understand your customers’ actual needs.

2. Value Propositions

Question: What value do we deliver to our customers? Your Value Proposition Canvas describes which problems you solve and what benefits you provide. This is the core of every successful business model.

3. Channels

Question: Through which channels do we reach our customers? From websites to SEO and content marketing to personal sales—the right channel strategy determines your market success.

4. Customer Relationships

Question: What type of relationship do our customers expect? From personal support to self-service to automated services. The customer experience must align with your business model.

5. Revenue Streams

Question: What are our customers willing to pay for? One-time sales, subscriptions, licenses, brokerage fees—every business model needs a viable revenue model.

6. Key Resources

Question: What resources do we need? Physical, intellectual, human, and financial resources—identify the assets that make your business model work.

7. Key Activities

Question: What must we do to make our business model work? Production, problem-solving, platform management—focus on the activities that truly create value.

8. Key Partnerships

Question: Who are our key partners and suppliers? Strategic alliances, joint ventures, or buyer-supplier relationships can significantly strengthen your business model.

9. Cost Structure

Question: What are the key costs in our business model? Fixed and variable costs, economies of scale, and scope—understand your cost structure to grow profitably.

Business Model Canvas Example: Consulting Firm

Let’s take a concrete example—an innovation consulting firm in the DACH region:

Your Own Business Model Canvas in 5 Steps

Follow this systematic approach to create your canvas:

Step 1: Conduct Current State Analysis

First, complete the canvas for your existing business model. Be honest—this is about the status quo, not wishful thinking. Use SWOT analysis as a complementary tool.

Step 2: Adopt the Customer Perspective

Always start with the customer. Who are your key customer segments? What are their actual jobs-to-be-done? Validate your assumptions through customer interviews.

Step 3: Sharpen Your Value Proposition

Your value proposition must solve a real customer problem. Use the Value Proposition Canvas to analyze the fit between customer needs and your offering.

Step 4: Review Business Model Patterns

Analyze successful business model patterns (freemium, platform, subscription, razor-and-blade) and assess which are transferable to your industry. Design Thinking helps you develop creative alternatives.

Step 5: Test and Iterate

A canvas is not a static document. Test your hypotheses using Lean Startup methods—build, measure, learn. Continuously adapt your business model to market feedback.

Common Mistakes with the Business Model Canvas

In our consulting practice, we repeatedly see the same mistakes:

• Customer segments too vague: “All SMEs” is not a customer segment. Define specific personas with concrete needs.
• Feature listing instead of value proposition: Customers don’t buy a hammer—they buy a picture on the wall. Articulate your benefit, not your features.
• Forgetting channels: The best value proposition is useless if you can’t reach your customers. Invest in B2B marketing and performance marketing.
• No iteration: A canvas is a living document. Review it regularly—at least quarterly.
• Working in isolation: A canvas should be created as a team, not at an individual’s desk. Agile methods promote collaboration.

Business Model Canvas Workshop: How to Get Started

The most effective way to develop your business model is through a facilitated workshop. In a half-day to full-day workshop, you can:

• Analyze and visualize your existing business model
• Identify strengths and weaknesses
• Develop new business model variants
• Define concrete next steps

Point of New offers customized workshops for business model innovation—from initial analysis to Design Thinking workshops to long-term innovation consulting. Schedule a free initial consultation and discover how we can take your business model to the next level.

Conclusion: The Business Model Canvas as a Compass for Innovation

The Business Model Canvas is far more than a simple tool—it is a thinking framework for systematic business model innovation. Whether you are launching a new venture, optimizing your existing business model, or driving your company’s digital transformation: the canvas provides the structure to simplify complex relationships and act strategically.

Start today: Print out the canvas, gather your team, and complete it together. You will be surprised by the insights that even the first session delivers.