At a glance: The Lean Canvas is an adapted version of the Business Model Canvas, specifically designed for startups and new business ideas. Developed by Ash Maurya, it focuses on problems, solutions, and risks—ideal for rapid validation of business model hypotheses according to the Lean Startup principle.

Definition: What is the Lean Canvas?

The Lean Canvas is a one-page business model tool developed by Ash Maurya as an adaptation of the Business Model Canvas. It is optimized for situations with high uncertainty: startups, new products, business model innovations, and pivots.

The core difference from the Business Model Canvas: The Lean Canvas replaces the more operational fields (Key Partners, Key Resources, Customer Relationships) with innovation-relevant fields (Problem, Solution, Unfair Advantage, Key Metrics). It thus focuses on the most critical risks of a new business model.

The Lean Canvas is not a business plan replacement, but a hypothesis tool: Each completed field is an assumption that must be systematically tested—according to the Build-Measure-Learn principle.

The 9 Fields of the Lean Canvas

Problem: The top 3 problems of your target group. What prevents customers today? What alternatives do they currently use? (Jobs-to-be-Done)
Customer Segments: Who has this problem? Who are your early adopters? (Buyer Persona, Target Group Analysis)
Unique Value Proposition: A clear statement of why you are different and better. The reason why customers choose you (Value Proposition, USP)
Solution: Your top 3 features or core functions that solve the problem. Minimal—not the final product, but the MVP
Channels: How do you reach your customers? Go-to-Market channels for awareness, acquisition, and retention
Revenue Streams: How do you make money? Revenue model, pricing, willingness to pay
Cost Structure: Fixed costs, variable costs, burn rate. What are the biggest cost drivers?
Key Metrics: The 3-5 metrics that show whether your model works (e.g., activation rate, retention, revenue)
Unfair Advantage: What can competitors not easily copy? Insider knowledge, network, data, community, expertise

Lean Canvas vs. Business Model Canvas

Business Model Canvas: Better for existing companies and analyzing established business models. Broader view of all operational aspects
Lean Canvas: Better for new business ideas, startups, and innovation projects. Focus on risks, hypotheses, and rapid validation

In practice: Use the Lean Canvas for the early ideation phase and validation. Switch to the Business Model Canvas when the business model is validated and you are developing it operationally.

Complete the Lean Canvas in 30 Minutes

Problem first (5 min.): Always start with the problem—not the solution. Note three specific problems
Customer Segments (5 min.): Who has these problems? Be specific—who are the early adopters?
Value Proposition (5 min.): A headline that captures the core benefit
Solution (3 min.): Minimal: 3 features that solve the problem. Not the finished vision, but the MVP
Channels + Revenue + Costs (7 min.): How do you reach, monetize, and serve customers?
Metrics + Unfair Advantage (5 min.): What do you measure? What makes you impossible to copy?

Tip: Complete the canvas alone in 30 minutes, then discuss it with your team. Create multiple versions and compare them.

Lean Canvas for SMEs

The Lean Canvas is also a valuable tool for SMEs:

Test new business ideas: Before you invest, validate your assumptions on one page
Business model transformation: Sketch a new business model as a Lean Canvas and test it step by step
Workshop tool: Ideal for innovation workshops—teams complete parallel canvases and pitch their ideas
Communication: One canvas says more than a 30-page business plan—ideal for internal alignment and investor discussions

Test your business model on the canvas?

We support you in Lean Canvas workshops—from hypothesis to validated business model.

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Frequently Asked Questions

What is the difference between Lean Canvas and Business Model Canvas?

The Lean Canvas replaces four fields of the Business Model Canvas: Key Partners becomes Problem, Key Resources becomes Solution, Customer Relationships becomes Unfair Advantage, Key Activities becomes Key Metrics. It is thus more focused on hypothesis testing and risk reduction—ideal for new business ideas and startups.

When should I use the Lean Canvas?

Use the Lean Canvas when you want to validate a new business idea, plan a new product or service, transform your business model, or quickly formulate business model hypotheses in an innovation workshop. It is suitable for all situations with high uncertainty.

Does the Lean Canvas replace a business plan?

No, it complements it. The Lean Canvas is a rapid hypothesis tool for the early phase. A business plan is still needed for financing, funding programs, or internal approvals. In practice: Lean Canvas first, business plan only when the model is validated.