Launching a startup involves making dozens of decisions—about your product, customers, revenue, and more. To keep everything aligned and clear, many entrepreneurs use the Business Model Canvas, a visual tool that breaks your strategy into nine essential building blocks. It helps you organize your ideas, test assumptions, and build a smarter business model. In this article, we’ll show you how to fill out each section of the canvas for your startup.

What Is the Business Model Canvas?

Developed by Alexander Osterwalder, the Business Model Canvas is a strategic management tool that visually maps out the key components of a business. It’s usually drawn as a large one-page grid divided into nine sections. It’s especially useful for startups because it’s flexible, collaborative, and fast to iterate.

The 9 Blocks of the Business Model Canvas

1. Customer Segments

Who are your ideal customers? Define your target audiences clearly, including demographics, behaviors, and needs. Most startups will have primary and secondary segments.

Questions to ask:

• Who are we creating value for?

• Who are our most important customers?

• Are there niche markets we’re overlooking?

2. Value Propositions

What problem are you solving, and what value do you provide? This is the heart of your business model.

Questions to ask:

• What pain points do we solve?

• What benefits do we deliver?

• What makes our product or service unique?

3. Channels

How do you deliver your product or service to customers? These are the platforms and methods you use to reach, inform, and serve your audience.

Examples:

• E-commerce website

• Mobile app

• Social media

• Retail partners

• Email marketing

4. Customer Relationships

What type of relationship do you want with your customers? This affects how you support, retain, and interact with them.

Options include:

• Personalized assistance

• Self-service

• Community building

• Automated services

• Customer success teams

5. Revenue Streams

How does your startup make money? List all the ways value is monetized.

Examples:

• One-time sales

• Subscriptions

• Licensing

• Freemium upsells

• Affiliate commissions

6. Key Resources

What assets are essential to deliver your value proposition? Think people, tools, platforms, and capital.

Examples:

• Development team

• Intellectual property

• Inventory

• Funding

• Technology

7. Key Activities

What must you do to make your business work? These are your core operations.

Examples:

• Product development

• Customer support

• Marketing campaigns

• Partnerships

• Logistics

8. Key Partnerships

Who helps you succeed? Partnerships can reduce risk, extend reach, or improve efficiency.

Examples:

• Suppliers

• Distributors

• Strategic alliances

• Technology providers

• Agencies or freelancers

9. Cost Structure

What are your major expenses? Knowing your costs helps you manage resources and price strategically.

Examples:

• Salaries

• Hosting and tech costs

• Marketing spend

• Operations

• Legal or compliance costs

How to Use the Canvas Effectively

• Print it large and use sticky notes to move ideas around

• Update it regularly as you test and learn

• Involve your team to gather different perspectives

• Use it to pitch—investors love simple, structured thinking

• Pair it with customer interviews for real-world validation

Final Thoughts: Think Before You Build

The Business Model Canvas helps you avoid common startup mistakes like building without knowing your customer or spending without clear ROI. It’s not a static plan—it’s a living map that evolves with your business. Use it as a foundation, adapt it as you grow, and you’ll make faster, smarter decisions on your startup journey.