How to use Canvas in your business

Canvas can bring greater organization and objectivity to your business

The process of structuring your business need not be long and detailed. Especially in startups, everything goes through validation and changes so fast that a traditional report is not always the most practical form of modeling. Canvas is a very efficient tool to illustrate the characteristics of your Business Model. It allows the strategic management used in existing businesses or that are still on paper.

Canvas is a simple and visual map that addresses the key aspects that the entrepreneur needs to consider when bringing his or her company to the reality of the market. It should contain a summary of the key points of good planning. Canvas is not a complete replacement for the Business Plan, but it is an easier tool to use on a daily basis and can help you gain competitiveness by providing agility to the process and being flexible enough to withstand constant changes.

Creating your Canvas

Your business model should have nine fields, which are part of four essential and irreplaceable pillars: infrastructure, supply, customer and finance. Infrastructure refers to the assessment of available resources to arrive at a value of the product to the customer. The offer refers to the product or service offered to the consumer and their value proposition. The customer pillar consists of the target audience, consumer contact channels (distribution and marketing) and the relationship established during and after the sale. Finances cover the company’s overall costs and sources of revenue.

Canvas’s visual organization already exists and the template can be downloaded online at the Business Model Generation website. A filled Canvas visible to all employees of the company, such as a mural in the office, allows a complete view of the business and encourages reflection on aspects for improvement.


Canvas is an excellent tool for differentiating your business in the market. By having an objective view of the whole, you can understand your potential and plan how to reach your target audience and get the desired financial return. Also, it is never too late to review your business model. The framework is useful even for mature companies that want to understand how their industries interact and innovate in their processes.

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