The Business Model Canvas was proposed by Alexander Osterwalder based on his book titled, Business Model Ontology. It is a simple, relevant and intuitively understandable concept, that does not undermine the complexities of how organisations function.
It has been applied and tested around the world, and has thus become a shared language that allows businesses to easily create new strategic alternatives using nine basic building blocks that show the logic of how a business intends to make money.
These blocks cover the four main areas of a business, namely: customers, offer, infrastructure and financial viability.
The model is a blueprint for strategy to be implemented through most organizational structures, processes and systems
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