4.1 Business model canvas

There is a heading in the top left-hand corner of the figure which says: ‘The Business Model Canvas’. Figure 2 is divided up into nine separate blocks. The two blocks at the base of the figure are labelled ‘Cost structure’ (on the left-hand side) and ‘Revenue streams (on the right-hand side). There is also a label in the centre (straddling the two blocks) that says: ‘Financial viability’. There are two icons, one symbolising a graph next to the ‘Cost structure’ label and a second icon symbolising a bag of money next to the ‘Revenue streams’ label.

Above the ‘Cost structure’ and ‘Revenue streams’ blocks, there are seven more blocks. These are divided into three clusters and labelled (from left-to-right) as: ‘Infrastructure’, ‘Offer’ and ‘Customers’. The infrastructure blocks are labelled as: ‘Key partners’, ‘Key activities’ and ‘Key resources’. Each one is symbolised by an icon such as a hand shake for ‘Key partners’, a tick box for ‘Key activities’ and a factory for ‘Key resources’.

The cluster labelled ‘Offer’ consists of only one block that is labelled ‘Value proposition’ with a gift icon as its symbol. The ‘Customers’ cluster consists of three blocks labelled as: ‘Customer relationships’, ‘Channels’ and ‘Customer segments’. These are symbolised using a heart icon for ‘Customer relationships’, a lorry icon for ‘Channels’ and a people icon for ‘Customer segments’.