Business Model Canvas: A Tool for Entrepreneurs and Innovators (Project-Centered Course) from Coursera

What you’ll achieve:

In this project-centered course*, you will use the Business Model Canvas innovation tool to approach either a personal or corporate challenge or opportunity. You’ll learn to identify and communicate the nine key elements of a business model: Customer Segments, Value Proposition, Channels, Customer Relationships, Key Resources, Key Activities, Key Partners, Revenue Streams, and Cost Structure.

Your completed project will be a polished Business Model Canvas that outlines the business case for a new product or service to address your selected challenge or opportunity. You’ll present your case in both a one-page document and a 10-minute video presentation.

What you need to get started:

This project-centered course is designed for anyone who wants to understand innovation best practices and the intra-corporate entrepreneurial (intrapreneur) skills needed to lead innovation projects, teams, and strategies. Entry- and senior-level professionals in a variety of industries - including education, healthcare, business, and not-for-profit - will benefit from the course materials and project experience. The only prerequisite is a strong desire to understand best practices in innovation and to master the skills needed to transform a new idea into a profitable reality.

To complete the project, you’ll need to access the Business Model Canvas from either the Kauffman Foundation (http://www.entrepreneurship.org) or Strategyzer.com (http://www.Strategyzer.com), or via the Creative Commons license offered by Strategyzer AG (http://www.businessmodelgeneration.com/downloads/business_model_canvas_poster.pdf).

*About Project-Centered Courses: Coursera's project-centered courses are designed to help you complete a personally meaningful real-world project, with your instructor and a community of like-minded learners providing guidance and suggestions along the way. By actively applying new concepts as you learn, you’ll master the course content more efficiently; you’ll also get a head start on using the skills you gain to make positive changes in your life and career. When you complete the course, you’ll have a finished project that you’ll be proud to use and share.

What's inside

Syllabus

The Business Model Canvas: A Tool for Entrepreneurs and Innovators

Are you interested in starting your own business? Are you an entrepreneur who wants to accelerate profitable growth by improving your business model? Are you an intrapreneur, inside of an organization, who has a new idea that could make your customers smile and your competitors cry? If yes, then the Business Model Canvas is the best place to start. It is a proven tool for creating, assessing or reinventing a business model.

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Examines modern concepts and best practices of innovation and entrepreneurship, which are standard in industry

Develops understanding and application of a recognised innovation tool, the Business Model Canvas, which is a core skill for innovators and entrepreneurs

Students will build the skills of an intrapreneur, which are useful for personal growth and development

Taught by Dan Stotz, who is recognised for their work in innovation in education

Teaches skills and knowledge that are highly relevant to innovation strategy, which is standard in industry

Leads learners through a project where they apply the Business Model Canvas to a real-world challenge or opportunity, which strengthens an existing foundation

Reviews summary

Mastering the business model canvas

According to learners, this course provides a strong and practical introduction to the Business Model Canvas, a key tool for developing and analyzing business models. The project-centered approach is a major highlight, enabling students to apply the framework directly to their own ideas or companies. Many reviewers found the course well-structured and clear, breaking down each canvas element effectively. The course content is widely regarded as useful for both aspiring entrepreneurs and corporate innovators. While the tool and practical application receive overwhelmingly positive feedback, the quality of the peer review process, essential for the project, is sometimes seen as inconsistent, depending on the assigned reviewers. Some learners also noted that the introductory lecture material might be basic for those with prior business experience.

Relevant for career development.

"Highly relevant for anyone working in or looking to enter the innovation space."

"This course provides tools directly applicable in a corporate setting."

"Valuable skills for entrepreneurs and intrapreneurs alike."

"Helped me think about my current business from a new perspective."

Well-organized and easy to follow.

"The course is well structured and breaks down the canvas components clearly."

"Each week focuses on a specific part of the BMC, making it easy to digest."

"The step-by-step approach is helpful for understanding the framework."

"I appreciated the logical flow and organization of the modules."

Learn a foundational business tool.

"The Business Model Canvas itself is a brilliant tool, and the course teaches how to use it."

"Understanding the nine building blocks of the BMC is incredibly useful."

"This framework provides a clear way to structure business ideas."

"The BMC is a powerful tool for any entrepreneur or innovator."

Apply the BMC to your own idea.

"The project is the core strength, allowing practical application of the canvas to your own idea."

"I could immediately apply the concepts to my startup business plan."

"Working on a personal project made the learning concrete and directly useful."

"This course is valuable because you build the canvas for a real business idea."

"Applying the canvas to a real case makes it very practical."

Basic for experienced learners.

"Some of the introductory lectures felt a bit too basic if you're already familiar with business concepts."

"If you have read the Business Model Generation book, the initial content might be repetitive."

"Good for beginners, but experienced people might find parts too simple."

Feedback quality can vary.

"The peer review quality was inconsistent; some feedback was not helpful."

"Getting useful feedback from peers depends heavily on who you are matched with."

"While some reviews were insightful, others lacked depth."

"The peer assessment system is flawed if reviewers don't take it seriously."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Business Model Canvas: A Tool for Entrepreneurs and Innovators (Project-Centered Course) with these activities:

Read 'Business Model Generation'

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Reading 'Business Model Generation' will provide you with a comprehensive understanding of the Business Model Canvas and its application in real-world scenarios.

View The Invincible Company: How to Constantly... on Amazon

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Purchase and read the book.
Take notes and highlight key concepts.
Complete the practice exercises.

Review Business Model Canvas Definitions

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Reviewing the key definitions of the Business Model Canvas will help build a strong foundation for understanding the tool and its application.

Browse courses on Business Model Canvas

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Read the provided course materials on the Business Model Canvas.
Create a glossary of key terms.
Test your understanding by completing practice exercises.

Organize and Review Course Materials

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Organizing and reviewing course materials will help you synthesize your learning and reinforce key concepts.

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Gather and organize all course materials, including notes, readings, and assignments.
Review the materials regularly to refresh your understanding.
Create summaries and mind maps to consolidate your learning.

Five other activities

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Attend a Workshop on Business Model Design

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Attending a workshop on business model design will provide you with structured learning and hands-on practice.

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Research and identify relevant workshops.
Register and attend the workshop.
Participate actively in discussions and activities.
Apply the learnings from the workshop to your own business or projects.

Apply Canvas Model to Real-World Scenarios

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Applying the Business Model Canvas to real-world scenarios will help you develop a deeper understanding of its practical application and refine your problem-solving skills.

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Select a business or industry.
Identify a specific challenge or opportunity.
Develop a Business Model Canvas for the challenge or opportunity.
Present your solution to a group.
Receive feedback and iterate on your solution.

Facilitate a Discussion on Business Model Innovation

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Leading a discussion on business model innovation will allow you to share your knowledge, engage with peers, and gain diverse perspectives on the topic.

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Prepare discussion questions.
Gather a group of peers.
Facilitate the discussion, ensuring equal participation and constructive dialogue.
Summarize the key takeaways.

Develop a Business Model Canvas for a Personal or Corporate Challenge

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Creating a Business Model Canvas for a personal or corporate challenge will provide you with hands-on experience in using the tool and demonstrate your understanding of its components.

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Identify a personal or corporate challenge or opportunity.
Conduct research and gather data.
Develop a Business Model Canvas based on your research.
Present your Business Model Canvas.

Mentor Junior Entrepreneurs or Intrapreneurs

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Mentoring junior entrepreneurs or intrapreneurs will provide you with an opportunity to share your knowledge and experience while supporting the next generation of innovators.

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Identify and connect with junior entrepreneurs or intrapreneurs.
Provide guidance and support on business model development and innovation.
Share your insights and best practices.
Monitor their progress and provide feedback.

Career center

Learners who complete Business Model Canvas: A Tool for Entrepreneurs and Innovators (Project-Centered Course) will develop knowledge and skills that may be useful to these careers:

Innovation Manager

An Innovation Manager is responsible for leading and managing innovation within an organization. The Business Model Canvas course can help an Innovation Manager to develop and implement new business models that will help their organization to grow and succeed. The course teaches students how to identify and evaluate new opportunities, develop and test new products and services, and create a business plan for their innovations. This knowledge and these skills are essential for anyone who wants to be successful in innovation management.

See salaries and explore the career path for Innovation Manager

Venture Capitalist

A Venture Capitalist provides funding to early-stage businesses with high growth potential. The Business Model Canvas course can help someone planning to go into this field to understand the different components of a business model and how they fit together. This knowledge can help Venture Capitalists to make better decisions about which businesses to invest in.

See salaries and explore the career path for Venture Capitalist

Entrepreneur

An Entrepreneur is someone who starts their own business and takes on the risks and rewards of doing so. The Business Model Canvas course is ideal for someone who wants to become an Entrepreneur because it provides a step-by-step guide to creating a business model. This can help Entrepreneurs to validate their ideas, identify potential risks, and develop a plan for success.

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Product Manager

A Product Manager is responsible for the development and launch of new products or features. The Business Model Canvas course can help someone planning to go into this field to understand how to create a successful business model for a new product. The course also teaches students how to identify and evaluate new market opportunities, which is a key skill for Product Managers.

See salaries and explore the career path for Product Manager

Marketing Manager

A Marketing Manager is responsible for developing and executing marketing campaigns that promote a company's products or services. The Business Model Canvas course can help someone planning to go into this field to understand the different components of a business model and how they fit together. This knowledge can help Marketing Managers to develop more effective marketing campaigns that are aligned with the company's overall business goals.

See salaries and explore the career path for Marketing Manager

Operations Manager

An Operations Manager is responsible for the day-to-day operations of a business. This includes planning, organizing, and directing the activities of the business to ensure that it runs smoothly and efficiently. The Business Model Canvas course can help someone planning to go into this field to understand the different components of a business model and how they fit together. This knowledge can help Operations Managers to make better decisions about how to allocate resources and manage the day-to-day operations of the business.

See salaries and explore the career path for Operations Manager

Market Analyst

A Market Analyst studies and analyzes market data in order to provide insights and recommendations to businesses. The Business Model Canvas course can help someone planning to go into this field to understand how businesses are built and function. Additionally, the course teaches students how to identify and evaluate new market opportunities, which is a key skill for Market Analysts.

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Customer Success Manager

A Customer Success Manager is responsible for onboarding new clients, implementing new systems, and generally overseeing a client’s business relationship with a company. A Customer Success Manager could benefit from the Business Model Canvas course by gaining a better understanding of their client's businesses. This could help them to better meet the needs of their clients and improve their customer retention rate.

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Franchise Owner

A Franchise Owner owns and operates a business that is part of a larger franchise system. This means that they follow a specific business model and receive support from the franchisor. The Business Model Canvas course could be useful to a Franchise Owner by helping them to understand the different components of a business model and how they fit together. This knowledge could help them to make better decisions about their business.

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Sales Manager

A Sales Manager is responsible for leading and managing a team of salespeople. The Business Model Canvas course can help someone planning to go into this field to understand the different components of a business model and how they fit together. This knowledge can help Sales Managers to make better decisions about how to allocate resources and manage their sales teams.

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Consultant

A Consultant is an expert in their field with specialized knowledge that they use to solve problems and help create value for clients. Because Consultants do not exclusively work for one company, it may be beneficial for someone in this field to understand the business processes and strategies of a range of different businesses. The Business Model Canvas course fits this need by teaching learners the components and language of a business model, and helping them to understand how businesses create, deliver, and capture value.

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Strategy Consultant

A Strategy Consultant helps organizations develop and implement strategies to achieve their business goals. The Business Model Canvas course may be useful to someone planning to go into this field by providing them with a framework for understanding and evaluating business models. This knowledge can help Strategy Consultants to make better recommendations to their clients.

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Financial Analyst

A Financial Analyst collects data and conducts research to make recommendations for the investment of funds. The Business Model Canvas course teaches students how to evaluate and compare business models, which may be helpful for someone in this field.

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Systems Analyst

A Systems Analyst studies and analyzes existing systems to find ways to improve their efficiency and effectiveness. The Business Model Canvas course may be useful to someone planning to go into this field by providing them with a framework for understanding and evaluating business models. This knowledge can help Systems Analysts to make better recommendations to their clients.

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Analyst

An Analyst is a broad category that can span many fields and industries. An Analyst researches, examines, and interprets data in order to solve problems for their clients. The Business Model Canvas course can help someone planning to go into this field to understand how businesses are built and function. Therefore, it could be useful to someone wanting to become an Analyst.

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