A metamodel for Alexander Osterwalder’s Business Model Canvas (BMC) — the strategic management tool for developing and documenting business models. Based on Business Model Generation by Alexander Osterwalder & Yves Pigneur (2010).
| Type | Shape | Colour | Description |
|---|
| Customer Segment | rectangle | #81D4FA | A group of people or organisations the business serves |
| Channel | rounded | #80CBC4 | How the business reaches and delivers to customers |
| Customer Relationship | rounded | #CE93D8 | The type of relationship established with each segment |
| Type | Shape | Colour | Description |
|---|
| Value Proposition | rectangle | #FFF176 | The bundle of value offered to a customer segment |
| Key Activity | rounded | #FFAB91 | A critical action the business must perform |
| Key Resource | rectangle | #A5D6A7 | An essential asset the business requires |
| Key Partnership | rectangle | #EF9A9A | A supplier or partner relationship |
| Type | Shape | Colour | Description |
|---|
| Revenue Stream | rectangle | #C5E1A5 | How the business earns money from each segment |
| Cost Structure | rectangle | #FFCC80 | Major costs incurred to operate |
- Customer Segment — Segment Type (enumeration), Size (String)
- Channel — Channel Phase (enumeration), Ownership (enumeration)
- Customer Relationship — Relationship Type (enumeration), Motivation (enumeration)
- Value Proposition — Value Type (enumeration)
- Key Activity — Activity Category (enumeration)
- Key Resource — Resource Type (enumeration)
- Key Partnership — Partnership Type (enumeration), Partner Motivation (enumeration)
- Revenue Stream — Revenue Type (enumeration), Pricing Mechanism (enumeration)
- Cost Structure — Cost Driver (enumeration), Cost Characteristic (enumeration)
| Relationship | Line Style | Direction | Constraint |
|---|
| Targets | solid, arrow | VP → Customer Segment | Value proposition targets a segment |
| Delivered Through | solid, arrow | VP → Channel | VP delivered via a channel |
| Reaches | solid, arrow | Channel → Customer Segment | Channel reaches a segment |
| Maintained With | solid, arrow | CR → Customer Segment | Relationship maintained with a segment |
| Generates | solid, arrow | CS → Revenue Stream | Segment generates revenue |
| Enables | dashed, arrow | Key Activity → VP | Activity enables a value proposition |
| Requires | dashed, arrow | Key Activity → Key Resource | Activity requires a resource |
| Performs | dashed, arrow | Key Partnership → Key Activity | Partner performs an activity |
| Provides | dashed, arrow | Key Partnership → Key Resource | Partner provides a resource |
| Incurs | dotted, arrow | Activity/Resource/Partnership → Cost | Source incurs a cost |
| Association | solid, none | any → any | General unconstrained connection |
Segment Type, Channel Phase, Channel Ownership, Relationship Category, Relationship Motivation, Value Type, Activity Category, Resource Type, Partnership Type, Partner Motivation, Revenue Type, Pricing Mechanism, Cost Driver, Cost Characteristic