The Business Model Canvas is one of the most widely used tools in startup land — and for good reason. It gives you a complete snapshot of how your business works, all on a single page. Whether you’re just sketching out a new idea or refining something you’ve been building for years, it’s a fast way to bring clarity and focus to your thinking.

The canvas was originally introduced by Alexander Osterwalder in 2005. He wanted to simplify business planning, moving away from 50-page documents no one reads, to something visual, collaborative, and dynamic. It’s since become a global standard, used by startups, corporates, accelerators, and investors.

But this isn’t just for MBAs or consultants. The canvas is designed to be simple enough for anyone to use — whether you're a solo founder, a side-hustler, or a team working on your next product. The aim is to help you answer one big question: “How does this thing make sense as a business?”

At Foundra, we’ve made this tool even easier to use. You can download our Business Model Canvas in PDF, Google Sheets, or Excel format — perfect for brainstorming with your co-founder or pitching to investors.

Here’s what the canvas helps you map out:

• What you’re offering (and why people should care)
• Who it’s for
• How you’re going to reach them
• What you need to make it work
• How it makes money
• And what it’s going to cost

It’s not about being right on Day 1. It’s about getting started. You can — and should — come back to update it regularly.

You’ll see nine boxes on the canvas. Each one covers a key part of your business.

Here’s how to fill it in:

1. Customer Segments
Start here. Who are you building this for? Be specific. Not just “students,” but “international students struggling to learn online.” Break customers into distinct groups if needed.

2. Value Proposition
Why should those people care? What problem are you solving? What outcome do they get from your product or service? Keep it clear and short. Avoid marketing speak.

3. Channels
How will you reach your customers? Think about both marketing channels (e.g. SEO, TikTok, partnerships) and delivery (e.g. app, website, in-person).

4. Customer Relationships
Once you’ve got them, how do you keep them? Do you automate everything, or is it hands-on? Think onboarding, retention, support, and upsells.

5. Revenue Streams
How does the business make money? Subscriptions? One-time sales? Ads? Write down your main sources — and which customer segments are paying.

6. Key Resources
What assets do you need to deliver on your value prop? This might include technology, people, IP, brand, or even user data.

7. Key Activities
What are the things you must do well to succeed? Product development? Customer support? Sales? Keep it focused on the core.

8. Key Partners
Who helps you deliver? This could be suppliers, agencies, platforms (like the App Store), or even investors.

9. Cost Structure
What are the major costs in your business model? Think people, hosting, marketing, content production, legal, etc.

You don’t need to fill in every box perfectly the first time. Start with rough guesses, test your assumptions, and keep refining. That’s the magic of the canvas.

• Don’t overthink it. This isn’t about writing the perfect plan. It’s about learning fast. Scribble, adjust, repeat.
• Write like a human. Use simple words. Bullet points are fine. This is for you and your team — not the Queen.
• Challenge every box. Ask: Is this true? If it’s just an assumption, make a note. Then test it.
• Be specific. “Tech enthusiasts” is vague. “Remote developers using Notion and Discord daily” is better.
• Revisit it often. Your business will change. Your canvas should too. It's a living doc, not a one-off task.
• Do it together. If you’ve got a co-founder or team, fill it in as a group. You’ll catch blind spots you’d miss solo.

We’ve made it easy to get started — just download the PDF, Google Sheet, or Excel template from Foundra and start filling it in. No signup needed. No BS. Just a damn useful tool to get your business moving.