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As this method relies on fluid communication, the table is designed for entrepreneurs to fill it with posits,
so they can discuss, note, try new iputs, etc.

2.2 Using Canvas to develop a circular business model

2.2.1 What is Business Model Canvas?

The so-called Canvas Model or canvas method was developed in 2011 by Alexander Osterwalder and Yves
Pigneur in the book Generation of Business Models, where the different types of models are analyzed.
The Canvas Model is a tool to define and create innovative business models that simplify 4 major areas:
customers, supply, infrastructure and economic viability in a box with 9 divisions.

• Value propositions that seek to solve customers’ problems and satisfy their needs
• Key activities which are performed to offered and deliver the aforementioned elements
• Key resources as the assets required to offer and deliver the aforementioned elements
• Key partnerships being a network of suppliers and partners that support the business model
• Customer segments that an organization serves
• Channels which an organization uses to deliver, communicate and sell value propositions
• Customer relationships which an organization builds and maintains with each customer segment
• Revenue streams resulting from value propositions successfully offered to customers execution by
providing some resources and performing some activities
• Cost structure comprising all the costs incurred when operating a business model

The Canvas Model is designed so that the members of the company can debate on what business model
they want and how they will achieve it. As communication has to be fluid, the table is designed for entre-
preneurs to fill it with posits.