Developing a Business Purpose Canvas

NBDC's Business Purpose Canvas navigates an entrepreneur through the narrative process to form a viable business model. This canvas identifies all areas that must be addressed during business development in order to define and successfully carry out the company’s purpose. These key areas offer specific questions used as guides for properly preparing to generate revenue, sustain the value proposition and effectively impact the industry long-term.

Great from the Start

How are you establishing a culture of conscious capitalism within your business from its inception? Consider aspects of servant leadership and hiring the best people to help bring your business to life, yet still align with your core values.

Value Proposition

What do you do?

  • What problem are you solving?
  • What core value do you deliver through your product/service to your customer?
  • Which needs are you satisfying for primary and secondary stakeholders?
  • In addition to the financial value, what higher purpose does your innovation serve?

Customer Segments

Who do you help?

  • Which customer groups are you creating value for?
  • Who is your most important customer?
  • How are you differentiated from your competition?

Customer Relationships

How do you interact?

  • What relationship does the target audience expect you to establish?
  • How can you integrate that into your work in terms of cost and format?

Distribution Channels

How do you reach them?

  • Through which logistical/media channels do you reach your customers?
  • Which channels work best? How much do they cost?
  • How can they be integrated into your audience?

Key Activities

How do you do it?

  • What key activities does your value proposition require for you to do internally?
  • What metric is best to measure?
  • What activities are most important for your distribution channels, customer relationships, revenue streams, etc.?
  • How do you interact with all stakeholders?

Key Resources

What do you need?

  • What is your infrastructure and how are you organized?
  • What key resources does your value proposition require?
  • Who controls needed resources?
  • How do you acquire those resources?

Key Stakeholders

Who will help you?

  • Who are the people and organizations outside of your business that you need to work with?
  • What are the most important motivations for the partnerships that you are seeking to offer your innovation? In other words, is there a higher purpose that your value proposition serves that aligns with other stakeholders that can support the delivery of your innovation?

Cost Structure

What will it cost?

  • What are the most important costs in your work?
  • Which key resources/activities are most expensive?
  • At what scale of production would the cost per product/service be profitable?

Revenue Stream

How much will you make?

  • For what value are your customers willing to pay?
  • What evidence do you have that your customers are able/willing to pay?
  • How much does every revenue stream contribute to the overall revenue?