Learning objectives :

• Understand the structure and logic of the Business Model Canvas to analyze any business model
• Use the BMC to analyze a project or a company by identifying key building blocks and their interdependencies
• Challenge an existing business model to assess its strengths and weaknesses
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Course :

Session 1: Discovering the Business Model Canvas
How does a business operate? How does it create value, for whom, and how does it monetize it? The Business Model Canvas answers these questions on a single page. This session introduces the tool’s nine components and the relationships between them, so that participants can read and interpret any business model.

Example of a tool : The Business Model Canvas (9 blocks: Customer Segments: Who does our offering provide value to? / Value Proposition: What specific value do we provide to our customers? / Distribution Channels: How do we connect with our segments? / Customer Relationships: What kind of relationship do we build? / Revenue Streams: What are our customers willing to pay for? / Key resources: What resources do we need? / Key activities: What activities does our model require? / Key partners: Who are our strategic partners? / Cost structure: What are our most significant costs?).

Case Study : Read and interpret a well-known business model represented on the BMC, identify the interdependencies between the blocks, and understand what makes this model coherent and defensible.

Session 2: Using the BMC to Analyze a Project or Idea
Knowing how to read a BMC is one thing. Knowing how to fill it out based on an idea or a project is where the tool really comes into its own. Participants focus on the five most critical blocks to test the viability of a new model before committing to it.

Example of a tool : The 5 essential building blocks for analyzing a new project (Target audience: Who is my priority segment, and what exactly defines it? / Value proposition: What problem am I solving, and how am I different? / Monetization: How do I generate revenue, and at what price? / Cost structure: What are the unavoidable costs of my model? / Distribution strategy: How do I reach my customers and acquire them in a scalable way?).

Case Study : Apply the BMC to a specific project or idea by focusing on these five blocks, test the model’s consistency and robustness, and identify the key assumptions that still need to be validated.

Session 3: Analyzing and Challenging Business Cases from Well-Known Companies
The final session encourages participants to go beyond mere description: to analyze, compare, and challenge the business models of real companies in order to develop a critical perspective on what makes a business model strong or vulnerable.

Example of a tool : The BMC applied to several cases of well-known companies from different sectors, to observe how established players have built their models, what the most critical interdependencies are, and where the points of vulnerability or opportunities for disruption lie.

Case Study : Analyze several well-known companies using the BMC, compare their models, practice challenging each one’s assumptions, and identify what makes a business model sustainable over the long term.