0. The starting point: Business Model Canvas

The starting point and baseline is the well-known Business Model Canvas (BMC) from 2005 by Alexander Osterwalder, as illustrated in the book "Business Model Generation" from 2010.

he canvas contains 9 parts that are translated into 9 themes and talking points using the Bricks and Mortars practice. We leave deeper explanations of the themes and their talking points to the plentiful web pages, Wikipedia and books out there.

The BMC themes are:

• Key Partners: required partners and networks.
• Key Activities: critical activities in executing the value proposition.
• Key Resources: critical resources used to offer and deliver customer value.
• Value Propositions: the promises of value delivered through offered products and services.
• Customer Relations: relationships with customers in customer segments.
• Channels: communication, distribution, and sales channels used to deliver values.
• Customer Segments: customers or segments of customers the organisation serves.
• Cost Structure: financial consequences of executing the value proposition.
• Revenue Streams: revenues from delivering the value propositions successfully to customers/customer segments.

The adjacent Value Proposition Canvas (VPC) can be used to capture additional aspects such as pains and gains.

The graphical layout of the themes in the canvas is illustrated using boxes.