Innovating with the Business Model Canvas

Ends in 3 days! Save 40% on your access to 10,000+ programs and make a real impact in your career. Save now.

Innovating with the Business Model Canvas

This course is part of Entrepreneurship: Growing Your Business Specialization

Instructor: Alex Cowan

16,230 already enrolled

Included with Learn more

Ask Coursera

2 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

4 hours to complete

Flexible schedule

Learn at your own pace

2 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

4 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

How to create an explicit view of a company or product strategy in 20 minutes (with a little practice!)
How to apply innovation tools from the worlds of design thinking and Lean Startup to your business model design
How to use the Canvas to organize ideas and have better discussions by driving to specifics and linkages between key business drivers
How to apply a test-driven approach to business model innovation

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

2 assignments

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your subject-matter expertise

This course is part of the Entrepreneurship: Growing Your Business Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 2 modules in this course

Have you ever gotten really excited about reading or writing a business plan? You might have started out excited, but I’m going to bet you didn’t stay that way. Let’s be honest- business plans are boring and mostly ignored.

The beauty of the one-page Business Model Canvas is that it drives meaningful focus. It helps us organize our ideas and have better discussions by forcing specificity and bringing linkages between key business drivers to the foreground. Innovation requires one hand being very focused on a fundamental need or problem while the other hand quickly tests different solutions. For this, the Business Model Canvas is very innovation friendly: It's a lot easier to tweak the model and try things with something that's sitting on a single page In this course, developed at the Darden School of Business at the University of Virginia and taught by top-ranked faculty, you’ll learn key tools from the worlds of design thinking and Lean Startup to approach the Canvas with thoughtfulness, focus, and above all a test-driven approach to business model innovation.

How do you avoid the distractions that keep companies from innovating their way to organic growth? The best recipe is a hyper focus on finding product/market fit and scaling it. Fortunately, the Canvas is a great way to create that focus. We’ll start the course by looking at the jobs you do for customers and how your particular propositions drive revenue. We’ll also look at how you link those with focused customer journeys to keep these customer-centric linkages healthy and growing.

What's included

18 videos1 reading1 assignment2 discussion prompts

18 videosTotal 81 minutes

Focusing Innovation with the Business Model Canvas2 minutes
Getting Started with the Canvas2 minutes
Making the Canvas Work for You: Your Role5 minutes
Making the Canvas Work for You: Product Phase4 minutes
Meet Enable Quiz2 minutes
Creating a Testable Product/Market Fit6 minutes
Knowing Your Customer5 minutes
Getting to Know Your Customer Better: Think See Feel Do4 minutes
Knowing What Propositions to Test6 minutes
Creating Testable Propositions3 minutes
Testing Your Propositions8 minutes
Sculpting the Customer Journey: AIDAOR4 minutes
Storyboarding AIDAOR7 minutes
Delivering the Customer Journey through Customer Relationships and Channels3 minutes
Mapping Customer Relationships and Channels6 minutes
Persona/Proposition Fit and Revenue Drivers6 minutes
Scaling Product/Market Fit with the Growth Hacking Canvas5 minutes
Creating a Culture of Experimentation1 minute

1 readingTotal 10 minutes

Course Overview & Requirements10 minutes

1 assignmentTotal 30 minutes

Week 1 Quiz on Focusing for Profitability and Growth30 minutes

2 discussion promptsTotal 20 minutes

Get to know your classmates10 minutes
What did you learn from storyboarding?10 minutes

How do you develop the team(s) and capabilities you need to find your next big thing? And then scale it before your competition catches up? This week, you’ll learn how to focus your capabilities and assets on delivering to the customer. In particular, we’ll look at three core business model types which have distinct implications for where you should focus your organization with regard to Key Activities, Key Resources, and Key Partners.

What's included

10 videos1 assignment1 discussion prompt

10 videosTotal 48 minutes

The Focused Organization1 minute
Understanding Business Model Type4 minutes
Business Model Type Implications7 minutes
Key Activities vs Important Activities4 minutes
Key Activities and Strategy-Driven Process Design9 minutes
Key Partners3 minutes
Costs Now vs. Costs Later6 minutes
The Hard Things about Digital Transformation & Corporate Innovation7 minutes
Focusing Your Innovation Pipeline with the Corporate Innovation Canvas6 minutes
Course Conclusion1 minute

1 assignmentTotal 30 minutes

Week 2 Quiz on Focusing Your Organization30 minutes

1 discussion promptTotal 10 minutes

Share your completed Canvas10 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Alex Cowan

University of Virginia

28 Courses540,842 learners

Offered by

University of Virginia

Explore more from Leadership and Management

Status: Preview
Kennesaw State University
Business Model Canvas: A Tool for Entrepreneurs and Innovators (Project-Centered Course)
Course
Coursera
Business Model Canvas
Guided Project
Status: Free Trial
University of Maryland, College Park
Building the Business Model for Corporate Entrepreneurs
Course
Coursera
How to Innovate with the Strategy Canvas for Competitiveness
Guided Project

Why people choose Coursera for their career

Felipe M.

Learner since 2018

"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."

Jennifer J.

Learner since 2020

"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."

Larry W.

Learner since 2021

"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."

Chaitanya A.

"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.