Osterwalder, A. & Pigneur, Y. (2010) Business Model Generation

Osterwalder’s and Pigneur’s book describes a key tool of their business thinking/modeling, namely Business Model Canvas. The canvas is a visual presentation of key business (model) topics. The author’s claim the canvas to be a great tool for describing, analyzing, and designing business models.

The canvas consists of 9 interrelated blocks:

  • Customer segments
  • Value propositions
  • Channels
  • Customer relationships
  • Revenue streams
  • Key resources
  • Key activities
  • Key partnerships
  • Cost structure

The canvas is freely available in http://www.businessmodelgeneration.com/

From UCD perspective the most important blocks are customer segments, value propositions, channels and customer relationships. However, the books shows how from the business model’s perspective, especially the revenue streams connect value propositions and customer segments. Thus, the book gives a good motivation for designers and engineers to familiarize themselves with business aspects of product/service development.

The book also includes examples of different business model patterns described with the canvas and how to utilize the canvas when analyzing business models.  All in all the book gives an interesting and valuable (for at least engineers and designers) viewpoint on business models and their relationship to products and services.

**Aalto library has multiple copies of the book