Agile Product Strategy – Business Model Canvas
3.8 (46 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
361 students enrolled

Agile Product Strategy – Business Model Canvas

Build successful companies & products people will buy
3.8 (46 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
361 students enrolled
Created by Matthias Orgler
Last updated 3/2018
Price: $99.99
30-Day Money-Back Guarantee
This course includes
  • 2 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Know all parts of the Business Model Canvas
  • Undestand how all the little parts fit together
  • Apply the Business Model Canvas to existing business models
  • Sketch a complete canvas of your own business model
  • Anyone can participate

Why Should I Take This Course?

Do you want to create products that actually make money? In theory, the recipe for success takes only two ingredients: a product and customers who want to buy that product. Unfortunately, these two ingredients are not that easy to find in practice…

Many product managers, entrepreneurs and innovators focus on engineering really awesome products … and then struggle to find customers who want to buy them. One missing piece on the road to success is the business model. But writing business models has traditionally been hard and taken weeks or months to do.

The Topic of this Course

This course will teach you a simple, but powerful tool to quickly sketch business models: the Business Model Canvas.

The Business Model Canvas (a tool invented by Alexander Osterwalder in his influential book "Business Model Generation") allows you to draft new business models in hours or even minutes! It is a visual representation of a business and is thus much easier to understand than traditional 100-page-business-plans. It also helps you to think about the important parts of your business model in a structured way. There are countless applications of this tool in various practical methods. 

What You Will Learn

This course will teach you what the canvas is and how to sketch a business model with it. It will build a foundation, so you'll be well equipped to take advantage of further courses diving deep into certain applications and methods (these applications and methods are not part of this foundation level course). Here is what you will learn in this course:

  • What is the Business Model Canvas?
  • Why do we Need It?
  • How does it compare to More Traditional Business Models?
  • How to Fill in Each of the 9 Building Blocks?
  • How Do the Parts Fit Together?
  • How to Do a Rough Revenue Estimate?
  • What does a Full Business Model Look Like as a Canvas?
  • How to Sketch Your Own Business Model?

What do You need to Take this Course?

You need very little – this is a beginner's course. You should bring some curiosity for business models. Also a basic knowledge of business model terms like "customer", "revenue" or "distribution" will be very helpful. Other than that, you need no prior knowledge of the Business Model Canvas or other business modelling methods. Should you ever feel lost during the course, feel free to send me questions – I will do what I can to bring you up to speed!

Your Instructor

Matthias Orgler is an experienced consultant on business model generation and product innovation. In his job he ensures that ideas earn revenue and become a market success. From scouting innovations in Silicon Valley he got a feeling for business models and markets. He has advised international companies large and small and applied a broad variety of methods that turn ideas into successful businesses.

Who this course is for:
  • Product managers, entrepreneurs, innovators
Course content
Expand all 20 lectures 01:49:39
+ Introduction
1 lecture 04:02

Get to know your instructor and enjoy a brief overview of this whole course.

Preview 04:02
+ Overview
2 lectures 10:07

Traditional business plans already exist – so why do we need this "canvas" thing? I will explain which problems the canvas aims to solve. You will learn what the canvas is made for and when to use it.

Why Do We Need the Business Model Canvas?

A first glimpse at the actual Business Model Canvas. See what it looks like and get an overview.

The Canvas as a Whole
+ The 9 Building Blocks
10 lectures 50:31

Customers are at the heart of every business model – no customers, no business! Learn what customer segments are, how to find your customers and which pitfalls to avoid.

Customer Segments

How will your offering create value for your customers? Learn to find value propositions and map them to your customer segments.

Preview 08:17

How do you deliver your value proposition to the customer? Learn to identify the various channels.


There is more to a successful customer relationship than merely taking money and delivering a product. Learn which relationships you can create with your customers to keep them loyal.

Customer Relationships

Here is how you make money! Learn about some basic income streams for a business and map them to customer segments.

Revenue Streams

Now we start to look at how we will provide value to our customers. Learn to list the resources that make your business model work.

Key Resources

Pretty similar to Key Resources, this building block lists all essential activities to make your business model work. Learn how to systematically list these activities here.

Key Activities

Most business don't stand alone. You will have suppliers and partners. Learn how to identify and list them.

Key Partners

What are the costs of your business? Learn to get an overview of the most important costs.

Cost Structure

Zoom out and look at the whole Business Model Canvas again.

All 9 Building Blocks
+ Putting the Pieces Together
4 lectures 30:40

In which order should you fill the 9 blocks of the canvas?

Where to Start

See a full business model of a successful real world company. You will look at Apple's iPod business, identify the various parts and fill in a complete business model canvas.

A Real World Example

Having rough revenue estimates for a business model is important for future decisions. See how you can quickly crunch some numbers with the canvas.

Calculating Expected Earnings

It's time to create a full canvas of your own business model! You will get guidance and tips to find the right answers for your business idea.

Sketch Your Own Business Model
+ Looking Further
3 lectures 14:19

How does the Business Model Canvas compare to a traditional business plan? Does one substitute the other? What is missing in the canvas and what does it add to the table?

Comparison with Traditional Business Plans

The Business Model Canvas is just a tool. It really starts to shine, if you embed this tool into other processes and methods.

Where Can You Apply the Business Model Canvas?

Phew! That was a lot of input! You get a summary of all we talked about, so it's easier to recap. Finally you will get ideas where to go from here and apply or augment your newly learned knowledge!

Summary and Next Steps