Strategy and customer value · Source reviewed; not hands-on tested
Business model assumptions
Map the customers, delivery, revenue and operating assumptions of a business.
When this is useful
You need a structured decision rather than a universal marketing formula.
Required inputs
Name the customer segment, value, channel, relationship, revenue, activities, resources, partners and costs.
Worked example — fictional
Fictional: an API monitoring startup assumes small platform teams buy self-serve. Interview and billing evidence may instead reveal security review and annual procurement.
Original worksheet
Download our evidence worksheet; upstream diagrams and proprietary templates are not redistributed.
Put it to work
- Define the decision and gather the stated inputs.
- Apply the method while retaining uncertainty and contrary evidence.
- Choose a next observation and write the conditions for revisiting the decision.
Limits and tradeoffs
A completed canvas is a hypothesis map, not market validation. The original diagram is linked rather than reproduced.
Worksheet preview
# Business model assumptions: original decision worksheet Attribution: Jon Bishop. CC BY 4.0. Framework source: https://www.strategyzer.com/library/the-business-model-canvas This is an original worksheet, not a copy of the source artifact. ## Decision What decision must this exercise inform? Who owns it? What evidence would change it? ## Inputs Name the customer segment, value, channel, relationship, revenue, activities, resources, partners and costs. For each input, record: observation | source | date | affected population | confidence | unresolved question. ## Application 1. Define one concrete decision and comparison period. 2. Record evidence separately from estimates. 3. Apply the method and inspect the assumptions that drive the result. 4. State the next observation or test and its decision rule. ## Worked example — fictional Fictional: an API monitoring startup assumes small platform teams buy self-serve. Interview and billing evidence may instead reveal security review and annual procurement. ## Limits A completed canvas is a hypothesis map, not market validation. The original diagram is linked rather than reproduced. ## Output Decision: ___ Evidence supporting it: ___ Contradictory or missing evidence: ___ Next action and owner: ___ Revisit when: ___