The Lean Canvas was developed in 2009 by Ash Maurya based on the Running Lean approach and is a derivative of the Business Model Canvas by Alexander Osterwalder. It is mainly used for start-ups or just early stage ideas where many elements of the more comprehensive Business Model Canvas are not known.
Compared to the Business Model Canvas, four sub-elements are exchanged so that the nine elements now read:
- (1) Problem
What problems does the idea/product/service solve? What are existing alternatives? - (2) Customer Segments
Who are the target groups? Which customer segments do we address? Who are Early Adopters? - (3) Solution
What concrete solution is offered to customers? - (4) Unique Value Proposition
What unique value proposition do we offer? What is our unique selling proposition? - (5) Unfair Advantage
What is the “unfair advantage”? What makes it difficult for their competition to copy their approach? - (6) Key Metrics
How can success be measured? What actions do customers need to take in order for you to generate revenue - (7) Channels
How do we reach customers? Which channels do we use? - (8) Cost
Where do which costs arise? - (9) Revenue
Where does which revenue arise?
