Nine blocks for how the company creates, delivers, and captures value.
The business model canvas (Osterwalder) is a one-page map of the business system: customer segments, value propositions, channels, relationships, revenue, resources, activities, partners, and costs. It is not a GTM plan. The canvas says how the machine works. The GTM plan says how you enter a market this quarter.
Customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partners, cost structure. Fill segments and value first. Costs last.
A PLG analytics product. The canvas showed self-serve as the channel. The GTM plan then set a 90-day motion: product-qualified leads into a one-call close, not a six-seat enterprise cycle.
Scribe
| Field | Filled |
|---|---|
| Segment | Product-led mid-market marketing teams |
| Value | Pipeline proof without a data team |
| Channel | Self-serve + content-led inbound |
| GTM motion | PQL → one-call close in 90 days |
A second ICP is a second canvas, not a comma in the same box.
Paste the line from the value proposition template. Do not list features here.
Outbound, partner, self-serve — only if someone owns them this quarter.
Channels + segments + value on the BMC become audience, motion, and offer on the GTM sheet.
BMC for an operating business. Lean canvas when you are still testing the problem. See the comparison.
No. Fold GTM questions into the existing GTM strategy guide. The canvas is the business system, not the launch plan.