Business Model Canvas

Overview

The Business Model Canvas (BMC) is a one-page strategic tool that maps every element of how your business works. For solopreneurs, the standard BMC needs one critical addition: a Time & Energy block, because your scarcest resource isn't money — it's you. This playbook walks you through filling every block, validating the connections between them, and finding the weaknesses before the market does.

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The Nine (+1) Blocks

Fill these in the order listed. Each block informs the next. Do not skip around.

Block 1: Customer Segments

Question: Who exactly are you serving?

• Be specific. Not "small businesses." Define 1-3 tight segments.
• For each segment: size estimate, pain level, budget, and how they currently solve the problem.
• Rank segments by: pain intensity × willingness to pay × reachability.
• Your primary segment (the one you build for first) should score highest across all three.

Block 2: Value Propositions

Question: What specific value do you deliver to each segment?

• Write one value proposition per segment. Make it concrete and measurable.
• Format: "[Customer type] can [achieve specific outcome] in [timeframe/way], instead of [current painful alternative]."
• Quantify the value wherever possible: "Save 5 hours/week", "Cut churn by 30%", "Close deals 2x faster."
• Identify whether your value is primarily: cost savings, time savings, quality improvement, risk reduction, or new capability.

Block 3: Channels

Question: How do customers discover and buy from you?

• Map the full customer journey: Awareness → Consideration → Purchase → Delivery → Post-purchase.
• For each stage, identify the specific channel or touchpoint. Example: Awareness = LinkedIn content + SEO blog. Consideration = free trial. Purchase = website checkout. Delivery = onboarding email sequence. Post-purchase = in-app onboarding.
• Identify which channels are owned (blog, email list, social following), earned (word-of-mouth, reviews, press), or paid (ads). Aim for a mix, but as a solopreneur, owned and earned channels are your lifeline.

Block 4: Customer Relationships

Question: What kind of relationship does each customer segment expect?

Choose the dominant model(s) for your business:

• Self-service: Product does the work. Minimal human touch. (SaaS tools, digital products)
• Automated personal service: Personalized at scale via automation. (Email sequences, chatbots, personalized dashboards)
• Community: Customers help each other. (Forum, Slack group, peer network)
• One-to-one: Direct personal interaction. (Consulting, coaching, white-glove service)

As a solopreneur, self-service and automated are your scaling levers. One-to-one doesn't scale but can be your revenue bridge while building.

Block 5: Revenue Streams

Question: How does money flow in, and from whom?

For each customer segment, define:

• Revenue model: One-time purchase / Subscription (monthly or annual) / Usage-based / Freemium / Marketplace commission / Service retainer
• Price point: Specific dollar amount per unit or per month
• Payment trigger: What action causes the customer to pay?
• Expected ARPU (Average Revenue Per User): Monthly and annual

List ALL revenue streams. Most successful solopreneur businesses have 2-3 streams (e.g., a SaaS product + a consulting arm + a digital course).

Block 6: Key Resources

Question: What do you need to deliver your value proposition?

As a solopreneur, resources are: your time, your skills, tools/software, and any intellectual property or data you have.

• List every resource required.
• Flag which are one-time investments vs. ongoing costs.
• Identify the resource that is your biggest bottleneck. This often reveals a scaling problem early.

Block 7: Key Activities

Question: What must you actually DO every day/week to keep this business running?

Split into:

• Product/Service delivery — the core thing you do to serve customers
• Customer acquisition — marketing, sales, outreach
• Operations & maintenance — support, invoicing, infrastructure, updates

Solopreneur time-check: Estimate hours per week for each activity. If the total exceeds your available hours (realistically 30-40 for a full-time solo operation), something must be cut, automated, or outsourced.

Block 8: Key Partnerships

Question: What external relationships reduce risk or fill capability gaps?

Partnerships for solopreneurs often include:

• Tool/platform partnerships (integration partners, affiliate relationships)
• Freelancer or contractor relationships for skills you lack
• Distribution partners (someone who sends customers your way in exchange for value)
• Technology dependencies (API providers, hosting, payment processors)

Risk flag: If your business depends on a single platform or partner that could change terms or shut down, that's a critical risk. Identify these and have contingency plans.

Block 9: Cost Structure

Question: What does it cost to run this business?

Categorize costs:

• Fixed costs (don't change with volume): hosting, tools/subscriptions, insurance, legal
• Variable costs (scale with revenue or customers): payment processing fees, ad spend, contractor hours, per-unit delivery costs
• One-time costs: Initial setup, branding, first version of product

Calculate your monthly burn rate (fixed + baseline variable) and your break-even point (how many customers or revenue needed to cover all costs).

Block 10 (Solopreneur Addition): Time & Energy Budget

Question: Can YOU actually do all of this without burning out?

This block doesn't exist in the standard BMC but is the #1 killer of solopreneur businesses.

• List every key activity from Block 7.
• Assign realistic weekly hours to each.
• Identify what can be automated (Block 7 cross-reference).
• Identify what can be outsourced and at what cost (feeds back into Block 9).
• Calculate your remaining personal hours for rest, learning, and life.

Rule: If your time budget doesn't balance, the business model is broken. Fix it before launching — not after burning out six months in.

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Validation Step: Cross-Block Consistency Check

After filling all blocks, run these checks. Each one catches a common mistake:

Check	What to Verify
Value ↔ Segments	Does each value proposition directly address a pain that each segment actually has?
Revenue ↔ Value	Are customers willing to pay the price you set for the value you deliver? (Cross-reference customer discovery data)
Channels ↔ Segments	Can you actually reach your target segments through the channels you listed?
Activities ↔ Time	Do your key activities fit within realistic available hours? (Block 10)
Costs ↔ Revenue	Does your revenue exceed your costs at a realistic customer volume? (Unit economics)
Resources ↔ Activities	Do you have every resource needed to execute every activity?
Partnerships ↔ Risks	Are critical dependencies identified and mitigated?

For every "no" answer: Either fix the block or fundamentally rethink the model. A business model with unresolved inconsistencies will fail predictably.

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Unit Economics Sanity Check

Before finalizing, calculate these three numbers:

• CAC (Customer Acquisition Cost): Total marketing/sales spend ÷ number of new customers acquired. Target: CAC < 3 months of customer revenue.
• LTV (Customer Lifetime Value): ARPU × average customer lifespan in months. Target: LTV > 3× CAC.
• Payback Period: CAC ÷ monthly ARPU. Target: < 12 months.

If unit economics don't work, adjust: raise price, reduce CAC via better channels, or increase retention to extend LTV.

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When to Revisit

• Before every major decision (new feature, new market, new pricing).
• Monthly during the first 6 months of operation.
• Quarterly thereafter.
• Whenever a key assumption is proven wrong by real data.

The BMC is a living document. The version you write today will be wrong in 30 days. That's expected. Update it honestly and often.