Using the business model canvas to design and test your startup idea

Learning goal

Many Filipino founders dive into product development without seeing the full picture.
The business model canvas helps you understand how your idea works as a real business, from how you create value to how you earn revenue.

It’s not just a form, it’s a thinking tool.
When used right, it helps you avoid blind spots, test assumptions, and build smarter from day one.

Why it matters

1. What is the business model canvas?
   It’s a one-page tool that breaks your idea down into 9 key parts, showing how everything connects:

• who you serve

• what you offer

• how you deliver

• how you earn
  It’s simple, visual, and built to evolve as you learn.

2. The 9 building blocks
   To complete your canvas, fill out:

• customer segments – who are you helping? be specific.

• value propositions – what problem are you solving for them?

• channels – how will you reach them? online, offline, or both?

• customer relationships – how will you engage and retain them?

• revenue streams – how will you earn? sales, subscriptions, fees?

• key activities – what must you do to deliver value?

• key resources – what people, tools, or assets do you need?

• key partners – who will help you get there?

• cost structure – what will it cost to run the business?

3. Use it as a living document
   This is not homework, it’s your strategy board.
   Use sticky notes, whiteboards, or tools like Miro or Canva.

Update it every time you talk to users, test an idea, or pivot your approach.
If it’s not changing, you’re not learning.

4. Focus on your riskiest assumptions first
   Not all boxes matter equally, yet.

Ask yourself:
“what’s the one thing that, if wrong, breaks the whole model?”
Test that first.

For most early-stage startups, that means:
value proposition, customer segment, or revenue stream.

5. From canvas to action
   Once your canvas is filled out and your key risks are identified:

• talk to potential users

• sketch a basic offer

• test a tiny version of your model (a landing page, fake door, pre-order, etc.)

Quick checklist

• All 9 areas are filled out (and make sense together)

• You’re clear on who your customer is and what problem you solve

• You’ve identified and are testing your riskiest assumptions

• Your canvas has changed at least once based on feedback

• You're using the canvas to guide conversations and decisions

What to do next / StellarPH tip

Use your canvas as your team’s shared map.
Print it, post it, and revisit it weekly.
Check also: https://stellarph.io/news/business-model-canvas