IMPORTANCE OF PROBLEM SETTING BEFORE DEVELOPING A BUSINESS MODEL CANVAS
DS 84: Proceedings of the DESIGN 2016 14th International Design Conference
Year: 2016
Editor: Marjanovic Dorian, Storga Mario, Pavkovic Neven, Bojcetic Nenad, Skec Stanko
Author: Bekhradi, A.; Yannou, B.; Cluzel, F.
Series: DESIGN
Section: DESIGN INNOVATION
Page(s): 907-916
Abstract
In this paper, the importance of problem setting in front end of innovation to radically innovate is emphasized prior to the use of the BMC. After discussing the context of the Business Model Canvas usage, the failure reasons of a premature use (in early design stages) of the BMC tool is discussed through some real examples of innovative startups in Paris area. This paper ends with the proposition of three main rules to follow when one wants to use the Business Model Canvas.
Keywords: business model, problem setting, radical innovation, experimentation