4. Canvas: Business Case

The Business Development Canvas is an extension of the Brand Development Canvas. The basic structure remains the same, but the title might initially seem ill-suited for common-good-oriented non-profit projects – “Business Case” (in German: Geschäftsmodell) sounds very commercial. Yet, doesn’t every organization strive to be sustainable? That is, ensuring you don’t run out of energy or motivation because you can’t adequately fund your efforts, leading to burnout and potential failure? Especially good offerings should remain “in business” – otherwise, it’s impossible to fulfill your sustainability promise. The message of this canvas applies to all projects that aim to achieve concrete value for others, not as an end in themselves, but in a sustainable manner. Make sure you can keep your promise.

The core logic and terms are already familiar to you. What’s new in this canvas is the specific focus on how you can consistently deliver your offering/product to your target group. It’s about the viability of your organization. How resilient is it? This is the fundamental idea of a business model or business case: ensuring you have enough resources (and thus the stamina) to address the various prerequisites so your offering can reliably achieve its transformative impact.

Is your operating model sustainable?


This delivery truck – loaded with your amazing offerings – needs to reliably reach your target audience. Under “We,” note everything that strengthens you: your team (How is it composed?), your strengths (What are you particularly good at?), and your claim (What is your core promise?). Under “You,” try to put yourself in your target group’s shoes (Who are they? What is their immediate need? What might be the underlying desires? Why should your customers and partners repeatedly choose you?).

The bridge is supported by four pillars: two “hard” production factors – rules (legal form, regulations, guidelines, standards, etc.) and finances (for personnel, technology, spaces, suppliers, etc.) – as well as two “soft” factors: your organizational culture (internal and external interactions) and reputation (among customers, partners, and the public). If these pillars are not robust, your business case will collapse – and with it, the momentum of a well-functioning, selfsustaining, and nurturing collaboration, meaning an organizationally sustainable partnership.

You can find the German Canvas here.

You can find the English Canvas here.

You can find the Spanish Canvas here.