People Innovation Excellence


​Business Model canvas was created by Alex Osterwalder’s book: “Business Model Generation” and as result of his doctoral disertation around May 2009. This Bussiness model were illustrated as a “too simple” approach. Using examples of well known company after they were successfull such as Apple and facebook. As it look as build for business that already exist and mature not for the company that were going to success or learn to grow. While the ado​ptation of this model canvas is for startup company or entrepreneural classes.

On ​Feb 2010​​ Ash Maurya launch a book : Running Lean, that introduce the usage of Lean Model Canvas based on Osterwalder’s Business Model Canvas , Rob Fitzpatrick’s Startup toolkits and Steve Blank’s Worksheet from “the four stepss to the Epiphany”.​ This canvas objectives was making it as actionable as possible while staying entrepreneur focused. This Model change some boxes of business model canvas to make it applicable for startup entrepreneur that learn to grow and to be successful. ​It change Key partner to problem, key activities to solution, key resources to key metrics and​ customer relationship to unfair advantage.

Most startups fail, not because they fail to build what they set out to build, but because they waste time, money, and effort building the wrong product. Lean attribute a significant contributor to this failure to a lack of proper “problem understanding” from the start.

Once you understand the problem, you are then in the best position to define a possible solution. That said, Ash purposefully wanted to constrain entrepreneurs (through the use of a small box on the canvas) because the solution is what we are most passionate about. Left unchecked, we often fall in love with our first solution and end up cornering ourselves into legacy. Keeping the solution box small also aligns well with the concept of a “Minimum Viable Product” (MVP).

Key Metrics
Startups often drown in a sea of numbers in an attempt to bring order to the chaos of uncertainty. At any given point in time though, there are only a few key actions (or key macro metrics) that matter.

Unfair Advantage
This is another name for competitive advantage or barriers to entry often found in a business plan. Ash was cognizant of the fact that few startups have a true unfair advantage on day one which means this box would be blank.​


Ash Maurya, “Running Lean​”, 2010


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