The Mission Model Canvas

The Mission Model Canvas

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Hacking for Defence

File size: 4 mB

CONTENT SOURCE: STEVEBLANK.COM

The Mission Model Canvas – An Adapted Business Model Canvas for Mission-Driven Organizations

As we prepared for the new Hacking for Defense class at Stanford, we had to stop and ask ourselves: How do we use the Business Model Canvas if the primary goal is not to earn money, but to fulfill a mission? In other words, how can we adapt the Business Model Canvas when the metrics of success for an organization is not revenue?

Alexander Osterwalder and I think we have the answer – the new Mission Model Canvas.

The Business Model Canvas has been a great invention for everyone from startups to large companies. Unlike an org chart, which describes how a company executes to deliver known products to known customers, the Business Model Canvas illustrates the search for the unknowns that most new ventures face. The 9 boxes of the canvas let you visualize all the components needed to turn customer needs/problems into a profitable company.

From Revenue Streams to Mission Achievement
The Business Model Canvas has served all of us well in thinking about building businesses – and therein lies the problem. In a business the aim is to earn more money than you spend. What if you’re a government or a military organization or part of the intelligence community? In these cases you don’t earn money, but you mobilize resources and a budget to solve a particular problem and create value for a set of beneficiaries (customers, support organizations, warfighters, Congress, the country, etc.)

  • Customer Segments is changed to Beneficiaries
  • Cost Structure is changed to Mission Cost/Budget
  • Channel is changed to Deployment
  • Customer Relationships is changed to Buy-in/Support

Mission_Model_Canvas

The rest of this blog post explains the how and why of these changes to the canvas.

These videos are sourced from youtube on Creative Commons License.

The Mission Model Canvas

1
00 Introduction
2.18
2
01 Beneficiaries and Stakeholders
2.48
3
02 Value Proposition
1.32
4
03 Buy in
1.34
5
04 Deployment
1.25
6
05 Mission Achievement
1.17
7
06 Key Activities
0.54
8
07 Key Resources
0.54
9
08 Key Partners
0.57
10
09 Mission Budget
1.17
11
Audio File – Mission Model Canvas

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Duration: 1 hour
Lectures: 11
Video: 17 minutes
Level: Intermediate
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