Step-by-Step Guide to Filling Out Your First Canvas
Filling out your first Business Model Canvas doesn’t require a business degree or years of experience. It starts with a blank page and a simple question: what problem are you solving, and for whom?
As someone who’s helped over 150 early-stage founders sketch their first viable models, I’ve seen the hesitation. The fear of getting it wrong. The urge to overthink. But the canvas thrives on simplicity, not perfection.
This guide is built on real practice—not theory. You’ll walk through each block in a logical sequence, avoiding common traps. By the end, you’ll have a living document that evolves with feedback, not a rigid plan that collapses under pressure.
Every founder I’ve worked with starts with the same blank grid. The difference? Those who move fast and test early, not those who wait to be ready.
Start with the Right Foundation: The Right Order Matters
There’s no single rule for filling the canvas. But a smart sequence prevents circular thinking and wasted time.
Begin with what you know best: your customers. The canvas is not a linear checklist—it’s a system. But starting with clarity on who you serve makes the rest flow.
Here’s the order I recommend for your first try:
- Customer Segments – Who are you building for?
- Value Propositions – What problem do you solve for them?
- Channels – How do you reach them?
- Customer Relationships – How will you stay connected?
- Revenue Streams – How do you make money?
- Key Resources – What do you need to deliver value?
- Key Activities – What do you do to deliver?
- Key Partnerships – Who helps you get there?
- Cost Structure – What does it all cost?
Why this order? It mirrors the customer journey—from awareness to purchase to retention. It keeps your focus on people, not processes.
Quick Tip: Use Sticky Notes to Test Assumptions
Instead of writing on the canvas, start with sticky notes. Write one idea per note. This keeps options open, encourages iteration, and prevents premature commitment.
For example: “Solve slow delivery for small food vendors” is a better starting point than “develop a logistics app.” The former is rooted in a real pain point. The latter is a product idea, not a business model.
Fill Each Block with Purpose and Precision
Each block answers a specific question. Let’s go through them with real-world context.
1. Customer Segments: Who Are You Serving?
Don’t say “everyone.” That’s a trap. Start with a specific group: “independent food truck owners in urban areas.”
Prioritize segments by impact and feasibility. Ask: Can I reach them? Can I understand their pain? Are they willing to pay?
Common mistake: trying to serve too many segments at once. Focus on one. Validate it before expanding.
2. Value Propositions: What’s in It for Them?
A strong value proposition answers: “Why would this person choose me over the alternatives?”
Use clear, benefit-driven language. Avoid jargon. Instead of “AI-powered delivery optimization,” say “get your food to customers 30% faster.”
Test your proposition: “If I removed this benefit, would the customer still care?” If yes, it’s not unique. If no, you’re onto something.
3. Channels: How Do You Reach Your Customer?
Channels are not just sales websites. They include how you communicate, deliver value, and receive feedback.
For a food truck app, consider:
- Direct: In-person at food truck markets
- Online: Instagram, WhatsApp groups, Facebook community
- Partners: Delivery apps, local grocery stores
Choose channels where your customer already spends time. Don’t build a channel that no one uses.
4. Customer Relationships: How Do You Stay Connected?
This isn’t about marketing. It’s about how you build trust.
Start simple. A WhatsApp group, a monthly check-in, or a loyalty program can work.
Ask: Does this relationship help me learn more about the customer’s needs? Can I gather feedback easily?
5. Revenue Streams: How Do You Make Money?
Be specific. Instead of “subscription,” say “$9.99/month for priority delivery scheduling.”
Think: one-time, recurring, usage-based, or freemium. A single stream is easier to test.
Real-world example: A founder of a tutoring app initially thought the revenue came from student fees. But after testing, they discovered parents paid for the service—so the real customer segment was parents, not students.
6. Key Resources: What Do You Need to Deliver?
These are assets that support your operations.
| Resource Type | Examples |
|---|---|
| Physical | Trucks, tools, office space |
| Intellectual | Patents, trademarks, software |
| Human | Team members, advisors |
| Financial | Bank accounts, investor funds |
Be honest. Do you have the resources, or are you relying on partners?
7. Key Activities: What Do You Actually Do?
These are the actions that generate value.
Examples: Building software, managing delivery routes, onboarding users, running marketing campaigns.
Ask: If I removed this activity, would the value proposition still exist? If not, it’s essential.
8. Key Partnerships: Who Helps You?
Partners aren’t just suppliers. They’re collaborators who reduce risk or expand reach.
Example: A food delivery app might partner with local restaurants, delivery drivers, and payment processors.
Don’t overestimate partnerships. Start with one or two that are critical.
9. Cost Structure: What Does It All Cost?
Break down your costs into fixed and variable, and categorize them:
- Fixed: Salaries, rent, software subscriptions
- Variable: Packaging, delivery fuel, customer acquisition
Focus on cost drivers—what consumes most of your budget?
A lean startup doesn’t mean low cost. It means cost-efficient operations with clear returns.
How to Validate Your Canvas Without Spending a Fortune
Filling out the canvas is not the end. It’s the start of validation.
Use this strategy:
- Do a 10-minute interview with real users.
- Ask: “What’s your biggest problem with [current process]?”
- Listen for pain, not solutions.
- Compare their answers with your value proposition.
- If 7 out of 10 say “yes, that’s a pain,” you’re on the right track.
Don’t assume. Test. Iterate. Your canvas should change after every conversation.
Remember: a business model is not a contract. It’s a hypothesis.
Step-by-Step Business Model Canvas Tutorial Summary
Here’s a quick checklist to guide your first canvas:
- Start with a specific customer segment, not “everyone.”
- Write value propositions using real customer language.
- Use channels where your customer already is.
- Focus on one revenue stream to test first.
- Validate each block with at least 5 real conversations.
- Revise the canvas after feedback—don’t defend it.
Every successful startup I’ve studied began with a version of this process. Not a perfect one. A working one.
And yes—your first version will be messy. That’s okay. The goal isn’t polish. It’s clarity.
Frequently Asked Questions
What’s the easiest way to start filling out a Business Model Canvas?
Begin with your customer segment. Pick one person. Describe them in 3 sentences. Then ask: “What do they care about?” That leads directly to your value proposition.
Can I fill out the canvas alone, or do I need a team?
You can start alone. But get feedback from others—especially people who match your customer segment. A solo founder can still build a powerful canvas with validation.
How many value propositions should I list?
One to three. Too many dilute focus. Choose only those that align with your customer’s core needs.
Is it okay to change my canvas after I’ve started?
Yes—and you should. The canvas is not a static document. It’s a living model. Every interview, every test, every pivot should update it.
Should I use a template or draw by hand?
Use a template to stay aligned with the 9-block structure. Draw by hand for initial ideation. Switch to digital (like Visual Paradigm) for sharing and collaboration.
How do I know when my canvas is “good enough”?
When you can explain it in under 2 minutes to someone unfamiliar with your idea. If you’re still using jargon, it’s not ready. If you can’t explain it simply, your model isn’t clear yet.
Remember: the best canvas isn’t the prettiest—it’s the one that helps you learn faster.
