The Business Model Canvas and Value Proposition Canvas methods were developed by Alexander Osterwalder and Yves Pigneur.
The presentation of the business model using nine building blocks on a poster is the basis for an evaluation of the current or a proposed business model by an interdisciplinary team. This enables the creation of prototypes for business models. You can quickly visualize different variants of a business model and test whether they can weather the storm of market conditions. It also supports the design of disruptive business model approaches.
The Value Proposition Canvas represents a "zoom" into the business model. This allows a thorough review as to whether value proposition and the customer's problem match. Many times, the result is that you do not have sufficient knowledge of your customer segment and its needs. Design Thinking and Lean Startup methods can be applied to review your assumptions about your customer segment, and you will get to know your customer better.
The approach that no business plan survives first contact with customers was introduced by Steve Blank. In his many years of experience as an entrepreneur, he started to develop the concept of obtaining detailed customer feedback at a very early stage in order to carefully validate his business model assumptions before making larger investments. Eric Ries called this concept "Lean Startup" and developed it further. Ash Maurya defined the concept in more detail. The Lean Startup Principle is based on continuously challenging the business model assumptions such as customer segment, unmet needs of the customer, acceptance of value proposition by the customer, acceptance of the distributions channels, etc. The method facilitates, on a systematic basis, to test any business-critical assumptions, to record results, to gain Lessons Learned, and to confirm or modify assumptions after each test. This cycle is called "Build – Measure – Learn."
Design Thinking has its roots in the design area and was introduced by the founders of the design and innovation agency IDEO. The research work done in relation to this concept and its implementation are sponsored by SAP founder Hasso Plattner. Since 2005, Design Thinking has been a subject at the D-School at Hasso Plattner Institute of the University of Potsdam, Germany. The method supports the bundling of creativity of interdisciplinary teams and also the generation of solutions to cross-functional issues. The user is the focus in each stage of the process. The acceptance of the ideas is tested at user level, similarly to the Lean Startup method. The strong involvement of the user facilitates the decision-making process to determine which idea should be pursued as the solution approach.