When you hear the words Business Model Canvas, do you picture a stiff, corporate tool (or fool...) meant for big businesses and MBAs? If so, I did too, but the Business Model Canvas (BMC) is actually a creative, dynamic, and incredibly useful tool for makers, indie business owners, and anyone looking to build a sustainable business with clarity and confidence. You can trust me; I don't wear suits. 

What is the Business Model Canvas? (A Simple Guide for Small Business Owners)

The Business Model Canvas is a visual framework that helps you map out the key elements of your business on a single page. It was created by Alexander Osterwalder (do we care? No, but let's give the guy some credit because we treat others like we want to be treated ourselves). It has been widely used across industries because it simplifies complex business ideas into an easy-to-understand format. It covers nine essential building blocks:

1. Customer Segments – Who do you serve? (who buys from you - what does your typical customer type look like?)
2. Value Proposition – What makes your offering unique? (How are you different from all the others that are selling the same-ish hand-dyed yarn?)
3. Channels – How do you reach your customers? (Just InstaGram or anything else? Newsletter, website, in person at events)
4. Customer Relationships – How do you interact with and nurture your audience? (On the scale of 'new best friend' to 'get the hell out of my shop' what does your relationship with them look like?)
5. Revenue Streams – How does your business make money? (products, services, festivals, online sales, brick & mortar, craft lessons, selling your soul to the devil, that kinda thing)
6. Key Resources – What do you need to make your business work? (shop, computer, dye, yarn, software, hardware, divine intervention, fairy godmother, a rich partner... name them all)
7. Key Activities – What are the most important things you do? (yarn dyeing, pattern designing, marketing, branding, selling, admin, cleaning the toilet, feeding the stray cats on the block)
8. Key Partnerships – Who helps you deliver value? (fans and ambassadors, bookkeeper, other business owners and designers in collabs)
9. Cost Structure – What are your key expenses? (aka where does the money go? rent, hardware and software, (undyed) yarn, tools, fabrics, very necessary new stationary because you need to write with a new pen every week)

1 , 2, 3, 4 are all about DESIRABILITY - Do they want it?

5, 9 are about VIABILITY - Can it make money?

6, 7, 8 are about FEASABILITY - Can we build it?

Why Creatives & Makers Should Use the Business Model Canvas

Many indie business owners hesitate when it comes to business tools, feeling that they might be too rigid, complicated, or simply not made for them. But the Business Model Canvas is different—it’s flexible, intuitive, and actually encourages creative thinking. We do love to dabble in a bit of creative thinking, don't we. Well, here’s why it’s perfect for makers and small business owners:

1. It’s a Visual, Hands-on Approach to Business Strategy

You can use sticky notes, sketch ideas, or even turn it into a collage. Think of it as a vision board for your business rather than a dry document. This approach helps you see the big picture while playing with possibilities. Let's GOOOOO!!!

2. It Encourages Experimentation and Business Growth

Business isn’t static—it evolves. The BMC allows you to shift things around and test different approaches without feeling locked into a rigid plan. If an idea isn’t working, you can easily adapt and explore new possibilities. So you can relax, and breathe. So does your business. 

3. It Helps You Focus on What Matters Most

Instead of getting lost in day-to-day tasks or overwhelmed by endless possibilities, the BMC helps you zoom in on the elements that truly drive your business. This is especially valuable for neurodivergent business owners who need a clear but flexible structure. Ask me how I know.... 

4. It’s a Creative Playground for Business Owners

Business strategy can feel intimidating, but when approached as a creative exercise, it becomes fun. You get to explore, iterate, and design a business that truly aligns with your values and vision—without getting caught up in perfectionism.

How to Get Started with the Business Model Canvas

1. Print out the Business Model Canvas template (or draw your own on a big sheet of paper!)
2. Use sticky notes to jot down ideas for each section—this keeps things fluid and easy to adjust.
3. Start with what you know—don’t worry about filling in every box perfectly.
4. Iterate over time—come back to it, refine, and adjust as your business evolves.
5. Make it your own—color code, sketch, or create a version that excites you! You can do this together with your team or a friend or your cat if you need a body double to get it done. 

Ready to Play with Your Business Strategy?

If you’ve been avoiding strategy because it feels intimidating, consider this your invitation to approach it with curiosity and playfulness. The Business Model Canvas isn’t about being a ‘serious business person’—it’s about designing a business that works for you, your creativity, and the life you want to build. 

Have you used the Business Model Canvas before? Share your thoughts in the comments or join the conversation inside the Ja, Wol Community!

Take It Further with the Ja, Wol Community and Business Circle Program

Want to dive even deeper and apply the Business Model Canvas to your business with the support of like-minded creatives? By joining the Ja, Wol Community Membership, you’ll gain access to discussions where other business owners share how they use the BMC to refine their strategies. Plus, if you're looking for more structured guidance, the Ja, Wol Business Circle Program offers a step-by-step approach to building a sustainable and inspiring business. Sign up today and start shaping your business with creativity and confidence!

The community and myself are there to support and delight. Yes, we do a fair bit of delighting. We are all about delighting others. It's really quite delightful. 

xs

FREE DOWNLOAD

Get your own Business Model Canvas to play with (with extra explanation) HERE There's an English and a Dutch version.