Lean Canvas

Lean Canvas is a one-page project planning tool that helps you describe your project and identify the biggest risks for start-ups and high-risk projects.


The Lean Canvas is a one-page business plan template that provides a concise overview of a startup's key assumptions, risks, and strategies. Adapted from the Business Model Canvas, it emphasizes agility, validation, and continuous learning. The Lean Canvas is valuable for entrepreneurs, innovators, and lean startups, where quickly testing and iterating on business ideas is essential. It fosters alignment, focus, and strategic thinking, guiding early-stage ventures toward success.

Suitable for

  • capturing a comprehensive perspective on a new product/service,
  • revealing the biggest risks of the project,
  • describing the project in a few sentences.
  • Time: 60 minutes or more
  • Material: prepared canvas, post-its, writing utensils
  • People: entire project team


Problem List

Identify and list the top problems that your target users are experiencing and that your product or service aims to solve.

Customer Segments

Define and list the specific customer segments that will benefit from your product or service.

Unique Value Proposition

Articulate the core value that your product or service offers to your target customer segments.

Solution List

Outline the proposed solutions for each of the identified problems and show how they address the needs of your customer segments.


Identify the most effective marketing and distribution channels for reaching your target customer segments.

Revenue Streams

Describe the different ways in which your product or service will generate revenue.

Cost Structure

List the major costs involved in developing, marketing, and maintaining your product or service.

Key Metrics

Identify the essential metrics that demonstrate the success of your product or service, as well as the overall business' performance.

Unfair Advantage

Highlight any competitive advantages that your product or service has over others in the market.



Identify the problem

Start by identifying the key problems your target customers are facing. This will help you understand the user pain points and determine if your product or service can address them effectively.


Determine target customer segments

Define your target customer segments based on demographics, behavior, and needs. These groups should have similar characteristics and face similar problems that your solution aims to solve.


Propose a unique value proposition

Your value proposition is a clear statement that explains how your product or service solves the identified problems, the benefits it delivers, and the reasons why it is better than other solutions in the market.


Outline the solution

Describe the features and functionality of your product or service that will directly address the problems and needs of your target customer segments. Focus on the most important and innovative aspects that provide a competitive advantage.


Establish revenue streams

Identify how your product or service will generate income. Common revenue streams include product sales, subscription fees, advertising, or licensing. Consider the pricing model and potential sales channels.


Define key metrics

Determine the key metrics that will help you measure the success of your product or service, stay focused on the critical aspects, and make informed decisions based on user behavior data. Examples include user growth, engagement, and churn rate.


Analyze cost structure

List down all the costs associated with building, launching, and maintaining your product or service. Include expenses such as development, marketing, staff, infrastructure, and operational costs.


Identify unfair advantage

An unfair advantage is a unique edge that sets your product or service apart from competitors and makes it difficult for others to replicate or compete with. This could be your team's expertise, proprietary technology, or access to a unique distribution channel.


Evaluate key channels

Outline the marketing and distribution channels that will help you reach your target customer segments, deliver your value proposition, and maintain a relationship with your customers. Channels can include social media, search engine optimization, content marketing, etc.


Adjust and iterate

Lean Canvas is a living document, meaning you should continually review, update, and refine it based on insights gathered from testing your assumptions, user feedback, and competitive landscape changes. Regular adjustments enable you to optimally pivot your strategy as needed.

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