Concept Canvas

The concept canvas provides an overview of the various aspects. It helps to design a more complete picture of the concept you are working on.

How to use it

Time Needed

45 minutes




Post-its, sharpies,
pencils, paper


Individual or Group

How to use

A concept is more than a list of features. There are 4 key aspects that you should explore to ensure you have the full picture of your solution. What's the concept like? How does it create value? What features does it have? What are potential revenue streams?

Step 1: Concept Description

First you must start by describing your concept. Try to stick to the essence at this point: formulate it as 1 single promise to your customer.

Sketch the solution as well. It doesn’t have to be a work of art, just draw the main concept you want to develop.

Step 2: Value Description

Then you must think in terms of value to the customer. Which arguments can you use to convince your persona? List all the ways your solution creates value. How does it eliminate frustrations? What’s in it for your customer if he goes for your product or service?

Step 3: Feature Description

Thirdly you should think in terms of features. What will John Doe do with your app/service/toaster? Which features are necessary to deliver the value you described in step 2?

Step 4: Revenue Description

The final step is to think in terms of revenue for your company. How can you make money with your solution? How will it create value for your business?

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