Business Model Canvas Review

The use of this tool for starting businesses and launching new business ideas gained widespread popularity in 2010 thanks to Alexander Osterwalder, who incorporated it into the Lean Startup methodology in his book *Business Model Generation*.

This model integrates nine core business components into a simple, single-page layout, allowing you to see all the key information about your project at a glance and make the necessary adjustments as it grows, thereby fostering a shared language rooted in strategy and innovation.

I'm sure you've already used this tool when you decided to start your own business, and perhaps it's a document that you keep up to date as your company grows.

Reviewing this exercise is always useful for solidifying and defining a startup’s scalability, and it is even more advisable when we are about to embark on a process of internationalization.

Therefore, we must take the following aspects into account and review them

1. Customer Segmentation: Beyond the geographic and demographic changes in our new market, it is very interesting to consider the behavioral responses to our product or service that we might encounter in our target country (time of use, desired benefits, level of use, frequency, and attitude toward brands). It is important that this customer segmentation facilitates the calculation of TAM (Total Addressable Market), SAM (Serviceable Available Market), and SOM (Service Obtainable Market) to determine whether we are facing a potentially attractive market.
2. Value proposition: This ensures that we will have the same impact on the problems and needs of customers in the new market. Are the problems the same? Is it easier for them to solve these problems? Or, on the contrary, do they face more obstacles?   
3. Distribution and communication channels: Our value proposition will be delivered to customers through the communication, distribution, and sales channels we typically use. Does the new market demand or offer new opportunities?
4. Customer Relations: Will social distancing lead us to make changes in our relationship with our customers? Should we adapt? What impact would this have on our business?  
5. Revenue Stream: Revenue is the result of successfully delivering value propositions to customers. Should we consider new ways to monetize our product? Are new customers accustomed to different payment methods?  
6. Key Resources Let’s review the resources needed to offer and deliver the elements described above in a new foreign market. What do we need to develop within our organization? Physical resources, staffing, finances, intellectual property, and data…
7. Partner Network Some activities are outsourced and some resources are sourced from outside the company. What kind of partner do we need to help us gain access to this new international market? Let’s consider business partners, industrial partners, external developers, investors, or communications agencies.
8. Key activities. Our internationalization plan will begin to take shape at this point. Where should we focus our efforts first? What milestones do we need to achieve?
9. Cost structure. To ultimately determine what cost structure we will face in carrying out the internationalization process and whether we will be able to finance it with our own resources or will need to seek external financing.