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Hi Susan,

I first became acquainted with it in grad school for nonprofit marketing, but adapted it for museum programming and it's been working really well as a foundation for creating a larger interpretive plan.

You can buy the book "The Business Model Canvas" by Alex or read the essential features for free on line. The book is really good and the fullest description of how to get the most out of it, but you can use the links below for making it work well for program design.

It's basically a chart that you fill out to organize and investigate different pieces of programming/marketing, but reading the material that goes with it is really useful to being able to use the tool fully. An online explanation of how to use it is included in this preview of another book (the Canvas is spelled out as the whole preview) here, starting on page 12:

http://www.businessmodelgeneration.com/downloads/businessmodelgeneration_preview.pdf

You can download the chart here:

http://www.businessmodelgeneration.com/downloads/business_model_canvas_poster.pdf.

Or, you can fill it out online here:

https://bmfiddle.com/f/#/

I also found this adaptation of the Canvas to help visualize ways to vary the chart:

http://practicetrumpstheory.com/why-lean-canvas/

I even used it to write a lobbying program for a state museum, but mostly for adult and children's museum programs. Let me know what you think or if you have any questions about how I use it.

Lissa Kramer

On Fri, Jan 9, 2015 at 10:15 AM, Susan Deeks <[log in to unmask]> wrote:

Hi, Lissa -

I have not heard of "The Canvas." How might one access it?

Thanks!
Susan Deeks, Executive Director
Historical Society of Rockland County/
Jacob Blauvelt Farmhouse
20 Zukor Road
New City, NY 10925

On Fri, Jan 9, 2015 at 11:19 AM, Lissa Kramer <[log in to unmask]> wrote:
We've sold out all of our history hikes for the last year, with good audience diversity.

We also usually spend about $20 in social media marketing per event and submit "interest articles" to our local paper highlighting something related to spur additional interest in the hike.

I've found that doing a marketing analysis and then building programs targeted at specific audience segments is more successful than treating all adults as the same audience. "The Canvas" is a great tool for figuring this out and has really clear literaure for using it. It's easily accessible online.

Lissa

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-L.