Using the Business Model Canvas for Markets with Many Customers
The business model canvas is useful also in multi sided markets, that is one where there are more than a single customer. Such as real estate or travel.
In this case you build your model for each "side" and if needed also employ the value proposition canvas to analyse market-product fit.
I find it useful to have clients look at the changes that might accrue in time on their canvas, i.e., a type of what-if analysis. This helps them with a view on risks also. Ultimately they should be able to articulate where they should focus their strategic investments to build their business model to meet anticipated emerging trends.
Do others have experience in this space and how the client copes with thinking along these lines in a workshop scenario? Please drop me a reaction.