Simulating the business model canvas using system dynamics

The business model canvas is a well-known tool used to understand the way in which an organization creates and delivers value. Though it is mostly recognized as a 9 block template with sticky notes, it is much more complex than what it seems. Unfortunately, the static representation of the model has contributed to the loss of its dynamics and the information that comes with it. Enterprises do not contemplate the flow network involved in their business model, and miss the opportunity to identify problems and test changes. This situation invites to enrich the canvas model and show more benefits that can be obtained with its application. This paper presents an enriched design of the business model canvas, based on system dynamics and the results obtained after simulating it.