LEAN START CANVAS: development and application of a new integrated agile approach for Business Model

The Business Model is the set of organizational and strategic solutions through which a company acquires a competitive advantage; it describes the logic for its “value” proposition. In fact, the success or failure of any business, depends on the company's ability to create value for its customers, in the shortest time. In launching a new product or service, the first activity should be to create your own business model. In this way, it will be possible to decide with accuracy what to be done, how it should be done and for which specific stakeholders the company wants to create value. In literature, a key concept of each Business Model is the value perceived by the customer, given by the difference between benefits and costs. Therefore, Business Model is the way in which the company organizes itself to create and offer the maximum possible value for its customers. In the paper, starting from Osterwalder's Business Model Canvas and Eric Ries' Lean Startup, a new integrated "agile" approach is proposed, strongly oriented towards the value proposition for stakeholders and the economic return of business investment. Then, the proposed model was applied to the case study of a small gasification system for its commercialization and industrialization, in order to validate the proposed approach and verify its generality.