The document introduces the PhD Model Canvas, inspired by the Business Model Canvas, to provide a comprehensive overview of a PhD thesis on a single page. It outlines key components such as vision, problems, goals, motivation, knowledge gaps, research questions, commercial exploitation, risks, research methodology, and the associated research area. This framework aims to simplify the PhD process by helping students define their objectives and navigate challenges more effectively.

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PHD MODEL CANVAS
PhD Overview on one Slide
Sebastian Opriel and Yevgen Pikus, Fraunhofer ISST, Dortmund, August 16th, 2017

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Motivation
 The beginning of a PhD process is cumbersome.
 Usually objectives, research methods, expected
outcomes etc. are changing in early stages.
 Therefore, it is of paramount importance to find the
promising direction and to answer the right questions.
 Inspired by the Business Model Canvas we have
developed the PhD Model Canvas
 PhD Model Canvas is a Big Picture of a PhD thesis on a
single page
Business Model Canvas: Osterwalder, Alexander and Pigneur, Yves “Business model generation: a handbook for visionaries,
game changers, and challengers.“ John Wiley & Sons, 2010.

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Vision
Motivation Problems Research Questions
Existing Knowledge Goals Commercial Exploitation
Required Knowledge Risks
Copyright: Yevgen Pikus and Sebastian Opriel, Fraunhofer Institute for Software and Systems Engineering
Research MethodologyResearch Area
PhD Model Canvas

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Explanation of Fields
 Vision: A statement which is superior of the PhD thesis’s goal with
emphasised positive impact on the world. Therefore, a vision should in
practice not be reachable by a single PhD thesis.
 Problems: Existing obstacles, which must be overcome to get a step
further to the vision, should be described.
 Goals: Due to the problems, concrete goals must be identified which
should be reached by the PhD thesis.

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Explanation of Fields
 Motivation: A motivation explains the social and economic needs of the PhD thesis.
 Existing Knowledge: To start with a PhD thesis, a student should have some
experience in the field of research.
 Required Knowledge: These existing knowledge of a student is often not sufficient to
do research from scratch. Therefore, further knowledge must be acquired.
 Research Questions: The identified problems can be scientifically solved by answering
research questions.
 Commercial Exploitation: Reaching the goals and answering the research questions
lead to commercial exploitation opportunities.
 Risks: A crucial aspect to observe are risks. They could result in problems during the
PhD process, which may enlarge the PhD process or require a refocusing of the research
topic.

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Explanation of Fields
 Research Methodology: Connected to the PhD process, a research
methodology like Design Science Research is needed.
 Research Area: Outcomes of the PhD process, should benefit a specific
research area.
Design Science Research: Alan, R. Hevner, et al. “Design science in information systems research.“ MIS quarterly 28.1 (2004): 75-105.

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Contact
Fraunhofer Institute for Software and Systems Engineering ISST, Emil-Figge-Str. 91, 44227 Dortmund, Germany
yevgen.pikus@isst.fraunhofer.de
https://xing.com/profile/Yevgen_Pikus
https://linkedin.com/in/yevgen-p-1a219713a
https://slideshare.net/YevgenPikus
Yevgen Pikus
Fraunhofer Institute for Software
and Systems Engineering ISST
Digitization in Logistics
Researcher
sebastian.opriel@isst.fraunhofer.de
https://xing.com/profile/Sebastian_Opriel
https://linkedin.com/in/sebastianOpriel
https://slideshare.net/SebastianOpriel
Sebastian Opriel
Fraunhofer Institute for Software
and Systems Engineering ISST
Digitization in Logistics
Researcher