The partnership canvas creates empathy between two prospective partners on the strategic importance of the partnership to each. The canvas can be used as a stand-alone tool to quickly identify a partnering opportunity. But for full strategizing value, it’s better to use it in conjunction with the business model canvas. The partnership canvas has been tested in various workshop settings with students and entrepreneurs. It has demonstrably contributed to better partnership discussions. Parties become clear about each other’s strategic objectives. Also, they learn from each other about the various opportunities there are to partner. It’s not a matter of making one grand master plan for an offer the partner can’t refuse, but more of finding out together what the opportunities are.

1. VALUE OFFERDESIRED ASSETS
CREATED VALUE
TRANSFER ACTIVITY
PARTNERSHIP
CANVAS
PARTNERSHIP INTENT
PARTNER WE
ThePartnershipCanvasislicensedundertheCreativeCommonsAttribution-ShareAlike3.0Un-portedLicense
Bart Doorneweert - valuechaingeneration.com
The Partnership Canvas is best used in joint application with the
Business Model Canvas (www.businessmodelgeneration.com)
KEY
PARTNERS
COST
STRUCTURE
KEY
ACTIVITIES
VALUE
PROPOSITION
CUSTOMER
RELATIONSHIP
CHANNELS
CUSTOMER
SEGMENTS
REVENUE
STREAMS
KEY
RESOURCES
KEY
PARTNERS
COST
STRUCTURE
KEY
ACTIVITIES
VALUE
PROPOSITION
CUSTOMER
RELATIONSHIP
CHANNELS
CUSTOMER
SEGMENTS
REVENUE
STREAMS
KEY
RESOURCES
How will we collaborate to
connect and transfer value
with our partner?
What will be the result of the
value transfer between partners?
Think of:
Joint product/service, new resource, exclusive arrangements,
channel collaboration, ways for customer acquisition/retention/growth
e.g. the type of assets: land, buildings, plant and machinery,
fixtures and fitting, technology, infrastructure.
Or intangible assets: goodwill, patents, copyrights, knowledge,
reputation, scale, networks, channels, customers
e.g. collaborating teams, training,
matching technology protocols,
referral management
systems, content
creation
How does our offer complement or enhance the assets
we desire from our partner?
E.g. through: performance improvement, customization, design,
brand value, pricing, cost reduction, risk mitigation
What asset do we seek to leverage
from a partner?
What leverage do we offer
our partner?
(Whatdoesourpartnervalueinus?)(Whatisourpartnerwillingtoofferus?)
VALU
E OFFER
DESIRED ASSETS
CREATED VALU
E
TRANSFER ACTIVITY
VALU
EOFFER
DESIREDASSETS
CREATEDVALU
E
TRANSFERACTIVITY