Business Model Innovation Masterclass
Learn the business model innovation method by doing it. Hands-on, in two days.
You come on your own or with a small team, and you learn the tools by using them, not by hearing about them: two days of working on one design challenge, from blank canvas to pitched business model. You work alongside at most seven other practitioners, so there is room for your questions. Afterwards we apply the method to your own business model, in a personal 1:1 review.
Early-bird: €1.475 (until 21 September 2026)
Taught in Dutch. Workshop materials and books are in English.
A two-day design challenge. Not a slideshow about business models.
Most Business Model Canvas trainings stay in theory. You hear about the nine building blocks, see a few examples, and go home with a worksheet you never fill in again. This masterclass turns that around: you spend two days on one shared business case, from mapping it to redesigning and pitching it.
Everyone works the same case. So no prior knowledge is needed, and nobody has to put their own strategy on the table in a room of strangers. Each step introduces one tool, and each tool builds on what the previous one exposed.
Your own situation comes after the masterclass: you work out your own business case, and in a personal 1:1 review we do the assessment together. That is where the masterclass moves from insight to result.
The 5 tools you learn to use
Five tools that work as one system: each step in the masterclass introduces one tool, and each tool builds on what the previous one exposed.
- 01
Business Model Canvas
Map a business model. All nine building blocks, filled in systematically. Not as a fill-in exercise, but as a working instrument you redesign a day later.
- 02
Value Proposition Canvas
Zoom in on the value proposition. You map customer jobs, pains and gains, and learn to find the mismatches between customer and offer that make a value proposition weak.
- 03
Business model environment
No business model exists in a vacuum. You analyze market trends, competition and industry forces, and confront the model with reality instead of assumptions.
- 04
Business model patterns
Why reinvent the wheel? You learn to recognize and apply proven innovation patterns, from freemium to platform, and use them to make the model stronger.
- 05
Business model portfolio
From one model to a portfolio. You learn the business model lifecycle (design, test, manage) and how to balance what works today (exploit) with what is new (explore).
What you will do in two days
Two full days, 09:30 to 16:30. Every block introduces one tool and applies it to the case straight away.
Day 1: Understand and Assess
| Time | Topic |
|---|---|
| 09:30 | Intro and case briefing: introductions, the design challenge explained |
| 10:00 | Business Model Canvas: fill in the 9 building blocks and understand how they relate |
| 11:15 | Break |
| 11:30 | Competing on business model level: where the model stands out and where it is vulnerable |
| 12:15 | Lunch |
| 13:15 | Value Proposition Canvas: customer profile (customer jobs, pains, gains), value map, fit analysis |
| 14:30 | Break |
| 14:45 | Business model assessment: strengths and weaknesses assessed systematically, improvements formulated |
| 15:45 | Wrap-up day 1: what did we find, what has to change? |
Day 2: Redesign and Pitch
| Time | Topic |
|---|---|
| 09:30 | Recap day 1: insights and the brief for today |
| 10:00 | Business model patterns and shifts: recognize and apply innovation patterns to strengthen the model |
| 11:15 | Break |
| 11:30 | Ideation and prototype: generate and work out new versions of the business model |
| 12:30 | Lunch |
| 13:30 | Pitch and feedback: present and defend the redesigned model |
| 14:30 | Break |
| 14:45 | Business model lifecycle and portfolio: design, test, manage. From one model to several. Explore versus exploit |
| 15:30 | Wrap-up: toolkit summary, your own business case assignment, introduction of the 1:1 review |
Join on your own, or bring a team.
You can join individually. Your ticket covers the two full masterclass days (09:30 to 16:30), workshop materials with all canvases and exercises, lunch and coffee on both days, and signed copies of the Strategyzer books Business Model Generation and Value Proposition Design. As a bonus you get a personal 1:1 online business model review of one hour, within six weeks after the masterclass.
You can also join as a team of four. Everyone gets everything above, and as a team bonus you get a half-day team workshop (3 hours) at 't Patronaat in Helmond as follow-up, on your own business model.
You learn the method on the case. You get the result on your own model.
The masterclass gives you insight and practice on a shared case. The real return comes when you apply it to your own business model. So at the end of day 2 you get an assignment: work out your own business case in a Business Model Canvas and a Value Proposition Canvas.
In the 1:1 review we do the assessment together: what is good, what can be better, and which moves have the most impact on your situation. No generic advice, but points you can apply directly.
Choose your ticket
- 2 full days of learning
- Workshop materials, Strategyzer books, lunch and coffee
- Bonus: 1:1 business model review
- 2 full days of learning
- Workshop materials, Strategyzer books, lunch and coffee
- Bonus: 1:1 business model review
- Everything above, for four people
- Bonus: half-day team workshop in Helmond
Three participants, in their own words
“I thought it would be too strategic for my work. Wrong. I learned a new language, and the strategic part turned out to be the most relevant. Even for a research institute.”
“I tried it on my own first, but soon noticed: this works better together. With the canvas on the table you have discussions you never get in a regular meeting.”
“I already knew the Value Proposition Canvas, but always saw it on its own. Now I understand how it fits: it is an element within the Business Model Canvas. That insight alone was worth the investment.”
Trained at the source: the only official Strategyzer coach in the Netherlands.
I am an official Strategyzer coach, one of 19 worldwide, trained as a facilitator by Alex Osterwalder and Yves Pigneur themselves, and doing client work on behalf of Strategyzer since 2017. This masterclass is built on the Strategyzer books and on my own experience teaching this methodology to teams: more than 10 years of working with the Business Model Canvas and the Value Proposition Canvas. The books are included; every participant gets them.
You are not learning an interpretation. You are learning the methodology from the source. More about my background
't Patronaat, Helmond
't Patronaat is a restored national monument in Helmond: once a parish hall, a school and a community centre, now home to creative entrepreneurs. One large room, high ceilings and enough wall to put four canvases up side by side. That matters more than it sounds: the tools work on walls, not on tables.
Reachable by car (free parking two minutes away) and by public transport (ten minutes on foot from Helmond station, direct trains from Eindhoven and Venlo). Coffee, lunch and afternoon breaks are included both days.
Frequently asked questions
Do I need experience with the Business Model Canvas?
No. The masterclass works for beginners and for professionals who know the canvas but miss the depth. The small group (max 8 participants) makes it possible to work at your level.
Do I work on my own business case?
During the two days you work on a shared case. That is deliberate: everyone learns the tools at the same level, without getting stuck on the complexity of their own situation. Your own business model comes next: at the end of day 2 you get the assignment to work out your own case, and in the 1:1 review we do the assessment together. Want to work on your own business model with your own team right away? That is an in-company workshop.
What makes this different from a regular BMC workshop?
Four things. You learn not one tool but five tools that work as one system. You go through a complete design challenge instead of theory. Afterwards you get a personal 1:1 review in which we assess your own BMC and VPC together. And you learn the method from an official Strategyzer coach, not from an interpretation.
How big is the group?
Eight participants maximum. That means personal guidance and room for your specific questions.
What if I want to join with a team?
There is a team ticket for 4 people. As a bonus the team gets a half-day workshop at 't Patronaat in Helmond as follow-up: you bring your own business model, and together we do the assessment and the first redesign iteration.
Can my employer pay for this masterclass?
Often, yes. Many companies have a training or innovation budget this masterclass fits in. On request I send a sample justification you can use internally: ask for it via the form below.
What if I unexpectedly cannot attend?
Up to 30 days before the masterclass (14 September 2026) you can cancel free of charge. After that, a colleague can take your place.
Is the masterclass in Dutch or English?
Dutch. The workshop materials and books are in English.
Is there a follow-up after this masterclass?
Yes. This masterclass covers the design phase of the Business Model Lifecycle. The next step is testing: how do you validate the assumptions in your business model? That is the Testing Business Ideas Masterclass on 11 and 12 November 2026.
Will there be a next edition?
Yes, new editions open a few times a year. If this edition is full or the dates do not work, ask your question below and I will let you know when the next date opens.
Have a different question?
Fill in your details and ask your question. I read and answer every message myself, and I will get back to you as soon as possible.
Not sure this is the right fit?
That is a fair question before committing two full days. If you want to talk it through first, request a free Strategy Call: I read every request myself and reply with whether I think this masterclass is the right move for you.