Start Date
6-10-2025 9:00 AM
End Date
8-10-2025 7:00 PM
Description
This project examines the application of the Double Diamond design process within the Business Model Canvas (BMC) framework to enhance strategy development in early-stage startups. The BMC, originally developed by Alexander Osterwalder (Osterwalder, 2010), can be daunting for startups, often resulting in fragmented focus and missed potential in critical elements. By proposing an "elemental-focused" approach, this study explores how aligning each of the nine elements of the BMC (Osterwalder, 2010) with the Double Diamond model (The Double Diamond, 2003) can improve clarity and strategic direction. This method emphasizes a structured, iterative process for each BMC component, facilitating informed decision-making. Such focused iterations reduce initial confusion, enhance resource utilization, and enable startups to develop strategic, stakeholder-centred business models while aligning logistics. This practice exploration of the framework prototype revealed that this hybrid approach, when presented through a text-based generative AI mode, demystifies the BMC and offers the foundations for a designed service for strategic design management in startups. It offers a replicable service design framework that supports early-stage startups in co-creating their business strategies through structured guidance, behavioral triggers, and iterative service journey flows.
Citation
Mallubhotla, S.S.,and Das, A.(2025) Startup strategy creation service through the business model canvas and double-diamond process.. https://dl.designresearchsociety.org/servdes/servdes2025/researchpapers/47
Startup strategy creation service through the business model canvas and double-diamond process
This project examines the application of the Double Diamond design process within the Business Model Canvas (BMC) framework to enhance strategy development in early-stage startups. The BMC, originally developed by Alexander Osterwalder (Osterwalder, 2010), can be daunting for startups, often resulting in fragmented focus and missed potential in critical elements. By proposing an "elemental-focused" approach, this study explores how aligning each of the nine elements of the BMC (Osterwalder, 2010) with the Double Diamond model (The Double Diamond, 2003) can improve clarity and strategic direction. This method emphasizes a structured, iterative process for each BMC component, facilitating informed decision-making. Such focused iterations reduce initial confusion, enhance resource utilization, and enable startups to develop strategic, stakeholder-centred business models while aligning logistics. This practice exploration of the framework prototype revealed that this hybrid approach, when presented through a text-based generative AI mode, demystifies the BMC and offers the foundations for a designed service for strategic design management in startups. It offers a replicable service design framework that supports early-stage startups in co-creating their business strategies through structured guidance, behavioral triggers, and iterative service journey flows.