Mission Model Canvas
The Mission Model Canvas (MMC) is a tool designed to help mission-driven organisations plan and execute their strategies. It adapts the traditional Business Model Canvas to focus on social impact and nonprofit activities.
The MMC has nine key sections dedicated to various aspects of a business model. These sections are:
1. Beneficiaries: Groups or individuals who benefit from the mission
2. Value Propositions: Unique benefits and services provided to beneficiaries
3. Deployment: How the organisation delivers services or products to beneficiaries
4. Buy-in and Support: How the organisation builds and maintains relationships with beneficiaries
5. Key Activities: Important tasks and processes to run the mission
6. Key Resources: Important resources needed to create and deliver the mission, like people, equipment, or technology
7. Key Partners: External parties that help in achieving the mission
8. Mission Budget/ Cost: Sources of income that fund the organisation’s activities and costs involved in operating the organisation.
9. Mission Achievement Indicators: Metrics used to measure the success of the mission
The results
- An understanding of how elements of the organisation interact and contribute to the mission
- Improved alignment among stakeholders
- Clarity of where to allocate resources to support the mission
When to use it
Mission-Driven Businesses: When defining and integrating social missions into business models
Government Agency Initiatives: When developing or refining public service initiatives
Community Projects and Nonprofit Organisations: When developing or refining community-focused organisations and initiatives.
Strengths
Visual clarity
Ease of use
Holistic view
Weaknesses
May oversimplify complex missions
Doesn’t have a strong focus on benefits
Doesn’t prompt system change thinking
How to use it?
What do I need to start?
- A clear mission statement
- Insights from those who will benefit from or contribute to the mission
- Insights on the environment, and beneficiaries needs. Consider using PESTEL
How to use it?
Who to involve?
The Mission Model Canvas can be done alone or with a team. Consider involving:
- People who have influence over the missions vision and goals
- People who understand the needs of those benefiting from the mission
Step by step
1
Set the scope and objectives
Define the scope and objectives of completing the MMC. Ask questions like:
- What is the primary goal of this exercise?
- What specific outcomes are we aiming to achieve?
- How will this canvas help us?
2
Complete each section on the canvas
Identify Beneficiaries
List beneficiaries who should be impacted by the mission.
Consider partners, customers, community members, and other relevant groups. Ask questions like:
- Who benefits from this mission?
- What are the specific needs and interests of each stakeholder group?
- Who are the most important beneficiaries?
Describe the Value Proposition
Clarify the offer or service being provided.
Focus on why it is important to stakeholders and how it meets their needs. Ask questions like:
- What problem is being solved?
- What are the unique benefits or features of the offer?
- How does it stand out from alternatives?
Consider using a Value Proposition Canvas.
Define the Mission Achievement/ Impact Factors
Define the core purpose of the initiative or business. Ask questions like:
- What impact is the initiative aiming to make?
- What are the long-term goals of the mission?
- How does this mission align with the organisation’s values and vision?
Ensure these goals are measurable. Using SMART goals can be helpful.
Define Deployment
List the methods and platforms used to reach and communicate with beneficiaries.
Consider both direct and indirect channels. Ask questions like:
- How will value be delivered?
- Which channels are most effective for the beneficiaries?
- How can deployment be optimised?
Define Buy-in and Support
Describe how relationships with beneficiaries will be built and maintained.
Consider elements like marketing efforts and feedback systems.
Ask questions like:
- What type of relationship do stakeholders expect?
- How can interactions be personalised?
- What systems will be used to manage relationships and gather feedback?
Define Key Activities
Outline the key tasks and actions required to achieve the mission.
Focus on activities crucial to driving success. Ask questions like:
- What actions are necessary for success?
- What are the critical processes or workflows?
- How will these activities be carried out efficiently?
List Key Resources
Identify the essential resources required for the project.
Consider people, technology, and other critical resources. Ask questions like:
- What resources are indispensable?
- What resources are currently available?
- What additional resources are needed?
- How will resources be acquired or managed?
Identify Key Partners
Consider strategic alliances and collaborations that can support the mission.
Think about suppliers, networks, collaborators, and other partners. Ask questions like:
- Who can assist in achieving the mission?
- What expertise or resources can partners provide?
- How will partnerships be built and maintained?
Detail Mission Budget/ Cost
List means for how the project will generate funds to support its activities.
Consider various sources such as grants, sales, donations, or funding. Ask questions like:
- How will the mission be supported financially?
- What are the potential revenue sources?
- How will funding requests be approached?
List major expenses associated with the project.
Consider costs like labour, materials, marketing, and operations.
- Ask questions like:
- What are the major costs?
- What are the fixed and variable costs?
- How will expenses be managed and controlled?
3
Test assumptions
Validate sections with real-world data and feedback where possible.
Identify any gaps or inconsistencies and address them.
Ask questions like:
-
- How can we validate our assumptions with real data?
- What feedback mechanisms can we use to test our ideas?
- Are there any assumptions that need further investigation?
4
Refine and iterate
Adjust the canvas based on findings.
Ask questions like:
-
- What changes do we need to make based on our findings?
- How often should we review and update the canvas?
- What new insights have emerged that might impact our mission model?