Daniel Schallmo defines business model as the company’s performance, this is, “the basic, underlying logic of a company which describes what benefits are provided to customers and partners” (Schallmo y Williams, 2018). According to this perspective, a business model is related with the way in which the organization displays itself in order to bring those benefits and the way that the same benefits come back to the company as incomes (Id.). For that reason, a business model is what establishes the added value and what gives to that organization a competitive advantage against other companies. A business model in general has these basic elements: customers, service, added value, partners and finances (Schallmo y Williams, 2018).
One of the main methodologies used for designing a business model is the one known as Canvas. This is a matrix in which all the components of the business are plotted and defined and where the relations between them are easily seen. In addition, to make a Canvas also allows us to evaluate the appropriateness of that model and the weaknesses that can be avoided by changing parts of the scheme. Currently, every company needs to include some technological elements within its business model, because speediness in market demands it (Osterwalder y Pigneur, 2010).