Using the Canvas tool to define the business model

Globalisation and technological advances have changed the way people and companies relate to each other. In the business environment, dynamism, information complexity and fierce competition force organisations to adapt quickly to the market. New entrepreneurs and managers are looking to develop a business model to survive, make a profit and generate income in the face of technological complexity and dynamism. The Canvas tool, developed by scholar Alexander Osterwalder (2004) and later improved by Osterwalder and Pigneur (2010), is one of the ways to build and rebuild an organisation's business model in order to achieve the best organisational performance in a competitive market. This study seeks to characterise, according to bibliographical research on the subject, how the Business Model Canvas works in the process of creating and perfecting a Business Model for organisations competing in today's market. To this end, a case study was used in a company that provides lift maintenance services in Fortaleza, CE.