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Sunday 05 Oct 2014

Session Outline with Registration Link

Topic              Business Model Canvas and Customer development

  • What is Business Model and Business model canvas
  • What are nine parts of Business Model Canvas?
  • What is customer development process? And how to use it.?
  • Meet and learn from accomplished Entrepreneur? Story from the trenches with tips and advice.
  • Learn about customer development process experience from bright aspiring Entrepreneurs




Date and Time            Thursday, October 9, 2013 from 6:00 to 9:00 pm (Pizza/Sandwich provided)

Venue                          Courtesy of: KPMG LLP

333 Bay St #4600, Toronto, ON M5H 2S5 (google map)


Registration                Registration is mandatory


                                    For In Person attendance – Click here to Register

For live webcast on October 9, 6:15-9 PM EST –  Click here to Register



  • Martin Croteau, Director Academic Entrepreneurship, Ontario centres of excellence.
  • Raymond Shih, President and founding partner, Qoc Health
  • Anna Kostecka, Social entrepreneur and innovator
  • Sonila Bousquet, Strategic I T professional, Ameliorator


Session Overview       Often there’s a lack of a shared and clear understanding of how a startup creates, delivers and captures value. This session will use Alexander Osterwalder’s Business Model Canvas (and text) to diagrammatically illustrate how that happens, as well as how the customer development process of Steve blank uses it?

The canvas represents a company with nine boxes depicting the details of the product, customers, channels, demand creation, revenue models, partners, resources, activities and cost structure. When teams first draft their initial hypotheses, their canvas begins to fill up. But the canvas can be more than a static snapshot of the business at a moment in time. Through customer development—and this session—it is extended and used as a scorecard for tracking the progress of the search for a business model. Customer discovery first captures the founders’ vision and turns it into a series of business model hypotheses. Then it develops a plan to test customer reactions to those hypotheses and turn them into facts. Customer validation tests whether the resulting business model is repeatable and scalable. If not, you return to customer discovery

The Business Model Canvas is, at the end of the day, a tool for brainstorming hypotheses, without a formal way of testing them. The process used to organize and implement the search for the business model is customer development. The customer development model breaks out the customer-related activities into four steps. The first two steps of the process outline the search for the business model. Steps three and four execute the business model that’s been developed, tested and proven in steps one and two.

The session will specifically cover following.

  • What is Business Model?
  • How to create, deliver and capture value?
  • What are nine parts of Business Model Canvas?
  • What is customer development process?
  • What experiments are needed to test business model hypothesis?
  • How do you determine if BM is worth pursuing
  • Meet and learn from Social Entrepreneur? Story from the trenches with tips and advice..
  • Meet and learn from early stage entrepreneurs sharing their customer discovery experience.


                                    Martin Croteau

As Director of Academic Entrepreneurship at the Ontario Centres of Excellence, Martin is responsible for OCE’s investments in campus-linked startup accelerators an on-campus entrepreneurship activity at 42 of Ontario’s universities and colleges. He is also responsible for the SmartStart Seed Fund, which makes seed investments in youth-led startups in Ontario.

Martin Croteau is passionate about entrepreneurship. Over the last 15 years, he has worked with dozens of early-stage technology startups as a founder, an investor, a consultant and an academic, providing him with a uniquely diverse perspective on the factors that lead to startup success.

Martin is currently the Director of Academic Entrepreneurship at the Ontario Centres of Excellence. Previously, Martin was the founder and Executive Director of Spark Centre, a non-profit innovation Centre that helps technology companies start and grow in east Toronto. He is also the President of Aventis Consulting Group, a boutique firm that helps propel early-stage technology startups.

Martin is a Research Associate and Doctoral Candidate with the Henley Business School at the University of Reading, UK. He holds a Master of Science in Business and Management Research, a Master of Business Administration, and a Bachelor of Commerce.

Raymond Shih


“Raymond Shih is the President and Founding Partner at QoC Health, a social enterprise that deploys mobile solutions to support shifting of healthcare to the community.

Before joining QoC Health, he was Program Manager at Grand Challenges Canada for the Financial Innovations program, which focused on impact investing. Before that, he was Strategy & Operations Manager where he managed the operations and communications teams and provided strategic and operational support.  Raymond also has professional experience in management consulting, financial modeling and analysis, stakeholder engagement, business development, performance measurement and project management.

Raymond holds a B. Comm from Queen’s University and an MBA from the University of Calgary.  He is also a Certified Professional Accountant (CPA).”


Anna Kosteka

Anna Kostecka is a social entrepreneur, project manager and educator. She has co-founded and led an innovative non-for-profit in Krakow, Poland’s second largest city. Within two years, the organization had successfully conducted a number of projects with a visible impact on the city and received international attention. She moved to Toronto in August 2013, and she currently coordinates the pilot of the Connector Program in the GTA at Toronto Region Immigrant Employment Council (TRIEC). Additionally, she teaches Diversity Management at the University of Applied Sciences at Kufstein, Austria. Her areas of expertise are program development, diversity and inclusion, adult education and immigrant integration.

Anna is passionate about social entrepreneurship. Her venture Spritely, an “Uber for seniors”, was a runner-up at Toronto Startup Weekend, Technology for Good (#Tech4good). She completed the TiE Lean Launchpad Program – 10 weeks experiential program for startups, where she learned how to use the Customer Development process.

Anna holds an M.A. degree in Psychology from Jagiellonian University in Krakow, Poland. She has recently completed a Social Entrepreneurship Fellowship at the School for Social Entrepreneurs – Ontario.



Sonila Bousquet

Sonila Bousquet is an IT Professional and Ameliorator with over 25 years in business and IT. She is the founder of Oapem Consulting Inc., a boutique consulting firm providing innovative services in business strategy, analysis and execution. Her area of expertise is finding unique and creative ways of helping organizations meet there goals, expand and change their business with technology and strategy development.
Sonila co-founded “Spritely” hailed as the “Uber for seniors” and runner-up Toronto Start-up Weekend’s “Tech for Good”. Sonila completed the TiE Lean Launchpad Program.
Sonila sits on the Board of George Herman House a Not for Profit helping women navigate their way back to mental health and is also the Managing Director of Haven, a classical musical ensemble.


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