[The investors'] most consistent question beyond the value proposition, customer problem and target customers were about the growth and adoption trends, competition and market size. The investors were sizing up the opportunity by looking at the context and starting point for the business. It became clear that to explain the full opportunity quickly, the canvas had to be augmented with the Business Model Environment.
The Environment consists of 4 types of factor:
- Market Forces
- Industry Forces
- Macro-Economic Factors
Worth reading if you're an aficionado of using The Canvas, as many are nowadays, and looking to get better at turning your business models into investor pitches.