Methodology for the Integration of Business Model Canvas and Technological Road Map

The importance of linking efficiently the outputs of R&D processes with the business world has become evident. Researchers and practitioners have developed tools to help build business from a starting-point (business-idea) to the description of elements that make the business possible. The Business Model Canvas (BMC) identifies the essential parts of a business; it's applicability and simplicity has given it greater acceptance and dissemination. Furthermore, the Technology Roadmap (TRM) is presented as a valuable tool to visualize the relationships over time among market, technology and product strategies; TRM allows decision makers to identify gaps between the current and the future business strategy. BMC and TRMs have been used independently of each other; BMC allows the modeling of value proposition and TRM allows the planning of the future strategy, but if used together, their synergy helps to construct the value generation and value delivery through time. This paper presents a methodology and an application of the integration of these tools - BMC and TRM-to provide a combined business model and technology roadmap for a business-idea or a new product concept, doing it in a single structured process.