The most well-known and widely used framework is the Business Model Canvas (Osterwalder & Pigneur, 2010). The Business Model Canvas is presented as a shared language for describing, visualizing, assessing and changing business models. It is focussed on design and innovation, in particular by using visual thinking which stimulates a holistic approach and storytelling. The Canvas is a follow up of the Business Model Ontology (Osterwalder, 2004). In this ontology the elements are grouped into four pillars: customer interface (segments, relationships and channels), product (value proposition), infrastructure management (activities, resources, and partners) and financial aspects (revenues and costs). Osterwalder (2004) shows how the ontology synthesize most of the other business model frameworks and elements at that time (e.g., Afuah & Tucci, 2001; Hamel, 2000; Magretta, 2002).