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Introduction to Value Proposition and Business Model Canvas – Session 1

November 22 @ 1:00 pm - 4:00 pm


This session is for Innovation Factory clients only.

Please contact your Client Services Manager or  for the registration link.

About this event

Note: You will receive a full refund of $20 (for both sessions) once you participate in the 2nd session. The charge for the sessions is only a deposit.


Understanding the core problem you endeavor to solve through your business is the starting point for this workshop. Through the teachings of Eric Reis, Alexander Osterwalder and Steve Blank, Riley takes you through customer discovery, problem/solution validation techniques, and methods for avoiding bias. Riley introduces you to the business model canvas, rapid prototyping and the concept of lean product development. By the end of these workshops, you will have created a great problem statement, value proposition statement, and business model canvas. You will have all the tools you need to propel your business towards product/market fit.

Session 1 Goal: Prepare you to validate the problem/value proposition with your target market.

A great Value Proposition starts with a deep understanding of your customers’ pains. In this first workshop, we examine the problem you are solving with your product or service. What assumptions have you made and how do you test them? Discover tools and frameworks to help you interview customers and analyze results.


  • Introduction: Startup Genome Project – how does your startup journey look?
  • Articulating the problem
  • What is product/market fit?
  • The problem statement – how to create one and why it’s important.
  • The value proposition – how to create one and why it’s important.
  • How to ask for and then conduct customer interviews
  • Avoiding bias
  • How to identify problem nuances and customer insights

Homework: Between sessions 1 and 2 you will have almost 3 weeks to conduct (record) and analyze 8-10 client interviews.

About the Facilitator:

Riley Moynes, Incubator Manager @The Forge Business Incubator

Introduction to Value Proposition and Business Model Canvas - Session 1 image

Riley is a filmmaker turned design/business strategist originally from Regina, Saskatchewan. Riley has an entrepreneurial background having owned and operated a film and video production company for 8+ years while living in Saskatchewan. Riley thrives in leadership roles – having produced/directed television for ESPN, CBC, ABC, as well as commercial clients such as DuPont and Farm Credit Canada.

Prior to starting his MBA in design strategy at the California College of the Arts, Riley started a Saskatchewan-based, solar energy company capitalizing on the Canadian government’s sustainability strategy and the unique climate of Saskatchewan. Riley is incredibly excited to offer support to fledgling startups in the Hamilton business ecosystem and to utilize his design thinking skills in the process.


November 22
1:00 pm - 4:00 pm
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Innovation Factory