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622 European Entrepreneurshipused by existing businesses and their managers to rethink and rebuild thecompany%u2019s architecture or some parts of it. It is a friendly way to have all in one%u2013 to analyse the industry forces, to identify the key tendencies, to evaluate themarket forces, and to consider the macroeconomic forces that influence thespecific economic activity %u2013 and thus, to adapt to business environmentchanges. The structure of the business model canvas encompasses the valueto create for the market, the clients and the relationship with them, theinfrastructure of the entire business, and the financial aspects of the business.It is important to know that the business model is not only related tomonetisation but involves the overall logic behind the creation, the delivery, andthe capture of the value. The business model canvas is presented in Fig. 2.1.7.Fig. 2.1.7 Business model canvasSource: Osterwalder & Pigneur, 2010Examples of a business model canvas are shown in Fig. 2.1.8 and Fig. 2.1.9.