The document introduces a 4-step process for designing a marketing strategy using the Marketing Canvas methodology. The 4 steps are: 1) Identify business challenges and brakes/accelerators, 2) Assess challenges using the Marketing Canvas framework, 3) Ideate potential changes, and 4) Prioritize initiatives into an action plan. The Marketing Canvas examines a business across seven "lenses": Human, Brand, Value Propositions, Journey, Conversations, Revenues, and Costs.

1. DESIGN
YOUR MARKETING
STRATEGY
IN 4 STEPS
#DESIGNTHINKING
#MARKETINGCANVAS
@LBOUTY

2. Hello,
With the Marketing Canvas, you can
describe, design, challenge and pivot your
Marketing Strategy on ONE PAGE.
In the following slides, you will find a DO-IT-
YOURSELF process for applying this
methodology for your business (Startup,
SME or Corporate companies).
Enjoy the process and don’t hesitate to
comment, criticise or contribute.
Laurent (@lbouty, laurent@bouty.net)

3. MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License.
www.marketingcanvas.eu
Often referred as Client or
User, use personas first as you
should understand their
emotions for creating value.
Why you do business is more
important than how you do
business. The Brand describes
your ideology and your Core
Purpose.
Value Propositions are the
reason why people take
actions with you and how
you monetise it.
It is your operations
through customer’s eyes.
It is a non linear of
divergent and convergent
activities.
All conversations with
customer through Paid,
Earned, Owned or Shared
Media.
All OPEX & CAPEX spent for your Brand,
Value Propositions, Journey and
Conversations
The monetisation of your business
generated from all paid transactions.
DESCRIBE YOUR BUSINESS WITH THE
MARKETING CANVAS

4. DESIGN YOUR BUSINESS BY CONNECTING
THE DOTS
www.marketingcanvas.eu
MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License.
1. HUMAN - BRAND
2. HUMAN - VALUE PROPOSITIONS
3. HUMAN - JOURNEY
4. HUMAN - CONVERSATIONS
5. BRAND - VALUE PROPOSITIONS
6. BRAND - JOURNEY
7. BRAND - CONVERSATIONS
8. VALUE PROPOSITIONS - JOURNEY
9. VALUE PROPOSITIONS - CONVERSATIONS
10.JOURNEY - CONVERSATIONS
The lack of consistency between key
Lenses is often the root cause of
Marketing ineffectiveness. The
Marketing Canvas allows you to easily
identified where gaps exist in your
strategy.

5. MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License.
www.marketingcanvas.eu
Current
Situation
Assess your Brakes and
Accelerators through the
Marketing Canvas using
the 7 lenses
Financial
Challenges
Marketing
Ideation
Marketing
Solution
Identify Brakes and
Accelerator for achieving
your financial objectives
Ideate on potential
changes for the 7
lenses
Prioritise changes and
actions for the 7 lenses
Find the Right Marketing Problem Find the Right Marketing Solution
SET YOUR STRATEGY IN 4 STEPS

6. IDENTIFY YOUR BUSINESS CHALLENGES
FOR THE FUTURE
BRAKES
ACCELERATORS
What are the brakes
that BLOCK me to
reach my objectives in
the future?
What are the
accelerators that
HELP me to reach
my objectives in the
future?
MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License.
www.marketingcanvas.eu
+
-
YOUR COMMERCIAL
CHALLENGES

7. ASSESS YOUR BUSINESS CHALLENGES FOR
THE FUTURE WITH THE MARKETING
CANVAS
BRAKES
ACCELERATORS
What are the brakes
that block me to reach
my objectives in the
future?
What are the
accelerators that
block me to reach my
objectives in the
future?
MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License.
www.marketingcanvas.eu
+
-

8. IDEATE ON POTENTIAL CHANGES NEEDED
FOR ACHIEVING YOUR OBJECTIVES
DO THINGS
BETTER
MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License.
www.marketingcanvas.eu
DO THINGS
DIFFERENTLY

9. CHANGES USER ? TRANSACTION ? PRICE ? REVENUE COSTS
BRAND
VALUE
PROPOSITIONS
JOURNEY
CONVERSATION
PRIORITISE CHANGES FOR YOUR BUSINESS
BASED ON YOUR FINANCIAL DRIVERS?
www.marketingcanvas.eu
MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License.

10. LENSES HUMAN INITIATIVES REVENUES COSTS
BRAND
VALUE
PROPOSITIONS
JOURNEY
CONVERSATION
∑ ∑
CONSOLIDATE YOUR INITIATIVES IN A
SIMPLE ACTIONABLE PLAN
www.marketingcanvas.eu
MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License.

11. ABOUT THE AUTHOR
Laurent Bouty is Academic Director of an Advanced Master in Creativity
and Marketing at SOLVAY BRUSSELS SCHOOL, Partner of
FUTURELAB, Founder of THE BEYONDERS a new Marketing Strategy
Agency.
Connect me on LinkedIN or Twitter (@lbouty)

12. MARKETING CANVAS by Laurent Bouty is licensed
under a Creative Commons Attribution-
NonCommercial 4.0 International License.