About


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The Event Model Canvas is a strategic management template for developing new or documenting existing events and conference models.

It’s a visual chart with elements describing an event’s promise, how it helps stakeholders to get their jobs done, resolving pains and creating gains within a set framework of commitment and expected return. The canvas articulates how the behaviour changes as a result of having participated in the event as well as stating the required levels of satisfaction against expectations. Additionally the canvas outlines the costs and expected revenues in relation to the customer journey (service design) and the instructional design of the event.

The Canvas helps organisations align their activities by illustrating potential trade-offs of their events.

Building a thorough Event Design can be achieved through a 10 step #EventCanvas methodology where the team involved in the event systematically analyses, describes and outlines the inputs for the components in the final canvas prototypes.

The methodology is sequential and makes use of a range of visual thinking techniques including Empathy Mapping (courtesy of xplane), Value Proposition Canvas (courtesy Osterwalder), event ROI methodology (courtesy Phillips ROI Methodology), the Business Model Canvas (courtesy of Osterwalder), Service Design Canvas (Stickdorn & Schneider) and Instructional Design Model (Dick & Carey).

The Event Model Canvas was created by Ruud Janssen and Roel Frissen which builds on the visual framework initially proposed by Alexander Osterwalder’s Business Model Canvas based on the earlier work on Business Model Ontology. The Event Model Canvas is available free download under a Creative Commons 4.0 license at www.eventmodelgeneration.com.

The creators of the #EventCanvas have established the EventCanvas.org Foundation to support the mission of spreading the event canvas across the world as a common language to design events.

The creators Ruud Janssen and Roel Frissen have established Event Design Consultancy and Training firm named Event Model Generation tasked to develop and deliver event design consulting services, resources and to create and deliver training for the Event Design curriculum. Event Model Generation is the Event Design firm that has created the Event Canvas methodology and encourages other parties to become involved in delivering the mission of the EventCanvas.org Foundation.

To scale up the effort, partnership opportunities are available to support EventCanvas.org Foundation to accomplish its mission.

Full bios and contact details of the creators of the Event Model Canvas Ruud Janssen and Roel Frissen can be found here.