You will create a Business Model Canvas to define your assigned McCain Foods company in qualitative and quantitative terms. Recall a BMC is diagnostic tool and assists in documenting and analysing the current state of a process. Provides an understanding of how an organization delivers customer value in the current state and how to enhance value in the future state, through examining the nine building blocks. Used to prioritize problems and opportunities Defines needed changes in infrastructure, customer base and financial structure. BMC example. For simplicity, consider creating a word document of about 2-3 pages (default MS Word setting), with the required categories as headings, with details in bullet points. Required categories include the 'traditional' nine categories: Customer Segments Value Proposition Distribution Channels Customer Relationships: Revenue Streams Essential Resources Essential Activities Partners Cost Structure