Stakeholder Analysis Canvas

Using the Stakeholder Analysis Canvas you can identify which people or roles in a company are relevant for an important decision: for example for issuing an order or the approval of a project. The analysis tool helps to differentiate between users, buyers and decision-makers.

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What Is the Stakeholder Analysis Canvas?

The Stakeholder Analysis Canvas is visual analysis tool and complements the Business Model and the Value Proposition Canvas. It helps you to answer the question who is the user, the buyer or the decision maker with regard to a value proposition (a product, service or project). It empowers you to shape your value proposition accordingly. Doing so the canvas differentiates between the following roles:

  1. End User: who is using your product or service and benefits from it?
  2. Economic Buyer: who pays you for this or is providing the budget respectively?
  3. Decision Maker: who is deciding regarding the purchase respectively the assignment?
  4. Influencer: who is positive concerning the undertaking and is also communicating so towards the users, buyers and decision makers?
  5. Saboteur: who on the other side has a rather negative attitude and tries to sabotage the undertaking?
  6. Recommender: who consults or informs the users, buyers or decision makers?
We drive your business forward.

We drive your business forward.
We drive your business forward.

Where can I find more information?

Here you find further documentation:

Data Thinker Group (LinkedIn)

The Stakeholder Analysis Canvas is inspired by the reading of the “Business Model Generation” book.

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How can I start?


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Get to know our Data Strategy Design Method in our practical seminars:

Cross References

Canvas Übersicht

Here you can find further canvas and information concerning Data Strategy Design:

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