The Opportunity Analysis Canvas

a unique tool for identifying and analyzing entrepreneurial opportunities

For aspiring entrepreneurs, new approaches and tools are necessary to develop the ideas that can lead to successful companies and organizations of all types. The emergence of business model courses, tools, and competitions are a step in the right direction. The focus of these new activities is engaging aspiring entrepreneurs in customer discovery and developing and testing a business model canvas.

While this is a viable approach and valuable lesson in entrepreneurship education, business models only begin to take shape when a new venture idea is formulated. Customer discovery requires having a product or service concept in the mind of the entrepreneur. Without the idea for the product or service itself, no business model nor customer discovery can begin.

It is this first step, the idea generation step, that the Opportunity Analysis Canvas fulfills. The Opportunity Analysis Canvas is an innovative tool for identifying and analyzing entrepreneurial ideas. 

The Opportunity Analysis Canvas is a new tool for identifying and analyzing entrepreneurial ideas. Structured as a nine-step experience, the canvas is segmented into: (a) thinking entrepreneurially with an entrepreneurial mindset, entrepreneurial motivation, and entrepreneurial behavior; (b) seeing entrepreneurially with industry conditions, industry status, macroeconomic change, and competition; and (c) acting entrepreneurially with value innovation and opportunity identification. 


The Opportunity Analysis Canvas was created by Dr. James V. Green. It is based on his experiences of teaching 600,000 students and advising 100 companies, to include multiple Inc. 500 award winners. Conceived during his doctoral dissertation titled "Educating entrepreneurship students about opportunity discovery: A psychosocial development model for enhanced decision-making", the Opportunity Analysis Canvas is the cornerstone of Dr. Green's teaching and research at the University of Maryland.

"The Opportunity Analysis Canvas : Third Edition" is now available in paperback.

For the ePub version for Apple's iPad and other ePub readers, click here

 For the Mobi version for Amazon's Kindle and the free Kindle reader for computers, click here.

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