Use of Business Model Canvas for Business in University Premises: Implementation of Theory into Practice

The purpose of this study is to define a business model for a product sold on university premises. The product was the subject of research, respondents deserve hot cooked cocoa. In this article, Business Model Canvas as a tool for the opportunity of practical use. Design/methodology/approach:The research uses quantitative research methodology in the form of a questionnaire, which was distributed to students, i.e. customers. The questionnaire was completed by 560 respondents. Further, a qualitative research method was used in the form of structured interview specifying the results obtained in the quantitative research. 410 structured interviews were conducted. Findings:Within the questionnaire, student preferences were found. The questionnaire was directedto a product that would immediately reach. Among snacks and beverages, up to 71% of students want hot cooked cocoa. Structured interviewing has confirmed this finding. Structured interview is focused on applying the product to the Canvas Business Model Canvas. Research/practical implications:This whole idea of connecting a business model with the product was meant to lead to practical use. The purpose of this article is basically a concept for the product usage in practice by means of the business model. Originality/value:The business focus on university students represents the bottomless resource in respect to future. For students, this product represents a source of energy and health, as well as its nostalgic connection with childhood memory. The uniqueness of this article is based on a product that is demanded by students and not available on the market. This product, combined with the Business Model Canvas application, has a huge start-up potential