Subscription Canvas

Development of a subscription canvas suitable for SMEs


The aim of the "Subscription-Canvas" research project is to support SMEs in the structured development of subscription model-based value propositions. For this purpose, a subscription canvas suitable for SMEs is to be developed, which enables a systematic and established procedure and will be validated by means of case studies, implementation guidelines and business games.

Initial situation

SMEs in the mechanical engineering sector have not yet managed to realise the commercial potential offered by Industry 4.0 or the digital networking of machines and market players. However, a stagnating product business is increasingly giving rise to a need for action to open up new sources of revenue..

Solution approach

First of all, an initial feasibility assessment of subscription-based business models in SMEs is carried out. Subsequently, the central customer benefit potentials are identified in order to define the subscription-based value proposition. Subsequently, design approaches for physical products and service concepts that can be optimised are developed in parallel. In addition, usage profiles are created to derive optimization potentials with regard to the product or service, in order to be able to design a service system that is appropriate for the complexity costs. Finally, the relevant technical and organisational capabilities for the realisation of these subscription-based service promises in SMEs are identified.

Expected result

As a result, a subscription canvas suitable for SMEs will enable a systematic and established procedure that will be validated by means of case studies, implementation guidelines and business games.

Benefits for the target group

SMEs benefit in the long term from a structured approach that supports them in introducing subscription-based business models.