Platform Strategy Model Canvas

#The problem this canvas solves

The Platform Strategy Model (PSM) is a synthetic abstraction of the whole platform strategy in terms of three value-proposition elements: a product/service bundle targeted to a core customer, one or more marketplace interfaces, and an extension platform element. Think Shopify: the e-commerce stack as core bundle, the experts marketplace, and the app extensions.

#When to use it

Use the PSM to consolidate and communicate the strategy: express what emerged from the value-chain work as the product / marketplace / extension mix, and identify the marketplace types and network properties that follow from it. It is versatile enough to be the entry point when the team already has strong product-domain understanding.

#The canvas

The canvas in the updated Boundaryless brand (full resolution — click to zoom). A print-ready PDF and editable SVG are also available on request.

#Canvas structure

#Product/service bundle

The bundle targeted to a core customer - who is the core customer and what is the bundle?

#Marketplace(s)

One or more marketplace interfaces connecting that customer with other stakeholders - who connects to whom, and what's exchanged?

#Extension platform

The element attracting third parties that extend the bundle with apps, plugins, or user-generated content - through what mechanism?

#How to use it

The PSM Canvas (beta) captures a synthetic abstraction of the platform strategy in its three value-proposition elements; not all three are always present (Substack has no marketplace; Shopify famously features all three).

#Steps

1. Product/service bundle — Articulate who the core customer is and what the product/service bundle is.
2. Marketplace(s) — Articulate who connects to whom through the marketplace interface(s) and what's exchanged.
3. Extension platform — Articulate whether third parties extend the bundle, and through what mechanism (apps, plugins, user-generated content).
4. Whole canvas — Make the PSM reflect the actual strategy, not an aspirational one - mark missing elements explicitly as 'not present'.
5. Follow-on — Once the PSM is clear, characterize the underlying relationship through the seven network properties - the type drives every subsequent go-to-market decision.

#Tips

• Don't force all three elements - not every strategy has an extension platform, and making one up dilutes focus.
• The PSM is also a communication tool - useful to align stakeholders on the strategic abstraction before diving into details.
• You can shortcut from ecosystem exploration directly to the PSM when speed matters more than depth; deeper design follows.
• Beware false analogues: 'we're like Airbnb' is rarely true - differing on any network property means differing tactics.
• What you end up with: the strategy as a synthetic three-element view (with explicit 'not present' markers), ready to feed the network-property characterization and tactic choices.

#Connections with other canvases

#Informed by

• Platform Design Canvas — Design canvas provides foundation

#Complements

• Platform Design Canvas — Alternative/complementary strategy view

#Used in techniques

• Framing the Platform Strategy Model

#Used in pipelines

• Bringing the Platform to Market

#Related reading

• Defining the Platform Experience, and Flywheels for Defensibility — Explains the Platform Strategy Model concept that this canvas visualizes

#Resources

• Guide reference: PDT Experimental - Platform Strategy Model
• License: Creative Commons Attribution - Share Alike 4.0 International
• Version: 2.2.1

Canvas · Part of Platform Design Toolkit · v2.2.1