The goal of the Business Model Generation canvas, and accompanying book, was to simplify the business language. Alexander Osterwalder and a huge team of people created a beautifully designed book and model that has become the handbook for everyone from entrepreneurs to executives to designers. Use their business model canvas to help build out ideas and establish the business fundamentals. Going through this process will strengthen your idea and make it more defensible from a business perspective. It will also help you question your idea innew ways (what partners to include, what type of value, what are the costs, etc…).