Impactful Event Design

Event model canvas

(Ruud Janssen & Roel Frissen)

Ingo is a listed Event Model Canvas practitioner, it is used to design better and more effective events in less time.

This framework helps you describe your event’s purpose and value to stakeholders and outlines the expected costs and benefits, such as customer behavior changes, for having the event.

The EventCanvas is a strategic management template for developing new or documenting existing events and conference models.
As you can see, it’s a visual chart with elements describing an event’s promise, how it helps stakeholders to get their jobs done, resolving pains and creating gains within a set framework of commitment and expected return.
The canvas articulates how the behaviour changes as a result of having participated in the event as well as stating the required levels of satisfaction against expectations. Additionally the canvas outlines the costs and expected revenues in relation to the customer journey (service design) and the instructional design of the event.


Building a thorough Event Design can be achieved through a 10 step methodology which systematically analyses, describes and outlines the inputs for the components in the final canvas prototypes.

The methodology is sequential and makes use of a range of visual thinking techniques including Empathy Mapping (courtesy of xplane), Value Proposition Canvas (courtesy Osterwalder), event ROI methodology (courtesy Phillips ROI Methodology), the Business Model Canvas (courtesy of Osterwalder), Service Design Canvas (Stickdorn & Schneider) and Instructional Design Model (Dick & Carey).

The Event Model Canvas was created by Ruud Janssen and Roel Frissen which builds on the visual framework initially proposed by Alexander Osterwalder’s Business Model Canvas based on the earlier work on Business Model Ontology.