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An organization's business model consists of nine basic building blocks including customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structure. To effectively understand and design a business model, it is essential to map out these building blocks on a pre-structured canvas known as the business model canvas. Customer segments are the people or organizations for which value is created with specific value propositions and channels to reach them. This tool helps in discussing, designing, and inventing new business models.