Project Model Canvas


At the very end of last march, prof. José Finocchio have been at Abril to talk about the Project Model Canvas, a model developed by him to help mainly at the conception phase of a project.

Let me share a little bit of my impressions about it.

Project Model Canvas (PMC)

To those already familiar with Business Model Canvas (BMC),  [more about BMC at Kudoos] it may seem more of the same, but the purpose of them is very different from each other. The problem intended to be solved by PMC is to make the conception phase of project both easy  and colaborative. It also takes into account several different perspectives of the project to anticipate possible problems right from the start.


The PMC tries help raise the answers to the 5W1H (What, Where, When, Why, Who, How) and offers a visual way to depict the interconnections between the elements. This is exactly what helps the early identification of problems. For instance, it is possible to check if all deliverables (“Grupo de Entregas” at the Canvas) has a corresponding team/person capable of producing it (“Equipe”). Another example would be to verify if all justifications/reasons (“Justificativas”) — normally refering problems to be solved — are, in fact, solved by the benefits listed in the benefits block (“Benefícios — Futuro”).

How is it connected to Agile?

Agile methodologies such as Scrum or XP don’t usually worry too much with the conception phase of the project. We’ll also see how PMC’s idea also does not conflict with Agile values expressed through the Agile Manifesto.

Individuals and interactions over processes and tools

Working software over comprehensive documentation

Customer collaboration over contract negotiation

Responding to change over following a plan

Because PMC is a facilitation tool, it offers the individuals and interactions among them a greater value than commonly seen at this phase of the project. PMC also strongly recommends the client as a participant in its elaboration.

Regarding the last value [Responding to change over following a plan], I was not very sure if PMC was ok with it. At the Q&A part of the talk, I was able to explore this point with prof. Finocchio, who enlightened me that PMC was unconcerned to how the project would be executed later. Its purpose was only to help at the conception phase e work solely as an information radiator during the unfolding of the project.

My opinion

Because PMC is visual , easy to make, collaborative and support an early macro validation of the project, it is a very useful tool.

I intend to try it on my forthcoming project e maybe I also try it with the project I am currently working on to see how things fit together.

It is, at long last, one more item in our huge toolbox. 🙂

If you uses or come to use PMC, please, share you experience with the community.

Useful references and links:

Project Model Canvas — pdf

BMC no Kudoos

Business Model Canvas at Kudoos

About the author: Leonardo Campos

Leonardo Campos trabalha na área de TI desde 2000, atuou boa parte deste tempo como desenvolvedor Java, mas também desenvolveu profissionalmente com Ruby, .NET, VB, PHP e ASP. Desde do começo de 2009 vem atuando com Agile e hoje trabalha na ThoughtWorks Brasil. É estudioso de processos e entusiasta de Lean e Agile, sendo um dos organizadores do Lean Coffee São Paulo e editor da InfoQ. Leonardo é advogado por formação (Universidade Presbiteriana Mackenzie).

1 comment

  1. Pingback: A Canvas for Managing Projects « Over the Fence

Leave your reply

O seu endereço de e-mail não será publicado. Campos obrigatórios são marcados com *

Go to top