Business model canvas for social platforms in two-sided markets

Purpose This study develops a business model canvas for non-profit social platforms operating in two-sided markets, addressing the lack of an existing framework tailored to this context. Design/methodology/approach The study follows a design science research methodology using an inductive qualitative single-case design. The proposed canvas was developed by integrating elements from three established business model canvases and evaluated through the case platform Spark, which engages young video gamers at risk of social exclusion in organising esports events. Findings The evaluation demonstrates that the proposed canvas effectively captures the distinctive characteristics of non-profit social platforms operating in two-sided markets. Compared with the traditional business model canvas, it contains more than twice as many elements, reflecting the complexity of integrating a social mission with platform logic. The framework extends existing canvases by introducing social mission elements (e.g. mission, mission values, objectives, impact measures and output measures) alongside platform-specific elements (e.g. core interaction, value unit, filter, outsourced resources and network effect tactics). Originality/value This study presents the first business model canvas specifically designed for non-profit social platforms operating in two-sided markets. In addition to supporting business model analysis and ideation, the canvas offers a practical framework for the early-stage design and development of socially oriented platform businesses.