Business Model by Giulia Calibeo
The Business Model Canvas. The Business Model Canvas is a fundamental document for small and
medium enterprises and startups that contains strategic and organizational solutions by which the company
creates, distributes and captures value. This tool summarizes the guidelines of the business plan and is used
to realize their business idea, to assess the launch of a new product or control variables of a project.
About my project, I want to present the business model Canvas designed for a small imaginary company
from Italy that produces celiac food, called “Foodeliac”. During the XXI century there was an increase of
“free gluten” food for intolerant people to any kind of food containing wheat, a lot of grains (such as spelt,
barley, oat, kamut) and derived. We know that a lot of different food are full of this primary substance, such
as pasta, bread, chocolate and so on. It’s important, for people affected by “celiac disease”, to avoid totally
these kind of food.
These people have to follow a strict diet and buy only food without gluten, to prevent complications. The
market of free gluten food is in expansion and, even if these kind of products have high costs, people
affected by celiac disease must buy them for their health.
However, most of the products with the stamp “gluten free” are not totally free. Anyway, a recent study has
tentatively concluded that consumption of less than 10 mg of gluten per day is unlikely to cause histological
abnormalities, while underlining the need for further investigation.
Another problem is that a lot of companies that produce free gluten food, also produce products not gluten
free, so the contamination becomes a real problem.
In nature, there are a lot of products naturally gluten free such as fruits, legumes, milk, cheese, meat and fish.
So it seems easy for a person who suffers from celiac disease to eat more or less any kind of food.
But if we think about an Italian contest and, in general, the Mediterranean diet, we realize that the most
consumed food are pasta, pizza and bread, all containing wheat.
So the business I present has the purpose to produce any kind of food (pizza, pasta, beer) only for people
affected by celiac disease at reasonable costs also by exporting products around Europe, with particular
attention focused on Mediterranean’s markets.
Below, the scheme of the Business Model Canvas applied to the small business “Foodeliac”.
We can analyze each part of the Canvas Model applied to “Foodeliac”.
Starting from the right side, there is the “Customer segments”: for whom we are creating value and who are
the most important customers? Of course, the most important customer for our business is every single
person affected by celiac disease. Why? Because they need to follow a careful diet to preserve their health.
