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The program

About the Foundation

The Foundation is the organisation that enables anyone to download the #EventCanvas for free under a 4.0 Creative Commons Attribution, Non-Commercial, No Derivatives license worldwide. It’s sole purpose is to  promote and support innovation in the field of Event Design.

The Foundation supports and enables the creation of a common visual language for events design using the #EventCanvas.

It is tasked to provide the funding and resources to enable research, training and to make the Event Canvas and the methodology available to as many practitioners as possible. Ultimately, it enables teams across all geographies to design events that matter using a common methodology and template.

It is a foundation under establishment in the Netherlands (Stichting Event Canvas Foundation).

To support the cause, the foundation accepts donations from donors to enable scholarships, development and evangelism for Event Design and the Event Canvas.

About the #EventCanvas 

The Event Canvas ( #EventCanvas) is a strategic management template for designing & developing new or documenting existing events and conference models.

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.

The Event Canvas helps organisations align their activities by illustrating potential trade-offs of their events.Building a thorough Event Design can be achieved through a 10 step Event Design using the #EventCanvas™ methodology where the team involved in the event 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 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. The Event Canvas is available free download in multiple translations under a Creative Commons 4.0  Attribution, Non-Commercial, No Derivatives license at .

The creators of the #EventCanvas have established the Foundation to support the mission of spreading the event canvas across the world as a common language to design events.

The creators Ruud Janssen and Roel Frissen have also established an Event Design Consultancy and Training firm named Event Design Collectivetasked to develop and deliver event design resources and create and deliver training around the Event Design curriculum. Event Design Collective GmbH is one of the Event Design firms using the #EventCanvas™ methodology and encourages other parties to become involved in delivering the mission of the Foundation.

To scale up the effort,  partnership opportunities are available to support Foundation to accomplish its mission.

For an overview of the strategic objectives of the Event Canvas Foundation see this link:

For an overview of current partners.

To explore partnership opportunities please contact us here

Full bios and contact details of the creators of the Event Canvas Ruud Janssen and Roel Frissen can be found here.

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