The Impact Entrepreneur Go-to-market Canvas is a strategic tool designed to help ventures plan how they enter the market, reach their audiences, communicate value, and scale impact.
It integrates business strategy with systems thinking, sustainability, and climate-positive market development.
The canvas guides you through four interconnected areas:
Market Intelligence – understanding the system you operate in
Customer Strategy – defining who you serve and how they benefit
Market Execution – positioning, channels, and growth pathways
Validation, Metrics & Learning – testing assumptions and adapting as you go
It helps you connect your business model, impact goals, and go-to-market actions in one coherent view.
How you can use it
Use the canvas to:
Analyse your market, ecosystem, and competitive landscape
Understand your users, customers, and early adopters
Craft ethical, effective, low-carbon sales and marketing strategies
Prioritise channels and partnerships that accelerate impact
Map your market entry roadmap, from pilot to scale
Identify systemic barriers and enabling conditions
Set key metrics, test assumptions, and build learning loops
Strengthen your climate-positive market strategy (incl. Scopes 1–3)
You can complete the canvas individually, with your team, or in a workshop setting. It works well for early-stage ventures, scaling businesses, and organisations refining their market and impact strategy.
Who can best use it
This canvas is ideal for:
Impact entrepreneurs and founders designing sustainable business models
Circular economy ventures and climate-positive innovators
SMEs preparing to scale or enter new markets
Social enterprises clarifying their customer and user strategy
Start-ups refining their value propositions and market positioning
Consultants, accelerators, and incubators supporting impact-driven teams
Organisations aligning with climate goals, CSRD, or regenerative systems
Anyone working at the intersection of impact, innovation, and market strategy can benefit from this canvas.
1. What if I’m not fully sure who my users or customers are yet?
That’s fine — start with assumptions. The canvas helps you test and refine them as you learn.
2. How detailed should my market analysis be?
Begin with what you know. Add depth as you gather data through interviews, pilots, and research.
3. Do I need to choose between impact and commercial goals?
No. This canvas helps you integrate both — designing market strategies that strengthen, not compromise, your impact.
Impact Entrepreneur Go-to-market Canvas © 2025 by Evelina Lundqvist is licensed under CC BY 4.0.
