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Overview of Ablona's Business Model Canvas: HULO Map™

The objective with HULO Map™ is to capture and visualize an organization's business model, the competitive environment it operates in, cost drivers and resulting cash flows. Below is the elements in HULO Map™ very briefly explained.

Our methodology emphasizes the analysis, discussions and interactions leading into 'committed' business decisions. We emphasize "the road" rather than the "final destination". Because in a changing business environment there is no "final destination". It's important to re-evaluate and stay agile.


However, we think the 15 elements in HULO Map™ should be reflected in any forward looking business planning.


Ablona has been using our Business Model Canvas since 2004 as a tool for client analysis and forward looking business modeling and planning. The concept of visualization has served us very well. Our current incarnation, since 2011, draws on influences from the books “Business Model Generation” (Osterwalder et. al.) and “The New Business Road Test” (Prof. John Mullins) besides our own predecessor, the HULO™ model. HULO™ is an acronym for "Help Uncover Latent Opportunities".

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