The representation of business models has been recently widespread, especially in the pursuit of innovation. However, defining a company’s business model is sometimes limited to discussion and debates. This study observes the need for performance measurement so that business models can be data-driven. To meet this goal, the work proposed as a hypothesis the creation of a method that combines the practices of the Balanced Scorecard with a method of business models representation – the Business Model Canvas. Such a combination was based on study of conceptual adaptation, resulting in an application roadmap. A case study application was performed to check the functionality of the proposition, focusing on startup organizations. It was concluded that based on the performance assessment of the business model it is possible to propose the search for change through experimentation, a path that can lead to business model innovation.
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