The business model canvas is a shorthand way to frame the key elements of a business. The canvas helps students develop a holistic understanding of the business including the customers, the core values the business delivers the customer, activities of the business, and underlying financial drivers. Based on the canvas, the participants can frame questions (or hypotheses) to test during the customer discovery process. Using this model during Pop Ups leads students through an example of the canvas and challenges them to make their own assumptions on the sampled business. Participants fill in a canvas with their own assumptions of their chosen business/product concept.