What is your goal?

By when do you plan to achieve it?

Step 6:

  • enables you to define your dream in achievable targets and phases;
  • ensures you have a plan with which you can approach clients;
  • provides you with direction, which helps you make decisions;
  • ensures you have a plan that you can share with others.


You have now been through Steps 1 to 5, in which all the parts of the Creative Business Map are explained. You have your dream and your drive and you should now try to set two targets that you want to achieve in the coming year (for example) to take you closer to your goal. Examine what you need to do in each step to achieve this.

Creative Business Map

Getting started with the Creative Business Map

We recommend that you print out the Creative Business Map in large format. You can download the PDF here.

You could also write the steps on a large sheet of paper. You then start at the top, filling in your dream and your drive. You can also do this using Post-it notes. After that, you look at whether you can chop your drive into targets that you think you could achieve in the coming year. You place these on the left. You could for example set two achievable targets for the next year.

You then go through the steps through for each target. This means that you begin with what you make or which product fits the target. Your product could be T-shirts, for example, and illustrations for clients. You then look at who the product is suited to. This could result in various segments, even for a single product. Assume, therefore, that the T-shirts are of interest to young skaters. You then consider how to reach the target group. Here too, there are various options. For example, you could work together with professional skaters to get exposure, and do sales through stores. In revenue models, you consider the costs of working together with skaters and the potential profit to be gained from sales in stores. You may discover that the T-shirts are priced too high for this target group. Then comes the interactive part of the Creative Business Map in which you start to see the connections between the various steps and in which you may need to go through some steps again.

In this example, you could consider whether you can adapt your product (Step 2) by making changes to your design. You could also see whether it is possible to print ‘on demand’ so that you pay the printer for each item printed. You could also try defining the target group more precisely (kids who like to dress as skaters and have parents who pay for their clothes). You may also need to come up with a different revenue model, for example by only selling online, or allowing the professional skaters a share in the profits once a certain number have been sold.

If you have completed the Creative Business Map for yourself, discuss it with other people in your network. This helps you to hone your plan and gets you used to explaining to other people what you are working on. We recommend that you hang the Creative Business Map on your wall where you will see it often. This is also interesting for visitors, but more importantly it makes you aware of the fact that you are working towards a particular goal, therefore motivating you.

We also recommend that you regularly assess your progress in the Creative Business Map. The frequency depends on the dynamics in your business, but it may be helpful to do this once every three months. Of course, it may make sense to do it more often when starting up and during more turbulent times.

Business Model Canvas

Another widely used method is the Business Model Canvas by Alexander Osterwalder. In fact, all its aspects have been dealt with on this website. The Business Model Canvas is clear and visual. Once you have some experience in using it, it is a fun and creative method to organise your business differently and to even come to new business models. You can find the most important information here.

The most important aspects are explained clearly in this slideshare.

Winners have a plan, losers have an excuse.

– Marc Lammers

— Marc Lammers


The aim of this website is to help as many creative professionals as possible take a step further in their careers. By sharing this knowledge, the aim is also to refine it. We therefore welcome critical, constructive feedback. Please do not hesitate to contact us if you have any problems with completing the Creative Business Map or if you have any other questions.

Photo: Anouk Griffioen

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Revenue model


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