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Canva: Revolutionizing Graphic Design with Accessible Tools and Inspiring Templates

Anto Canva: The Australian Startup Transforming Graphic Design

Canva is an Australian tech startup that has rapidly gained popularity in the world of graphic design. Founded in 2013 by Melanie Perkins and Cliff Obrecht, Canva has revolutionized the process of creating beautiful and impressive designs, even for those who have no previous design experience.

The platform provides an extensive range of design templates, graphics, and fonts, making it an accessible and straightforward solution for users from all backgrounds. In this article, we will explore the primary aspects of Canva’s business model, including its history, ownership, mission statement, revenue streams, business model canvas, competitors, and SWOT analysis.

We will also discuss how Canva has transformed the way people think about graphic design, making it an essential tool for entrepreneurs, marketers, social media managers, and creators worldwide. Canva’s Brief History

Before Canva existed, Melanie Perkins and Cliff Obrecht were running a business called Fusion Books, which focused on designing and publishing school yearbooks using Adobe InDesign and Photoshop.

Perkins and Obrecht identified that using these sophisticated tools could be tricky for those who had no design experience. They believed that everyone should have access to professional-looking designs, and the process should be simple and straightforward.

That’s how the idea of Canva was born. In 2012, Perkins and Obrecht had the opportunity to meet Bill Tai, a prominent venture capitalist who was an avid kitesurfer.

Perkins and Tai shared a common interest in kitesurfing, and after discussing her venture, Tai was impressed by Perkins’s vision. Following a successful investment round, the Canva team of engineers, led by Cameron Adams, was formed in Sydney, Australia.

Who Owns Canva? Canva is owned by its founders, Melanie Perkins and Cliff Obrecht.

Perkins is the CEO of the company, while Obrecht is the COO. Together, they have led the company’s rapid expansion in the global market and have played a significant role in shaping the company’s culture and values.

Canva’s Mission Statement

Canva’s mission is to empower the world to design and publish anything, anywhere. Canva aims to democratize design by providing easy-to-use tools that allow anyone to create professional-looking designs, regardless of their design experience.

The company believes that design plays an essential role in communication and has the power to change the world.

How Canva Makes Money

Canva operates on a freemium business model, where users can access the platform for free but can also purchase premium features if they need them.

Canva Pro is the premium subscription plan that comes with additional features such as access to premium design templates, more storage, and the ability to upload your fonts.

In addition,

Canva Enterprise is designed for larger organizations that require more advanced security features, unlimited storage, and a higher level of customization. Another revenue stream for Canva is the

Canva Print service, which allows users to print their designs on various products such as flyers, brochures, and business cards.

Canva also operates a marketplace, where users can buy and sell templates and graphic elements, and a

Design School, which offers courses and tutorials on how to use Canva effectively. Canva’s Business Model Canvas

Canva’s business model canvas consists of several aspects, including customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structure.

The customer segments include individual users, small businesses, and large enterprises. Canva’s value proposition is to provide accessible and easy-to-use design tools that are affordable and cater to users of all backgrounds.

The channels used by Canva include social media, email marketing, search engines, and word-of-mouth referrals. The company prides itself on its customer relationships, which are built upon a friendly, approachable, and supportive brand image.

Canva’s key resources include its design templates, graphics, fonts, and the team of engineers responsible for maintaining and improving the platform. In terms of key activities, Canva continues to develop new features, designs, and products that meet the demands of its users.

Canva’s key partners include printing companies, hardware manufacturers, and software distributors. Lastly, Canva’s cost structure includes expenses such as salaries, server maintenance, marketing, and research and development.

Canva’s Competitors

Canva operates in a highly competitive market, with several established companies offering similar services. Canva’s competitors include Lucidpress, Venngage, Fotor, Prezi, Adobe InDesign, Adobe Lightroom, and GIMP.

Each of these platforms has its unique features, strengths, and weaknesses, making it challenging for Canva to differentiate itself. Canva’s SWOT Analysis

Canva’s SWOT analysis consists of identifying the company’s strengths, weaknesses, opportunities, and threats.

Canva’s strengths include its user-friendly interface, extensive range of design templates, social media integration, affordability, and accessibility. Canva’s weaknesses include limited functionality in comparison to industry-standard software such as Adobe InDesign and limited customization options.

Opportunities for Canva include expanding its offering to cater to niche markets, rolling out new features such as animation and video editing, and partnerships with other platforms. Lastly, threats for Canva include the emergence of new competitors, changes in user preferences and shifts in the market, and cybersecurity risks.


Canva has transformed the graphic design industry by democratizing access to professional-looking designs. The platform provides a range of features, templates, and affordable pricing plans that cater to users from all backgrounds.

Canva’s business model canvas, revenue streams, competitors, and SWOT analysis provide a comprehensive understanding of the company’s strengths and weaknesses. While Canva faces a highly competitive landscape, the company has proven itself to be a significant player in the industry with its user-focused approach, extensive range of templates, and commitment to democratize design.

Expanding on

Canva Pro and

Canva Enterprise

Canva Pro and

Canva Enterprise are subscription-based versions of Canva, offering additional features and capabilities to users beyond the free version of the platform. In this article, we will delve into the features, benefits, and pricing of each service, to help you decide which option is best for your needs.

Canva Pro

Canva Pro is the premium subscription plan for Canva, offering users access to additional features and capabilities beyond the free version of the platform. Features of

Canva Pro

– Premium stock photos:

Canva Pro includes access to over 60 million premium stock photos, illustrations, and videos, through partnerships with popular stock photo providers such as Unsplash, Pexels, and Pixabay.

– Templates:

Canva Pro offers a more extensive range of templates, designed to meet the demands of professional use cases, such as business reports, social media campaigns, presentations, and more. – Brand Kit:

Canva Pro allows users to create and save a Brand Kit, which includes their brand’s logo, colors, and fonts.

This feature ensures consistency across all of their designs

– Background Remover:

Canva Pro includes a background remover tool, which allows users to remove the background of an image and replace it with a transparent or alternative background. – Cloud Storage:

Canva Pro offers users 100GB of cloud storage, which means users can keep all their projects and design assets in one place.

– Social media scheduling:

Canva Pro provides social media scheduling capabilities through third-party integrations. This feature enables users to schedule their social media posts directly within Canva, making it easier to manage multiple social media accounts.

Pricing of

Canva Pro

Canva Pro is available as a monthly subscription, priced at $12.95 per user per month. However, users who choose to pay annually receive a 23% discount, lowering their monthly subscription price to $9.95 per user.

Canva also offers a reduced price of $6.50 per user per month for teams of over 20 people.

Canva Enterprise

Canva Enterprise is designed for larger organizations that require advanced design capabilities, multi-user management, custom branding, and comprehensive support. Features of

Canva Enterprise

– Visual Identity:

Canva Enterprise enables organizations to create and manage a company-wide visual identity, ensuring that all of their designs meet their brand standards.

– Brand controls:

Canva Enterprise provides brand administrators with access to brand controls that allow them to define design styles, fonts, and colors. This feature ensures that all designs remain relevant to the organization’s visual identity.

– Template Locking:

Canva Enterprise enables administrators to lock templates, ensuring that team members do not make changes to predetermined designs. Template locking helps to ensure brand consistency.

– Unlimited Storage:

Canva Enterprise provides users with unlimited cloud storage, enabling organizations to store multiple designs, audios, videos, and other assets in one place. – 24/7 support:

Canva Enterprise provides dedicated 24/7 customer support to enterprise users, ensuring that they receive prompt assistance whenever they encounter issues with the platform.

– Shared access:

Canva Enterprise enables team members to collaborate and share templates, designs, and assets. Team members can also annotate designs and provide feedback to one another.

Pricing of

Canva Enterprise

Canva Enterprise is available as a monthly subscription, priced at $30 per user per month. However, users who choose to pay annually receive a 23% discount, reducing their monthly subscription price to $24.50 per user.

Canva also offers non-profit discounts of up to 50% and education discounts to eligible facilities.


Canva Pro and

Canva Enterprise are two subscription-based versions of Canva that provide additional features and capabilities beyond the free version of the platform.

Canva Pro is ideal for individual users and smaller teams, while

Canva Enterprise focuses on larger organizations in need of multiple user management, custom branding, and shared access.

Regardless of the version you choose, both

Canva Pro and

Canva Enterprise offer a more comprehensive range of features and capabilities than the free version, making it possible for users to create professional-looking designs that are on-brand and budget-friendly.

Expanding on

Canva Print and


In addition to its design platform, Canva offers additional services such as

Canva Print and the

Marketplace. These services enable users to print their designs and purchase additional graphic elements or templates.

In this article, we will delve into the features, benefits, and pricing of each service to help you better understand how they can help deliver professional and personalized material to your target audience.

Canva Print

Canva Print is a service that enables users to print their designs and receive physical material via mail.

Canva Print has partnered with several printers, providing users with access to a range of print products, including business cards, flyers, brochures, posters, and more.

Partnership with Printers

Canva Print partners with local printers to bring affordable and professional-quality printing services to users worldwide. After creating a design on the Canva platform, users can choose to print their designs on most of the available products, such as business cards, brochures, posters, and more.

Canva Print offers pricing based on the product, order volume, and location. Therefore, pricing depends on the products and services requested, with a sliding discount based on the quantity of products ordered.

The final pricing includes printing, shipping, and handling fees, making it cost-effective for users to obtain professional-quality designs.

Canva Print is an excellent choice for small businesses and marketing teams requiring a low investment in printing and shipping services.



Marketplace enables users to purchase additional graphic elements or templates beyond Canva’s library of pre-designed templates. The

Marketplace offers users the ability to buy and sell designs created specifically for Canva users.

One-time Fee for Single Usage


Marketplace offers a selection of paid images, templates, and designs, with which creators can earn money. Users can purchase an image or template from the

Marketplace for a one-time fee, with users retaining all the rights to the designs created from them. Canva pays designers a 35% cut on the total sales of their designs.

However, Pro plan creators receive 50% after taxes and processing fees. Users can also license their designs in the

Canva Pro tier for a higher fee, which makes their designs available to Pro users for an exclusive fee.


Marketplace offers designers the opportunity to expand their client base and monetize their skills, which is an excellent opportunity to make extra income from their design passion. It serves as a striking platform for creators to express themselves and grow a network.


Canva’s Print and

Marketplace services help reinforce the platform’s mission to offer a composable solution for all design endeavors to its users.

Canva Print provides an affordable and fast-printing service for the fashionable products offered, and its great for small business owners to print professional-quality physical material.


Marketplace is an excellent opportunity for designers to expand their brand, showcase their skill set, and generate income from their designs. Overall,

Canva Print and

Marketplace are valuable services that complement the company’s platform, improving the quality and flexibility of the Canva experience and branding materials. Expanding on Canva’s

Design School and Customer Segments

Canva’s commitment to empowering individuals to design and publish anything is further reinforced through its

Design School. This educational platform offers online and in-person classes, providing users with the knowledge and skills to enhance their design expertise.

Additionally, Canva’s customer segments encompass a broad range of users, from casual individuals seeking creative expression to business teams requiring professional-level designs.

Design School


Design School is an educational platform that offers a wide array of resources and classes to help users strengthen their design skills. Whether you are a beginner or an experienced designer,

Design School offers something for everyone.

Online and In-person Classes

Design School provides both online and in-person classes, catering to users’ preferences and ensuring accessibility to a diverse range of individuals. Online classes are hosted by Canva’s experts and cover various topics, including design fundamentals, branding, and social media design.

These classes are free and allow users to learn at their own pace, making it an ideal choice for self-guided learners. For those seeking a more interactive and immersive learning experience,

Design School offers paid in-person classes. These classes are hosted in various locations and cover a wide range of topics, from design principles to specific design techniques.

Prices for in-person classes start from as low as $5, making it a cost-effective way to learn from industry experts and gain hands-on experience.

Design School helps individuals, entrepreneurs, marketers, and creators fine-tune their design skills, equipping them with the tools and knowledge needed to create compelling and professional-level designs. Canva’s Customer Segments

Canva’s user base is diverse, reflecting its commitment to empowering anyone, regardless of their design background or professional experience.

The platform caters to a wide range of customer segments, ensuring that users from various backgrounds can create stunning designs.


One of Canva’s primary customer segments comprises non-designers who have little to no previous experience in graphic design. Canva’s user-friendly interface, extensive template library, and intuitive design tools make it easy for non-designers to create professional-looking designs without having to rely on complex design software.

Canva’s vast array of design templates for social media, presentations, brochures, and more empowers non-designers to create visually appealing content.


Canva also caters to professionals who may have design experience but prefer a more efficient and accessible design solution. Canva’s tools and features enable professionals to streamline their design workflow, saving time and effort.

The ability to collaborate with team members, use brand assets consistently, and access premium elements and features through

Canva Pro makes it a valuable tool for professionals across various industries.

Non-profit Organizations

Non-profit organizations represent another important customer segment for Canva. Canva’s affordable and user-friendly design platform allows non-profit organizations to create visually compelling graphics for their marketing materials, social media campaigns, fundraising efforts, and more.

With Canva’s extensive template library and customization options, non-profit organizations can effectively communicate their message and engage with their audience.

Educational Institutions

Canva also caters to educational institutions, providing educators and students with a collaborative and creative platform for their design needs. Canva’s user-friendly interface and extensive range of templates make it an ideal tool for creating educational materials, presentations, and visual aids that enhance the learning experience.

Canva’s educational offerings extend beyond the design platform itself, with resources like

Design School providing additional learning opportunities for students and educators alike.



Design School and broad customer segments reflect the company’s commitment to democratizing design and making it accessible to everyone.

Design School offers a rich educational experience through online and in-person classes, catering to learners of all levels. Canva’s diverse customer segments encompass non-designers, professionals, non-profit organizations, and educational institutions, providing a comprehensive solution for a wide range of design needs.

By empowering individuals and organizations to create visually stunning designs, Canva continues to reshape the world of graphic design, bringing creativity and professionalism to users worldwide. Expanding on Canva’s Value Propositions and Channels

Canva’s success can be attributed to its strong value propositions and a well-planned distribution strategy through various channels.

The platform’s simple and flexible design interface, combined with its wide range of accessible channels, allows users to create stunning designs quickly and easily. In this article, we will delve into Canva’s value propositions and the channels it utilizes to reach and engage with its users.

Canva’s Value Propositions

Simple and Flexible Design Platform

One of Canva’s primary value propositions is its simple and flexible design platform. Canva ensures that users, regardless of their design expertise, can quickly create professional-looking designs.

The platform’s user-friendly interface and intuitive drag-and-drop tools eliminate the need for graphic design expertise, allowing users to bring their ideas to life. Canva’s design platform also offers a high degree of customization, enabling users to tailor designs to their specific needs.

Users can choose from a vast collection of templates, graphics, fonts, and other design elements, ensuring that their designs remain unique and on-brand. Canva’s extensive library of pre-designed templates covers a wide variety of design categories, including social media graphics, presentations, branding materials, and more.

Accessible Through Mobile and Browsers

Another key value proposition of Canva is its accessibility. The platform is available through both mobile and web browsers, allowing users to create and edit designs on the go.

Canva’s mobile app offers a seamless and optimized experience, enabling users to design with ease from their smartphones or tablets. By providing this level of accessibility, Canva empowers users to create designs wherever and whenever inspiration strikes.

Canva’s Channels


Canva’s website serves as the primary channel for users to access the platform’s design tools and features. The website serves as a hub, providing users with a seamless and intuitive experience as they navigate through the platform’s various design capabilities.

It also offers resources such as tutorials, blog posts, and customer support to assist users in maximizing their design potential.

Mobile App

The Canva mobile app extends the platform’s accessibility, enabling users to design on the go. Available for both iOS and Android devices, the mobile app provides a streamlined experience, allowing users to create, edit, and share designs directly from their smartphones or tablets.

The app offers a range of features similar to the web version, ensuring consistency across platforms.

Canva Button


Canva Button is an integration tool that allows users to access Canva’s design capabilities directly within select partner websites and applications. The

Canva Button enables users to design and customize graphics seamlessly, without leaving the partner site or application.

This integration makes it easier for users to incorporate design elements into their projects and enhances the overall design experience.

API Integration

Canva’s API (Application Programming Interface) allows developers to integrate Canva’s design functionality into their own applications or platforms. This integration enables developers to provide design capabilities to their own users, enhancing the value and user experience of their platforms.

The API opens up opportunities for collaboration and expands Canva’s reach to new user segments.

Social Media

Social media plays a significant role in Canva’s distribution strategy. The platform utilizes various social media channels, including Facebook, Instagram, Twitter, and LinkedIn, to engage with users, showcase design inspiration, and advertise new features and updates.

Canva’s presence on social media helps to build brand awareness and reach a wider audience.

Affiliate Program

Canva’s affiliate program enables influencers, content creators, and businesses to earn commission by promoting Canva to their audiences. Affiliates receive a commission for every user who signs up for a paid Canva subscription or makes a purchase through their referral link.

This channel not only provides an additional revenue stream for affiliates but also helps Canva expand its user base through trusted recommendations.


Canva’s strong value propositions, such as its simple and flexible design platform, combined with its versatile distribution channels, have contributed to its success in the graphic design industry. By providing a user-friendly interface, wide range of customization options, and accessible mobile and web experiences, Canva has revolutionized the way individuals and businesses create professional designs.

Through strategic channels, including its website, mobile app,

Canva Button, API integration, social media presence, and affiliate program, Canva ensures that its platform reaches and engages with a diverse audience. With its continued focus on user-centric design and expansion into new markets, Canva remains a frontrunner in the graphic design space.

Expanding on Canva’s Customer Relationships and Revenue Streams

Canva’s success is driven not only by its value propositions and distribution channels but also by its customer relationships and revenue streams. Canva has established a mostly self-service approach to customer relationships, emphasizing user autonomy and providing a range of resources to support their design needs.

In terms of revenue, Canva generates income primarily through the sale of user subscriptions and single-use licensing of content. In this article, we will explore these aspects in detail.

Canva’s Customer Relationships

Mostly Self-Service

Canva’s customer relationships are primarily self-service, enabling users to navigate the platform and create designs independently. Canva offers a range of resources to support users in their design journey, empowering them to find answers and solutions on their own.

The self-service approach ensures that users have the freedom to utilize Canva’s platform at their own pace and convenience.



Marketplace allows designers to sell their designs directly to users, fostering a dynamic relationship between creators and customers. Through the

Marketplace, users can choose from a wide selection of paid images, templates, and elements created by designers. This peer-to-peer interaction enables users to access a variety of design options, while designers can monetize their creations and establish a direct connection with their audience.

Design School


Design School serves as an educational resource that helps users enhance their design skills and develop a better understanding of design principles. The

Design School offers free online classes, covering various design topics and providing users with the opportunity to learn at their own pace. By equipping users with valuable design knowledge, Canva builds stronger relationships with its customers and fosters their growth as designers.

Blog and

Social Media Accounts

Canva’s blog and social media accounts play a pivotal role in nurturing customer relationships by providing valuable content and engaging with the community. The blog features articles, tutorials, industry insights, and design tips that help users stay informed and inspired.

Similarly, Canva’s social media accounts create a space for users to connect, share their designs, and gather inspiration from other creators. By actively engaging with users and fostering a sense of community, Canva deepens its customer relationships and encourages brand loyalty.

Canva’s Revenue Streams

Sale of User Subscriptions

One of Canva’s primary revenue streams is the sale of user subscriptions.

Canva Pro and

Canva Enterprise provide additional features and capabilities beyond the free version of the platform, allowing users to access premium elements, advanced customization options, and enhanced collaboration tools.

Through monthly subscription fees, Canva generates recurring revenue from individual users, small businesses, and enterprises. The flexible pricing plans cater to different user needs, making Canva’s services accessible to a wide range of customers.

Single-Use Licensing of Content

Canva generates revenue by licensing content from its

Marketplace on a single-use basis. Users can purchase paid images, templates, and design elements for a one-time fee, allowing them to utilize the content in their projects without restrictions.

This licensing model provides an additional revenue stream for Canva and allows designers to earn money from their creations. By facilitating this transaction, Canva fosters a symbiotic relationship between creators and customers.

Printing and Printed Material

Canva’s revenue stream extends to the printing and delivery of physical designs through

Canva Print. Users can print their designs as business cards, flyers, brochures, and other print products.

Canva earns revenue through the sale of these printed materials, including printing costs and associated fees.

Canva Print is a valuable service that provides convenience and professional printing solutions for users who want to bring their designs into the physical realm.

Design School In-person Classes

Another revenue stream for Canva comes from its

Design School in-person classes. These paid classes offer hands-on learning experiences and specialized instruction led by industry experts.

By charging fees for in-person classes, Canva generates revenue while providing users with tailored and immersive educational experiences. The pricing structure allows Canva to cover the costs associated with organizing and hosting these classes, ensuring their quality and value to the attendees.


Canva’s customer relationships revolve around a self-service approach, supported by resources such as the


Design School, blog, and social media accounts. These channels empower users to create and learn independently while establishing a sense of community and fostering brand loyalty.

In terms of revenue, Canva generates income through the sale of user subscriptions, single-use licensing of content, printing services, and

Design School in-person classes. These revenue streams allow Canva to sustain its operations, expand its services, and continue providing valuable design solutions to a diverse range of users.

Expanding on Canva’s Key Resources and Key Activities

Canva’s success is dependent on its key resources and key activities that enable the platform to provide a seamless and robust graphic design experience. These resources include the design platform itself, IT infrastructure, library of illustrations and photos, staff, design community, and contributor partners.

Additionally, Canva’s key activities encompass graphic design, platform maintenance, product development, marketing and sales, SEO, operations, support, and integrations. In

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