Map the business
We map the current state of the business in terms of the business model. The mapping states, in a dispassionate fashion, what is currently in place. The aim is to state the facts. Not to evaluate. Not to propose what could be. Not to go into solution mode.
Why do we map the business
The business is viewed in a structured manner; this reduces complexity and ambiguity
It represents a consistent view of the business that can be communicated to various stakeholders, e.g. employees, shareholders, funders etc