Update of Model C, led by Move Social, was the result of collective work and represents a significant step forward for the Brazilian impact ecosystem 

Originally launched in 2018, Model C – a modeling and strategic management tool created to support social and environmental impact businesses – has been updated, and Version 2.0 was launched during the 2025 More Impact Forum, held in March in São Paulo. The update is the result of a highly collaborative project led by Move Social, developed with technical support from Sense-Lab and financial backing from Fundo Vale, the Boticário Foundation, the Sabin Institute, the Institute for Business Citizenship (ICE) and the Amazon Impact Accelerator. Model C 2.0 incorporates lessons learned by hundreds of entrepreneurs, accelerators, investors and universities over the last six years. 

“What we are presenting now is the result of a lot of listening and real practice. We started with the contributions of those who actually use Model C in the field – entrepreneurs, accelerator managers, investors and researchers. Based on this, we carried out a wide-ranging review and tested it with various players in different locations, until we arrived at this new proposal, which is still public, free and accessible,” explains Antonio Ribeiro, partner and consultant at Move Social. 

More than just a framework, Model C integrates its Theory of Change with a Business Model Canvas, enabling the joint development of the operational, commercial and impact dimensions of a business. It is a tool that favors both initial planning and diagnoses at advanced stages of operation, as well as promoting ongoing management and evaluation practices. 

Since its launch, Model C has gained significant ground in the modeling journeys of more than 500 impact businesses and has been incorporated by several leading initiatives in the sector, including the Amazon Impact Accelerator and Fundo Vale itself. 

“Version 2.0 of Model C reflects the evolution of the social and environmental impact sector in Brazil and it represents a collective delivery that we are very proud to be part of. By supporting this new phase, Fundo Vale is strengthening a tool that expands the capacity of businesses to generate major impacts, with quality, innovation, financial viability, measurement and purpose,” says Nathalia Cipoleta of Fundo Vale’s Strategy, Management and Impact Area. 

The tool is also widely used by accelerators such as Climate Ventures, Semente Negócios and Impacta Nordeste; universities such as the University of São Paulo and University of Brasília; and training courses such as those offered by the Ecological Research Institute and Amani Institute.  

Version 2.0: Greater clarity and ability to measure impact 

In its new version, Model C offers a structured response to the real demands of the impact ecosystem, identified from intensive use by accelerators and businesses in multiple regions of Brazil. It now provides clearer guidelines, closer links between the model’s components, and auxiliary tools to facilitate its application by both beginners and projects in the expansion phase. 

According to Mariano Cenamo, CEO of the Amazon Impact Accelerator and founder of the Amazon Conservation and Sustainable Development Institute (Idesam), the usefulness of Model C lies in its ability to combine its impact thesis and business model with strategic depth. “We use Model C in our pre-acceleration workshop. It helps us make a robust diagnosis, understand the demands of the businesses and plan the phases of the program. For investees, the model serves as the basis for the acceleration plan, with KPIs and impact targets. It is one of the pillars of our work, and we see the possibility of deepening it even further,” he says. 

In fact, the journey to expand Model C goes beyond reformulating its content. Version 2.0 will be rolled out internationally, with translations into Spanish and English already under way, in line with outreach efforts in other Latin American countries and other international ecosystems. 

A multidimensional tool for transformation 

Businesses at different stages of maturity have used Model C not only to consolidate their value proposition and impact, but also as a tool to facilitate strategic decisions, communicate their thesis to investors and strengthen the internal management of teams. 

Victor Augusto Moreira, coordinator of the Amazon Journey at the CERTI Foundation, highlights the role of Model C in the bioeconomy “The tool is present from the initial stages of business conception to the moment of expansion. It helps align future vision, impact goals and growth guidelines, integrating market and impact,” he says. 

Vivian Chun, founder of agroforestry cosmetics firm MOMA, says that Model C directly contributed to structuring and validating her company’s purpose. “It offers a comprehensive view of the business, both what we already do and future possibilities. It’s like a map that guides our strategic and operational decisions,” she says. 

According to Aurélia A. Melo of Viggas Co.Lab, who is a member of the Coalition for Impact in Porto Alegre, the tool’s value lies in the proposed coherence between intention and action. “Model C reinforces the link between impact strategy, value generation and the structure that supports it all. It’s a methodology that helps make what we call ‘intentional positive social and environmental impact’ concrete,” she says. 

Next steps 

Now that the new version has been launched, Move Social and Model C’s partners are planning a strategic agenda for the coming months, including the following: 

• Training days for organizations that want to implement the tool in their programs; 

• Continuous updates to the methodology, incorporating new lessons learned from practice; 

• International outreach and dissemination in Latin America; 

• Expansion into new ecosystems, aligning with global impact investment networks. 

A tool by everyone, for everyone 

Version 2.0 of Model C can now be downloaded free of charge. At the moment there is only a Portuguese version, but it will soon be available in Spanish and English as well. Its open and collaborative nature remains one of its distinctive advantages, fostering best practices and collective work in the impact business field.