O presente estudo procurou descrever como utilizar o Business Model Generation em aulas de empreendedorismo, objetivando apresentar a metodologia utilizada para aplicar o modelo em sala de aula e a percepção dos alunos sobre o uso de um modelo prático durante o aprendizado. A fundamentação teórica realizada versou sobre o modelo em si e seus antecedentes, sendo na sequência descrita a aplicação do Business Model Generation na disciplina de empreendedorismo na Faculdade de Economia e Administração da Universidade de São Paulo. Foi realizada uma pesquisa qualitativa com os grupos de alunos, no total de quatorze, verificando-se que os mesmos aprovaram a iniciativa, sendo ressaltados pontos fortes e fracos da utilização do modelo em sala de aula. Além disso, apresentou-se a percepção dos docentes sobre a utilização do modelo. Trata-se de um estudo descritivo, qualitativo, considerado como um caso de ensino. Poderá contribuir com docentes de graduação na decisão de utilizar o modelo em sala de aula, além de promover o início de pesquisas de temas relacionados ao modelo, uma vez que ainda são poucos os esforços acadêmicos realizados nesse sentido.

This study seeks to identify the main specificities of Civil Society Organizations and how such specificities (aspects that facilitate or difficult) affect the strategic planning process within those organizations. The purpose of the research is exploratory, descriptive, with a qualitative approach. Data were collected through the use of questionnaires answered by the Coordinator of the Ronald McDonald House São Paulo. The questionnaires identified the institution according to the international classification of nonprofit organizations (ICNPO). The matters addressed in the questionnaires included the annual revenue, the number of collaborators, how the identified specificities of nonprofit organizations have influenced the planning process, information on previous planning, and to what extent, if any, the strategic plan implemented contributed to improve any of the institution's strategic issues. Collaborators show high willingness to engage in the strategic planning provided that it does not interfere with their daily work; otherwise, the planning process will be put aside. Positive results are attained mostly in respect of management issues. Relevant specificities influenced the planning process according to the institution's organizational maturity or due to some specific circumstance. The Ronald McDonald House has a good level of maturity and excellently fulfills its purpose. The main specificities influencing the planning refer to: Knowledge Management, Partnerships; Project Management; Fundraising; Sustainability; Financial Management; Legitimacy; Human Resources; Volunteer Management. Interviews were used to determine how the specificities most referred to during the data collection process influenced (by facilitating or complicating) the development of the institution's strategic planning. The study concluded that such specificities vary according to changes in circumstances, projects and budgetary availability at the time of developing the planning documents. The Ronald McDonald House initially focused on Legitimacy, securing financial support from sponsor institutions, and implementing sound financial management. At a subsequent stage, the planning focus was influenced by Human Resources and Volunteer issues, as the institution has an adequate number of employees who need continuous technical training and there is an unending demand for volunteer work for the projects. Upon an increase in the institution's activities, the needs of project management have been marked as most important because of the institution's limited manpower. A sound financial management, a tendency to develop projects with the local community and to further the process of establishing partnerships stand out from among the key findings of the research. Future studies seeking to compare CSOs of varying size operating within the same segment as the institution are recommended.