Without the guarantee for product return or company ownership, circular alternatives can have a higher perceived financial risk than linear alternatives. Therefore, it is essential to start at the business model to create preconditions for a circular system and develop propositions consumers are willing to pay for. This requires a shift in thinking, in which products are merely seen as tools to accomplish a desired outcome. This thesis explores how business model generation can steer circular system and product design. Based on a literature study, the thesis proposes a revised business model canvas which can be used as a tool in circular economy projects. The case study focusses on kitchen appliances for working mothers. Based on three different business models, food processor redesigns are developed to explore how business models steer system and product design.