Ein Geschäftsmodell (Business Model) kann anhand
von neun grundlegenden Bausteinen (Blocks)
Diese neun Blöcke decken vier relevante Kernbereiche
eines Unternehmens ab:
1. den Kunden,
2. das Angebot (Produkt/Service),
3. die Infrastruktur und
4. die langfristige Finanzierbarkeit.
Customers are the reason for an
No organization survives long without
paying customers (B2B / B2C)
Mass market – one large group comprising only one segment
Niche market – specific,specialized customer group
Segmented – slightly different customer groups
Diversified – multiple unrelated customer segments
VALUE PROVIDED: convenience,
price, design, brand/status, cost
reduction, risk reduction.
Designing an innovative customer
value proposition begins with
genuinely understanding the
The premise is simple: customers
don't really buy products. They "hire"
them to do a job. Instead of asking
what products customers want to
buy, ask what fundamental problems
they hope to address.
Prof. Luc de Brabandere: “What managers can learn from great philosophers"
Describes the bundle of products or
services that create value for a specific
• What value do we deliver to the
• Which customer needs are we
• What are we offering to each customer
PRODUCT MARKET FIT
A startup is not a smaller version of a
“A startup is a temporary organization
in search of a scalable, repeatable,
profitable business model” -Steve Blank
1. Create awareness for service/
2. Helping customers evaluate the
3. Help potential customers to
4. Deliver value to customer
5. Ensure post-purchase satisfaction
Personal, Automated or self service?
Co-creating products or services with
customers (i.e. Amazon, YouTube etc.)
Evaluating: the “Net Promoter Score (NPS)”
Organizations must know:
1. what will customer pay
2. accept payment in ways customer prefer
Two categories of revenue:
1. one-time customer payments
2. recurring payments
Outrage sale, lease or rent, service or usage
fee, subscription fees, licensing, brokerage
Describes the most important assets
required to make a business model work
Can be physical, financial, intellectual, or
Key resources can be owned or leased by the
company or acquired from key partners
Describes the most important things a
company must do to make its business
• For PC manufacturer Dell, key activities
include supply chain management.
• For consultancy McKinsey, key activities
include problem solving.
Describes the network of suppliers and
partners that make the business model work
Types of partnerships:
Strategic alliances between non-competitors,
Joint ventures to develop new businesses,
Buyer-supplier relationships, Coopetition:
strategic partnerships between competitors
Describes all costs incurred to operate a
I would like to help VP people CS through these activities KA
What is the
Which of our
are we helping to
needs are we
What are the Key
Features of our
product that match
do our Customers
Segments want to be
What Key Activities
do we require?
What Key Resources
do we require?
Financial? IP? HR?
What Job do they
want us to get done
Who are our most
What are their
Who are our Key
Who are our key
What are we getting
from them? Giving
How do we make money?
What’s the revenue model? Pricing tactics?
What are the most important costs
inherent inner business model? Fixed? Variable?
How will we
Get, Keep and Grow