The brief summary of the research on how to prototype business models. The key elements of business model prototyping are: iterative and agile learning, complexity, tangibility and synthesis.

1. RESEARCH ON
BUSINESS MODEL
PROTOTYPING
Tsuyoshi Amano
Central Saint Martins

2. Table of Contents
• Research Interest
• Four elements of business model prototyping (from literature
review)
• Summary
• Key questions for next step
• Key areas for case studies

3. Research Interest
How can we test/explore
(prototype) possibly viable
business models?

4. The four elements of
Business Model Prototyping
from literature review

5. Complexity
Prototyping of business
models has to resolve the
complexity of the business.

6. The agility and iteration
accelerate your learning and
help to embrace uncertainty
Agility

7. Tangibility
The tangibility makes it easier
to evaluate the abstract model.

8. Synthesis
New models will be created
through synthesis of the
learning outcomes.

9. Complexity
Agility
Tangibility
Synthesis
Summary:
THE FOUR
ELEMENTS

10. Key questions for the next step
How to respond to
the results (How to
synthesise them)
How to evaluate the
result of the
test/exploration
How to actually
test/explore
possible business
models

11. Key areas for
case studies
The
Comprehensive
model
Design &
Innovation
Service Design
& Innovation
Social
Innovation &
Public Sector
Digital &
Interaction
Innovation
Innovation
Service &
Growth
Strategy

12. Thank you for reading and I hope to have time for further
discussion with you!