The document discusses business models in private banking. It describes 9 components that make up a business model: clients, client segments, offer, client relationships, revenue flows, key resources, key activities, partner network, and cost structure. It then outlines a 5 step process for business model design and innovation: visualize, assess, innovate, plan, and implement. The goal is to understand existing business models, identify strengths and weaknesses, develop improvements and new opportunities, create a project roadmap, and execute the new business model.