This is a journey map for start up companies to construct their business model narrative concretely by simulating and brain-storming from Stage 1 to Stage 9.

1. Business Idea
Pionner?
Tweaker?
Settler?
Single Play?
Free-Rider?
Two-Timer?
No
Pass!
Pass!
Pass!
Pass!
Pass!
STAGE 3 STAGE 2 STAGE 1
Business Model Game
Journey Map
2. Do we have the right team
members to realize this
business idea?
10. What are the potential marketing
actions that can be undertaken before
launching the product/service?
9. Do any of the team members have a
noteworthy background or Does the product
or service have a unique point of difference
which could create a buzz among potential
customers before launching?
11. Who are the external players
(persons, institutions, organizations,
companies) help the team pursue
their business plan?
12. Who are the key stakeholders that
are involved or directly participating
in the business model and what kind
of give and take relationship is formed
among them?
13. What are the potential revenue
sources to be generated from the
various stakeholder relationships
that are part of the Key Processes?
14. Excluding the human resources of
team members (fixed cost), what
other input resources necessary to
commercialize the business idea?
15. What is the actual cost of these key
resources needed?
8. What is the product/ service’s key value
proposition which could provide for the
customer’s unmet need?
7. Who is our target customer base?
What are their unmet potential needs?
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www.businessmodelgame.com
1. What is the key concept of this
Team
Pass!
Pass!
Pass!
Pass!
Pass!
Market
business idea?
3. Once the business idea is
selected, which market
segment should we position
our product/service in?
What is the size of this market?
Relplacement
4. Who are the direct
competitors/potential
substitutes of our
product/service?
5. What type of market
penetration strategy fits our
product/service?
What strategic channels can be
deployed for this type of market
strategy?
Direction
Differentiation
STAGE 7
STAGE 9 STAGE 8
STAGE 4~6
Booster Supporter
Buzz Maker
Product
Unmet Needs
Customer Segment
Key Process
Revenue Stream
Key Resource
Cost Struncture
With Who?
Market
Positioning?
Job To Be Done?
Value
Proposition?
Psychographic?
Demographic?
Market
Sizing?
" Creating a business model is a lot like writing a new Story.
The story’s plot may turn on one of two links in the generic business
value chain" - by Joan Magretta
Offering