Business Model Generation

Business Model Generation is a practical, inspiring handbook for anyone striving to improve a business model---or craft a new one. CHANGE THE WAY YOU THINK ABOUT BUSINESS MODELS Business Model Generation will teach you powerful and practical innovation techniques used today by leading companies worldwide. You will learn how to systematically understand, design, and implement a new business model - or analyze and renovate an old one. CO-CREATED BY 470 STRATEGY PRACTITIONERS Business Model Generation practices what it preaches. Coauthored by 470 Business Model Canvas practitioners from forty-five countries, the book was financed and produced independently of the traditional publishing industry. It features a tightly integrated, visual, lie-flat design that enables immediate hands-on use. DESIGNED FOR DOERS Business Model Generation is for those ready to abandon outmoded thinking and embrace new, innovative models of value creation: executives, consultants, entrepreneurs---and leaders of all organizations. Disruptive new business models are emblematic of our generation. Yet they remain poorly understood, even as they transform competitive landscapes across industries. Business Model Generation offers you powerful, simple, tested tools for understanding, designing, reworking, and implementing business models.

Alexander Osterwalder (Lausanne, Switzerland; alexosterwalder.com; businessmodelgeneration.com) is a speaker, workshop facilitator and strategy consultant to organizations in 20 countries on all continents. Besides his speaking engagements, Dr. Osterwalder focuses on executive training in the domain of business model development and innovation. He writes a popular blog on business model innovation at www.businessmodelalchemist.com. Organizations that use the business strategy described in Business Model Generation include 3M, Ericsson, IBM, Telenor, Capgemini, Deloitte, and many more. Yves Pigneur, PhD, (Lausanne, Switzerland; http: hecshost.unil.ch/ypigneur/) is a professor of business and head of the Information Systems Institute of the University of Lausanne, Switzerland. He has held visiting professorships at Georgia State University in Atlanta, Hong Kong University of Science and Technology, and University of British Columbia in Vancouver. Dr. Pigneur is the chairperson of several conferences (IFIP, ISDSS, AIM). His research has been published in over fifty books, refereed journals and conference proceedings.

1 Canvas Definition of a Business Model 14 The 9 Building Blocks 16 The Business Model Canvas 44 2 Patterns Unbundling Business Models 56 The Long Tail 66 Multi-Sided Platforms 76 FREE as a Business Model 88 Open Business Models 108 3 Design Customer Insights 126 Ideation 134 Visual Thinking 146 Prototyping 160 Storytelling 170 Scenarios 180 4 Strategy Business Model Environment 200 Evaluating Business Models 212 Business Model Perspective on Blue Ocean Strategy 226 Managing Multiple Business Models 232 5 Process Business Model Design Process 244 Outlook Outlook 262 Afterword Where did this book come from? 274 References 276