1. Business Design and Innovation Circle
Business Modeling for Start-ups
Dr Erwin Fielt
e.fielt@qut.edu.au
Information Systems School
Queensland University of Technology
Wednesday, 9th of May 2012

2. Business Design and Innovation Circle
(Brisbane, Australia)
 Organizers:
 Michael Eales
 Alan Scott
 Erwin Fielt
 Harpreet Singh
 Matt Kelly
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3. Business models?
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4. Business models!
 Sell the car
 Sell car parts
 Rent the car out
 Taxi
 Advertising
 Mobile coffee bar
 Racing
 First prize in a lottery
 ...
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5. Source: Hugh MacLeod (http://www.gapingvoid.com/ )
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6. What about Gillette?
Razor and blade
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7. What about SouthWest Airlines?
Low-cost carrier
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8. What about Google Search?
Keyword advertising and auctioning
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9. What about Threadless?
Customer is the company
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10. Business model
 A business model describes the value logic of an organization in
terms of creating and capturing customer value
 The central element is the value proposition: the value (or
benefits) the provider promises to deliver to the customers
 Often the focal organization is part of a business network, which
needs to be taken into account.
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11. How can you ............. a business model in a
holistic and systematic way?
• Describe • Analyse
• Design • Innovate
• Communicate • Etcetera
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12. Business model frameworks
 The Business Model Canvas (Osterwalder & Pigneur)
 The Four-Box Business Model (Johnson)
 The STOF model (Bouwman, De Vos & Haaker)
 Business Model Schematics (Weill & Vitale)
 Technology/market mediation (Chesbrough & Rosenbloom)
 Entrepreneur’s business model (Morris, Schindehutte & Allen)
 e3-value (Gordijn & Akkerman)
See also the whitepaper “Understanding business models” (Fielt, 2011),
available via http://eprints.qut.edu.au/41609/
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13. Business Model Canvas
Business Model TV, http://www.youtube.com/watch?v=QoAOzMTLP5s
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14. Visualisation
Source: Business models Inc (2010)
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15. Business Model Canvas Sheet
www.businessmodelgeneration.com
Source: Osterwalder & Pigneur (2009)
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16. Business Model Generation Book
www.businessmodelgeneration.com
Download a free 72 pages preview!
Source: Osterwalder & Pigneur (2009)
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