Page 254 -
P. 254
5 Phases
The business model design process we propose has five phases:
Mobilize, Understand, Design, Implement, and Manage. As previ- Mobilize Understand Design Implement Manage
ously mentioned, the progression through these phases is rarely objective Prepare for a successful Research and analyze Generate and test viable Implement the Adapt and modify the
as linear as depicted in the table on the right. In particular, the business model design elements needed for the business model options, business model prototype business model in response
Understanding and Design phases tend to proceed in parallel. Busi- project business model design eΩort and select the best in the field to market reaction
ness model prototyping can start early in the Understanding phase,
in the form of sketching preliminary business model ideas. Similarly, focus Setting the stage Immersion Inquiry Execution Evolution
prototyping during the design phase may lead to new ideas requiring
additional research—and a revisiting of the Understand phase. description Assemble all the elements for You and the business model Transform the information and Implement the selected business Set up the management struc-
successful business model design. design team immerse yourselves ideas from the previous phase model design. tures to continuously monitor,
Finally, the last phase, Manage, is about continuously managing your Create awareness of the need for a in relevant knowledge: custom- into business model prototypes evaluate, and adapt or transform
business model(s). In today’s climate, it’s best to assume that most new business model, describe the ers, technology, and environment. that can be explored and tested. your business model.
248 business models, even successful ones, will have a short lifespan. motivation behind the project, and You collect information, interview After an intensive business model
Considering the substantial investment an enterprise makes in establish a common language to experts, study potential cus- inquiry, select the most satisfac-
producing a business model, it makes sense to extend its life through describe, design, and analyze and tomers, and identify needs and tory business model design.
continuous management and evolution until it needs complete discuss business models. problems.
rethinking. Management of the model’s evolution will determine
book sections Business Model Canvas (p. 44) Business Model Canvas (p. 44) Business Model Canvas (p. 44) Business Model Canvas (p. 44) Business Model Canvas (p. 44)
which components are still relevant and which are obsolete.
Storytelling (p. 170) Business Model Patterns (p. 52) Business Model Patterns (p. 52) Visual Thinking (p. 146) Visual Thinking (p. 146)
For each process phase we outline the objective, the focus, and Customer Insights (p. 126) Ideation (p. 134) Storytelling (p. 170) Scenarios (p. 180)
which content in Business Model Generation supports that phase.
Visual Thinking (p. 146) Visual Thinking (p. 146) Managing Multiple Business Models Business Model Environment (p. 200)
Then we outline the five phases in more detail, and explain how the (p. 232)
circumstances and focus can change when you are working with an Scenarios (p. 180) Prototyping (p. 160) Evaluating Business Models (p. 212)
existing business model in an established organization. Business Model Environment (p. 200) Scenarios (p. 180)
Evaluating Business Models (p. 212) Evaluating Business Models (p. 212)
Business Model Perspective
on Blue Ocean Strategy (p. 226)
Managing Multiple Business Models
(p. 232)
!"#$%&'(%)*+(%,,---.8: /012013---2482-67
