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Mobilize

Prepare for a successful business
model design project

activities critical success factors key dangers Crucial activities in this first phase include assembling the project
250 team and gaining access to the right people and information. While
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You may want to start doing some preliminary testing of the basic
The main activities of this first phase are framing the project objec- business idea during the mobilization phase. But since the potential
tives, testing preliminary ideas, planning the project, and assembling of a business idea depends heavily on the choice of the right business
the team. model, this is easier said than done. When Skype launched its busi-
ness, who would have imagined it would become the world’s largest
How objectives are framed will vary depending on the project, but long-distance call carrier?
this usually covers establishing the rationale, project scope, and
main objectives. Initial planning should cover the first phases of a In any case, establish the Business Model Canvas as the shared
business model design project: Mobilize, Understand, and Design. language of the design effort. This will help you structure and present
The Implementation and Management phases depend heavily on preliminary ideas more effectively and improve communications. You
the outcome of these first three phases—namely the business model may also want to try weaving your business model ideas into some
direction—and therefore can only be planned later. stories to test them.

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