The Business Model Ontology

1
The Business Model Ontology
What?
How?
Who?
PRODUCT
CUSTOMER RELATIONSHIP
User requirements
INFRASTRUCTURE MANAGEMENT
Partnership
Value Proposition
Customer
Relationship
Value Configuration
Capability
Channel
FINANCIAL ASPECTS
Revenue
Cost
Profit
How much?
2
Customer

• Target Customers
• Who are the customers I target?
• SHORT MY IMPORTANT CUSTOMER SEGMENTS
• User requirements
• What need do I seek to satisfy?
• Distribution Channels
• Through which channels do I reach and communicate
  withy my customer segments
• SHORT MAIN DISTRIBUTION CHANNELS
• Relationship
• What kind of relationship do I establish with my
  customer? Transactional? Long term? How do I
  establish and maintain this relationship?
• SHORT THE CHARACTER OF MY CUSTOMER RELATIONSHIPS

Who?
3
Product

• Value Proposition
• What package of products and services do I offer
  my customers
• What is the core value for the customer
• SHORT WHAT DO I OFFER

What?
4
Infrastructure

• Capabilities
• What do I (or my partners) have to be able to do
  in order to implement my business model?
• SHORT MY CORE CAPABILITIES TO SURVIVE
• Value Configuration
• In what kind of (combination of) configuration of
  activities do I function? (value chain, shop,
  network)
• SHORT MY CORE ACTIVITIES TO SURVIVE HOW THEY
  ARE COMBINED
• Partnerships
• What partners do I work with and why?
• SHORT MY ESSENTIAL PARTNERS

How?
5
Finance

• Revenue Model
• How do I make money? Through what kind revenue
  mechanisms do I earn money?
• How do I price they value I offer?
• SHORT MY ESSENTIAL REVENUE STREAMS THEIR
  PRICING
• Cost Structure
• SHORT WHAT ARE MY MOST IMPORTANT COST POSITIONS?
• Profit
• Profitability in the long term?

How much?
6
Business Model XYZ Corp.
Relationship
Partnership
Value Proposition
Capability
Customers
Channel
Value Configuration
Revenue
Cost
Profit
7
Inventing Designing a Business Model in India
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Facts on India Country Data
9
Facts on India Economic Data I
10
Facts on India Economic Data II
11
Facts on India Telecommunications Data
12
Facts on India Transportation Data
13
Business Model TSD Corp.
Relationship
Partnership
Value Proposition
Capability
Customer / Requirements
Channel
Value Configuration
Revenue
Cost
Profit