Table of Contents

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

About the Author

Alexander Osterwalder (Lausanne, Switzerland;alexosterwalder.com; businessmodelgeneration.com) is a speaker,workshop facilitator and strategy consultant to organizations in 20countries on all continents. Besides his speaking engagements, Dr.Osterwalder focuses on executive training in the domain of businessmodel development and innovation. He writes a popular blog onbusiness model innovation at www.businessmodelalchemist.com.Organizations that use the business strategy described in BusinessModel 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 andhead of the Information Systems Institute of the University ofLausanne, Switzerland. He has held visiting professorships atGeorgia State University in Atlanta, Hong Kong University ofScience and Technology, and University of British Columbia inVancouver. Dr. Pigneur is the chairperson of several conferences(IFIP, ISDSS, AIM). His research has been published in over fiftybooks, refereed journals and conference proceedings.

Reviews

an impressivelycomprehensive compendium of many of the most current ideasconcerning the structure and development of businesses.'(Anglohigher.com, May 2011). ... this handbook islikely to prove an excellent help for evaluating businessmodels . (Anatello.com, July2011).