in progress: business model prototyping as a methodology v03

Business Model Prototyping as a methodology

Tsuyoshi AmanoCentral Saint Martins

Contents• Dimensions of business model prototyping• Dimensions of prototyping• Sub-dimensions of prototyping• Purpose• Process• Context• Engagement

• Reflection on the theoretical model• Business model prototyping as a methodology

Dimensions of business model prototyping

Dimensions of business model prototyping

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Purpose

Process

Engagement

Context

Sub-dimensions of prototypingPurpose

Exploration

Evaluation

Persuasion

Process

Position in design process

Process in prototyping

Context

Participants

Environment

Culture

Engagement

Fidelity

Scope

Representation

Purpose

Exploration

Evaluation

Persuasion

ProcessDesign Process

Reflection

Prototyping Process

Key points• Business Model Prototyping

(BMP) has two levels (Managerial level and designer level (reflection)

• BMP is a core of design process, which can spread the entire design process

Context Culture

Participants

Environment

PrototypesEngagement

Organisational Culture

MindsetInternal

External• Customer

s• Clients• Partners• Exports

• Senior executives• Business

managers• Marketers• Front-end

employees

Virtual or real settings?

Power relations

How many prototypes?

Engagement

Fidelity(minimum fidelity)

Simplicity Inclusivity

Representation

Form Interactivity

Scope

BreadthDepth

EngageParticipants

Reflectionon the theoretical model

Purpose

Process

Engagement

Context

Business model prototyping as a methodology

The business model prototyping methodology is a guideline for configuring interdependent business components exploring viable business models by gaining feedback through designing and implementing business model prototypes.

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Appendices

A detailed model of the process

Understand

Ideate Mobilise

Develop Implement

Managerial Level

Designer Level

ReflectionAnalysis Build

Design

Run

Discontinuous Change

(Pivot)

Monitor

Design Process

Complex reality

A framework of business models

Value

CREATE

CAPTUREDELIVER

Complex reality

Business Model

Business model canvas

Archetypes

Narratives

Simple

Holistic

Examples

Minimum viable products

Business model prototypes (representations of business models)

References: Baden-Fuller, C. & Morgan, M.S. (2010)

Business Models as Models. Long Range Planning, 43 (2–3), pp.156–171.

Massa, L. & Tucci, C.L. (2013) Business model innovation. In: The Oxford Handbook of Innovation Management. Oxford University Press, pp.420–441.