in progress: business model prototyping as a methodology v03
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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.