9 Steps Toward a Better Business Model

Why do I want to read the book? Because I want to know why I succeed in my business and what exactly it is that makes me successful. This book expands the available literature on the Business Model Canvas (BMC) with one facet, with direct and simple instructions for using the BMC in everyday life, in practice — as an entrepreneur and manager. Just over 10 years ago, Alexander Osterwalder gave us an excellent opportunity to present business models with his book »Business Model Generation«. But some entrepreneurs are stumped after applying the business model canvas (BMC). They presented their business models with the BMC, and now, they don't know what to do with them? Other entrepreneurs feel validated and satisfied: Yes, this is what their business models look like; they have explained all the building blocks wholly and carefully and filled in all fields »dutifully«. These two groups have in common that they do nothing more with the BMC. Some don't know their stuff, and others are satisfied with their work and with what's available. What do I do with a completed BMC? What is the key benefit? I'll discuss this in more detail in this BMC monograph. I could think about how to modify my business model. I can then see whether the change will improve something and whether new business areas, target groups, products can be developed and offered as a result. There is a potential encyclopedia behind all the building blocks. I can use this information to operate as it is, but also to improve and, above all, to innovate. The BMC is not primarily used to document the business model but is comparable to a playing field where I can try out new plays before I rebuild my business. I can check in advance, at the green table, whether it could work, how it could work and what I would need to change. I can calculate, and I know what questions I need to ask (e.g. future customers) to assess my chances of success. This monograph is an attempt to make this ingenious method accessible to many more people. It is the beginning of a comprehensive mission: the use of this »dashboard« is intended to make new opportunities visible to entrepreneurs.