Osterwalder und Pigneur discuss the idea of business model patterns in Business Model Generation (p. 53 ff). These patterns describe business models with similar characteristics, similar arrangements of the building blocks or similar behaviours. The authors discuss five patterns:
Unbundling Business Models
For the purposes of a sample workshop within this Capstone Project, we will focus on the Unbundling pattern.
The concept of the “unbundled” corporation holds that there are three fundamentally different types of businesses: customer relationship business, product innovation businesses and infrastructure businesses. Each type has different economic, competitive and cultural imperatives. The three types may co-exist within a single corporation, but ideally they are “unbundled” into separate entities in order to avoid conflicts or undesirable trade-offs.
Note, that although Osterwalder and Pigneur refer to business model types, our table shows the heading Version. This a hint to the way in which we will support workshop interaction, but more on that later.
We will borrow the two examples from the book to provide sensible content for our exercises.
Description of Business Model
The interested reader is referred to or to to properly understand the concept of unbundling business models. For our purposes, we have enough information to start.