How to design business models in B2B settings and prepare your offer for sales.

1. Business Model
Profiling
by Dr. Thorsten Lambertus
By Willi Heidelbach (Flickr: Puzzle2) [CC-BY-2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons
Business Model
Profiling

2. business model
definition of a business model:
• it is a set of interrelated variables that defines how
a company creates, delivers and captures value

3. problem statement
Scenario 1: Company A’s R&D lab has developed a technology. A
now searches for a customer B that benefits from buying a product
based on this technology. There are 3 different potential customers,
but initially A wants to focus only on one.
A B?
B?
B?
product
How does A decide upon its business model?

4. problem statement
Scenario 2: Company A has developed an innovative component for
company B’s product. B sells the product to consumer C.
A Bcomponent
How does A decide upon its business model?
Cproduct

5. business model design
Copyright: Orange Hills GmbH. All rights reserved. Inspired by www.businessmodelgeneration.com

6. business model design
design a business model that..
• aligns all of its dimensions
• creates synergies with external ecosystem
• is adaptive / avoids lock-in effect
• possesses an unfair advantage
• creates virtuous cycles
(Casadesus-Masanell, Ramon, and Joan E. Ricart. "How to design a winning business model." Harvard Business Review
89.1/2 (2011): 100-107.)
https://de.slideshare.net/thorbularaza/business-models-work-like-football

7. business model profiling
1
Company A needs to
anticipate a company
B's business model
2
create a PROFILE of
company B that solves the
puzzle best

8. business model profiling
Company
A?
?
? ?
• define resources, channels,
processes of a potential
company B that solve the
business model puzzle
• consider your company as a
partner
• search for a company B fitting
the correspondig profile
• replace company B with a
real name and schedule a
meeting

9. business model design
design your business model that integrates with your
customer's business model
!
!
!
company B company A

10. For questions and feedback please contact
!
!
Dr. Thorsten Lambertus
!
Intrapreneurship
and Business Design
!
Fraunhofer
Venture
!
thorsten.lambertus@fraunhoferventure.de
!
@tholambertus