{"id":2336,"date":"2024-03-20T12:43:05","date_gmt":"2024-03-20T12:43:05","guid":{"rendered":"https:\/\/mobilizingphd.com\/?p=2336"},"modified":"2025-10-14T06:05:43","modified_gmt":"2025-10-14T06:05:43","slug":"lesson-7-business-model-munich","status":"publish","type":"post","link":"https:\/\/mobilizingphd.com\/index.php\/2024\/03\/20\/lesson-7-business-model-munich\/","title":{"rendered":"Lesson 7 &#8211; Business models"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">Are you excited for Munich?<\/h3>\n\n\n\n<h3 class=\"wp-block-heading\">Watch this interview<\/h3>\n\n\n\n<p>George and Jeroen discuss how to sketch out an initial overview of your business model<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Lesson 7 - Business Model [Mobilizing PhD]\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Ud6SFjQyMI8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><em>&nbsp;<\/em>Time required: 21 minutes<br><em>PRO TIP: click below to download an AUDIO ONLY version so that you can listen on the go!<\/em><\/figcaption><\/figure>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-align-center wp-element-button\" href=\"https:\/\/drive.google.com\/file\/d\/1q346um4NrTvpU-Zdvxjg5s8Y7mDT4otH\/view?usp=sharing\">\ud83d\udd0a Audio Only<\/a><\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\"> Business Model Mapping<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">Required ingredients for this lesson<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Initial customer segment alpha version defined<\/li>\n\n\n\n<li>Solution alpha version defined<\/li>\n\n\n\n<li>Value proposition alpha version define<\/li>\n\n\n\n<li>Revenue model alpha version defined<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Outcome of this lesson<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identify what parts you need to arrange to let your business function<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Mindset<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What is the simplest business model that I can pull off?<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Format<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Business Model Toolkit (miro template). You can then paste a screenshot into your <em>Journey Scrapbook<\/em>.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><em>Instructions<\/em> &gt;<\/h4>\n\n\n\n<p>In the previous lesson you designed your revenue model. Now you almost have all the puzzle pieces required to design your full startup. We will do this in a systems thinking approach, making a map of how values transfer in your mini-ecosystem that is your startup, including customers and suppliers.<\/p>\n\n\n\n<p>We use the&nbsp;<a href=\"https:\/\/mobilizingphd.us17.list-manage.com\/track\/click?u=d44e08f974365aa4796b3c524&amp;id=5e752ca28f&amp;e=a6b0ad6095\" target=\"_blank\" rel=\"noreferrer noopener\">Business Model Toolkit<\/a>&nbsp;(not to be confused with the Business Model Canvas). This is best explained with some examples:<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-ast-global-color-1-color\"><em>Example: Spotify<\/em>:<\/mark><\/h5>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"938\" height=\"680\" src=\"https:\/\/mobilizingphd.com\/wp-content\/uploads\/2024\/03\/unnamed.png\" alt=\"\" class=\"wp-image-2337\" style=\"width:910px;height:auto\" srcset=\"https:\/\/mobilizingphd.com\/wp-content\/uploads\/2024\/03\/unnamed.png 938w, https:\/\/mobilizingphd.com\/wp-content\/uploads\/2024\/03\/unnamed-300x217.png 300w, https:\/\/mobilizingphd.com\/wp-content\/uploads\/2024\/03\/unnamed-768x557.png 768w\" sizes=\"(max-width: 938px) 100vw, 938px\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/mobilizingphd.us17.list-manage.com\/track\/click?u=d44e08f974365aa4796b3c524&amp;id=7603db6c65&amp;e=a6b0ad6095\" target=\"_blank\" rel=\"noreferrer noopener\">Extra explanation<\/a><\/figcaption><\/figure>\n\n\n\n<h5 class=\"wp-block-heading\"><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-ast-global-color-1-color\">Example: AirBnB<\/mark><\/em><\/h5>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"724\" src=\"https:\/\/mobilizingphd.com\/wp-content\/uploads\/2024\/03\/unnamed-1-1024x724.png\" alt=\"\" class=\"wp-image-2338\" srcset=\"https:\/\/mobilizingphd.com\/wp-content\/uploads\/2024\/03\/unnamed-1-1024x724.png 1024w, https:\/\/mobilizingphd.com\/wp-content\/uploads\/2024\/03\/unnamed-1-300x212.png 300w, https:\/\/mobilizingphd.com\/wp-content\/uploads\/2024\/03\/unnamed-1-768x543.png 768w, https:\/\/mobilizingphd.com\/wp-content\/uploads\/2024\/03\/unnamed-1.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/mobilizingphd.us17.list-manage.com\/track\/click?u=d44e08f974365aa4796b3c524&amp;id=f916e88637&amp;e=a6b0ad6095\" target=\"_blank\" rel=\"noreferrer noopener\">Extra explanation here<\/a> <\/figcaption><\/figure>\n\n\n\n<p>In my experience teaching this lesson, these two examples are quite self-explanatory, but if you want to dive deeper, click the<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-ast-global-color-1-color\"> extra explanation<\/mark> links underneath the images.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">The task for this lesson:<\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Map out your business model using the&nbsp;<a href=\"https:\/\/mobilizingphd.us17.list-manage.com\/track\/click?u=d44e08f974365aa4796b3c524&amp;id=9bff1eb9af&amp;e=a6b0ad6095\" target=\"_blank\" rel=\"noreferrer noopener\">Business Model Toolkit<\/a>&nbsp;in Miro. Copy the template.If you are new to Miro,&nbsp;<a href=\"https:\/\/mobilizingphd.us17.list-manage.com\/track\/click?u=d44e08f974365aa4796b3c524&amp;id=9fc721835d&amp;e=a6b0ad6095\" target=\"_blank\" rel=\"noreferrer noopener\">acquaint yourself<\/a>&nbsp;with the software.<\/li>\n\n\n\n<li>If you want some feedback of your map, you can Slack me (Jeroen Coelen) for some pointers<\/li>\n\n\n\n<li>Identify the weak spots in your business model You probably have about 3 to 6 nodes in your business model. You have many things being transferred between those nodes For each of the nodes and each of the things transferred, ask yourself:\n<ul class=\"wp-block-list\">\n<li>How much evidence do I have that this works? <strong>&nbsp;<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>1 = no evidence this works &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 5 = I\u2019ve prototyped it works<\/strong> <\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><em>E.g.: For your customer, do you already have people saying yes to a pilot? That\u2019s 4\/5. Havent\u2019 spoken to your customer, unsure this person exist? 1\/5<\/em>Put a post it with a number, ranking 1 to 5 for each element in your business model.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Make a list of the lowest scoring elements of your business model. These are your weak spots. This is what we will need in Munich<\/li>\n<\/ol>\n\n\n\n<p><em>Example:<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"427\" src=\"https:\/\/mobilizingphd.com\/wp-content\/uploads\/2024\/03\/unnamed-2-1024x427.png\" alt=\"\" class=\"wp-image-2339\" srcset=\"https:\/\/mobilizingphd.com\/wp-content\/uploads\/2024\/03\/unnamed-2-1024x427.png 1024w, https:\/\/mobilizingphd.com\/wp-content\/uploads\/2024\/03\/unnamed-2-300x125.png 300w, https:\/\/mobilizingphd.com\/wp-content\/uploads\/2024\/03\/unnamed-2-768x321.png 768w, https:\/\/mobilizingphd.com\/wp-content\/uploads\/2024\/03\/unnamed-2.png 1514w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Are you excited for Munich? Watch this interview George and Jeroen discuss how to sketch out an initial overview of your business model Business Model Mapping Required ingredients for this lesson Outcome of this lesson Mindset Format Instructions &gt; In the previous lesson you designed your revenue model. Now you almost have all the puzzle [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":2374,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[6],"tags":[],"class_list":["post-2336","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lessons"],"_links":{"self":[{"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/posts\/2336","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/comments?post=2336"}],"version-history":[{"count":4,"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/posts\/2336\/revisions"}],"predecessor-version":[{"id":2416,"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/posts\/2336\/revisions\/2416"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/media\/2374"}],"wp:attachment":[{"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/media?parent=2336"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/categories?post=2336"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/tags?post=2336"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}