Authors:
Marin Zec
1
;
Peter Dürr
2
;
Alexander W. Schneider
1
and
Florian Matthes
1
Affiliations:
1
Technische Universität München, Germany
;
2
Munich University of Applied Sciences, Germany
Keyword(s):
Business Model Innovation, Business Model Canvas, Business Model Development, Business Model Exploration, Morphological Analysis, Computer-Aided Business Model Design, Computer-Aided Business Model Generation, Group Dynamics.
Abstract:
Finding a viable and sustainable business model is a major challenge not only for startup companies. Established companies are re-thinking their existing business models and explore new business opportunities. The Business Model Canvas is currently one of the most popular frameworks for business model innovation. While computer-aided design (CAD) tools are well-established in mechanical engineering, business model design is still mostly done using pen-and-paper methods. In this paper, we (1) discuss benefits and shortcomings of the Business Model Canvas approach, (2) show how it can borrow techniques from General Morphological Analysis to overcome shortcomings, and (3) derive three key requirements for future collaborative CAD tools for business model design. Our analysis contributes to an understanding of how software support can improve collaborative design and evaluation of business models.