Business Model Canvas Synthesis Process from DEMO Construction

Model

Novandra Rhezza Pratama and Junichi Iijima

Department of Industrial Engineering and Economics, Tokyo Institute of Technology, Tokyo, Japan

Keywords: Function, Construction, Business Model Canvas, DEMO Construction Model, Decision Tree.

Abstract: The notion of a system can be represented in two ways, as a function or as a construction. A transformation

can occur between them. Function can be represented by Business Model Canvas (BMC) and construction

can be represented by DEMO Construction Model (DEMO CM). To find a new BMC, we can apply these

phases; transform existing BMC into DEMO CM, manipulate it into a new CM, and transform it back into

new BMC to create a new business. The transformation from BMC to DEMO CM is already provided,

however, it only explains about DEMO CM generation from BMC. The manipulation of DEMO CM is also

already proposed. This paper proposed the final phase of the process; to synthesize BMC from DEMO CM.

Decision Tree is used to generate BMC from DEMO CM, resulting in Pre-BMC. A case study of EU-Rent

is used to illustrate the proposed methodology. We proposed Pre-BMC generation as an intermediate

process of BMC synthesis, and refine it into a completed BMC.

1 INTRODUCTION

Enterprise as a system can be designed and modeled

in a discipline aspect of the enterprise, called

enterprise engineering. The notion of a system can

be represented in two ways, as a function or as a

construction, consistent with τ-theory (Dietz et al.,

2013). According to this theory, function illustrates

the set of services that a system is able to provide,

meanwhile construction explains the structure,

composition, and environment of a system. These

two notions are related; a transformation can occur

between them (Mannaert, Verelst, and De Bruyn,

2016).

In case of an enterprise, the function of an

enterprise can be represented by Business Model

(BM), because it provides the value of the enterprise

business, and value is generally understood as a

relationship between a thing and observer; in other

words, how they perceive the function of a thing.

Construction of an enterprise can be represented by

DEMO (Design & Engineering Methodology for

Organizations) (Dietz, 2006), in particular,

Construction Model (CM), because it provides the

actor roles and transaction kinds as a construction of

an enterprise. And based on the relationship between

function and construction, there exists a

transformation between BM and CM.

BM is generally understood as a tool of

management (Magretta, 2002). BM can provide a

concise framework of an enterprise regarding value

capture and creation, and monetization of innovation

(Carayannis et al., 2014). BM comes in many forms

and templates and widely discussed in scientific

fields (Wirtz et al., 2016), one such templates is

Business Model Canvas (BMC). BMC (Osterwalder

and Pigneur, 2010) is one of the most commonly

applied frameworks of business models, expresses

the building block of a given business serving as a

value or function of the business.

DEMO CM is one of the representations of

construction in an enterprise. DEMO is a

methodology of enterprise ontology (Albani and

Dietz, 2011) that produce a truly ontological model

(Perinforma, 2015), capable of presenting aspect

models of an enterprise and method for the

development of aspect models (Dietz, 2006).

To create a new business model, we can create

new from scratch or modify the existing one.

Suppose we want to create a new business model,

we can gather many existing business models. Then

we can modify those models to create a new

business model. Modification can be done by change

some elements of the model, or by rigorously

manipulate (compose, decompose, etc.) those

models to create a new one. However a function-

Pratama, N. and Iijima, J.

Business Model Canvas Synthesis Process from DEMO Construction Model.

DOI: 10.5220/0007227503750382

In Proceedings of the 10th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management (IC3K 2018) - Volume 2: KEOD, pages 375-382

ISBN: 978-989-758-330-8

375

based model (i.e. business model) cannot be

rigorously manipulated, because functional

(de)composition is fully dependent on the

imagination of the ‘observing’ subjects. Unlike

business model, DEMO CM can be manipulated,

merged, or decomposed by using algebraic notation

(Suga and Iijima, 2015), making it possible

rigorously manipulate construction models to create

a new one. Therefore manipulation of BMC (a

function model, or ‘black box’) can be achieved by

transforming it into DEMO CM (a construction

model, or ‘white box’) as a functional/constructional

transformation, then conduct manipulation of such

model. This phase is crucial in a sense of creating a

new construction model that is meaningful and

applicable. After manipulation is finished, the

resulting DEMO CM can be transformed back into a

new BMC as a new model for a new business.

Figure 1 illustrated the New Business Model

Creation Process. BMC illustrated as a black box,

and CM illustrated as a white box. This process

consists of three phases:

1) Transformation from existing BMC to CM

2) New CM generation using split and merge

operation

3) Transformation from new CM to new BMC

Figure 1: New Business Model Creation Process.

There are already some researches about BMC

mapping to other enterprise models, as summarized

by Caetano et al. (2017). They present representation

and analysis of some semantic models, including

BMC, e3Value, and Archimate. Some researches

concerning DEMO model mapping with other

models were also already conducted, such as

e3Value (Pombinho, Tribolet, and Aveiro, 2014),

and Organizational Implementation (Op’t Land and

Krouwel, 2013). The correspondence between BMC

and DEMO CM is already provided (Pratama and

Iijima, 2018), however, it only explains about the

transformation from function to construction,

DEMO CM generation from BMC (Phase 1). The

manipulation of DEMO CM (Phase 2) is also

already proposed (Suga and Iijima, 2015), and the

mathematical operation is already defined (Suga and

Iijima, 2018). However there is still no study about

Phase 3; synthesis of BMC from a given DEMO

CM, to transform the new construction model into a

new function model and apply it as a new business.

Phase 3 is the focus of this paper, to propose a

methodology of BMC from DEMO CM. These

statements lead to the following research question:

How can we synthesize Business Model Canvas

from DEMO Construction Model?

In this paper, background and literature review is

explained in Section 2 and the proposed

methodology is explained in Section 3. Section 4

contains the case study used to illustrate the

methodology. Section 5 covers discussion of the

result and the conclusion of this research are written

in Section 6.

2 BACKGROUND

2.1 DEMO Construction Model

DEMO Construction Model (CM) illustrates the

construction of the organization (Perinforma, 2015)

consists of transaction kinds and actor roles

associated with them, including information links

between them. A Transaction Kind represents

coordination act/fact in a business conversation, and

an Actor Role represents the initiator/executor of

such coordination. CM is one of the four aspect

models expressing the ontological knowledge of the

target enterprise. The other aspect models are

Process Model (PM), Action Model (AM), and Fact

Model (FM).

CM consists of interaction model as coordination

part and interstriction model as production part. In

this study, we only focus on the former, which

contains Actor Transaction Diagram (ATD) and

Transaction Product Table (TPT) that composed the

interaction structure of an organization (Dietz,

2006). ATD illustrates the actor roles, transaction

kinds, and their relationships. TPT shows the

transaction kinds and their respective product kinds.

Figure 2 expresses an example of ATD and TPT of a

simple organization of retail shop that sells a

product. DEMO Construction Model has been

applied mainly in information system research, in

particular, organizational ontology (Op't Land et al.,

2009) and business process (Liu and Iijima, 2015).

KEOD 2018 - 10th International Conference on Knowledge Engineering and Ontology Development

376

Transaction Kinds Product Kinds

T1 Product Selling Product selling has been

completed

T2 Product Payment Product fee has been paid

Figure 2: Example ATD and TPT of an organization.

2.2 Business Model Canvas

Business Model Canvas was introduced by

Osterwalder and Pigneur (Osterwalder and Pigneur,

2010). Commonly abbreviated as BMC, it is

constructed around value propositions for

sustainable enterprise (Carayannis et al., 2014).

BMC was introduced in the field of business model

ontology as a new approach of design science

(Osterwalder, 2004). BMC can also evolve as the

business run, and the evolution can be visualized

(Fritscher and Pigneur, 2014) as leverage for

innovation (Martikainen, Niemi, and Pekkanen,

2014). Figure 3 illustrates the general picture of

BMC and description of each building block. The

positioning of building blocks in BMC shows their

classification (Pratama and Iijima, 2018). Internal

business aspects of the company on value creation

are positioned on the left side, whereas the external

business aspects of customer and value delivery are

positioned on the right side. The bottom side

represents a financial aspect of the business.

3 RESEARCH METHODOLOGY

In this section, we will explain our proposed

methodology. The authors use correspondence table

between Business Model Canvas and DEMO

Construction Model (Pratama and Iijima, 2018), as

illustrated in Table 1. This table acts as a guide of

conversion from DEMO CM to BMC.

Table 1: Correspondence between BMC and CM concepts

(Pratama and Iijima, 2018).

Business Model Canvas Construction Model

Customer Segments Actor Roles

Value Propositions -

Channels -

Customer Relationships Transaction Kinds

Revenue Streams Transaction Kinds

Key Resources Actor Roles

Key Activities Transaction Kinds

Key Partners Actor Roles, Transaction

Kinds (involved the

Actor Roles)

Cost Structure Transaction Kinds

Figure 3: Business Model Canvas (Osterwalder and Pigneur, 2010).

Business Model Canvas Synthesis Process from DEMO Construction Model

377

The proposed decision tree is illustrated in

Figure 4, this Decision Tree is explained as follows:

The Decision Tree consists of 16 nodes and 9 leaves.

Each element in DEMO CM is identified, then

classified it into BMC Building Block element using

this Decision Tree. This Decision Tree can only

apply to business-related DEMO CM, that is DEMO

CM that includes customer-related actor roles and

payment-related transaction kinds that is executed

by such actor roles. The end nodes/leaves may not

be filled; some of the leaves may be empty.

The generated BMC from this process is

incomplete, as there might be some building blocks

that are empty. It is similar to the prototype of a

model that needs to be finalized. We call it Pre-

Business Model Canvas (Pre-BMC), the Pre-BMC

Generation is considered an intermediate process. To

refine Pre-BMC into a completed BMC, we need

additional information regarding the business. This

refinement process is conducted by the stakeholders

of the company as a data collection process using

each building block description as a guide. There are

many possibilities of the resulting completed BMC;

the additional information is uniquely determined.

Therefore this process cannot be done automatically.

The process of adding additional information

explains as follows. First, determine whether each

building block has sufficient information regarding

the content of each block. If additional information

is necessary, proceed to determine the additional

information for all necessary blocks. Then check the

contents of each building block, apply modification

if necessary.

Some key questions (Osterwalder and Pigneur,

2010) can help in determining additional

information:

1) Customer Segments (CS)

• Who is the target customer of the business?

• Which class or segment of customer is the

business creating values for?

2) Value Propositions (VP)

• What core value does the business deliver?

• Which customer needs is fulfilled by the

business?

3) Channels (CH)

• Through which channels that the customers

reached by the company?

• What are ways of transmission and transfer of

product/service to customer?

4) Customer Relationships (CR)

• What relationship established between the target

customer and the company?

• What are business activities representing the

relationship between customer and company?

5) Revenue Streams (R$)

• What and how do the customers pay?

• What are business activities that include payment

Actor

Roles

Transact-

ion Kinds

Environ-

mental

Actor

Roles

Internal

Actor

Roles

Non

Customer

Internal

Transact-

ion Kinds

Border

Transact-

ion Kinds

Non

Payment

Initiated/

Executed

by Non

Customer

Initiated/

Executed

Customer

Non

Payment

Customer

Relation-

ship

Activities

Non-

Customer

Relation-

ship

Activities

Figure 4: Business Model Canvas Synthesis Decision Tree.

KEOD 2018 - 10th International Conference on Knowledge Engineering and Ontology Development

378

• from customer to company?

6) Key Resources (KR)

• What resources required in running the business?

• What are internal influencers within the

company?

7) Key Activities (KA)

• What are business activities required to deliver

the value?

• What are business activities that deliver the

product/service of the company?

8) Key Partners (KP)

• Who are business partners/suppliers required in

running the business?

• What are external influencers of the business?

9) Cost Structure (C$)

• What are the costs necessary to run the business?

• What are business activities that incurred costs

that the company has to cover?

4 CASE STUDY: EU-RENT

In this section, we will explain about testing our

proposed methodology to an EU-Rent Case from

Business Motivation Model (BMM) (The Business

Rules Group, 2010) as a case study. The description

of EU-Rent is as follows: EU-Rent is a company that

rents cars to persons, operating from geographically

dispersed branches. The cars of EU-Rent are

divided in car types (brands and models); for every

car type there is a particular rental tariff per day. A

car may be rented by a reservation in advance or by

a ‘walk-in’ customer on the day of renting. A rental

contract specifies the start and end dates of the

rental, the cartype one wishes, the branch where the

rental starts (called the pick-up branch), and the

branch where the rental will end (called the drop-off

branch). Rentals have a maximum duration. The

person who rents the car is called the renter. The one

who is going to drive is called the driver. (Op’t Land

and Dietz, 2012). A DEMO Construction Model of

this case is already provided (Op’t Land and Dietz,

2012); TPT in Table 2, and ATD in Figure 5.

Table 2: TPT of EU-Rent (Op’t Land and Dietz, 2012).

Transaction Kinds Product Kinds

T01 rental start [rental] has been started

T02 rental end [rental] has been ended

T03 car pick-up the car of [rental] has been

picked-up

T04 car drop-off the car of [rental] has been

dropped-off

T05 rental payment [rental] has been paid

Figure 5: ATD of EU-Rent (Op’t Land and Dietz, 2012).

Some additional information regarding this case

can be obtained in BMM (Business Rule Group,

2010) and Business Rules (BR) (The Business Rules

Group, 2000). We obtained information regarding

Mission Statement, Internal Influencer, and External

Influencer of EU-Rent from BMM, meanwhile

information about business activities that incurred

costs to EU-Rend is obtained from BR. The Mission

Statement of EU-Rent is as follows: “Provide car

rental service across Europe and North America for

both business and personal customers.” The Internal

Influencer of EU-Rent consists of Cars and Branch

Staff, meanwhile the External Influencer is Business

Partner (EC-Lease) and Supplier (Car

manufacturers and Insurers). The business activities

that incurred costs that EU-Rent has to cover are Car

maintenance & repairs and Car purchase.

We apply Decision Tree in Figure 4 to generate

Pre-BMC of EU-Rent. These elements of DEMO

CM are identified: renter, driver, payer, rental starter,

rental ender, rental start, rental end, car pick-up, car

drop-off, and rental payment. Allocated to Node 1

are renter, driver, payer, rental starter, and rental

ender; rental start, rental end, car pick-up, car drop-

off, and rental payment went to Node 2. From Node

1, renter, driver, and payer went to Node 3 and

continued to Node 7, and become Customer

Segments; Node 8 is empty, meanwhile rental

starter and rental ender entered Node 4 and

become Key Resources. At Node 2, rental start,

rental end, car pick-up, car drop-off, and rental

payment continued to Node 5 all the way to Node 9;

implied Node 6, Node10, Node 13, and Node 14 is

empty. From Node 9, rental payment entered Node

11 and becomes Revenue Streams; rental start,

rental end, car pick-up, and car drop-off allocated

to Node 12 continued to Node 16, become Key

Activities.

Business Model Canvas Synthesis Process from DEMO Construction Model

379

Figure 6: Completed BMC of EU-Rent. The italic part is the component of Pre-BMC, some of them showed strikethrough

indicating modification done to those components.

To make a completed BMC from Pre-BMC,

further synthesis process and additional information

are necessary. It is determined that Revenue Streams

and Key Activities has sufficient information, while

the rest of building blocks required additional

information. The authors examine documents from

BMM (The Business Rules Group, 2010) and

Business Rules (BR) (The Business Rules Group,

2000) of EU-Rent as additional information to

produce completed BMC, as data collection process

to answer the key questions in Section 3. Figure 6

illustrates the completed BMC. The result will be

explained for each building block:

1) Customer Segments (CS)

The Mission Statement of EU-Rent mentioned in

BMM is “Provide car rental service across Europe

and North America for both business and personal

customers.” Target customer is mentioned in

customer part (…for both business and personal

customers). Renter, Payer, and Driver are actor roles

representing customer of EU-Rent, so all of them

integrated into Business and Personal to avoid

redundancy. Therefore this building block consists

of: Business and Personal.

2) Value Propositions (VP)

Also using the mentioned Mission Statement, the

action part (Provide) and product or service part (car

rental service) of Mission Statements composed the

value proposition. This represents the core value and

the customer needs. Therefore this building block

consists of: Provide Car Rental Service.

3) Channels (CH)

The channel that the customer reached by the

company is EU-Rent Branch and the way of

transmission and transfer of rental car service to

customer is via EU-Rent Branch. Therefore this

building block consists of: EU-Rent Branch.

4) Customer Relationships (CR)

The relationship established between the target

customer and the company is explained in business

description. In the business description, it is

mentioned that “A car may be rented by a

reservation in advance or by a ‘walk-in’ customer

on the day of renting.” This sentence represents the

business activities of relationship between customer

and EU-Rent. Therefore this building block consists

of: Reservation in Advance, Walk-in.

5) Revenue Streams (R$)

The existing component Rental Payment is

enough to represent revenue streams of EU-Rent, so

no change is necessary. Therefore this building

block consists of: Rental Payment.

6) Key Resources (KR)

In BMM, Resource of EU-Rent consists of Cars

and Branch staff, and is mentioned as internal

influencer. Both Rental Starter and Rental Ender are

actor roles represent staff of EU-Rent in EU-Rent

Branch, so they are integrated into Branch Staff to

avoid redundancy. Therefore this building block

consists of: Branch Staff, Cars.

7) Key Activities (KA)

The existing components Rental Start, Rental

KEOD 2018 - 10th International Conference on Knowledge Engineering and Ontology Development

380

End, Car Pick-Up, and Car Drop-Off are enough to

represent key activities of EU-Rent, so no change is

necessary. Therefore this building block consists of:

Rental Start, Rental End, Car Pick-Up, Car Drop-Off.

8) Key Partners (KP)

In BMM, Business Partner consists of EC-Lease;

meanwhile Supplier consists of Car manufacturers

and Insurers, and is mentioned as external

influencer. Therefore this building block consists of:

EC-Lease, Car Manufacturers, Insurers.

9) Cost Structure (C$)

In BR, the business activities that incurred costs

that EU-Rent has to cover are Car maintenance &

repairs and Car purchase. Therefore this building

block consists of: Car Maintenance & Repairs, Car

Purchase.

5 DISCUSSION

This paper proposed the synthesis of Business

Model Canvas from DEMO Construction Model.

The important finding of this research is that we

found the synthesis process from DEMO CM to

BMC in the form of Decision Tree based on

correspondence between them. Using Decision Tree,

one can transform the elements of CM into elements

of BMC to form a Pre-BMC, then add some

additional information to synthesize a completed

BMC. The case study of EU-Rent illustrates the

methodology of synthesis process from CM to BMC.

This case also shows that the EU-Rent case is a very

simplified model of that kind of business, as it does

not include essential elements to make it a clear

business model. We proposed Pre-BMC generation as

an intermediate process, and complete it into a com-

pleted BMC, thus answered our research question.

The introduction of Decision Tree can help the

synthesis process, in particular, the Pre-BMC

generation by automatically generating contents in

Pre-BMC building blocks. This Pre-BMC serves as a

baseline to refine and complete the BMC. The

resulting BMC is able to show the business model of

the company as a manifestation of function from

construction. This proved that the transformation from

CM to BMC is possible, although only to some

extent. The resulting BMC is not complete (that is

why it is Pre-BMC), to refine it into completed BMC,

additional information is necessary. The refinement

process can be conducted with the help of key

questions proposed, and there are many possibilities

of completed BMC resulting from this process.

This paper only discusses application of BMC as

a business model; another form of business model

representation might also be applicable, but outside

the scope of this research. Future studies can apply

another form of business model and conduct a

comparative study; this will enhance this particular

research area. Also, there is still a void in the

correspondence table; no correspondence of Value

Proposition and Channels, this gives the opportunity

for DEMO researchers to identify these missing

correspondence in DEMO Aspect Model. To better

formulate this functional-constructional transforma-

tion, a mathematical approach can be conducted, and

tools to aid the transformation process can be

developed.

6 CONCLUSION

In this paper, we proposed a methodology to

synthesize Business Model Canvas from DEMO

Construction Model. Based on the correspondence

between building blocks in BMC and DEMO CM, we

propose a Decision Tree to generate Pre-BMC as an

intermediate process to create completed BMC. This

paper proposed a methodology to create Business

Model Canvas from DEMO Construction Model.

This paper visualized the connection between

BMC as a function and DEMO CM as a

construction. In this paper, we only focused on

function generation from system construction, as

construction generation from function is already

done. This paper only focused on BMC synthesis

form DEMO CM, the synthesis from another aspect

is not extensively discussed. Some thoughts about

future research related to this work are also

proposed. Another form of business model can be

tested, include the proposition of correspondence

between it and DEMO CM. Formulation of

functional-constructional transformation can be

refined using mathematical approach.

This paper contributes to the idea that by

gathering many BMCs, convert them into CMs and

then perform model manipulation to those CMs to

create a new CM, we can synthesize BMC from the

modified CM to create a new business, as described in

Figure 1. This paper makes up Phase 3,

complementing Phase 1 and Phase 2 of new business

model creation process. A future study can be

conducted by applying the whole process to a certain

type of industry. Suppose we have a new construction

model as a result of model manipulation, we can

transform it into business models to see what values

(functions) this model can provide. Assuming that

one or more models provide a good value

proposition and is/are applicable, we can apply the

Business Model Canvas Synthesis Process from DEMO Construction Model

381

newly created business model as a new business, and

evaluation can be made based on the results.

ACKNOWLEDGEMENTS

This work has been supported by Indonesia

Endowment Fund for Education (LPDP).

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