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 2
How to Initiate
Business Model
Innovations
 2 How to Initiate Business Model Innovations 17
2.1 Strategic Planning Approach 17
2.2 Exploratory Approach 24
2.2.1 Principles of the Effectuation Approach 24
2.2.2 How to Proceed 28

2.3 Initiating Innovation Projects 29

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 3 How to Analyze the Business Situation 33
3.1 Environment Analysis 35
3.1.1 Trend Analysis 39
3.1.2 PESTEL Analysis 47
3.1.3 Trend Impact Analysis 51
3.1.4 Scenario Technique 54
3.1.5 Industry Structure Analysis 60
3.1.6 Stakeholder Analysis 65

3.2 Company Analysis 72

3.2.1 GAP Analysis 73
3.2.2 Value Chain Analysis and Process Analysis 74
3.2.3 Core Competencies 89

3.3 Holistic Analysis Methods 93

3.3.1 Portfolio Analysis 93
3.3.2 SWOT Analysis 94

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4
How to Generate
Business Ideas
 4 How to Generate Business Ideas 97
4.1 Identifying Business Opportunities 98
4.2 Creativity Technique 101
4.2.1 Brainstorming 103
4.2.2 Walt Disney Method 104
4.2.3 Mind Mapping 106

4.3 Customer-oriented Methods 107

4.3.1 Jobs-to-be-done 108
4.3.2 Customer Journey 117

4.4 Business Model Canvas 124

4.5 Lean Canvas Approach 144
4.6 Development of Sustainable Business Models 147
4.6.1 Ecopreneurship and Circular Business Model 147
4.6.2 Social Entrepreneurship 151

4.7 Pattern-based Development of Business Models 155

4.7.1 Confrontation with Model Companies 154
4.7.2 Confrontation with Pattern Principles 155
4.7.2.1 Changed Value Proposition 157
4.7.2.2 Changed Value Configuration 166
4.7.2.3 Changed Value Capture 174

4.8 Blue Ocean Strategy 178

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5
How to Test
Business Models
 5 How to Test Business Models 185
5.1 Principles of the Lean Startup Method 186
5.2 Benefits of Testing 188
5.3 How to Test 188
5.3.1 Hypotheses on the Customer Segment 192
5.3.2 Hypotheses on the Customer Problem or Need 194
5.3.3 Hypotheses on the Value Proposition 198
5.3.4 Hypotheses on the Revenue Model 200
5.3.5 Hypotheses on the Distribution Channel 202

5.4 Test Methods 202

5.5 Objections to the Lean Startup Method 205

5.6 Implementation Tips 207

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45
6
How to Create a
Business Plan
 6 How to Create a Business Plan 211
6.1 Business Planning 211
6.2 Goals and Requirements of a Business Plan 212

6.3 Components of the Business Plan 215

6.3.1 Executive Summary 216
6.3.2 Business Idea 218
6.3.3 Team 220
6.3.4 Market and Competition 221
6.3.5 Marketing 226
6.3.5.1 Positioning of the offer 228
6.3.5.2 Product Policy 231
6.3.5.3 Pricing 234
6.3.6 Business System and Organization 247
6.3.7 Implementation Plan 248
6.3.8 Financial Planning 250
6.3.9 Opportunities and Risiks 257
6.3.10 Appendix 259

6.4 Evaluating of Business Plans 259

6.5 Financing Innovations 260

210
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