Information Technology Reference
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financial terms of the case and justify the revenue projections. These can be seen as
building blocks in figure 5.1 (Osterwalder 2004).
Fig. 5.1: Business model design template: Nine BM elements and their relationships
When designing a model regarding a new or emerging technology, especially when
it is not yet proven in the market and thus more risky, some of these components
will be found to gain more value than others. Once a good level of understanding
of the new technology has been reached, the whole process should start from the
value-proposition definition. This is a step that must be successfully achieved before
proceeding further. This is the whole essence of a new technology: what new benefit
can it deliver to the customer? Then follow the questions: what do the customers
exactly want, how this can be delivered and if the required competence and resources
are available. This incremental process, together with the questions to be answered
at each step, is demonstrated in figure 5.2.
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