Topic outline

  • General




  • Section 6 : Chapter 3 Building the Business Model

    This chapter introduces the concept of the business model as a fundamental component of a startup's strategy and business plan. It explains how a business model defines what a company sells, how it sells it, and to whom. The document outlines the key steps for building a business model: conducting market research, identifying a target audience, defining strategic positioning, evaluating profitability, and developing a coherent strategy.

    The chapter presents the Business Model Canvas as a practical tool for structuring the model across elements such as value proposition, customer segments, channels, customer relationships, revenue streams, key resources, key activities, partners, and cost structure.

    It also details several common business model types—including freemium, subscription, direct sales, affiliation, leasing, and low cost—offering real-world examples like Deezer and Netflix. The document emphasizes the flexibility and adaptability of business models in response to evolving market needs and competition.


    • page icon
      Objectives of the Chapter Page

      General Objectives of the Course: Business Model

      1. Understand the Role of the Business Model in a Startup
        To introduce students to the concept of a business model as the foundation of a startup’s overall strategy and financial viability.

      2. Learn to Build a Coherent Business Model
        To guide students through the essential steps: conducting a market study, choosing a target, defining positioning, evaluating profitability, and setting strategic goals.

      3. Develop Strategic and Analytical Thinking
        To enable students to make informed decisions regarding pricing, sales models, competitive advantages, and resource allocation.

      4. Master the Business Model Canvas Tool
        To teach students how to visually structure and communicate their business model using the nine building blocks of the Business Model Canvas.

      5. Explore and Compare Different Business Model Types
        To familiarize students with various business models such as freemium, subscription, direct sales, affiliation, leasing, and low-cost strategies, including their advantages and use cases.

      6. Promote Flexibility and Innovation in Business Design
        To encourage regular review and adaptation of the business model in response to customer needs, market dynamics, and technological change.


    • resource icon
      Chapter's ressources File

      In this section, you will find resources relating to the chapter:

      • A PDF file detailing the chapter.
      • A French slide presentation of the chapter.
      • A video of the chapter.

    • forum icon
      Chapter 3 forum

      This forum is a collaborative space where students, entrepreneurs, and innovators can discuss, develop, and improve their startup business models. Based on the principles outlined in "The Business Model", the forum focuses on strategic thinking, financial planning, and value creation.

      Participants are encouraged to:

      • Share drafts of their Business Model Canvas for feedback.

      • Discuss target market selection, positioning strategies, and profitability analysis.

      • Compare different business model types (freemium, subscription, direct sales, etc.) and explore their real-world applications.

      • Exchange ideas about cost structures, revenue streams, and key partnerships.

      • Reflect on how to adapt and innovate business models in response to market evolution and competition.

    • quiz icon
      test 4 Quiz
    • scorm icon
      The Business Model Canvas SCORM package