You're holding a handbook for visionaries,game changers, and challengers striving to defy outmoded business models and design tomorrow's enterprises.It's a book for the... Business Model 四 Generation WRITTEN BY Alexander Osterwalder Yves Pigneur CO-CREATED BY An amazing crowd of 470 practitioners from 45 countries DESIGNED BY Alan Smith,The Movement —形®厦 S
You’re holding a handbook for visionaries, game changers, and challengers striving to defy outmoded business models and design tomorrow’s enterprises. It’s a book for the . . . written by Alexander Osterwalder & Yves Pigneur co-created by An amazing crowd of 470 practitioners from 45 countries designed by Alan Smith, The Movement Disruptive new business models are emblematic of our generation. Yet they remain poorly understood, even as they transform competitive landscapes across industries. Business Model Generation offers you powerful, simple, tested tools for understanding, designing, reworking, and implementing business models. Business Model Generation is a practical, inspiring handbook for anyone striving to improve a business model—or craft a new one. change the way you think about business models Business Model Generation will teach you powerful and practical innovation techniques used today by leading companies worldwide. You will learn how to systematically understand, design, and implement a new business model — or analyze and renovate an old one. co-created by 470 strategy practitioners Business Model Generation practices what it preaches. Coauthored by 470 Business Model Canvas practitioners from forty-five countries, the book was financed and produced independently of the traditional publishing industry. It features a tightly integrated, visual, lie-flat design that enables immediate hands-on use. designed for doers Business Model Generation is for those ready to abandon outmoded thinking and embrace new, innovative models of value creation: executives, consultants, entrepreneurs—and leaders of all organizations. $34.95 USA/$41.95 CAN 2/C: PANTONE PMS COOL GRAY 11 M + PROCESS BLACK
This book is printed on acid-free paper. Copyright2010 by Alexander Osterwalder.All rights reserved. Published by John Wiley Sons,Inc.Hoboken,New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced,stored in a retrieval system,or transmitted in any form or by any means,electronic,mechanical. photocopying,recording,scanning or otherwise,except as permitted under Section 107 or 108 of the 1976 United States Copyright Act,without either the prior written permission of the Publisher,or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center,Inc..222 Rosewood Drive,Danvers,MA 01923,(978)750-8400,fax(978)646-8600,or on the web at www.copyright.com.Requests to the Publisher for permission should be addressed to the Permissions Department,John Wiley Sons,Inc.,111 River Street,Hoboken,NJ 07030, (201)748-6011.fax(201)748-6008,or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty:While the publisher and author have used their best efforts in preparing this book,they makeno representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose.No warranty may be created or extended by sales representatives or written sales materials.The advice and strategies contained herein may not be suitable for your situation.You should consult with a professional where appropriate.Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages,including but not limited to special,incidental,consequential,or other damages. For general information on our other products and services or for technical support,please contact our Customer Care Department within the United States at(800)762-2974,outside the United States at(317)572-3993 or fax (317)572-4002. Wiley also publishes its books in a variety of electronic formats.Some content that appears in print may not be available in electronic books.For more information about Wiley products,visit our web site at www.wiley.com. 1SBN:978-0470-87641-1 Printed in the United States of America 10987654321
This book is printed on acid-free paper. o Copyright © 2010 by Alexander Osterwalder. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com. ISBN: 978-0470-87641-1 Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 bmgen_final.indd 4 6/15/10 5:31 PM
Co-created by: Fllen Di Resta Matthew Milan Karen Hembrough Frank Camille Lagerveld Peter Froberg Jeroen de Jong Michael Anton Dila Ralf beuker Ronald Pilot Andres Alcalde Lino Piani Gertjan Verstoep Remko Vochteloo Sander Smit Yes Claude Aubert Alvaro Villalobos M Eric Jackson Steven Devijver Victor lombardi Norbert Herman Wim Saly Bernard racine Indraiit datta chaudhuri Jana Thiel Jeremy Hayes Atanas Zaprianov Woutergort Pekka Matilainen Martin Fanghanel Walter Brand Alf Rehn Linus Malmberg Fanco Ivan Santos Negrelli Bas van Oosterhout Michael Sandfaer Stephan Ziegenhorn Jeff De Cagna Deborah Mills-Scofield Amee Shah Gillian Hunt Niall casev Frank meeuwsen Andrea Mason Peter Knol Lars Martensson Bart Boone John McGuire Colin Henderson Jan Ondrus less McMullin Kevin Donaldson Michael Moriarty Vivian Vendeirinho Danilo Tic Simon Evenblij Marianela Ledezma JD Stein Mike Martel Bakker Schut Marco Raaijmakers Chris Walters Ray Guyot Ralf de graaf Design for Innovation Stefano Mastrogiacoo Marc Sniukas Caspar van Rijnbach Martin Andres Giorgetti Lars Norrman Tom Corcoran Mark Hickman Khaled Algasem benmlih Geert van Vlijmen Sergey Trikhachev Ari Wurmann Dibrov Jan Pelttari Rodrigo Miranda Rasmus Ronholt Thomas Antonio Robert Reinhold Konig Yves Sinner Saul Kaplan Tim Clark Alfred Herman Wibe van der Pol Marcel Jaeggi Michael Kinder Lars Geisel Richard bell Bert Spangenberg paola valeri John O'Connell Vince Kuraitis Simon Scott Erwin Blom Robert van Kooten Michael Sommers Javier ibarra Teofilo Asuan Santiago IV Dimitri Levita Frederic Sidle Hans Suter Nicolas Fleury Lytton He Ray Lai Johan fflnrneblad John LM Kiggundu Wolf Schumacher Gert Steens Marije Sluis Brainstorm Weekly Craig Sadler Robert Elm Bill Welter Jose Sebastian Palazuelos David Edwards Huub Raemakers Praveen Singh Ziv Baida Michele Leidi Lopez Martin Kuplens-Ewart Peter Salmon Livia Labate Andra Larin-van der Pijl Asim J.Ranjha jorge zavala Jay Goldman Philippe Kristian Salvesen Eirik V Johnsen Peter Troxler Harry Heijligers Isckia Khawaja M. Daniel Egger Boris Fritscher Ola Dagberg Armand Dickey Nabil harfoush Jille Sol Diogo Carmo Mike Lachapelle Wouter van der Burg Jason King Yannick Renninger,Wolfgang Marcel Ott Albert Meige Artur Schmidt Kiartan Mioesund Raoef Hussainali Daniel Pandza Guilhem Bertholet Pablo M.Ramirez Slabber Louis Rosenfeld ronald van den hoff Robin Uchida Thibault Estier Jean-Loup Peter Jones Ivo Georgiev Melbert Visscher Pius Bienz Stephane rev Colin Pons Sebastian Ullrich Donald Chapin Manfred Fischer Ivan Torreblanca Chris Peasne Vacherand Andrew Pope Annie Shum Joe Chao Berry Vetjens onathan lin Guillermo Jose Aguilar Fredrik fliasson Valentin Crettaz Carlos Meca David Crow Cesar Picos Adriel Haeni Bruce MacVarish Dave Crowther Mario Morales Helge Hannisdal Florian Lukas Prochazka Goran Hagert Chris J Davis Paul Johannesson Maria Droujkova Armando Maldonado Kim Korn Markus Gander Frank Della Rosa Rob Griffitts Leonard Belanger Eduardo Miguez Abdullah Nadeem Marc Castricum Christian Schuller Marc-Antoine Garrigue Fernando Saenz-Marrero Anouar Hamidouche Rory O'Connor Nicholas K Niemann Luis Eduardo de Carvalho Wassili Bertoen Susan Foley Francisco Perez Hubert de Cande Christian Labezin Patrik Ekstrom Bart Pieper Vesela Koleva Nicky Smyth Frans Wittenbere Claudio D'lpolitto Greg Krauska Bruce E.Terry Martijn Bob Dunn Jonas Lindelof Aurel Hosennen Giorgio Casoni Michael N.Wilkens Eugen Rodel Carlo Arioli Gordon Gray Adrian Zaugg Stef Silvis Himikel-TrebeA Edward Giesen
Ellen Di Resta Michael Anton Dila Remko Vochteloo Victor Lombardi Matthew Milan Ralf Beuker Sander Smit Norbert Herman Karen Hembrough Ronald Pilot Yves Claude Aubert Wim Saly Frank Camille Lagerveld Andres Alcalde Alvaro Villalobos M Bernard Racine Peter Froberg Lino Piani Eric Jackson Indrajit Datta Chaudhuri Jeroen de Jong Gertjan Verstoep Steven Devijver Jana Thiel Jeremy Hayes Alf Rehn Jeff De Cagna Andrea Mason Jan Ondrus Simon Evenblij Chris Walters Caspar van Rijnbach benmlih Rodrigo Miranda Saul Kaplan Lars Geisel Simon Scott Dimitri Lévita Johan √ñrneblad Craig Sadler Praveen Singh Livia Labate Kristian Salvesen Daniel Egger Diogo Carmo Marcel Ott Atanas Zaprianov Linus Malmberg Deborah Mills-Scofield Peter Knol Jess McMullin Marianela Ledezma Ray Guyot Martin Andres Giorgetti Geert van Vlijmen Rasmus Rønholt Tim Clark Richard Bell Erwin Blom Frédéric Sidler John LM Kiggundu Robert Elm Ziv Baida Andra Larin-van der Pijl Eirik V Johnsen Boris Fritscher Mike Lachapelle Albert Meige Woutergort Fanco Ivan Santos Negrelli Amee Shah Lars Mårtensson Kevin Donaldson JD Stein Ralf de Graaf Lars Norrman Sergey Trikhachev Thomas Alfred Herman Bert Spangenberg Robert van Kooten Hans Suter Wolf Schumacher Bill Welter Michele Leidi Asim J. Ranjha Peter Troxler Ola Dagberg Wouter van der Burg Artur Schmidt Pekka Matilainen Bas van Oosterhout Gillian Hunt Bart Boone Michael Moriarty Mike Design for Innovation Tom Corcoran Ari Wurmann Antonio Robert Wibe van der Pol paola valeri Michael Sommers Nicolas Fleury Gert Steens Jose Sebastian Palazuelos Lopez jorge zavala Harry Heijligers Armand Dickey Jason King Kjartan Mjoesund Martin Fanghanel Michael Sandfær Niall Casey John McGuire Vivian Vendeirinho Martèl Bakker Schut Stefano Mastrogiacoo Mark Hickman Dibrov Reinhold König Marcel Jaeggi John O'Connell Javier Ibarra Lytton He Marije Sluis David Edwards Martin Kuplens-Ewart Jay Goldman Isckia Nabil Harfoush Yannick Raoef Hussainali Walter Brand Stephan Ziegenhorn Frank Meeuwsen Colin Henderson Danilo Tic Marco Raaijmakers Marc Sniukas Khaled Algasem Jan Pelttari Yves Sinner Michael Kinder Vince Kuraitis Teofilo Asuan Santiago IV Ray Lai Brainstorm Weekly Huub Raemakers Peter Salmon Philippe Khawaja M. Jille Sol Renninger, Wolfgang Daniel Pandza Guilhem Bertholet Thibault Estier Stephane Rey Chris Peasner Jonathan Lin Cesar Picos Florian Armando Maldonado Eduardo Míguez Anouar Hamidouche Francisco Perez Nicky Smyth Bob Dunn Carlo Arioli Pablo M. Ramírez Jean-Loup Colin Pons Vacherand Guillermo Jose Aguilar Adriel Haeni Lukas Prochazka Kim Korn Abdullah Nadeem Rory O'Connor Hubert de Candé Frans Wittenberg Jonas Lindelöf Gordon Gray Slabber Peter Jones Sebastian Ullrich Andrew Pope Fredrik Eliasson Bruce MacVarish Göran Hagert Markus Gander Marc Castricum Nicholas K. Niemann Christian Labezin Claudio D'Ipolitto Aurel Hosennen Adrian Zaugg Louis Rosenfeld Ivo Georgiev Donald Chapin Annie Shum Valentin Crettaz Dave Crowther Chris J Davis Frank Della Rosa Christian Schüller Luis Eduardo de Carvalho Patrik Ekström Greg Krauska Giorgio Casoni Stef Silvis ronald van den hoff Melbert Visscher Manfred Fischer Joe Chao Carlos Meca Mario Morales Paul Johannesson Rob Griffitts Marc-Antoine Garrigue Wassili Bertoen Bart Pieper Bruce E. Terry Michael N. Wilkens Himikel - TrebeA Robin Uchida Pius Bienz Ivan Torreblanca Berry Vetjens David Crow Helge Hannisdal Maria Droujkova Leonard Belanger Fernando Saenz-Marrero Susan Foley Vesela Koleva Martijn Eugen Rodel Edward Giesen Co-created by: bmgen_final.indd 6 6/15/10 5:31 PM
Marc Faltheim Ricardo Dorado stephan linnenbank Jose Alfonso Lopez Edwin Beumer Manuel toscano Nicolas De Santis John Smith Liliana Eric Schreurs Dax Denneboom John Sutherland Antoine Perruchoud Rod Jose Fernando Quintana Donielle buie Mohammed Mushtag Remo Knops Bernd Nurnberger Eddie Reinhard Prugl Adilson Chicoria Gaurav Bhalla Juan Marquez Patrick van Abbema Jeffrey Huang Brian Moore Asanka Warusevitane Silvia Adelhelm Chris Hopf Terie Sand Terrance Moore Gabi Jacob ravn Heather McGowan Marc Faeh Leandro Jesus nse_55 Marko Seppanen Hampus Jakobsson Phil Sang Yim Urquhart Wood Karen Davis Leif-Arne Bakker Erwin Fielt Adriaan Kik Noel Barry Lise Tormod Tim Turmelle Edler Herbert Olivier Glassey Julian Dominguez Laperal Vishwanath Curtis L.Sippel Anders Sundelin Bjorn K灯jl Francisco Conde Marco W JDerksen Edavayyanamath Abdul razak manat Renata Phillippi Chris Finlay Fernandez Dr.Karsten Willrodt Rob Manson George B.Steltman Martin Kaczynsk Philippe Rousselot Valerie Chanal Patrick Feiner Rafael Figueiredo Karl Burrow Frank Rob Schokker Anne McCrossan Dave Cutherell leroen Mulder Mark McKeever Bala Vaddi Wouter Verwer Larsen DiPrisco Emilio De Giacomo Linda Bryant Andrew Jenkins Jan Schmiedgen Fred Collopy Darlene goetzman Franco Gasperoni Jeroen Hinfelaar Dariush Ghatan Ugo Merkli Jana Gors Mohan Nadarajah Michael Weiss Dan Keldsen Marcus Ambrosch Patrick Foran Fabrice Delaye Francisco Andrade Damien Jens Hoffmann Dave Gray Edward Osborn Sunil Malhotra Arturo Herrera Sapunar Roger A.Shepherd Steve Thomson Rick le Roy Greger Hagstrom Jasper Bouwsma Vincent de Jong Morten Povlsen Eduardo M Morgado Ravila white Alberto Saavedra Ouke Arts Kees Groeneveld Lars Zahl Rafal Dudkowski David G Luna Arellano Remco de Kramer Alexander Troitzsch Henk Bohlander Elin Merch Langlo Antonio Lucena de Faria Joyce Hostyn Lillian Thompson Brett Patching Sushil Chatterji Xuemei Tian Knut Petter Nor Thorwald Westmaas Howard Brown Clifford Thompson Tim Parsey Harry Verwayen Ventenat Vincent Jason Theodor Emil Ansarov Jorgen Dahlberg Georg E.A.Stampfl Riccardo Bonazzi Peter Eckrich Sandra Pickering Frank Elbers Christooh Mohlethaler Markus Kreutzer Andre Johansen Shridhar Lolla Trond M Fflovstegaard Horacio Alvaro Viana Ernest Buise Iwan Schneider Colin Bush Jens Larsson Jeaninne Horowitz Gassol Markus Schroll Alfonso Mireles Michael Schuste Alexander Korbee David Sibbet Lukas Feuerstein Hylke Zeijlstra Richard zandink Inerid beck I Bartels Mihail Krikunov Nathalie Magniez Cheenu Srinivasar Fraunhofer IAO Antti Akras Steven Ritchey Edwin Kruis Giorgio Pauletto Cyril Durand Tor Rolfsen Grensund FHI Peet Clark Golestani Roberto Ortelli Martijn Pater Jamil Aslam David M.Weiss Ronald Poulton Leslie Cohen shana ferrigan bourcier Gerardo Pagalday Erana Oliver Buecken Kim Peiter Jorgenser Ralf Weidenhammer Amanda Smith Jeffrey Murphy Haider raza John Wesner Price Stephanie diamond Craie rispin Beniamin de pauw Lonnie Sanders Ill Ajay Ailawadh Axel Friese Stefan Olsson Nella van Heuven Andre Macieira Amnold Wytenburg Adnana leraci Gudmundur Kristjansson Anders Stolan Ravi sodhi Wiebe de Jage David Hughes Daniel Giesen Rita Shor Edward Koops Dick Rempt Raym Crow Paul Ferguson Erik Dejonghe Jesus villar Prasert thawat- Rolf Mehnert Mark fvans dm Frontier Service Design, Tom Winstanley Espen Figenschou chokethawee Luis Stabile Susan schaper LLC Heiner P.Kaufmann Skotterud Pablo Azar Enterprise Consulting Peter Noteboom Edwin Lee Ming Jin James Clark Melissa Withers Aline Frankfort
Marc Faltheim Nicolas De Santis Antoine Perruchoud Bernd Nurnberger Patrick van Abbema Terje Sand Leandro Jesus Karen Davis Tim Turmelle Anders Sundelin Renata Phillippi Martin Kaczynski Frank Ricardo Dorado John Smith Rod Eddie Jeffrey Huang Terrance Moore nse_55 Leif-Arne Bakker Edler Herbert Björn Kijl Chris Finlay Philippe Rousselot Rob Schokker Stephan Linnenbank Liliana Jose Fernando Quintana Reinhard Prügl Brian Moore Gabi Marko Seppänen Erwin Fielt Olivier Glassey Francisco Conde Fernández Valérie Chanal Anne McCrossan Jose Alfonso Lopez Eric Schreurs Donielle Buie Adilson Chicória Asanka Warusevitane Jacob Ravn Hampus Jakobsson Adriaan Kik Julián Domínguez Laperal Marco W J Derksen Dr. Karsten Willrodt Patrick Feiner Dave Cutherell Edwin Beumer Dax Denneboom Mohammed Mushtaq Gaurav Bhalla Silvia Adelhelm Heather McGowan Phil Sang Yim Noel Barry Vishwanath Edavayyanamath Rob Manson Rafael Figueiredo Jeroen Mulder Manuel Toscano John Sutherland Remo Knops Juan Marquez Chris Hopf Marc Faeh Urquhart Wood Lise Tormod Curtis L. Sippel Abdul Razak Manaf George B. Steltman Karl Burrow Mark McKeever Bala Vaddi Andrew Jenkins Dariush Ghatan Marcus Ambrosch Jens Hoffmann Steve Thomson Eduardo M Morgado Rafal Dudkowski António Lucena de Faria Knut Petter Nor Ventenat Vincent Peter Eckrich Shridhar Lolla Wouter Verwer Jan Schmiedgen Ugo Merkli Jelle Dave Gray Rick le Roy Ravila White David G Luna Arellano Joyce Hostyn Thorwald Westmaas Jason Theodor Sandra Pickering Trond M Fflòvstegaard Larsen Fred Collopy Jana Görs Patrick Foran Edward Osborn Greger Hagström Alberto Saavedra Remco de Kramer Lillian Thompson Howard Brown Emil Ansarov Frank Elbers Horacio Alvaro Viana Di Prisco Darlene Goetzman Mohan Nadarajah Fabrice Delaye Sunil Malhotra Jasper Bouwsma Ouke Arts Alexander Troitzsch Brett Patching Clifford Thompson Jorgen Dahlberg Christoph Mühlethaler Ernest Buise Emilio De Giacomo Franco Gasperoni Michael Weiss Francisco Andrade Arturo Herrera Sapunar Vincent de Jong Kees Groeneveld Henk Bohlander Sushil Chatterji Tim Parsey Georg E. A. Stampfl Markus Kreutzer Iwan Schneider Linda Bryant Jeroen Hinfelaar Dan Keldsen Damien Roger A. Shepherd Morten Povlsen Lars Zahl Elin Mørch Langlo Xuemei Tian Harry Verwayen Riccardo Bonazzi André Johansen Colin Bush Jens Larsson David Sibbet Mihail Krikunov Edwin Kruis Roberto Ortelli Shana Ferrigan Bourcier Jeffrey Murphy Lonnie Sanders III Arnold Wytenburg David Hughes Paul Ferguson Frontier Service Design, LLC Peter Noteboom Jeaninne Horowitz Gassol Lukas Feuerstein Nathalie Magniez Giorgio Pauletto Martijn Pater Gerardo Pagalday Eraña Haider Raza Ajay Ailawadhi Adriana Ieraci Daniël Giesen Erik Dejonghe Tom Winstanley Heiner P. Kaufmann Edwin Lee Ming Jin Markus Schroll Hylke Zeijlstra Cheenu Srinivasan Cyril Durand Jamil Aslam Oliver Buecken John Wesner Price Axel Friese Gudmundur Kristjansson Rita Shor Jesus Villar Espen FigenschouSkotterud James Clark Alfonso Mireles Richard Zandink Fraunhofer IAO Tor Rolfsen Grønsund David M. Weiss Kim Peiter Jørgensen Stephanie Diamond Stefan Olsson Anders Stølan Edward Koops Prasert Thawatchokethawee Pablo Azar Melissa Withers Michael Schuster Ingrid Beck Antti Äkräs EHJ Peet Ronald Poulton Ralf Weidenhammer Craig Rispin Nella van Heuven Ravi Sodhi Dick Rempt Rolf Mehnert Luis Stabile Enterprise Consulting Aline Frankfort Alexander Korbee J Bartels Steven Ritchey Clark Golestani Leslie Cohen Amanda Smith Benjamin De Pauw Andre Macieira Wiebe de Jager Raym Crow Mark Evans DM Susan Schaper bmgen_final.indd 7 6/15/10 5:31 PM
Are you an entrepreneurial spirit? yes」 no Are you constantly thinking about how to create value and build new businesses,or how to improve or transform your organization? yes no Are you trying to find innovative ways of doing business to replace old,outdated ones? yes. no
Are you an entrepreneurial spirit? yes _______ no _______ Are you constantly thinking about how to create value and build new businesses, or how to improve or transform your organization? yes _______ no _______ Are you trying to find innovative ways of doing business to replace old, outdated ones? yes _______ no _______ bmgen_final.indd 2 6/15/10 5:31 PM