Gartner Research

Tell Your Business Model Story With Simple Building Blocks

Published: 22 January 2020

ID: G00451425

Analyst(s): Marcus Blosch , Saul Brand , Irving Tyler


“Business model” is a popular term, yet there’s still a lot of confusion around what it is. Enterprise architecture and technology innovation leaders can use a simple story structure to understand and explain their business model.

Table Of Contents


  • Tell the Story of Your Business Model
  • Who’s Our Customer?
    • Customer Segments — Target Customers Based on Their Outcomes and Situations
    • Customer Experience — Develop Customer Empathy to Deliver a Valued Experience
    • Customer Engagement — Reach Your Customers With Effective Channels
  • What’s Our Offering and Value Proposition?
    • Offering — What We Provide Our Customer to Help Them Achieve Their Important Outcomes
    • Value Proposition — Our Promise to Our Customers
  • What Channels Will We Use?
    • Channels — How Do We Reach Our Customer?
  • How Will We Make Money?
    • Revenue — Where Does the Money Come From?
    • Costs — How Do We Spend to Operate Our Business Model?
  • What Business Capabilities Will We Need?
    • Business Capabilities — What Do We Have to Be Able to Do to Support the Business Model?
  • What Partners and Resources Will We Need?
    • Ecosystem Partners — Who Can Help Us Deliver the Business Model?
    • Resources — What Will We Need to Support the Business Model?
    • The Total Business Model — Ensure Your Business Model Fits Together
  • Telling Your Business Model Story

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