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BMI.1X - The Value of

Business Models
This online course was created by:
Dr ir Mark de Reuver Prof dr Harry Bouwman
Dr Timber Haaker

Table of Contents
Contents
1. Introduction ............................................................................................................................ 3
1.1. Course overview .............................................................................................................. 3
1.2. Learning objectives/outcomes ......................................................................................... 4
1.3. What we expect from you ................................................................................................ 4
1.4. What you can expect from us/the course team ................................................................ 4
2. Course structure .................................................................................................................... 5
Block 0: Getting started .......................................................................................................... 5
Block 1: Why Business Model Innovation Matters .................................................................. 5
Block 2: Making Your First Business Model ............................................................................ 5
Block 3: Business Model Tooling ............................................................................................ 5
3. Assessment ........................................................................................................................... 6
4. Resources & Tools ................................................................................................................. 7
5. Professor/Contact information ................................................................................................ 7

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1. Introduction
Learn the value of business models and essential tools to help you develop a sound business
model for sustainable success.
Does your business need a make-over? Are you unsure how to start?
Having an innovative business model is the key for a profitable business and growth. In this
business and management course, you will learn how to design, test and implement new
business models for sustainable success.
This course introduces you to the main topics of business model innovation. You will learn what
drives business model innovation and why it is valuable to you and your business. You will
apply practical tools to (re)design and test a business model.
Be inspired by real-life business model examples from fellow entrepreneurs and learn from
leading experts who design business model innovations. By the end of this course, you will be
able to structure your thinking and communicate your business model ideas and learn how to
improve your own business.

1.1. Course overview

This course contains three blocks.. Each block spans two weeks. Within each module, there will
be online lectures, quizzes, case assignments and forum discussions. A typical block is as
follows:
- Week 1
o Online lecture about the topic of that week
o Quiz
o Tutorial on a business model tool
o Case assignment for learning how to use the tool
- Week 2
o Online lecture about the topic of that week
o Quiz
o Assignment: Apply the tool on your own business
o Peer review: Provide feedback to your peers on their assignment work

The course is open 24 hours per day so you can access the discussion forums and the course
materials anytime. The activities/assignments do have weekly deadlines however (see table).
This course is meant to be a place where you learn with and from others. We'd like you to
experience collaboration and peer-feedback, so please make sure you keep on track with other
participants. It's kind of hard to discuss and collaborate on your own.

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1.2. Learning objectives/outcomes
By the end of this course you will be able to:
 Explain what a business model is
 Explain why business models matter to your firm and the value they bring
 Apply simple-to-use tools to improve your business model
 Evaluate how business model innovation improves business performance
 Explain how tooling can help you to innovate your business model

1.3. What we expect from you

As an online student we expect you to be an active participant in this course, contribute to a
positive atmosphere in the course by asking, sharing and helping out others, meet the
announced deadlines, etc. Follow forum and collaboration guidelines.
This is a hands-on course. You will apply the insights immediately to your own business. It is
possible, but not required, to share insights on your company’s business model with other
participants. It’s fun to do so, and you can get valuable feedback from your peers. But if you
don’t feel comfortable, you can keep your business model to yourself.

1.4. What you can expect from us/the course team

Moderator: Will moderate the forum.
Response Time: Questions are best posed through the forum. We will respond to your
questions posted on the forum or by email within 48 hours (if posed in English).

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2. Course structure
The course is organized in 3 blocks, of each two weeks.

Block 0: Getting started

5th – 12th December 2016
Get started in the course. Introduce yourself on the forum. Read the syllabus.

Block 1: Why Business Model Innovation Matters

13th December – 3rd January 2016
Why do business models matter? What’s the difference between business models, revenue
models and strategy? We will define core terms and look at inspiring examples.
You’ll learn your first business model tool: a card game with business model patterns. You’ll
learn how to use the card game with a case of a bakery. And you’ll apply it to your own
business.

Block 2: Making Your First Business Model

3rd of January – 17th January 2016
You’ll learn design your first Business Model using four simple questions. .
Business model innovation should give you concrete answers. Therefore, you’ll learn also a
Business Model Metrics tool. With the tool, you’ll define clear and measurable outcomes of your
business model innovation project.

Block 3: Business Model Tooling

17th January – 8th of February 2016
Now you know why business models matter, and what you would like to get out of it. The final
step in this online course is: How can business model tools help you to innovate your business
model? You’ll learn how to select the right tool for your challenge. We’ll use what we call `I-
want-to’. By making clear what you want to achieve, you will be able to select the right tool.
We’ll give you an outlook to the four follow-up online courses: which one is best for the
challenge you are struggling with?

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3. Assessment
In order to successfully complete the course you need to will complete all assignments. All
assignments are mandatory. The deadlines highlighted in red are fixed deadlines for the peer
assignments, if you do not complete them before this date you will not receive any points for the
assignment.
The rest of the deadlines are suggested deadlines for keeping up with the pace of the course.
Please note that this still means that you have to finish all assignments before the course closes
on February 10th 2017.

The grading for the assignments is as followed:

Quizzes (40%)
Case Assignments (40%)
Peer Review (20%)

Block Assignment(s) Deadline

1 Quiz 1 Dec 20
Case assignment (Bakery) Dec 20
Quiz 2 Dec 27
Assignment 1 (apply card game on your company) Jan 3
Peer review (evaluate assignment of 2 peers) Jan 10
2 Quiz 3 Jan 13
Case assignment (Rauma case) Jan 13
Quiz 4 Jan 17
Assignment 2 (apply Metrics tool on your company) Jan 17
Peer review (evaluate assignment of 2 peers) Jan 24
3 Case assignment (I-want-to path for previous cases) Jan 26
Assignment 3 (define an I-want-to path for your own company) Jan 31
Peer review (evaluate assignment of 2 peers) Feb 7

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4. Resources & Tools
All educational resources will be available in the course.
Business model tools are available, free of charge, at www.businessmakeover.eu.

5. Professor/Contact information
Professors:
Mark de Reuver, g.a.dereuver@tudelft.nl
Harry Bouwman, w.a.g.a.bouwman@tudelft.nl
Timber Haaker, t.i.haaker@tudelft.nl

E-moderators:
Gudo Reekers, gudoreekers@hotmail.com
Stephan Kool, mail@sfkool.eu

Online Learning Support: onlinelearningsupport@tudelft.nl

Office Hours: every day from 08:00 to 24:00 (Amsterdam time)