1 ADD-ON – Charge for Extras
2 AFFILIATION – Partner Success = Own Success
3 AIKIDO – Convert Competitors’ Strengths to Weaknesses
4 AUCTION – Going once, going twice… sold!
5 BARTER – By-Products as a Bonus
6 CASH MACHINE – “Coining” Money with Negative Working Capital
7 CROSS SELLING – Two Birds with One Stone
8 CROWDFUNDING – Swarm Financing
9 CROWDSOURCING – Outsourcing to Swarms
10 CUSTOMER LOYALTY – Rewards for Enduring Loyalty
11 DIGITIZATION – Digitizing Physical Products
12 DIRECT SELLING – Skipping Middlemen
13 E-COMMERCE – Online Transparency and Cost Reductions
14 EXPERIENCE SELLING – Emotionalizing Products
15 FLAT RATE – Unlimited Consumption at a Fixed Price
16 FRACTIONAL OWNERSHIP – Share Ownership and Use Efficiently
17 FRANCHISING – One for All and All for One
18 FREEMIUM – Free Basic and Paid Premium Versions
19 FROM PUSH-TO-PULL – Customers Create a Maelstrom to Attract Value
20 GUARANTEED AVAILABILITY – Product Access is a Certainty
21 HIDDEN REVENUE – Separating Revenues from Customers
22 INGREDIENT BRANDING – Brand-in-Brand
23 INTEGRATOR – Value Added Through Integration
24 LAYER PLAYER – Layer Specialist
25 LEVERAGE CUSTOMER DATA – Varied Use of Customer Data
26 LICENSE – Commercializing Intellectual Property
27 LOCK-IN – High Switching Costs Force Loyalty
28 LONG TAIL – Little and Often Fills the Purse
29 MAKE MORE OF IT – Multiply Competencies outside Your Core Business
30 MASS CUSTOMIZATION – Off the Rack Individualism
31 NO FRILLS – Everything, Except Expensive
32 OPEN BUSINESS MODEL – Leverage Collaborative Value Creation
33 OPEN SOURCE – Creating a Free Solution Together
34 ORCHESTRATOR – Direct the Value Chain
35 PAY PER USE – Consumption-Based Fees
36 PAY WHAT YOU WANT – What is its Worth to You?
37 PEER-TO-PEER – From Person to Person
38 PERFORMANCE-BASED CONTRACTING – Results-Based Fees
39 RAZOR AND BLADE – Bait and Hook
40 RENT INSTEAD OF BUY – Purchase a Temporary Right to Use
41 REVENUE SHARING – Split Symbiotic Returns
42 REVERSE ENGINEERING – Quickly Learn from Competitors
43 REVERSE INNOVATION – Learn from Quick and Dirty Solutions
44 ROBIN HOOD – Take from the Rich and Give to the Poor
45 SELF-SERVICE – Working Customers
46 SHOP-IN-SHOP – Piggy-Backing
47 SOLUTION PROVIDER – One Stop Shop
48 SUBSCRIPTION – Subscribe to Services
49 SUPERMARKET – Huge Selection, Tiny Prices
50 TARGET THE POOR – Customers at the Base of the Earnings Pyramid
51 TRASH-TO-CASH – Monetize Garbage
52 TWO-SIDED MARKET – Attract Indirect Network Effects
53 ULTIMATE LUXURY – More for More Strategy
54 USER DESIGNED – Customers Become Inventive Entrepreneurs
55 WHITE LABEL – Own Brand Strategy
Glossary
All business model patterns at a glance
Further reading

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About the Author

Prof. Dr. Oliver Gassmann is professor of Technology Management at the University of St. Gallen, Switzerland, and Managing Director of the organisation. He is ranked one of the 5 top-most cited professors by the German Academic Association for Business Research and is one of the most influential economists in Germany, as well as one of IAMOT’s top 45 researchers worldwide.

Dr. Karolin Frankenberger is an assistant professor at the Institute of Technology Management, University of St.Gallen, Switzerland. Before joining the institute, she was a consultant at McKinsey & Company for several years, helping various clients in topics such as business model innovation and strategic change.

Michaela Csik works as an Innovation Manager at Hocim Technology Ltd, Switzerland. Previously, she was a Senior Consultant at the BMI-lab as well as a Research Associate at the Institute of Technology Management and at the Center for Design Research at Stanford University.

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