Can you *instantly* visualize the business model of 1) Apple's iPod? 2) A traditional bank? 3) Google (search)? Chances are that you can't instantly visualize any of the above business model. Why? Well, business model visualizations to date are not intuitive. Existing tools for business model visualizations such as the Business Model Canvas and 4-Box Business Model are relatively complex as well as time-consuming to learn and apply. Some progress has been made in simplifying and to some extent, standardizing, the visualization of business models especially using block diagrams. However, there is still much more work to be done. Drawing on the over 300 year history of conceptualizing, visualizing, analyzing, and designing (civil) engineering systems, I introduce a graphical notation system for instantly visualizing a business model especially as a "conversation" or "interaction of forces." The introduced Node-and-Link (NaL) notational system focuses on visualizing and classifying business models according to the type of customer segments or "conversations" between the customer and performer (enterprise). Consequently, only three types of business model (conversations) are distinguished: 1, 2, and multi-sided business model (conversations). This tripartite typology greatly facilitates the visualization, understanding, classification, analysis, and design of business model conversations. Also included in the presentation are examples of business model patterns that are classified according to the number of customer segment types. Hopefully, with this new typology, we can instantly visualize business models with a view to rapidly improve and/or innovating on them.

1. Instant Business Model Mapping
Rapidly Visualize, Understand, Classify, Analyze, and Design (VUCAD) Business Model Conversa>ons
All Business Model Conversa1ons
On The Planet
Deal With Only 3 Market Games (Pa=erns)
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing

2. All Business Model Conversa1ons
On The Planet
Deal With Only 3 Market Games (Pa=erns)
MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Instant Business Model Mapping
Rapidly Visualize, Understand, Classify, Analyze, and Design (VUCAD) Business Model Conversa>ons

3. All Business Model Conversa1ons
On The Planet
Deal With Only 3 Market Games (Pa=erns)
MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)
Instant Business Model Mapping
Rapidly Visualize, Understand, Classify, Analyze, and Design (VUCAD) Business Model Conversa>ons
WHAT
WHY
HOW
WHO

4. All Business Model Conversa1ons
On The Planet
Deal With Only 3 Market Games (Pa=erns)
MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
HOW
(Performer; Supplier)
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Instant Business Model Mapping
Rapidly Visualize, Understand, Classify, Analyze, and Design (VUCAD) Business Model Conversa>ons
WHAT
WHY
(Customer; Demander)
WHO
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)

5. All Business Model Conversa1ons
On The Planet
Deal With Only 3 Market Games (Pa=erns)
MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
ENTERPRISE
(Performer; Supplier)
Customer
(User/Payer; Demander)
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Instant Business Model Mapping
Rapidly Visualize, Understand, Classify, Analyze, and Design (VUCAD) Business Model Conversa>ons
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)

6. All Business Model Conversa1ons
On The Planet
Deal With Only 3 Market Games (Pa=erns)
MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
ENTERPRISE
(Performer; Supplier)
Customer
(User/Payer; Demander)
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Instant Business Model Mapping
Rapidly Visualize, Understand, Classify, Analyze, and Design (VUCAD) Business Model Conversa>ons
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)

7. All Business Model Conversa1ons
On The Planet
Deal With Only 3 Market Games (Pa=erns)
MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
ENTERPRISE
(Performer; Supplier)
Customer
(User/Payer; Demander)
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Instant Business Model Mapping
Rapidly Visualize, Understand, Classify, Analyze, and Design (VUCAD) Business Model Conversa>ons
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)

8. BUSINESS MODEL
CLASSIFICATION SYSTEM
(Taxonomy/Visualiza1on)
Business Model
PLATFORM
Business Model
PIPE
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Instant Business Model Mapping
Rapidly Visualize, Understand, Classify, Analyze, and Design (VUCAD) Business Model Conversa>ons

9. BUSINESS MODEL
CLASSIFICATION SYSTEM
(Taxonomy/Visualiza1on)
Business Model
PLATFORM
Business Model
PIPE
LINEAR MODEL
q 1-Sided Conversa>on
q One Market
q One Customer
Segment
q One Value Creator
q Economies of Scale
NON-LINEAR MODEL
q 2/3-Sided Conversa>on
q Two/Mul>-Markets
q Two/Mul>-Customer
Segments
q One/Two/Mul>-
Value Creators
q Network Effects; API
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Instant Business Model Mapping
Rapidly Visualize, Understand, Classify, Analyze, and Design (VUCAD) Business Model Conversa>ons

10. BUSINESS MODEL
CLASSIFICATION SYSTEM
(Taxonomy/Visualiza1on)
Business Model
PLATFORM
Business Model
PIPE
LINEAR MODEL
q 1-Sided Conversa>on
q One Market
q One Customer
Segment
q One Value Creator
q Economies of Scale
NON-LINEAR MODEL
q 2/3-Sided Conversa>on
q Two/Mul>-Markets
q Two/Mul>-Customer
Segments
q One/Two/Mul>-
Value Creators
q Network Effects; API
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
1-SIDED MARKET/
Conversa1on
Pipe
u Encyc. Britannica
u Tradi.onal Taxi
u Tradi.onal Hotel
u iPod
u Tradi.onal Nike
Instant Business Model Mapping
Rapidly Visualize, Understand, Classify, Analyze, and Design (VUCAD) Business Model Conversa>ons

11. BUSINESS MODEL
CLASSIFICATION SYSTEM
(Taxonomy/Visualiza1on)
Business Model
PLATFORM
Business Model
PIPE
2-SIDED MARKET/
Conversa1on
1-SIDED MARKET/
Conversa1on
LINEAR MODEL
q 1-Sided Conversa>on
q One Market
q One Customer
Segment
q One Value Creator
q Economies of Scale
NON-LINEAR MODEL
q 2/3-Sided Conversa>on
q Two/Mul>-Markets
q Two/Mul>-Customer
Segments
q One/Two/Mul>-
Value Creators
q Network Effects; API
Pipe Valley
u Encyc. Britannica
u Tradi.onal Taxi
u Tradi.onal Hotel
u iPod
u Tradi.onal Nike
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Instant Business Model Mapping
Rapidly Visualize, Understand, Classify, Analyze, and Design (VUCAD) Business Model Conversa>ons

12. BUSINESS MODEL
CLASSIFICATION SYSTEM
(Taxonomy/Visualiza1on)
Business Model
PLATFORM
Business Model
PIPE
2-SIDED MARKET/
Conversa1on
MULTI-SIDED
MARKET/
Conversa1on
1-SIDED MARKET/
Conversa1on
LINEAR MODEL
q 1-Sided Conversa>on
q One Market
q One Customer
Segment
q One Value Creator
q Economies of Scale
NON-LINEAR MODEL
q 2/3-Sided Conversa>on
q Two/Mul>-Markets
q Two/Mul>-Customer
Segments
q One/Two/Mul>-
Value Creators
q Network Effects; API
Pipe Diamond Valley
u Encyc. Britannica
u Tradi.onal Taxi
u Tradi.onal Hotel
u iPod
u Tradi.onal Nike
u Wikipedia
u Uber
u Airbnb
u iPhone
u Nike + Accelerator
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Instant Business Model Mapping
Rapidly Visualize, Understand, Classify, Analyze, and Design (VUCAD) Business Model Conversa>ons

13. APPENDIX:
Templates for
Instant Business Model Mapping

14. Pain/Delight (-/+): ….....
WHY
WHEN
WHO
WHERE
WHAT
HOW
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Bold Request/Job To Get Done (JTGD): ..............................................
Request Sprint Map
Request Sprint Map
Rapidly Test Bold Ideas and Achieve Bold Goals

15. Pain/Delight (-/+): ….....
WHY
Profit
(Value)
WHEN
Time
WHO
Customer
WHERE
Space/
Context
WHAT
Product/
Offer
HOW
Provider/
Performer
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Bold Request/Job To Get Done (JTGD): ..............................................
Request Sprint Map
Request Sprint Map
Rapidly Test Bold Ideas and Achieve Bold Goals

16. Pain/Delight (-/+): ….....
WHY
Profit
(Value)
WHEN
Time
q WHO is the customer?
q HOW does organizaMon deliver
product/service?
WHO
Customer
WHERE
Space/
Context
WHAT
Product/
Offer
q WHAT is the product/service?
q WHY do customers choose product/
service?
HOW
Provider/
Performer
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Bold Request/Job To Get Done (JTGD): ..............................................
Request Sprint Map
Request Sprint Map
Rapidly Test Bold Ideas and Achieve Bold Goals

17. Pain/Delight (-/+): ….....
WHY
Profit
(Value)
WHEN
Time
q WHO is the customer?
q HOW does organizaMon deliver
product/service?
WHO
Customer
WHERE
Space/
Context
WHAT
Product/
Offer
q WHAT is the product/service?
q WHY do customers choose product/
service?
HOW
Provider/
Performer
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Bold Request/Job To Get Done (JTGD): ..............................................
Request Sprint Map
Request Sprint Map
Rapidly Test Bold Ideas and Achieve Bold Goals
WHAT
WHY
HOW
WHO
Business Model Strip

18. Pain/Delight (-/+): ….....
WHY
Profit
(Value)
WHEN
Time
WHO
Customer
WHERE
Space/
Context
WHAT
Product/
Offer
HOW
Provider/
Performer
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Bold Request/Job To Get Done (JTGD): ..............................................
Request Sprint Map
Request Sprint Map
Rapidly Test Bold Ideas and Achieve Bold Goals

19. Pain/Delight (-/+): ….....
WHY
Profit
(Value)
WHEN
Time
WHO
Customer
WHERE
Space/
Context
WHAT
Product/
Offer
HOW
Provider/
Performer
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Bold Request/Job To Get Done (JTGD): ..............................................
Request Sprint Map
Request Sprint Map
Rapidly Test Bold Ideas and Achieve Bold Goals
WHAT
WHY
HOW
WHO
Business Model Strip

20. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)
Pain/Delight (-/+): …..... Bold Request/Job To Get Done (JTGD): ..............................................
Instant Business Model Map (IBMM)
q Future q Present q Past
WHAT
WHY
HOW
WHO

21. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)
Pain/Delight (-/+): …..... Bold Request/Job To Get Done (JTGD): ..............................................
Instant Business Model Map (IBMM)
q Future q Present q Past
WHAT
WHY
HOW
WHO
TOOL (ALTERNATIVES)

22. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
ENTERPRISE
(Performer; Supplier)
Customer
(User/Payer; Demander)
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)
Pain/Delight (-/+): …..... Bold Request/Job To Get Done (JTGD): ..............................................
Instant Business Model Map (IBMM)
q Future q Present q Past

23. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
ENTERPRISE
(Performer; Supplier)
Customer
(User/Payer; Demander)
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)
Pain/Delight (-/+): …..... Bold Request/Job To Get Done (JTGD): ..............................................
TOOL (ALTERNATIVES)
Instant Business Model Map (IBMM)
q Future q Present q Past

24. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm; Valley)
MulM-Sided
ConversaMon
(PlaEorm; Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): …..... Bold Request/Job To Get Done (JTGD): ..............................................
Instant Business Model Map (IBMM)
q Future q Present q Past

25. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm; Valley)
MulM-Sided
ConversaMon
(PlaEorm; Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): …..... Bold Request/Job To Get Done (JTGD): ..............................................
TOOL (ALTERNATIVES)
Instant Business Model Map (IBMM)
q Future q Present q Past

26. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm; Valley)
MulM-Sided
ConversaMon
(PlaEorm; Diamond)
q Asset Sale
q Bundling
(Supermarket)
q Cellphone
q Disinterme-
dia1on
q Frac1onaliza-
1on
q Leasing (Rent)
q Low Touch
(No Frills)
q Mul1level
Marke1ng
q Do It Yourself
q Nega1ve
Opera1ng
Cycle
q Pay-as-
you-go
q Pay-what-
you-want
q Product-
to-Service
q Reverse
Auc1on
q Standardi-
za1on
q Subscrip-
1on Club
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): …..... Bold Request/Job To Get Done (JTGD): ..............................................
TOOL (ALTERNATIVES)
Instant Business Model Map (IBMM)
q Future q Present q Past

27. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm; Valley)
MulM-Sided
ConversaMon
(PlaEorm; Diamond)
q Asset Sale
q Bundling
(Supermarket)
q Cellphone
q Disinterme-
dia1on
q Frac1onaliza-
1on
q Leasing (Rent)
q Low Touch
(No Frills)
q Mul1level
Marke1ng
q Do It Yourself
q Nega1ve
Opera1ng
Cycle
q Pay-as-
you-go
q Pay-what-
you-want
q Product-
to-Service
q Reverse
Auc1on
q Standardi-
za1on
q Subscrip-
1on Club
q Adver1sing
q Affinity Club
q Auc1on
(Without Ads)
q Bank
(Tradi1onal)
q Brokerage
(Commission)
q Co-crea1on
q Da1ng Club
(Tradi1onal)
q Freemium
(Without Ads)
q Outsourcing
q Partnering
q Razor/
Blades
q Reverse
Razor/
Blades
q Shopping
Mall
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): …..... Bold Request/Job To Get Done (JTGD): ..............................................
TOOL (ALTERNATIVES)
Instant Business Model Map (IBMM)
q Future q Present q Past

28. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm; Valley)
MulM-Sided
ConversaMon
(PlaEorm; Diamond)
q Asset Sale
q Bundling
(Supermarket)
q Cellphone
q Disinterme-
dia1on
q Frac1onaliza-
1on
q Leasing (Rent)
q Low Touch
(No Frills)
q Mul1level
Marke1ng
q Do It Yourself
q Nega1ve
Opera1ng
Cycle
q Pay-as-
you-go
q Pay-what-
you-want
q Product-
to-Service
q Reverse
Auc1on
q Standardi-
za1on
q Subscrip-
1on Club
q Adver1sing
q Affinity Club
q Auc1on
(Without Ads)
q Bank
(Tradi1onal)
q Brokerage
(Commission)
q Co-crea1on
q Da1ng Club
(Tradi1onal)
q Freemium
(Without Ads)
q Outsourcing
q Partnering
q Razor/
Blades
q Reverse
Razor/
Blades
q Shopping
Mall
q Auc1on (with
Ad-Revenue)
q B2B-
Mul1sided
(Financial
Services)
q Crowdfund-
ing
q Crowdsourc-
ing (with Ad-
Revenue)
q Crowdsourc-
ing (with
Cash
Dona1on)
q Freemium
(with Ad-
Revenue)
q Healthcare
q Razor/
Blades-
Mul1sided
(Gaming)
q Strip Club
q User
Communi-
1es (With
Ad-
Revenue)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): …..... Bold Request/Job To Get Done (JTGD): ..............................................
TOOL (ALTERNATIVES)
Instant Business Model Map (IBMM)
q Future q Present q Past

29. Example 1
Instant Business Model Mapping
for
SmartPhone Project

30. q WHAT is the product/service?
Pain/Delight (-/+): ….....
WHY
Profit
(Value)
WHEN
Time
q WHO is the customer?
q HOW does organizaMon deliver
product/service?
WHO
Customer
WHERE
Space/
Context
WHAT
Product/
Offer
q WHY do customers choose product/
service?
HOW
Provider/
Performer
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Request Sprint Map Business Model Strip
Instant Business Model Map (IBMM) for SmartPhone Project
Bold Request/Job To Get Done (JTGD): Would you like to
access/process informa.on anywhere
(any.me: 24x7)?

31. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): ….....
TOOL (ALTERNATIVES)
ü Classic iPhone
Instant Business Model Map (IBMM) for SmartPhone Project
q Future q Present ü Past (2007)
Bold Request/Job To Get Done (JTGD): Would you like to
access/process informa.on anywhere (any.me: 24x7)?

32. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): ….....
TOOL (ALTERNATIVES)
ü Classic iPhone
Instant Business Model Map (IBMM) for SmartPhone Project
q Future q Present ü Past (2007)
Bold Request/Job To Get Done (JTGD): Would you like to
access/process informa.on anywhere (any.me: 24x7)?
Blackberry Palm

33. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)
Pain/Delight (-/+): ….....
WHAT
WHY
HOW
WHO
TOOL (ALTERNATIVES)
ü Classic iPhone
Instant Business Model Map (IBMM) for SmartPhone Project
Bold Request/Job To Get Done (JTGD): Would you like to
access/process informa.on anywhere (any.me: 24x7)?
q Future q Present ü Past (2007)
Blackberry Palm

34. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
ENTERPRISE
(Performer; Supplier)
Customer
(User/Payer; Demander)
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)
Pain/Delight (-/+): ….....
TOOL (ALTERNATIVES)
ü Classic iPhone
Instant Business Model Map (IBMM) for SmartPhone Project
Bold Request/Job To Get Done (JTGD): Would you like to
access/process informa.on anywhere (any.me: 24x7)?
q Future q Present ü Past (2007)
Blackberry Palm

35. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm; Valley)
MulM-Sided
ConversaMon
(PlaEorm; Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): ….....
TOOL (ALTERNATIVES)
ü Classic iPhone
Instant Business Model Map (IBMM) for SmartPhone Project
Bold Request/Job To Get Done (JTGD): Would you like to
access/process informa.on anywhere (any.me: 24x7)?
q Future q Present ü Past (2007)
Blackberry Palm

36. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm; Valley)
MulM-Sided
ConversaMon
(PlaEorm; Diamond)
ü Asset Sale
ü Bundling
(Supermarket)
ü Cellphone
ü Disinterme-
diaMon
q Frac1onaliza-
1on
q Leasing (Rent)
q Low Touch
(No Frills)
q Mul1level
Marke1ng
q Do It Yourself
q Nega1ve
Opera1ng
Cycle
q Pay-as-
you-go
q Pay-what-
you-want
q Product-
to-Service
q Reverse
Auc1on
q Standardi-
za1on
q Subscrip-
1on Club
q Adver1sing
q Affinity Club
q Auc1on
(Without Ads)
q Bank
(Tradi1onal)
q Brokerage
(Commission)
q Co-crea1on
q Da1ng Club
(Tradi1onal)
q Freemium
(Without Ads)
ü Outsourcing
ü Partnering
q Razor/
Blades
q Reverse
Razor/
Blades
ü Shopping
Mall
q Auc1on (with
Ad-Revenue)
q B2B-
Mul1sided
(Financial
Services)
q Crowdfund-
ing
q Crowdsourc-
ing (with Ad-
Revenue)
q Crowdsourc-
ing (with
Cash
Dona1on)
q Freemium
(with Ad-
Revenue)
q Healthcare
q Razor/
Blades-
Mul1sided
(Gaming)
q Strip Club
ü User
Communi-
Mes (With
Ad-
Revenue)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): ….....
TOOL (ALTERNATIVES)
ü Classic iPhone
Instant Business Model Map (IBMM) for SmartPhone Project
Bold Request/Job To Get Done (JTGD): Would you like to
access/process informa.on anywhere (any.me: 24x7)?
q Future q Present ü Past (2007)
Blackberry Palm

37. Example 2
Instant Business Model Mapping
for
Music Project

38. Pain/Delight (-/+): ….....
WHY
Profit
(Value)
WHEN
Time
q WHO is the customer?
q HOW does organizaMon deliver
product/service?
WHO
Customer
WHERE
Space/
Context
WHAT
Product/
Offer
q WHY do customers choose product/
service?
HOW
Provider/
Performer
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Request Sprint Map Business Model Strip
Instant Business Model Map (IBMM) for Music Project
Bold Request/Job To Get Done (JTGD): Would you like to
listen to music anywhere (any.me: 24x7)?
q WHAT is the product/service?
WHAT
WHY
HOW
WHO

39. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): ….....
TOOL (ALTERNATIVES)
q Portable Music Player
q Portable Casse^e Player
q Portable Compact Disc
q Music Jukebox
Instant Business Model Map (IBMM) for Music Project
q Future q Present q Past
Bold Request/Job To Get Done (JTGD): Would you like to
listen to music anywhere (any.me: 24x7)?

40. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)
Pain/Delight (-/+): ….....
WHAT
WHY
HOW
WHO
Bold Request/Job To Get Done (JTGD): Would you like to
listen to music anywhere (any.me: 24x7)?
TOOL (ALTERNATIVES)
q Portable Music Player
q Portable Casse^e Player
q Portable Compact Disc
q Music Jukebox
Instant Business Model Map (IBMM) for Music Project
q Future q Present q Past

41. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
ENTERPRISE
(Performer; Supplier)
Customer
(User/Payer; Demander)
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)
Pain/Delight (-/+): ….....
TOOL (ALTERNATIVES)
q Portable Music Player
q Portable Casse^e Player
q Portable Compact Disc
q Music Jukebox
Instant Business Model Map (IBMM) for Music Project
q Future q Present q Past
Bold Request/Job To Get Done (JTGD): Would you like to
listen to music anywhere (any.me: 24x7)?

42. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm; Valley)
MulM-Sided
ConversaMon
(PlaEorm; Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): ….....
TOOL (ALTERNATIVES)
q Portable Music Player
q Portable Casse^e Player
q Portable Compact Disc
q Music Jukebox
Instant Business Model Map (IBMM) for Music Project
q Future q Present q Past
Bold Request/Job To Get Done (JTGD): Would you like to
listen to music anywhere (any.me: 24x7)?

43. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm; Valley)
MulM-Sided
ConversaMon
(PlaEorm; Diamond)
q Asset Sale
q Bundling
(Supermarket)
q Cellphone
q Disinterme-
dia1on
q Frac1onaliza-
1on
q Leasing (Rent)
q Low Touch
(No Frills)
q Mul1level
Marke1ng
q Do It Yourself
q Nega1ve
Opera1ng
Cycle
q Pay-as-
you-go
q Pay-what-
you-want
q Product-
to-Service
q Reverse
Auc1on
q Standardi-
za1on
q Subscrip-
1on Club
q Adver1sing
q Affinity Club
q Auc1on
(Without Ads)
q Bank
(Tradi1onal)
q Brokerage
(Commission)
q Co-crea1on
q Da1ng Club
(Tradi1onal)
q Freemium
(Without Ads)
q Outsourcing
q Partnering
q Razor/
Blades
q Reverse
Razor/
Blades
q Shopping
Mall
q Auc1on (with
Ad-Revenue)
q B2B-
Mul1sided
(Financial
Services)
q Crowdfund-
ing
q Crowdsourc-
ing (with Ad-
Revenue)
q Crowdsourc-
ing (with
Cash
Dona1on)
q Freemium
(with Ad-
Revenue)
q Healthcare
q Razor/
Blades-
Mul1sided
(Gaming)
q Strip Club
q User
Communi-
1es (With
Ad-
Revenue)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): ….....
TOOL (ALTERNATIVES)
q Portable Music Player
q Portable Casse^e Player
q Portable Compact Disc
q Music Jukebox
Instant Business Model Map (IBMM) for Music Project
q Future q Present q Past
Bold Request/Job To Get Done (JTGD): Would you like to
listen to music anywhere (any.me: 24x7)?

44. Example 2
Instant Business Model Mapping
for
Book Project

45. Pain/Delight (-/+): ….....
WHY
Profit
(Value)
WHEN
Time
q WHO is the customer?
q HOW does organizaMon deliver
product/service?
WHO
Customer
WHERE
Space/
Context
WHAT
Product/
Offer
q WHY do customers choose product/
service?
HOW
Provider/
Performer
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Request Sprint Map Business Model Strip
q WHAT is the product/service?
WHAT
WHY
HOW
WHO
Bold Request/Job To Get Done (JTGD): Would you like to obtain insights
on ... business model visualiza.on, improvement,
and innova.on (24x7)?
Instant Business Model Map (IBMM) for Book Project

46. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): …..... Bold Request/Job To Get Done (JTGD): Would you like to obtain insights
on ... business model visualiza.on, improvement, and innova.on (24x7)?
TOOL (ALTERNATIVES)
q Book (Hardcopy )
q Book (Digital)
q App (So`ware)
q Wiki (Community)
Instant Business Model Map (IBMM) for Book Project
q Future q Present q Past

47. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)
Pain/Delight (-/+): ….....
WHAT
WHY
HOW
WHO
TOOL (ALTERNATIVES)
q Book (Hardcopy )
q Book (Digital)
q App (So`ware)
q Wiki (Community)
Instant Business Model Map (IBMM) for Book Project
q Future q Present q Past
Bold Request/Job To Get Done (JTGD): Would you like to obtain insights
on ... business model visualiza.on, improvement, and innova.on (24x7)?

48. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm: Valley)
MulM-Sided
ConversaMon
(PlaEorm: Diamond)
INSTANT
BUSINESS MODEL
STRIP
ENTERPRISE
(Performer; Supplier)
Customer
(User/Payer; Demander)
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Key: Request; Payment/Reward (WHY) Offer; Product/Service (WHAT)
Pain/Delight (-/+): ….....
TOOL (ALTERNATIVES)
q Book (Hardcopy )
q Book (Digital)
q App (So`ware)
q Wiki (Community)
Instant Business Model Map (IBMM) for Book Project
q Future q Present q Past
Bold Request/Job To Get Done (JTGD): Would you like to obtain insights
on ... business model visualiza.on, improvement, and innova.on (24x7)?

49. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm; Valley)
MulM-Sided
ConversaMon
(PlaEorm; Diamond)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): ….....
TOOL (ALTERNATIVES)
q Book (Hardcopy )
q Book (Digital)
q App (So`ware)
q Wiki (Community)
Instant Business Model Map (IBMM) for Book Project
q Future q Present q Past
Bold Request/Job To Get Done (JTGD): Would you like to obtain insights
on ... business model visualiza.on, improvement, and innova.on (24x7)?

50. MARKET
GAME
(PaCern)
1-Sided
ConversaMon
(Pipe; Chain)
2-Sided
ConversaMon
(PlaEorm; Valley)
MulM-Sided
ConversaMon
(PlaEorm; Diamond)
q Asset Sale
q Bundling
(Supermarket)
q Cellphone
q Disinterme-
dia1on
q Frac1onaliza-
1on
q Leasing (Rent)
q Low Touch
(No Frills)
q Mul1level
Marke1ng
q Do It Yourself
q Nega1ve
Opera1ng
Cycle
q Pay-as-
you-go
q Pay-what-
you-want
q Product-
to-Service
q Reverse
Auc1on
q Standardi-
za1on
q Subscrip-
1on Club
q Adver1sing
q Affinity Club
q Auc1on
(Without Ads)
q Bank
(Tradi1onal)
q Brokerage
(Commission)
q Co-crea1on
q Da1ng Club
(Tradi1onal)
q Freemium
(Without Ads)
q Outsourcing
q Partnering
q Razor/
Blades
q Reverse
Razor/
Blades
q Shopping
Mall
q Auc1on (with
Ad-Revenue)
q B2B-
Mul1sided
(Financial
Services)
q Crowdfund-
ing
q Crowdsourc-
ing (with Ad-
Revenue)
q Crowdsourc-
ing (with
Cash
Dona1on)
q Freemium
(with Ad-
Revenue)
q Healthcare
q Razor/
Blades-
Mul1sided
(Gaming)
q Strip Club
q User
Communi-
1es (With
Ad-
Revenue)
INSTANT
BUSINESS MODEL
STRIP
World-class Coaching on Request Sprint Map & Master of Business Model Engineering (MBME). Design Sprint Strategist
Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Pain/Delight (-/+): ….....
TOOL (ALTERNATIVES)
q Book (Hardcopy )
q Book (Digital)
q App (So`ware)
q Wiki (Community)
Instant Business Model Map (IBMM) for Book Project
q Future q Present q Past
Bold Request/Job To Get Done (JTGD): Would you like to obtain insights
on ... business model visualiza.on, improvement, and innova.on (24x7)?