FOUNDER FINANCE THE IMPORTANCE OF BUSINESS MODELS

INTRODUCTION
Once you’ve identified your opportunity, the next step is to devise a strategy to pursue that
opportunity. Although you’re probably familiar with the basic strategy categories from previous
coursework—differentiation, low cost, niche—many would-be entrepreneurs fail to grasp the
intricacies of devising and implementing their strategy. All strategies are driven by the company’s
business model. At the heart of any successful startup is a business model that generates enough
cash to sustainably grow and gain market share.

Many entrepreneurs focus too much on writing a pitch or business plan for the sole purpose of
raising money, rather than to prove out for themselves that there is a large and growing market
with an important need or problem to be addressed. When using this approach neither the pitch,
nor the business plan hold up to the scrutiny of investor inquiry because the most important
questions and analysis are being put off to some future time after ample cash has been raised.
While this approach might work well when money is in abundant supply, it ignores the most
important depleting asset of any entrepreneur, time. The desire to execute on an idea sometimes
outweighs the importance of discovering precisely what you should be building and for whom.
By putting the cart before the horse, you run the risk of building the wrong product for the wrong
market and having to “pivot,” which is a term that has become synonymous with “we screwed
up and will have to spend more time and money to do the right thing.”

Building a company from

scratch is always a
challenging task and one
that deserves a thoughtful
and thorough approach to
understand the various
elements that comprise
your business model.
Figures 1 and 2 represent
the critical elements of any
business model, how they
relate to the competitive
and industry context, and
help to support a
comprehensive financial
strategy. There are a series
of questions that
accompany each element
that need to be answered. Think of the Business Model Wheel as an experiment, or multiple
experiments, each with a hypothesis that you plan to either prove or disprove. The purpose is to
work through answering the most critical questions related to each element, assess their fit, and
to try and find a model that is scalable and repeatable. It is an iterative process. This approach

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allows you to address several

potential opportunities
simultaneously, continuously
iterating to discover what the
customer wants and is willing
to pay to solve an important
problem. Once a working
business model is found, it
can be translated into an
operating plan that the
company can execute, while
business plans have a
tendency to go into a file
cabinet.

So, what is the difference

between a business plan, a
business model and an operating plan? It’s all in the approach, timing and use. Business model
exploration is an iterative process that should yield incredible knowledge and confidence in your
idea. It can then be put into a tactical operating plan that can be shared with the company,
executed, and monitored.

THE CORE (Steps 1, 2 & 3)

At the core of the business model wheel is the foundation upon which every great business is
built – The Value Proposition, Differentiation, and Target Market. These are not necessarily
created in the sequence in which they appear. It is best to work on them simultaneously and in
concert with customer interactions.

The Value Proposition addresses the reasons why customers will purchase whatever it is that you
are selling. It answers several key questions:

• What is it?
• Who is it for?
• Why do they need it?
• How does it work?
• What is unique or different?

The first four questions allow you to consider the product offering, the target audience, the
compelling reason for them to take action, and the experience that you hope for them to have
while using your product. Customers require a reason to purchase – an unmet need, a problem
to be solved, an experience they desire to have. Your value proposition can be thought of as a
collection of reasons as to why customers will part with their hard earned money. The benefits
of what you are providing must clearly outweigh the costs. In a world with endless possibilities
and businesses competing for a share of wallet, your solution must address the customer’s

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The Problem with Pivots problem in a manner that focuses on the most
Though there have been many successful high- important needs in new and different ways that yield
profile pivots namely Twitter, Paypal, Instagram, the best results.
and Pinterest, the truth is that most fail. The pivots
that do work usually occur during the customer
Differentiation is broken out as its own rather than
discovery phase of a startup’s life. This should be a
period when the company is rapidly and being lumped in with the value proposition even
inexpensively testing several ideas to determine though differentiation is an important part of the
which will resonate. During this phase when the overall value proposition. This was done specifically
company is in search of a repeatable, scalable to bring attention to one of the most overlooked and
business model, cash burn should be at a minimum.
misunderstood elements of the value proposition.
This ensures that if your first idea fails, you’ll have
time and money to try something else.
Your differentiation must be something that is truly
It’s when a company tries to pivot during the not easily copied in short order, or easily procured. It
execution phase that the chance of success become must be something that satisfies an important
less, because a lot of real and political capital has
customer want or need in a significantly unique and
been spent - the organization and operations have
already scaled and the initial product is fully beneficial way. To start, think of your differentiation
developed. At this point in the life of the company as addressing one or more of three needs – Air,
it has already raised two or perhaps three rounds of Aspirin, or Addiction. Air is a necessity. You need it to
funding, scaled sales and marketing, and the survive. Aspirin addresses a pain. Addiction is neither
company profile is higher than it would be in the
a necessity, nor a pain reliever, but something that
discovery phase.
you feel a strong desire to use. If you are addressing
Pivoting at this point presents several challenges: 1) a necessity, you should ask yourself how the
Investor fatigue and loss of confidence. Pivot once customer is solving the problem today and does your
during the discovery phase and it can be interpreted solution create enough of a benefit to convince them
as learning and adapting to the findings. Pivot two
to switch? If you are addressing a pain, a good
or three times and investors begin to wonder if it is
worth continuing, especially if the pivot comes too question to ask is, if you are addressing an issue that
late and after most of the capital has been used. 2) has, or will have, dire consequences if not addressed?
The best employees head for the door. There are In other words, are you solving a “top 3 problem”
two critical jobs in a startup – the people who make with adverse personal or economic ramifications for
things and the people who sell things. The first do
the customer? Addiction is more difficult to predict,
not enjoy scrapping everything that they have
worked on previously in favor of a new thing. Simply but if achieved can have enormous market potential.
put, developers hate to be whipsawed. You can For instance, who could have ever imagined that
usually sell one new vision, but too many times and billions of people around the world would have
they lose faith and move on. Salespeople, especially Facebook accounts, or post photos regularly to
the good ones, will not hang around if the prospect
Instagram?
of making money has once again been pushed off
into the future. They will also protect their
reputations with their best customers and not want Your differentiation must also resonate with the
to sell them and resell them a new story. Take too customer. It is not enough to say that your product
long to get the product right and once again the best has 25 features, while your competitor’s product only
people head for the door first.
has 15. What is important is to have those few key
The lesson here is do more experimenting and features that the customer can’t live without, or
hypothesis testing early and you might preserve perhaps have high switching costs. For example,
enough trust and money to try to successfully pivot media measurement firm Nielsen Holdings Plc,
once. moved 56,000 employees from Microsoft Corp.’s

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Value Proposition Example: Uber’s Unique Customer Value business software to the paid versions of
Proposition Google’s G Suite. Nielsen executives
realized that 60% of their employees
Although Uber is widely criticized for its work culture, corporate
were under the age of 35 and had years
governance, and treatment of its drivers, its Customer Value
Proposition is simple and easy-to-understand. The message, “Move the of experience using the free versions of
way you want,” which is taken from the company’s homepage conveys Gmail and Google Docs. Despite having
to drivers and passengers alike what the service is and for whom. fewer features, the Google’s products
focus on “new ways of working” and
more fashionable office trends, like
remote work and consumer-style
applications that millennials are more
accustomed to using. 1

Last, in order to close the deal, you

should be able to substantiate any
claims that you make about your
product or service. Most customers do
not like taking risk and will require more
proof of the claims that you are making.
Substantiation can be accomplished in
Below the tag line it clearly outlines why they need this service. For
any number of ways. Customer case
drivers they can set their own hours of operation and work where they
like. For passengers it conveys simplicity, “Tap your phone. Get where studies and testimonials are just two
you’re headed. If you want to know more, just click and find out how it that are often used along with product
works and, without explicitly stating, how it is unique and better than a awards or more complex substantiation
typical cab.” research. However, do not be tempted
to push the limits when it comes to
substantiation and it is probably good to
even avoid simple puffery.2 Remember
that competitors, regulators and
consumers will place a high level of
scrutiny on any claims that you make. So
be certain to establish and comply with
a clear approval and due diligence policy
for claims that you make about your
product or service.

1
https://www.itprotoday.com/collaboration/google-grabs-nielsen-business-apps-user-microsoft
2
Puffery: General, favorable statements of exaggeration that cannot be proven and are not likely to be relied upon
by consumers. Includes general claims of superiority that are understood by consumers as merely an expression of
opinion.

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THE MARKET (Steps 4, 5, 6, & 7) Lack of Substantiation

A common flaw of business plans and presentations, in It is never good to deceive the public by
particular in the high-tech industry, is the hyper-focus on pushing the truth or making
the product or idea. Any seasoned investor will tell you unsubstantiated claims. When companies
cross the line it can cost them millions of
that they invest first in teams and second in potentially dollars and lost trust from the negative
large and growing market opportunities. While the idea publicity that usually accompanies
is important, it does not paint a complete picture of the scandals.
opportunity. As a first step, you should identify the
target market, or markets for whom you are creating Take for instance Volkswagen who falsely
advertised environmentally friendly
value. Even though this is a first step, the analysis should diesel cars. In March of 2016, the Federal
go much deeper than to simply identify what is Trade Commission (FTC) filed a lawsuit
commonly referred to as the Total Available Market against the company claiming that the
(TAM). The TAM is best defined as the total market VW had deceived customers with false
demand for a product or service. However, the biggest claims of “Clean Diesel” vehicles. Prior to
the lawsuit, it was exposed that the
way to lose credibility with investors is to recite someone company had been cheating on emissions
else’s market research and then proclaim that you will test for at least seven years.
get 1% or 2% of the TAM. This type of over simplified
thinking will only serve to increase perceived risk in the The company was fined $4.3 billion in the
minds of investors. Instead, do your own analysis of the U.S. to resolve criminal and civil penalties
and an additional $1.18 billion by German
market. At a minimum, drill down to the next level of authorities.
market segmentation, the Serviceable Available Market
(SAM). The SAM is the segment, or segments, of the TAM that you plan to target your product or
service for sale. Initially, the targets identified are within realistic reach given your company’s
budget and location. This level of segmentation helps you identify those customer segments for
whom the value proposition resonates and are likely prospects. Then, as will be explained in step
#4, you can drill down even deeper to determine the portion of the SAM you can likely capture
as customers. This segment is referred to as the Serviceable Obtainable Marketing (SOM).

For example, let’s assume that you are going to open a specialized fitness studio for women in
your town that you hope to expand in the future. You TAM would be the worldwide fitness
market. If you were the only game in town and had the ability to expand into every country, then
the TAM would be your market, but this is not realistic.

If you are starting off in your town then demand for your studio will be based upon certain
segments of the female population and their exercise habits. You might also make some
comparisons to similar types of studios in towns with similar demographics to yours. Therefore,
your SAM would be the estimated demand for your type of studio within your geographic area.

Since you are likely not the only exercise offering in your area, you would have to further segment
the market by taking into consideration how far women are willing to travel to your studio and
what other opportunities exist for them to get exercise. This narrower target would be your SOM.

The next three steps focus on outward customer facing elements of the business model. The
purpose here is to build atop the foundation that you created in steps 1 – 3 by further identifying

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your customer segments and considering how you plan to communicate with them to build
awareness, trial and purchase. Another element to consider is sales and distribution of your
product or service and the ongoing relationship that your customer wishes to have with you.
Finally, how to do you make money? What are the drivers of revenue and how will you price your
product or service?

CUSTOMER SEGMENTS (Step 4)

In the early stages of a startup, both the customer and the offering are continuously being
explored. As you begin to narrow down both, individual customer segments, especially those
most likely to be early innovators and adopters of your product become better understood. We
call this the Serviceable Obtainable Market (SOM). By understanding individual segment
personas, size, and growth potential you can begin to answer critical questions related to how,
why and where they will purchase? What and how they will pay? What is the extent of the
relationship required and other services they wish for you to provide? And, how profitable each
segment might be now and in the future?

Questions to consider:
• What is the Segmented Obtainable Market?
• Where do they purchase?
• How do they purchase?
• Why do they purchase?
• What and how do they pay?
• What relationship is required for each?
• What other products or services do they want you to provide?
• How profitable is each segment?

MARKETING CHANNELS (Step 5)

In the 1989 movie, Field of Dreams, an Iowa farmer, hearing voices, interprets them as a
command to build a baseball diamond in his fields; he does and the 1919 Chicago White Sox show
up along with hundreds of fans to watch them play without spending a dime to reach them! How
you plan to communicate with the target customer(s) to build awareness, trial and purchase, and
at what cost, is another consideration that is often overlooked especially by new entrepreneurs.
A Field of Dreams marketing strategy rarely works. Even in some situations where lightning strikes
and an inexpensive video goes viral, which happened with Dollar Shave Club’s first video, this
initial success must be followed up with a more comprehensive marketing strategy to build brand
awareness.

Depending upon the type of business, the cost of customer acquisition can be a significant
operating expense. Careful consideration and planning must be given to the target audience, the
message, the appropriate channels, content types, and frequency necessary to build awareness
of your brand.

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Questions to consider:
• What are the best ways to reach our target segments?
• What are their sources of information?
• Whom do they trust?
• What is the cost of customer acquisition (CAC)?
• What is the customer lifetime value (CLTV)?

DISTRIBUTION CHANNELS (Step 6)

Determining the most appropriate and cost-effective channel is another consideration that will
affect both cost and revenue potential. Today’s customers want speed and convenience of
purchase. It is important to understand the relationship and services that customers desire and
factor it into your business model.

CAC and CLTV

The Cost of Customer Acquisition (CAC) and Customer Lifetime Value (CLTV) are two important measures of sales
and marketing efficiency. These measures answer the simple question: Is the lifetime value of a customer (CLTV)
more than the cost to acquire that customer (CAC)? You might also see this expressed as a ratio CLTV:CAC. In
any case, you want your CLTV to be significantly higher than your CAC. If you are using the ratio a good rule of
thumb is that CLTV should be at least 3 times more than the CAC, or a ratio of 3:1.
For founders this simple calculation provides answers to other important questions that are part of the
business model like:
• Do I have the right go-to-market strategy?
• How much can/should I invest in sales and marketing?
• Which customers should I target and with which products/services?

These and other questions will cause you to think more about where you spend both your time and money to
capture each additional customer.
There are a couple of ways to calculate CLTV. The first is with the formula:

CLTV = Average Revenue per Customer / Customer Churn

Or you can calculate CLTV using the following formula:

CLTV = Average Revenue per Customer x Average Customer Lifetime
For example, assume that you are selling a subscription to a mobile app for $6.00 per month and the average
customer lifetime is 24 months. The CLTV is:

$6 x 24 = $144
CAC can be calculated using the formula:
CAC = Total Sales and Marketing expense / Number of New Customers

Let’s assume that you spent $5,000 on online marketing to attract 135 new customers. Therefore, your CAC
would be:

$5,000 / 135 = $37

The CLTV: CAC Ratio would then be $144 / $37 = 3.89

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Questions to consider:
• How will you reach the customer? Each segment?
• How are they reached today? Direct? Indirect? Owned? Partnered?
• What services/relationship is offered with each?
• Which channels work best?
• Are the channels integrated?
• Which channels are most cost efficient?

REVENUE STREAMS (Step 7)

Revenue is often represented in the business plan as a series of annual numbers that grow
exponentially year-over-year. When displayed graphically the revenue line resembles a “hockey
stick.” Ask how the numbers were determined and, at best, there might be some estimates of
unit growth. Probe more deeply into the support for the numbers and the business case typically
falls apart.

Revenue drivers, streams, pricing and margins need to be well understood and estimates based
on primary, as well as secondary, research and comparable data. What drives revenue is
customer demand. Customer demand is driven by market size and growth, and your ability to
best meet market needs at a price and place that is amenable to the customer. Other things to
consider are sales cycle time, frequency of purchase, volume of purchase, and breakeven points.

Streams of revenue relate to the variety of ways in which you make money by selling your product
or service. Having multiple streams is often preferred to a single stream of revenue. Following
are several examples of revenue streams:

• Unit Sales – Sell a product or service to customers on a per unit basis

• Advertising Fees – Sell opportunities to distribute messages
• Franchise Fees – Sell and support a replicable business for others to invest in, grow, and
manage locally
• Utility Fees – Sell goods and services on a per-use or as-consumed basis
• Subscription Fees – Charge a fixed price for access to your services for a period of time or
series of uses
• Transaction Fees – Charge a fee for referring, enabling, or executing a transaction
between parties
• Professional Fees – Provide professional services on a time-and-materials contract
• License Fees – Sell the rights to use intellectual property

Pricing must also be given careful thought and be market tested, as it will affect margins. Here
too there are a number of ways to determine the appropriate fixed or dynamic pricing methods.
Perhaps the best example of dynamic pricing is Uber’s “Surge Pricing.” Employing an algorithm

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to set price proportionate to demand, prices increase during peak periods to encourage more
drivers to go online.

As you can see there is a lot more to understanding revenue than the typical “hockey stick” graph
might imply.

Questions to consider:
• What are the drivers of revenue3?
• What are customers willing to pay? What are the pricing mechanisms?
• How do they pay? Are there alternative methods of payment?
• What is the average time to a sale? Frequency of purchase? Volume of purchase?
• What is the contribution margin?
• What are the breakeven points? (unit volume, sales volume)
• Where is there leverage in the revenue model?

PRODUCT AND OPERATIONS (Steps 8, 9, 10, & 11)

Now that you have an understanding of the various customer segments and their needs, the
question that remains is can you build a product or service cost effectively? Understanding
resource needs and potential partnerships are necessary steps in answering this question.
Understanding the resources necessary, their availability, and their associated costs are an
important series of steps in understanding your business model.

RESOURCES (Step 8)
Understanding resource intensity is another important element of your business model.
Resources tend to cluster around four categories: 1) Human resources; 2) Physical resources; 3)
Intellectual resources; and, 4) Financial resources.

In some businesses people costs can add up to 70% to 80% of total operating expenses.
Understanding how and when to recruit and onboard people is an extremely important exercise
that can have a large impact on cash burn. As part of your overall operating plan, take time to
understand what human resource are required at the various phases of company launch and
growth. The hiring process takes time and finding the right fit is paramount for young companies.

Capital expenses can also weigh heavily on cash burn. Think about what assets truly need to be
owned, versus rented or borrowed especially in the early years. For instance, do you really need
to sign a two or three-year lease for space when you are just starting out? Or, would it make
more sense to sublet space from another company that over-estimated their space needs? Low
capital intensity can be a real advantage.

3
Revenue drivers refers to the financial metrics used to identify the sources of revenue generation in a business.
For instance, revenue drivers for a restaurant might include the number of diners, the menu items they choose,
and the amount paid for each item.

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Know what intellectual resources need to be protected. Patents can be expensive to file and
expensive to defend. In some industries (i.e., software) there is an ongoing debate over patent
reform. Be sure to stay up-to-date on changes to the laws and get legal advice.

Understanding the financial resources required to launch and grow your business is a necessary
exercise. Undertaking the task of building an integrated pro forma financial statement is well
worth the time and effort. It is imperative that you accurately estimate the total capital required
to get to breakeven and how you plan to source that capital over time. Too many startups
underestimate the capital requirements to achieve significant milestones that will allow them to
raise additional capital at a higher valuation. This can lead to significant dilution for the founders
at best, and bankruptcy at worst.

Questions to consider:
• What key assets are required to deliver on the value proposition? (Human, Financial,
Physical, Intellectual)
• Are these resources available to you at a reasonable cost?
• What can be rented, leased or borrowed rather than purchased?

PARTNERS (Step 9)
Knowing what alliances, joint ventures and agreements with outside entities are required to
deliver on the value proposition are important as they can affect time to market and cost to build
and deliver your product or service. Understand the activities that are worth outsourcing versus
those activities and capabilities that should be developed in house. Can you reduce risks and
uncertainties through partnering? Especially in the early stages of company development it is
helpful to understand what capabilities need to be owned and controlled and which are better
off done by a trusted partner.

Questions to consider:
• Who are your key partners?
• What value is delivered by each?
• How critical are partners to delivering the value proposition?
• What key resources or activities are delivered by each?
• What risks or uncertainties are reduced?

KEY METRICS (Step 10)

There is a wise adage that you can’t manage what you can’t measure. Recall that the business
model is initially a hypothesis that you are trying to prove or disprove. Even after a working
business model is found you must monitor your progress to plan. Most businesses are fairly good
at monitoring financial results, but financials are a backward look at progress. Understand the
most critical elements of your business model that inform your financials and build a dash board

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to monitor those elements in near real-time. This will help you understand patterns in your
business that may help you address issues before they show up in your financial statements.

Questions to consider:
• What are the key measures of business model success?
• How will value delivery to the customer be measured?
• How are performance standards developed?
• How do these metrics inform your revenue and costs?

Dashboard Example
COST DRIVERS (Step 11)
Few startups cease to exist
because the product doesn’t
work. When most startups fail
it is because they ran out of
money before achieving
significant milestones that
gave investors the confidence
they needed to continue their
support. Similar to revenue,
you must understand what
activities and resources drive
costs. Unit costs to produce and deliver your product or service should be well understood. Every
entrepreneur should understand how to calculate breakeven, cost to acquire a customer, and
customer lifetime value, as well as other key metrics that drive costs and affect overall financial
viability.

Questions to consider:
• What are the cost drivers? (activities, resources, standards)
• What is the resource intensity of producing your product or service?
• What is the unit cost structure?
• Are there economies of scale or scope?
• What costs are fixed? Which costs are variable?
• Is the value proposition cost driven or value driven?
• Where is there leverage in the cost model?
• What is the cost to acquire a customer (CAC)?
• What are the working capital requirements?

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THE EXTERNAL ENVIROMENT AND FINANCIAL STRATEGY (Steps 12, 13, &14)

COMPETITIVE ENVIRONMENT (Step 12)

No business model should be developed in a vacuum. Context is everything, especially as it
relates to the competitive environment and industry attractiveness. To say that you have no
competitor is naïve and another signal that will raise perceived risk to investors. While you may
believe that you have no direct competitors there are likely substitutes, potential new entrants
and those existing players with the means to react to new market opportunities as they arise. At
a minimum, having the customer remain with the status quo solution can be considered
competition. A thorough and honest competitive review will leave you with an understanding all
potential competitive threats now and in the future.

Questions to consider:
• Who are the known competitors?
• Who might enter the market?
• Are there possible substitutes to your product or service?
• What are their strengths, weaknesses?
• What resources do they have?
• What will the intensity of the rivalry be like?
• How might they react to competitive pressures?

INDUSTRY ATTRACTIVENESS (Step 13)

A bad business can usually be fixed. A bad team can be replaced. A bad industry should be
avoided. Some industries have structural and regulatory challenges that simply make it extremely
difficult for new entrants to compete effectively. Again, it is important to investigate the
contextual factors that exist in your industry. Note the trends that may be helpful and those that
may be harmful. Understand barriers to entry and exit and the industry structure. While there
may be opportunities for disruption, be certain that size of the prize is worth the cost to play the
game.

Questions to consider:
• What if any contextual factors exist that are favorable/unfavorable for the business?
• Possible regulatory changes?
• Global economic changes?
• Consumer and business trends

FINANCIAL STRATEGY (Step 14)

The financial strategy is the last step in the process and it should support the execution of the
business model. The plan should clearly document all of the critical assumptions made in the
business model, as well as the effect that changes to these assumptions will have on capital
requirements. Is the amount of capital required under different scenarios available at a
reasonable cost? What can go right? What can go wrong? What can you do to mitigate risks?

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Questions to consider:
• How much capital is needed to execute the business model?
• Is this capital accessible and at a reasonable cost?
• What are the critical assumptions in our financial model?
• What is the financial impact of positive / negative changes to these assumptions?

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