The Business Models Handbook: Templates, Theory and Case Studies

1. Introduction – An overview of business and marketing models
2. The 4Ps – How to design your marketing mix
3. ADL matrix – Strengthening a product portfolio or strategic business units
4. AIDA – A business model for improving marketing communications
5. Ansoff matrix – How to grow your company
6. Benchmarking – Setting targets for business and marketing KPIs
7. Blue ocean strategy – Kick-starting innovation and new product development
8. Boston Consulting Group (BCG) matrix – Planning a product portfolio or multiple strategic business units
9. Brand audit – Improving the strength of a brand
10. Competitive intelligence – Assessing market strengths and weaknesses
11. Conjoint analysis – Assessing optimum pricing and the value of component parts
12. Customer journey maps – Assessing the current performance of marketing and sales processes
13. Customer lifetime value – Estimating customer spend over their lifetime with the company;
14. Customer value proposition – Creating a compelling purchase motive
15. Diffusion of innovation – Launching new products and services
16. Directional policy matrix – How to prioritize segments or new ideas
17. Disruptive innovation model – Identifying unique ways of beating the competition
18. Edward de Bono’s six thinking hats – Brainstorming problems and generating new ideas
19. EFQM excellence model – Improving an organization’s quality and performance
20. Four corners – Analysing competitor strategies
21. Gap analysis – Improving areas of weakness in a company
22. Greiner’s growth model – Recognition and transition through different phases of company growth
23. Kano model – Identifying purchase motivations
24. Kotler’s five product levels – Adding value to a product or service
25. Market sizing – Assessing the size and value of a served or potential market
26. Maslow’s hierarchy – Differentiating market positioning
27. McKinsey 7S – A company ‘health check’ audit tool
28. Mintzberg’s 5Ps for strategy – Devising a competitive strategy
29. MOSAIC – Setting objectives for current and potential opportunities and how to reach them
30. Net Promoter Score® – A tool for driving customer excellence
31. New product pricing (Gabor–Granger and van Westendorp) – Pricing new products
32. Personas – Improving the focus of marketing messages
33. PEST – Assessing four major macro factors that shape a company’s future
34. Porter’s five forces – Assessing five economic factors for competitive intensity
35. Porter’s generic strategies – Pinpointing the strongest competitive position
36. Price elasticity – Outlining opportunities for raising or lowering prices
37. Price quality strategy – Guiding a company’s pricing strateg
38. Product life cycle – Determining a long-term product strategy
39. Product service positioning matrix – Positioning products according to quality and service value
40. Segmentation – Using customer groups to gain competitive advantage
41. Service profit chain – Connecting employee satisfaction and performance with company profits
42. SERVQUAL – Aligning customer expectations and company performance
43. SIMALTO – Identifying the customer value placed on product or service improvements
44. Stage gate new product development – Planning the development and launch of new products and services
45. SWOT analysis – Analysing growth opportunities at product, team or business level
46. System 1 and System 2 thinking – Identifying the emotional forces that drive decisions
47. USP – Pinpointing the unique selling point of a product or service
48. Value-based marketing – Adding value to products and services to improve profitability
49. Value chain – Identifying product or service value during the manufacturing process
50. Value equivalence line – Managing price and product benefits in a business strategy
51. Value net – How to benefit from competitor collaboration