1 Canvas 14 Definition of a Business Model 16 T he 9 Building Blocks 44 The Business Model Canvas 2 Patterns 56 Unbundling Business Models 66 The Long Tail 76 Multi-Sided Platforms 88 FREE as a Business Model 108 Open Business Models 3 Design 126 Customer Insights 134 Ideation 146 Visual Thinking 160 Prototyping 170 Storytelling 180 Scenarios 4 Strategy 200 Business Model Environment 212 Evaluating Business Models 226 Business Model Perspectiv e on Blue Ocean Strategy 232 Managing Multiple Business Models 5 Process 244 Business Model Design Process } Outlook 262 Outlook Afterword 274 Where did this book come fr om? 276 References bmgen_final.indd 9 6/15/10 5:31 PM