220 assessing threats We’ve described how business models are situated within specifi c envi- ronments, and shown how external forces such as competition, the legal environment, or technology innovation can infl uence or threaten a business model (see p. 200). In this section we look at threats specifi c to each busi- ness model Building Block, and provide a non-exhaustive set of questions to help you think about ways to address each threat. Value Proposition Threats Are substitute products and services available? 12345 Are competitors threatening to offer better price or value? 12345 Cost/Revenue Threats Are our margins threatened by competitors? By technology? 12345 Do we depend excessively on one or more Revenue Streams? 12345 Which Revenue Streams are likely to disappear in the future? 12345 Which costs threaten to become unpredictable? 12345 Which costs threaten to grow more quickly than the revenues they support? 12345 bmgen_final.indd 220 6/15/10 5:44 PM