There are 4 business models categories.
Click on one of the models to find out more:



The company develops a product or standardized service and sells it to customers. The value proposition is transactional: to provide a product or standardized service that customers will buy.



The company engages with a customer about a problem the customer faces, and provides an integrated solution. The value proposition is relational: to tailor solutions to each customer.



The company joins buyers and sellers in its online or physical marketplace. The value proposition is transactional: to facilitate exchange.



The company provides different products or services to different customer groups. The value proposition is multi-sided: one customer group gets additional benefits from the other group’s transactions.

Learn how to improve your business model thinking
by understanding the 4 categories

Our elemental business models are “ideal types”; real world business models are different – because of context. Our Business Model Zoo™ contains many examples that show how firms (often famous ones) actually build and deploy business models in different industries and for different products and services. Our Business Model Zoo™ is a searchable data base – classified by type of business model and setting. Studying our Business Model Zoo™ allows you to deepen your understanding of how the elemental categories are deployed in the real world, improve your appreciation of the Differences between business model categories and improve your ability to Design a better business model.

Let us help you understand the business models better by checking out our library of exemplars: