| Summary: | Business models have been a hot topic for managers, journalists and researchers ever since the dotcom era. There are many suggestions about how to interpret them, but few studies have focused on the actual design process that occurs when companies consciously consider them and improve them. This action research based case study aims at filling this lack of studies and looks at the practical experiences of conducting a business model design project in a company. The design project described in the case study was a success in terms of participant satisfaction. The study suggests, however, that it is difficult to use surveys to measure the changes in managers’ perception of how the company’s business model changes due to a design project. Other observations include the importance of management involvement in the design process, the need for candor and the significance of a discussion facilitator and a discussion triggerer. A description of business model design components are recommended based on the experiences of the case study. These components include: identifying the purpose of a project, defining the business model framework, suggesting business model tools, and creating the resulting business model.
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