Business model generation

You’re holding a handbook for visionaries, game changers,
and challengers striving to defy outmoded business models
and design tomorrow’s enterprises. It’s a book for the…

written by

Alexander Osterwalder & Yves Pigneur

co-created by

An amazing crowd of 470 practitioners from 45 countries

designed by
Alan Smith, The Movement

design by
Alan Smith, The Movementwww.thmvmnt.com
photography by
Rannie Turrigan
Toronto, Canada
Euro values are calculated at

www.rannieturrigan.com

¤ 0.70 to the U.S. dollar.
illustrations by
Paper, print and finishing:

JAM Visual Thinking,

Modderman Drukwerk

Amsterdam, Holland

Amsterdam, The Netherlands

www.jam-site.nl

www.modderman.nl
© 2009 Alexander Osterwalder & Yves Pigneur

additional illustrations byText is set in HTF Whitney

XPLANE: The visual thinking co.

This book was Self Published

and HTF Mercury with plenty

Portland, OR USA

ISBN: 978-2-8399-0580-0

of handwriting.

www.xplane.com

Business
Model
Generation
A Handbook for Visionaries, Game Changers, and Challengers
Written by
Alexander Osterwalder and Yves Pigneur
Design
Alan Smith, The Movement
Editor andContributing Co-Author
Tim Clark
Production
Patrick van der Pijl
Co-created by an amazing crowd of
470 practitioners from 45 countries

Co-created by:
Ellen Di Resta
Michael Anton Dila
Remko Vochteloo
Victor Lombardi
Jeremy Hayes
Alf Rehn
Jeff De Cagna
Andrea Mason
Jan Ondrus
Simon Evenblij
Chris Walters
Caspar van Rijnbach
benmlih
Rodrigo Miranda
Saul Kaplan
Lars GeiselSimon Scott
Dimitri Lévita
Johan Örneblad
Craig Sadler
Praveen Singh
Livia Labate
Kristian Salvesen
Daniel Egger
Diogo Carmo
Marcel Ott
Guilhem Bertholet
Thibault Estier
Stephane Rey
Chris Peasner
Jonathan Lin
Cesar Picos
Florian
Armando Maldonado
Eduardo Míguez
Anouar Hamidouche
Francisco Perez
Nicky Smyth
Bob Dunn
Carlo Arioli

Matthew Milan
Ralf Beuker
Sander SmitNorbert Herman
Atanas Zaprianov
Linus Malmberg
Deborah Mills-Scofield
Peter Knol
Jess McMullin
Marianela Ledezma
Ray Guyot
Martin Andres Giorgetti
Geert van Vlijmen
Rasmus Rønholt
Tim Clark
Richard Bell
Erwin Blom
Frédéric Sidler
John LM Kiggundu
Robert Elm
Ziv Baida
Andra Larin-van der Pijl
Eirik V Johnsen
Boris Fritscher
Mike Lachapelle
Albert Meige
Pablo M. RamírezJean-Loup
Colin Pons
Vacherand
Guillermo Jose Aguilar
Adriel Haeni
Lukas Prochazka
Kim Korn
Abdullah Nadeem
Rory O'Connor
Hubert de Candé
Frans Wittenberg
Jonas Lindelöf
Gordon Gray

Karen Hembrough
Ronald Pilot
Yves Claude Aubert
Wim Saly
Woutergort
Fanco Ivan Santos Negrelli
Amee Shah
Lars Mårtensson
Kevin Donaldson
JD Stein
Ralf de Graaf
Lars Norrman
Sergey Trikhachev
ThomasAlfred Herman
Bert Spangenberg
Robert van Kooten
Hans Suter
Wolf Schumacher
Bill Welter
Michele Leidi
Asim J. Ranjha
Peter Troxler
Ola Dagberg
Wouter van der Burg
Artur Schmidt
Slabber
Peter Jones
Sebastian Ullrich
Andrew Pope
Fredrik Eliasson
Bruce MacVarish
Göran Hagert
Markus Gander
Marc Castricum
Nicholas K. Niemann
Christian Labezin
Claudio D'Ipolitto
Aurel HosennenAdrian Zaugg

Frank Camille Lagerveld
Andres Alcalde
Alvaro Villalobos M
Bernard Racine
Pekka Matilainen
Bas van Oosterhout
Gillian Hunt
Bart Boone
Michael Moriarty
Mike
Design for Innovation
Tom Corcoran
Ari Wurmann
Antonio Robert
Wibe van der Pol
paola valeri
Michael Sommers
Nicolas Fleury
Gert Steens
Jose Sebastian Palazuelos
Lopez
jorge zavala
Harry Heijligers
ArmandDickey
Jason King
Kjartan Mjoesund
Louis Rosenfeld
Ivo Georgiev
Donald Chapin
Annie Shum
Valentin Crettaz
Dave Crowther
Chris J Davis
Frank Della Rosa
Christian Schüller
Luis Eduardo de Carvalho
Patrik Ekström
Greg Krauska
Giorgio Casoni
Stef Silvis

Peter Froberg
Lino Piani
Eric Jackson
Indrajit Datta Chaudhuri

Jeroen de Jong
Gertjan Verstoep
Steven Devijver
Jana...