CHAPTER 7
Business Model Innovation in Action
Although we have described many examples of business model innovation in our book, we have yet to show the full trajectory of a project, from the original rough idea to an emerging concept, to the rounds of iterative experimentation that help shape the concept into a workable business model, followed by its early success in the market and eventual evolution as business conditions change.
This chapter’s main component is an effort to fill in some of the blanks. It is the story of TerraPass, a start-up venture that grew out of an MBA class one of us taught at the Wharton School of Business in 2004.1
Although TerraPass is far from being our greatest success, we like it for a number of reasons. First, ...
Get The Risk-Driven Business Model now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
