P1: OTA/XYZ P2: ABC
c11 JWBT144/Gordon September 25, 2009 19:28 Printer Name: Courier Westford, Westford, MA
Design Your Money Machine
a neverending cycle, always striving to maximize customer value and profits.
All good stuff!
One of the most powerful aspects of the Money Machine is that it allows you
to focus with laser precision on potential sources of the following competitive
advantages:
1. Idea generation (R&D, best practices, acquisitions, technology li-
censing, and so on)
2. Opportunity screening
3. Strategy
4. Operations
5. Revenue streams
6. Sales and marketing
7. Customer centricity
Your machine does not exist in a vacuum. As you assess the macro- and
micro-economics situation, there are internal and external issues facing you.
Internally, your concerns are team strength, infrastructure, capital availability,
resource limitations, core competencies, product acceptance in the market-
place, sales, market penetration, and other strengths and weaknesses of your
growing company. As you look externally, you face the global macro-economic
context: Opportunities and threats, the competitive landscape, industry dy-
namics, and the political, social, and cultural contexts. Let’s now dwell on the
most crucial aspect of your machine: business design.
1
The Three Elements of Business Design
Business design (also referred to as business modeling and venture architec-
ture) is the guts of the machine, converting your opportunity into money. The
elements of business design encompass three interactive components: ...