Multi Business Model Innovation(MBMI) Lab

Research Director CTIF Global Capsule:

The Multi Business Model Innovation (MBMI) concept

Business today is challenged by the increasing globalization and related increased business opportunities but also the intense global competition.  Therefore, businesses must prepare themselves for right speed Business Model Innovation (BMI), which can mean high speed BMI. It is important to have knowledge of existing Business Models and processes inclusive state of the art, by tools and technologies, when Businesses have to create and change Business Models (BM) into the Global Business Model Eco Systems (BMES) in an efficient and effective way, because lifetime of the Businesses BM´s today hasty become obsolete and outdated. Therefore, the Multi Business Model Innovation (MBMI) concept is based on a large research foundation – a ‘Continues Multi Business Model innovation process’ (CMBMIP) including the phases : downloading, seeing, sensing, presencing, action- plan, act and performance, inspired by Otto Scharmers Theory U.

The research is documented in the book: The Multi Business Model Innovation Approach. Part 1

In agreement with AU, the communication of the MBMI tools are carried out by


The MBMI circle

The BeeTable

The BeeTable is a six-sided table designed to put a given business model at the center of discussion. Therefore, Peter Lindgren's Business Model Lab framework has been added to the tabletop. The framework consists of seven dimensions: The Value Propositions, Value Formula, User and Customer, Networks, Value Chain (Internal), Competences and Relations in the yellow area in the middle. In addition, each dimension are divided into business model components to ensure that as many aspects of the business model as possible are discussed. For more information see the video above.

The BeeBoard

The BeeBoard is a 2D coordinate system that has been fitted with a product life cycle (PLC) formatting and adding a few extra options to enhance the understanding of business model innovation. The purpose of the BeeBoard is to create an overview of the business models that are currently on the market (i.e. 'as-is' business models) as well as the business models in the development pipeline (i.e. 'to-be' business models)

The vertical axis separates the 'as-is' and 'to-be' business models, and the horizontal axis indicates e.g. the value formula: Will I lose money on this or will it generate income?

The BeeLab

The BeeLab (Cube) is a six-sided room or 'cube' used as a 'war room' for business model innovation. Inside the Lab, there are nine whiteboard squares, a flat screen monitor and a BeeBoard square. In addition, the BeeLab is equipped with a BeeTable, chairs, cube magnets, BeeStars and LED lighting. In other words, everything to work with Business analyzing and innovating.


The BeeStar

The BeeStar is a smaller version of the hexagon used to represent the business model Lab. It is often applied in relation to the BeeBoard and/or the BeeTable, as it is an excellent tool for describing multiple business models. The BeeStar also provides helpful questions to ask when analyzing a business model. As seen from the figure, multiple BeeStars may very well be used at the same time to better understand how business models relate to one another – both positively and negatively.