About the Author; Contents at a Glance; Table of Contents; Introduction; About This Book; Conventions Used in This Book; What You're Not to Read; Foolish Assumptions; How This Book Is Organized; Icons Used in This Book; Where to Go from Here; Part I: Getting Started with Business Models; Chapter 1: What Is a Business Model and Why Does It Matter?; History of Business Models; Business Models Are a Hot Topic; Who Needs a Business Model?; Value of a Business Model; Future of Business Models; Chapter 2: Business Models Defined; Following the Recipe for a Successful Business Model.

Comparing Business Models to Business PlansChapter 3: Business Models Come in Many Different Forms; Common Aspects of All Business Models; Business Models in Their Simplest Form; Examples of Business Models; Chapter 4: Your Business Success Depends Upon Your Business Model; Trying (And Failing) to Succeed without a Superior Business Model; Equating Hard Work with Results

As Long As the Business Model is Solid; Experimenting Your Way to a Great Model; Part II: Creating a Winning Business Model; Chapter 5: Using Tools to Design Your Business Model.

Examining Traditional Business Model Design MethodsDiscovering Problems with Traditional Methods; Designing a Business Model by Using a Structured Process; Chapter 6: Finding the Most Attractive Markets to Create a Powerful Offering; Gauging the Target Market; Determining Industry Attractiveness; Looking for Niche Attractiveness; Checking Out Customer Attractiveness; Finding Your Place on the Industry Value Chain; Chapter 7: Completing Your Offering with a Unique Value Proposition; Building a Unique Value Proposition; Comparing a Unique Selling Proposition to a Unique Value Proposition.

Maximizing Product PotentialBuilding Marketability; Creating a Powerful Brand; Chapter 8: Making Money with Your Business Model; Building a Profitable Revenue Model; Assessing Your Competition; Generating Enough Total Margin Dollars; Creating a Meaningful Cost Advantage; Creating Valuable Recurring Revenue Streams; Avoiding Pitfalls; Chapter 9: Monetization through Sales Performance; Closing the Deal; Marketing Beats Sales; Creating a Proven and Repeatable Sales Process; Chapter 10: Making Your Business Model Last; Creating Meaningful Competitive Advantage.

Sustaining Your Competitive AdvantageGauging Competitive Advantage by Using Porter's Five Forces Model; Chapter 11: Sustaining Your Business Model: Innovating and Avoiding Pitfalls; Maintaining the Strength of Your Model with Innovation; Avoiding Pitfalls; Chapter 12: Cashing In; Considering the Next Owner: The Best Business Models Have Transferability; Selling Your Business Isn't the Only Exit Strategy; Improving Your Ability to Gracefully Exit; Chapter 13: Analyzing Your Business Model; Comparing Live Business Models and Theoretical Business Models; Using the Business Model Framework.