Business model development and optimisation

In recent years, the revenue rationale of a number of companies across different sectors has shifted.

Examples of this are car sharing models, the advent of digitalisation in the B2B business or rental instead of purchase models in the capital goods sector.


The basic factors of this core competency of KeTu consult are helping companies to better understand a business model in its entirety, uncovering new opportunities, identifying risks in good time, recognising competitive advantages and deriving potential for optimisation from them.

On the basis of the “BUSINESS MODEL CANVAS” method, all the relevant elements of a business model are examined closely. In addition to value propositions, customer segments, key resources and activities, partnerships and cost structures, this also includes the specific environment and individual, underlying core processes.

The creation of the action plan and the support with its implementation lead to a lasting change.

Key partners

  • Optimisation and economies of scale
  • Reduction of risks and uncertainties
  • Acquisition of existing resources and activities

Key activities

  • Production
  • Problem-solving
  • Platform / network

Key resources

  • Physical
  • Intellectual
  • Human
  • Financial

Value proposition

  • Innovation
  • Service
  • Adaptation to customer wishes
  • Reduction of workload
  • Design
  • Brand / status
  • Price
  • Cost reduction
  • Risk mitigation
  • Availability
  • Comfort / user-friendliness

Customer relationship

  • Personal support
  • Individual personal support
  • Self-service
  • Automatic service
  • Communities
  • Co-participation


  • Direct sales
  • Indirect sales
  • Breadth
  • Depth

Customer segments

  • Mass market
  • Niche market
  • Segmented
  • Diversified
  • Multi-sided platforms

Cost structure

  • Cost/value-oriented
  • Fixed and variable costs
  • Economies of scale
  • Economies of scope

Sources of income

  • Sale of assets
  • User fee / membership fee
  • Hiring / renting / leasing / licence
  • Brokerage fee, advertising