Value Map - An Innovative Tool for Business Model Innovation

In this paper, we present a modeling framework called “ ValueMap”. ValueMap assists in conceptualization, representation and analysis of valuecreation and capture processes with the objective of innovating a firm’s business model. We illustrate the applicability of ValueMap by means of case study of valuecreation and capture processes in an online micro-lending platform called www.kiva.org. Data for the case study were gathered through primary and secondary sourcesand were structured and presented by ValueMap. The resulting representations shed light on the motivations of Kiva customers and potential improvement opportunities in Kiva’s business model. To assess the usefulness of ValueMap, we conducted an empirical study, in form of three workshops. Overall, the results suggest that ValueMap helps business practitioners in understanding and analyzing customer valuecreation and firm’s value captureprocesses in a business modelinnovation undertaking.