A process for a conceptual design and its simulation toward new business model creation is proposed. In this process, a SWOT analysis on Business Model Canvas (BMC) is done to clarify strength and weakness of the company, then Business Model Pattern (BMP) is chosen to formulate its creation policy. According to the policy, Action Framework (AF) is applied to decide the measures for realizing the new model, and the migration process to the new model through those measures is simulated using System Dynamics (SD) in order to verify its feasibility, profitability and growth.
The novelties in this proposal are described as follows.
- A series of activities from conceptual design to simulation is defined as a process
- BMP is adopted to formulate the policy
- SD model generation and modification is regularized for each block of BMC
- An extension of SD model is regularized for each block of BMC according to the results of applying AF
- SD model based on BMP is prepared for reuse
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