In a group, prepare two big, blank BMCs and get some post-it notes.

(a)

Pick two strong competitors in a sector, decode and map them briefy in the BMC forms (e.g. Spotify vs Apple Music McDonald’s vs a local fne-dining restaurant, Starbucks vs a local classic cafe, TESLA vs BMW, H & M vs Zara, IKEA vs your best local furniture dealer). Concentrate only on the most vital and distinguishing attributes in each block in the BMC.

(b)

Compare how they difer in central assumptions across the BMC.

(c)

Discuss how they are designed to create value and meet the customer’s needs.

(d)

Explain how and why there seems to be many roads to success even in the same sector.