Module 1
Customer value and proposition design
- Customer segments and contexts.
- Jobs, outcomes, pains and gains.
- Value proposition logic.
- Differentiation and alternatives.
- Value proposition assumptions.
Intermediate Programme
Business Model Innovation and Value Proposition Design
Design and test value propositions and business models that connect customer outcomes with viable operating and economic choices.
Course overview
Design how innovation creates, delivers and captures value.
Business Model Innovation and Value Proposition Design helps participants move beyond attractive ideas to coherent value systems. The course examines customers, propositions, channels, relationships, activities, resources, partners, costs, revenues and adoption as connected design choices that must be tested together.
Participants work through structured exercises and a realistic innovation challenge, progressively applying customer value and proposition design, business model architecture, business model innovation patterns and the later course modules to make evidence-based decisions rather than treating innovation tools as isolated techniques.
The course emphasises practical judgement, usable outputs and workplace transfer so that participants can apply the methods immediately after the programme and adapt them to their organisation’s strategy, governance and innovation environment.
Learning outcomes
What participants will be able to do.
By the end of the course, participants should be able to:
- Explain how value propositions and business models connect.
- Define customer jobs, outcomes, pains and gains.
- Develop differentiated value propositions.
- Map key business-model components and dependencies.
- Generate alternative revenue, pricing, channel and partnership models.
- Assess strategic fit, economics and operating implications.
- Identify critical business-model assumptions.
- Plan experiments to test customer and business-model viability.
Who should attend
Designed for professionals building innovation capability.
- Product and innovation managers.
- Strategy and business-development professionals.
- Commercial, marketing and service-design teams.
- Entrepreneurs and corporate venture teams.
- Transformation leaders developing new operating models.
Prerequisites
Practical, professionally relevant entry requirements.
- A product, service, process or business concept is useful for application.
- Basic commercial awareness is helpful.
- No formal finance qualification is required.
Course structure
A five-part journey from customer value to a testable business model.
The sequence may be delivered across five days or adapted to another approved format while preserving the learning outcomes.
Module 2
Business model architecture
- Creating, delivering and capturing value.
- Channels and customer relationships.
- Key activities, resources and capabilities.
- Partners and ecosystem roles.
- Cost and revenue structures.
Module 3
Business model innovation patterns
- Subscription, platform and service models.
- Bundling, unbundling and servitisation.
- Asset-light and ecosystem models.
- Digital and data-enabled models.
- Sustainability and circular value opportunities.
Module 4
Economics, viability and trade-offs
- Unit economics and contribution logic.
- Revenue drivers and pricing.
- Cost-to-serve and scalability.
- Strategic control points and dependency risks.
- Scenario comparison.
Module 5
Testing and business model decisions
- Assumption mapping.
- Business-model experiments.
- Evidence thresholds.
- Comparing model alternatives.
- Business model narrative and next-step plan.
Learning experience
Apply ideas—not simply remember terminology.
The course uses a structured mix of explanation, facilitated discussion, realistic innovation challenges and workplace-focused application.
Analyse
Integrated innovation case
Participants diagnose a realistic innovation situation and progressively build the course-specific innovation approach.
Practise
Tools and working templates
Exercises produce practical maps, canvases, decision aids, experiments, analyses and other course-specific working outputs.
Decide
Scenario-based workshops
Teams assess evidence, compare options, manage uncertainty and make defensible innovation decisions.
Reflect
Professional judgement
Facilitated reviews connect innovation methods with leadership behaviour, governance, ethics and accountability.
Apply
Workplace transfer
Participants identify how to adapt the methods to their own innovation challenges and organisational environment.
Reinforce
Knowledge checks
Short reviews, peer challenge and facilitator feedback confirm understanding and identify areas requiring further development.
Completion requirements
Demonstrate participation, application and professional judgement.
- Participate actively in discussions, exercises and innovation workshops.
- Complete the principal course outputs assigned during the programme.
- Contribute to the final application or decision workshop.
- Complete knowledge checks and a personal workplace action plan.
Participant outputs
Typical course outputs include:
- Customer-value profile.
- Value proposition canvas or equivalent.
- Business-model map.
- Alternative model options.
- Key economics and assumption register.
- Business-model experiment and decision plan.
Delivery options
Choose the format that fits your people and business requirements.
Instructor-led
Live Classroom
Facilitated face-to-face learning with group exercises, case work, discussion and immediate feedback.
Instructor-led
Live Virtual Classroom
Interactive online delivery with facilitated workshops, collaborative activities and real-time discussion.
Flexible
Blended Learning
A structured combination of preparation, live facilitation, assignments and follow-up application.
Organisation-specific
Corporate and In-Company
Customised delivery aligned with the organisation’s strategy, terminology, innovation environment, governance and capability priorities.
Frequently asked questions
Course information and participation.
Do I need previous innovation experience?
The expected experience varies by course level. Foundation programmes require no formal innovation qualification; intermediate and advanced programmes benefit from relevant workplace exposure. The prerequisites above provide the course-specific guidance.
Will participants receive practical tools?
Yes. The programme uses structured templates and produces practical outputs that participants can adapt to their organisations, subject to local governance, legal and methodology requirements.
Can the programme be customised for an organisation?
Yes. Corporate delivery can incorporate organisation-specific innovation challenges, strategy, cases, governance, terminology, tools, portfolio priorities and expected outputs.
Does completion provide a professional certification?
The course develops practical innovation capability and provides an INDENTRA course-completion record where applicable. It is not presented as a third-party professional certification unless separately stated.
Can the five Modules be delivered in another format?
Yes. INDENTRA may adapt sequencing, exercises and delivery format while preserving the stated learning outcomes and overall learning effort.
Take the next step
Design and test value propositions and business models that connect customer outcomes with viable operating and economic choices.
Discuss public delivery, a corporate cohort or a tailored programme aligned with your organisation’s innovation priorities.