Business model patterns are recurring configurations in the design of business models that have proven effective across industries. The underlying idea: successful business models are rarely invented from scratch but rather combine known patterns in new ways. Those who know these patterns can innovate more systematically instead of relying on random inspiration.
In practice, patterns serve simultaneously as a creative tool and an analytical instrument. A team looking to evolve its business model can transfer established patterns like Freemium, Razor-and-Blade, or Platform to its own situation and test whether a cross-industry transfer works. Ryanair transferred the low-cost pattern from American aviation to the European market. Nespresso combined the Razor-and-Blade pattern with a lock-in approach through proprietary capsules.
The best-known collection comes from the BMI Lab at the University of St. Gallen, which identified and cataloged over 55 such patterns. The value lies less in any individual pattern than in systematic combination and deliberate transfer between industries.
