Research has shown that business model innovation can create up to 25x greater competitive advantage compared to product and process innovation. However, only 17% of companies have invested in evaluating their business model design. While we observe more and more companies understanding the importance of business model innovation, they still have a hard time translating high-level business modeling concepts to practical techniques and tools while designing or redesigning a business. This programme uses a holistic approach to business modeling. The business model design follows a similar process to product design, combining target segment & user research, carrying out comprehensive market & competitor research and developing a lean customer development approach to validate. The programme focuses on outlining the dominant business models & most important long-held beliefs that can be disrupted