Designing Your Company: Creating, Delivering, and Capturing Value

Abstract

These notes describe a series of steps for you to design your company and how it will create, deliver, and capture economic value—three necessary conditions for an economically sustainable enterprise, whether a large established enterprise or entrepreneurial start-up. In providing an integrated perspective founded on timeless economic and organizational foundations, these notes draw together and summarize popular ideas in Strategy, Business Models, and Entrepreneurship, while possibly filling-in conceptual gaps. These notes are intended for practical use and planning by executives and managers as a field guide, and by students and instructors as a complement to usual textbooks.

Keywords: Company design, startup ventures, established companies, strategy, innovation, entrepreneurship