Laboratory of Systemic Modeling LAMS

Course Moodle page
Business Design for IT Services

  • Language: English
  • Credits: 3
  • Exam session: Summer
  • Semester: Spring
  • Exam type: Oral
  • Workload: 90h
  • Hours: 3 weekly

Students practice business design on their own business idea. They learn how to apply some of the key business design heuristics. They learn how to compare these heuristics using the same systemic framework (SEAM). Students also practice methods and discover issues related to entrepreneurship.

Individually, the students have to read the book and the papers listed below. They make a synthesis of their contents. They need to apply the concepts presented in these book/papers on case studies (e.g. Amazon) and on their own idea.

The students also have to work in groups. They have to run a project in which they:
  1. Imagine a new IT service to develop,
  2. Identify and analyze the relevant segments,
  3. Validate their model with real customers and potential partners,
  4. Define the qualitative and quantitative goals for the new IT service.
To represent their business idea, the students use Trade Your Mind - a web-based business modelling service.

Business services, IT services, business design, innovation in startups, revolutionary ventures and corporate initiatives; entrepreneur profiles.

Business design, service design, house of quality, SEAM modeling (eco-system, supplier-adopter relationship, motivation models).

Segmentation, value networks, PESTLE analysis, 5 forces analysis, core competency, coopetition, blue ocean, resource based modeling, transaction cost.

Integrated marketing concept, SWOT analysis, strategy canvas.

New technology adoption, crossing-the chasm, decision making units.

Pricing strategy, cashflow management, break-event time.

Learning outcomes
By the end of the course, the student must be able to:
  • Create a precise and detailed description for a new business design
  • Analyze environmental as well as organizational factors in a business design
  • Design a business model in details (ecosystem, value, finance)
  • Assess / Evaluate alternative business and technical strategies
  • Synthesize multiple marketing theories (from seminal publications)
  • Represent the key concepts of a business design (ecosystem, value, finance)
  • Interpret evidences
  • Investigate innovative views of a business design

Transversal skills
  • Collect data
  • Use both general and domain specific IT resources and tools
  • Access and evaluate appropriate sources of information
  • Write a scientific or technical report
  • Make an oral presentation
  • Summarize an article or a technical report

Teaching methods
Problem-based teaching + group work

Assessment methods
With continous control



More details

ESOA | BPITS | Real-time Networks
  • Perform theoretical and applied research in business and IT alignment and related fields

    Teach graduate enterprise architecture and business plan disciplines

    Perform technology transfer to established companies and start-ups


Professor Alain Wegmann


Address @ EPFL

    Station 14
    CH-1015 Lausanne
    Getting to LAMS
  • Tel: +41 21 693 43 81
    Fax: +41 21 693 66 10