ПРАКТИЧНІ ПІДХОДИ ДО БІЗНЕС-МОДЕЛЮВАННЯ ІННОВАЦІЙНИХ ПРОЄКТІВ

Abstract

The article considers the role and methods of business modeling in the context of the implementation of innovative projects. The value of the business model as an instrument for innovation project planning for the enterprise, as well as for startups is argued. Considering the peculiarities of the company's adaptation to the external environment, as well as the degree of influence of management on the formation of the operating environment of the organization, it was determined that there are no identical business models. The plane of correlation of the business model, strategy, and business plan of the enterprise is considered: the enterprise chooses an effective business model that corresponds to its strategy and promotes its implementation, and the chosen business model lays the foundation for the business plan of the project. It is determined that depending on the method of income business models are trade, brokerage, service, subscription, community, information and media, affiliate, advertising, brokerage, licensing; depending on pricing – those that aim to maximize the value of the proposed idea and those that focus on minimizing the cost of implementing the idea. After analyzing the recommendations of an international consulting company, we came to the conclusion that the development of an effective business model takes place in three stages: offering value to the consumer; formation of a chain of creation of this value; determining the value that the company receives in this process, as well as ways to protect against competitors. Based on the generalization, it was found that different scientists in developing the structure of the business model of an innovative project identified their own hierarchy of values of its components. The necessity of using the canvas to ensure the speed and clarity of the formation of the business model is substantiated. The structure of the canvas most widespread in foreign practice is considered, as well as its modifications proposed for different purposes. After conducting research on existing practical approaches, the most significant aspects of business modeling of innovative projects were systematized.