A Systems Thinking based Sustainable Business Model Framework –An Appropriate Approach for the Design of Sustainable Business Models in Start-Up Consulting

The Business Model Canvas (BMC), originally developed by Osterwalder and Pigneur, has become a well-established and widely utilised tool for the development, modification, and visualisation of business models. While the Business Model Canvas provides an effective framework for designing business models, there remains a need to enhance the understanding of cause-and-effect relationships within the system, as well as to establish a holistic perspective on its impacts. This is particularly relevant for entrepreneurs and start-up advisors, as start-ups typically have fewer financial resources to mitigate or adapt to unsuitable decisions taken than established companies. Furthermore, many of today’s start-ups operate in highly complex and dynamic sectors, such as the digital economy, and often strive for a holistic view of sustainability, balancing economic, environmental, and social impacts. This paper reviews the traditional Business Model Canvas and explores sustainable business models grounded in the Triple Bottom Line approach. It then introduces a Systems Thinking based Sustainable Business Model framework (STSBM) that offers a robust methodology for designing sustainable dynamic modern business models. Specifically, impact networks are proposed to align mental models, while scenario simulation and evaluation are presented as tools for managing complexity. The paper outlines the process of model development, details the structural elements of the proposed framework, and suggests its practical application. By integrating these principles, the proposed framework aims to support the creation of sustainable business models that effectively address the intricate challenges faced by start-ups.