Playfulness is the starting-point to rethink one's business model

With the spreading of the “Business Model Canvas” many professionals have added a new vocabulary to discuss the merit or risks of how their organizations do business. Business modeling has become standard repertoire for start-up entrepreneurs, for example to transition into a scale-up.

In fact, a new industry has emerged to help firms to engage in redesigning their current business model. Next to software applications and whiteboards with the BM Canvas pre-printed on it, also dedicated consulting practices and business modeling services have been introduced. Business modeling has become a flourishing business in itself.

For many, it remains a struggle to know how to (re-) model one’s business model. This masterclass will help you to start modeling yourself rather to rely on external consultants to do this for you. We expect our participants to become the internal champions of collaborative business modeling in their respective organizations.

Helping others to co-create new business models mandates that you understand the guiding principles of business model design. For example, some cannot explain the difference between a business and a revenue model. In this workshop you will learn how to gradually rethink one’s business model with notions of business model of increased complexity.

You will also learn how the different elements of the business model canvas can be a great starting-point to rethink one’s existing business model. Obviously there are a major differences between rethinking one’s corporate business model, the business model of a line of business, and a departmental business model.

Entrepreneurship and Innovation

Certificate (diploma optional)

Masterclass divided over 3 days

Course date
14, 28 March & 11 April 2019 and 31 Oct, 14 & 28 November 2019

3 days

Wynand E.J. Bodewes, PhD
Associate Professor of Entrepreneurship
Wynand E.J. Bodewes, PhD

Program structure

Day 1
Day 2
Day 3


Why should we bother about business models

Designing new models

Assessing the merit of alternative models



Diagnosing past business modelling choices

Pushing the boundaries to suggest distinctive models Pitching a new business model to a sceptical audience

Course objectives

At the end of this program you can:

  • Explain how business model rethinking is related to strategic reorientation
  • Generate a wide range of conceivable models for essentially the same business
  • Evaluate multiple business models on attractiveness and feasibility
  • Present business models using metaphors and analogies

Course topics

Topics included in the program are:

  • Business model rethinking as a design challenge
  • Rethinking what you transact (i.e. what you sell & invoice)
  • Rethinking with which entities you partner to run your business
  • Rethinking on what basis you collaborate with business partners

Teaching methods

This masterclass is provided as a series of workshops. You should expect to learn from working on several real cases to discuss and learn.

Industry experts/lead trainer Wynand Bodewes
Mick Walvisch (business model visualizing-guru)
Edo van Santen (business model pitch-guru)
Ed Weenk

Your profile

This program is designed for middle- or senior-level managers  in private and public sectors. Participants can also be leading business development of product development projects. Management professionals looking to refresh skills and access current thought leadership. Managers considering an MBA or further graduate studies.


Each participant receives a certificate of attendance on the last day of the course. Only for those who will complete an additional assignment will receive a diploma. In case you would like to have more information you contact

Wynand E.J. Bodewes, PhD

Wynand Bodewes (1966) is an Associate Professor of Entrepreneurship at Maastricht School of Management where he teaches several Entrepreneurship courses in the Master in Management, MSc in Management and Engineering, MBA and Executive MBA programs, both in Maastricht and abroad. He is also the Academic Coordinator of MSM’s growing portfolio of Executive Education programs. He holds an MSc in Business Administration from the School of Management and Organization at the University of Groningen (1993) and a PhD in General Management from the Rotterdam School of Management at Erasmus University (2000). Although initially destined to become a Chemical Engineer Wynand later switched to Business Administration. Before pursuing his PhD in General Management at the Rotterdam School of Management (RSM), Erasmus University, he was briefly affiliated with Maastricht University to work on his master thesis.

Dr. Bodewes co-authored several papers and books, and he regularly acts as an ad-hoc reviewer for the Academy of Management Journal, Organization Science, Long Range Planning and other scholarly journals. He was one of the founding fathers and the initial academic director of the degree program that later evolved into the current Entrepreneurship MSc program at RSM. In 2009 Wynand returned to Maastricht University to help build and deliver an outstanding portfolio of entrepreneurship courses to students in many of the university’s degree programs. During his tenure with Maastricht University Wynand also taught at the KU Leuven as a Visiting professor of Entrepreneurship. At the KU Leuven he was instrumental to the introduction of a MSc track in (Technology) Entrepreneurship.

In November 2016 Wynand joined Maastricht School of Management to help expand its portfolio of Entrepreneurship courses and programs. At MSM Wynand hopes to create new teaching cases, expand MSM’s European engagement in short Executive programs, and he looks forward to co-create new and relevant scholarly insights with DBA and PhD candidates at MSM. Wynand is keen on collaborating with ambitious entrepreneurs. For him, smallness is only but a temporary characteristic of true entrepreneurship. Wynand is married, a proud father of two, and a true gadgets afficianado.

Academic interests:

  • Scalability and Growth
  • Business modeling
  • Opportunity discovery and development

Ed Weenk, MSc

Senior Lecturer Supply Chain

Ed Weenk works at MSM as Senior Lecturer Supply Chain. Ed holds an MSc in Business Administration with specialization in Logistics Management and Management of Technology and Innovation from the Rotterdam School of Management, Erasmus University (1995) and a Post-graduate degree in Logistics and Supply Chain Management from the Eindhoven University of Technology (1997).

The full tuition fee

The tuition fee of this course is €1.890

Tuition fee includes all course materials & refreshments


Corporate Discount:
15% for 2 participants coming from the same organization within 1 academic year
25% for 3 participants coming from the same organization within 1 academic year
40% for 4 - 6 participants coming from the same organization within 1 academic year
For > 6 participants we will offer a tailor made program

Alumni Lifelong Learning:
15% discount for Maastricht School of Management registered Alumni

Cancellation policy

MSM reserves the right to postpone or cancel the program in case the number of participants does not meet the MSM requirements for minimum number of participants. Any payment made to MSM for tuition fee will be refunded. In the case of postponement or cancellation of the program MSM will inform the enrolled candidates at least six weeks before the planned start of the program.

By the participant:

If an admitted participant decides against participation after the tuition fee has been paid, cancellation costs are €200,- (administrative costs)

In case cancellation is done after the program has started no money will be refunded.

No cancellation charges are incurred if the enrolled participant, with written consent of MSM, will be replaced by another participant before the start of the course. Refunded tuition fees will only be reimbursed to the sponsoring party and cannot be forwarded or redeemed by any other party.

Participants who were not granted a visa to enter The Netherlands, can be fully reimbursed if written official documentation is provided of such visa denial.

Application deadline

For the program starting in March 2019    14 February 2019
For the program starting in October 2019 30 September 2019

Admission requirements

Applicants should fulfill following criteria:

  • Hold minimum a Bachelor’s degree or equivalent
  • Have work experience in a relevant field
  • Have an adequate level of spoken and written English

Reasons to follow Rethinking your business model

  • Learn how to rethink your business model without spending budget on external consultants
  • Learn with and from a diverse group of participants
  • Be inspired by theory and go home with actionable insights
  • Each day of this masterclass will equip you to rigorously rethink your own business model
  • Learn from faculty with global exposure to the theory and practice of business modeling

Learn how to rethink your business model with notions of business model of increased complexity