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Approach to Business Modelling
Wednesday 24 September 2014 09:30 am to 4:30 pm
Friends House, 173 Euston Road, London NW1 2BJ

Fundamental to the success of any business is the model on which it is based - how it converts products and services to income by marketing to its customers. Although seemingly straightforward, there are a variety of models which continue to evolve in response to changes in the economy and cultural environment.

This MasterClass will present two separate but complimentary approaches to business modelling:

Bullet Qualitative models based on a conceptual framework using images and words
Bullet Quantitative models using spreadsheets, probabilities and risk

The advantages and disadvantages of these two approaches will be compared, when and where they are used most appropriately, and how each functions as a communications medium.

The MasterClass is at an introductory to intermediate level, with no prior exposure to business modelling required. It will be a very interactive experience, with participants having the opportunity to develop business models. Bring a laptop (PCs only with Excel installed) for the quantitative session and you can build and learn to use models incorporating risk. A trial version of Palisade Decision Tools Suite will be provided; we will use @Risk and Precison Tree to develop risk models.

This MasterClass has been CPD-accredited by the Solicitors Regulation Authority (ref: ECW/CACL), for 5 CPD points.

What you will learn:

Bullet How to use images to represent business models
Bullet Narrative versions of business models
Bullet The Business Model Canvas
Bullet Spreadsheet models
Bullet Introduction to probability and risk - Monte Carlo simulation
Bullet Decision tree models

See 10 Things that Make a Great Business Model

Who should attend:

Bullet CEOs, FDs and BDDs of technology based private companies
Bullet Entrepreneurs and start-up teams
Bullet Technology transfer managers
Bullet Investors and professional advisors to private companies


The registration fee of £150 + VAT includes lunch, refreshments, MasterClass materials and models. No cancellations are permitted for this MasterClass, but you may send a substitute if you are unable to attend. In the unlikey event that Captum is forced to cancel this MasterClass, all fees will be refunded, but Captum accepts no responsibility for non-cancellable travel arrangements.


Early registration is advised. Numbers are limited, and MasterClasses are often oversubscribed


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About Captum

Monte Carlo simulation of a
profit forecast


"The MasterClass had a big impact on how I think aboout business - and I keep finding myself sketching models now"
COO of a NHS Foundation Trust Hospital

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