Selecting the Right Business Model

The same opportunity can succeed or fail depending on the business model you choose. A brilliant product with the wrong monetisation approach will struggle, while a modest solution with the right model can generate significant returns.

Why Business Model Selection Matters

Your business model determines:

• How you create value for customers
• How you capture value for yourself
• Your operational complexity
• Your growth potential
• Your exit options

The 7 Core Business Models

1. SaaS (Software as a Service)

How it works: Recurring subscription for software access

Pros:

• Predictable recurring revenue
• High margins (70-90%)
• Scalable with technology
• Attractive to investors

Cons:

• Requires technical expertise
• Customer acquisition can be expensive
• Churn management is critical
• Long development cycles

Best for: Technical founders, venture-backed startups, solutions to recurring problems

Typical metrics:

• Monthly Recurring Revenue (MRR)
• Annual Contract Value (ACV)
• Churn rate
• LTV:CAC ratio

2. Marketplace

How it works: Connect buyers and sellers, take a transaction fee

Pros:

• Network effects create moats
• Asset-light model
• High scalability potential
• Winner-take-most dynamics

Cons:

• Chicken-and-egg problem at start
• Requires critical mass both sides
• Disintermediation risk
• Complex operations

Best for: Industries with fragmented supply and demand, high transaction friction

3. Agency/Services

How it works: Sell expertise and time for project or retainer fees

Pros:

• Fast to start
• Cash flow positive immediately
• Learn market deeply
• Flexible scope

Cons:

• Time = money ceiling
• Hard to scale
• Owner-dependent
• Difficult to exit

Best for: Experts wanting to monetise skills, market validation, lifestyle businesses

4. Productised Service

How it works: Standardised service with fixed scope and price

Pros:

• More scalable than custom services
• Easier to hire and train
• Predictable operations
• Better margins than agency

Cons:

• Less flexibility
• May not fit all customer needs
• Still labour-intensive
• Moderate exit potential

Best for: Agencies looking to scale, repeat services, operational-minded founders

5. E-commerce/DTC

How it works: Sell physical products directly to consumers

Pros:

• Tangible products customers understand
• Repeat purchase potential
• Brand building opportunity
• Large addressable markets

Cons:

• Inventory management complexity
• Shipping and fulfilment
• Return handling
• Capital intensive

Best for: Product innovators, brand builders, supply chain expertise

6. Content/Media

How it works: Monetise attention through adverts, sponsorships, affiliates

Pros:

• Low startup costs
• Creative expression
• Multiple monetisation options
• Global reach

Cons:

• Long audience-building period
• Platform dependency
• Volatile revenue
• Attention competition

Best for: Writers, creators, subject matter experts with patience

7. Licensing/IP

How it works: Create intellectual property and licence usage rights

Pros:

• Passive income potential
• Scalable without marginal costs
• Create once, sell many times
• Can build on expertise

Cons:

• Requires unique IP or invention
• Enforcement challenges
• Long sales cycles
• Market education needed

Best for: Inventors, researchers, framework creators

How to Choose Your Model

Step 1: Assess Your Resources

| Resource | Best-Fit Models | |----------|-----------------| | Technical skills | SaaS, Marketplace | | Domain expertise | Agency, Productised, Content | | Capital | E-commerce, Marketplace | | Time | Agency, Content | | Network | Marketplace, Services |

Step 2: Consider Your Goals

Want lifestyle business? → Agency, Productised Service, Content

Want venture-scale? → SaaS, Marketplace

Want quick cash flow? → Agency, E-commerce

Want passive income? → Content, Licensing

Step 3: Match to Industry Dynamics

Some industries naturally favour certain models:

• B2B software → SaaS
• Professional services → Agency/Productised
• Consumer goods → E-commerce
• Expert knowledge → Content/Courses

Hybrid Approaches

Many successful businesses combine models:

• SaaS + Services: Enterprise software with implementation consulting
• Content + Productised: Newsletter with standardised consulting
• Marketplace + SaaS: Platform fees plus software subscriptions
• E-commerce + Content: Brand storytelling driving product sales

Common Model Selection Mistakes

Mistake 1: Choosing based on trends Pick the model that fits your skills and market, not what is popular in startup media.

Mistake 2: Underestimating operational requirements E-commerce sounds simple until you are managing inventory, returns, and shipping.

Mistake 3: Ignoring personal fit An introvert should not start an agency requiring constant sales. Play to your strengths.

Next Steps

Explore our Business Models section to dive deeper into each approach. Use our Monetisation Model Finder tool to get personalised recommendations based on your skills and goals.