e-Business value modelling using the e3-value ontology

Abstract A first step in developing e-Business ideas is to understand such an idea thoroughly. In the recent past, industry has clearly demonstrated that such an understanding lacks or at least is insufficient, resulting in failures and sometimes bankruptcies. In this chapter we present an approach to design an e-Business model, called the e3-value approach. This approach is ontologically founded in business science, marketing and axiology, but exploits rigorous conceptual modelling as a way of working known from computer science. The aim is that an e3-value e-Business model contributes to a better and shared understanding of the idea at stake, specifically with respect to its profit drivers. If the model is attributed with various assumptions, such as economic valuation of objects produced, distributed, and consumed, we can derive profitability sheets using the business model. These can be used to assess whether the idea seems to be profitable for all actors involved in the idea. We illustrate the e3-value approach by a project we carried out for an Internet service provider.