starts with recognizing it is different than a “business plan.” A Plan is a specific roadmap with measured projections – you “plan the work, then work the plan.” Declare success when the actual results meet or exceed projections on time. A Model is a collection of ideas that might work – hypotheses are not the same thing as a specific roadmap. A Business Model is a note to yourself telling you what promising ideas you need to test. You can create a Business Model in an hour. Testing it will take months. After that, you can write the Business Plan, but you may already be launching your business when you do!