As mentioned before, investors use Gross Profits to judge the feasibility of a business model. If a company has above average gross profits compared to its peers, this implies efficiency in the model. A business model has two levers: pricing and costs. A company can raise prices or reduce inventory costs. Both of these will result in increased gross profits.
However, gross profit alone doesnâ€™t provide the complete picture. Analysts also use Net Income (which is a measure of real profits a business is making) to get an idea of management in a company. The idea is that if gross profits are good but net income is not, this suggests out-of-control expenses. This can be a fault of the management team which can be replaced. A good gross profit ultimately suggests a good business plan.
When an organization creates a new business model it is called business model innovation. This can be achieved in the following four ways:
Development of entirely new business models
Diversification into additional business models
Acquisition of new business models
Modifying existing business model
Frequent and successful business model innovation is a necessity in todayâ€™s fast changing world. Businesses that have the capacity to change their models are more resilient and considerably have more competitive advantage in the market. Two examples illustrate this point:
Kodak was the leading manufacturer of photographic film cameras. Despite being the first company to introduce digital cameras into the market, Kodak refused to change their model and instead kept focusing on older film-based cameras. The company went out of business after a few years.
Netflix started off as a movie rental service. With the arrival of internet, they changed their business model to streaming films online. With this change, their operating expenses reduced drastically and gross profits surged. The company currently has a valuation of $200 billion.
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