Licensed to an organization: checkout asks for the company the purchase is for, its website, and an email address to deliver the files to. A work address is best for the license record; a personal one is accepted. Digital download. All sales are final: no refunds or returns. Each format can be downloaded 3 times, and the links stay valid for 30 days. If you need more, reply to your confirmation email and we will sort it out.
What you are buying
What you get
- 156 verified Decision Cases on the Business Model family, one record per page.
- Each record states the fork, the options on the table, the choice, the reason the company gave, the money committed where the case states it, what happened at one, three and five years, and every source.
- The same records in five files: Excel, JSON, PowerPoint, Word, and PDF.
How to use it
- Open the Excel to compare records side by side and filter by company, date, or verdict.
- Cite a record in a memo from the Word or PDF page; the sources are on the page.
- Load the JSON into your AI workspace so the assistant reasons from verified cases instead of inventing them.
What it is not
- It is not a report. There is no introduction, no analysis across the records, and no recommendation.
- Each record says only what its source story says, so the writing is factual and brief, not narrative.
- If you want the argument, a Strategy Pack makes it; the casebook is the evidence behind it.
About the Business Model Bundle
How the money actually works — and what would break it. Which companies answered it best, and what did it cost them? The knowledge of these decisions will help you glean insights, inspiration and actionable ideas. The Business Model Bundle comprises 156 verified Decision Cases with dated outcomes from 23andMe, American Express, Booking Holdings, Broadcom, BuzzFeed, Capital One, CrowdStrike, Dell and 97 more.
Every record follows the same structure, which is what makes the set useful rather than merely interesting. You see when the fork came, what was on the table, what the company chose and the reason it gave, what it committed, and what happened at one, three and five years. Every fact is cited to its source, and where we offer a judgment, it is labeled as one. Across the 156 cases, which span 1899 to 2026, 149 carry dated outcomes; 113 of the decisions held, 13 were reversed, 21 held in part, and 9 are still too early to call.
Why it is worth your time
The Business Model Bundle brings together every verified case in the business model family, the casebooks of 4 decision types (The Money Machine, The Pricing Lens, The Loss Leader and The Cross-Subsidy) in one set, with forks between 1899 and 2026. If the question you are working on sits anywhere in this family, the bundle saves you buying the casebooks one at a time and lets you read across them: the same fields, the same checks, and every source named.
Who reaches for it
Strategy and corporate development teams whose question sits anywhere in this family, consultants who serve clients across it, and faculty building a course around it. If you would otherwise buy two or three of these casebooks, the bundle is the cheaper and more useful way in.
What it saves you
Assembling comparable precedents by hand is slow work: find each decision, date it, read the filings and the coverage, pull out the same fields, and check every number. At three to four hours a record, this set is roughly 546 hours of a strategist's time. It is $999, once, and every record has already been through the same fields and the same checks.
How people use it
In the memo, you cite the records that match your question, outcomes and sources included, straight from the Word appendix. In the room, the PowerPoint gives you one record per slide with an action title and a source line. In the model, you sort the Excel by verdict, horizon or capital committed. And in your AI workspace, you load the JSON as vetted context, so the assistant reasons from verified cases instead of inventing them.
What is in the download
The casebooks in this bundle
4 decision types, each with its own casebook page and free sample case. The bundle is all of them in one download.
The Money Machine
How does the money actually get made?
The Pricing Lens
Why has the pricing evolved the way it has?
The Loss Leader
Why sell something cheap — or at a loss — on purpose?
The Cross-Subsidy
Which part of the business quietly funds the rest?
A sample case
One case, free, exactly as it appears in the files. The other 155 verified cases are in the purchased files.
| Company | Fork date | The fork | Options | Choice | Stated rationale | What happened | The market | Judgment analyst | Sources |
|---|---|---|---|---|---|---|---|---|---|
| 23andMe Read the story → verified | 2023-07 | How to renew the GSK relationship when the exclusive discovery term ended |
| Accept non-exclusive license | The exclusive term ended and GSK would not renew on the old terms; the deal became a flat non-exclusive license | 1 year · 2025-03-23 bankruptcy: 23andMe and 11 affiliated debtors filed voluntary Chapter 11 | Not listed, or before its listing | reversibility low verdict held | 23andMe Holding Co. / SEC EDGAR (2024-02); 23andMe Media Center (2023-10); GSK (GlaxoSmithKline) (2018-07); 23andMe Holding Co. / SEC EDGAR (via PublicNow summary of Form 10-K) (2025); U.S. Bankruptcy Court, Eastern District of Missouri / Kroll Restructuring Administration (2025-03) |
Who is in this bundle
156 verified cases across these companies.
- 23andMe
- Adobe ×2
- Alphabet (Google) ×2
- Amazon ×5
- Amazon Alexa / Echo
- AMD
- American Express ×3
- Apple ×3
- Atlassian
- BASF
- Berkshire Hathaway
- BlackRock
- Block (Square)
- Bloomberg
- BMW
- Booking Holdings
- Broadcom ×3
- BuzzFeed ×2
- BYD ×2
- Capital One
- Charles Schwab ×2
- Chevron
- Chewy
- Chick-fil-A
- Cloudflare
- Coca-Cola
- Coke vs Pepsi
- Comcast
- CrowdStrike
- CVS Health
- Deere (John Deere)
- Dell ×2
- Delta Air Lines
- Disney ×2
- Dow
- Eli Lilly ×2
- Enron
- Epic Games ×3
- Etsy ×2
- Ferrari ×2
- Ford
- GE
- Geico
- H&M
- Hermes
- Home Depot
- HubSpot
- IBM
- IKEA ×2
- Kering (Gucci)
- Kodak
- Kroger
- Lyft
- McDonald's ×2
- Meta ×2
- Microsoft ×5
- Mondelez
- MoviePass
- Nestle ×2
- Netflix ×5
- Netflix vs Disney+
- New York Times ×2
- Nintendo
- NIO ×2
- Novartis
- Oracle
- PepsiCo ×2
- Philip Morris
- Polaroid
- Purdue Pharma
- Rio Tinto
- Robinhood ×3
- Roblox
- Ryanair ×2
- Salesforce ×3
- Samsung ×2
- Saudi Aramco
- Sears
- Siemens
- Sony
- Southwest
- Spotify ×2
- Starbucks ×3
- Stellantis
- Stripe
- T-Mobile
- Tesla ×3
- The Washington Post Company
- Thermo Fisher ×2
- Thinking Machines Lab
- Trader Joe's
- TSMC
- Uber
- Uniqlo (Fast Retailing)
- United Airlines
- UnitedHealth Group
- Universal Music
- UPS
- Vanguard ×2
- Verizon ×2
- Vice Media
- Walmart
- Wayfair
- X (Twitter)
Questions
- What do I get in the Business Model Bundle?
- 156 verified Decision Cases from 23andMe, American Express, Booking Holdings, Broadcom, BuzzFeed, Capital One and 99 more. Each one tells you when the fork came, what was on the table, what the company chose and why, what it committed, and what happened at one, three and five years, with every source named, as Excel, JSON, PowerPoint, Word and PDF.
- How do I know the cases are accurate?
- Every case is drawn only from the story it comes from and that story's sources. Every fact carries a citation and a verbatim excerpt, a mechanical check rejects anything the story does not contain, a second model from a different vendor reads the record against the story, and a third arbitrates any disagreement. Only records that pass all of it are in the files.
- Is this a subscription?
- No. It is a one-time purchase, re-issued whenever a story a case rests on changes. The library license keeps every casebook current for a flat annual fee.