Framework by Dr. Arndt Schwaiger
Every business model
has a DNA
Find out if yours works — and which levers matter most. The BMDNA is a free, open framework that makes any business model measurable and controllable.
The Business Model DNA (BMDNA), developed by Dr. Arndt Schwaiger, is a practitioner framework that makes any business model measurable. It starts with the Business Model Mechanism (BMM), a universal 4-layer process (Customer Segments → Acquisition → Conversion → Revenue). The BMDNA quantifies this process with 9+1 metric categories in total: 1 for Customer Segments (TAM), 3 for Acquisition (Resources, Performance, New Leads), 3 for Conversion (Rate, Duration, Costs), and 3 for Revenue (Frequency, Price, Margin). From these, it derives target metrics for profitability (CAC, CLV) and growth (MRR, ARR, new customers/month). Based on advising over 600 startups since 2008. Unlike the Business Model Canvas (qualitative), the BMDNA is quantitative and metrics-driven.
The Problem
Why most frameworks are not enough
Qualitative, not quantitative
Business Model Canvas and Lean Canvas describe your model in words and sticky notes — but investors and decisions need numbers.
No way to compare
Without metrics, you cannot compare two models, track progress, or know whether a pivot actually improved anything.
CAC and CLV out of thin air
Everyone talks about Customer Acquisition Cost and Lifetime Value — but nobody shows where those numbers actually come from.
How it works
Four layers. Nine plus one metrics. One clear picture.
Every business model follows the same mechanism: attract a target group, acquire them through channels, convert them into paying customers, and generate revenue. The BMDNA assigns measurable metric categories to each of these layers — and from those metrics, your CAC, CLV, and growth rates are calculated automatically.
Not static, but controllable.
The Payoff
Not all metrics matter equally
The 9+1 categories break down into individual metrics specific to your business — things like your CPC, registration rate, or subscription price. Not all of them matter equally. Factor analysis reveals which specific metrics have the highest impact on your CAC and CLV — so you know exactly where to focus.
Impact on CAC / CLV →
The Creator
Dr. Arndt Schwaiger
Entrepreneur, investor, and advisor with a PhD in Artificial Intelligence (DFKI). Since 2008, over 600 startups and companies advised — and always the same pattern: founders could describe their business model qualitatively, but could not explain it in numbers.
Who is it for?
Three audiences, one framework
Students
Understand business models the way investors see them.
- Go beyond abstract frameworks with real analytics
- Stand out in business plan competitions
- Speak the language of VCs before your first pitch
First-time founders
Find out if your unit economics work before you burn money.
- Test whether your model is financially viable
- Know your key metrics from day one
- Identify which lever to pull first
Experienced entrepreneurs
Compare models objectively and find the biggest leverage points.
- Diagnose which layer underperforms
- Optimize systematically with factor analysis
- Communicate changes precisely to board and investors
Differentiation
Business Model Canvas is a good start. BMDNA is the next step.
Free Masterclass
Learn it in 11 chapters
11 video lessons. About 3 hours. From fundamentals to financial planning — with concrete B2C and B2B examples.
Chapter highlights
- 01 What is a business model, really?
- 03 Your target market in units
- 06 The metric categories explained
- 08 Deriving your target metrics
- 10 Financial planning integration
Go further
More than a framework
Beyond the free content, Dr. Arndt Schwaiger offers workshops, coaching, and templates.
Workshops
Interactive 4-hour workshops on business model analysis and financial planning. Online or on-site.
Explore workshops →Financial plan templates
Tailored Excel or Google Sheets financial plans for your specific business model.
Get in touch →Coaching & feedback
Individual coaching on business models, financial planning, investor readiness, and pitch.
Get in touch →Ready to make your business model measurable?
Start with the free masterclass or read the complete framework guide.