An Elevator-Pitch Business Model," and the "Why Business Models Matter" article, complete the following:
a. Write a concise two-sentence "elevator pitch" customer value proposition for your real-world business. (You can use the examples in the Hess book as a guide.)
b. Then, incorporating your elevator pitch, expand it to a full but still crisp business model description, or "story," as Magretta refers to it.