Choosing the Right Business Model for Your Startup
When launching a startup, few decisions carry as much long-term weight as choosing the right business model. It’s the blueprint that shapes everything from how revenue flows in, to how growth unfolds, to what kind of talent the company attracts. Yet, many early-stage founders dive into building without pausing to ask:
What kind of business are we really creating?
In fact, according to CB Insights, 19% of startups fail because of flawed business models—ranking just behind market fit and funding issues. That means nearly 1 in 5 startups crash not because of a bad idea, but because they couldn’t figure out how to turn that idea into a sustainable business.
Selecting a business model isn't just about picking between B2B or B2C. It's about understanding how value will be created, delivered, and captured sustainably. That means digging into customer behavior, revenue streams, cost structures, distribution channels, and more.
What is a Startup Business Model?
A startup business model defines how your company creates, delivers, and captures value. In simpler terms, it’s how you plan to operate and make money. But a good model covers more than just revenue.
It answers key questions like:
Who is the customer?
What problem is being solved?
How does the startup generate revenue?
What are the core activities and resources needed?
What are the cost drivers and key partnerships?
But beyond revenue, it covers distribution, pricing, customer relationships, cost structure, and operational needs.
Common Business Model Types (and When They Work)
There are many more business model variations than the standard few. Below is an expanded list of 12 models with a brief explanation, examples, ideal scenarios, and potential pitfalls.
Subscription Model
This model charges users a recurring fee usually monthly or yearly in exchange for access to a product or service. The appeal is consistent revenue and long-term relationships with customers. For the user, it often feels like better value, especially if they’re using the service regularly. The challenge, however, is keeping subscribers engaged and continually proving the value they’re paying for. If the user doesn’t see benefit quickly or consistently, they’re likely to cancel.
Example: Netflix, Calm, Adobe Creative Cloud
Best for: Digital content, SaaS tools, wellness platforms
Watch out for: High churn rates and rising user expectations
Marketplace Model
You act as a platform that connects two parties usually buyers and sellers or service providers and clients. Your business earns by taking a commission or fee from each transaction. The power of this model is in scale: once it reaches critical mass, it becomes self-sustaining. But early on, it’s hard to get off the ground because you need both sides (supply and demand) to participate at once. Building trust and removing friction between the two parties becomes your main job.
Example: Airbnb, Etsy, Upwork
Best for: Niches with fragmented supply and demand
Watch out for: Cold-start problem and trust issues between users
Freemium + Paid Tiers Model
In this setup, you give away a basic version of your product for free and charge users for advanced features or usage limits. It’s an effective way to attract a large user base with no upfront commitment and later convert the most engaged users into paying customers. However, you’ll still incur costs to support free users—servers, support, development so if too few converts, the model may become a financial burden.
Example: Notion, Dropbox, Zoom
Best for: Productivity tools, apps with clear upgrade paths
Watch out for: Low conversion rates and high operating costs
Commission-Based / Pay-per-Transaction Model
This model earns money by taking a small cut of each transaction between users, often in the form of a processing fee or service charge. The beauty is that your revenue grows as the number of transactions increases, without needing to constantly sell to new customers. But margins can be thin, and your value in facilitating that transaction needs to be clear otherwise, users may try to bypass your platform entirely.
Example: Stripe, Stock photo platforms, Eventbrite
Best for: High-volume, repeatable transactions
Watch out for: Low margins and being seen as a “middleman”
Direct Sales / One-Time Purchase Model
This is the traditional way of doing business where we sell a product or service once, receive payment, and move on. It’s simple and straightforward, making it great for early-stage founders looking to validate a product idea quickly. However, it often requires high marketing spend to keep the sales pipeline full, and it lacks the recurring revenue stability of subscription models.
Example: Shopify themes, downloadable e-books, online courses
Best for: Tangible goods or standalone digital products
Watch out for: Customer acquisition cost eating up margins
Licensing Model
With licensing, you allow another business to use your intellectual property be it software, branding, or content in exchange for a fee. It’s an effective way to monetize innovation without having to operate the end-user experience. The licensing fees can offer a recurring revenue stream with low overhead. However, legal agreements can be complex, and it may take time to build trusted relationships with licensees.
Example: Dolby, Microsoft Windows, Shutterstock API
Best for: Proprietary tech, media assets, educational content
Watch out for: Legal costs and slow decision-making by partners
White Labeling Model
You create a product that other businesses can rebrand and sell as their own. It’s a B2B strategy that lets you focus on building the core technology or goods while someone else handles sales and branding. It works well when the end customer doesn’t care much about who made the product. The downside? Your brand stays invisible and your margins depend on how much control you retain.
Example: White-label SaaS dashboards, health supplements, chatbot builders
Best for: Agencies, consultants, or businesses with distribution channels
Watch out for: Low brand equity and competing on price
Affiliate / Referral Model
This model involves promoting other businesses’ products and earning a commission when someone buys through your link. It’s widely used in content marketing, review blogs, and influencer-driven platforms. It requires little to no inventory or customer service, making it low-cost to start. But income depends heavily on the quality of the partner product and can disappear overnight if terms change.
Example: NerdWallet, Wirecutter, many YouTube channels
Best for: Content creators, media brands, niche communities
Watch out for: Dependency on affiliate programs and limited control
Bundling Model
You package several products or services together and sell them as a single unit, often at a discount. Bundling can increase the perceived value and help move less popular items by pairing them with bestsellers. It’s also a smart way to upsell and lock in longer customer relationships. However, if the bundled offer doesn’t feel cohesive, customers may not see its worth.
Example: Adobe Creative Cloud, telecom plans
Best for: Suites of related products or services
Watch out for: Customers valuing only a part of the bundle
Razor and Blade Model
This involves selling the core product at a low price or even a loss, and making profits from consumables or required add-ons. The name comes from selling razors cheaply but pricing the blades high. It’s a great model if you can lock customers into your ecosystem. However, if your consumables are too expensive or alternatives are easy to find, you may face backlash.
Example: Amazon Kindle, Harry’s, Keurig K-cup pods, Nintendo
Best for: Hardware + consumables ecosystems
Watch out for: Pricing sensitivity and customer pushback
Usage-Based / Pay-as-You-Go Model
Customers are charged based on how much they use your product—whether it’s storage, bandwidth, or credits. This aligns cost with value, which makes it attractive for businesses with variable needs. But from your side, forecasting revenue becomes harder, and some customers may get sticker shock if usage suddenly spikes.
Example: Amazon Web Service (AWS), Twilio, Audible
Best for: Infrastructure services, APIs, utilities
Watch out for: Volatile revenue and billing confusion
Franchise Model
You build a repeatable business system and let others buy the rights to operate it under your brand. It allows for rapid expansion without direct capital investment from your side. But it demands strict operational standards and training to maintain quality across locations. It also involves legal agreements and long-term commitments.
Example: McDonald’s, Anytime Fitness, The UPS Store
Best for: Retail, food, fitness, or service models with replicable SOPs
Watch out for: Quality control and franchisee dependency
The Psychology of Pricing
Business models aren’t just about how you get paid, but how people perceive value. Pricing isn’t just a number it signals quality, accessibility, and trust.
For example, when Mailchimp launched, they offered a “Forever Free” plan, which let them grow rapidly while competing with better-funded rivals. That decision wasn’t just about affordability it was about capturing market share and creating user habit.
Psychological pricing, anchoring (showing a high-priced option to make others look affordable), and bundling (offering packages) aren’t just sales tricks, they’re part of your model.
Understanding how your customers want to pay can be as important as what they’re paying for.
How to Choose the Right Startup Business Model
There’s no universal “best” business model. What works incredibly well in one market or industry might completely fall flat in another. Some models thrived years ago but are less effective today, while others are gaining traction now because of how consumer behavior and technology have evolved.
Rather than starting with the business model itself, begin by understanding the problem you're solving. Focus on the specific pain points your potential customers face and the way your product or service can offer a meaningful solution. Once that’s clear, it becomes easier to determine which business model supports your goals and makes the business both sustainable and scalable.
Take a close look at what others in your space are doing. What kinds of models are your competitors using? Are they working? Would using a similar approach make sense for you, or is there room to try something different that aligns better with what your customers truly want?
Spend time on real market research. Dive into how your target audience behaves, what they value, and where they feel underserved. You might uncover a smarter, more effective way to deliver value and build your business around that.
