What is Business Motivation Modeling? (BMM)

The Business Motivation Model allows a business plan to be developed, communicated and managed in an organized fashion. Business strategy is modeled in terms of the Vision, Goals, Objectives, Mission, Strategies and Tactics, and the Influences, internal and external. These influences are then assessed to identify the potential impact they may have on the business.

Modeling Business Strategy with the Business Motivation Model

BMM provides a means of recording the elements of business plans:

  • Ends — the future state the business wants to achieve
  • Means — the methods and strategy the business will employ to achieve those ends
  • Influencers — the things that will shape and impact the business

The Ends, Means and Influencers (of a business model) are related to each other in order to answer the following two fundamental questions:

  • What is needed to achieve what the enterprise wishes to achieve?
    • This question is answered by laying out the particular elements of the business plans - in other words, the Means necessary to achieve the desired Ends.
  • Why does each element of the business plan exist?
    • This question is answered by identifying the particular Ends that each of the Means serves, and the Influencers that underlie the choices made in this regard. This is what is meant by ‘motivation'.

All elements of the Business Motivation Model are developed from a business perspective. The basic idea is to develop a business model for the elements of the business plan before system design or technical development is begun. In this manner, the business strategy can become the foundation for such activity, connecting system solutions firmly to their business intent.

The Ends

  • Vision
    • e.g. "Be the city's favourite pizza place"
    • future state of the business
  • Goal
    • e.g. "To deliver pizzas in an expedient amount of time"
    • what must be satisfied on a continuing basis to attain the Vision
  • Objective
    • e.g. "By July 1, 2009, 95% on-time pizza delivery"
    • attainable, time-targeted, measurable target the business seeks to meet to achieve its Goals

The Means

  • Mission
    • e.g. “Provide pizza to customers city-wide”
    • ongoing operational activity of the business, making the Vision a reality
  • Strategy
    • e.g. “Deliver pizzas to the location of the customer's choice”
    • essential course of action to achieve Goals
  • Tactic
    • e.g. “Hire drivers with their own vehicles to deliver pizzas”
    • specific activity that implements a Strategy

Assessment of Influences

  • Influencer – internal or external
    • e.g. “Driver turnover”
    • Neutral, factual statement without qualification
    • Has the ability to ‘produce an effect without apparent exertion of tangible force or direct exercise of command, and often without deliberate effort or intent’
  • Assessment – strength, weakness, opportunity or threat
    • e.g. “High turnover of drivers decreases likelihood of on-time delivery” (on Goal “To deliver pizzas in an expedient amount of time”)
    • Indicates that an Influencer affects the employment of Means and/or the achievement of Ends in certain ways
    • Identifies the Potential Impact (risk or reward) of an Influencer
  • Potential Impact – risk or reward
    • e.g. “Failure to retain or sufficiently train drivers risks loss of estimated 10% existing customers without replacement”
    • Identified by an Assessment of the impact of an Influencer on a proposed Course of Action

Directives, in the form of business policies and business rules provide a way to model the management of Potential Impacts and to assert business structure, or control or influence the behaviour of the business.

Standalone modeling of business motivation and strategy is helpful to the business, but greater benefits can be gained if the BMM is used to determine all business activity, including the analysis and design of systems. Links from the Business Motivation Model to other modeling techniques such as business process models and UML models are essential in providing traceability between the business’ strategy and the processes and systems which implement that strategy.