Abstract—The aim of this article is twofold: to consider the
interrelation between the two constructs of both business and
financial models, and to propose a framework approach for
transforming business model components based on the financial
model investigation. We consider the financial model as a
projection of the business model into formal financial language.
The paper has a conceptual research character. Based on wellestablished terms we introduce the method of business model
changing. We employ both methods of relationship matrix and
morphological matrix to rank the business model components for
changing based on sensitivity analysis of the business model, and
propose a formal logic of generating ideas for these changes. The
proposed method should complement other methods of business
model change, especially ones that are focused on the analysis of
the firm's external environment. The paper contributes to the
methods of business model changing. The study has limitations.
In particular, the paper shows only the opportunities of using the
sensitivity analysis to rank business model changes, while other
methods of financial analysis could give crucial information about
business model behavior under different conditions: risks,
explanation, robustness, etc. Further research should expand and
formalize the analysis of financial models with aim of business
model reconfiguration.