Lund and Nielsen discuss the qualities of business model (BM) thinking and how this mindset assists the entrepreneur in the process of creating a new venture across its various phases. Based on their empirical work with entrepreneurial processes, linking the process of configuring BMs with business opportunities, Lund and Nielsen identified 12 business modelling variables and linked them to a start-up process to illustrate their relation to entrepreneurial processes. Lund and Nielsen present and discuss these variables, describing how they could be executed, as well as identify tools and processes that could be employed to execute these variables. These authors further propose a conceptual process model for the creation of original and useful BMs through the basic concept of an entrepreneurial process.