The business ecology is a concept for business environment analysis where actors are identified and their direct and indirect relations analysed. Business model is a concept that has gained increased interest in business and research communities during the last decades. Advocates of the business model concept admit to an overlap with theories on strategy but at the same time argue that it offers a more holistic perspective compared to stand-alone strategy theories. Business models as an attribute of an organisation describes how a firm’s business activities are perceived by others from outside of the organisation. Business models as a formal conceptual description refers to symbolic, mathematical or graphical descriptions of the organisation. The dashed circle that surrounds the square represents the part of the business ecology where the most significant foreground actors are active. Partners and subcontractors play important roles in business model value creation.