Leveraging core competencies and assets to grow the pie

Orchestrator Business Model Pattern

Orchestrator Business Model Pattern 4

The orchestrator business model pattern involves focusing on core competencies while outsourcing and coordinating other value chain segments to external partners. This model enables cost reduction, focus on core strengths, flexibility, access to specialized expertise, and improved performance.

What is the Orchestrator Business Model Pattern?

Orchestrator Business Model Pattern

The Orchestrator Business Model Pattern is a powerful approach for companies seeking to create value by leveraging the resources and capabilities of multiple partners within an ecosystem. At its core, the orchestrator provides a platform that facilitates collaboration, resource sharing, and value co-creation among participants. By bringing together complementary skills, knowledge, and assets, the orchestrator enables the ecosystem to collectively deliver innovative solutions and value propositions that no single participant could achieve alone. This model is particularly suited for complex, dynamic, and rapidly evolving markets, where agility, adaptability, and collective intelligence are key success factors.

Why is the Orchestrator Business Model Pattern Important?

The orchestrator business model pattern is important because it offers several key benefits for businesses:

  • Cost Reduction: By outsourcing non-core activities to external partners, companies can reduce their costs and benefit from the suppliers’ economies of scale, as these partners can perform the outsourced activities more efficiently and cost-effectively.
  • Focus on Core Competencies: Outsourcing non-core activities allows companies to dedicate more resources and attention to their core competencies, enabling them to improve performance, innovation, and competitive advantage in these areas.
  • Flexibility and Scalability: The orchestrator model enables companies to be more flexible and adaptable to changing market conditions, as they can quickly adjust their partnerships and resources based on evolving needs and opportunities.
  • Access to Specialized Expertise: By partnering with suppliers who specialize in specific value chain segments, companies can access deep expertise and knowledge without having to develop these capabilities in-house.
  • Improved Quality and Performance: Carefully selecting and managing partners who are experts in their respective fields can lead to improved quality and performance across the entire value chain.

Orchestrator Business Model Of Apple

Impact on the Business Model

Orchestrator Business Model Pattern Canvas

The orchestrator business model pattern significantly impacts various aspects of a company’s overall business model:

  • Key Activities: The company’s key activities focus on its core competencies, such as product design, marketing, and customer relationship management, while actively coordinating and managing the outsourced activities performed by partners.
  • Key Resources: The company’s key resources include its core competencies, intellectual property, brand, and the ability to effectively manage and coordinate external partnerships.
  • Key Partners: External partners who perform the outsourced value chain activities become critical to the company’s success, as their performance directly impacts the overall quality and efficiency of the company’s offerings.
  • Cost Structure: The cost structure shifts from fixed costs associated with performing all value chain activities in-house to variable costs based on the agreements with external partners, allowing for greater flexibility and scalability.
  • Revenue Streams: Revenue is generated through the sale of products or services that leverage the company’s core competencies and the value created by the coordinated efforts of the company and its partners.

How to Implement the Orchestrator Business Model Pattern

To successfully implement the orchestrator business model pattern, companies should follow these steps:

  • Identify Core Competencies: Conduct a thorough analysis of the company’s value chain to identify the core competencies that create the most value and differentiate the company from competitors.
  • Evaluate Outsourcing Opportunities: Assess which value chain segments can be effectively outsourced to external partners, considering factors such as cost, expertise, and strategic importance.
  • Select and Onboard Partners: Carefully select partners who have a proven track record of excellence in their respective areas, and develop clear agreements and processes for onboarding and integrating these partners into the company’s operations.
  • Establish Coordination Mechanisms: Implement effective coordination and communication mechanisms to ensure seamless collaboration and information sharing between the company and its partners, such as regular meetings, performance dashboards, and shared technology platforms.
  • Monitor and Manage Performance: Continuously monitor the performance of external partners and take proactive steps to address any issues or opportunities for improvement, ensuring that the overall performance of the value chain remains high.
  • Foster Long-Term Partnerships: Cultivate long-term, mutually beneficial relationships with key partners, investing in joint innovation, knowledge sharing, and continuous improvement initiatives to drive ongoing value creation.

Trigger Questions

  • What complex customer needs or challenges can we address by orchestrating a network of specialized partners?
  • How can we identify and coordinate the right mix of partners with complementary capabilities to deliver a comprehensive and integrated solution?
  • What platform, tools, or processes can we develop to enable seamless coordination, communication, and value exchange among our partner network?
  • How can we design a governance and incentive structure that aligns the interests and contributions of all partners towards a common goal?
  • What data and feedback mechanisms can we implement to continuously monitor and optimize the performance of our orchestrated solution?
  • How can we build and maintain trust and loyalty among our partners and customers as the central orchestrator of the network?

Examples of the Orchestrator Business Model Pattern

  • Apple: While Apple designs and markets its products, it outsources a significant portion of its manufacturing and assembly to external partners, such as Foxconn, while closely coordinating and managing these relationships. Additionally, Apple orchestrates a vast ecosystem of app developers who create value for the company’s platforms without being directly managed by Apple.
  • Tesla: Tesla focuses on its core competencies in electric vehicle design, software development, and battery technology, while partnering with a network of suppliers and service providers to enable its operations. For example, Tesla works with various partners to install and maintain its charging infrastructure, ensuring a seamless experience for its customers.
  • Airbnb: Airbnb operates as a platform that connects travelers with hosts who provide accommodation, focusing on its core competencies in technology, user experience, and community management. The company also orchestrates a range of partners, such as photographers, experience providers, smart lock manufacturers, and cleaning services, to enhance the overall value proposition for its users.
  • Nike: Nike focuses on its core competencies in product design, marketing, and brand management, while outsourcing the majority of its manufacturing to external suppliers, which it carefully selects and manages to ensure quality and compliance with social and environmental standards.


The Orchestrator Business Model Pattern focuses on creating value by coordinating and facilitating interactions among multiple participants within an ecosystem. The orchestrator provides a platform that enables partners to collaborate, share resources, and co-create value, while also benefiting from the collective strengths and capabilities of the ecosystem.

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