FITCI Events

Startup U: Business Model Class

by Jonathan Boehman, Phil Gomer, Amy Winchester & FITCI



May 11, 2022


05:30 pm - 08:30 pm


Innovation is not always about new technology—in fact, many of today's leading companies like, Apple, and Netflix gained market advantages with business model innovation.

In this online, participatory class, you will learn the principles of the Business Model Canvas to understand, design, and differentiate your business model—whether you run a startup or an established business.

With examples and interactive exercises, you will come away with a better understanding of where your business model is today, and where you might want to take it tomorrow.

The class will cover:

  • An overview of the Business Model Canvas, and how it differs from the Lean Canvas
  • Customer segments, distribution channels, and value propositions
  • Key activities, resources, and partners
  • Revenue streams and costs
  • Business model adaptability in a changing world
  • How to spot assumptions in your model that need to be tested

Presenter: Jonathan Boehman (with mentors Phillip Gomer and Amy Winchester)

Jonathan Boehman is an innovation and startup advisor, currently working for Healthworx, the innovation arm of CareFirst. Previously in his career, he co-founded (and later sold) Immersion Active, a Frederick-area digital firm focused on helping companies engage with older adults online, where he worked with such brands as the AARP, Del Webb, Long Fence, and the Baltimore Ravens. Before moving into healthcare innovation, Jonathan served as Director of Innovation at Home Instead, the world's largest senior care franchise system. He is the co-author of Dot Boom: Marketing to Baby Boomers through Meaningful Online Engagement.




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Our program is dedicated to promoting economic growth in our community. We provide confidential one-on-one business consulting to assist with business start-ups, growth, loans, marketing, government contracting, technology and more. We have the resources to help you start, grow or manage your business and, as a non-profit organization; most of our services are free.

We also offer low-cost training events and workshops to help you strengthen your business knowledge and apply it immediately to your business plans. Whether starting a new business or running an existing business, we can help you guide your business to a more successful future.

More Information


Opening Doors for Entrepreneurs

Contact Info

Corporate Office

4539 Metropolitan Court
Frederick, MD - 21704

ROOT (Downtown)

118 N. Market Street
Frederick, MD 21701

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Hours: 8:30am to 4:30pm