Abstract
Studies of relationship between industry recipe and business model (BM) innovation (BMI) explain how similar or different BMs appear among organizations. However, they are suffered from the limitations in explaining the role of industry recipe in the process of BMI deployed into a series of sub-processes. Thus, we organized the qualitative and exploratory case study of a start-up in software as a service (SaaS) industry on the relationship between industry recipe and BMI process. In order to operationalize this study, we adopted the concept of BM canvas and five phases of BMI process from Osterwalder and Pigneur (2010). Our preliminary results identify the different roles of industry recipe in each BMI sub-process. This noticed that knowledge of customer industry recipe among executive-level officers in a startup can be the reason of how a different BM appears. Existing industry recipe can help them to build up the BM of a start-up.