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Existing business model frameworks are too marketing/customer biased and this bias potentially removes a large potential for new business creation for existing organisations - especially in the public sector, in public-private partnerships and in specialized industries, where the end-user is not the necessarily the same entity as the paying customer. As consequence, we present an operational method for how to create and construct an outline for new business models, which goes beyond the biased marketing perspective. The study hereby presents the Vertical Innovation Process (VIP) framework which moves the innovation management literature further, since new areas of inquiry are introduced to business modelling. Finally, a case study is presented to demonstrate how the VIP framework is utilized in practice to inspire innovation management practices. [ABSTRACT FROM AUTHOR]