1. Select a value combination as a profit formula, which is a concept that can provide elements to be combined into the target concept. For example, Starbucks, which defines its stores as 'coffee bars, selected a bar as the modifier concept to compare to the well-established business model of a cafe in the process of developing an innovative variant of a caf (Schultz and Yang. 1999). 2. Define important slots in the current business model. A value combination has multiple slots in terms of the basic components. You fill the slots with newly created values. The major slots in the business model of coffee retailers are server, drinks, and reception. 3. Select the values as a new value combination from the basic value components. For example, Starbuck's value combination as coffee bars have barista, customizable mixed drinks, and interaction with regular customers in the slots of server, drinks, and reception. 4. Integrated the selected values of the value combination in the place of the corresponding existing values in slots of the existing business model, and adapt the new values in the slot to suit the characteristics of the slots in the existing business model and its context. Going through the four steps, your workshop result may look like the below table. Starbuck's value combination (profit formula) For the assignment, you will answer the following questions in a page or two: 1. Choose a project category and a market leader. Create the above table with the business model of the market leader and another of a new product to compete with it from your idea. 2. Explain the value combination of the new product. How is it competitive