The constant development of new technologies and changing customer demands require the dynamic adaption of new, innovative business models. A particular trend is a change from classic product manufacturers to extended service companies that offer their customers customised services combined with a delivered product. Therefore, this work aims to identify and analyse existing business models of a reference company and develop them further with regard to new business opportunities. More specifically, it is examined how a company in the industrial goods sector can gain an advantage by adapting established business models and developing new ones and how it can sustainably retain customers. In this context, it will be explored how innovation, digitalisation and automation affect business models and which methods are suitable for adapting and redesigning them. First, the currently applied business models of a reference company are evaluated. Then, based on comprehensive research, promising models from different industries are presented to include elements from other sectors. The results of a strategic analysis of the reference company are then used to describe a framework that provides possible business models, taking into account the interests and needs of existing and future customers. Furthermore, it offers the possibility to categorise existing customers and classify potential new customers. The approach includes a morphological box designed based on the processes and procedures of the reference company. It leads to a business model proposal for a customer or a specific customer group based on the magic triangle design described by the St. Gallen Business Model Navigator.