Known vs Unknown Models One way to map the relationships between different types of ventures is by looking at their basic business models and then breaking them out according to known or unknown products and known or unknown delivery channels (known or unknown to the marketplace). When plotted on a simple 2x2 matrix some interesting relationships begin to emerge. Small business startups generally tend to congregate towards the bottom left quadrant. While they are creating something new with their ventures, they tend to be working with known products or services and known methods of delivery. The upper right hand corner is home to a few truly innovative companies that are creating new products and delivering them through new markets or platform. It’s no surprise that there aren’t many ventures located in this quadrant. What’s more interesting is the close relationship between some ventures that initially seem to be entirely different.