Guide to Business Modelling

The Authors

Graham Friend


Graham Friend, the co-founder of Coleago, is experienced in business planning, including strategic analysis and planning, financial forecasting and valuations and business modelling. Graham developed the Business Planning Model part of the 3G Mobile Toolkit as well as many other models for use in the telecommunications sector. Graham also developed the Coleago War Game process and has led clients through a number of scenario planning exercises.

The scope of Graham’s work encompasses mobile and portal services and products.  He has carried out and managed consulting projects in many countries worldwide.  Graham has advised clients on the development of their business strategies and been responsible for all aspects of business planning.  He has participated in mobile licence applications and mobile auctions. Graham has looked at business planning problems in countries as diverse as Pakistan, the United Kingdom and China. He is also a veteran of War Games in Ireland, Australia, Singapore, Macau and the United Kingdom. Graham has been involved in Business Planning and modelling projects in Holland, Singapore, Antigua, Hong Kong, China, Macau, Australia, Ireland and the Cayman Islands.

Over the last 9 years Graham has carried out projects for many telecoms operators including MobileOne (Singapore), Hong Kong Telecom CSL (Hong Kong), One2One (United Kingdom), BT (UK), Cable & Wireless (UK), Digifone (Ireland), Paktel (Pakistan), Optus (Australia) and Telfort (Netherlands). 

Graham has spoken at telecoms conferences in London and has co-authored “The Economists Guide to Business Modelling.” 

Born in England in 1969 Graham graduated from Trinity College Cambridge with an MA in Economics before going on to gain an M.Phil. Graham qualified as a chartered accountant and worked as a Management Consultant for Coopers & Lybrand. Graham speaks Spanish.




John Tennent


John started his career in 1983 as a Chartered Accountant with Deloitte.  Shortly after qualification John became the financial controller of McDonnell Douglas Bank, a subsidiary of the US aircraft company.


In 1996, John co-founded Corporate Edge, a consultancy providing practical business modelling and business training.  The company is working with major organisations around the world.


John leads the design and methodology of the business modelling process used by Corporate Edge as well as being the lead partner for the company’s work with the Institute of Chartered Accountants.  John also attends the Institute’s IT Technical Committee and is a contact point for Excel enquires.


He originates and supports business models for clients as part of transaction evaluation and strategy development. He also provides a wide range of financial courses though specialises in strategic financial planning and investment appraisal/analysis.  He has delivered many senior programmes to top companies and several business schools. 


He is the co-author of the book, ‘The Economist Guide to Business Modelling’ that was first published in August 2001 (the third edition in 2011).  His second book ‘The Economist Guide to Financial Management’ was published in May 2008.  He is writing ‘The Economist Guide to Cash Management’ due for publication in January 2012.

You may also watch a webcast of a lecture on ‘Practical Financial Modelling’ that John gave to the Institute of Chartered Accountants in May 2010.  It is introduced by Jonathan Teller and can accessed on