Managing Relationships with Centra`s Partners and Clients as a Key Element in Transforming its Business Model

In today's fast changing world it is especially important for companies to remain flexible and open to improving their business models. The ability to adapt in a timely manner to changes in the external and internal environment can be a decisive factor in saving a business and successfully overcoming a crisis period (in which the company in question, the IT startup Centra, also found itself). The marketplace faced a number of challenges: systematic plan-fact gaps, high staff turnover, and so on. The goal of this paper was to develop practice-oriented recommendations for adjusting Centra’s business model. In order to make sure that the company's problems were caused by internal and not external factors, a PEST analysis was carried out and the company's competitive position was examined. The state of the digital market, its challenges and trends were separately analyzed. Once it was possible to verify that Centra was relatively protected from the negative influence of external threats, was competitive and offered a sought-after product, a logical transition was made to considering the organizational structure and internal business processes. Thus, it was revealed that there are gaps in the areas of partner and client interaction, leading to suboptimal expenditures of time and money resources of the teams. As a result, methods were proposed to optimize these elements of the business model (business process reengineering) taking into account the identified efficiency reserves, market conditions and market position.