This work is about developing and implementing a new business model for technical pre-sales support services in order to improve the case company’s competitive advantage in a diverse business landscape. The need for the new business model arises from the different business prospects discovered by the sales and marketing of the case company. The case company has already developed its business model to serve its key customers, but the model is not completely suitable for goods-dominant business opportunities. Goods-dominant business generate significant share of the company's turnover. Thus, a parallel business model is needed to perform better and gain market share in both businesses. The suggested new business model consists of a new customer value proposition, a profit formula,required resources, and new processes.