Business model innovation (BMI) represents a complex, collective, cyclical social process emphasizing active experimentation with changing business model components. To enable such experimentation, in early phases of BMI one needs to: (i) identify customer value of target customers, and (ii) design corresponding value propositions. However, research on BMI has not paid sufficient attention to developing specific tools and toolkits relevant for early phases of BMI process in B2B context. The emerging approach of service design offers a range of practical tools, which have the potential to capture reliable data about customer needs, creating, visualizing and sharing complex product-service systems, and prototyping future services accordingly. However, the potential contributions of service design tools for BMI in general and in B2B in particular aren’t sufficiently investigated. Thus, we aim to the purpose of this short paper is to illustrate the practical application of selected service design tools in early phases of BMI in B2B.