In this chapter, we identify possible connections between the notion of co-utility and new business models, which are based on cooperation among consumers. We start with known cases of sharing economy (Uber and AirBnB) to introduce the business model canvas as a tool to support the design of right incentives for cooperation among stakeholders. Then we use the business model canvas to illustrate two research projects and two real-life applications focused on a transportation firm and a boutique hotel.