Business Model Innovation is attracting more and more attention from business as well as from academics. Business Model Innovation deals with both technological and knowledge related changes that either may disrupt or sustain existing product/market strategies. Timing of Business Model Innovation both with regard to the right moment as well as speed of implementing competitive concepts becomes crucial. In this conceptual paper we discuss and evaluate possibilities for shortening the lead-time and increasing impact of Business Model Innovation aiming at low-end and new market disruptions. We are building our discussion on recent findings and identifying anomalies for further research by reflecting on exemplary business design cases.