Because of weather uncertainty and dynamics, power generation from some renewable energy technologies is variable. Electricity storage is recognized as a solution to better integrate variable renewable generation into the electricity system. Despite considerable growth in the research on the electricity storage, implementation of electricity storage systems (ESS) is globally negligible because of technical, institutional, and business model challenges. We use literature review and data analysis to provide a conceptual framework and a design space for ESS business models in the case of Dutch electricity sector by taking technological, institutional, and business model considerations into account. We provide a map of single-application business models for ESS in the Netherlands which can be used as a basis for making ESS application portfolios and evaluating ESS business models in other parts of the world as well. Furthermore, this research can be used to inform models that explore the evolution of ESS.