Past studies on entrepreneurial framing and sustainability respectively note the need to frame the business model value (BMV) and the impact of a venture such that the former can impress the target beneficiaries and the latter can bestow socio-economic benefits on the wider community. Despite the varied intentions of BMV and impact framings, studies on entrepreneurial framing assume no theoretical difference between the two. Set in the context of India’s sanitation concern, we challenge this assumption. Between 2018 and 2023, we gathered data for 15 enterprises that offer a range of toilet solutions across 14 Indian states. Data came from 32 semi-structured interviews with founding entrepreneurs and other stakeholders, and archival documents. Our analysis contributes to the literature on entrepreneurial business model framing by revealing how BMV framings are associated with value creation/delivery emphasis, and impact framings are associated with issue/outcome/reference point framings and how they are linked.