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The Business Experiments Navigator (BEN): an approach for validating business models with experimentation

  • Early reduction of risks in a startup or an innovation project is highly important. Appropriate means for risk reduction, such as testing business models with different kinds of experiments exist. However, deciding what to test and how to select the right test, is challenging for many startups and innovation projects. This article presents the so-called Business Experiments Navigator (BEN), a toolkit to assist startup and innovation processes. It compliments other tools such as the Business Model Canvas or the Lean Startup process. The main contribution of BEN is to bridge the gap between the riskiest assumptions of a business model and the multitude of available testing techniques by providing assumption templates. The Business Experiments Navigator has been validated in several workshops. Results show that it creates awareness among the workshop participants that a business model is based on assumptions which impose risks and need to be validated. Further, users of BEN were able to identify relevant assumptions and map different kinds of assumptions to appropriate testing techniques. The process applied in the workshops, as well as the assumption templates, helped the participants understand the main concepts and transfer their learnings, to their own business ideas.

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Author of HS ReutlingenGutbrod, Matthias; Münch, Jürgen
Erschienen in:Conference proceedings ICE/IEEE ITMC : 2018 IEEE International Conference on Engineering, Technology and Innovation (ICE/ITMC) : Stuttgart, 17.06. - 20.06.2018
Place of publication:Piscataway, NJ
Document Type:Conference Proceeding
Year of Publication:2018
Tag:business modeling; continuous experimentation; continuous innovation; entrepreneurship; innovation; lean startup; product management; startups
Page Number:8
DDC classes:330 Wirtschaft
Open Access?:Nein
Licence (German):License Logo  Lizenzbedingungen IEEE